Case Studies
The Coca-Cola Company Takes Value-Based Compensation from Vision to Reality
Sarah Armstrong, Director of Worldwide Media & Communications Operations at the Coca-Cola Company, shared the principles behind TCCC's transition to value-based agency compensation.
Accelerating Growth by Targeting the Multicultural Consumer
Liliana Gil, Director of Worldwide Marketing Services, Johnson & Johnson Pharmaceutical Services, and Armando Martin, Founder & Partner, XL Edge, discussed Johnson & Johnson's new multicultural marketing platform.
Mastering the Integration Maze
This article discusses the Nissan Rouge campaign, which successfully integrated traditional and digital media.
Marketing Effectiveness—Balancing the Short Term and Long Term
Eve Reiter and Eddie Hill of American Express described how their company measures the effectiveness of its marketing programs and balances long-term branding with ongoing customer engagement and loyalty initiatives. They explained how this is managed over cross-functional teams to align on key metrics of success and presented three case studies, which focused on a brand-building campaign, the small-business Plum Card introduction, and a social advocacy program.
IBM Case Study: Understanding the Effectiveness of an Event Portfolio
Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.
UPS: Effie Winning Video Strategies
Andy Azula with The Martin Agency, Inc. discussed how his agency created, launched, and evolved a winning integrated marketing campaign for UPS using a simple idea.
AT&T's Unique Perspective—Innovative Media Buyer and New Media Company
Chris Schembri, VP, Media Services, AT&T, discussed AT&T's marketing campaign for the Beijing Olympics and the steps that they are taking to incorporate new media and mobile marketing into their mainstream advertising.
Getting to the Big Idea and Stakeholder Buy-In
Lou Rubin, CEO of The Tiger's Cage Consulting, discussed how to gain management and stakeholder buy-in for integrated marketing programs.
Multicultural Marketing in a Traditionally "Non-Multicultural" Sport
Todd Ervin, Senior Director, Brand Strategy & Marketing Insights, International Speedway Corporation (ISC), shared the insights behind ISC's corporate multicultural marketing efforts.
Case Study: MassMutual—Safe Haven in Stormy Weather
John Chandler, SVP, CMO, MassMutual Financial Group, and John Wolfarth, SVP, Group Creative Director, Mullen, discussed MassMutual's new "good decisions" campaign, which launched in the midst of 2008's historic financial meltdown, but still reaped successful results for the organization.
The P&G Pop-Up Experience—Engaging Consumers and Driving Sales
Richard Vincent and Matt Lower with Smartfusion presented a case study of their experience with pop-up marketing for Procter & Gamble.
