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2010 IMA Awards: Marketers of the Year
Winners:
Steve Saunders: TechWeb
First came the “Internet Revolution”; now, through UBM TechWeb VP/Business Social Software Steve Saunders comes the “Internet Evolution.” His “Darwinism” is Community in a Box (CiaB), which uses a structured system of clearly defined and proven rules that allow TechWeb to build “custom communities” for its customers that targets any combination of industry, technology, geography or job title. CiaB’s three components are content, community and design, and the first two corporate examples are the IBM-sponsored Internet Evolution and the Dell-sponsored Enterprise Efficiency. Both are highly successful, and another five such sites will launch by year-end.
Renée Lewin: Good Housekeeping
Shine On was an extraordinary New York gala in April 2010 that celebrated Good Housekeeping’s 125th anniversary (it raised $100,000 for the planned National Women’s History Museum in Washington, D.C.), and it aptly describes Renée Lewin’s three years as Good Housekeeping associate publisher/marketing. In August, she and her team were the impresarios behind GH’s American Heart Association-partnered Cook Your Heart Out competition that got 4,500 entries, 16 sponsors, 1 million sponsorship dollars and a syndicated TV special. That followed the Good Housekeeping Research Institute “Road Show” (eight sponsors), and the 100 year-old Good Housekeeping Seal’s presence last year on a Macy’s Thanksgiving Day Parade float and a New Year’s Eve billboard at Times Square. All symbolic of GH’s new tagline: Tested. Trusted. Timeless. Steve Cohn
Honorable Mentions:
Justin Cogswell, Spark Communications: With a background in psychological research, associate media director Justin Cogswell approaches media planning from an analytical perspective, which makes him masterful at deciding the most effective and appropriate media touch-points. For the Montana Office of Tourism campaign, this meant targeting travelers with an adventurous streak through "Get Lost" print and Web ads.
Brad Feldman, Time Inc.: Despite 2009's financial challenges, Feldman was an instrumental driver of a 30% revenue increase from the previous year from integrated programs. Key campaigns he led include Bank of America's "Money & Main Street," which addressed market uncertainties head-on.
Frank Zsoldos, Meredith Integrated Marketing: Zsoldos can count many successes this year, but above and beyond earnings he has become known for excellent customer care. For Kia's Color by Numbers campaign, he hit the new Soul's audience at the source with a targeted email campaign that boosted personal engagement.
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