Corporate Reputation

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

2007 SILVER

Prepare and Protect America

The devastating hurricane seasons of 2004 and 2005 left Americans reeling. It became clear that the biggest catastrophe our nation faced was not being prepared for the next one. Yet no company was willing to publicly advocate a viable, long-term solution to this problem - except Allstate. Allstate led a public dialogue around a plan to better prepare and protect America from natural catastrophes. Campaign results included: a significant increase in website visits, organizations embraced the cause and joined a coalition, and insurance industry press coverage was visibility more balanced.

Brand: Allstate
Client: Allstate Insurance Company
Agency: Leo Burnett USA
Language: English

2007 SILVER

Real Issues

To drive reputation and advocacy amongst the global energy influentials - those who determine the exploration, extraction and delivery of energy around the world - Chevron successfully repositioned the corporate brand as a forward-thinking and collaborative industry leader. The campaign did this by facing up to the real energy issues that concerned the audience - issues that were being ducked by the competition - and encouraging a collaborative response. Research showed an increase in Chevron reputation metrics amongst those who had seen the campaign. Chevron's industry standing grew. Advocacy increased by 127%.

Brand: Chevron
Client: Chevron Corporation
Agency: Young & Rubicam New York
Language: English

2006 GOLD

Brand Transformation

As 2005 dawned, the Kodak brand lacked the digital and innovation credentials it needed to compete in the digital marketplace. By broadening its definition of itself and the category, Kodak was able to leapfrog over competitors and change the terms of the debate to transform itself from left-behind king of film to innovative leader of imaging.

Brand: Kodak
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
Language: English

FINALISTS

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