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Creative Adaptation


Maintaining GMC’s Brand Promise
Challenge: GM retained GMC after bankruptcy because of its strong profitability, thanks to shared R&D and production with Chevrolet, GM's...
Alex Pickworth
Feb 11 min read


Shifting Targets after Decades
Challenge: For decades, the Chevrolet Silverado had firmly positioned itself as the rugged, reliable choice for American truck buyers....
Alex Pickworth
Feb 2, 20231 min read


Mercedes Chinese New Year
Challenge: The Chinese New Year campaign had been running for years, but there was no real understanding of whether it was successful. An...
Alex Pickworth
Feb 2, 20232 min read


Walmart and Canadian Immigration
Challenge: A prediction by Statistics Canada stating that all net growth to the Canadian population would come from immigration had every...
Alex Pickworth
Feb 2, 20231 min read


Ecosport Failure to Launch
Challenge: The Canadian launch of the EcoSport utilizing US Creative had not delivered the results Ford was expecting. EcoSport ended...
Alex Pickworth
Sep 14, 20221 min read
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