An eye still on the ball?

Stokes, Barny
October 2005
Marketing Week;10/27/2005, Vol. 28 Issue 43, p35
Trade Publication
Reports on the efforts of Bic Corp. to look for an agency to handle its creative account in Great Britain. Reasons behind the decision of the firm to take the step towards a different marketing strategy; Advertising campaign that builds on the brand's heritage while adding style and a fresh appeal; Factors that have contributed to the success of the company despite having a low profile. INSET: Bic.


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