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Walton Isaacson

2011 SAWIB WinnerCompany: Walton Isaacson, Los Angeles, CA, U.S.A.
Company Description: Walton Isaacson (WI) is a marketing agency that builds Fortune 500 brands through innovative marketing campaigns. WI capitalizes on industry trends by leveraging the intellectual capital of the world's best and most diverse marketing and brand talent. WI combines industry0leading creative and strategic thinking with best execution. We are, The Planet's Most Interesting Agency.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Consumer Advertising Campaign of the Year

Nomination Title: Walton|Isaacson Launches Lexus CT 200h Campaign

Tell the story of this nominated advertising campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

Walton|Isaacson first won the general market pitch for the Lexus CT Hybrid campaign in July of 2010. Since then they have developed multiple business tactics as well as creative pieces to highlight and bring to life the look and feel for the all-new Hybrid. Since the release of the campaign, thousands of models have been sold across the nation. The accomplishments don’t start there. Here is a little background information on the campaign and how it came along.

Unconfined. The name of this campaign defined in one word. This campaign debuted in March of 2011 and ran for about four and a half months. This introduction of the CT 200h has been the latest example of the adherence to the brand DNA, deeming itself as the first compact luxury hybrid in the market. The CT 200h is a different kind of hybrid for a different kind of driver. The title of the campaign, Unconfined, establishes a new brand symbol of Lexus luxury and style.

In creating this campaign to make the brand relevant to an entirely new audience that Lexus created, they needed to build an intersection between the values of the target market. With that they wanted to change perception to build excitement for the launch of this campaign and product. Walton|Isaacson did just that. In creating multiple mediums of print, out of home, broadcast, radio, mobile, web, social media, new media, music, and experiential marketing, they launched the CT 200h campaign geared towards the general market, Hispanic, and African-American communities.

Since the recent launch of the campaign, it has already shown early signs of surpassing its objectives of raising brand awareness, purchase intent, and contributing to the brand’s overall sales goal. Not only has Lexus sold numerous cars, but the website Walton|Isaacson designed for this campaign has received almost half a million hits since the launch in early March. This campaign has been a strong development from beginning to end across the board and spread throughout the employees of Lexus and Walton|Isaacson.

List hyperlinks to online work samples, videos, images, presentations, news stories, press releases, or other documents that illustrate and support your campaign. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, []:

Provide a brief biography of the leader of the team that planned and executed this advertising campaign (up to 100 words):

Ayiko Broyard joined the Walton|Isaacson team in September 2007 leading client services for the Lexus advertising and marketing business. She also oversees product placement initiatives and marketing efforts. Broyard has a rich history of working with Fortune 500 companies/brands in developing advertising and entertainment initiatives. Prior to joining wi Broyard served as the VP of Marketing for Translation Consultation & Brand Imaging, where she ran their Los Angeles office and managed numerous accounts. Prior to Translation Ayiko served as the Director of Music Marketing at Omnicom's Davie-Brown Entertainment for 5 years, creating the music-marketing department.