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Case Studies

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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.

Utilizing Online Media to Drive Sales: A Dodge Ram Case Study

Steve Larson, account executive at Yahoo!, reviewed a case study showcasing how Chrysler, its agencies, and Yahoo! worked together to drive awareness of the new Dodge Ram truck.

Southwest Airlines: Bags Fly Free

Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging.

McDonald's Case Study: Unsnobby Coffee [Archived]

Kelly Hoyman, regional marketing manager, McDonald's, and Matt Griffin, account director, DDB, discussed the launch of McDonald's premium coffee in the challenging environment of Seattle, home of Starbucks.

Rapid Change as an Opportunity for Growth and Leadership: A Quintiles Case Study

Millie Tan, CMO and SVP, Quintiles, and Allison Womack, managing director, Doremus New York, discussed how Quintiles, a biopharma partner company, consolidated their four disparate brands under one umbrella to create a new biopharma category and a new Quintiles communications platform.

Recasting the Intuit Brand for Small Business Owners

Firouzeh Murray, brand leader, small business division, Intuit, and Michael D'Esopo, senior partner, brand strategy, Lippincott, discussed Intuit's decision to create an Intuit umbrella brand to house its well-known products, such as TurboTax and Quick Books.

Turning a Global Powerhouse into a U.S. Brand

Bill Stabile, senior director, brand & marketing communications, Siemens Corporation, shared the strategy behind Siemens' attempts to Americanize their brand and break down silos within the company.

P&G: Pampers Builds Solid Connections with Moms [Archived]

Jodi Allen, vice president, North America baby care, The Procter & Gamble Company, discussed Pampers' strategy for connecting with new parents.

Would You Wear a Health Insurance Company T-Shirt? [Archived]

Kelly Colbert, marketing strategy director at WellPoint, along with Avery Carroll, senior vice president, digital creative director at Deutsch and Carol Roth, vice president, account director at Deutsch, discussed how the brand used social media tools and technologies to allow consumers to interact in a positive and engaging way.

Strengthening the NFL Brand Through Integrated Brand Initiatives

Jaime Weston, director, brand management and integration, National Football League, discussed how the NFL develops a strong emotional brand connection with their consumers.

New Product Innovations That Can Only Come from Consumers

Jason Harty, brand manager, Vitaminwater, discussed how Vitaminwater used Facebook to engage with their fans and allow them to create a new flavor and label design for the beverage company.

Case Study: Mini Cooper Clubman

Trudy Hardy, manager at MINI marketing, and Chris Cardinal, group business director at Butler, Shine, Stern, & Partners, discussed how magazines played a key role in the campaign to launch the MINI Cooper Clubman and changed perceptions among early adopters with unexpected print executions, including a triple cover and integrated content within cutting edge publications.

Case Study: American Express and NBC Universal [Archived]

Lou Paskalis, VP, global media, content development & sponsorship marketing, American Express, and Mike Pilot, president, NBCU Advertising Sales, discussed the American Express "Shine a Light" campaign, which was created in conjunction with NBC Universal.

On the Battlefield: How Mazda Uses Metrics and Creativity Online [Archived]

Don Romano, CMO at Mazda North American Operations, and Patrick Sarkissian, CEO at Sarkissian Mason, provided an overview of the way creative ideas online are influenced by metrics and analysis.

Driving Health Care Transparency through Digital Channels [Archived]

Sue deLeeuw, senior director, corporate brand marketing at Blue Shield of California, discussed how her company used social media and digital tools for a product that allows consumers to rate and review their experiences with the brand.

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