This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.
Curtin Emerson Ransick's "Samsung NOW" campaign for Samsung Semiconductor sought primarily to change the market's perception of Samsung from a blank supplier of commodity semiconductor products to an upbeat, contemporary supplier of state-of-the-art products. Using adventurous design and attention-getting contemporary illustration, the campaign's ads and inserts also dramatize product benefits, generate inquiries and facilitate sales effort.
Brand: Samsung Semiconductors
Client: Samsung Semiconductors
Agency: Curtin Emerson Ransick
The "We Deliver" campaign was designed overall to create positive conceptions of the U.S. Postal Service among America consumers by reminding them of the vital service the Postal Service provides the public, which in turn will positively predispose them to product-specific messages for Express Mail. The specific marketing objective was to increase Express Mail service volume by +15% and revenues by +10% versus YAG results.
Brand: Express Mail
Client: U.S. Postal Service
Agency: Young & Rubicam New York
Light Assembly Tool
Chicago Pneumatic's Light Assembly Tool Advertising Program Successfully enhanced the company's entry into a new market segment. The program earned significant market awareness, as measured by independent readership studies indicating target market recall that exceeded ambitious program objectives and industry norms. The program also generated above average numbers of product inquiries- a secondary objective- leading to strong initial sales leads.
Brand: Light Assembly Tool
Client: Chicago Pneumatic Tool Company
Agency: Sarge Marcom, Inc.