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Marketing in Brief: Guerlain

This article was originally published in The Rose Sheet

Executive Summary

Guerlain: New global ad campaign breaking in fall 1996 in conjunction with firm's worldwide launch of a "young, fresh" women's fragrance, Guerlain says. The campaign -- developed jointly by New York City-based Weiss Whitten Stagliano and Paris-based Australie -- will continue to focus on building the image of the Guerlain name as well as highlighting individual products, the firm noted ("The Rose Sheet" Sept. 12, 1994, p. 4). In addition, the campaign is designed to fit into European markets where Guerlain is already an established name, the company notes. Guerlain sought to streamline its global advertising into a "uniform creative platform [in order] to establish [the firm] as a major international force," Guerlain states. WWS and Australie entered into a strategic alliance to win the account...
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