2013 PR Agency Elite Awards: Marketing to Women


Marina Maher Communications

Marina Maher helped lead the "Thank You Mom" campaign for P&G at the London 2012 Olympics.

Winner: Marina Maher Communications

Marina Maher Communications was behind one of the most iconic, not to mention pro-women, campaigns to come out of the London 2012 Olympics: P&G's "Thank You Mom" campaign. According to research after the campaign, that the mothers who saw the video decided the brand "understood and cared about them," boosting purchase intent for P&G brands by extraordinary 22%.

The agency is also credited with deodorant brand Secret's "Mean Stinks" anti-bullying campaign, which sought to decrease girl-on-girl crime. The challenge was to create an emotional connection with teen girls and their mothers around the cause. The results: an all-time high in social engagement for anti-bullying campaigns (24 times prior levels) and numerous best-in-class citations from Bloomberg, BusinessWeek, Mashable, The New York Times and AdAge.

Marina Maher  also worked with Merck to help college women consider long-acting contraceptives in the "Plan It Forward" campaign. The strategy revolved around two microsites, the central "Plan It Forward" information hub and a sister microsite, HerCampus.com, which served as the home base for an online magazine created and written by college women, for college women. The "Plan It Forward" banner ads saw a 2.36% click-through rate and the microsite saw 16,283 visitors (and counting).

Whether it's working to stop girl-on-girl bullying, giving mom a moment in the spotlight or encouraging college women to proactively consider contraceptive options, Marina Maher Communications knows how to reach women and get results.

Honorable mention:

  • JSH&A Communications

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About Lucia Davis

Lucia Davis is community editor for PR News. Prior to returning to NYC, she was associate editor at iMedia Connection in Culver City, CA. In addition to PR News and iMedia, Lucia's writing has appeared in minonline, "The Minetta Review," "EQUITIES Magazine," and "The Foothills Paper."



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