The Making of Dirt is Good - David Arkwright
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Présentation The Making Of Dirt Is Good de David Arkwright Format Broché
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Résumé :
In 2005, Unilever ignored whiter than white in favor of mud and grease and launched its Dirt is Good marketing campaign, for its Persil and OMO washing detergents. The campaign was devised by David Arkwright and his marketing team at Unilever. Today, it continues to be one of Unilever's most successful campaigns. As well as transforming the Persil and OMO brands, the campaign has become a defining moment in the marketing and branding world. This book, written by the person at the helm of Dirt is Good, is an essential case study in creating a global brand with an idea at its very core. The book reveals the trials, challenges, and successes experienced by Arkwright and his team, told as a very personal and engaging real-time adventure. And for marketers today, the book includes real and practical takeaways from this groundbreaking campaign....
Biographie:
David Arkwright is the former global marketing director of Unilever, and was responsible for the launch of Dirt is Good. He is currently founding partner of MEAT, a global branding agency.
Sommaire:
David Arkwright is the former global marketing director of Unilever, and was responsible for the launch of Dirt is Good. He is currently founding partner of MEAT, a global branding agency....
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