CONTENTS
Direct Report ................................................3
On the Beat ................................................. 11
AKQA’s GM of media,
search and analytics
Scott Symonds says
online video has vast
growth potential p14
Spotlight ....................................................... 24
Opinion.......................................................... 27
Visual IQ’s cofounder
and CEO Manu
Mathew says click-through rate is a
dead metric p29
Gloves Off.................................................... 29
Main Feature ............................................ 30
Battle of the Brands .............................. 37
Vertical: CPG .............................................. 39
Roundtable .................................................. 41
JCPenney’s ‘Pennies from Heaven’ campaign supports local after-school programs
Social causes rule marketers’
back-to-school campaigns
BMF’s executive
creative director
Dylan Taylor delivers
his verdict on The
Work p47
The Work...................................................... 47
Plug-ins: Email .......................................... 52
Source Directory....................................... 55
Data Mine..................................................... 59
Recruitment............................................... 60
People Moves .............................................. 61
Expert Advice ............................................ 61
The End (USER) ...................................... 62
+DATAENTRY
$16B Value of consumer rewards
points unredeemed annually page 11
73% Percentage of email marketers
seeing growth in email lists page 16
$63B Predicted overall US TV ad
expenditures for 2011 page 31
59% Consumers who clip coupons
from the newspaper page 39
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By Juan Martinez
JCPenney, Macy’s and General Mills are among the brands that launched back-to-schoolmarketinginitiativesthis
summer tied to youth-oriented social causes.
The marketers see the campaigns as opportunities to win consumers’
hearts and minds, as well as
dollars, during an important
shopping season.
JCPenney launched the
“Pennies from Heaven” campaign in late July with agencies Momentum Worldwide,
360i and Saatchi & Saatchi
New York. The effort is using a JCP Rewards
incentive, a custom website and TV and print
ads to support local after-school programs.
Daphne Avila, senior corporate communications manager at JCPenney, said the program
will run four times each year. The company
simultaneously launched the “Daydreamer”
campaign featuring direct mail, email, online
display, TV and print ads. “Daydreamer” promotes kids’ creative aspirations while highlighting the retailer's back-to-school clothing
line. “Our customers tell us that cause-related
programs that benefit kids are important to
them,” said Avila.
Macy’s launched a campaign with youth
volunteer organization DoSomething.org last
month. The in-house initiative is using direct
mail, email, mobile and social media to urge
youths to participate in volunteer activities.
“We have been interested in doing something
in cause marketing for youth and Millennial
customers for awhile,” said Holly Thomas,
VP of media relations and cause marketing
at Macy’s. “They’re active
and want to support brands
that are doing something to
make a difference.”
Chris Rosica, president
and CEO of Rosica, a mar-
keting and PR firm with a
cause-marketing specializa-
tion, noted that “the back-
to-school season is a good time to launch
cause-related campaigns because the holiday
season has gotten so crowded.”
“Moms are the No. 1 consumer demograph-
ic in America, and brands are aware that
back-to-school kicks off the purchase season
and end-of-year push,” he said.
General Mills launched an interactive online
sweepstakes last month promoting its 15-year-
old “Box Tops for Education” initiative. It
built a website to educate parents about the
program, which lets consumers earn cash for
schools by clipping Box Tops coupons from
products. “Participating brands are building
loyalty by supporting a cause that consumers
care about,” said Zack Ruderman, director of
Box Tops for Education at General Mills. n
General Mills’ Box Tops
initiative turns 15 years old
