Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: Julie Verity
Published by: Cranfield School of Management
Published in: 2003
Notes: Length 5 minutes. File size 322.9MB. Click for more information.

Abstract

This supporting video is to accompany the case. The abstract of the case is as follows: The case sets out the arguments for and against standardised, global advertising campaigns, setting the scene with the pros and cons that have been presented over the past. It continues by telling the story of how Shell, the major oil group with a worldwide presence, changes its advertising activity from a local focus to a centrally managed one between 1997 and 2002. The case describes this process, detailing the internal changes that were implemented and how relationships with Shell's advertising agency - J Walter Thompson - developed. The importance of the initial brand strategy work is highlighted, as well as the role of research in developing a global campaign, plus that of the creative idea at the heart of the advertising. The case concludes 'for' global advertising. The gains Shell made from changing to a central, standardised communication strategy are given as both financial and more effective advertising relative to locally produced campaigns.
Location:
Industry:
Size:
Very large
Other setting(s):
1997-2002

About

Abstract

This supporting video is to accompany the case. The abstract of the case is as follows: The case sets out the arguments for and against standardised, global advertising campaigns, setting the scene with the pros and cons that have been presented over the past. It continues by telling the story of how Shell, the major oil group with a worldwide presence, changes its advertising activity from a local focus to a centrally managed one between 1997 and 2002. The case describes this process, detailing the internal changes that were implemented and how relationships with Shell's advertising agency - J Walter Thompson - developed. The importance of the initial brand strategy work is highlighted, as well as the role of research in developing a global campaign, plus that of the creative idea at the heart of the advertising. The case concludes 'for' global advertising. The gains Shell made from changing to a central, standardised communication strategy are given as both financial and more effective advertising relative to locally produced campaigns.

Settings

Location:
Industry:
Size:
Very large
Other setting(s):
1997-2002

Related