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Page last updated: 08 October 2007

Documents

The Centre for Integrated Marketing has published many papers, case studies and presentations. Here you will find a selection.


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Date Title Category Overview Link
01/02/2006 How Stellar revealed the lack of fit between AA and British Gas Reports and White Papers This case study reveals some research by the Centre using the Stellar tool when we were working with Centrica: research which highlighted the lack of fit between its two main companies, leading in due course to divestment of AA in 2004. More
01/02/2006 IBM in the City: 5% of TV budget yeilds 7000% ROI Case Studies IBM allowed its UK subsidiary to take a small part of the TV budget and use it in an integrated campaign to improve its share of bsuiness in the City of London. The resulting integrated solution produced dramatic ROI results More
23/01/2006 Winning with Customers Reports and White Papers The world's largest study of Integrated Marketing identified the performance of 200 UK brands and how to improve. More
01/01/2006 CFIM credentials Presentations A most immodest collection of positive statements about the Centre for Integrated Marketing by people who have worked with it. More
04/08/2005 The tailor may not be tailoring its communications Case Studies When a brand like Gieves and Hawkes communicates individually, it should demonstrate the noble art of tailored relevance. More
04/08/2005 Guidant has been investing in its most important comms medium Case Studies When your sales people are the top medium, the brand manager should think about coaching as a communications enhancement tool More
04/08/2005 Harley don't just integrate comms, they integrate the business Case Studies Legendary Harley Davidson have built their brand performance on company-wide integrated marketing More
04/08/2005 Direct takes the lead in integrating the National Trust Case Studies The direct team took a lead in developing the brand signature helping to integrate Britains' favourite membership organisation. CODAR shows their planning strategy More
04/08/2005 Health and beauty brand Weleda integrate brand and culture Case Studies Weleda is a small 'pure products' brand competing against giants. Strong products and culture mean that they naturally put integrated marketing into practice and win superloyal customers More
04/08/2005 Universal communications: the key to the new method Reports and White Papers This paper for the financial services industry outlines key principles of the new communications method and how CODAR helps to make them work More
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