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2011 IMA Awards: Marketing Team of the Year
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- Hearst—Food Network Magazine: Food Network Magazine Marketing Team
- Hearst Magazines: Hearst Integrated Media's Marketing Department
- Time Inc./Sports Illustrated: Sports Illustrated Marketing Team
- United Business Media LLC (UBM): DeusM
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Hearst—Food Network Magazine: Food Network Magazine Marketing Team — View Video 
 Too many cooks in the kitchen? Not at Food Network Magazine, where the marketing team consistently collaborates with sales executives to serve up a customized experience for each advertiser that integrates print, on-air, digital media and live-event opportunities. No wonder the July/August 2011 issue was the two-year-old magazine’s largest to date since debuting in 2009, weighing in at 214 pages including 107 ad pages.
Additionally, “Each member of the marketing team is also assigned specific projects to be the lead. This includes our promotional Web site, our iPad app, research, events, etc.,” says Peggy Mansfield, the magazine’s associate publisher, integrated marketing. “We regularly meet as a team to share information on all projects, and set aside time specifically for generating new ideas and solutions.”
Among recent savory programs are the Chef Series live events, and Food Network Lounges, which are placed in strategic locations across the country to bring together Food Network talent and their rabid fans. The marketing department also publishes a monthly internal newsletter. Quick Bites, which keeps the entire staff informed of the latest marketing developments.
Team Food Network Magazine: Peggy Mansfield, Allison McEntee, Erin Hickey, Julie Mahoney, Amy Lane, Audrey Clark, Kristen Prinzo, Amanda Thornquist, Kelsey Stokes and Maria Viqar.
Hearst Magazines: Hearst Integrated Media's Marketing Department — View Video
 The hard-working Hearst team executes 25 to 30 large-scale custom marketing campaigns per year for clients ranging from high-end fashion to frozen foods. “All of our brainstorming is done en masse and project management is a collaborative process, not only with our colleagues on the design, digital, research and production teams but also among ourselves,” says VP of marketing Erick Neher.
Among recent standouts are the Designer Visions campaigns and the two-year-long 30 Days of Green campaign, which Hearst conducted in conjunction with eBay to both show the publisher’s commitment to the environment and promote eBay’s Green Team of customers committed to environmentally friendly shipping and packaging.
The first program to span Hearst’s entire 14-title repertoire – from Popular Mechanics to Harper’s Bazaar – 30 Days comprised a unique hybrid of editorial and advertorial content. “This project made a significant difference in consumers' perception of eBay as an eco-friendly company and dramatically increased membership in their Green Team,” says Neher. “It's a great example of a program that was not just an advertiser sponsorship but also a true partnership.”
Team Hearst: Erick Neher, Kate English.
Time Inc./Sports Illustrated: Sports Illustrated Marketing Team — View Video
 The Sports Illustrated team consistently hits it out of the ballpark in its ability to develop a diverse roster of cross-media programs that can scale across an array of platforms including digital, licensing, retail executions and experiential marketing, the latter at the hand of the experiential marketing division the company launched in 2007. That division leads SI’s international expansion and contributes about 10% to the publication’s bottom line.
“Our success is a byproduct of the decision we made several years ago to fully integrate the print and digital sales departments,” says Time Inc. Sports Group president Mark Ford. “It empowered individuals at every level to develop cross-platform marketing opportunities for our clients.” Ford adds that the integration also enabled the staff to seamlessly adapt new technologies into campaigns.
Among recent standouts are the SI partnership with Coke Zero and Walmart on its 2010 college football preview and the Nissan 2010 college football program, which packed consumer touch points in a half-dozen platforms, a 10-stop live tour and a 90-plus-page custom publication that enhanced awareness for both brands.
Additionally, SI joined forces with Miller Lite on the Greatest Bracket Ever campaign, which bridged the gap in the media schedule between the Super Bowl and March Madness.
United Business Media LLC (UBM): DeusM — View Video
 Under the leadership of min’s 2010 Marketer of the Year, Steve Saunders, UBM’s new marketing services company DeusM has already has wooed an impressive array of clients since it launched in October 2010. Big name partners include IBM, Dell, SAS, Intel, Texas Instruments, Symantec and PR Newswire. At the core of the program are the online communities it establishes and populates with unique, high-value, frequently refreshed content.
The model has been head-turning. DeusM sites typically hold visitors’ attention for 10 minutes or more, multiple times per day–far exceeding the average for b2b tech sites. They also generate extremely high levels of engagement. In total, the DeusM sites generate more than 27,000 message board posts a month.
User qualification via a unique filtering system further ensures the sponsor’s message is getting through its target audience. DeusM communities and sponsors also have high interactivity with social media, using networks including Facebook, Twitter and Linked-In to amplify their messaging across the Internet.
Team DeusM: Steve Saunders, Chris Williams, Amy Averbook, Ken Surabian, Terry Sweeney, Kevin Cramer and Tom Smith.
Back to min's 2011 Integrated Marketing Awards
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