Business-to-Business Campaign of the Year 2008

Recognizing campaigns within a niche business sector or the business community at large

Winner
MWW Group and Deloitte & Touche LLP: Leadership Counts! Building Reputation and Driving Business with Executive Thought Leadership

Deloitte & Touche USA is primarily recognized as being "one of the big four," with little differentiation from its competitors. In order to stand out from its peers and to drive business results, Deloitte's national PR team and MWW Group were tasked with identifying a meaningful platform that would advance Deloitte's business while serving as a foundation for establishing a legacy for chairman Sharon Allen, who was then beginning her final four-year term in office.

Allen didn't have a strong executive brand that impacted Deloitte's business. However, she did have a theory that the failure to balance work and life contributes to lapses in ethical behavior. The theory became the foundation for a campaign that would drive debate and the discussion around the topic of work-life balance and its impact on corporate ethics. It would also help position Deloitte and Allen as authorities on the issue.

MWW and Deloitte first conducted research, which determined that no one already "owned" Allen's philosophy.

Secondary research then informed the team that a survey that statistically confirmed the theory would provide the strongest foundation for her platform.

To maximize the impact and reach of the survey among target audiences that would have an impact on the business - including business leaders, HR pros, employees, and current and potential clients - MWW sought to craft a multi-pronged launch strategy that would first reveal and establish credibility among academia and the media. One judge said, "[It was] a smart strategy to stand out in a big crowd." Another judge called Allen's philosophy a "good platform."

Allen unveiled the survey findings at Columbia University's Graduate School of Business during that institution's Ethics & Leadership Series. MWW then distributed the survey to business schools and professors around the county via a Deloitte Foundation e-mail campaign, simultaneously planning an exclusive with Reuters and coordinating media interviews with Allen and Harold Tinkler, Deloitte's chief ethics and compliance officer.

The team wrote and placed an article with Allen's byline on Forbes.com. Other efforts included a collateral brochure to engage clients and employees, and an "Insight podcast" by Allen that enjoyed 11,935 downloads. Partners, principals, directors, and recruiting teams used the survey for relationship-building and student-recruiting events.

The campaign yielded more than 30 million impressions across business, regional, trade, online, and new media. Coverage contributed to new business opportunities and partnerships, including numerous speaking invitations, while the survey contributed to Allen's No. 64 ranking on Forbes' "100 Most Powerful Women in the World" list and an award by the Families & Work Institute.

Honorable Mention
Fleishman-Hillard and Bayer Animal Health: Advantage Multi (Imidicloprid + Moxidectin) Topical Solution Product Launch



The FDA regulates the $40.8 billion-dollar animal health field. Bayer Animal Health (BAH) was concerned at the launch of its topical solution products for dogs and cats - the first to bear an FDA black box warning - and called on Fleishman-Hillard. The firm used a "War Games" strategy to plan for competitor reaction and research that showed consumers wanted a three-in-one product despite warnings. Fleishman devised an internal campaign, with free trials for staff and outreach by newsletters, posters, direct mail, and meetings. The Western States Veterinary Conference was used to launch the products, with a five-minute video and black-tie event. Using trade media outreach, spokespersons, an advocacy network, dinner events, and Web sites, BAH made an impact on the veterinary channel, sales force, and staff, with 850,000 trade print hits, a Good Morning America spot, and 600% rise in Web hits.

Finalists 2008
Capstrat and Raleigh Convention Center
Raleigh Convention Center: From 'Deadville' to Meeting Destination
Fleishman-Hillard and Bayer Animal Health Advantage Multi (Imidicloprid + Moxidectin) Topical Solution Product Launch
Fleishman-Hillard and Rawlings "The Summer of Glove: Rawlings Gold Glove Award Golden Anniversary"
MWW Group and Deloitte & Touche USA Leadership Counts! Building Reputation and Driving Business with Executive Thought Leadership
Text 100 and Websense Porn Blockers to Security Breach Detectors - Websense Does It All

Sponsor:
GCI Group, a global communications firm, is committed to breaking new ground in the delivery of sophisticated digital media strategies, breakthrough creativity, and practice area excellence. Our work is focused on high value disciplines ranging from consumer and sports marketing, digital media, and technology to healthcare and media relations.

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