BAUER HOCKEY
Steve Jones
Monica James
Luke Ventura
Ed Saunders
Darryl Hughes
Dir.-Global Brand Comm.
Global Brand Mgr.
Digital Initiatives Leader
U.S. Mktg. Dir.
Canada Mktg. Dir
OLSON
Emilie Hitch
Brooke Dykema
Trisha Sandau
Derek Bitter
Matt Lundmark
Super. Cultural Anthropologist
Acct. Dir.-Interactive
Sr. Interactive Project Mgr.
Creative Dir.
Acct. Super.
Evinrude
BOMBARDIER RECREATIONAL PRODUCTS
Dick Palmersheim VP-Mktg.
CRAMER-KRASSELT
John Freckmann
Katie Daggett
Chris Buhrman
Matt Herrmann
Josh Kemeny
Grant Firoita
Kate Schroeder
Dinah Goris
Nick Zink
Sr. VP-Group Acct. Dir.
Sr. Acct. Exec.
Creative Dir.
Art Dir.
Copy Writer
VP-Group Media Dir.
Assoc. Media Dir.
Bdcst. Producer
Interactive Art Dir.
WHY WE PLAY
While the competition was heavily outspending Nike Bauer with ad
campaigns that put pro players on pedestals, Nike Bauer instead built a
movement for itself that began with a six-week immersion into the lives
of hockey players at all levels through the agency’s brand
anthropology group. The result: a fresh, holistic effort that connected
with the brand community on a level they could relate with and
established Nike Bauer as the one hockey brand that truly understands
“Why Players Play.”
SPEND MORE TIME ON THE WATER
Facing a shrinking pool of customers due to economic and
distribution challenges and strong competition from industry
leaders Mercury and Yamaha, Evinrude needed to find a new,
more meaningful point of difference. Research showed that
Evinrude was beginning to build a reputation for requiring the
least amount of maintenance. This resonated with consumers
who hated the hassle and cost of outboard maintenance.
Now, Evinrude could promise more time on the water and less
time in the dealership.
