Tuesday, September 13, 2016
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8:15am
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Breakfast
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9:00am
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General Session
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KEY INSIGHTS FROM 2016 EFFIE AWARDS
Effie Worldwide will present key insights learned from the 2016 Effie Awards North American program. With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling the discussion on the drivers of marketing effectiveness.
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Alexandra Dziuma
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Vice President of Client Management
Millward Brown
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CVS HEALTH: CIGARETTES OUT. HEALTH IN.
It takes a bold company to accept a $2 billion hit to its bottom line in order to better the health of its customers. That’s just what CVS Health did when they decided to remove tobacco from their stores. As a company focused on health, they couldn’t reconcile their commitment to promoting good health for their customers while selling a product that did the exact opposite. This news created a movement to inspire people to live healthier lives – a movement that reshaped how CVS Health was perceived in America, and, most importantly, a movement that compelled people to quit tobacco.
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Whitney Hardy
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Vice President Marketing & Enterprise Branding
CVS Health
Tom Darbyshire
Executive Creative Director
BBDO
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10:40am
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Networking Coffee Break
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11:10am
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LAUNCHING THE SEQUEL TO AN ICON: THE CONVERSE CHUCK II
The Chuck Taylor All Star is an icon: a 99-year old beacon of creative culture. For the first time ever in July of 2015, Converse created a sequel to this icon – a Chuck with design details and comfort additions in service of the creative consumer who wears them. By drawing inspiration from movie sequel launches – teasing the II with an iconic PR-driven reveal – we debuted Chuck II with high-impact messaging that drove comprehension of the comfort benefit, fueled incredible demand, avoided backlash from our loyal fans and sold out on Converse.com in one week.
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Kristin Cusic
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Director of Brand Marketing
Converse North America
Alex Franklin
Strategy Director
Anomaly
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LOVE - IT’S WHAT MAKES A SUBARU, A SUBARU
Subaru sales had been stagnant for seven years and the brand suffered from low opinion. Yet, it had some of the most loyal owners in the category. Subaru knew that if they could determine what was driving that loyalty, they could find others in the market who shared those same values. Moving away from rational sales messages, Subaru embraced an emotional approach by positioning the car as the co-conspirator to living a bigger life. A move that has propelled Subaru from the best kept secret to the darling of the automotive industry. It’s amazing what a little love can do.
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Alan Bethke
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Senior Vice President, Marketing
Subaru of America, Inc.
Marcus Fischer
President, Chief Strategy Officer
Carmichael Lynch
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12:40pm
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Luncheon
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1:40pm
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FARTING FRUITS BREATHE NEW LIFE INTO MR. SKETCH
How could Mr. Sketch, a largely forgotten coloring brand, make headway in a category dominated by Crayola? The answer: farting fruits. By leveraging the benefit of creativity stimulated by Mr. Sketch’s unique scents, we revived a brand that had had no marketing support in over 20 years. Mr. Sketch significantly lifted awareness, share and distribution by injecting the Youth Art category with a renewed sense of silly imagination.
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Victor Misawa
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SVP Marketing, Writing and Creative Expression
Newell Brands
Samantha Cescau
Group Strategy Director
BBH NY
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FOOT LOCKER: JAMES HARDEN TAKES ON THE INTERNET IN A GAME OF HORSE
Foot Locker’s “Approved” campaign has earned the affinity of sneaker-heads everywhere by showing pro athletes in human, relatable, and even self-deprecating situations. In 2015, we took the campaign a step further – enabling our audience to participate in a unique branded experience unlike any they’d ever seen before. We invited them to play a game of “Horse" with NBA All-Star, James Harden. All they needed to do was grab their phone and a ball, find a hoop and submit a short video of themselves making a creative shot, then send it to Foot Locker on Twitter or Instagram, tagged #horsewithharden. Then, one day in September, James Harden took on the Internet. The result: a 10x surge in traffic to Foot Locker’s homepage and an unprecedented amount of time spent watching the brand’s content online.
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Francine Feder
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Vice President, Integrated Brand Marketing
Foot Locker
Troy Tarwater
Executive Vice President, Worldwide Senior Director
BBDO
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