PIVOT
BY
THE REPUBLIK // OFFICIAL WEBSITE OF THE REPUBLIK
We knew you couldn't resist
It's okay, you're one of who
have experienced this example of the pivot #PullvsPush
FOR OFFICIAL USE ONLY
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_YESTERDAY ::
WE REJECTED THE BIG BRAND, BIG SPENDING MODEL IN FAVOR OF BIGGER THINKING -
WHERE CREATING POWERFUL IDEAS LEVELS THE PLAYING FIELD, AND DELIVERS GREATER
OPPORTUNITIES FOR OUR CLIENTS.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    POSTER CHILD FOR
    THE VIRAL VIDEO
    Client
    Little known Triumph Boats was one of 1,500 brands. With one difference. Their boats were virtually indestructible. Telling that story in an entertaining way set Triumph on the road to stardom, and skyrocketing sales.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    SELLING FROM COMPETITORS’ STORES
    Client
    In a down market, yacht sales are hard to come by. So we leveraged larger competing brands’ popularity to drive interest in Carver Yachts by serving ads to shoppers when searching for competing models. Doubling website traffic and inquiries when all other brands were in decline.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    SPY TRADECRAFT
    LURES NEW RECRUITS
    Client
    Spy warfare is fascinating, especially to techies. What better way to boost attendance to the first annual International Spy Conference than some entertaining spy-to-spy confrontation? The event was oversold in 30 days.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    MANY VOICES
    ONE MESSAGE
    Client
    Knowing that most communications within the university are not created by Marketing, we had to develop a brand guide that not only explained the message, but gave every department a way to use their own voice. A key to success was the decision to provide guidelines and examples for expression rather than hard & fast rules.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    GPS DELIVERS NEW RETAIL CUSTOMERS
    Client
    Already a well-established brand in Europe, we had to introduce Palladium Shoes to an advertising-adverse target of “urban nomads” in the U.S. Leveraging their affinity for travel, we drew thousands to a GPS scavenger hunt for prizes that ended in retail stores. So effective that Brand Week named it a Top 10 “Promotion of the Year.”
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    HELPING ATTORNEYS MAKE THE GRADE
    Client
    Experts at law, attorneys aren’t necessarily experts at creating effective websites. So we sent actual “Report Cards” to attorneys grading their sites. Prompting them to contact LexisNexis to make things right.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    M*A*S*H* TRIAGE ON COMMUNITY
    Client
    What is a better way to pay tribute to Korean War veterans than a weekend program featuring the cast of MASH? Veterans, fans and the press turned up at every stop, making Heroes Homecoming III a wonderful showcase for the Fort Bragg community of Fayetteville, NC.
  • _Our future through our past //
    _Featured intelligence report // de-classified // publik domain
    CHANGING THE ARGUMENT
    Client
    Small law means big business. But independent attorneys weren't buying. To them, LexisNexis was all about big law. By showcasing independent attorneys’ contributions to law, this monthly online magazine quickly entered the Top 100 law blog list. And convinced this lucrative market to reconsider.