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Case Studies

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FedEx and Hulu Case Study: A Media+Creative Collaborative [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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.

Ingredients to Successful Social Media Campaigns [Archived]

Jordan Berg, founding partner and chief creative officer of Questus, discussed how Suzuki used traditional analytical tools and next-generation social tools to find a new audience. He also presented a case study on the Busa Beats campaigns.

RadioShack: Revitalizing an Iconic Retail Brand [Archived]

Greg Stern, CEO of Butler, Shine, Stern & Partners, discussed how RadioShack rebranded itself as The Shack using both traditional and social media along with events and promotions.

Reinventing the Client/Agency Relationship from the Inside Out [Archived]

BBDO and Hyatt shared how they formed a strong agency/client partnership based on a collaborative integrated communications model with a heart of hospitality.

Car-X Case Study—Using Research to Produce Most Cost Effective Campaigns [Archived]

Rich Brayer, vice president of marketing at Car-X, and Gregg Stewart, SVP of interactive at TMP Directional Marketing, shared a case study on how they were able to use comScore/TMPDM research to realign Car-X's marketing program and produce more cost effective results.

Case Study: Red Lobster [Archived]

Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.

International Truck and Engine: Drive and Deliver Case Study [Archived]

Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.

Strategies in a Downturn [Archived]

Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny's unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.

Evolving Condom Marketing to Drive Measurable Results [Archived]

James Daniels, vice president of marketing at Church & Dwight Co., Inc, discussed how Trojan has used metric-based strategic planning and monitoring to improve media efficiency and grow franchise sales and presented a case study.

Building a Strong Brand for Both Consumers and Businesses: An American Express Case Study [Archived]

Pat Shores, VP of brand strategy implementation global brand management at American Express, presented case studies to show how the company has approach its B-to-B and B-to-C businesses.

Doing More with Less - Sun Microsystems [Archived]

Jeff Julian, global search marketing manager at Sun Microsystems, discussed how his company has been able to use offline and online media to do more with less in the current economic climate.

Driving Efficiency: Sony's Multi-Channel, Multi-Platform Approach [Archived]

Andrea Fishman, VP, BGT Partners, discussed how Sony is taking advantage of the digital channel to efficiently improve their messaging, media relations, and customer relationships.

Streamlining Web Development and Operations [Archived]

Paul Dolegowski, director of CRM & interactive technologies at the Brown-Forman Corporation, and Slingshot CEO Owen Hannay discussed how they worked to streamline web development for a number of global web properties.

The Method Success Story [Archived]

Eric Ryan, co-founder of Method, and Scott Potter, founding managing partner of San Francisco Equity Partners, discussed how Method has used the brand to change the consumer packaged goods industry.

Effie Awards: Ideas that Work [Archived]

Col. Casey Wardynski, director, office of economic and manpower analysis, U.S. Army, Eric Johnson, president, Ignited LLC, and Laura Bowles, vice president, group account director, Crispin Porter + Bogusky shared Effie Award-winning case studies featuring the U.S. Army and Burger King.

Integration: The Key to an Effective and Efficient Marketing Budget [Archived]

Liz Cahill, Vice President of Marketing and Communications at Lee Jeans, discussed Lee's decision to move toward a more integrated and accountable system.

Oreo, America's Favorite Cookie: A Kraft Case Study [Archived]

In this case study, John Ghingo, marketing director, Kraft Foods, discussed the strategy behind Kraft's campaign to introduce Oreo cookies into the Hispanic market.

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