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Case Studies

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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.

"How Sweet the Sound" Hits All the Right Notes [Archived]

Robyn Duval, associate director, national advertising, Verizon Wireless, shared the results of Verizon Wireless' Effie Award-winning campaign, "How Sweet the Sound."

Fender Musical Instruments: Building Market Confidence through Consumer Engagement [Archived]

Richard McDonald, senior vice president of global marketing, Fender Musical Instruments, discussed how Fender meets the challenge of balancing a 60-year legacy with brand relevancy by developing innovative consumer and retail programs that engage consumers in authentic and powerful ways, while constantly advancing a vital brand heritage.

Skittles and Twitter [Archived]

Carole Walker and Osher Hoberman with Mars presented a case study of a campaign for Skittles candy that utilized Twitter and other social networking tools.

Bringing Together Shopper Marketing and Bought In-Store Media [Archived]

David Sommer with MEC Retail discussed how marketers can use shopper marketing and in-store media to drive sales and build brand equity.

Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes [Archived]

Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.

HP Case Study: 31 Days of the Dragon WOM Marketing Program [Archived]

Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.

Competing with 'The Big Guys' How to Maximize Value and Impact Despite Limited Marketing Spend [Archived]

Brad Casper, President and CEO, The Dial Corporation, shared five case studies detailing Dial�s ability to keep pace with their higher spending competitors.

The Coca-Cola Company Takes Value-Based Compensation from Vision to Reality [Archived]

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 [Archived]

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 [Archived]

This article discusses the Nissan Rouge campaign, which successfully integrated traditional and digital media.

Marketing Effectiveness—Balancing the Short Term and Long Term [Archived]

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 [Archived]

Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.

UPS: Effie Winning Video Strategies [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

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 [Archived]

Richard Vincent and Matt Lower with Smartfusion presented a case study of their experience with pop-up marketing for Procter & Gamble.

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