marketing | business development | market research
Bill Barrick
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Print Ads

Campaign samples.

 

This sampling of consumer and b2b print ads generated brand awareness, launched new products/brands, repositioned existing brands, stimulated demand, drove sales and built brand value.

Conceptual directions and key messages were developed from primary market research, loads of agency creative grey matter and, most importantly, a close collaboration with clients.

Even though each brand faced its own unique set of challenges, market conditions and budget constraints, the mission was virtually the same – overcome the marketing challenges by generating demand, driving sales and building brand value.

To learn more about each campaign’s specific objective, problem, key insight, creative strategy and results, please click “I“.

To discuss development of your next winning campaign, contact Bill.

 

Click “I” for Back Story.

 

Print Ad Gallery

This Print Ad Gallery includes single page ads with descriptions and was created with Grand Flash Album Gallery. Path: wp-content/flagallery/print-ad-gallery

[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_freeman-cosmetics-national-brand-ad1.jpg]2060A Brand Awareness & Product Trial Campaign.
OBJECTIVE: Improve Brand Awareness & Stimulate Trial<br />PROBLEM: The skin, hair and bath market is saturated with parity products. Freeman was outspent, had little brand awareness and commanded little shelf space at grocery, drug or mass merchandisers.<br />KEY INSIGHT: Purchase decisions are made in-aisle based on product scent, feel and efficacy.<br />CREATIVE STRATEGY: Link Freeman's unique “botanical blends” to the uniqueness of consumers themselves – in this case, Cucumber & Ginseng Peel-Off Masque.<br />RESULTS: Brand awareness increased 8%; sales 4%.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_freeman-cosmetics-national-brand-ad2.jpg]1200A Brand Awareness & Product Trial Campaign.
OBJECTIVE: Improve Brand Awareness & Stimulate Trial<br />PROBLEM: The skin, hair and bath market is saturated with parity products. Freeman was outspent, had little brand awareness and commanded little shelf space at grocery, drug or mass merchandisers.<br />KEY INSIGHT: Purchase decisions are made in-aisle based on product scent, feel and efficacy.<br />CREATIVE STRATEGY: Link Freeman's unique “botanical blends” to the uniqueness of consumers themselves – in this case, Mango & Ginger Shampoo.<br />RESULTS: Brand awareness increased 8%; sales 4%.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_rockwell-national-branding-and-repositioning-ad2.jpg]990A Brand Repositioning Campaign.
OBJECTIVE: Reposition the Brand<br />PROBLEM: Rockwell, historically recognized as a prime defense contractor, needed to update its brand image as defense spending wound down in order to maintain Wall Street’s favor and investment.<br />KEY INSIGHT: You’re known by the company you keep. In this case, one division’s customers were major consumer brands with loads of positive brand equities – Nabisco, Eddie Bauer, Chrysler, FedEx, even Broadway theatrical productions.<br />CREATIVE STRATEGY: Leverage Rockwell’s consumer brand relationships though a high-profile campaign aimed at The Street and others demonstrating Rockwell is more than a defense contractor and worthy of continued investment.<br />RESULTS: Campaign repositioned Rockwell, reversed the stock slide and increased stock value by 7 points.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_rockwell-national-branding-and-repositioning-ad3.jpg]1010A Brand Repositioning Campaign.
OBJECTIVE: Reposition the Brand<br />PROBLEM: Rockwell, historically recognized as a prime defense contractor, needed to update its brand image as defense spending wound down in order to maintain Wall Street’s favor and investment.<br />KEY INSIGHT: You’re known by the company you keep. In this case, one division’s customers were major consumer brands with loads of positive brand equities – Nabisco, Eddie Bauer, Chrysler, FedEx, even Broadway theatrical productions.<br />CREATIVE STRATEGY: Leverage Rockwell’s consumer brand relationships though a high-profile campaign aimed at The Street and others demonstrating Rockwell is more than a defense contractor and worthy of continued investment.<br />RESULTS: Campaign repositioned Rockwell, reversed the stock slide and increased stock value by 7 points.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_rockwell-national-branding-and-repositioning-ad1.jpg]880A Brand Repositioning Campaign.
