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.
Irene Grieco, manager, media investment and partnerships, Unilever, discussed the strategy behind Unilever's partnership with Cooking Light magazine.
Kevin McGurn from Hulu and Rayna Kahn from OMD discussed the growing impact of online television viewing and presented a case study from FedEx.
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.
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.
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.
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.
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.
BBDO and Hyatt shared how they formed a strong agency/client partnership based on a collaborative integrated communications model with a heart of hospitality.
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.
Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.
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.
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.
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.
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.
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.
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.
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.
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.
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.