APCO Worldwide: CHAMPION BRAND VIDEO

Credits & Description:

Advertiser: APCO WORLDWIDE
Agency: APCO WORLDWIDE
Category: Video
Sound Designer: Mark Haskins
Creative Director: Jim Quindlen
Creative Director: Marilyn Fancher
Animator: Simon Tibbs

Brief Explanation
A brief history of branding transforms into a new understanding of the Champion Brand.Challenge: Brands that view stakeholders as “targets” have fallen short. Stakeholders are not passive receptacles. Execution: Through research we developed a new way of thinking about brand value – and key components of a strong, articulated, resilient “Champion Brand.”The Champion Brand Video offers an introductory overview, and an entertaining narrative that deconstructs what it takes to be a true Champion Brand. Results: The launch attracted global coverage, including an exclusive article in Ad Age. Clients and peers view the Champion Brand as a transformational new model.