IBM Corp.
IBM CORP.
Deirdre Bigley VP-WW Advt. & Interactive Mktg.
J. Kosanke VP-WW Media Mktg. Comm.
Strategist
Noah Syken Mktg. Media Planning
David Manzo Mktg. Media Mgr.
Jennifer Ahearn Mktg. Comm. Specialist
OGILVY & MATHER
Scot Beck Sr. Part.- Client Service Dir.
Jeff Kenyon Planning Dir.
Jeff Curry Group Creative Dir.
Aaron Griffiths Group Creative Dir.
IBM pioneered the modern case study in the 1990s, and the studies worked great. Take a big story, tell it well and people listen. In
IBM’s case, they didn t just listen, they did more business with the
brand. But that was the 90s. Pre-YouTube. Pre-user generated
content. Pre-TV’s dead. Today’s media-neutral climate has many
people believing everything’s changed. Absolutely everything.
We disagree. We still believe if you tell a great story, people will
listen. What’s changed is how you get your story out there. The
answer? Brand journalism.
Nintendo
NINTENDO OF AMERICA
Reggie Flis-Aime Pres.-COO
George Harrison Sr. VP-Mktg. & Corp. Comm.
Robert Matthews Sr. Dir.-Consumer Mktg.
Michelle Mares Advt. Mgr
LEO BURNETT USA
Jamie Kieffer Exec. VP-Acct. Dir.
Robb Hittner VP-Acct. Dir.
Mick McCabe Sr. VP-Planning Dir.
Dan Funk VP-Planning Dir.
Dominick Maiolo Sr. VP-Exec. Creative Dir.
Bill Stone Sr. VP-Exec. Creative Dir.
STARCOM WORLDWIDE
GOLIN HARRIS
WII WOULD LIKE TO PLAY
The video game industry built walls around itself, desperately keeping its most ardent users in, while inadvertently shutting casual
and non-gamers out. Enter Wii: Nintendo’s revolutionary product
designed to make gaming accessible for everyone. Instead of
embracing an obvious strategy, namely fawning over the prized
teenage male gamer, Wii targeted his mom, dad and grandmother. While the competition catered to a narrow audience,
Wii invited everyone to play. The result? Wiis have been sold out
nationwide since launch and changed how people experience
video games.
