Integrated marketing success stories

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In today's fragmented media environment, with business executives getting their information from a variety of sources, it is more important than ever for marketers to create integrated campaigns that communicate their brand messages consistently across multiple platforms.

Whether they are merging two companies into one, rebranding an existing company or launching a new product, marketers are coming up with innovative strategies to tell their stories online, offline and outdoors, all the while keeping the message consistent.

"We believe in taking a very robust approach to our media plan, with a full array of broadcast, online, print and outdoor, as well as some unexpected media elements," said Wendy Clark, VP-advertising at AT&T, which launched a new campaign on Dec. 31, 2005.

Some of the unexpected elements in AT&T`s campaign included a huge billboard on the building from which the ball dropped on New Year's Eve in Times Square and an online roadblock on Jan. 9 that was seen by an estimated 50% of the total Internet audience.

"We also use a lot of live programming, which has the most `Tivo-proof' opportunity," Clark said, pointing to AT&T spots that ran during the Super Bowl, Academy Awards and college football playoff telecasts.

On the pages that follow, BtoB takes an in-depth look at some of the most successful integrated campaigns of the past year.

AT&T's campaign, "Your World. Delivered," was created by GSD&M, Austin, Texas, and Rodgers Townsend, St. Louis. It was designed to introduce the new AT&T brand following the telecommunication company's acquisition by SBC Communications last year.

In May 2005, GE launched "Ecomagination"to show how the company is making products that are good for the environment. The effort, developed by BBDO New York, encompasses research, product development, marketing and advertising, using TV, print, online and events., an online, on-demand print company, launched an awareness campaign called "Just Hit Print" in November to help raise awareness of the company, which competes against such print shops as FedEx Kinko's. It used an innovative combination of print, online, direct, events and collateral in a campaign developed by Stein Rogan+Partners, New York.

Knight Capital Group, a specialty trading company, in June launched a rebranding campaign to show how the company has evolved from an online trading site to a full-service financial services firm. Its campaign, "The Science of Trading. The Standard of Trust," was developed by Doremus, New York, and included new print ad formats, an innovative outdoor campaign and targeted online.

Campaigns were nominated by BtoB staff, ad agencies, marketers and media companies, and were selected based on their ability to creatively integrate different elements to achieve results.

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