Olive Garden
OLIVE GARDEN
Dave Pickens Pres.
John Caron Exec. VP-Mktg.
Mark Censoprano Sr. VP-Brand Mgmt.
Mark Gonzalez VP-Consumer Insights
Jodi Sees Dir.-Consumer Insights
GREY NEW YORK
Michele Kay Exec. VP
Tracey Boden Exec. VP
Peter Foster Sr. VP-Group Creative Dir.
Marshall Twinam VP-Creative Dir.
Adam Seely Exec. VP-Producer
MEDIACOM, GROUPM
HOSPITALIANO
When this campaign was developed, Olive Garden was on the
verge of going out of business. New competitors were copying the
brand outright, and it was being dramatically outspent. The work
was designed to create a powerful connection with consumers
that would, in turn, stem double-digit declines in sales and resurrect the brand’s leagership position in value. Since the campaign
was launched, Olive Garden has had 10 years of uninterrupted
growth, has the strongest emotional connection to consumers in
the category and is No. 1 in value.
Alltel Wireless
ALLTEL WIRELESS
Frank O’Mara CMO
Laura Cook Sr. VP-Dir., Mktg. Comm.
Lesa Handly Sr. VP-Dir., Mktg. Strategy
CAMPBELL-EWALD
David Lockwood Exec, VP-Dir., Strategic Planning
Candace Graham Exec. VP-Acct. & Digital Dir.
Mark Simon Exec. VP-Exec. Creative Dir.
Jim Millis Sr. VP-Creative Dir.
Iain Lanivich Sr. VP-Digital Creative Dir.
Dave Munson VP-Mgmt. Super.
THE MARTIN AGENCY
Karen Howell VP-Assoc. Media Dir.
CHAD & THE SALES GUYS
With merely 5% market share, 3% share of voice and key competitors spending $500 million-to-$1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by
8% in its high-penetration, slow-growth category. Through a gutsy
campaign featuring “Chad & The Sales Guys,” Alltel built strong
demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image,
exceeded its growth goal by 61% and achieved the category’s
lowest customer acquisition cost (more than twice as efficient as
AT&T or Verizon).
