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2011 IMA Awards: Sweet 16 Honorees
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Aaron Anderson, Associate Director of Integrated Programs and Strategy, OMD
Aaron Anderson manages the strategy and activation of the “Innovation for Endurance” campaign Rodale produces for Nissan in continually reinventing the program to encompass best practices. As such, he corrals 400 million impressions scattered across a variety of sports and focuses them behind a single sport to create an ownership position for the client.
The campaign is centered around Rodale content and media, including Men’s Health, Women’s Health, Runner’s World and Bicycling, but it also clocks a strong presence on Facebook, MSN/Fitbie and national television. “The biggest trend for me is multiscreen engagement,” says Anderson. “You would think by offering content on new channels it would cannibalize the audience, but that’s not the case.”
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Sarah Baehr, SVP, Digital Director for Publishing, MediaVest
 Sarah Baehr has parlayed her background in digital media into an expertise in integrated marketing at MediaVest. She provides the publishing team with digital education and brings together technology partners and traditional publishers to build new, innovative business approaches and campaigns. She led the campaign for Walmart and Meredith that featured branded recipe/food content for distribution through Walmart’s Facebook page and magazine inserts that included Microsoft Tag technology.
“We create experiences that scale across platform and devices,” says Baehr. “We’ve started to shift the conversation from ‘What’s our social strategy?’ or ‘What’s our print strategy?’ to ‘How can communities participate in this campaign?’”
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Donald Chesnut, Global Lead, Experience Design, SapientNitro
 As the leader of SapientNitro’s business in the media and publishing industry, veteran brand marketer Donald Chesnut continually pushes the envelope on integrating multichannel marketing strategies including Web services and other digital strategies. His redesign of The Wall Street Journal online, which led to new platforms and products including WSJ mobile and WSJ for iPad and premium subscription products, had huge results for Dow Jones, WSJ and SapientNitro.
Chesnut also redesigned Rollingstone.com in April 2011, including a new subscription model. “In today’s digital world, the new ‘big idea’ is the connected idea: an idea that carries across multiple platforms with customers and integrates marketing, sales, content and service,” he says. “I’ve seen a good idea come from a team member in our technology department, get enhanced by our media partners and then get taken to a new level by our creatives.”
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Carolyn Dubi, SVP, Director Print, Initiative
 Versatile print veteran Carolyn Dubi continues to thrive three years after she made the bold transition from communications planning to running the print department at Initiative. The recent program she created for Bayer’s Diabetes division centered on a partnership with Scholastic Parent & Child that saw both companies collaborating to create a dispenser for Diget blood glucose monitors that were placed in 550 pediatric endocrinologist offices. The campaign resulted in a sales increase for Bayer.
Additionally, Dubi has a strong community service ethic. “Carolyn has extremely strong relationships within the industry and has been able to use her influence for philanthropic causes,” says Megan Doherty, Initiative’s account director, print. Dubi secured free space in numerous publications reaching 15 million people for the Juvenile Diabetes Research Foundation and Child Mind Institute.
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Jeffrey Eggen, Experimental Marketing Manager, Ford
 At the center of Ford Motor Co.’s remarkable turnaround after being on life support during the 2008-09 recession is innovation and integrated marketing. A key is experiential marketing, the red-hot face-to-face discipline managed by Jeffrey Eggen. He’s responsible for generating engaging, breakthrough programs for the company and has already been awarded an Effie for his groundbreaking work on The Fiesta Movement, the social media-driven event campaign that relaunched the Fiesta in the U.S.
Eggen, who has an MBA from the University of Texas, is known for his demeanor, brand vision and some of the most integrated programs around. To drive first-time sales of Ford cars, for instance, Eggen helped spearhead the Drive One 4 Your School program that traded school donations in exchange for student test drives, a breakthrough campaign that took a car company where no other had been before: on school grounds. For the aforementioned Fiesta Movement, Eggen helped recruit 100 bloggers who were given actual cars in exchange for regular (uncensored) chatter and event participation.
Why an experiential marketing professional on a min Sweet 16? Because at Ford, sponsorships, events, ride-and-drives and trade shows are providing the “pull” to the traditional ad “push,” helping to make consumers aware of a vehicle in print or on tv and then pulling them into that car at a live event that proves a catalyst for true trial and in turn some of the company’s highest sales in decades.
Up next for Eggen? More launches, more integrated programs and hopefully continued sales.
