GovERNMENT, INSTITu TIoNAL & RECRuITMENT
bRoNZE WINNER
united States Army
uNITED STATES ARMy, MANpo WER & RESERvE AFFAIRS
Michael J. Sullivan Deputy Asst.-Mktg. & Recruiting
John Myers Deputy Dir.-G7
McCANN ERICKSoN
Lisa Nocella
George Dewey
David Waraksa
Dir.-Total Comm., U. S. Army
Exec. VP-Exec. Creative Dir.
VP-Sr. Art Dir.
MRM WoRLDWIDE
Michael Jacobs
Sr. VP-Exec. Producer
uNIvERSAL McCANN
Gary Barsky
Mike Racic
Sr. VP- Mngng. Dir.
Sr. VP-N Y Dir., Digital Comm.
WEbER ShANDWICK WoRLDWIDE
Jerrod Resweber VP
MoMENTuM WoRLDWIDE
Tanya Kesmodel VP-Dir., Bus. Leadership
STRENGTh LIKE No o ThER
The Army’s mission: enlist 70,000 people in the active Army despite
the challenge of being at the forefront of the persistent conflict
in the Middle East and being the least aspirational branch of
the military. “Strength Like No Other” played an integral role in
expanding preconceived notions of being a soldier, engaging
potential prospects and providing venues by which qualified,
informed, interested prospects could raise their hands and speak
to a recruiter, allowing the Army to exceed its mission and quality
goals for the year.
hEALThCARE — ovER-ThE-CouNTER
SILvER WINNER
plan b
TEvA WoMEN’S hEALTh
Amy Niemann Genl. Mgr.-Sr. VP
Andrea Porzio Dir.-Consumer Mktg.
DRAFTFCb
Patricia Prugno
Ellen Yuen
Cynthia Rothbard
Amelia Rosner
Enslow Kable
Alex Bragg
Denis Philipps
Sr. VP-Group Mgmt. Dir.
Sr. VP-Mgmt. Dir.
Sr. VP-Creative Dir.
Sr. VP-Creative Dir.
VP- Dir., User Experience Insights
Sr. Acct. Planner
VP-Group Media Dir.
pLAN b: bECAuSE ThE uNExpECTED hAppENS
When Plan B emergency contraception launched over-the-counter,
it was surrounded by misperceptions and confusion. With a calm,
non-judgmental voice, the communications worked to normalize
emergency contraception and neutralize the panic associated
with unintended pregnancy. It clearly let women know what Plan B
was, what it wasn’t (the abortion pill) and where to get it. Communication goals were exceeded: The campaign doubled unaided
awareness, clarified the confusion about what Plan B was and
how it worked, communicated availability at retail and exceeded
sales goals by 93%.
