Case Studies

Findability and Usability: How Designing for Visibility Paid Off for Combined Insurance

Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.

Effie Case Study: Building the Pedigree Brand-Pedigree Adoption Drive

Russ Neale, brand manager at Mars Petcare U.S. Inc., and Parker Barnum, account director at TBWA\Chiat\Day, discussed how Pedigree created an award-winning campaign based on consumer insights and cause marketing.

Coors Light: Innovate with "FIRE"

Royce A. Wills, marketing director of innovation, Coors Brands, MillerCoors LLC, discussed the successful launch of Coors Light's cold activated can in 2009 and the innovation strategy behind it.

Creating Big Ideas that Drive Business Starts with Consumer Insights but Depends on Flawless Execution

Laurie Profilio Sass, SVP, digital marketing, Bank of America, and Marc Oliver Berger, director, engagement management, Organic, Inc., discussed Bank of America's 2009 student banking campaign.

Agency Performance Evaluation Case Study

Genentech has developed a comprehensive structured agency evaluation program from scratch using ANA best-practice concepts and shared its learnings on the program.

Small Budget Needn't Mean Small Impact: Reaching Consumers in Recessionary Times, a Blue Shield of California Case Study

Sue DeLeeuw, director of consumer marketing, Blue Shield of California, and Paul Lavoie, cofounder and chairman, TAXI, discussed the advertising campaign TAXI recently created for Blue Shield of California.

Burger King's "Club BK": Engaging Parents and Kids to Drive Brand Loyalty

Matt Simpson, VP, strategy, Designkitchen, and Cherie Koster, senior manager, cultural marketing, Burger King, discussed how Burger King reached out beyond its core audience to successfully engage moms via Club BK, an online, multiplayer game and e-CRM program for kids.

Leveraging Legacy and Touting Touch Points to Renew Brand Relevance

Michael Keller, chief branding officer, International Dairy Queen, Inc., discussed how Dairy Queen seeks to differentiate itself with consumers on an emotional level through connecting with them via multiple touch points.

McDonald's: I'm Loving Growth

Neil Golden, senior vice president, chief marketing officer, McDonald's USA, LLC, discussed how McDonald's reinvented its brand with the "I'm lovin' it" campaign and continues to use ethnic insights to drive growth.

Ad Council "That's Not Cool" Case Study: New Ways to Speak to Teens

Deborah Leiter, vice president, campaign director, Ad Council, and Dawn Winchester, EVP, chief marketing services officer, R/GA, discussed the campaign R/GA created for the Ad Council that is geared towards raising awareness about teen dating violence.

Multicultural Marketing at the Core

Gail Galuppo, EVP, CMO, The Western Union Company, discussed the company's new "yes!" advertising campaign, which is geared towards reaching their 200 million "immigrant migrant" consumers around the world.

Effie Case Study: Lincoln Financial Group's "Get to Know Your Futureself" Campaign

This case study from retirement solutions provider Lincoln Financial details the company's 2009 Effie Award-winning campaign and describes how, with a limited advertising budget, the campaign drove trade advocates more than any tracked competitor, lifted brand affinity numbers dramatically among consumers, and grew qualified leads by the highest amount seen in a two-year period.

Unilever Case Study: Partnership with Time Inc.'s "Dinner Tonight" Properties

Irene Grieco, manager, media investment and partnerships, Unilever, discussed the strategy behind Unilever's partnership with Cooking Light magazine.

FedEx and Hulu Case Study: A Media+Creative Collaborative

Kevin McGurn from Hulu and Rayna Kahn from OMD discussed the growing impact of online television viewing and presented a case study from FedEx.

Effie Case Study: California Milk Processing Board's "White Gold" Campaign

Steve James, executive director, California Milk Processor Board, and Joshua Spanier, director of communication strategy, Goodby, Silverstein & Partners, shared a case study on their Effie Award winning "White Gold" campaign. Their goal? To inspire teens to drink more milk.

Creating an Emotional Connection Through Marketing

Ruby Anik, senior vice president, brand marketing, JCPenney, shared the strategy behind three campaigns implemented by JCPenney that were geared towards reaching Hispanic women, Asian-American teens, and Asian-American parents.

Blending Up Success for Jamba via Modern Marketing

Kim Larson from Jamba Juice and Jim Holbrook from Neighbor faced the challenge of reinvigorating the Jamba Juice brand. They discussed how Jamba Juice made radical changes to the brand's marketing approach using new products, new environments, and new media.