Abstract:
The paper describes the preliminary research carried out and the thinking that prompted it. It goes on to discuss, specifically, the evolution of an advertising 'matrix' for use on a global marketing basis and how one element of it, the famous Johnnie Walker striding figure, was re-evaluated. The entire research programme was set against a changing market structure and in the context of changing tastes and fashions as far as alcoholic drinks are concerned. The keynote of the research programme was not the here and now, but the future. To this end, anticipation was the driving force of it.
Research Papers
Global attack
Catalogue: ESOMAR Congress 1989
Authors: Terry Hanby, Carol Coutt, Margaret Holmes
 
September 1, 1989
Research Reports
Qualitative research into 100 Pipers advertising developments
Catalogue: CRAM/Peter Cooper Archive Collection
Author: CRAM/Peter Cooper Archive
 
March 1, 1978
Research Papers
Building on product quality
Catalogue: ESOMAR/ARF/JMA Conference 1992: Marketing And Research Under A "New World Order"
Authors: Miriam Comber, Sally Gordon
 
June 15, 1992
