The “Client Agency Tango: IMC-Style” session presents the often complicated task of coordinating integrated marketing communications between multiple internal teams, outside agencies and vendors and also had nearly as many panel speakers as participants.
Underwriter’s Laboratories (UL) was in a unique situation with UL as a 110 year old company that just started marketing 5 years ago. A rebranding effort was handled by Slack Barshinger.
American Airlines offered an overview of their strategic positioning initiative handled by TM Advertising. The objective was to position American brand against low cost carriers by creating an emotional, human aspect to the AA brand. “We know why you fly” was incorporated into several channel promotions: TV, print, online, out-of-home and whyyoufly.com.