Marketing Masters — October 2008 - (Page 7)

❚❙ top Integrated teams People Whether it’s overseeing the Dove Pro-Age Most Beautiful Over 50 initiative or the 25th anniversary of Wheel of Fortune program, the marketing mavens at People magazine lead with innovation, energy and a fierce determination to push the envelope when it comes to meeting clients’ objectives. Masterminding and executing logistics for multi-platform programs can be a formidable challenge, but the People team does it seemingly with ease. job. They managed the process very well and delivered on our creative needs and suggestions.” Dawn, Maxwell House and Febreze. The partnership between People and Sony Pictures Television (producer of Wheel of Fortune) gave the marketing team the ability to fine-tune the development and execution of the program—advertiser by advertiser.The results more than surpassed client expectations, while reinforcing the standing of People’s marketing team as a supernova force to be reckoned with. ■ Big Wheel Keeps on Rolling For the Wheel of Fortune Anniversary Celebration, People was able to leverage broadcast programming, online exposure and a VIP party to create an exclusive experience for select advertisers such as Happy Customers For the People/Dove Pro-Age program, which celebrated the age and beauty of older women and comprised in-book ads, an advertorial, an online contest, gift coupons for a spa and promotion around the publication’s high-profile “World’s Most Beautiful” issue, the ROI was impressive: the total page views on the content site were 101,847, and branded Dove impressions over-delivered by 380%. The feedback on this program is characteristic of the usual praise conferred on People for their marketing efforts as well as the synergy they’re consistently conjure with partners. For instance, Andrew Heath, senior partner and strategic planning director for MindShare (agency for Dove), says for the Dove Pro-Age program, People created a platform that made it easy for Dove to put its own, distinctive spin on beauty and aging. “The environment helped to significantly elevate our message and achieve the brand objective of stirring this societal debate. The marketing team did a great People’s Integrated Marketing Team: Back row: Zoraida Walker, Lauren Tracy, Gina Guzzo, Amy Marks, Heather Gorman, Julia Dasher, Lindsay Tabak, Caroline Chin 2nd row: Priya Shivangi, Emily Selcer, Melissa Avanzano, Heidi Edelstein, Katie Leo, Megan Murphy, Amy Lustig Front: Keren Amihud, Ruth Vaca ▶ ESPN: The Magazine, continued from page 4 Blandine JnPaul - Reid—Senior Director Magazine Marketing NaAmka Milima—Manager - Magazine Marketing Josh Richman--Senior Director - Company Marketing Aylssa Muenkel--Senior Manager - Magazine Event Marketing Rachel Nance—Manager - Magazine Event Marketing Lessons Learned “Knowing the nuances of what can be offered to one client to help them maximize each medium is always a challenge,” says Binder. This is key for marketers when putting together an integrated program for clients because each media platform, be it TV, online or magazine, are different and operate under their own rules. ■ October 2008 ❚ minonline.com min ❚ Marketing Masters Issue 7 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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