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Case Studies

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Gatorade's Transformational Creativity

Sarah Robb O'Hagan, chief marketing officer, Gatorade, PepsiCo Inc., and Stanley Hainsworth, chairman and chief creative officer, Tether, discussed Gatorade's recent creative transformation.

Old Spice: "The Man Your Man Could Smell Like"

James G. Moorhead, North America Marketing, Brand Manager Old Spice, The Procter & Gamble Company (P&G), highlighted how Old Spice used social media and the digital environment to engage with consumers on a deeper level, ultimately regaining a strong relevancy with young men and garnering one of the greatest successes for the brand yet.

Cause Marketing Case Study: PerkinElmer and WEF

Jon Lese discussed PerkinElmer's sponsorship of Water Environment Federation and detailed the engagement cycle, which is key to success in sponsorship activities.

Leveraging NBA and WNBA Partnerships to Elevate a Brand

Wendy Metcalf, director of partnership marketing at Lifelock, Inc., discussed her company's highly visible sponsorships and the strategies, activation, and success of each.

Kraft Case Study: Capri Sun [Archived]

Vinay Sharma, Director of Capri Sun Beverages, Kraft Foods, and Joan Dufresne, Senior Partner, Group Planning Director, Ogilvy & Mather, discussed Capri Sun's Effie Award-winning "respect the pouch" campaign.

Kimberly-Clark's U by Kotex® Campaign

Deborah Hannah, integrated marketing planning director, Kimberly-Clark Corporation, shared a case study on the U by Kotex® brand campaign.

Effie Case Study: "Real Talk:" How the U.S. Marine Corps Connected with Young African-American Men

Representatives from UniWorld Group, Inc., a division of WPP, discussed their Gold Effie Award-winning campaign created for the U.S. Marine Corps.

Unilever's Sharpened Focus: Hellmann's Case Study

Ryu Yokoi, Brand Manager, Unilever, Sarah Kostecki, Account and Marketing Director, Ogilvy & Mather, and Jeffrey Bowman, Director, OgilvyCulture, discussed how Hellmann's used a general market idea in 2009 to reach the Hispanic community.

Effie Award Ideas that Work: Charmin Bath Tissue

Representatives from Charmin Bath Tissue and LAPIZ, a Hispanic marketing agency, discussed Charmin's Gold Effie Award-winning campaign.

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

Jim Speros, executive vice president and chief marketing officer, Fidelity Investments, discussed Fidelity’s highly successful “green line” campaign.

RIM Races to the Top [Archived]

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.

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