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Case Studies

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It's a New Day for Weight Watchers

Cheryl Callan, senior vice president, marketing, Weight Watchers International, Inc., and Nick Brien, chairman and chief executive officer, McCann Worldgroup, discussed how the Weight Watchers brand has remained successful, despite the recent economic situation, as a result of becoming the platform for their advocates to support each other and share their success stories.

Vistaprint Case Study: Branded Direct Response TV

Bridget O'Brien, VP, communications, content & creative, Vistaprint, discussed how Vistaprint has used branded direct response TV to improve ROI and increase brand awareness.

FedEx Launches an Integrated Campaign to Optimize Multiple Digital Channels

Dennis Shirokov, marketing manager, FedEx, and David Skinner, SVP, client solutions/account management, [x+1], discussed how FedEx created its first end-to-end interactive campaign which leveraged multiple channels to provide an optimized online experience.

Kimberly-Clark: Huggies Integrated Marketing Case Study

Amanda Boyle, head of integrated marketing for baby and child care, Kimberly-Clark Corporation, and Angela Johnson, worldwide managing director, Ogilvy, presented an integrated marketing case study on Huggies Little Movers Slip-Ons.

True Value: Using Integrated Marketing to Reach Younger Consumers

Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.

Case Study: IBM Smarter Planet

Cecilia Correa, Advertising Manager of IBM Corporation and Ty Kendig, Senior Partner, Group Account Director, IBM Brand Account Management of Ogilvy Worldwide describe their journey to transform the way IBM’s brand is perceived and experienced through its Smarter Planet agenda.

From Stunt to Strategy: Mini USA’s Social Media Evolution

Tom Salkowsky, manager, MINI marketing, MINI USA, and Chris Cardinal, group business director, Butler, Shine, Stern & Partners, discussed the evolution of MINI’s social media strategy to an “always on” approach.

MasterCard's Priceless New York Campaign Strengthens Local Bonds Through Social Media

Elaine Lawson, director, U.S. marketing, MasterCard Worldwide, Liz Birenbaum, VP, global digital marketing, MasterCard Worldwide, and Chad Wilson, account director, R/GA, discussed how MasterCard is leveraging social media to build relationships with New Yorkers through their "Priceless New York" campaign.

Hilton Honors Loyal Travelers with a Global Rewards Program

Jill Mohel, director of marketing, global customer marketing, Hilton Worldwide, discussed how Hilton has reenergized their Hilton HHonors loyalty program.

The Evolution of Engagement and the Mobile Opportunity: A Target Marketing Case Study

Barbara Hagen, marketing director, Target Corporation, and Rob Friedlander, co-founder and vice president, business development, Phluant, Inc., discussed how Target created the first ever mobile circular.

Electronic Arts: The Expansion of Social Gaming

Bertram Chan, senior manager, strategic partner, Playfish, Electronic Arts, and Aaron Lassila, director, global media sales, Electronic Arts, discussed the evolution of the social gaming marketplace, highlighting brand integrations within the popular Sims Social game.

Integrating Brands with Entertainment: Dr. Oz Show and Walgreens

Christine Kubisztal, director, media services, Walgreens Company, and Gary Hoffman, firector, Liquid Thread, discussed how Walgreens partnered with The Dr. Oz Show to improve their credibility and engage with consumers.

Retail Circular Gets a “Smart” Digital Makeover

This Macy’s case study from Yahoo! highlights how the retailer engaged with Yahoo! audiences through a targeted and interactive pullover ad featuring a digital version of their holiday sale circular.

The Hershey Company: Using Mobile to Build a Better Business and a Better Future

Edward Martin, director, marketing excellence and corporate social responsibility insights, The Hershey Company, and Andy McCormick, vice president, public affairs, The Hershey Company, discussed how Hershey utilizes mobile to support charitable causes, as well as to support their supply chain and business results and to drive their corporate mission.

Wheat Thins Uses Music to Support Brand Repositioning

Wheat Thins (a Kraft brand) has used its sponsorship of the Bonnaroo Music and Arts Festival as a platform to sample products, boost consideration, and engage young adult consumers.

3M: Communicating Innovation to Employees

Dawn McGinley, director, corporate marketing and communications, 3M, and Anne Greer, manager, corporate brand, 3M, discussed how 3M used innovative techniques to reach out to their employees.

Transforming to Better Meet Customer Needs: End User Computing Solutions

Tim Peters, Vice President, CSMB End User Computing Marketing and Singapore Design Center, Dell, Inc., and Kirk Schell, Executive Director and General Manager, Business Client Product Group, Dell, Inc., discussed how Dell has evolved their approach to product marketing by utilizing deeper customer insights in order to develop better products, solutions and consumer experiences.

Intel: Leadership in Integrated Marketing

Richard Peeler, director of marketing strategy at Intel, spoke to key ways to have a successful marketing program. He presented a case study detailing Intel's campaign efforts for Intel's 2nd Gen Core Processors.

The Five Pillars of B2B Marketing

Scott Harris, senior director of enterprise campaign and demand marketing for Adobe Systems presented how his team created five pillars of B2B marketing success via industry best practices as well as from internal practices.

USG and Social Media: Marathon Not a Sprint

Garlanda Freeze, senior manager, marketing communications, USG Corporation, discussed USG's organizational approach to social media.

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