OBJECTIVE: Reposition the Brand<br />PROBLEM: Rockwell, historically recognized as a prime defense contractor, needed to update its brand image as defense spending wound down in order to maintain Wall Street’s favor and investment.<br />KEY INSIGHT: You’re known by the company you keep. In this case, one division’s customers were major consumer brands with loads of positive brand equities – Nabisco, Eddie Bauer, Chrysler, FedEx, even Broadway theatrical productions.<br />CREATIVE STRATEGY: Leverage Rockwell’s consumer brand relationships though a high-profile campaign aimed at The Street and others demonstrating Rockwell is more than a defense contractor and worthy of continued investment.<br />RESULTS: Campaign repositioned Rockwell, reversed the stock slide and increased stock value by 7 points.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_isuzu-commercial-truck-brand-awareness-and-positioning-ad1.jpg]890A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image<br />PROBLEM: Isuzu Commercial Trucks suffered from low brand awareness and a negative stigma of being an import.<br />KEY INSIGHT: Market research found purchasing a commercial truck is purely rational. Buyers demand four specific attributes: 1) Reliability, 2) Durability, 3) Maneuverability, and 4) Resale value.<br />CREATIVE STRATEGY: 1) Promote product attributes linked to each of the four buying criteria. 2) Position the brand as the most reliable, and "One Less Thing to Worry About."<br />RESULTS: Isuzu retained its #1 commercial truck import position; brand awareness improved 23%; sales up 19%.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_isuzu-commercial-truck-brand-awareness-and-positioning-ad2.jpg]860A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image<br />PROBLEM: Isuzu Commercial Trucks suffered from low brand awareness and a negative stigma of being an import.<br />KEY INSIGHT: Market research found purchasing a commercial truck is purely rational. Buyers demand four specific attributes: 1) Reliability, 2) Durability, 3) Maneuverability, and 4) Resale value.<br />CREATIVE STRATEGY: 1) Promote product attributes linked to each of the four buying criteria. 2) Position the brand as the most reliable, and "One Less Thing to Worry About."<br />RESULTS: Isuzu retained its #1 commercial truck import position; brand awareness improved 23%; sales up 19%.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_isuzu-commercial-truck-brand-awareness-and-positioning-ad3.jpg]810A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image<br />PROBLEM: Isuzu Commercial Trucks suffered from low brand awareness and a negative stigma of being an import.<br />KEY INSIGHT: Market research found purchasing a commercial truck is purely rational. Buyers demand four specific attributes: 1) Reliability, 2) Durability, 3) Maneuverability, and 4) Resale value.<br />CREATIVE STRATEGY: 1) Promote product attributes linked to each of the four buying criteria. 2) Position the brand as the most reliable, and "One Less Thing to Worry About."<br />RESULTS: Isuzu retained its #1 commercial truck import position; brand awareness improved 23%; sales up 19%.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_isuzu-commercial-truck-brand-awareness-and-positioning-ad4.jpg]730A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image<br />PROBLEM: Isuzu Commercial Trucks suffered from low brand awareness and a negative stigma of being an import.<br />KEY INSIGHT: Market research found purchasing a commercial truck is purely rational. Buyers demand four specific attributes: 1) Reliability, 2) Durability, 3) Maneuverability, and 4) Resale value.<br />CREATIVE STRATEGY: 1) Promote product attributes linked to each of the four buying criteria. 2) Position the brand as the most reliable, and "One Less Thing to Worry About."<br />RESULTS: Isuzu retained its #1 commercial truck import position; brand awareness improved 23%; sales up 19%.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-branding-and-positioning-ad1.jpg]770A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image.<br />PROBLEM: Hard drives are a low-interest category full of parity products.<br />KEY INSIGHT: "Reliability" is the foremost product attribute followed by capacity and seek time performance.<br />CREATIVE STRATEGY: Promote "reliability" and acknowledge the information kept on a hard drive is as unique as the individual person using the drive.<br />AD MESSAGE: This ad promotes WD’s reliability as the world’s most recommended hard drive.<br />RESULTS: Brand awareness improved 21%, brand preference 17%. WD drives became synonymous with the new tagline, “Put Your Life On It.” Stock price doubled and split – twice.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-branding-and-positioning-ad2.jpg]680A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image.<br />PROBLEM: Hard drives are a low-interest category full of parity products.<br />KEY INSIGHT: "Reliability" is the foremost product attribute followed by capacity and seek time performance.<br />CREATIVE STRATEGY: Promote "reliability" and acknowledge the information kept on a hard drive is as unique as the individual person using the drive.<br />AD MESSAGE: This ad promotes WD’s reliability as the world’s most recommended hard drive.<br />RESULTS: Brand awareness improved 21%, brand preference 17%. WD drives became synonymous with the new tagline, “Put Your Life On It.” Stock price doubled and split – twice.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-branding-and-positioning-ad3.jpg]650A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image.<br />PROBLEM: Hard drives are a low-interest category full of parity products.<br />KEY INSIGHT: "Reliability" is the foremost product attribute followed by capacity and seek time performance.<br />CREATIVE STRATEGY: Promote "reliability" and acknowledge the information kept on a hard drive is as unique as the individual person using the drive.<br />AD MESSAGE: This ad promotes WD’s reliability as the world’s most recommended hard drive.<br />RESULTS: Brand awareness improved 21%, brand preference 17%. WD drives became synonymous with the new tagline, “Put Your Life On It.” Stock price doubled and split – twice.
