Keynote Presentation:
Three Words That Will
Transform Your PR Career
Bruce Kasanoff

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> Select a Category:Hall of FameAnniversary CampaignAnnual ReportBlogBrandingCause-Related MarketingCommunity RelationsCrisis ManagementEmployee RelationsEvent MarketingExternal PublicationFacebook CampaignFinancial/Investor RelationsFirm of the Year (Large)Firm of the Year (Midsize)Firm of the Year (Small)Global PRGreen PRInfluencer CommunicationsInternal PublicationMarketing CommunicationsMedia EventMedia RelationsMulticultural CampaignOnline Communication + SEM/SEO IniativesOnline Press Room/Media CenterPR on a ShoestringPress ReleasePro Bono CampaignProduct LaunchPSAPublic AffairsRebranding and RepositioningResearch & MeasurementSatellite Media ToursSocial MediaSpeechesTrade Show/Event PRTwitter CampaignVideo ProgramWebsite MarketingWord of Mouth/Viral CampaignWow! Award

 

Hall of Fame

• Discovery Communications – Discover Your Impact Day
• Domino's – Pizza Turnaround
• Frito-Lay – Doritos Crash the Super Bowl
• Keep America Beautiful
• Macy's Thanksgiving Day Parade
• Old Spice – "Smell Like a Man, Man"
• Time Warner Cable – Connect a Million Minds

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Anniversary Campaign

• Bacardi Limited - Celebrating 150 Years of Bringing People Together
• Edelman: Hilton HHonors 25 Million Point Giveaway
• ESPN - 50,000th SportsCenter
• FedEx: 40 Years of Delivering a Better Future
• Fluor Corporation – We are One. We are 100
• L.L.Bean - Weber Shandwick for Reigniting America's Passion for the Outdoors : L.L.Bean's 100th Anniversary Campaign
• MARC USA & RITE AID - Rite Aid 50th Anniversary: RA50 - 50 Acts of Wellness
• Procter & Gamble Company - P&G 175th Anniversary Publicity Program

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Annual Report

• Bertelsmann
• Charles Schwab Corporation - Investors Deserve Better
• The Lifetime Healthcare Companies - Local People Serving Local Communities
• The Methodist Hospital - A Commitment to Nursing Excellence 2012
• Norfolk Redevelopment and Housing Authority - Measuring Up for the Future
• NYU Langone Medical Center – Exce11ence: 2011 Annual Report
• Perry Ellis International
• Weber Shandwick: Degrees of Impact: The Meadows Foundation Annual Report

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Blog

• Blue Cross Blue Shield of Michigan – "An Apple a Day" in a Digital World: Michigan Blues Build Healthy Relationships with Consumers Through AHealthierMichigan.org
• JetBlue – BlueTales Blog
• San Diego Gas & Electric – Postcards from Superstorm Sandy
• Microsoft & Waggener Edstrom Worldwide - Next at Microsoft Blog
• Weber Shandwick - Washington State Parks: Adventure Awaits

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Branding

• Alpaytac Marketing Communications/Public Relations – Turkish Airlines U.S. Branding
• General Motors and Weber Shandwick - The Story of the New General Motors : Repositioning the Iconic American Automobile Company to a Leading Technology Company
• Grey Activation & PR - Canon Proves Anyone Can Be Creative and Regains #1 Position with "Project Imaginat10n"
• Hampton Hotels - Feel the Hamptonality
• Hanna Lee Communications - The World's Most Talked About and Most Profitable Bar Opening: The Dead Rabbit, a "Gangs of New York" Style Cocktail Saloon
• Ketchum – DoubleTree by Hilton's Little Things Project
• Makovsky + Company - Equities First Holdings
• Makovsky + Company – MediScripts
• View with Ogilvy Public Relations - See Possibility: Change The Way People Think About Designing Buildings

