Extra Wins With Universal Emotional Message

Think back to grade school and that dreaded moment you pulled out a stick of gum in class. Before you could even peel back the wrapper, you were greeted by twenty open-palmed hands asking, “can I have a piece?” Extra has aspired to be that brand not only passed beneath gum-riddled desks, but among consumers…

Harley-Davidson CMO on Millennials and Sustained Success

Harley-Davidson is known as the major American motorcycle manufacturer that has been alive and thriving for 113 years– even surviving the Great Depression. It’s no surprise that the company’s Dark Custom collection won an Effie for Sustained Success, a category emphasizing success that has been sustained for greater than 5 years. For long-standing companies, it…

13: Mark-Hans Richer, Global Chief Marketing Officer, Harley-Davidson

Mark-Hans Richer of Harley-Davidson spoke to Alan Hart about what many scoffed at a few years ago: Take a brand with an aging owner base and made it a must-have product for young adult riders. In 2008 we made some big moves with product introduction of Dark Custom, which — as a strategic initiative —…

Oscar Wins by Making Healthcare More Humane

“Oscar’s problem with the healthcare industry is that it’s viewed as inhumane. The industry doesn’t really focus on the individual, and it’s hard to navigate,” says Veronica Parker-Hahn, Vice President of Marketing at Oscar Insurance. “And we saw a great opportunity to bring a human component to healthcare.” According to the New York Times, Oscar…

#TDThanksYou With A Heart-warming Campaign

In what just may have been one of the most touching and memorable videos of the past year, TD Bank released its TD Thanks You campaign, which featured TD-style ATM’s, or Automated Thank You Machines, throughout various locations in Canada. However, rather than merely dispensing money, these special ATM’s dispensed various gifts, in order to…

World’s Toughest Job Is the Year’s Best Campaign

With over twenty-four and a half million views on YouTube, American Greetings’ World’s Toughest Job video, part of a Mother’s Day campaign sponsored by the greeting card company, has become one of the most watched and beloved creative videos of the past year. In addition to capturing the hearts of people around the web, this…

Sophisticated Brand Drives Marketing Success, Stylish Campaign

When Diageo Director of Gins Matt Pechman took over in 2011, the Tanqueray brand was in decline. “Tanqueray hadn’t grown in six years, which is an eternity in consumer products goods,” he said. “So we knew that we had to start over and completely restage the brand, and that meant going back to first principles.”…

How to Engage Consumers, Johnson & Johnson Style

It isn’t uncommon for marketers to deliver a brand message with hope, not expectation – hope that consumers will receive, respond, and perhaps buy a product. Much to their chagrin, hope is an ineffective strategy. I sat down with Colleen Sellers, Group Brand Director at Johnson & Johnson, following the receipt of Johnson & Johnson’s…