This category is for communications that promote corporations, not exclusively their products. Includes sponsorships, image & identity.
Georgia Power Corporate Identity
With the Georgia Power campaign, our objective was to change the way Georgians think of there electric utility. The goal was to change Georgia Power from a faceless monopoly to a company that was thought of as a "world-class" energy provider with a heart. Specifically, our goal was to raise attribute ratings by at least five percentage points among an array of categories that would lead to a stronger favorability overall. In less than one year, the percentiles across a host of attributes and raised overall favorability for the company 9 percentage points.
Brand: Georgia Power
Client: Georgia Power Co.
Agency: Pollak Levitt & Nel
It's All Within Your Reach / Brand Campaign
Brand AT&T breaks away from the competition by personalizing and differentiating itself in a commodity market. The brand campaign is designed to showcase AT&T as the company that understands life today and assures telecom users that "it's all within your reach". Both Amazing Grace and Beaches succeed in presenting a fun, different, and caring AT&T.
Agency: Young & Rubicam
A Business of Caring
The 1996/97 CIGNA campaign has been extremely successful in "putting a human face" on a large insurance/healthcare company. "The Business of Caring" positioning and advertising message has been successfully integrated into all communications and has helped to drive 1)significant increases in brand ratings. 2)strong sales increases for business segments and the company over and 3)a superior return on shareholder value.
Client: CIGNA, Inc.
Agency: DDB New York