MEDIA IDEA
SILvER WINNER
MEDIA INNovATIoN
GoLD
Kellogg’s Frosted Mini-Wheats
Adobe
KELLoGG’S
Matt Lindsay
Ananta Engineer
Yuvraj Arora
Sr. Brand Mgr.
Sr. Mgr.-Mkt. Rsch.
Assoc. Dir.
STARCoM WoRLDWIDE
Frank Cirone Bus. Mgr.
Stephanie Stopulos Digital Super.
Jeff Razniewski Digital Assoc. Media Dir.
Carrie Besler Digital Assoc.
Debra Wang Bus. Assoc.
LEo buRNETT
Jill Gray
Dan Lewis
Acct. Dir.
Copywriter
ADobE SySTEMS
Steve Weeks
Sr. Mgr.-Media Planning
GooDby, SILvERSTEIN & pAR TNERS
Joshua Spanier Dir.-Comm. Strategy
John Thorpe Dir.-Brand Strategy, Assoc. Part.
Johanna Poch Comm. Strategist
Joel Giullian Acct. Mgr.
ESpN
Galen Archibald
Acct. Exec.-Online Sales
FRoSTED MINI-WhEATS: MoM’S hoMERooM
After years of Frosted Mini-Wheats “Full and Focused” campaign
positioned around success in school for kids, Moms still weren’t
buying it. The times had changed, and a different strategy was
needed. The plan was to stop talking at Mom and join in on the
dialogue she was already having. Pulling together all of her trusted
resources, creating a one-stop shop online for all of Mom’s school-related needs, Frosted Mini-Wheats proved that the brand was
not only talking the talk, it was Mom’s true partner in helping her
kids succeed in school.
ADobE ACRobAT 9 uLTIMATE TouRNEy GuIDE
Last year, Adobe released a radically enhanced version of its
office software, Acrobat 9 (A9). But after so many earlier versions,
how to excite office workers about A9? It was important to show
off the product enhancements within content the audience cared
about. Using A9 technology, ESPN’s popular NCAA tournament
challenge was revamped. Users interfaced directly within A9, turning
the product into a new creative medium. Awareness of A9’s
features increased, some almost 80%. Downloads of A9 increased
by 70%, averaging 16,500 downloads per day and over 230,000
by campaign end.
MEDIA INNovATIoN
SILvER WINNER
MEDIA INNovATIoN
SILvER WINNER
CbS and pepsi
Frito-Lay
CbS
George Schweitzer
Anne O’Grady
Derek Milstead
Pres.-Mktg.
Exec. VP-Mktg.
Promo. Mktg.
FRITo-LAy
Kristen Colonna
Becky Frankiewicz
Gannon Jones
Julie Saliba
pEpSICo
Frank Cooper
Seth Kauffman
Chad Stubbs
CMO
Dir.-Media Strategy
Media Strategy & Investment
oMD
Erin Matts
Kristin Wesolowski
Meryl Haslach
Chief Digital Officer
Strategy Super.
Group Dir.-Strategy
oMD
Alan Cohen
Jonathan Haber
Jack Choate
Wanda Kato
CEO
U.S.-Dir., Ignition Factory
Project Mgr.-Ignition Factory
Group Acct. Dir.
JuNIpER pARK
Agatha Wronecka
Francine Li
Group Acct. Dir.
Acct. Super.
AMERIChIp
ENTERTAINMENT WEEKLy
KETChuM
Julie Schumacher
Ciardiello
Sr. VP-Dir., Food & Wellness Practice
MoNDAy To ThE MAx FIRST-EvER vIDEo-IN-pRINT
With the severe downturn accelerating in the print industry, the
medium was identified as ripe for innovation and re-invention. The
goal was to do something in print that would ensure the integrated
messaging for CBS and PepsiMax would come to life and for the
first time organically tie the print medium to a true television experience. As a centerpiece to its 2009 fall season launch campaign,
CBS, with new promotional partner PepsiCo, introduced the first
video-in-print advertising. This introduced magazine readers to
sight, sound and motion and directly delivered consumers CBS
and PepsiMax video content on the printed page.
oNLy IN A WoMAN’S WoRLD
The target group has a love-hate relationship with food, and
there was an opportunity to show guiltless indulgence options,
made just for her. Marrying the consumer insight that relationships are critical to easing conflicts as well as social and media
behavior, the campaign supported Frito-Lay’s Baked! Smart-food, Flat Earth and 100-calorie pack brands. The web series
“Only in a Woman’s World” was created, and the the target
group received communications through blog integrations,
editorial partnerships, dedicated emails, brand pages on social
media sites and the hub www.onlyinawomansworld.com.
