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Navigable Slide Index

1. Introduction
2. Brief
3. Talk structure
4. Advertisements in the past
5. Advertisements nowadays
6. M&S lingerie
7. Magazines making M&S sexy
8. The strategy: celebrity magazines
9. Results of M&S campaign
10. It's a scary place for brands these days
11. Being digital
12. It's the economy, stupid
13. The environment
14. Implicit magazine values
15. Trust
16. Relevance
17. Signposts
18. Summarizing the values
19. Publishers knowledge
20. Case histories
21. The British Army
22. Career specials
23. A year in review
24. Reassurance and education
25. Results of Army campaign
26. Lucozade Sport
27. Ambitions
28. The Runner's World
29. Edge
30. Other strategies
31. Results of Lucozade Sport campaign
32. DfT driving and drugs/IPC
33. What was needed to do
34. Working with NME
35. Results of DfT campaign
36. Summary

Topics Covered

• The environment
• M&S lingerie case study
• It's a scary place for brands
• Implicit magazine values: trust, relevance, signposts and publishers knowledge
• Case studies: British Army, Lucozade Sport, DfT driving and drugs

Links

Series:

• Magazine and Newspaper Advertising

Categories:

• Marketing & Sales

Bite-size Case Studies:

• How Lucozade defeated the sceptics

Talk Citation

Publication History

• Published on November 22, 2009
• Archived on November 27, 2022