Nikon - Lisa Baxt
Entry Submitted By: MWW Group, East Rutherford, NJ
Company Description: MWW Group is a full-service public relations and marketing communications firm known for its results-driven approach to public relations and "Aim High. Deliver." philosophy. MWW Group has been named Agency of the Year by The Holmes Report and Midsize Agency of the Year by PR News.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Corporate Communicator of the Year
Nomination Title: Lisa Baxt, Senior Communications Manager, Nikon Inc.
1. Tell the story about what this nominee achieved since January 1 2008 (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
Since Lisa Baxt arrived at Nikon eight years ago, she’s faced a balancing act.
Take a professional photographer brand and make it relevant to the mass
consumer. Baxt, senior communications manager at Nikon Inc, more than surpassed
that goal in 2008, as her efforts helped Nikon double its market share in the
compact category and become the bestselling digital camera brand in December,
2008. Her proven leadership and vision helped propel her company to this
position.
Baxt joined Nikon to launch the company’s first digital compact camera line to
a broader audience. Now, Baxt manages dozens of product launches annually,
balancing the need of professional photographers while luring consumers to
Nikon’s compact cameras. In addition to her powerhouse internal team, Baxt also
manages MWW Group, as well as seven other advertising, media, and marketing
agencies for Nikon.
In a challenging economic environment, Nikon doubled market share of its
COOLPIX camera line. This momentum helped Nikon become the best-selling brand
for both compact and advanced D-SLR cameras in December, 2008 (according to NPD
Group’s Retail Tracking Services). Despite being relatively small in size to
competitors like Canon and Sony, Nikon has built a giant brand presence due to
Baxt’s steady leadership, vision and sharp attention to execution.
In 2008, Baxt’s PR objectives focused on driving publicity beyond product
reviews, making Nikon relevant to younger, stylish audiences and extending the
brand’s presence online. With more than two billion impressions in Nikon’s
fiscal year, thousands of hits and outpacing the competition two to one in
share of voice, Baxt succeeded. Key programs include the integrated marketing
campaign, starring Ashton Kutcher; Nikon’s innovative online program Look Good
in Pictures: Nikon’s How to Series with Carson Kressley; and undertaking the
critical launch of the D90 D-SLR.
•Nikon’s brand campaign with Ashton Kutcher was everywhere – a truly
integrated marketing program all spearheaded by Baxt. It was on TV and in
print ads, in the press with marquee placements in publications such as Life &
Style, Star Magazine, USA Today and People.com, as well as online – with
ashtonscoolpix.com
•Look Good in Pictures helped consumers look good, feel good and have
fun with pictures. The site drew four times the industry average for content-
driven online programs; generated more than 112 million in circulation; and, it
provided opportunities for key media targets and consumers to experience the
Nikon brand.
•The launch of the D90 SLR not only generated millions of impressions,
but also thwarted a rumored competitive announcement. Launch coverage appeared
in the top major newspapers, weekly publications and online blogs resulting in
80 million impressions in the first six weeks. The New York Times story on the
D90 was the most emailed story that day, which coincided with the Democratic
National Convention.
Baxt recognizes the importance of staying relevant and innovative with Nikon’s
communications, as clearly demonstrated by these successful programs. She
expanded the brand presence, made it relevant to new audiences, and protected
the company’s established leadership position in professional photography.
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://press.nikonusa.com/
http://www.lookgoodinpictures.com/
http://www.ashtonscoolpix.com/
http://www.nytimes.com/2008/08/28/technology/personaltech/28pogue.html? _r=2&scp=2&sq=nikon%20d90&st=cse
3. Provide a brief (up to 100 words) biography about the nominee:
Lisa Baxt, Senior Communications Manager, Nikon Inc.
After eight years at Nikon Inc., Lisa Baxt’s leadership in the consumer
electronics industry, progressive risk taking in the digital age and keen eye
on results is one of the major reasons for the company’s success in 2008. As
senior communications manager, Baxt’s efforts helped Nikon double its market
share in the compact category and become the bestselling digital camera brand
in December, 2008. Her proven leadership, communications acumen and vision
helped propel her company to this position.