Marketing Masters — October 2008 - (Page 4)

❚❙ top Integrated teams Whether they’re serving an individual title or are part of a partnership between a media company and an ad agency, all of these integrated marketing teams share a passion and an innovative brilliance that consistently catapult their programs to the top. ESPN: The Magazine Champions on the Field It’s been over three years since ESPN: The Magazine launched their integrated marketing initiatives but since that time, the sales/marketing team has become a leader in this area. Whether it’s putting together a multimedia package for Porsche to help the publication celebrate its recent 10th anniversary last March or expanding the components of an ongoing program with long-time advertiser Under Armour to grow its sports apparel business, ESPN: The Magazine is both a champion and trailblazer in the media landscape. “We’re out there with our clients talking about content, media, marketing, even integration, every day all day with agency people and clients,” says Steven Binder, the publication’s vice president and publishing director. “It’s what we do and the big difference with us versus everyone else is that we own the assets. Where a lot of other media companies won’t have the TV property or the magazine component, under this house, we have it all.” create a unique issue in June called “Revenge of the Jocks.” Here top athletes took over the magazine’s editorial and photo department. Also, an event was held in Los Angeles to celebrate both the magazine and the athletes cum editors/photographers, with the entire multimedia package sponsored by Sony. For the Porsche program, the client, according to Binder, was “looking to blend the nostalgia of what its tradition is with the relaunch of their SUV Cayenne model.” Coinciding with the magazine’s 10th anniversary, the program, which also encompassed TV and Web site, offered a fascinating glimpse into the possible future of sports with the March issue. “When you flipped the issue over, it was a double cover [that predicted] what sports will be like in the next five to 10 years,” describes Binder. “[The program] felt strategic with what they were doing. What sold in the end was the integrated marketing.” MVPs In addition to Binder, the victorious roster is as follows: Michael Beshar--Senior Director, Magazine Sales Cont’d on page 7 Marketing Well is the Best Revenge One very notable initiative that the team worked on this year partnered the magazine with Sony to National Geographic and DraftFCB Winning Duo Last year, the partnership of National Geographic and ad agency DraftFCB went beyond the parameters of traditional advertising to create for client Dow Chemical Co. an in-book map supplement that focused on access to drinking water. The program, which also included a custom online microsite, demonstrated how well the team of National Geographic and DraftFCB worked together to conceptualize and carry out a creative and complicated effort. DraftFCB had the organizational know-how needed to master logistics, making sure that Dow’s messaging would not be lost in the development of the program. “Both National Geographic and DraftFCB were driven by the same passions—the vision to dream big and to provide Dow with an execution that would significantly move the needle in how Dow was perceived by both its target audiences and company stakeholders,” says National Geographic’s marketing director, Michele Murphy. “The success of the partnership was fueled by a series of best practices, and the constant attention paid to exceeding Dow’s expectations.” From DraftFCB: John Claxton, SVP; Group Creative Director; Sandy Kolkey, EVP, Group Management Director; Hollie Zamiara, Account Director; Kelly Patterson, Media Supervisor; Kurt Fries, SVP, Creative Director; Jim Bachor, Associate Creative Director Come Together What helped National Geographic and DraftFCB achieve excellence with the Dow Chemical Map program were their unity of vision, mutual respect and passion for the project. Both brought tremendous skills and resources to the table: National Geographic could parlay its photographic and cartographic expertise to create the map; and In Sync From planning to the execution phase, members of both the magazine and agency team were actively involved. This included Cont’d on page 17 From left to right from National Geographic: Jimmy Lui, Design Director; Michele Murphy, Marketing Director; Brad Roberts, Marketing/Promotion Coordinator; Milton Dunton, Research Manager; Kim Boknoski, Promotion Director; Victor Unnone, Associate Marketing Director; Carrie Campbell, Research Director 4 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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