CASE HISTORIES
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Academy of London
Airbus A380
Bank Austria
Bath Comedy Festival
Bath FM
Carpenter Oak
Companies House
Crostini
Fastsigns
Guinness plc
Mallory
Manns Brown Ale
Pearson May
Robinia Care
Spanish Riding School
Windsor Hotel
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BUSINESS OBJECTIVES
To facilitate business expansion, e.g. the building of new breweries in the third world.

TARGET MARKET
Governments / journalists who care for their environment.

KEY PROPOSITION
Guinness is a responsible custodian of its natural resources.

CHOICE OF MEDIA
Press Conferences, Annual Reports, PR, etc.

RESULTS
Guinness is successfully expanding its overseas operations with 1 billion profits.
 
"It isn't creative unless it sells."          "Product + Personality = Brand."          "How many Art Directors does it take to change a light bulb?.......Does it have to be a light bulb?"          "In every business there is a most salient truth: interrogate until it confesses."          "A picture says a thousand words."          "Creativity in marketing is the only legal means of gaining an unfair advantage on the competition."          "Great advertising costs the same as bad advertising but after time it becomes priceless."