Corporate Reputation

Gran Feria de Capacitacion para Maestros Especialistas

Brand: Sodimac Constructor
Client: Sodimac
Agency: Proximity
Language: Spanish

Supplier Stories: Real People Real Food

In early 2011 McDonald's reputation was under criticism. Consumer attitudes had dropped due to a lot of misperceptions about its food. To be convincing, we needed to make a bold change from our traditional voice-of-the- corporation messaging. So, we let the hard working suppliers who are at the foundation of our brand talk instead. Their stories were authentic, believable and engaging. Not only did we see dramatic improvement in our reputation, we had the added satisfaction of seeing our sales, guest counts and share grow as well.

Brand: McDonald's
Client: McDonald's Corporation
Agency: DDB Chicago
Language: English

Centennial

Corporate Centennials have become a commonplace. So when IBM turned 100 in 2011 it wanted more than conventional self-congratulations. Defining objectives against Employees, Clients and Investors, we built a year-long program of executions and events to turn the occasion into business advantage. Using every earned and owned media channel available - but minimal paid expenditure - we showed how a history of IBM was a history of the future. Without selling directly, the campaign succeeded in generating significant financial returns, ensuring the second century of IBM began on the best possible note.

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