Chief Marketer Staff

• Agencies

  Ben & Jerry’s Mixes Sweets & Tweets

  At the Vermont headquarters of Ben & Jerry’s, we’re always looking for the next fun and funky thing. Whether it’s a flavor with late night’s Jimmy Fallon or a quick turn-around response to a timely opportunity like the legalization of gay marriage. While we hear all the time that “there are no new ideas” and that every marketing effort has been done before—we refuse to believe it. And that is how we came up with a new twist on Twitter to support our commitment to Fair Trade.

• Maximize Trigger Campaigns With a Multichannel Approach

  Two-thirds of customers are already behaving in a multichannel manner, yet the current best practice for triggered-based messaging is single channel in its approach. This is to the disadvantage of marketers who seek to use this approach to deliver relevance.

• Agencies

  Back in the Ring: WWE and 7-Eleven

  When you’re running a promotion for three consecutive years, it’s got to incorporate some freshness. And that is the plan for WWE and 7-Eleven as the convenience stores began a month-long promotion.

• Agencies

  Religious Marketer Tries to Reach Younger Audience

  The Printery House is reworking its direct marketing and search strategy to increase efficiency and appeal to a younger audience.

• Crack the Case

  Best Incentive Campaign Agency: OgilvyCampaign: Crack the CaseClient: Intercontinental Hotels Group In February, Intercontinental Hotels Group wanted to attract Hilton Hotel members who were upset with the recent devaluation of their points and increase …

• IBM: Destination X

  IBM Australia needed to motivate its channel partners to sell the System X server, making an impact against companies that had been somewhat desensitized after receiving previous IBM incentives

• Feel Good in Naturalizer Tour

  Naturalizer shoes have been known for comfort, but the new Fall line was designed to be stylish as well. If they could get the target audience to try Naturalizers on for 15 minutes, the company felt the brand would sell themselves

• Ben & Jerry’s and Target: Together for a Sweet Cause

  Together, Target and Ben & Jerry’s have donated millions of hours of time giving back to local communities. Their combined passion for volunteerism and community outreach created the perfect opportunity for collaboration

• The Skinny Cow

  Skinny Cow was launching single-serve cups to capitalize on the latest trend in the ice cream category and had to make a big impact with a small budget

• Pepto-Bismol Takes a Bite Out of Summer

  Pepto Bismol ‘light’ users are consumers 18-49 who keep a bottle of Pepto Bismol in the house for emergencies, but don’t often use it. Procter & Gamble wanted those consumers who have a bottle in-house to use it more frequently