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Cause-Related Marketing

• Allstate – Allstate's Once is Never Enough Program (a.k.a. the O.N.E. Program)
• APCO Worldwide – Shot@Life
• AXE/Unilever - AXE Shower Pooling
• Bristol-Myers Squibb with Ogilvy Public Relations - Men and Melanoma: The Unexposed Target
• CRT/tanaka - The Partnership at Drugfree.org: The Medicine Abuse Project: Preventing Half a Million Teens from Abusing Medicine
• Edelman - Merial HEARTGARD 12.12.12 Campaign
• Marina Maher Communications – Secret Deodorant: Mean Stinks Challenges Girls to Gang Up for Good
• Mary Kay Inc. – Don't Look Away
• Racepoint Group Inc. – The Conversation Project : Launching a Social Movement

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Community Relations

• Blick & Staff Communications – Energizer Change Your Clock Change Your Battery
• The Coca-Cola Foundation – Ripples of Happiness
• TTNET– Life's Simpler with Internet
• Garanti Pension and Life Company – "Back to School" - Educating not Employing Children
• Molina Healthcare Inc. – Care 4 a Healthy IE
• PRR - What to do to make it through

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Crisis Management

• American Red Cross - Bracing for a Superstorm: How the American Red Cross Handled the Challenges of Hurricane Sandy
• APCO Worldwide - MF Global Inc. Trustee
• Bank of America – Response to Super Sandy
• Catholic Charities Brooklyn and Queens - Hurricane Sandy
• Cone Communications - Protecting Brand Reputation from a Plant Closure
• Homefront Communications – Stop Big Trucks
• LIVESTRONG Foundation - From the Crisis Trenches: Blazing a New Trail in Communications
• Marketing Minds at Work - 2013 ZORA! Festival: From Crisis to Congratulations

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Employee Relations

• BNY Mellon – Ensuring Global Financial Stability: Weathering Hurricane Sandy...Flawlessly
• Fannie Mae is ALL IN for its Employees
• Financial Times Digital Learning Week 2012
• Molina Healthcare Inc. - Can You See It Now?
• Philips North America
• U.S. Postal Service - MY WORK MATTERS

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Event Marketing

• Bristol-Myers Squibb with Ogilvy Public Relations - Men and Melanoma: The Unexposed Target
• Edelman - Schick Hydro Wakes Up 'Shave Zombies' and Boosts Brand Sales
• GolinHarris for Nintendo of America - Super Mario 3D Land
• HBO - The Weight of the Nation: an unprecedented public/private health awareness campaign
• Hotels.com – Bedventure
• Hunter PR – Dole Greenhouse at BlogHer 2012
• Kanyon - New Year Concert
• Peppercomm – Tyco's Day One
• Princeton HealthCare System - UMCPP Design for Healing Celebrations
• SpringHill Suites by Marriott - SpringHill Suites' Art on the Road: 10 Cities, 10 Explorations

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External Publication

• American Income Life Insurance - AIL/NILICO Labor Letter & Agenda
• American Institute of Certified Public Accountants - ThisWayToCPA Wisdom Books: The Future CPA's Guide to Life and Awesomeness and The Future CPA's Guide to Work and World Domination
• Energy Northwest – Keeping Current
• Fluor Corporation - The Story of Fluor Corporation's First 100 Years
• LP Building Products - Engineered Wood Magazine
• Tiller - J.P. Morgan Asset Management's Lessons Learned 2012: The Value of Strong Client Relationships in Volatile Times
• U.S. Postal Service - 2013 Postal Facts

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Facebook Campaign

• The Clorox Company - Clorox Asks Moms, What Would You Do If Mom Had Three Minutes?
• Cooney/Waters Group Inc. - Parkinson's More Than Motion
• Diamond PR- Marco Island Marriott: Next Generation
• Edelman – Hilton HHonors Any Weekend, Anywhere Flash Sale
• Healthways Inc. - SilverSneakers 2012 Holiday Giving; Fueled through Facebook
• MWW – Nikon 1 "Small Moments are Huge" Program
• RF|Binder Partners - Talenti Gelato & Sorbetto: Building a Loyal and Engaged Facebook Community
• Zeno Group – Seattle's Best Coffee "Black Friday Coffee Break"

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Financial/Investor Relations

