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How to turn a brand perceived as cheap into one considered awesome Jul 27, 2022

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Skinny Mobile, originally a youth brand, needed to explore a way into the general market to return to growth, but brand perception got in the way. ColensoBBDO and their client share the award winning strategy that flipped a negative, with "Skinny will do anything to keep prices low and customers happy."

Ludacris reframes JiF peanut butter for the non-mom target with "That Jifing Good.” Jul 22, 2022

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After decades of “Choosy Moms Choose JiF,” how could a brand your mom served you as a kid now be the brand you choose for yourself? Publicis, New York shares the strategy story behind "That Jifing Good."

The New York Times' Truth Campaign with Droga5, New York Jul 12, 2022

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The New York Times was targeted as "fake news" by the previous administration. This was their award-winning response and what led to record breaking subscription levels.

Standard Life's award-winning End of Career Counselor campaign from Publicis, Dublin Jul 06, 2022

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With financial advisors resisting recommending the brand to clients, this is how an inventive idea reframed its value. A great B2B2C case.

Punching back at the NRA with Sacha Baron Cohen and Leo Burnett, Chicago Jun 28, 2022

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How Sacha Baron Cohen's team and Leo Burnett made a National Rifle Association President undermine his own organization on a national stage in an effort to save lives.

How Michelob Ultra's "Social Athlete" strategy reframed the lite beer category Jun 23, 2022

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John Kenny (then head of planning at FCB Chicago) shared the story behind the distinctive "Social Athlete" label and campaign. Subsequent work from W+K has built on this campaign's original line "It's only worth it if you can enjoy it."

VW with Mary Bakarich, Group Strategy Director, Johannes Leonardo, NY Jun 16, 2022

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From the 1960s’ “Think Small” to the 1990s’ “Drivers Wanted” to the current “Drive Bigger,” VW’s audience has always been those frustrated with the status quo.

Marmite's tagline "you'll either love it or hate it" led this brilliant strategy and sales turnaround Jun 08, 2022

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The food spread dramatizing the tension between lovers and haters further pushed the product into popular culture and consideration with this latest installment "The Marmite Gene Project."

Amazon Prime Video's "Great shows stay with you" strategy from Droga5 London Jun 02, 2022

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A chat about the streaming wars and the back-story on the amazing "Great Shows Stay with You" strategy with Tim Whirledge, while at Droga5 London.

The B2B Institute at LinkedIn and what they're doing to help you gain the support of your CFO May 25, 2022

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Effectiveness data in B2C is robust, but not so in B2B. The Institute plans to change that. Jon Lombardo shares their latest work and some new concepts that can help your CFO support your case for effective investment.

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