Sustained Success - Services

Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.

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2018 GRAND

How Lidl Grew A Lot

This is a case study in how brands grow. Sustained investment in broad reach media drives a significant and continued increase in customer penetration, removing perception roadblocks to growth and delivering profitable growth. Penetration drives growth. Advertising drives penetration. Investing in share of voice over and above share of market allows a small challenger to take on established behemoths in a fiercely competitive market. Except that, as a result of the approach described in this paper, Lidl isn't so small anymore.

Brand: Lidl
Client: Lidl UK
Agency: TBWA\London

2018 GOLD

Values Endure Over Time

In 2014, Singapore was destined to “outstrip Switzerland as the world’s wealth management centre”. Whilst global and local private banks were well placed to take a share of this lucrative pie, UOB Private Bank was a newcomer and a minnow. Yet by building a deeply emotive brand rooted in enduring Asian culture and values – and then enduring with this approach over the next 3 years, UOB Private Bank has enjoyed unparalleled business and brand growth that ranks at the very top of the industry.

Brand: UOB (UNITED OVERSEAS BANK)
Client: UOB
Agency: BBH ASIA PACIFIC

2018 GOLD

The gift that keeps on giving: John Lewis at Christmas

This paper tells the story of how, from 2013-2016, John Lewis created Christmas campaigns that delivered outstanding return on investment. It’s a story about the power of fame and the immersive power of modern media. It’s a masterclass in how to build brands in the 21st Century to drive long term marketing excellence. And it’s a story about giving and sharing. John Lewis gave the public heart-warming stories that they could share. And when the nation gave John Lewis their business, they shared the profits with their staff.

Brand: John Lewis
Client: John Lewis
Agency: adam&eveDDB