B2C and B2B campaigns 


Wednesday 27 March 2013

The Australian Marketing Institute received a record number of entries in 2012 for its Awards for Marketing Excellence. Join us for this seminar and networking event as two successful marketers who worked on award-winning campaigns share their insights on  what they achieved and how their success was measured.

Mike Wilson, Chairman and Managing Director, Naked Communications, will speak on the 'Coca-Cola Name It' campaign.

Mike began his career in the media department at BMP in London, where he worked with the future founders of Naked and rose to the position of Director. Naked Communications has won many awards in Australia, New Zealand and Asia, and works across a multitude of clients including Coca-Cola, Sony and Unilever.

The campaign: The power of the first name of the world's most iconic brand brought people together and reunited Australians with the idea of getting together over a soft drink. Specifically, this campaign gave teens and young adults an exciting reason to reintroduce the soft drink into their repertoire. The investment in this summer campaign and breakthrough creative work delivered outstanding results for Coca-Cola.

Mark Cain, Executive General Manager Market Strategy and Planning, Coates Hire, will speak on the Coates Hire campaign.

Mark is responsible for business strategy,  sales and marketing, product management and  business improvement within Coates Hire. He has extensive experience in general management, marketing and strategy roles with organisations based in Australia, Asia and New Zealand, including Bluescope Steel, BHP Steel and NZ Steel. Mark joined Coates Hire in October 2009 and is based in Sydney.

The campaign: Coates Hire recorded a 7.3% sales decline in FY09 and 9.4% in FY10. Spurred by this, Coates Hire began a major brand revitalisation program, which delivered a 20.2% sales increase in FY11. Its brand revitalisation broke with convention and rebuilt the brand from the inside out, rather than through mass media.

Event details

NSW Trade and Investment Centre, level 7, MLC Centre, Sydney

5.45 PM Registration
6.00 PM Presentation
7.00 PM Presentation concludes and networking begins
8.00 PM Event concludes

Registration (inc GST):
AMI Members: $55
CPM Members: $44
Student Members: $33
Non-Members: $77

Inquiries: events@ami.org.au

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EMAIL: events@ami.org.au

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