PR Team: Freedom Tobacco (New York) and Vorticom (New York) Campaign: Launch of Legal cigarettes Time Frame: March-August 2003 Budget: $25,000 for the five-month project
PR Team: Amstel International (Amsterdam) and TBWA/PR Company (Amsterdam) Campaign: "Amstel's Giant Living Room" at the 2003 UEFA Champions League Final Time Frame: May 2003 Budget: €70,000
PR Team: Cold Stone Creamery (Scottsdale, AZ) and Golin/Harris (Los Angeles) Campaign: Cold Stone Creamery's Times Square opening Time Frame: March-June 2003 Budget: $75,000
In response to changing attitudes about nutrition, fast-food chains are now concentrating on their customers with amended menus and PR tactics.
PR Team: ZESPRI International (New Zealand) and InterTrend Communications (Long Beach, CA) Campaign: Introducing gold kiwifruit to Chinese-American Californians Time Frame: June-August 2003 Budget: $200,000 (including advertising)
The Distilled Spirits Council excels at mixing business with pleasure, yet there's more to protecting the liquor industry than teaching reporters about alcohol. But it's a start.
Trinchero Family Estates helped grow the wine business with the creation of white zinfandel, and now fosters its own growth by focusing on wine as relevant to a broad array of lifestyles.
Measuring business outcomes is far easier than most companies think.
Whether the focus is on the product itself or on marketing strategies, David Ward finds beer companies have always done well at tapping into each outlet's coverage slant.
The FDA's image is changing along with the approval process.
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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