This category honors marketers who are creating a product in response to the marketing or business challenged faced that is NOT being sold in order to provide utility to consumers.
IBMs latest global C-suite Study was set for release in 2015. Traditionally a valued source of insight into the business world, the impact of the Study had diminished thanks to competitive intrusions, lagging perceptions of IBMs consulting expertise, and shifts in content consumption behavior. The challenge was to re-build the Studys relevance, leverage it to build awareness of individual IBM Global Business Services experts, and restore the prestige and impact that it had recently lost.
Agency: Ogilvy & Mather
Cigarettes Out. Health In.
It takes a bold company to take a potential $2 billion hit to the bottom line. Thats just what CVS Health did when they removed tobacco from their stores in order to better the health of their customers. This news helped reshape how CVS was perceived in America, but more than that, CVS wanted to maximize the impact of this decision. We created a movement that inspired people to quit smoking and breathe easier through a variety of content that millions of people engaged with including First Lady Michelle Obama.
Brand: CVS Health
Client: CVS Health
Agency: BBDO New York