We are best known for our creativity. But, strange though it may sound, creativity is not really our goal. It is simply the means to an end. Not the end itself.
Strip away all the glamour and flimflam of our industry and the reason we exist is to help our clients grow their business. End of story. That’s why we have turned measuring the effects of our campaigns into a bit of a fetish.
Before we even start developing creative work we agree commercial objectives with our clients. Whether it’s conventional advertising, new media or content, together we define exactly what success will look like. Then we measure the campaign’s performance with relevant metrics. They might be anything from brand awareness to hits, price elasticity and sales.
Talk, as they say, is cheap. But failed campaigns are expensive. So it’s important that we put our money where our mouth is. Whenever possible we relate part of our payment to effectiveness.
We’d like to show you how this works in practice. Below are three very different examples of how our ideas have achieved measurable business results.
VORSPRUNG DURCH TECHNIK
In 1981 Audi was grouped alongside Renault and Ford. In 1982 BBH was appointed and the world was introduced to Vorsprung durch Technik – a campaign that has seen the fortunes of the brand transformed through highly effective and integrated communication. And more recently, innovative content, and even its own TV channel. The Audi Channel. Now Audi is only ever compared to BMW and Mercedes. It’s also doubled in size in 5 years and in 2007 Audi outsold Mercedes by 18%, selling 100,000 units for the first time.
Vorsprung durch Technik, as everyone now says.
In the nineties Johnnie Walker was in decline. BBH was appointed in 1999.
We turned the striding man around and the Keep Walking campaign was born – a campaign adopted by 120 countries that has seen Johnnie Walker grow 48% in volume as the Scotch market has declined 8%. 6 years after the launch of Keep Walking, the campaign has helped deliver over $2.2 billion in retail sales.
Keep Walking, Johnnie Walker.
THE AXE EFFECT
In the nineties Axe was achieving commercial success, but the brand was tired and needed refreshing. BBH was appointed to the business in 1995 and created…The Axe Effect.
Axe has been one of the top global youth brands ever since, with multi awarded and highly effective campaigns, number one records. As well as innovative online and mobile applications. The Axe Effect went global in 2002 and the brand has never looked back, growing 20% in value year on year for the past 5 years. We also helped launch the brand in the US, where it grew from $0 to $500 million revenue brand in just 5 years…The BBH Effect.