guy abrahams
Global Strategic Planning Director at ZENITH OPTIMEDIA (UK) LTD
London, Reino Unido
TítuloKills the root kills the weeds
Campaña Kills the root, kills the weed - Monsanto
Anunciante Monsanto
Marca Roundup
PostedAgosto 2004
Sector Empresarial Utensilios domésticos, decoración y jardinería
Filosofía In just two years, Roundup used killer insight to conquer the weedkiller market, and went from a failing outsider to market leader. In doing so, the campaign delivered an 85% sales lift in year one and the five-year plan in two years.
Resultado Payback was immediate with over $1m of additional net profit in year two. This success was achieved despite having no advantage in any part of the marketing mix aside from advertising.
Medio Televisión y Cine
Mercado Reino Unido
Planning Director
Group Strategy Director
Director de publicidad

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