Product Description

Based on the Advertising Effectiveness Awards, which is the broadest and most respected awards organization in the advertising world, this book provides the key lessons and inspirations derived from the top marketing campaigns and strategies of the past 25 years. The Advertising Effectiveness Awards requires its winners to demonstrate a clear causal link between the marketing strategy, together with its articulation in advertising, and ultimately success of the product/service in the marketplace. Therefore, there is no other source of such rigour. By examining and synthesizing the case studies submitted by the winners, Jonathan Cahill presents an invaluable study of what it takes to create a successful marketing campaign. The lessons and cases come from all over the world. Not only will they offer great marketing advice, but also will surprise many readers at how some companies managed to achieve such success.

Product Details

• Amazon Sales Rank: #289948 in Books
• Published on: 2008-09-30
• Original language: English
• Number of items: 1
• Binding: Paperback
• 192 pages

About the Author
Jonathan Cahill has many years experience of working in senior positions in some of the world's largest international advertising agencies, including Saatchi & Saatchi, Young & Rubicam, JWT, and McCann-Erickson. He is the founder of Spring, a consultancy that specializes in marketing products globally.

Customer Reviews

A World of Brands
A great book filled with enough examples to make this book useful for people who are in the 'Branding' business as well as those who want to find out more about why some products stick & others fail.

The examples aren't just UK sourced either,successful strategies featured range from Stella Artois lager through disposable nappies in new zealand to banks in the USA.

An enjoyable and different look at marketing strategy
An enjoyable, refreshing, and sharp look at marketing strategy through an analysis of actual results rather than dry data. Using award winning case histories of strategies for products ranging from lino to cooking oil makes entertaining reading, and gives a lot of credibility to the results of the strategy, however surprising some of them are. Useful for the marketer as well as the lay person with an interest in the subject. I also enjoyed the wry selection of illustrations. Thoroughly recommended.