Effie Worldwide discusses key insights learned from the 2013 Effie Awards North American competition.
Mizuno had just seven percent brand favorability, a running shoe that felt hard and stiff on the sales floor, and one percent of the industry’s ad spend. Knowing that runners who log more than 20 miles a week would prefer Mizuno shoes if they could just run in them first, the brand developed a word-of-mouth campaign that put shoes on running feet, and both favorability and store sales increased.
Niharika Shah, vice president of marketing and advertising strategy at Prudential Financial, and Zach Foster, brand strategy director at Droga5, discussed Prudential’s Day One campaign and how it generated significant brand reappraisal, as well as an increase in brand awareness, consumer engagement, and positive messaging response.
Radha Subramanyam, executive vice president, insights and analytics at Clear Channel Media, presented key findings of a study on the listening habits and expectations of today’s consumers.
Bill Duggan, group executive vice president at ANA, and Kimberly McNeil-Downs, vice president of operations and vendor management at Fidelity Communications + Advertising, discussed the findings of an ANA survey on in-house agencies.
Jillian St. Charles, vice president at HGTV.com and HGTV Gardens, and Abbi McCollum, programming director at HGTV.com, discussed how the brand uses Pinterest and Instagram.
Mark Weinstein, vice president, strategy and loyalty at Hilton Worldwide, discussed how Hilton is driving better customer experiences through its loyalty program, by personalizing engagement with smart data, and by utilizing mobile and social technology.
Karissa Lim, brand manager at White Wave Foods, discussed how the company is innovating its Horizon brand beyond dairy, and James Clarke, CEO of Room 214, discussed the importance of brand storytelling in the post-advertising age.
Kaaren Hanson, vice president, design innovation at Intuit, discussed the company’s culture of innovation, including the successful use of rapid experimentation.
Brian Wieser, senior analyst at Pivotal Research, explored how the union of Publicis and Omnicom Group is sure to alter the advertising landscape for client-side marketers when it comes to economics, brand strategy, and agency relations.
Patrick Albano, vice president of social, mobile, and innovation sales, and Ashmeed Ali, director of insights at Yahoo! Inc., discussed best practices marketers can use to reach consumers on any device throughout the purchase decision process.
Gregory Weiss, vice president/business leader, social media marketing at MasterCard Worldwide, discussed why caring matters in social media. He shared social media best practices in the form of tweets and also discussed MasterCard’s #LoveThisCity campaign.
Bruno Bagala, WW GB MM business solutions and M2BP program deliverymanager at IBM, and Cheryl Metzger, associate director, marketing strategy at OgilvyOne Worldwide, shared IBM’s paid, owned, and earned approach, including its best practices for digital integration and driving earned media.
Marilyn Mersereau, SVP, marketing and CMO, and Susan Lovegren, SVP human resources at Plantronics, discussed Plantronics’ Smarter Working program that enables flexible working and lets employees live the brand story.
Ron Barasch, senior director, product marketing, and Shannon Riordan, marketing director at Yodlee, discussed how the company created a new brand identity and messaging platform based on an authentic and credible sense of what’s uniquely “Yodlee.”
The iconic Kentucky-based whiskey maker fully enters the digital age by creating a new global website with responsive design.
Jeff Fromm, executive vice president at Barkley and co-author of Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever, presented six rules for engaging with Millennials.
Sherrie Hablitzel, director, digital marketing at TransUnion, discussed changes the company made to achieve digital proficiency on a global scale, including creating an in-house agency and implementing responsive web design.
Onju Sturlaugson, integrated shopper marketing at General Mills, Inc., shared a behind-the-scenes look at the 64-year-old Pillsbury Bake-Off Contest and discussed how General Mills modernized it to engage Millennials.
David Bentz, director, retail strategy, and Patti Ziegler, VP global marketing communications at The Scotts Company, discussed the ways Scotts is breaking down barriers to entry into the lawn and garden category for Millennials.