Orange: The FTSE's bright, the FTSE's Orange - IPA Effectiveness Awards Case Study 1998

Brief Description: Objective of the 1996-1998 campaign was to improve shareholder values in the first two year’s after the companies flotation. Used a brand-led strategy, with mainly TV. Estimated conventional payback was £276.34m on a budget of £43.6m (over six times). Estimated to have increased share value by £2.49---(TAGS)---Full Title: Orange - The FTSE's bright, the FTSE's Orange ; Number: 1998/41 ; Brand: Orange ; Client: Orange ; Product Category: Telecoms (Telecoms - mobile networks) ; Agency: WCRS ; Author: Dan Izbicki, Cameron Saunders ; Prize Winners: 5 Star; Charles Channon award (Adworks ref: Advertising Works 10)

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