Corporate Reputation

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

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

2014 BRONZE

A Boy And His Atom

IBM is one of the worlds largest brands, but one the public scarcely encounters. To reverse falling awareness figures we turned IBM PhD nanophysicists into animators to create A Boy & His Atom, a film made from individual atoms. The film and its surrounding experience won a Guinness World Record, a Gold Cannes Lion, and the hearts of millions of viewers. It became IBMs most viewed piece of content ever, reversing long term awareness declines to drive profound business value. All for less than the price of just producing a single TV commercial.

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

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