Cravendale Film PRESS CONFERENCE 2 by adam&eveDDB London

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PRESS CONFERENCE 2

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Industry Dairy products & Eggs
Media Film
Market United Kingdom
Agency adam&eveDDB London
Released October 2002

Awards

IPA Effectiveness Awards 2004
The Winners Charles Channon Award (Best New Learning) Winner
The Winners - Gold

Credits & Description

Cravendale’s story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasn’t entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit.
Furthermore, the case provides exciting new learning by quantifying the value of integration.
Results

Cravendale’s story shows how integrated communication built a premium milk brand worth £41m from a standing start. Cravendale faced massive challenges - the road to success wasn’t entirely smooth. But by outlining the role that continuous evaluation played, the case demonstrates how an optimised channel strategy and a powerful idea delivered significant incremental profit. Furthermore, the case provides exciting new learning by quantifying the value of integration.

Agency DDB Matrix
City London
Advertiser Arla Foods
Brand Name Cravendale
Business Sector Milk & Milk Based
Market United Kingdom
Country of Production United Kingdom
Language English
Type Television & Cinema
Account Director Justin Notley
Account Planner Elisa Edmonds
Advertising Manager Hanne Søndergaard
Econometrician Les Binet
Econometrician Sara Donoghugh
Planning Director Sarah Carter