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Chris Gayton, Senior Director of Media, GAP
 Known for his prowess at taking calculated risks and fostering campaigns that scale up to Gap’s tremendous depth and breadth, Chris Gayton clearly has the skills. But this year he also turned heads by getting Lucky. Working with the team at Lucky magazine, they created The Most Wanted program including heavy marketing in-magazine, Editors Picks at stores, targeted discounts, Lucky signage, regional events and sweepstakes.
The collaboration was a prime example of “a partner that realizes we have to act like a retailer, but we also need to think like a brand,” says Gayton. This year, offshoot campaign Lucky Kids with Gap Baby/Kids generated a 50% lift in units per transaction and a 62% life in average transaction size for Gap.
What’s next on Gayton’s radar? “Two areas that I am really intrigued by are near field communication opportunities that link with mobile and mobile retargeting,” he says. “These are two areas that I think have the greatest opportunity to actively engage consumers close to the point of purchase to drive instant traffic.”
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Tiffany Ku, Integrated Planning Supervisor, Zenith Media-Gerber
 There was no time for baby steps when Tiffany Ku joined Zenith Interactive last year and inherited the Gerber account. She quickly brought the Gerber/WebMD Baby Magazine to life as an ideal way to reach pregnant moms with children under 6 years old. The eight-page glossy guide includes targeted content for new parents and tie-ins to WebMD’s Health & Baby Center online.
“It’s becoming more important for agencies to be well-versed across multiple platforms. We are an industry where we are now platform agnostic,” says Ku, who is currently fascinated by mobile check-in apps. “It doesn’t matter whether someone is reading The New York Times on paper or online. It’s the content we are looking for.”
Ku’s success has not only earned her the respect of Gerber, but it has extended to other Nestlé Nutrition accounts as well.
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Betsy Lazar, VP, Global Media, Kellogg
 In less than two years at Kellogg’s, Betsy Lazar has revamped the company’s go-to-market approach, designed the “K-Way” marketing process focused on experience plans vs. purely traditional media inputs, and tapped media companies as CRM partners. Additionally, she has been a tireless advocate for publishing and has orchestrated internal training to help bridge the gap between media strategy and creative best practices.
After decades running media at General Motors where large print units are the norm, Lazar quickly realized with the shorter product purchasing cycles at Kellogg’s “simpler is often most effective. The work executed on behalf of Special K has been highly successful, where month in and out the brand connects with women in print environments they are passionate about.”
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Jennifer Leary, Director of Consumer Marketing, Electrolux Major Appliances
 Leary and her team cooked up a way to expand the existing partnership between Electrolux and Martha Stewart Living Omnimedia, which already includes an extensive ad program across MSLO’s print and iPad offerings. To illuminate the Electrolux brand Frigidaire and build awareness against Frigidaire’s 2011 public relations initiatives through a multimedia approach, the appliance company and publisher created an online series of nine 90-second videos, each of which focuses on a different Frigidaire product.
The videos are running on the as well as Frigidaire’s Facebook page and Martha Stewart Web site, which saw traffic jump 7% in July to 2.6 million unique visitors.
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Steve Lovell, Media & Account Services Manager, Garmin International
 With his knack for spearheading successful campaigns across both business and mainstream media, Steve Lovell sets the pace when it comes to marketing in the endurance sports industry. From bringing back the DVR-busting concept of a live TV commercial during “The Tonight Show With Jay Leno” to helping seal Garmin’s first Super Bowl ad buy to sealing relations with the multifaceted Competitor Group, Lovell continues to extend Garmin’s footprint across multiple media. The company’s fitness segment posted sales of $78 million in the second quarter of 2011, up 25% from the prior year.
“The best solutions happen through joint collaboration between the media partner and Garmin,” says Lovell. “We will continue branding consumers through a variety of channels that media partners can offer from a frequency standpoint and also to reach consumers in an appropriate environment that is relevant to them.”
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John Melone, SVP, Publishing Activation Director, Starcom USA
 It takes an exceptional executive to lead the publication-activation group for the single largest investor in magazines: Procter & Gamble. John Melone understands bow to leverage the scale and diversity of the P&G family, from Gillette to Gucci, to position his client as a leader and innovator across myriad publishing categories.
Last year, he raised the bar even higher by establishing the first ever P&G corporate beauty program in partnership with Condé Nast. “Any deal needs to maintain a competitive advantage for P&G, but Melone always approaches things with a partnership mentality,” says Starcom marketing communications supervisor Abby Dow. “He has immense credibility within the marketplace because he ultimately delivers on his promises and is fair.”
