Brand response
Back in 1915, Harry K. McCann said, "Advertising's role is to make sales, not simply to increase knowledge or encourage literary appreciation". And apart from working with the whole communications mix today, that is as true now as it was then.
That's why we've assembled the South West's leading team of hard-nosed, retail-oriented specialists here at Mccann Erickson Bristol. Every one of them knows that you are only as good as your last ad. And that if the tills don't ring for our clients at the weekend, we'll be working on new ideas by Monday.
Yes, the world of consumer retail communications moves very quickly. And, as a Communications House, we've developed special fast-track creative, production and studio systems to deal with it.
However, Harry also realised the power of the brand. So, we've developed an approach called 'Brand Response'. It means producing work that doesn't lose sight of both goals. Over the medium to long term we shape people's perceptions, while in the short term we keep generating sales.
We've successfully steered the West's largest shopping centre into its second decade by re-energising the "joy of shopping" proposition. Taking on the challenge of owning fashion in the region, everything The Mall does now has a fresh, vibrant new look; from in-centre collateral and its regular events schedule, to an ongoing integrated media program.
In the competitive beer market, our positioning of "Dorset Ales with Real Character" gives the brand relevance to the discerning beer drinker. Tasked with growing its position as a leading premium bottled ale brand, we've maximised budgets with strongly branded national & regional media advertising and on and off-trade collateral and promotions.
In two years we've helped Brut reinvent itself. This ailing 70's icon has become modern and relevant again, appealing to blokes who've had enough of metro-sexual fragrances. A coordinated mix of loud press advertising, in store sampling and PR thrust our message across the UK - on a small budget, but to huge effect.
Working as part of the global McCann Erickson network, we've developed comms strategies for Cathay Pacific Airways in the UK to drive seat sales. Campaigns target business and leisure audiences with both brand and tactical messaging in national press and outdoor media aimed at keeping the brand top of mind.