FAShIoN & STyLE
bRoNZE WINNER
FINANCIAL SERvICES — CARDS
SILvER WINNER
FINANCIAL SERvICES — pRoDuCTS & SERvICES
GoLD WINNER
FINANCIAL SERvICES — pRoDuCTS & SERvICES
SILvER WINNER
Lee Jeans
American Express open
hSbC
ING Financial Services
LEE JEANS
Liz Cahill
Mark Lopez
VP-Mktg. Comm.
Mktg. Mgr.
AMERICAN ExpRESS opEN
Marcy Shinder VP-Brand Mktg. & Strategy
Jason Rudman Dir.-Open Forum Strategy & Planning
Jeff Klainberg Sr. Mgr.-Brand Mktg. & Strategy
Brian Lenhart Mgr.-Brand Mktg. & Strategy
Deborah Curtis VP-Advt.
Mark Bisard Counsel
hSbC
Johanna Breman
Dawn Fichot
Sr. VP-Head, Brand Advt., N.A.
Comm. Mgr.
ING FINANCIAL SERvICES
Ann Glover CMO
Mark Kirby Head-Corp. Advt.
Jim Cowsert Dir.-Brand Strategy
Jon Caddell Digital Advt. Officer
oLSoN
Mark Bubula
Bonnie Hoffman
Kreeti Shakya
Julie Forte
Leslie Luoto
Ross Teichner
Jeffery Isham
Joe Song
VP-Strategy Group Dir.
Sr. Writer
Art Dir.
Acct. Dir.-Interactive
Sr. Information Architect
Assoc. Technical
Creative Dir.-Interactive
Back End Developer
Back End Developer
CRISpIN poRTER + boGuSKy
Jeff Benjamin VP-Interactive Exec. Creative Dir.
Matt Walsh VP-Experience Dir.
Tiffany Kosel VP-Creative Dir.
bbDo ATLANTA
Jeff Upshaw Exec. VP-Chief Strategy Officer
Bill Pauls Exec. VP-Exec. Creative Dir.
Deborah Von Kutzleben Sr. VP-Sr. Group Acct. Dir.
JWT
Dinesh Kapoor
Michael Ashley
Natalie Kaufman
Thiago Cardoso
William Charnock
Erin Brownie
Lesli Bilgor
Michael D’Angelo
Creative Dir.
Creative Dir.
Copywriter
Art Dir.
Head-Acct. Planning
Acct. Planner
Bus. Dir.
Acct. Dir.
360I
MINDShARE
MINDShARE
bLINq MEDIA
oGILvy & MAThER
K&L ADvER TISING
DIGITAS
ThE NEW LEE.CoM
AMERICAN ExpRESS opEN FoRuM
As the division of American Express dedicated to the success of
small businesses, Open has been serving businesses for over 20 years.
In these challenging times, it is important to reach beyond the core
card business to assure business owners: “We’re here to help.” Inspired
by the entrepreneurial spirit and business owners’ desire to learn,
connect and expand, the proprietary web site OpenForum.com
was transformed and re-launched to create a powerful
online community of premium content, networking opportunities
and marketing exposure to help business owners thrive.
MATh oF LIFE
Despite the global economic meltdown HSBC needed to stay on
the planned growth track and bring new retail customers to the
bank with the checking product Plus Banking. Instead of shying
away from the recession, HSBC used it to shine a light on how its
understanding of its customers truly set the bank apart with the
idea: “Math of Life.” New account openings exceeded goal by
35%, bringing tens of millions of dollars in new deposits to the bank
as well as grew the health of the HSBC brand.
Do you KNo W youR NuMbER?
ING needed a 10%-20% improvement in key brand metrics with a
2.5% share of voice in the fourth quarter of 2008, a period when
trust in financial institutions was at an all time low. ING encouraged
consumers to find their number — the amount of money they
needed to save to retire the way they want. The bank made “the
number” an arresting, evocative icon and used a media strategy that maximized each dollar. ING’s brand metrics exceeded
expectations, including “opinion of ING” increasing 47% over the
previous period.
