CLIENT
Hallmark Cards, Inc.
Ellen Junger, Sr. VP-Mktg.
Ira Stolzer, VP-Integrated Consumer Mktg.
Rob Reeder, Advt. Mgr.
Ann Herrick, Intergrated Contact Planning Mgr.
AGENCY
Tanya Bennett, Sr. VP-Acct. Dir.
Tim Pontarelli, Exec. VP-Creative Dir.
Marty Harper, Exec. VP-Planning Dir.
Kicking Cow Promotions, Inc.
Mike O'Leary, CEO-Event Dir.
Fleishman-Hillard
Angie Read VP-PR Dir.
Hallmark Design Studio
Starcom Worldwide
Gail Fujisawa, Sr. VP-Media Dir.
SUMMARY
Predictable. Obligatory. Irrelevant. Sadly, this is the way growing numbers of consumers felt about greeting cards. For fifteen years, sales within the category radically eroded. Hallmark faced a daunting challenge: rescue an endangered category by making greeting cards relevant again. The big idea: celebrate Hallmark's Cards With Sound by leveraging the universal language of music to help people connect. The advertising increased awareness, challenged perceptions and positively turned around sales for Hallmark. Greeting cards are no longer something people have to send - they're something people are really excited to send!
