Success Stories - March 2008

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• Back To Basics Works
  National Post | March 28, 2008
  "I can't stand your commercial, but your product is amazing!" a man crows at the end of a commercial for Head On, an analgesic product known more widely for its in-your-face TV ads than for its possible therapeutic benefits.  The tagline could serve well as an anthem for the marketing minds at Buchanan Group Inc., the production company behind the pervasive, indelible Brand Power and Zoot Review ads.
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• IAG Highlights Six Car Marketers for Ad Effectiveness
  Ad Age Daily | March 20, 2008
  IAG Research announced the winners of its second annual Automotive Advertising Awards during the New York International Auto Show.
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• Marketing Helps General Mills Achieve Stellar Quarter
  Ad Age Daily | March 20, 2008
  General Mills is contributing to a new common wisdom in the package-foods category: increased spending in the face of higher ingredients costs.  Kraft and Kellogg both vowed to increase advertising or marketing spending when the companies reported earnings in January.
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• At OMMA: Esurance Finds Fame In Another Medium: TV
  MediaPost's Marketing Daily | March 18, 2008
  Ironically, an online brand reports, it remained rather unknown to potential customers until it launched a TV campaign.  And, says its CMO, television remains "the most powerful reach vehicle and driver of brand awareness."
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• Pedigree Adoption Campaign Drives Dog Food Sales
  MediaPost's Marketing Daily | March 12, 2008
  Pedigree created its Adoption Drive in 2004 and has been promoting the cause in advertising every year... The effort has also translated into increased sales.  While John Anton, director of Pedigree brand marketing, would not disclose sales figures, he says the marketing push has resulted in "double digit" growth for the brand on both the dry and wet dog food lines.
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• An Advertising Heavyweight
  Marketing | Mar 10, 2008
  Believe it or not, but Jared Fogle and Subway have been a couple for ten years now, and it still seems like they can't get enough of each other.  After some 50 commercials and four different ad agencies, he still regularly tops likeability and recall ratings.  And now he's touring with his former fat pants.
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• Vaseline, Dove And Kellogg Named Global Effie Winners
  MediaPost's Marketing Daily | March 3, 2008
  Unilever's "Keeping Skin Amazing" campaign for its Vaseline won the gold Global Effie Award at the inaugural World Effie Festival in Singapore on Friday.  The company's "Pro-Age" Dove campaign landed the silver, and Kellogg's Special K's "Drop a Jean Size Challenge" took the bronze.
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• Campbell's Chunky football
  Strategy | March 2008
  Chunky grew volume during the time of the promotion, driven by Western Canada, where it gained 8 p.p. in consumption growth vs. last year.  Over five million PR impressions and 24,000 web views were generated during the promotion.  There was also increased share of mind and purchase intent in key markets vs. last year.
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• Toyota Highlander
  Strategy | March 2008
  The Highlander and Highlander Hybrid increased sales by over 65% from 2006, while the rest of the segment increased by just 13%.
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• Quaker Oats
  Strategy | March 2008
  A total of 1,500 consumers entered to win the Heart Health Makeover.  Quakerheart.ca received 4,185 unique visitors on the day of the broadcast.  Traffic was up by 75% over the previous month, and 2,000 people took the online quiz.
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