Schick hydro
ENErGIzEr PErSoNAL CArE
Adel Mekhail VP N. Amer.
Jeffrey Chapman Sr. Dir., Global Brand Comm.
Karen Hubbard Global Segment Dir., Men's
Brad Harrison U.S. Segment Dir., Men's
JWT*
Claire Capeci
Ariel Stern
Billy Faraut
Howard Lenn
Global Bus. Dir.
Acct. Dir.
Creative Dir.
Creative Dir.
mEC
Laura Mahoney
Part., Comm. Strategy Dir.
AmPLITUdE mArkETING
CoNTENT & Co.
Pres.
"A BLAST of h YdrATIoN"
Up against a big spending, category dominant competitor and
consumers skeptical of higher blade counts, Schick set out to
launch their new Hydro razor. Global research had shown that
guys wanted more from their shave, going beyond just removing
hair to caring for their skin in the process. With this insight, Schick
developed and launched Hydro with an unexpected blast of hydration. The launch far exceeded sales and share goals, and the
insightful positioning resulted in an unusually high brand bonding
score for a new brand with a small presence.
IBm
John Kennedy
Ann Rubin
Rachel Larkin
Lynn Porterfield
Cecilia Correa
VP Corp. Mktg.
VP, Brand Expression, Global Advt.
Program Dir., WW Advt.
oGILv Y & mAThEr*
Steve Simpson
Susan Westre
Lou Aversano
Michael Dobak
Magnus Blair
CCO
WW Exec. Creative Dir., IBM
WW Mngng. Dir., IBM Brand Services
Mngng. Dir., WW
Sr. Part., Planning Dir.
oGILv YoNE WorLd WIdE
NEo@oGILvY
LEoPArd
SYPAr TNErS
"LET'S BUILd A SmAr TEr PLANET"
As IBM reached its Centennial, ensuring strong results was essential,
so the task for communications was to Turn Mindshare into Market
Share. IBM‘s Smarter Planet Agenda is a true example of a company’s strategic direction in perfect alignment with its marketing,
and now that agenda needed to become tangible and actionable: we needed to show The Smarter Planet is Now. Presenting
this unified vision across every channel and touch-point, we step-changed perceptions and drove a 37% increase in revenue, with
a campaign that paid back media dollars 10x in profit.
