Toyota Motor Sales
TOYOTA MOTOR SALES
Kim McCullough Corp. Mgr.-Mktg. Comm.
Dionne Colvin Natl. Mgr.-Advt. & Comm.
CONILL ADVERTISING
Carlos Martinez Exec. VP-Genl. Mgr.
Ana Rodriguez Dir.-Client Services
Pablo Buffagni VP-Creative Dir.
Laura Semple VP-Strategic Planning Dir.
Amanda Vickers Sr. Strategic Planner
Karen Treydte Exec. Media Dir.
Sandy Mayer Interactive Dir.
Lourdes Caballero Dir.-Production Services
TUNDRAZO
Tundra was perceived as a weak, wannabe truck not for real men.
It was learned that respect is the most coveted possession among
this conquest target. The new Tundra’s campaign proved that it
fulfilled this target’s unspoken code of respect.
InSinkErator
INSINKERATOR
CRAMER-KRASSELT
Dave Hofmann Sr. VP-Creative Dir.
Kristyn Lilley Sr. Art Dir.
Greg King Writer
David Dugan Mgmt. Super.
Susan Bishop Sr. VP-Group Acct. Dir.
Kelli Rathke VP-Group Media Dir.
Tina Daniell VP-Assoc. Dir., PR
Bob Rinderle VP-Dir., Interactive Mktg.
Ronda Lichtensteiger Production Mgr.
Laura Hinrichsen Media Super.
GRIND MORE. HEAR LESS
In preparing to launch a line of premium food waste disposers,
InSinkErator found that, though considered useful, consumers paid
very little attention to their disposers. Thus, beyond the introduction
of the line, the goal of the campaign was to take disposers from
ignored to desired. Achieving this required a revamp of the entire
brand. Since the launch of the campaign, the premium disposer
segment jumped from 8% to 20% of unit sales, and sales revenue
increased by 18%.
