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.

Agency-wide studies often get over-looked in research competitions because they seem to lack specific client insights, but Havas Media/MPG's study provided inconvenient truths that impact all of the brands on its client roster, not to mention the human race and every other species on this planet.

Want to find a more effective way of targeting prospects for a sleep-enhancing line of mattresses? If you're the media team at Milwaukee agency Cramer-Krasselt, you research American sleep patterns to identify who will be most receptive to client Sealy Posturepedic's unique product attributes.

Looking to compete with bigger-spending competitors, Nationwide took aim at a key psychographic target with an integration on the CMT Music Awards.