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FEATURES
min Marketing Masters Top Integrated Teams: National Geographic and DraftFCB Winning DuoLast year, the partnership of National Geographic and ad agency DraftFCB went beyond the parameters of traditional advertising to create for client Dow Chemical Co. an in-book map supplement that focused on access to drinking water. The program, which also included a custom online microsite, demonstrated how well the team of National Geographic and DraftFCB worked together to conceptualize and carry out a creative and complicated effort.Come TogetherWhat helped National Geographic and DraftFCB achieve excellence with the Dow Chemical Map program were their unity of vision, mutual respect and passion for the project. Both brought tremendous skills and resources to the table: National Geographic could parlay its photographic and cartographic expertise to create the map; and DraftFCB had the organizational know-how needed to master logistics, making sure that Dow’s messaging would not be lost in the development of the program.“Both National Geographic and DraftFCB were driven by the same passions—the vision to dream big and to provide Dow with an execution that would significantly move the needle in how Dow was perceived by both its target audiences and company stakeholders,” says National Geographic’s marketing director, Michele Murphy. “The success of the partnership was fueled by a series of best practices, and the constant attention paid to exceeding Dow’s expectations.” In SyncFrom planning to the execution phase, members of both the magazine and agency team were actively involved. This includedNational Geographic VP/U.Spublisher Claudia Malley and all members of the Dow creative team at DraftFCB, such as account, media and creative services. It helped also that both magazine and agency were in sync when it came to achieving Dow’s goals. “When it comes to integrated programs, it’s especially important that all elements fit organically,” notes Murphy. “Forcing a fit does an injustice to the entire program.” ■Most Valuable Players:National GeographicClaudia Malley - VP/U.S. publisher Michele Murphy - marketing director Victor Unnone - associate marketing director Jimmy Lui - design director Cathy Scott - account manager Karen Sarris – Detroit manager DraftFCB Hollie Zamiara - account director Jim Bachor - associate creative director Harold Dawson - SVP/group media director; Kelly Patterson - media supervisor Sandy Kolkey – EVP/group management director Sean McCarthy – VP/management director John Claxton – SVP/group creative director Kurt Fries – SVP/creative director COMMENTS
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