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Case Studies

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Effie Case Study: Frontier Airlines -- The Growth of a Partnership and a Brand [Archived]

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 [Archived]

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.

Reinvigorating the Xilinx Brand from the Inside Out [Archived]

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 [Archived]

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 [Archived]

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.

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