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min Marketing Masters Top Integrated Teams: Meredith & Starcom min: Can you describe what was so unique about the Fresh Start initiative? Bamberger: Meredith and Starcom worked together to execute the Fresh Start campaign that supported the launch of Pure Essentials Line Extension (Tide, Downy & Bounce). As Procter & Gamble’s print agency, Starcom had a deep understanding of the brands’ objectives and consumer insights; it knew that Meredith 360 corporate solutions group had eliminated many of the silos that exist at most media organizations and was uniquely structured to orchestrate connections across all of Meredith’s available touch points. Based on the insight that the smartest ideas are often the simplest, Meredith 360 found experts to create tips and tricks that every woman could easily incorporate into her daily routine of caring for the health and well-being of her family. Custom content was created in different forms of media like print, online, broadband and PR, and adapted to different audiences based on Meredith’s core brands—Parents, Family Circle, Ladies’ Home Journal and Better Homes and Gardens. The Fresh Start campaign seamlessly placed Pure Essentials in an environment every mom could relate to. min: What distinguishes your team from others and makes them deserving of the min honor? Bamberger: What continuously makes our team unique is the stellar collaboration, communication and flawless execution all parties bring to the table. Considering this team was made up of multiple agency partners, client and media partners, it was imperative that all stakeholders were in alignment at all times. min: How did you work with Starcom to achieve client goals? Bamberger: Again, everything we do with Starcom is collaborative in nature, rooted in aligning our assets and audiences to deliver client objectives. Over time, as Meredith has grown and evolved as a media and marketing services company, Starcom has supported our partnership and brands, empowering Meredith to provide solutions to business needs. min: What challenges did your team face working on the Fresh Start campaign? Bamberger: With a program of this scale, it was the time commitment for all partners. As stakeholders changed during the process, the collective team worked diligently to keep everyone informed and on track to meet deadlines. min: Who are some of your team’s most valuable players? Bamberger: John Melone, VP/client activation director, Starcom USA; Brenda White, SVP/publishing activation director, Starcom USA; Kelly Twohig, SVP/director, Starcom USA; and Dorene Bair, managing director, Meredith Corp. min: What are your best practices for developing and executing successful integrated programs? Bamberger: It’s having an understanding of client objectives, goals and business needs, and applying our insights, assets and capabilities to deliver on strategy. We also embrace a willingness to take risks and innovate, and to partner in new ways. Robust research and accountability metrics are also valued to generate learnings and assess program ROI. ■ COMMENTS
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