FMCG Cadbury Wedel is a type of customer for which activities inside the company and social influence marketing are as important as advertisement and promotion. In the range of Internal PR two ways of thinking were included: the one of the customer -- in order to instill the correct image of the company among its employees, and the one of the agency -- to perform the „instilling" in an intelligent and creative way. That is why the magazine „Czekoladomości" became a hit both in Warsaw and in the centre in Wrocław and the cycle of trainings entitled „Czekolada to Wedel [Chocolate is Wedel]", its teaser announcement, the choice of topics as well as presents and diplomas for the participants started a completely new quality in the company's history. Never before had it been necessary to reconcile interests, combine the needs of so extremely diversed target group, starting from workers on assembly line producing „Torcik Wedlowski" till high class managers, often English-speaking. The answer was the '3A program' promoting main values of the concern. The example of a strictly targeted activity is 'Chocolate Business School', dedicated of course for top managers. Next effective marketing campaign examples are BTL actions illustrating how much creative and executive effort should be made to say much more than only 'promotion', 'special action', 'premium sales'. The goal of the colourful promotion of Dobrawa drinks (belonging to the German concern Gerolsteiner) aimed at 3 target <b>...</b>
branding
agency
London
effective
dm2agency
marketing
campaigns
advertising
facebook
social
media
Iwankiewicz
Stacewicz
dm
