Cause-Related Marketing
City of Hope: Beyond the Logo: Investing in a Cause, Investing in a Brand
Aline Loustaunau, director, marketing, City of Hope, and Amanda Schrier, director, marketing, City of Hope, shared best practices for cause marketing partnerships and highlighted recent examples that go beyond the logo transaction.
Wyndham Takes PGA Tour Event on Vacation
The goal of Wyndham’s PGA Tour sponsorship is to promote the company’s wide range of vacation offerings, according to IEG.
Ford: Drive One 4 UR School
Tracy Magee, primary brand experiential marketing manager, Ford Motor Company, discussed Ford's Drive One 4 UR School program.
Ford: Drive One 4 UR School
Tracy Magee, primary brand experiential marketing manager, Ford Motor Company, discussed Ford's Drive One 4 UR School program.
Invest, Don't Buy: A Smarter Way to Sponsor
Emily Rogers, President, IEG Consulting Group, moderated a panel discussion with Jon Levine, Vice President, Global Experiential Marketing, Xerox Corporation; Mike Kelner, Senior Director, Sponsorship Marketing, Fidelity Investments; and Andrew Kritzer, Associate Vice President, Strategic Marketing and Communications Division, Sharp Electronics Corporation, about smarter ways to sponsor by making investments instead of buying.
Get Going with Green: Closing the Sustainability Gap
OgilvyEarth examines the large sustainability gap in China and takes an in-depth look at the differences between the actual behaviors of people versus their claims about sustainable behavior.
Mainstream Green: Moving Sustainability from Niche to Normal
This study from OgilvyEarth discusses the importance of closing the Green Gap in order to make a business case for the green movement.
Personal Grooming Category Brushes Up On Sponsorship
According to a recent IEG report, personal grooming brands are now using sponsorships to differentiate themselves from their competitors.
Sponsorship Remains Fertile Ground for Property/Casualty Insurers
A report from IEG indicates that companies such as Allstate, Esurance, and Farmers Group are investing heavily in sports sponsorships.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
New Balance and Susan G. Komen for the Cure: Making Excellent Happen
Amy Shapiro, cause marketing consultant, New Balance Athletic Shoes, Inc., and Megan S. King, director, sponsorship, Susan G. Komen for the Cure, discussed New Balance's long-term sponsorship of Susan G. Komen for the Cure's events.
The Hershey Company: Pause to Support a Cause
Ed Martin, director, Marketing Excellence and Corporate Social Responsibility Insights at The Hershey Company, discussed the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants helps decrease research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement, and listening programs.
The Hershey Company: Pause to Support a Cause
Ed Martin, director, marketing excellence and corporate social responsibility insights at The Hershey Company, discussed the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants helps decrease research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement, and listening programs.
American Cancer Society: Social Media as a Force Multiplier
Andy Goldsmith, vice president, Creative Brand Strategy, American Cancer Society, and Chris Mumford, senior vice president and account director, The Martin Agency, discussed how the American Cancer Society's digital and social team created a "web-centric" campaign to raise awareness, and money, for a great cause.
American Cancer Society: Social Media as a Force Multiplier
Andy Goldsmith, vice president, Creative Brand Strategy, American Cancer Society, and Chris Mumford, senior vice president and account director, The Martin Agency, discussed how the American Cancer Society's digital and social team created a "web-centric" campaign to raise awareness, and money, for a great cause.
Welch’s Heart Healthy Case Study
Jackie Alosso, associate marketing manager, marketing strategy & PR, Welch Foods Inc., and Alexandra Shea, account director, Marketing Drive, discussed Welch’s “Follow Your Heart” campaign, which they developed for American Heart Month in February 2011.
Connecting Brand Purpose to Cultural Purpose
Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.
Singular Focus
Jill Beraud places consumers at the center of PepsiCo’s marketing innovations. Get Beraud's top best practices and find out how the brand uses cause marketing and social media.
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
