Case Studies


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GLOBALIZATION AS AN IMPETUS FOR RESPONSIBLE LEADERSHIP

PricewaterhouseCoopers ’ “Power of 10” initiative, based on the concept of responsible leadership on a global scale, was not created in a vacuum. On the contrary, extensive research was conducted—especially around the company’s annual global … | MORE »

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Case Study: Business Without Borders: PwC Celebrates Its 10th Anniversary With a PR Program of Global Proportions

Company: PricewaterhouseCoopers Timeframe: 2008-ongoing As the company’s 10th anniversary drew near, PricewaterhouseCoopers (which was formed in 1998 after a merger between Price Waterhouse and Coopers & Lybrand) executives decided that giving back to global communities … | MORE »

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Case Study: Metrics Make the World Go ’Round: How One Nonprofit Measures the Impact of Its Social Media Marketing

When your PR efforts create a measurable impact on your organization’s goals, you will be at the head of the line for budget and staff. If you can’t measure your contributions to the organization’s goals, then you are at risk of being thought of as “one those communications people we have to keep around” by senior management. | MORE »

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CAUSE BRANDING BEST PRACTICES

When A&E Network launched its “Recovery Project” cause-branding campaign in 2008, its executives, along with those at agency partner Civic Entertainment Group, had to overcome the challenge of de-stigmatizing addiction. Thanks to their integrated marketing … | MORE »

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MARKETING IN THE MIDST OF A BRAND REPOSITIONING

In 2008, A&E Network underwent a repositioning effort that included, among other elements, a cause-branding initiative dubbed “The Recovery Project.” More broadly, though, Guy Slattery, SVP of marketing for A&E Network, describes the repositioning in … | MORE »

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Case Study: No Laughing Matter: A Humor-Driven Marketing Campaign Promotes Hygiene for Pandemic Prevention

Company: Florida Department of Health Agency: Salter>Mitchell Timeframe: 2007 To convince Florida residents that they should always be prepared for an influenza pandemic such as bird flu—not to mention outbreaks of the common cold—the Florida … | MORE »

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A Light in the Attic: A Multi-Tiered Media Campaign Promotes Green Living & Delivers Measurable Results

Company: Osram Sylvania Agency: Weber Shandwick Timeframe: October 2007- September 2008 Thanks to the green revolution that has seeped into consumer consciousness in recent years, there has been a surge in the usage of energy-efficient … | MORE »

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Case Study: Revival of the Fittest: Art + Media Outreach Prompts a Post-Katrina Cultural Renaissance in New Orleans

Company: New Orleans Museum of Art Agency: Deveney Communication Timeframe: September 2006-March 2007 Following Hurricane Katrina’s devastation of New Orleans in 2005, the nation of France offered to help rebuild New Orleans’ infrastructure, with special … | MORE »

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Case Study: A Dose of Art, In-Depth Market Research & Aggressive Media Outreach Combine to Fight Diabetes

Company: Eli Lilly and Company Agency: Manning Selvage & Lee Timeframe: 2007-ongoing How can a chronic illness inspire? How does an illness connect to millions worldwide? How can one story directly impact another? Following the … | MORE »

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Better Safe Than Sorry: An Internal Branding/Employee Relations Campaign Puts Safety First

Company: Worthington Industries Agency: Fahlgren Mortine Timeframe: 2007 Since 1955, Worthington Industries, a metal processing company based in Columbus, Ohio, and its employees have lived a philosophy based on what they call the "Golden Rule" … | MORE »

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