• LaVoie Group - Radius Health Positioning A Biotech to Raise Capital in a Down Market
• Ogilvy Public Relations - Shutterstock Soars as First NYC-based Technology IPO in Years
• Qorvis Communications - Turning the Channel to Al Jazeera America
• Strategic Public Relations Group - Tsui Wah - Continuing the Rise of a Hong Kong Legend
• Strategic Public Relations Group - DYNAM - Setting Sights on the World Stage
• Tanis Communications – Generating Excitement for a New Optical Leader

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Firm of the Year (Large)

• Cohn & Wolfe
• GolinHarris
• Hill+Knowlton Strategies
• Waggener Edstrom Worldwide
• Weber Shandwick

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Firm of the Year (Midsize)

• 5W Public Relations
• DeVries Global
• Eric Mower + Associates
• Finn Partners
• Makovsky + Company
• MWW
• PMKBNC
• SHIFT Communications

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Firm of the Year (Small)

• Adfero Group
• Affect
• Deveney Communication
• InkHouse Media + Marketing
• March Communications
• Rasky Baerlein Strategic Communications
• Singer Associates Public Affairs/Public Relations
• Solomon McCown & Company, Inc.
• Warschawski

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Global PR

• A Different Future and Finn Partners - Victims of Our Own Narratives: Israeli-Palestinian School Book Study Addresses Long-Standing Controversy of the Middle East
• American Pistachio Growers - The Power of Pistachios
• Bacardi Limited - Celebrating 150 Years of Bringing People Together
• O'Malley Hansen Communications - Green for Good
• Rotary International - End Polio Now
• Wyndham Hotel Group - Wyndham Hotel Group Global Public Relations Campaign
• Yum! Brands Inc. - Taking People with You

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Green PR

• Entergy Corporation - Geaux Green
• Honeywell and Weber Shandwick – Green Boot Camp
• LG Electronics with Ogilvy Public Relations - LG: An Energy
  Efficiency "STAR"
• Ogilvy PR Australia - Kleenex Cottonelle: Pin to make a difference
• O'Malley Hansen Communications - Green for Good
• Porter Novelli - HP Environmental Leadership Campaign
• Rogers & Cowan - An End is a Cool, New Start: will.i.am and The Coca-Cola Company Launch EKOCYCLE

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Influencer Communications

• APCO Worldwide - New Yorkers for Beverage Choices
• Be The Match with PadillaCRT - Inspiring Congressional Support of a Life-Saving Cause
• The Hershey Company - Hershey's Cookie Headquarters
• Janus Capital - Investing and Politics
• Lockheed Martin Corporation - Medium Extended Air Defense System (MEADS) FY13 Keep Sold Campaign
• LG Electronics with Ogilvy Public Relations - LG Introduces the Sport of Techorating
• Pollock Communications - Fifth International Scientific Symposium on Tea & Human Health
• Porter Novelli - Almond Orchard Experience
• RadioShack - Powering Up Influencers and Attendees at SXSW
• Sprint - Velocity launch

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Internal Publication

• City of Sandy Springs - Year in Review
• Diageo LAC - Our Passion
• Lockheed Martin Corporation – Fire Control Focus Online Employee Newsletter
• Ohio University – Compass
• Prudential Financial – Keeping employees informed during Superstorm Sandy

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Marketing Communications

• The Asian Art Museum - Operation: Lost Warrior
• Broadhead + Company - The Pursuit of 300: The Road to Higher Yields
• Discover Student Loans – Stop the Panic!
• Grey Canberra - Australian War Memorial: The Lone Nurse
• Hanna Lee Communications - The World's Most Talked About and Most Profitable Bar Opening: The Dead Rabbit, a "Gangs of New York" Style Cocktail Saloon
• Makovsky + Company - Usage Survey: Taking on America's Number One Killer
• Novo Nordisk Inc. with Marina Maher Communications and The Rose Group - Diabetes in a New Light
• SBC Advertising - Elmer's Celebrates First Day of School with Moms Nationwide

