Erbert & Gerbert's Subs & Clubs
ERBERT & GERBERT'S FRANCHISE SYSTEMS
Veronica Miller-Deutsch Mktg. Mgr.
Eric Wolfe CEO
COLLE+McVOY
Mike Caguin
Dustin Black
John Neerland
Sarah Townes
Jenny Stoltenow
John Frahm
Christine Fruechte
Ed Bennett
Group Creative Dir.
Art Dir.
Copywriter
Acct. Dir.
Sr. Acct. Exec.
Asst. Acct. Exec.
Pres.-CEO
Design Dir.
GOLD WINNERS
Nortel
NORTEL
Lauren Flaherty
Anna Griffin
Peter Finter
CMO
Global Branding-Advt. Dir.
VP-Global Mktg. Comm. & Operations
McCANN WORLDGROUP
Jeff Thomas Exec. VP-Global Integrated Lead
John McNeil Exec. VP-Exec. Creative Dir.
Kurtis Glade Sr. VP-Creative Dir.
Kaersten Hill Acct. Super.
Matt Ross Pres.
UNIVERSAL MCCANN
Madeline Beniflah
Media Dir.
WEBER SHANDWICK
Tim Marklein
Exec. VP-Genl. Mgr.
A SUB CHAIN FACING AN UPHILL BATTLE
Erbert & Gerbert’s, a regional 46-store sub chain, was outmatched
and outspent by marketing behemoths such as Subway. E&G
faced a difficult position – evolve or starve. With a fresh brand
experience, E&G focused its limited marketing dollars on the
emerging millennial market and let earned media take care of
the rest. More than 3 million online impressions, thousands of
blog postings and national spotlight attention increased E&G
system-wide store sales in a declining industry and created a new
generation of loyal customers.
HOW MUCH IS YOUR NETWORK COSTING YOU?
In the networking category, Nortel is the David to Cisco’s Goliath.
However, comparing the costs of Nortel and Cisco data networks
revealed a powerful fact: Cisco data systems cost more to run
than Nortel’s. That was the chink in Cisco’s armor. Launched with
limited paid media that directed the audience to search for the
Cisco energy tax, the campaign was a huge success. The Nortel
sales pipeline grew 46%, shattering the 15% goal. Blog and press
coverage was broad. Nortel was out of the shadow of the giant.
