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BEST OF WEB
2010 Best of the Web: Digital Teams of the Year Glamour.com (Co-Winner)The emergence of Glamour.com in 2009 as a true destination site for its many fans was a bit like putting together a strong makeover that follows the cues of current style. All of the pieces needed to mesh together. At its heart, of.gif) course, there was strong editorial. Features like “20 Outfit Ideas From America’s Most Stylish People” and a new video series and wedding vertical were essential to bringing Glamour.com into its own as a digital entity under the guidance of Susan Cernek and Anne Sachs. Ben Berentson helped enhance distribution with deeper deals at portal partners Yahoo and MSN. Lindsey Unterberger ran registration programs like the shape-up program Body by Glamour to enrich relationships with users, while Sean Mize developed widgets and social media outreach strategies to extend those connections with users off-site. The full monty of Web strategies and tactics helped catapult the Glamour.com site from its former status as “companion” to a new life as a destination. In September 2009, its traffic reached over 3 million unique users and 43 million page views, nearly tripling its activity in a year’s time. With a relatively small team of five working all of the levers of interactive content, marketing and distribution, Glamour.com shows how much leverage digital platforms can give a brand. The Team: Ben Berentson, online managing director; Anne Sachs, online editorial director; Susan Cernek, senior fashion and beauty editor; Lindsey Unterberger, online lifestyle editor; Sean Mize, manager of production Martha Stewart Living Omnimedia (Co-Winner)Putting the user at the center of a branded media site is the mantra of many digital teams, but few ensembles of talent actually execute on that promise as well as MSLO. Starting in early 2009, the team reorganized the MarthaStewart.com site around “areas of interest” that the visitors themselves had prioritized through their activities on the site and search behaviors. Through designing a series of templates around core topics of interest, the MSLO team recreated the Martha online experience so users could access the food, crafts, décor and weddings content more efficiently and the brand could organize image, article, e-letter and video content around these themes more efficiently. Much of the MSLO digital team joined the company in just the last few years as part of the retooling and rethinking of the online mission. Gail Glickman Horwood executed the visitor-centric plan. Christine Cook grew site revenue around the new offerings 240%. Nancy Hawley packaged and produced new compelling content ideas like “60 Days of Summer” and a new pets channel that have become major drivers of traffic and e-mail programs. Amie Smit Green and Lisa Michurski helped market the new design and tie the content strategy to a massive new integration of e-commerce and merchandising. By the end of 2009, the MSLO online crew had increased site page views 50% over the previous year and expanded the audience 34%. In less than two years, MSLO assembled and melded a new team to thoroughly transform the MarthaStewart.com experience to a content-rich destination that embraces users, serves advertisers and engages e-commerce partners. The Team: Gail Glickman Horwood, SVP, digital programming and strategy; Christine Cook, SVP, digital advertising sales; Nancy Hawley, AVP, content director; Amie Smit Green, digital brand director; Lisa Michurski, creative director Back to Best of Web Awards page COMMENTS
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