Kurt Fries

This is a story that begins with a question. What can a chemical company do to enhance its image? In the winter of 2006, Dow was a company without a face that made products without a brand. Unlike its early history, it was no longer seen as pioneering knowledge and seeking answers to world problems.

To be distinct and true to itself, the real story of The Dow Chemical Company needed to be told: a story that exemplified the heart of the company and its goals to dramatically improve its sustainability efforts by the year 2015. The answer to that challenge was the Human Element.

This campaign reframed Dow from a traditional chemical company to one that aligns elemental human needs with fundamental business practices – changing the way stakeholders and key influencers think of a chemical company.

Since the launch, there has been a 34% growth in brand equity and a 75% increase in brand familiarity. The Forbes Reputation Institute reports that between 2008 and 2009, Dow’s brand reputation showed more growth than any other domestic brand. In 2007, B to B Magazine recognized the print as the best in category. In 2007 and 2008, it won Best of Show at the Chicago International Film Fest and a Gold Effie in 2008.

There is only one place like Disney that brings families together, reignites your inner child and makes the most of a fleeting moment.

As an icon, the challenge is to always surprise and celebrate the magical power that is Disney while remaining true to the brand.

Our ever-evolving campaigns, grounded in genuine, emotional and everlasting moments make Disney the leader in the category where all others are a distance second.

For more than 100 years Hallmark was the definitive brand to help people show that when you care enough, you send the very best. But over time this classic brand had lost its meaning and its purpose.

So, how does a 120 year old company reclaim its rightful place as a beacon for kindness and love? By transforming from a “card company” to a “caring company”.

Although members of a club may come from different backgrounds, they typically share a common trait. The Diners Club cardmember shares an optimistic but clear-eyed view of the world that looks past the surface to the substance. It is no longer about the value of money but the values of money.

“Belong” is about embracing our heritage, the meaning and mindset of a club.  It depicts Diners Club as an organization that welcomes those of the same financial mindset: the value of money lies in its ability to enrich a life rather than its ability to build monetary wealth.

The campaign has been adopted and adapted in nine countries around the world and is enjoying great success. In Brazil alone, brand awareness has increased by 44% and card applications have increased by more than 100,000.

The health insurance industry was on the precipice of its largest change since…well, since Blue Cross Blue Shield (BCBS) invented the industry over 80 years ago. With the passage of the Affordable Care Act, millions of people would be eligible to make their own health insurance decisions for the first time. Suddenly, finding relevance with consumers wasn’t just a nice-to-have; it was a must-have.

BCBS quickly realized if they were going to win in this new future of consumer choice, they’d need to fundamentally change their approach on marketing, placing an acute importance on their direct-to-consumer advertising for the first time.

In a category ridden with fear and uncertainty the Live Fearless campaign encourages people to focus on the wonder of life. Encouraging them to embrace day-to-day opportunities, relish moments of freedom, love, laughter, and overcoming challenges allowing us to be there for support. It highlights people who put themselves out there and push a little further. Carving out an entirely new voice and space for the category. One that leads, rather than reacts.

The Live Fearless campaign has been a big success significantly impacting measures proven to support brand building, changing both perceptions of the brand and purchase consideration toward it.