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Rebecca Mills, VP, Media Director, Optimedia
 Maybelline maven Rebecca Mills’ prowess in connecting consumers with her brand literally leaps off the pages of a magazine. Whether leading the FIT Foundation’s “What I Love About Me” campaign with Marie Claire, the Cosmo “Kisses for the Troops” postcard program for the USO, or the back-to-school campaign with Teen Vogue, Mills enhances the print portion with digital, social media and event elements.
“The digital piece of the pie needs to be integrated more into the entire planning process, not as a separate nontraditional bucket,” says Mills. “The younger generation is more likely to ask, ‘What can I do with this?’ versus ‘What does this do?’”
Mills also understands the impact of a targeted hands-on element. At the center of the 2010 Teen Vogue “Sealed With a Kiss” campaign was a branded book cover pull-out that touted beautiful Fashion Week imagery. “The readers love them and actually send in pictures of their wrapped text books,” Mills says.
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Jill Scalamandre, Chief Marketing Officer, Chrysallis (StriVectin)
 From placing ads in The New York Times Magazine that enticed 40,000 new users to sign up to sample a new product to aligning with jewelry brands on the launch of a new neck cream, Jill Scalamandre is known throughout the beauty industry for her creative use of media. “Big ideas are usually disruptive ideas that are based in the brand DNA but go outside the traditional comfort zone,” she says. “There is so much competitive noise in the market, so it’s an exciting challenge to find innovative ways to engage with consumers.”
Most recently, after discovering dramatic before-and-after photos in clinical trials for StriVectin’s anti-aging line, Scalamandre helped launch the StriVectin’s virtual anti-aging tool on the Web, Facebook and the iPad to show users how the products could change their own skin.
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Annika Schmitz, Manager-Brand Activation and Sponserships, Delta Air Lines
 At Delta Air Lines, the win or go home challenge facing all in the airline industry fuels one of the most integrated marketing mixes in the category, where campaigns inside and outside traditional media help Delta grow share of mind and share of market. As the sole representative of the Delta marketing team based in New York—away from the Atlanta headquarters--Annika Schmitz is used to reacting quickly and getting it done.
With a focus on driving both brand awareness and bookings in the New York metro, Schmitz continues to reinvent her marketing mix to keep things fresh for customers. A new sponsorship of the Whitney Museum of American Art gives SkyMiles Medallion members access to a variety of benefits. She also opened SKY360 by Delta, a lounge in midtown Manhattan that showcased the airline’s in-flight experience and worldwide destinations. To bring to life its ties to both the Mets and Yankees, she turned Madison Square Park into Delta Dugout, an interactive experience for baseball fans during the “Subway Series” credit Schmitz for much of that integration. All programs leverage traditional media to get the word out, as well as online elements to push reach and connections plus heavy doses of experiential face-to-face marketing to generate live engagements.
Up next for Schmitz? More outside-the-box thinking and more integrated marketing programs that connect with customers and drive connections, and bookings.
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Corrine Shaffer, VP, Associate Strategy Director, J3
 Chief strategist for the Aveeno brand, Corinne Shaffer saw an opportunity to link consumers who are passionate about natural beauty with the Aveeno line. The result was the soaring Natural Inspiration brand campaign in conjunction with Rodale’s Organic Gardening, which saw a gamut of grass-roots programs from developing a farmer’s market at San Francisco State University to constructing a forest in Times Square to giving away seedlings.
“Corinne’s programs have had an effect on the world,” says Organic Gardening and Prevention senior publicist Erin Miller. “By planting a tree or buying organic – she is influencing the audience to take a single step to creating beautiful change.”
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Raymond Simanavicius, U.S.Marketing Media Promotions, IKEA North America Services
IKEA’s Life Improvement Project campaign taps into the connection between outfitting our homes and improving our lives and those in our communities. Raymond Simanavicius expertly taps into IKEA’s connection with like-minded media brands to develop partnerships that inspire people to create a better life at home and in their communities.
The program, so successful in 2010 that it’s being repeated this fall, has a strong print component across a variety of publications including Cooking Light, free seminars at IKEA locations across the country, a Life Improvement challenge for IKEA employees, and a consumer contest that awards one individual a $100,000 yearlong sabbatical to improve the lives of others.
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