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Media Event

• The Alfred E. Smith Memorial Foundation - A Foundation Takes Back the Spotlight
• DCI Group - Young Conservatives for the Freedom to Marry
• M Silver: A Division of Finn Partners - Defrost Your Swimsuit
• McDonald's Takes Bold Action to Launch Calorie Menu Boards Nationwide
• NBC Entertainment – "30 Rock" Farewell Season
• PadillaCRT for Air New Zealand – No Lag on London
• Singer Associates Public Affairs/Public Relations - The $70 Million Press Conference
• Waggener Edstrom Worldwide - Honeywell Aerospace: Storm Chasers Campaign
• Weber Shandwick - Degree Men 'Afternoon Workout' Media Event with Carmelo Anthony

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Media Relations

• Cohn & Wolfe - What's Your "Wild Rabbit?" Hennessy Fans go 'Wild' for the Pursuit of Success
• Dunkin' Donuts and RF|Binder - Brewing a Creative Communications Campaign
• Hanna Lee Communications - The World's Most Talked About and Most Profitable Bar Opening: The Dead Rabbit, a "Gangs of New York" Style Cocktail Saloon
• Hormel Foods Corporation with Burson-Marsteller - Leveraging the Announcement of an Acquisition
• Jaffe PR - Young Conaway Stargatt & Taylor, LLP Office Move Announcement
• Luquire George Andrews - Belk: Fashion Not Politics, at the 2012 Democratic National Convention
• Pepco Holdings, Inc. - A Change of Direction
• Samsung Telecommunications America - From Notorious to Noteworthy the Game Changing Success of the Galaxy Note II
• Yum! Brands Inc. - Taking People With You

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Multicultural Campaign

• American Pistachio Growers - The Power of Pistachios
• Cohn & Wolfe - What's Your "Wild Rabbit?" Hennessy Fans Go 'Wild' For the Pursuit of Success
• Dell – Dell and PPR North America for Dell Advances Women Entrepreneurs
• Havas PR and Transitions Optical - Invigorating Eye Health in African-American Communities
• HMA Cultural Marketing – National Influenza Vaccination Disparities Partnership (NIVDP)
• Weber Shandwick - Pepsi Next: Wheel of Levy
• Wells Fargo - Wells Fargo and George Lucas' Red Tails: Turning a Corporate Sponsorship into an Integrated Marketing and Communications Campaign

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Online Communication + SEM/SEO Initiatives

• The Coca-Cola Company and Methodologie - The Coca-Cola Company 2011 Year in Review: Passionately Refreshing a Thirsty World
• JPA Health Communications - Melanoma Research Foundation
• Pepco Holdings, Inc. - A Change of Direction
• Rockwell Automation and PadillaCRT - Bringing RSTechED to the Manufacturing Masses
• Weber Shandwick - General Motors Revival: GM Dealers Take Comeback Story To The Streets
• Weber Shandwick - The Breakfast Project

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Online Press Room/Media Center

• Allrecipes.com - Allrecipes Press Site
• Genzyme - Genzyme Online Newsroom
• HBO Latin America - HBO Latin America's press room offers exclusive content for journalists
• Merck & Co. - Merck Online Newsroom
• Prudential Financial - Prudential Newsroom
• Virginia Beach Convention & Visitors Bureau - Virginia Beach's Online Pressroom Redesign
• Weber Shandwick – Verizon Wireless News Center: Dynamic Content Through Disciplined Storytelling

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PR on a Shoestring

• Alliance Agency - Red Carpet Manicure Becomes Top At-Home Gel Manicure System
• AMD Radeon HD 7990 Publicity Stunt
• GiveMN.org - Putting the Max Back into Giving Day
• NAMI - You Are Not Alone
• Osborn Barr - 2012 Monsanto America's Farmers Mom of the Year Program
• PadillaCRT - Viviscal: Bringing Awareness to Women's Hair Thinning & Hair Loss
• RF|Binder Partners - Band Aid Brand transforming Healing Moments into Moments of Virtual Fun
• VerticalResponse Launches Search for America's Next Teen Tycoon
• Weber Shandwick - Taking a Tech Detox: Nat'l Day of Unplugging