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_spot-market-ad-for-sawdust-art-festival1.jpg]730A Brand Awareness and Demand Generation Campaign.
OBJECTIVE: Generate Interest & Attendance<br />PROBLEM: The Sawdust Art Festival is a Laguna Beach summer event in direct competition for consumer pocketbooks with Art-A-fair and more popular Pageant of the Masters.<br />KEY INSIGHT: Consumers desire convenient ticket purchasing and innovative mobile marketing was the recommended method to help drive traffic and augment traditional ticket sales.<br />CREATIVE STRATEGY: Promote consumer participation and discovery of "art". Feature the new combination pass to all 3 summer events with a single purchase.<br />RESULTS: N/A<br /><br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_spot-market-ad-for-sawdust-art-festival2.jpg]760A Brand Awareness and Demand Generation Campaign.
OBJECTIVE: Generate Interest & Attendance<br />PROBLEM: The Sawdust Art Festival is a Laguna Beach summer event in direct competition for consumer pocketbooks with Art-A-fair and more popular Pageant of the Masters.<br />KEY INSIGHT: Consumers desire convenient ticket purchasing and innovative mobile marketing was the recommended method to help drive traffic and augment traditional ticket sales.<br />CREATIVE STRATEGY: Promote consumer participation and discovery of "art". Feature the new combination pass to all 3 summer events with a single purchase.<br />RESULTS: N/A<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_spot-market-ad-for-sawdust-art-festival3.jpg]700A Brand Awareness and Demand Generation Campaign.
OBJECTIVE: Generate Interest & Attendance<br />PROBLEM: The Sawdust Art Festival is a Laguna Beach summer event in direct competition for consumer pocketbooks with Art-A-fair and more popular Pageant of the Masters.<br />KEY INSIGHT: Consumers desire convenient ticket purchasing and innovative mobile marketing was the recommended method to help drive traffic and augment traditional ticket sales.<br />CREATIVE STRATEGY: Promote consumer participation and discovery of "art". Feature the new combination pass to all 3 summer events with a single purchase.<br />RESULTS: N/A<br /><br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_spot-market-ad-for-sawdust-art-festival4.jpg]740A Brand Awareness and Demand Generation Campaign.
OBJECTIVE: Generate Interest & Attendance<br />PROBLEM: The Sawdust Art Festival is a Laguna Beach summer event in direct competition for consumer pocketbooks with Art-A-fair and more popular Pageant of the Masters.<br />KEY INSIGHT: Consumers desire convenient ticket purchasing and innovative mobile marketing was the recommended method to help drive traffic and augment traditional ticket sales.<br />CREATIVE STRATEGY: Promote consumer participation and discovery of "art". Feature the new combination pass to all 3 summer events with a single purchase.<br />RESULTS: N/A<br /><br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-dealer-reseller-ad1.jpg]670A Product Performance Campaign – Capacity.
OBJECTIVE: Increase Brand Preference & Brand Image<br />PROBLEM: Hard drives are low-margin, parity products and most brands do little to differentiate themselves.<br />KEY INSIGHT: Computer dealers and resellers are time sensitive and see hard drives as a commodity with low margins. Once drives are installed, they don’t want any problems requiring a call-back – because it’s money out of their pocket.<br />CREATIVE STRATEGY: Use humor as a device to capture reseller attention; offer key product attributes in an easy, accessible format. Promote WD products as the most reliable and "the world's most recommended hard drives."<br />RESULTS: Brand awareness up 21%; brand preference up 17%; stock doubled and split – twice.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-dealer-reseller-ad2.jpg]680A Product Performance Campaign – Speed.
OBJECTIVE: Increase Brand Preference & Brand Image<br />PROBLEM: Hard drives are low-margin, parity products and most brands do little to differentiate themselves.<br />KEY INSIGHT: Computer dealers and resellers are time sensitive and see hard drives as a commodity with low margins. Once drives are installed, they don’t want any problems requiring a call-back – because it’s money out of their pocket.<br />CREATIVE STRATEGY: Use humor as a device to capture reseller attention; offer key product attributes in an easy, accessible format. Promote WD products as the most reliable and "the world's most recommended hard drives."<br />RESULTS: Brand awareness up 21%; brand preference up 17%; stock doubled and split – twice.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-dealer-reseller-ad3.jpg]680A Product Performance Campaign – Reliability.
