Corporate Reputation

This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.  

2015 SILVER

Made With IBM

To drive IBMs credentials in Social, Mobile, Analytics and Cloud we set out to show the value being Made With IBM. We dedicated the entirety of our Masters Tournament TV Inventory to a stream of almost 70 unique commercials: a 35 Minute Documentary, Interrupted by Golf. By solving the ad nauseam of endlessly repetitious commercials, we dominated Masters buzz (3x the mentions of the other sponsors combined). We transformed brand perceptions, and contributed to a $3.5BN increase in category revenue.

Brand: IBM
Client: IBM
Agency: Ogilvy & Mather
Language: English

2014 GOLD

The Battle to Win Back New York

The global financial meltdown hit Citis reputation hard, nowhere more so than in its hometown, New York. In 2012, Citis brand health was the lowest among New Yorks top 6 banks. A progressive idea was needed to win back the hearts and minds of New Yorkers. The answer? Citi Bike. Pre-launch, the program faced skepticism and accusations of buying New York. But we converted even the most hardened cynics. This is the story of how Citi overcame the naysayers to revive its reputation and Win Back New York with bikes.

Brand: Citi
Client: Citi
Agency: Publicis Kaplan Thaler
Language: English

2014 BRONZE

New World of Investing

BlackRock was the worlds largest investment company that no one had heard of. Just as they began brand building, Wall Street collapsed, causing investors to lose faith. Leadership saw an opportunity to start a new conversation and recapture momentum in its mission critical mutual funds business. People were hungry for answers about what to do with their money. BlackRock had the knowledge and courage to answer and define the new world of investing. The New World campaign improved BlackRocks brand strength dramatically and helped them win in the mutual fund business.

Brand: BlackRock
Client: BlackRock
Agency: Ogilvy & Mather
Language: English

FINALISTS

Santander BUS STOP, BUSINESS GO

Natura Amazon Alive - The real time deforestation counter

Movistar Movistar Con Todo