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2010 IMA Awards: Marketing Team of the Year
Winner: Time Inc. Integrated Marketing Team
Like Ernest Hemingway’s The Old Man and the Sea, Time Inc.’s corporate sales and marketing integrated marketing team caught “the big one”—in fact four multiplatformed “big ones”—to achieve a 30% revenue increase during the economically challenged 2009. The Bank of America-partnered Money & Main Street, with many Time Warner/Time Inc. properties, provided much-desired financial solutions. The Intel-partnered What’s Next offered technology-inspired approaches to business, sports, the culinary arts and travel. The ASICS-partnered Your Running Partner’s six platforms raised awareness of the ASICS brand. And Lexus mine. invited readers to go online and—with the support of Time Inc./American Express Publishing brands—create a customized magazine. Steve Cohn
Honorable Mentions:
The Economist Integrated Marketing Team: With Eileen Hume at the helm, this small team not only developed such innovative marketing programs as the Corporate Expectations Barometer and GE Health of Nations Index, but increased the magazine's RFP conversion rate and broke 102 accounts.
Food Network Magazine Marketing Team: This brand new team was responsible for creating all integrated marketing programs from scratch, almost all of which integrated the magazine, Food Network and FoodNetwork.com. The group used their food savvy to delicious effect for campaigns for VIVA towels, Intel and American Airlines.
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