Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies.
Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.
Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.
Marcy Shinder, VP, brand strategy and marketing of American Express OPEN, and Jason Rudman, director, OPENForum.com Strategy and Marketing, American Express OPEN, shared insights on the small business sector and key marketing trends in the 2009 "do more with less" economic climate and discussed the launch of OPEN Forum 2.0.
Karen Brewer, VP of customer experience at Autodesk, discussed the company's newly-launched Autodesk Partner Portal and the importance of bringing the customer's voice into development process of online properties.
3Dudes Gone 3D is an engineering software advertising campaign. Its main goal was to increase brand awareness and continue to help build community among design engineers in a highly competitive category.
Bauer was sold by Nike and with that lost the marketing power of the swoosh. We leveraged the heritage and strength of the Bauer brand and connected directly to the people who brought them to the industry leading position — the players. The result — Bauer became stronger, more profitable and the most talked about brand in hockey.
The Atlantic magazine was an old and stodgy institution. Its circulation was stagnant. It was losing money. Rather than trying to convince people that The Atlantic wasn't as dull as they feared, we set our ambitions much higher: to become the source of mental stimulation so many craved; to bring back deep, nuanced-thinking; to incite people to Think. Again.
United Technologies is a 58 billion dollar company that few people knew about. We needed to get Wall Street investors to take notice of this solid diversified industrial in a way that would inspire them to research, recommend and purchase United Technologies stock — with serious levels of investment.
Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.
Ford Motor Company was looking for a creative way to get people who normally wouldn't set foot in a dealership to test-drive its vehicles. In response, Team Detroit created Drive One 4 UR School — a program that would take the test-drive out of the showroom, bring it to the dealership and do so in a meaningful way.
After decades of being the category leader, Extra found itself in a losing battle with new, formidable competition. By establishing Extra as a weight management tool, we were able to freshen the brand by establishing new relevancy and connect with women in a meaningful way. As a result, Extra was able to grow sales and share for the first time in years.
Declining sales and years of brand and media neglect meant Glidden Paint was about to lose a prime retail distributor. An overhauled in-store experience, a free paint giveaway, and unique placement of TV, innovative magazine inserts, outdoor kiosks and banners all contributed to Glidden's sales jumping up 34 points versus prior year.
Over the years, 'hacking' has grown into a multi-billion dollar industry intent on stealing the identities and assets of anyone online. To help people understand the magnitude of this phenomenon, McAfee gave it name: H*Commerce. In three months, brand awareness increased 150 percent, ultimately redefining a brand and the category.
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. DPS families didn't need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding — necessary for financial viability.
Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers' pantries, and onto their tables, we had to dispel many, many misperceptions. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10 percent growth in share.
Despite the global economic meltdown HSBC needed to stay on the planned growth track and bring new retail customers to the bank with the checking product PLUS BANKING. Instead of shying away from the recession, HSBC used it to shine a light on how their understanding of their customers truly set them apart with the idea: Math of Life.
MLB 09 traditionally set the standard for baseball gaming titles. In 2009, it was faced with launching a game with moderate development gains but no real news. To create differentiation, it had to aggressively own authenticity in a way that felt "of baseball." Its strategy was to feature one of the game's brightest stars, Dustin Pedroia, and talk about the game within the game.
For over 50 years, Stouffer's has been the biggest name in frozen dinners. But despite its success, the brand was beginning to lose touch emotionally with hardworking, heartland moms and this was driving up the cost of growth. What Stouffer's needed was a new enthusiasm and a new role in mom's life.
Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect The Pouch' came to life in TV, gaming & print, making Capri Sun more famous to kids than Nike.