Learning From Winners Webcast Series Part 2

Learning from Winners: Draftfcb

Special Webcast – free to member and non-members!

Draftfcb Presents How to Win an ARF David Ogilvy Award

One of the largest global advertising agencies in the world, Draftfcb will provide an inside look at two of their award winning campaigns—PACCAR Parts and the United States Postal Office.

At this webcast, learn why the research behind recent campaigns for “Communications Targeting Program” and “Your Other Address” were celebrated by the industry, and what steps you can take to earn your team the next big award.

Join us on Wednesday, August 15, for a free webcast that will shed light on what worked for two of this year’s winners, PACCAR Parts and the United States Postal Office.

Social Channels:
Facebook: http://www.facebook.com/events/204692932989808/
LinkedIn: http://linkd.in/LWagiA
Twitter: @the_arf; #ogilvyawards

Agenda

12:00–12:10PM
Welcome, ARF Updates and Introductions
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF

12:10–12:35PM (includes Q&A)
2012 Business-to-Business Award Winner: “Communication Targeting Program” PACCAR Parts
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb (@kevinhartman; @draftfcb)

PACCAR is a global technology leader in the design, manufacturing, and customer support of premium trucks under the Kenworth, Peterbilt, and DAF brands. PACCAR Parts Division is the aftermarket parts provider that delivers its products and services to customers worldwide through their extensive dealer network of nearly 1,800 locations worldwide. While the company invests a significant amount in providing marketing support to its dealer network with limited insight on end-users themselves, there was plenty of room to strengthen the marketing communications. To remedy this, PACCAR developed the Communication Targeting Program (CTP) as an evergreen platform to optimize current market communication touchpoints within an integrated marketing strategy. The program launched in 2011 and has shown significant impact on sales and ROI.

12:35–12:55PM (includes Q&A)
2012 Government + Non-Profit + Public Service Award Winner: “Your Other Address” United States Postal Service (@usps)
Kevin Hartman – SVP, Director of Customer Intelligence, Draftfcb

In November 2010, the Post Office announced a total revenue loss of $8.5 billion for fiscal year 2010. Faith in the Postal Service as a sustainable entity was wavering, and one of their key offerings, the PO Box, was experiencing declining revenue and occupancy for three consecutive years—34% of all PO Boxes were vacant. The Postal Service needed to infuse the public with a new way of thinking about PO Boxes and provide a new, relevant reason why the PO Box is necessary. To this end, research pointed to the development of a perfectly executed and tremendously successful campaign dubbed “Your Other Address” that shifted the target market and elevated the PO Box to aspirational status.

12:55–1:00PM
Closing Remarks
Zena M Pagán – Forums and Ogilvy Awards Manager, ARF