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Clear Brand Positioning: A Winning Characteristic

Marketing2020 found that winning organizations have a clearer brand positioning and higher internal brand engagement relative to underperformers.

Real-Time for Retail: Why Acting Quickly Matters in Search

Armed with smartphones and tablets, consumers are searching all day, every day, providing millions of moments of discovery and research.

The "Drink Up" Campaign Made a Measurable Difference

Can an ad campaign influence consumers to buy more water? According to a new study by Nielsen Catalina Solutions (NCS), it can—but only if done right.

Reaching a Narrow Audience: Optimizing Campaigns with Valuable Insights

Reaching any desired audience is always a bit of a challenge for marketers, particularly amid an ever-fragmenting media landscape.

Chevrolet Helps Awaken the Dream of a King

Chevrolet shared how TV, print, and digital amplified awareness of a campaign, while experiential and social created a conversation about how to apply the lessons of Dr. Martin Luther King to modern-day life.

Brand Purpose Fuels Growth and Brand Consistency

Marketing2020 research also shows that, relative to their peers, brands with a purpose significantly over-perform in multiple performance indicators.

The Profit-Driven Marketer: Setting a New Standard for Performance

In this guide, we identify the main pillars of profit-driven marketing—recognizing value, targeting outcomes and capturing demand—to help you achieve a better bottom line.

Wind for Prosperity

Vestas used media partnership, influencer engagement, and social sharing to launch its clean energy initiative “Wind for Prosperity.”


GE used “Windbikes” to communicate the ease of producing renewable energy to politicians in Berlin in hope of reinvigorating their enthusiasm for clean energy.

The Last Meal

Amnesty International shifted public opinion on capital punishment by using tray liner ads to reach food court diners.

MasterCard’s Stand Up to Cancer Program

Elaine Lawson, vice president of U.S. digital marketing at MasterCard Worldwide, discussed how MasterCard leveraged digital and social media channels to #DoGood in support of the company’s partnership with Stand Up to Cancer.

City Year Reaches Millennials Through Social Media

Gillian Smith, chief marketing officer at City Year, shared key lessons learned, and insights on how its message resonated with Millennials and drove significant increases in awareness among the influential group through social media.


USAA successfully used promoted tweets and keywords to join online conversations around Memorial Day and to encourage social media users to #HonorTheFallen.

Real Beauty Sketches

Dove used sketches to help women realize just how beautiful they are while also making real beauty a global topic of discussion.

The American Heart Association and the Multicultural Community

Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.

Marketing Makes a World of Difference: Interview with Morten Albaek, CMO of Vestas on Wind for Prosperity

Today’s social media environment with its constant sharing, commentary, advocacy and criticism has dramatically shifted the rules of “doing good business,” and global marketing organizations must evolve to address new challenges and opportunities.

Welcome to the Human Era

In this white paper, Hill Holiday and Lippincott define what being a Human Era company means, and who is doing it well. Building from a large data set of over 800 companies, they examine the leaders and define the behaviors of companies — both big and small — that are able to break through in this new environment and build trusted, authentic connections with consumers.

Embracing the New

Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.

Engagement Saves Lives

Today, “Go Red For Women” is the largest network of women dedicated to ending heart disease, which it accomplishes through storytelling and mobilizing women to take action. As a result of its efforts, more than 1.5 million women have been recruited to help the Go Red movement, and 330 fewer women are dying daily from heart disease.

Innovation at Arby’s

Robin Seward, vice president, brand marketing at Arby’s Restaurant Group, Inc., discussed how finding your brand’s center is essential to innovation that is broad but also relevant.

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