Reaching a minority audience requires a working knowledge of their customs, traditions and language. So Starcom had its hands full when it was given six weeks to put together a Canadian campaign tied to the Chinese New Year.
There's not a more appropriate show in which to place a product that markets itself to "men who take risks" than 24. When the producers were approached for this product placement, Degree was rebuffed, but not rubbed out.
Leave it to Sci Fi Channel to twist a children's story into a completely new adventure for adults. In promoting the re-imagining of L. Frank Baum's wonderful world, Fallon's team was faced with the challenge of intriguing viewers without offending the story's original fans.
At a time when jet-age couriers like FedEx and DHL are grabbing share of the rapid-delivery marketplace, Campbell-Ewald came up with a decidedly quaint and grassroots strategy to promote the speed, dependability and community-based connections of the U.S. Postal Service's Express Mail to customers in New Britain, Conn.
When a paparazzi photo of model and talk-show hostess Tyra Banks appeared to show cellulite, Omnicom's OMD unit seized on the opportunity to create an integrated communications channel plan for client Nivea that may well be the most imaginative use of "remnant" advertising space ever conceived by a big Madison Avenue media shop: the cellulite on Banks' thighs.
Want some serious media buzz for your brand? Try honey bees.
The "There Can Only Be One" campaign for the NBA might be the most iconic of the year.
The Sci Fi channel had a problem with Battlestar Galactica's audience of early adopters. They were 85 percent more likely than the average adult to be heavy DVR users.
The campaign to launch the third MINI built on brand recognition in a way that appealed to its target consumer: quietly and quirkily. The pre-launch and tease phase used nothing more than "ZIG. ZAG." in the familiar MINI font, but no images of the cars or even a logo.
Ever wonder what type of people participate in fantasy sports leagues? The E*TRADE account team at Publicis' Spark Communications unit did, and conducted some research that identified a unique consumer insight: E*TRADE's uber-competitive prospects are also avid fantasy sports leaguers, and managing a fantasy sports team is a lot like maintaining a stock portfolio.