Case Studies

Reinvigorating the Xilinx Brand from the Inside Out

Kyra Whitten, senior director, worldwide communications at Xilinx, and Rachel Watkins, director, employee communications at Xilinx, discussed how the technology brand successfully completed a brand refresh initiative and simplified its portfolio of logos.

Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study

Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.

Priority Mail Flat Rate Boxes: "A Simpler Way to Ship"

Greg Whiteman, manager, market research, U.S. Postal Service, Joyce Carrier, manager, advertising, media planning and promotions, United States Postal Service, and Dave Lockwood, solutions planning director, CE, discussed the approach used to ensure rigorous development and execution for the Priority Mail "If It Fits, It Ships" integrated advertising campaign, which won the Grand Ogilvy Award.

Internal Promotion: A Pepsi Case Study

Lawrence DiCapua, senior manager, interactive marketing/CRM at Pepsi, discussed how Pepsi partnered with its agency to develop creative and dynamic email templates for internal communication that delivered significant results.

Driven to Succeed

Ford’s Jim Farley helps the resurgent automaker get its message out. Adversity has forced the brand to be a stronger, leaner, more agile, and aggressive company, with a renewed focus on the customer.

IBM's Let's Build a Smarter Planet

Ed Abrams, Vice President, Marketing, IBM General Business, IBM, and Kimberly Duffy, Partner, Executive Marketing Director, Ogilvy Worldwide, discussed the launch of IBM's "smarter planet" campaign in 2008.

Outrigger Case Study: Integrated Media Test

Robert L. Solomon, senior vice president and chief marketing officer at Outrigger Enterprises Group, shared a case study of his brand's outcomes and insights from an integrated marketing test that ensued after he rejected agency recommendations and dismissed publishers' proprietary research claims.

The Dial Corporation: A Roadmap for Integrated Marketing Success

Kara Tobin, director, media and integrated marketing at The Dial Corporation, discussed how the brand is working to develop a roadmap for success in integrated marketing and shared best practices and a case study for Purex.

Mars' Amanda Zaky on How to Leverage User-Generated Content

Amanda Zaky, manager of interactive, integrated marketing communications group, Mars U.S., and Lauren Nodzak, public relations manager, Mars Snackfood U.S., discussed the M&M's Most Colorful Contest and the social media efforts behind it.

MasterCard's Cheryl Guerin Discusses Building Connections Directly with Consumers

Cheryl Guerin, senior vice president, group head U.S. marketing and global digital marketing, MasterCard, discussed how MasterCard has moved its "priceless" campaign online.

Precision Marketing: A Path to Improving Marketing ROI

John Petralia, head of marketing operations, Bloomberg L.P., spoke about his time as the CMO of Iron Mountain and the marketing automation system implemented there.

How SUBWAY Uses Music Events to Drive Relevance, Store Traffic, and Sales

Representatives from SUBWAY and Univision Radio discussed an ongoing partnership between the two organizations, which has allowed SUBWAY to better connect with Hispanic consumers.

Strategic Sourcing for Sponsorship

Mike McGough, global procurement manager, media & sponsorship, Anheuser-Busch InBev, Inc., discussed a sponsorship audit recently conducted by Anheuser-Busch InBev.

Bring Your Sponsorship to Life

Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009.

The Birth of the One Second Ad: A Miller High Life Case Study

Joseph Abegg, brand manager, Miller High Life, MillerCoors LLC, and Brad Feinberg, Media Manager, Miller High Life, MillerCoors LLC, discussed the successful strategy behind Miller High Life's one second Super Bowl ad in 2009.

Bank of America Mobile Marketing

Mark Hendrix, VP, integrated channels marketing, mobile, Bank of America, discussed Bank of America's mobile marketing strategy.

Measuring Success: Brightening Our Brand

Priscilla Brown, senior vice president, head of marketing at Sun Life Financial U.S., and John Adams, chairman of The Martin Agency, discussed how their client and agency teams worked together to pull off one of the year's biggest sponsorship successes and also reviewed brand metrics and exposure results.