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Case Studies

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IBM and Ogilvy: Marketing Analytics and Impact

Ed Abrams from IBM and Harvey Kipnis from OgilvyOne presented a list of seven steps marketers can take to become more accountable and discussed a case study on how they used analytics to drive growth in IBM's mid-market advertising.

Multi-Screen Case Study: Ford Motor Company and Microsoft Advertising

Brian Bos, senior vice president, team Detroit, Mindshare, and Jeff Plaisted, national sales manager, Microsoft Mobile Advertising, shared how Ford, in conjunction with Mindshare and Microsoft, has created a multi-screen consumer experience, that is geared toward driving people to Ford's mobile site and apps.

Haagen-Dazs Loves Honey Bees

Diane McIntyre, Senior Public Relations Manager, Haagen-Dazs, and Laura Janness, Brand Strategist, Goodby, Silverstein & Partners, discussed how Haagen-Dazs took up a highly relevant cause-the mystery of the disappearing honey bees, the tiny pollinators that Haagen-Dazs depends on for nearly half of their ingredients-after experiencing declining sales and increasing competition in their category.

Measuring the ROI of Sponsorships: Case Study of the Jack Daniels' Racing Team

Rich Schreuer, SVP, Chadwick Martin Bailey, shared a case study of the Jack Daniels NASCAR sponsorship.

PepsiCo's Approach to Television in Today's New Media Landscape

Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA's 2010 TV & Everything Video Forum.

Coldwell Banker & Social Media

Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate, and Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, described how the company is using social media to meet consumer needs and keep a century-old brand relevant in the digital age. Protocols for crisis management in relation to social-media activity were also shared.

How McAfee Made Media Social to Build a Brand and a Category [Archived]

Bob Kennedy, director of global advertising, McAfee, and Geoffrey Gougion, managing director, Tribal DDB, discussed McAfee's H*Commerce campaign, which is geared toward raising consumer awareness about cyber crime.

Tapping the Asian Market-Farmers Insurance Case Study

Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.

Word-of-Mouth Marketing That Goes Beyond Tactics -- Fiskars Case Study

Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.

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

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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.

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