SuSTAINED SuCCESS
bRoNZE
TELECoM SERvICES
SILvER WINNER
TRANSpoRTATIoN
SILvER WINNER
TRANSpoRTATIoN
bRoNZE WINNER
united States Marine Corps
Sprint Nextel
Jetblue Airways
united Airlines
MARINE CoRpS RECRuITING CoMMAND
Maj. Genl. Robert E. Milstead Commanding Genl.
Col. Jeff Peterson Chief of Staff
Maj. Kurt Spackman Asst. Chief of Staff-Advt.
Dan Weidensaul Deputy Asst. Chief of Staff-Advt.
JWT ATLANTA
Tony Accurso
Carl Warner
Marshall Lauck
MINDShARE ATLANTA
Steve Harding
Co-Pres.-Genl. Mgr.
Co-Pres.-Exec. Creative Dir.
SpRINT NEx TEL
Bill Morgan
Mike Goff
Tracy Palmer
Sr. VP-Corp. Mktg.
VP-Corp. Brand Mktg. Comm.
Dir.-Advt. & Digital Comm.
GooDby, SILvERSTEIN & pARTNERS
Rich Silverstein Co-Chrmn.
Paul Stechschulte Creative Dir.
Christian Haas Assoc. Part.-Group Creative Dir.
Michael Davidson Group Strategy Dir.
Jennifer Fox Group Operations Dir.
Nicole Strada Sr. Brand Strategist
Heather MacMillan Brand Strategist
MINDShARE
JETbLuE AIRWAyS
Marty St. George
Fiona Morrisson
Kirstin Frazell
Patty Johnson
Sr. VP-Mktg.
Dir.-Mktg.
Advt. Mgr.
Advt. Coord.
JWT
Kristina Lenz
Courtney Miller
Wayne Best
Matt MacDonald
Chris Plehal
Jessica Navas
Bus. Dir.
Acct. Mgr.
Exec. Creative Dir.
Creative Dir.
Copywriter
Planning Dir.
MEDIACoM/MEDIACoM INTERACTIvE
uNITED AIRLINES
Mngng. Dir.-Mktg.
& Customer Experience
Dir.-Merch.
Mgr.-Mktg. Comm. Strategy
Mktg. Comm.
Mgr.-Travel Options by United
Mktg. Mgr.-Travel Options by United
bARRIE D’RoZARIo MuRphy
James Zucco Sr. Art Dir.
Paul Bartow Copywriter
Phil Calvit Sr. Writer
Dave Daily Brand Integration Super.
Amy Dyvik Assoc. Dir.-Media
& Connection Planning
ThE STRATEGIC CoRpoRAL
Throughout the years, Marine Corps Recruiting Command’s mission has been constant, pursuing the finest young men and women, 17-24 years of age, who have what it takes to become Marines.
Whether the nation is at war or peace, despite an increasingly
partisan political climate, regardless of the swings of economic
disparity and in the face of the cultural nuances that emerge with
the arrival of each new generation, the Marines recruit the highest
quality young men and women to maintain the elite force that
protects our country.
ho W NEx TEL hELpED AMERICA GET WoRK DoNE
After the Sprint merger, Nextel’s customers were leaving en masse,
and those who stayed lacked confidence in their wireless carrier.
Instead of focusing on gaining new customers, Nextel switched its
strategy to focus on its base. Nextel began to reexamine how customers used instant communication. With all the time they saved
by reaching each other in less than a second and by not talking
much in the process (our target was proudly monosyllabic), they
were able to accomplish amazing things. They were getting work
done. A lot of work.
WELCoME bIGWIGS
Early 2009: As the economy plunged, greedy bankers and business chiefs monopolized the news with their fiscal irresponsibility.
One particular executive perk became a symbol of excess: the
private jet. When corporate America was forced to wean itself off
the perks of private jets and first class travel, America cheered.
In this challenging environment, many advertisers were stepping
back or proceeding with caution, but as the airline brand known
for being “of the people, for the people and by the people,” this
was JetBlue’s moment to soar.
TRAvEL op TIoNS by uNITED
The challenge was to launch a new program of premium products
for United Airlines, while making it abundantly clear that these
products were designed to give travelers more control and
options, not heap more fees on them. The program was named
Travel Options by United, and positioned as an a la carte menu
of options that would, for the first time, allow travelers to customize
their travel experience. The campaign generated existing product
growth, new product growth and helped increase overall ancillary
revenue for the airline.