OBJECTIVE: Increase Brand Preference & Brand Image<br />PROBLEM: Hard drives are low-margin, parity products and most brands do little to differentiate themselves.<br />KEY INSIGHT: Computer dealers and resellers are time sensitive and see hard drives as a commodity with low margins. Once drives are installed, they don’t want any problems requiring a call-back – because it’s money out of their pocket.<br />CREATIVE STRATEGY: Use humor as a device to capture reseller attention; offer key product attributes in an easy, accessible format. Promote WD products as the most reliable and "the world's most recommended hard drives."<br />RESULTS: Brand awareness up 21%; brand preference up 17%; stock doubled and split – twice.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_wd-national-dealer-reseller-ad4.jpg]670A Customer Satisfaction Story.
OBJECTIVE: Increase Brand Preference & Brand Image<br />PROBLEM: Hard drives are low-margin, parity products and most brands do little to differentiate themselves.<br />KEY INSIGHT: Computer dealers and resellers are time sensitive and see hard drives as a commodity with low margins. Once drives are installed, they don’t want any problems requiring a call-back – because it’s money out of their pocket.<br />CREATIVE STRATEGY: Use humor as a device to capture reseller attention; offer key product attributes in an easy, accessible format. Promote WD products as the most reliable and "the world's most recommended hard drives."<br />RESULTS: Brand awareness up 21%; brand preference up 17%; stock doubled and split – twice.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_aaa-spot-market-ad-promoting-gift-memberships1.jpg]630A Gift Membership Campaign – Father's Day.
OBJECTIVE: Membership Recruitment<br />PROBLEM: An Auto Club membership is considered by many to be an expensive luxury – even in car country (Southern California) – and, consequently many go without it.<br />KEY INSIGHT: People genuinely care about the safety of loved-ones, and most of time there's little they can do to demonstrate it beyond the traditional short-lived gifts.<br />CREATIVE STRATEGY: Develop a gift membership campaign allowing loved-ones to demonstrate how much they care – all year long – not just one special day. There's no better way to say "you care" than a gift of roadside safety and security from the Auto Club.<br />RESULTS: Membership up 4%.<br /><br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_aaa-spot-market-ad-promoting-gift-memberships2.jpg]570A Gift Membership Campaign – Mother's Day.
OBJECTIVE: Membership Recruitment<br />PROBLEM: An Auto Club membership is considered by many to be an expensive luxury – even in car country (Southern California) – and, consequently many go without it.<br />KEY INSIGHT: People genuinely care about the safety of loved-ones, and most of time there's little they can do to demonstrate it beyond the traditional short-lived gifts.<br />CREATIVE STRATEGY: Develop a gift membership campaign allowing loved-ones to demonstrate how much they care – all year long – not just one special day. There's no better way to say "you care" than a gift of roadside safety and security from the Auto Club.<br />RESULTS: Membership up 4%.<br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_aaa-spot-market-ad-promoting-gift-memberships3.jpg]680A Gift Membership Campaign – Graduation Day.
OBJECTIVE: Membership Recruitment<br />PROBLEM: An Auto Club membership is considered by many to be an expensive luxury – even in car country (Southern California) – and, consequently many go without it.<br />KEY INSIGHT: People genuinely care about the safety of loved-ones, and most of time there's little they can do to demonstrate it beyond the traditional short-lived gifts.<br />CREATIVE STRATEGY: Develop a gift membership campaign allowing loved-ones to demonstrate how much they care – all year long – not just one special day. There's no better way to say "you care" than a gift of roadside safety and security from the Auto Club.<br />RESULTS: Membership up 4%.<br /><br />
[img src=https://www.barrickworld.com/wp-content/flagallery/print-ad-gallery/thumbs/thumbs_isuzu-diesel-engine-brand-awareness-and-positioning-ad1.jpg]720A Brand Awareness & Positioning Campaign.
OBJECTIVE: Improve Brand Awareness & Brand Image<br />PROBLEM: Isuzu’s Diesel Engine division suffered from low brand awareness and perception as a second-rate player. Among customers, however, their reputation was stellar.<br />KEY INSIGHT: Buyers of diesel engines are concerned with one thing: reliability – because their livelihood and sometimes their lives, literally depend on the engine.<br />CREATIVE STRATEGY: 1) Demonstrate product reliability in harsh, high-demand environments through true customer success stories, 2) Position the brand as the most reliable commercial diesel engine and, “One Less Thing To Worry About”.<br />RESULTS: Brand awareness increased 30%; brand perception improved 37%; as importantly, the Client attributed this campaign to cracking a major account they’d been trying to penetrate for the previous two years.<br />