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Press Release

• IEEE - Look Ma, No Hands: Finn Partners and IEEE Public Relations Program Drives Media and the Industry to Take Notice of the Future of Autonomous Cars
• JCPR - Altegris Entertainment Series
• Singer Associates Public Affairs/Public Relations - The $70 Million Press Conference

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Pro Bono Campaign

• Bellmont Partners - Always On Duty: A Permanent Memorial to Minnesota's Fallen Firefighters
• Cone Communications - Northwestern Mutual's Childhood Cancer Program: Help for Today, Hope for Tomorrow
• Havas PR - Building Bridges Between One Young World and Pittsburgh
• Reingold - Honor Flight: A Lasting Tribute

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Product Launch

• Bank of America Introduces the ATM with Teller Assist
• Current Lifestyle Marketing – Hidden Valley for Everything, The New Ketchup
• Erwin Penland Inc. - Denny's Takes a Trip to Middle-Earth with Hobbit-Inspired Menu
• Macy's Brings "Yes, Virginia The Muscial" to Schools Nationwide
• Marina Maher Communications - Depend and the Great American Try On: Repositioning Incontinence from the Bathroom to the Forefront of Pop Culture
• U.S. Postal Service - Major League Baseball All-Stars Commemorative Stamp Series
• Waggener Edstrom Worldwide - The New Office: Launching a Subscription for All
• Weber Shandwick - Pepsi Next - Drink It To Believe It
• Weber Shandwick for Unilever N. America – CLEAR Scalp & Hair Beauty Therapy

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PSA

• Bristol-Myers Squibb with Ogilvy Public Relations - Men and Melanoma: The Unexposed Target
• Cablevision & The Lustgarten Foundation - Real Kids Fighting Pancreatic Cancer
• Counterpart International – A Child's Sadness : Fighting Domestic Violence in Azerbaijan
• Kaiser Permanente- Walk-And-Talk with Every Body Walk!
• Lifetime Television – Your Life. Your Time. Your Vote
• Molina Healthcare, Inc. -Thank You Molina
• Yum! Brands Inc. - World Hunger Relief

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Public Affairs

• Be The Match with PadillaCRT - Inspiring Congressional Support of a Life-Saving Cause
• Beekeeper Group – Global Automakers' Positive Impact on the U.S. Economy
• Cisco - Girls in ICT Day: Let's Hear it for the Girls!
• Cohn & Wolfe for U.S. Olympic Committee - The Team Behind the Team: Inspiring Americans to Help 'Raise our Flag'
• Davies – Napa Pipe: A New Vision for Napans
• FairPoint Communications - Beware of 876 Campaign
• Food and Drug Administration – BeSafeRx: Know Your Online Pharmacy
• Widmeyer Communications – Up to Us Campaign
• Yum! Brands Inc. - World Hunger Relief

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Rebranding and Repositioning

• Allison+Partners - From Startup to Mainstream: Dropbox for Everyone
• XRS Corporation with Bellmont Partners Public Relations and Rumpza Consulting - Betting the Farm on Mobile Technology
• Bravo Group – Tri-M Rebranding
• Henson Consulting - I-Cash -- Discover What's Yours: HC Program Helps Connect Record Numbers With Cash
• Makovsky + Company – Crystal & Company
• Weber Shandwick and MilkPEP - REFUEL: A New Audience and Usage Occasion for Chocolate Milk

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Research & Measurement

• American Institute of Certified Public Accountants - This way to CPA Analytics and Framework Analysis
• MasterCard with PRIME Research - The MasterCard Conversation Suite
• Northwestern Mutual - State of Planning in America
• NYU School of Medicine - Team Science - 2012 Research Report

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Satellite Media Tours

• American Red Cross - Twister Coming? There's an App for That: The American Red Cross Launches Tornado App with National Satellite Media Tour
• Hilton HHonors Program - Citi Hilton Honors Reserve Credit Card Launch
• IHG - Travel Bonus with Tabatha Coffey
• Marina Maher Communications- Merck & Resolve Remind Couples that a Conversation with a Specialist Could be the Start of Something Small
• Marina Maher Communications - Merck for Mothers Encourages Women to Get Informed about Maternal Mortality

