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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Close-up with Keith Pigues, VP-CMO, Ply Gem Industries
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| ROLLOUT NEWSLETTER |
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Knight Capital makes a splash at STA show
By Kate Maddox
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Knight Capital Group, which provides an electronic trading platform for global capital markets, created an integrated campaign around the theme of “Liquidity” at the Security Traders Association (STA) conference in Scottsdale, Ariz., last month.
The centerpiece of the campaign was a giant Knight logo at the bottom of a swimming pool at the Phoenician, the luxury resort where the conference was held. The campaign also included integrated marketing materials.
“Our business is all about liquidity, so we were looking at a way to integrate that message and create a wonderful experience at the STA show,” said Marge Wyrwas, senior managing director-communications, marketing and investor relations at Knight Capital.
The campaign was created by its agency of record, Doremus, New York, and is a continuation of Knight's “The Science of Trading. The Standard of Trust” overall brand campaign, which was launched last year.
The brand campaign is designed around four themes—liquidity, clarity, access and insight.
“The whole point is to demonstrate the ease with which we trade for our clients,” Wyrwas said.
Doremus placed the giant Knight logo in the swimming
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| NEW CAMPAIGNS |
FedEx
“FedEx Delivers to a Changing World” Agency: BBDO New York, BBDO Manila Target audience: Business decision-makers Campaign objective: Reinforce FedEx's commitment to helping its business customers navigate the changing global marketplace Media: Print, online Budget: Undisclosed
SEE MORE
Visa Inc.
“Go World” Agency: TBWA\Chiat\Day, Los Angeles, and AKQA, San Francisco Target audience: Visa cardholders Campaign objective: Promote Visa's sponsorship of the 2010 Vancouver Olympic Winter Games and drive preference for and use of Visa products worldwide Media: TV, online, outdoor Budget: Undisclose
SEE MORE
Radware
“Alteon Is Back” Agency: Graphic Minds, New York Target audience: IT professionals Campaign objective: Promote Radware's Alteon 5412 application delivery platform through a Web site featuring superhero characters and episodes Media: Online Budget: Undisclosed
SEE MORE
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| MOVES AND CHANGES |
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Crosby—Crosby Marketing Communications, Annapolis, Md., has hired Justin Miller as group creative director-interactive. Miller was previously creative lead at interactive agency AKQA.
imc˛ health & wellness—Health care agency imc˛ health & wellness, Philadelphia, has hired Lisa Flaiz as VP-strategic growth and innovation. Flaiz was previously VP-group director and national pharmaceutical practice lead at Razorfish.
Worktank—Worktank, Seattle, announced that Carrie Byrne has been promoted to creative director from associate creative director. Also, Corey Pilkington has been promoted to director of client services from account supervisor.
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| ACCOUNT ACTION |
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IBM—IBM Corp. has selected Euro RSCG 4D, New York, as its lead digital agency worldwide, following a review. The previous agency was Digitas, Boston. Euro RSCG 4D will handle strategy, technology, design, usability, editorial production and social media strategy. Billings were undisclosed.
Lerner—Lerner Medical Devices has selected QuantumMethod, Glendale, Calif., as its agency of record. QuantumMethod will develop a branding campaign for the launch of Levia, a new phototherapy product. A budget was not disclosed.
WSJ—The Wall Street Journal has selected Ketchum Pleon, New York, as its agency partner for the Future of Finance Initiative, an international conference that will address global economic recovery. Ketchum will be responsible for developing communications and media relations for the event. A budget was not disclosed.
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