Case Studies
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Army Gaming and New Media
Lieutenant Colonel Steven T. Fischer, digital program manager, new media concepts at the Office of the Assistant Secretary of the Army (Manpower and Reserve Affairs), and Eric Johnson, president of Ignited, discussed how the U.S. Army uses gaming to build awareness and encourage people to connect with its distinctive brand.
AMEX: Reinventing Marketing for a Reinvented Charge Card
Susan Hammes, Director, American Express Global Advertising and Brand Management, and Simon Pierce, Managing Director, Ogilvy & Mather, discussed the launch of American Express' new charge card, ZYNC.
Hotels.com: Integrating Digital, Social, Mobile, and 3D Augmented Reality with Offline Campaign
Vic Walia, senior director NA brand marketing at Hotels.com, shared how the brand took its award-winning offline campaign and brought it to the digital world using 3D augmented reality, social media, and mobile platforms.
U.S. Cellular: Delivering Brand Promise through Employees
Nicole Ames, founder and principal at Twist IMC, and Lisa Strazzante, senior manager, brand development at U.S. Cellular, discussed how U.S. Cellular succeeded in creating a program to ensure that the company's frontline associates can provide a consistent and differentiated wireless experience to customers, ultimately providing for greater integration throughout the organization.
American Licorice: Navigating the Social Web
Aaron Johnson, director, consumer marketing, American Licorice Company, and Michael Kelly, consumer communications manager, American Licorice Company, discussed American Licorice’s new social media strategy, which was initiated eight months ago.
Amway: Building Business the American Way
Candace Matthews, chief marketing officer of Amway, discussed how the company’s versatile marketing strategies—centered on a culture of brand acceptance and regional sales models that blend innovation, technology, and interpersonal relationships—have led to the brand’s recent successes in emerging markets.
Geico: Un-Boring Insurance
Ted Ward, chief marketing officer and vice president of marketing, Geico Auto Insurance, and John Adams, chairman and chief executive officer, The Martin Agency, Inc., discussed how Geico has made selling car insurance fun through their innovative ad campaigns.
Loyal Investors Encourage Fidelity Expansion
Jim Speros, executive vice president and chief marketing officer, Fidelity Investments, discussed Fidelity’s highly successful “green line” campaign.
RIM Races to the Top
As consumers continue to rely on BlackBerry as a secure way to communicate, Research in Motion (RIM) is sticking to its proven methods for achievement. RIM CMO, Keith Pardy, and Starcom MediaVest CEO, Laura Desmond, discussed their strategy, relationship, and formula for success.
Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and Earned
Mark Baynes, vice president and global chief marketing officer at Kellogg’s, demonstrated how Pop-Tarts uses paid, owned, and earned media to connect with its target consumers.
Building on Our Heritage: A Bank of America and History Channel Case Study
Representatives from Bank of America and The History Channel discussed Bank of America’s sponsorship of The History Channel’s acclaimed series, America: A Story of Us in 2010.
Effie Case Study: Frontier Airlines -- The Growth of a Partnership and a Brand
Bridget Fitzpatrick, VP, account director, Grey NY, and Diane Willmann, advertising director, Frontier Airlines, discussed Frontier’s award-winning advertising campaign, which has been in place since 2003.
Brewing Change: Creating Innovation via Differentiation
Alfredo Martel, senior vice president, marketing and product management at Caribou Coffee, and Stacy Janicki, director of account management at Colle+McVoy, shared key insights and strategies leveraged to brew up retail sales overnight, while building a vision for the coffeehouse of the future.
Target: Innovation through Events
Katie Erickson, director, events at Target Corporation, and Karima Ridgley, director, apparel & accessories at Target Corporation, discussed how the brand uses events to showcase its innovation around style and fashion.
Dove Hair Care: Gaming Case Study
Barret Roberts, lead communications manager at Unilever, and Bill Rouse, vice president at GSN, discussed Unilever's use of gaming to connect with its female target and build awareness, affinity, and purchase intent for its Dove line of hair care products.
LifeLock’s Direct Response and Brand Advertising Model
Andrew Wyant, VP of marketing at LifeLock, discussed how direct response advertising and brand advertising were able to strengthen the LifeLock brand.
The Global Advertising Management Team—A Ford Case Study
Jana Rygiel, global advertising purchasing manager at Ford, outlined why the Global Agency Management Team was developed and how it has morphed over time.
TD Bank: Building the Better Bank
Larry Albus, vice president, IEG Advisory Services Group, presented work IEG did with TD Bank that centered on putting processes and discipline around TD Bank’s sponsorship selection and evaluation program.
EA Case Study
Shawn Conly, VP, advertising and media, shared EA’s new agency model, which employs multiple agencies and has a focus on communications planning.
Effie Case Study: Kia Soul vs. Scion XB, David vs. Goliath Category
David Measer, strategic planning director at David & Goliath, described how Kia Soul and agency David & Goliath won an Effie award with a campaign that challenged the category leader, winning market share and connecting with a whole new audience.
