WHO'S THE LARGEST DEMO IN OUR HISTORY?

You think you know?

They're also the fastest growing demo among employed Americans, new gym memberships, online dating and Facebook... More Info

EFFECTIVENESS ARCHIVES

Read the strategies. See the work. Learn what's getting results.

Visit the Winners Showcase to view the most effective case studies of this year and each year dating back to 1993. Search by year, category, keyword or all of the above by using the search navigation bar at the top of the page. Strategically search campaigns and gain insight from exemplary specimens of ideas that worked in dozens of product/service & specialty categories. More Info

FEATURED CASE STUDY

Old Spice: Is Old Spice Hair & Body Wash Right For Me?

In 2008, Procter & Gamble and its agency set out to relaunch Old Spice's Hair & Body Wash. Research revealed that many guys were alienated by overcomplicated or overly feminine products on the shelf. Thus, the campaign presented Old Spice Hair & Body Wash as an easy choice for no-nonsense guys, regardless of the hair, body or body hair they were bringing to the table. Sales skyrocketed, beating year-ago results by 70% and propelling Hair & Body to become the No. 1 variant in the male body wash category just one month after launch. More Info

INNOVATION & ACCOUNTABILITY SURVEY

In a recent Effie Awards survey, the majority of agencies described their companies in "innovation mode," and more than half of the agency and advertiser respondents claimed that the economy has not compromised their creativity.
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