VERIZON WIRELESS
Robyn Duval
Assoc. Dir.-Natl. Advt.
ERWIN-PENLAND
Joe Erwin
Allen Bosworth
Bill Reynolds
Anne Decabooter
Andy Mendelsohn
Jeff Hoffman
Beth Carter
ZENITH
Janet Cerrato
Pres.
Exec. VP-Client Service
VP-Media
Media Super.
Exec. Creative Dir.
Mgmt. Super.
Mgmt. Super.
Sr. VP-Dir., Local Bdcst., Zenithmedia
MARKETING WERKS
Derrick Peoples
Acct. Exec.
CNN
CNN
Scot Safon
CMO-Exec. VP
CNN MARKETING & ON-AIR PROMOTIONS
Jennifer Boardman Mktg. Dir.
Pollyanna Dunn Sr. Mktg. Mgr.
Priscilla Meek Asst. Mktg. Mgr.
Lara Hurst Sr. Mktg. Mgr.
Keisha Taylor Mktg. Mgr.
Aimee Schier Creative Dir.
Christal Jones Publicist
John Dance Sr. Producer
Drea Gillogly VP-On-air Promo.
RET MEDIA/TURNER BROADCASTING
FUSE ADVERTISING
LIQUID SOUL MEDIA
COLD OPEN
HOW SWEET THE SOUND
Struggling to gain market share in the African-American segment,
Verizon Wireless took a completely new approach to connect with
this community, launching a gospel choir competition, “How Sweet
the Sound.” The competition culminated in an electrifying concert
at the FedEx Forum arena in Memphis in October 2007. The
multi-channel, integrated campaign, involving online, TV, radio,
newspaper, out-of-home, mobile, direct mail and email, touched
the hearts and souls of the community and dramatically
accelerated Verizon Wireless sales and market share.
BLACK IN AMERICA
In July, CNN debuted an unprecedented four hours of original
primetime programming to report on what it means to be “Black in
America.” The marketing objective was to build awareness of the
documentary to drive record-breaking ratings for the premiere
across all consumer groups, with particular emphasis on the
African-American audience. Combining traditional and
non-traditional marketing proved overwhelmingly successful.
The documentary debuted with ratings that exceeded goals
and expectations, particularly from the target audience.
