Company: OgilvyEntertainment, New York, NY
Company Description: OgilvyEntertainment was founded in 2006 as the entertainment marketing arm of Ogilvy & Mather. Our holistic approach to branded content and original entertainment stems from our desire to weave a brand’s DNA into engaging, story-driven content to effectively communicate with consumers through a variety of media channels and platforms.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Brand Experience of the Year - Business-to-Business

Nomination Title: The FORTUNE Global Re:Set

Tell the story of this nominated brand experience program for the judges (up to 525 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 program:

With the inexorable march of urbanization in China and around the world, finding ways to nourish, house, transport, and protect people—without depleting the earth of its resources—is one of the critical issues of our time. For this reason, DuPont has partnered with Fortune to bring together the world’s top CEOs and political leaders to find solutions to these pressing challenges.

Intent on providing answers to these outstanding questions, DuPont entered an unprecedented partnership with Fortune magazine to bring together 7 Time Inc. business units in a first of its kind, integrated thought leadership collaboration.

What followed was a yearlong trip of investigative journalism, beyond the now familiar borders of Beijing and Shanghai into the lesser-known interior and beyond.

From Harbin in the North to Shenzhen in the south, through Hunan and the Gobi desert, Award winning documentary filmmakers worked alongside seasoned journalists to uncover true stories of everyday people--whether in oil fields or elementary schools—working together and achieving miraculous science-based solutions to China’s challenges.

The wealth of insight they gleaned on food, energy and protection was published at the 2013 Fortune Global Forum in Chengdu in the form of eighteen films and three 20-page white paper reports, in both English and Mandarin.

The Forum represented an unparalleled opportunity for DuPont to build key relationships, position the brand as a collaborative partner and obtain insights necessary to position multinational companies for long-term success, in China and globally.

DuPont used a branded welcome pack and custom Gatefold in the Global Forum issue of Fortune to launch an augmented reality app loaded with all the film content. This allowed all of the Forum's esteemed attendees to view and engage with the content while attending panel sessions, including one featuring DuPont CEO, Ellen Kullman.

Leading up to the Global Forum, DuPont leaders also had the opportunity to network with world leaders at intimate, invite-only FORTUNE dinners that helped shape the agenda for the Forum, in addition to publishing all of the reports and documentaries on a Dupont-branded hub, as well as on CNNMoney.com.

Thanks to this marathon investigation, DuPont was able to reach untold numbers of business leaders globally and in China, with 896 media pick-ups and $4.9 million in earned media. With 16% of Fortune Global 500 companies in attendance DuPont was also able to generate nearly 12,000 new, inbound business leads, and is now in collaboration with other companies about the solutions to problems of our modern world. By elevating the issues and highlighting the solutions amongst a highly targeted crowd, DuPont has become a leading player in China’s sustainable growth.

Welcome to the global collaboratory

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2. Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Sandeep Vasudevan lead our team to the successful implementation of this program.

Sandeep started working at Ogilvy & Mather Shanghai back in 2000 as the head of planning and brand stewardship. Today, he is the Worldwide Managing Director for the DuPont account. Sandeep advices DuPont on brand and marketing strategies across the breadth of their 35,000 products and service offers.