Professional Services
Includes Business/Professional services such as accounting, consulting, legal, employment, etc.
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PROGRAM
2004 GOLD
The Smarter Way
CareerBuilder.com entered the online recruitment category as a vehicle for the three largest newspaper groups to regain business lost to the Internet. But other brands dominated the category and set the rules -- run clever Super-Bowl advertising to convince people that they should be dissatisfied with their jobs. To succeed, CareerBuilder.com had to change the rules -- it would instead be about CareerBuilder is a smarter, easier way to find a better job, and its message would run with continuity and efficiency. After six months, unaided awareness of CareerBuilder had more than doubled and its share of job seekers increased over 5 points.
Brand:
CareerBuilder.com
Client:
CareerBuilder
Agency:
Cramer-Krasselt
Language:
English
2004 SILVER
Deeper
When IBM acquired PricewaterhouseCoopers Consulting in October of 2002, it faced a significant challenge: Clearly position the new unit against chief competitors McKinsey and Accenture and sell its new value proposition. The unit, named IBM Business Consulting Services launched with a campaign that simply described the value BCS provided to clients: Deeper. Nine months later after its launch, IBM Business Consulting Services is widely recognized as the global IT Consulting and Business Consulting Mindshare leader.
Brand:
IBM
Client:
IBM Corporation, Business Consulting Services
Agency:
Ogilvy & Mather
Language:
English
2003 SILVER
Sylvan Moments
To distinguish itself from the competition and to reverse several years of flat or declining revenues, Sylvan Learning Center introduced the "Sylvan Moments" campaign. Rather than relying on "fear of bad grades" as the message, Sylvan instead focused on the inner confidence kids felt after participating in the program. This campaign dramatically ignited inquiry growth, increased revenues, and positively changed perceptions of the brand.
Brand:
Sylvan Learning Center
Client:
Sylvan Learning Center
Agency:
Doner
Language:
English
FINALISTS
Frontdoor
Frontdoor App
ZenBusiness
Moms Mean Business
RE/MAX
Taking Real Estate “Disruptors” Head On
