Winner: Marilyn Fancher, Chief Creative Officer, APCO Worldwide
Successfully positioning one of the world’s most renowned candy brands as a promoter of healthy living is the kind of challenge that makes Marilyn Fancher the Brand Marketer of the Year. Her work this year for Mars included creating print and online advertising and a new website to raise awareness of Mars’ initiatives as a responsible global food company, and to advise consumers to be responsible in their consumption of chocolate as part of a healthy lifestyle. The unique interaction rate for the banner ads averaged 26%, and a search engine marketing campaign drove almost 22,000 visitors to the website. Overall traffic has surpassed the campaign’s original goals.
For the Pharmaceutical Manufacturers Association (PhrMA), Fancher created a branded campaign to promote its Global Health Progress initiative, a cross-industry platform to bring member companies and global health leaders together to solve major global health challenges. The campaign showcased the best of these partnerships, including real-life outcomes for patients and communities. The campaign included location production in rural Uganda, Tanzania and South Africa. The client credits the campaign with helping create more than 600 new partnerships around the developing world.
- Chris Hook, Director of Enthusiast and Component PR, Social Media and Product Reviews, AMD