ANA Topics

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Power of Knowing

With 66 percent of all meters placed at pharmacy, winning at retail was the only option. Through a disruptive creative campaign customized for multiple retailers, OneTouch produced record-breaking results.

Power Smart Case Study

Re-usable travel mugs, water bottles and shopping bags are common, but, for some reason, wasting power isn’t seen in the same light. BC Hydro’s campaign was designed to remind British Columbians that, just like with other resources, wasting power is something to be avoided.

Right to the Bunk 2012

Cargill developed an all-in-one starter feed for young cattle called RAMP. It was a major innovation in an industry where feeders historically created their own blends.

SAG/AFTRA Update: To Be or Not to Be a Commercial

Stacy K. Marcus, associate, Reed Smith, LLP, and Allan Linderman, president, The Linderman Media Group, discussed key issues surrounding the expiration of the collective bargaining agreements with SAG and AFTRA in March 2013, with the most important issue being the proposed changes to the current definition of a commercial.

SAG/AFTRA Update: To Be or Not to Be a Commercial

Stacy K. Marcus, associate, Reed Smith, LLP, and Allan Linderman, president, The Linderman Media Group, discussed key issues surrounding the expiration of the collective bargaining agreements with SAG and AFTRA in March 2013, with the most important issue being the proposed changes to the current definition of a commercial.

Scream Collector — We Want Your Scream

A big idea was required to effectively reposition Nickelodeon Universe from an indoor wee park to a hip and cool theme park for teens and tweens. We overcame shrinking entertainment budgets and a host of other hurdles to take Nickelodeon Universe from a fail to LMAO in our prime targets eyes by introducing an iconic character, the Scream Collector.

Singin' In The Rain

To launch its Nourishing Oil Hair Care line, Dove needed to earn credibility among hair-involved women, steal share from market leader Pantene and spend less than 1MM.

Superfast Handwash

By fusing a paradigm changing consumer insight with a revolutionary product attribute, Lifebouy was able to produce results that clichés are made of: Challenging and winning against a dominant market leader across the globe despite being saddled with the baggage of being a poor man's brand.

The Art of Shopper Marketing: Purex's Shock and Awe at Walmart

In January 2011, we launched Purex Complete Crystals Softener at Walmart. The natural crystal-based fabric softener provided long lasting freshness, but it carried the highest price tag in the category. Through an integrated educational offensive, we drove awareness and trial for Purex Crystals among Walmart's price sensitive shoppers.

The Best in Beauty 2011

We partnered with Allure and their "Best of Beauty" awards to spotlight winning P&G products and created a strong claim, "Best of the Decade," highlighting the 4 most awarded brands of the decade. Retailers got on board thanks to a robust marketing campaign.

The Day-After Thanksgiving Sandwich, Now Available Every Day

While a beloved American brand, Oscar Mayer is primarily known for bologna and hot dogs, products rooted in the past. In order to advance existing brand perceptions, Oscar Mayer needed to launch something that was more relevant to the way people eat today.

The Force

The VW Passat was not on the midsize sedan shopper’s list. For 2012 it was redesigned to address what buyers wanted: it was bigger, more stylish and more affordable. Engaging consumers early and getting them interested in the new Passat before it launched was critical to success. So, we enlisted a mini Darth Vader to announce its arrival seven months early on the Super Bowl.

The Horse

In the spring of 2011, The Field brought an unexpected exhibition — “The Horse” — to the city of Chicago. Neither unusual or exotic, the horse has become very common and ubiquitous in our society. However, we turned the idea of the ordinary on its head and developed a campaign that showed just how extraordinary and irreplaceable the horse is in our society.

The Roadmap to Becoming a Data-Driven Brand

Perianne Grignon, SVP chief marketing officer, [x+1], and David Skinner, SVP Corporate Development, [x+1] discussed how some of the largest brand marketers are using data management platforms (DMP) to maximize campaign performance and ROI.

The Roadmap to Becoming a Data-Driven Brand

Perianne Grignon, SVP chief marketing officer, [x+1], and David Skinner, SVP Corporate Development, [x+1] discussed how some of the largest brand marketers are using data management platforms (DMP) to maximize campaign performance and ROI.

The Roadmap to Becoming a Data-Driven Brand

Perianne Grignon, SVP chief marketing officer, [x+1], and David Skinner, SVP Corporate Development, [x+1] discussed how some of the largest brand marketers are using data management platforms (DMP) to maximize campaign performance and ROI.

The Search for the New Aflac Duck Voice

Immediately following the devastating earthquake and tsunami in Japan (home to 75 percent of Aflac's business), Aflac was also faced with a marketing disaster: the voice of the beloved Duck, issued distasteful jokes about the crisis, and Aflac subsequently parted ways with him. Seeing an opportunity in this challenge, we quickly launched a nationwide, job search for the Ducks new voice.

The Weight Has Been Lifted

In the midst of one of the most challenging economic environments the construction industry has ever seen, USG launched Sheetrock® Brand UltraLight Panels, a revolutionary wallboard that is 30 percent lighter than traditional drywall.

Underheard in New York

Underheard in New York was a one month long initiative created to shift perceptions of the New York City homeless, increasing not only awareness but interaction with a population often defined by stereotypes.

uni-ball Instant Upgrade

For years, the pen category has been shifting to cheap, low quality products and private labels. Our strategy was to give uni-ball pens badge value.

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