Brian Quinton, Author at Chief Marketer

2012 PRO Award Finalist: The Marketing Arm for Monster.com

In a time of 9% unemployment in the U.S., Monster wanted to motivate a growing number of job seekers – who were chasing a decreasing number of job openings – to stay positive and embrace Monster.com to find the perfect job.

Agencies

2012 PRO Award Winner: Arc Worldwide/ Leo Burnett for McDonald’s

McDonald’s took their top-ranked french fry product and linked the question “You want fries with that?” to just about any good thing customers could imagine in life.

Agencies

2012 PRO Award Winner: Catapult Action Biased Marketing for Mars Petcare

Mars knows pet lovers and understands that they treat their pets like a member of the family. However, research showed that Walmart customers didn’t associate the store with pet care and felt that the store’s pet care selection was limited and often out of stock. Of the 90 million pet owners shopping at Walmart each week, less than 60% buy pet food at Walmart and less than 40% buy supplies, so there was a significant opportunity to capture market share.

Agencies

2012 PRO Award Finalist: Marketing Drive & Possible Worldwide for The Dannon Company

Dannon’s Danimals kids’ yogurt and smoothies brand stood up for playtime with a contest in which kids entered on-pack codes to win playground equipment for their schools.

2012 PRO Award Finalist: Hilton Hotels & Resorts

Hilton Hotels & Resorts launched “Hilton Huanying” (“Welcome to Hilton”) to attract the growing numbers of Chinese tourists. Amenites such as Chinese-language TV channels and in-room tea kettles were important, but the PR included a University of London white paper on Chinese tourism that got more than 250 downloads from the Hilton site.

Agencies

2012 PRO Award Winner: Draftfcb for U.S. Postal Service

Faced with declining use of P.O. boxes, the U.S. Postal Service and Draftfcb designed a campaign to emphasize the convenience and security of mail delivery to in-statoin units as “Your Other Address”. The test in 1,100 resulted in a 39% lift in applicatons for boxes per 1,000 customers and has now gone national.

Agencies

2012 PRO Award Finalist: Draftfcb for MilkPEP

It’s hard to get adults to consume more milk. But Draftfcb and MilkPEP came back in 2011 with round 2 of promotions built around a home version of the milk conveyance grown-ups love: the caffe latte.

Agencies

2012 PRO Award Winner: Civic Entertainment Group, 30Sixty for HISTORY

Despite strong ratings, HISTORY’s “Swamp People” wasn’t creating a lot of viral buzz. To change that in advance of the third season premiere, A&E-owned channel decided to draw some attention by bringing the swamp to Times Square.

2012 PRO Award Finalist: Ryan Partnership for Unilever Food Solutions

To engage more deeply with its retail-restaurant clients, Unilever Food Solutions and Ryan Partnership developed a web site and email newsletter program that treated deli and QSR owners like the foodservice pros they aspire to be. The SandwichPro.com site spotlighted client chefs, offered recipes and research, and produced a 4% increase in mayonnaise sales.

Agencies

2012 PRO Award Winner: Arc Worldwide/ Leo Burnett for MillerCoors

The Keystone Light brand ran a promotion built on the perception that while much of its target demo shows interest in hunting, they don’t actually hunt. So MillerCoors sent them looking for hunter-orange cans in stores and created packaging that could display the cans as trophies.