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IBM SmarterCities Program

For the first time in history, 50 percent of the global population lives in cities. While this is a major business opportunity for IBM, there are many challenges to overcome. The solution was a modern educational program aimed to elevate the practice of city leadership, the role of IBM within it, and the value it creates for citizens.

James Ready Bar-Ter Night Campaign

James Ready is in the discount beer market, a highly competitive segment that's 40 percent of total beer sales in Ontario with over 40 different brands. To help their drinkers, and more specifically, poor university students, JR created the Campus Bar-Ter Night, which yielded a sales increase of 8.51 percent and market share growth of 31.01 percent.

Making Something of Nothing

At a time of great need, facing a problem of daunting scale, the barrier that nothing can end hunger was turned on its head to become a brand and a rallying cry for the state of Rhode Island. New distribution channels, new brands and new customers were all evidence that an idea can tackle even the biggest of problems.

Making Waves

Discover Boating, a boating awareness and general interest group charged with promoting this recreational pastime, faced a tough challenge when the economy plummeted and sent boat sales into a downward spiral. The group's main mission was to revive the boating lifestyle and generate leads by putting the blast back into boating.

Measuring ROI: How to Get the Most out of Your Multicultural Marketing Campaigns

Tony Suarez, marketing architect, Suarez Enterprises (former vice president of multicultural marketing at McDonald’s Restaurants), and Hector Vallejo, multicultural marketing manager, Stanley Black & Decker, discussed the top ten questions being asked by multicultural marketers, as well as how to effectively target the multicultural consumer and measure the ROI on multicultural campaigns.

Measuring ROI: How to Get the Most out of Your Multicultural Marketing Campaigns

Tony Suarez, marketing architect, Suarez Enterprises (former vice president of multicultural marketing at McDonald’s Restaurants), and Hector Vallejo, multicultural marketing manager, Stanley Black & Decker, discussed the top ten questions being asked by multicultural marketers, as well as how to effectively target the multicultural consumer and measure the ROI on multicultural campaigns.

Member Roundtable Discussion: Multicultural Organizational Structures

In this session, the ANA's Multicultural Marketing & Diversity Committee reviewed the various types of organizational structures and the pros and cons of each.

MINI vs Porsche Challenge

In 2010, MINI was faced with a dramatically repressed market and no new product news. Our task was to create a campaign that would drive deep engagement around the strategy that MINI was a feisty way to move through an increasingly serious world. The idea to challenge an icon of seriousness, Porsche, to a race was born.

Mobilizing an Entire Nation

How do you convince everyone in America to mail back their Census? By convincing people that the power of the Census is in their hands. Our message literally reached 100 percent of the population, achieving a 74 percent mail return and giving back $1.9 billion to the government.

Mommy Like/Daddy Like

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception. The challenge was to make the Sienna stand out from the pack and, if possible, become the minivan of choice because parents actually like it.

Montana: There’s Nothing Here

Some people think there's nothing in Montana. The Montana Office of Tourism and its agency partners took that perception and created a campaign to attract the Geotraveler, a target audience who appreciates Montana's nothingness.

Nobody Fits You Like Lane Bryant

Lane Bryant was the first specialty store that focused on a 'hard to fit' plus-size woman. Recognizing that there was a brand stigma, Lane Bryant introduced Cacique, their sexy intimates line. Our message that sexy is not a size was widely embraced and Cacique sales soared.

Photography Beyond the Still

"Beyond The Still" generated excitement and buzz for a new capability that led to a 10-point leap in dollar market share, reclaimed Canon's #1 position, and spearheaded a visionary user-generated video contest that generated more than 57 million media impressions.

Power Trumps Pretty

iPhone dramatically changed the wireless category, driving AT&T to record sales and Verizon to a six year low in growth. Verizon needed its answer to the iPhone, and it brought its agency a thick, heavy phone on a then-unsuccessful operating system. The unique campaign resulted in record sales and shattered goals.

Prius Launch: Harmony Installations

Toyota launched an all-new Prius during the worst automotive market in 40 years, facing new "Prius Killers." Prior generations of Prius were synonymous with environmentalism, but now it was time to go mainstream and engage audiences in unique and innovative ways.

Real Women of Philadelphia

For Philadelphia Cream Cheese to grow, it needed to shift consumer behavior towards cooking with the brand. Real Women Of Philadelphia grew out of a key insight that women need a new idea endorsed before they'll try it — cooking being no exception.

Right to the Bunk 2011

Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends. In just four months following launch, volume tripled vs. goal, revenue grew nearly 300 percent and market share jumped to 11 percent.

Show Me the Carfax

The anxiety that typified the used car shopping experience has been assuaged. Armed with just four little words consumers are now immune to the manipulations of a disreputable used car salesman. Saying "Show Me The Carfax" gave people the power to protect themselves, their money and their families from getting stuck with an unreliable or unsafe vehicle.

Sue Escapes

When first unveiled by The Field Museum, Sue, the most complete T-Rex ever found, was a worldwide phenomenon. But a decade and 16 million visitors later, she'd gone from "must see",to "has been". The challenge? Convince people to come see her again on her 10th Anniversary. The solution? Present Sue, not as a collection of bones, but a living, breathing dinosaur.

Superstore

Through the innovative and fully integrated Superstore campaign, Progressive showed consumers that a better way exists when shopping for new insurance. And, with our charming, helpful, and hysterical spokesperson Flo, we put a new face on the Progressive brand.

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