Brian Quinton, Author at Chief Marketer

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 Finalist: George P. Johnson for Cisco

Cisco’s 2011 Global Sales Experience conference put social, mobile and interactive tools into the hands of some 22,000 company sales staff from 95 countries. Attendees could manage their agenda via mobile apps, unlock badges for consuming content, attend virtual sessions and even take part in an educational role-playing game, “A Matter of Time”.

2012 PRO Award Finalist: Team Detroit for Ford Motor Co.

Ford is an avid supporter of breast cancer awareness and early detection and, since 2005, has maintained a program to help further the cause. Called "Warriors in Pink" and developed in collaboration with Team Detroit, the program revolves around an apparel line in which 100% of the net proceeds go to fight breast cancer.

Agencies

Marden-Kane: Sweeps Today All about the Data Security

Sweeps and contests today take place in the social ecosystem more often than not, says EVP marc Wortsman of Marden-Kane, agency #68 on the Promo 100. That builds engagement and viral buzz, but it also calls for extra care to make sure players can’t game the game with double identities or purchased votes.

Agencies

Ryan Partnership Knows the View from the Aisles

In-store marketing has grown up into a more impactful, data-driven proposition: shopper marketing. And that means a greater involvement by promotional agencies in designing, activating and analyzing campaigns brands run inside retail outlets, says Karen Gebhart, senior vice president of Ryan Partnership, one of this year’s Top 10 in-store/shopper marketing specialist agencies.

Agencies

Draftfcb’s Integrated Take on CPG Promotions

CPG promotions have grown way beyond trading stamps and FSIs, and agency Draftfcb aims to stay ahead of the wave of change in shopper behavior with social and mobile campaign integrations.