INTERNET pRoDuCTS & SERvICES
SILvER WINNER
E*TRADE
E*TRADE
Nicholas Utton
Lea Stendahl
John Clarkson
CMO
Sr. Mktg. Dir.
Strategic Mktg. Consultant
GREy NEW yoRK
Tor Myhren
Noel Cottrell
Paul Behnen
Kyle Howland
Jon Holding
Alissa Sheely
CCO
Exec. Creative Dir.
Sr. VP-Creative Dir.
Sr. VP-Acct. Dir.
Sr. VP-Acct. Dir.
Acct. Exec.
SpARK CoMMuNICATIoNS
Miraj Parikh Media Dir.
LEISuRE pRoDuCTS & SERvICES
SILvER WINNER
Coleman
ThE CoLEMAN Co.
Jeff Willard
Delaina Lee
DoNER
Kevin Weinman
Marissa Larson
Jimmy Kollin
Karen Cathel
Alanna Kulas
Jeremy Moy
Kelly Finnigan
Laura Squillace
Sr. VP-Mktg. & New Product Devel.
Brand Mgr.
Exec. VP-Brand Leader
Sr. Brand Planner
VP-Creative Dir.
Assoc. Creative Dir.
Assoc. Creative Dir.
Assoc. Creative Dir.
Acct. Mgr.
VP-Dir., Interactive Operations
LEISuRE pRoDuCTS & SERvICES
Gold’s Gym
GoLD’S GyM
Lisa Zoellner
Cody Pierce
CMO
Mktg. Dir.
McKINNEy
Andrew Delbridge
John Newall
Ellen Steinberg
Bill Ward
Anne Newton
Naomi Newman
Meg Sewall
Mona Hasan
Part.-Chief Strategy Officer
Part.-Exec. VP, Group Acct. Dir.
Part.-Exec. VP, Group Creative Dir.
VP-Acct. Dir.
Project Leader
Sr. Producer
Art Dir.
Copywriter
CAMELo T CoMMuNICATIoNS
MEDIA CoMpANIES
The Atlantic
ThE ATLANTIC
Justin Smith
Jay Lauf
Zazie Lucke
Pres.
Publisher
Mktg. Dir.
EuRo RSCG NEW yoRK
Andrew Benett CEO
Michael Fanuele Chief Strategy Officer
John Graham Planner
Conway Williamson CCO
Christian Travers Copywriter
Dave Arnold Art Dir.
CLEvERWoRKS LLC
Mike McHale
Founding Part.-Chief Media Officer
TAKE CoNTRoL WITh E*TRADE
E*Trade’s challenge in the midst of a recession? Inform investors
they can take control of their finances at E*Trade. The campaign
used the brand ambassador, the E*Trade Baby, with a combination
of online and print, to reassure people they could indeed take
control of their finances. It was important to drive more people
to etrade.com, increase the number of accounts and make
sure people heard the message. Millions of views and visits later,
E*Trade saw tremendous growth in net new brokerage accounts
and reached a record number of accounts and increased
customer activity.
ThE oRIGINAL SoCIAL NETWoRKING SITE
For more than 100 years, when people thought of Coleman, they
thought of camping. But as the brand faced intensified competition from a myriad of lower-priced store brands, it began to lose
relevance with the next generation of campers. That is until research revealed the emotional bonds created around a campfire
were just another form of social networking. The solution? Position
Coleman as the “Original Social Networking Site.” The result: In
the make-or-break summer-selling season, Coleman increased
sell-through by 13%.
FRoM STRENGTh To STRENGTh — REINvENTING
AN ICoNIC bRAND
Despite a static number of U.S. gym members, 2009 saw an influx
of new no-frills gym chains with one very significant and timely
difference: Price. With monthly fees priced at one-fifth the average gym, the impact was swift and deep. A number of Gold’s
Gym’s well-established competitors were forced into bankruptcy.
Price matching was not viable, so Gold’s set about reinventing
its iconic brand to appeal to a broader audience. By doing so,
it not only fended off competition, it delivered a 36% increase in
new membership.
CAN ThE ATLANTIC TuRN A pRoFIT?
The Atlantic magazine was an old and stodgy institution. Its circulation was stagnant. It was losing money. Rather than simply try to
convince people that The Atlantic wasn’t as dull as they feared,
this campaign set out to become the source of mental stimulation
so many craved, to bring back deep, nuanced-thinking and to
incite people to think… again. It’s an idea that took the form
of neon signs, lively blogs and signs stuck in muffins. Ultimately, it
increased the ratebase 13%, digital revenue 93% and attracted
51 new advertisers.