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Social Media Campaign

• Elizabeth Arden/Lippe Taylor - Revolutionizing Social Good #PinItToGiveIt
• Global Strategy Group with Priorities USA Action - The Social Media Campaign to Help Re-elect President Obama
• Grow Marketing- Premier Protein
• Hampton Hotels - Hamptonality Moments
• Jones Lang Lasalle, Inc.- #ShowJLLYourSkyline
• Major League Baseball - MLB Fan Cave
• Social@Ogilvy - Huggies Baby Shower Planner
• Stratasys Asks the World "What's Possible?" with 3D Printing
• Zemoga Inc. - It's Colombia not Columbia

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Speeches

• Diageo North America - Remarks to Responsible Retailing Forum
• Eastern Virginia Medical School
• Hill+Knowlton Strategies - Reputational Risk: What has Changed Since "Tylenol"?
• Ogilvy Public Relations - We-Vibe: Sexual Health Headlines the Consumer Electronics Show for the First Time
• U.S. Postal Service - William H Johnson Forever Stamp

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Trade Show/Event PR

• AMD Technograffiti at SXSWi 2013
• Consumer Electronics Association – PR Campaign for the 2013 International CES
• GolinHarris for Nintendo of America - Nintendo "Drives" Mario Kart 7 to a New Dimension
• Kodak Graphic Communications Group - Yellow Changes Everything: Kodak Develops a New Strategy at drupa 2012
• Macy's - 86th Annual Macy's Thanksgiving Day Parade
• Stein IAS – Trelleborg: The Institute of Contemporary Print

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Twitter Campaign

• Akmerkez Shopping Center – Let Your Wish Fly
• M&P Food Communications - #SafeEggs Trends on Twitter
• RF|Binder Partners – McGraw-Hill Education: A Beacon of Digital Learning within a Digital Space
• Virgin Atlantic Airways – MINI #FITFOO
• Weber Shandwick for Unilever N. America – CLEAR Scalp & Hair Beauty Therapy

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Video Program

• Weber Shandwick – American Airlines "I Believe in American/Putting American Back on Top"
• Boeing - From Inspiration to Innovation
• Genentech - Translating Science: How to Get Into the Brain
• Marina Maher Communications - P&G builds consumer loyalty during the London 2012 Olympics by thanking moms everywhere for doing the hardest and best job in the world
• Politico's Brand Website Video
• Weber Shandwick and MilkPEP - REFUEL Training Day Video Series

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Website Marketing

• American Institute of Certified Accountants – TheWayToCPA Exam & Licensure Section
• Boeing – From Inspiration to Innovation
• Hilton Hotels & Resorts - Vacationitis
• Kaiser Permanente – Every Body Walk!
• Marina Maher Communications – Merck Helps College Women Plan It Forward and Consider Long-Acting Contraceptives
• PadillaCRT – Turning Blueberries Into Little Blue Dynamos

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Word of Mouth/Viral Campaign

• The Coca-Cola Foundation - Ripples of Happines
• Henson Consulting - Big Ten Network Kicks Off Second-Annual Big 10K in Chicago
• The Nature Conservancy - A Tsunami of Suds
• Stratasys Asks the World "What's Possible?" with 3D Printing

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Wow! Award

• AMD Radeon HD 7990 Publicity Stunt
• Citizen Optimum – Tourism BC 2012 Annual Campaign
• Hanna Lee Communications - "The World's Most Talked About and Most Profitable Bar Opening: The Dead Rabbit, a 'Gangs of New York' Style Cocktail Saloon"
• Ketchum – DoubleTree by Hilton's Little Things Project
• Major League Baseball - MLB Man Cave
• Marina Maher Communications - Depend and the Great American Try On: Repositioning Incontinence from the Bathroom to the Forefront of Pop Culture
• MWW - Zumba Nightclub Series ft. Lil Jon & Gina Grant
• Peppercomm – T.G.I. Friday's "The Last Friday"
• Weber Shandwick – General Motors Revival: GM Dealers Take Comeback Story To The Streets

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