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Month At Momentum April/May 2009

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Month at Momentum is the enewsletter of leading integrated marketing company Momentum Worldwide. Headquartered in New York City the company has offices in 52 countries on six continents and handles various marketing programs - events, sponsorship, IP, content, entertainment/celebrity relations, sports, promotions, shopper marketing, etc...- for leading blue chippers including American Express, Verizon, Coca-Cola, Anheuser Busch/InBev, Kraft and Nestle. More information about Momentum Worldwide can be found at http://www.momentumww.com

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									vol. 1 issue 4 projects, happenings and people agency-wide

Apr/May 09

month at

in this issue

Introduction	 	 Letter from Chris Weil New	Business	Wins	 People	 Press	 Discipline	Spotlight	 Awards	&	Honors	 Do	Great	Work		 	 Four Years of Momentum Praise
from Event Marketer Magazine Korea: Glaceau vitaminwater Korea: Coolmax Italy: “Kill the Mouse” - HP Italy: Lufthansa Italia Copenhagen: Minttu by Pernod Ricard Manchester: CPW Fitness Calorie Counter India: Oriflame Cosmetics Warsaw: Luksusowa Bartender contest

1	 2 4 5 11 12

momo.edu	Pulse	 Next	Month	

23 24

14 15 16 17 18 19 20 21 22


Greetings everyone! I’m sure everyone joins me in welcoming spring here in the Northern Hemisphere. It has been a cold and snowy winter, but I’m to a full-fledged city clean up in South Africa, to the start of the golf activations for American Express across the United States, spring is here so let’s move it forward.

surely looking forward to the kick off of some of our best outdoor campaigns and events. From VitaminWater activations in Seoul,

Over the last two months, we have garnered some significant, and well-deserved accolades from both the industry and the media. Spain and Australia picked up another “Agency of the Year” award. We were inducted into the “Reggie Hall of Fame” as the agency with the most Reggie Awards in the organization’s 18-year history. We were also named a finalist by the Sports Business Journal as year, I am really proud of their description of Momentum:

Sports Event Marketing Firm of the Year. And last but not least, the Event Marketer Magazine “IT List” came out and, as with every

2009: WE SAY: The ultimate agency benchmark, the company every shop on this list (dudes, admit it) grades themselves against. The work is heavily anchored in sales generation and the portfolio may be the world’s greatest collection of brands. The Verizon program that uses church choirs to drive sales within African-American markets—genius. Just genius. RECESSION BUSTER: tweaking and enhancement. Document it all. Momentum outfits all staffers with video cameras to document everything in the field for use in program

Thank you for all of your hard work and commitment and here’s to a great spring, or fall to all of our friends in the Southern Hemisphere!


vol. 1 issue 4


new business wins

Congratulations	 Are	In	Order	 For	These	 Fantastic	New	 Business	Wins!

NORTH AMERICA - Toronto secures Summer Promotion from Orange Julius (Canada & U.S.) to launch their new line of smoothies - Toronto won Wendy’s Baconator Boot Camp Promotion, bringing back the successful promotion that ran in 2008 - Atlanta won ExxonMobil Motorsports sponsorship consultation and activation and is creating a multi-year motorsports strategy for the Mobil 1 brand ASIA PACIFIC - Philippines won Unilever (Rexona & Pond’s) and International Rice Research Institute’s (IRRI) 50th Anniversary Campaign - Tokyo won the Coca-Cola FamilyMart tie-up promotion - Indonesia won Unilever CLEAR RURAL activation for the launch of Clear Shampoo across Java - Indonesia also won Unilever’s AXE DARK TEMPTATIONS school and campus brand experiential campaign and Unilever’s REXONA TEENS school activation

- South Korea won Miller EMS (Emerging Music Scene) Campaign for Miller Genuine Draft and Coolmax promotion activity for Invista - Thailand developed and executed two programs for adidas: the adidas Run @ Night in May & the adidas F50i Spark Your Game in June EUROPE MIDDLE EAST AND AFRICA - greenroom@momentum in London was appointed by Codemasters to launch two digital projects DiRT2 and FUEL- their two spotlight gaming titles for 09-10. Check out the FUEL teaser site: http://www.fuel-game.com; and the DIRT2 teaser site: http://www.dirt2game.com - Italy secured business from Lufthansa, Lufthansa Cargo, Vodafone, AIA LG, BMW, HP, and Sony Ericsson - Dubai secured ICBC (Industrial & Commercial Bank Of China), to launch one of the world’s largest banks into the Middle East

to learn more, please contact: mif@momentumww.com

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new business wins

Congratulations	 to	Momentum	 Singapore,	our	 newest	Momo	 office,		for	two	great	 new	business	wins!	

Singapore Youth Olympic Games City Celebration Site
Momentum Singapore was selected by the Singapore Youth Olympic Games Organizing Committee (SYOGOC) to handle the event management of the City Celebration site for the inaugural Singapore 2010 Youth Olympic Games (Singapore 2010) – following a final bid which saw Momentum beat two location that is being finalized.

other agencies for the project. The project is expected to run from August 13th to Aug 26th 2010 on a

Charged with developing the City Celebration site programs and integrating with other Games

activities, Momentum will also create the site design and layout; and to lead the site operational are expected to be recruited for this massive event.

planning and publicity campaign. It is estimated that some 600 on-the-ground crew and volunteers

“The Singapore 2010 Youth Olympic Games is the single most significant sporting event ever hosted in the ASEAN region and we are thrilled to be able to play such a big part in creating this history together with SYOGOC. This appointment is a testimony to the knowledge that Momentum Worldwide had gathered over the years working on Olympic projects for many of our clients.” - Peter Yap, Managing Director, Momentum Singapore

Maybank (Malayan Banking Limited)
Momentum Singapore won assignment from Maybank’s credit card division to activate their Rewards Infinite Value Program promotion campaign over four weekends starting June 13.

The city roving campaign will feature the “Magnet Man” appearing at selected Maybank branches and at popular shopping districts throughout the island state, to interact with Maybank credit card holders on the benefits of the Rewards Infinite Value Program.

to learn more, please contact:name.name@momentumww.com singapore contact peter.yap@momentumww.com in

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Welcome/ Congratulations

promoted to Senior Vice President, Group Director of the US Army business. Tom has forged a strong alliance with the client and maintained a well-respected relationship with our partners at Worldgroup while sitting on the Army “Demand Team”. Tom will continue to sit on the Army Demand Team and provide strategic and business guidance for the account. Worldwide as SVP, Co-Executive Creative Director, NY. Chu was ECD at our PR agency subsidiary PMK/HBH since 2007. Prior to PMK, he was a creative director at R/GA, the digital agency based in New York. At R/GA, as creative director on the Nike business, Daniel led creative duties on all of Nike’s digital initiatives including the award-winning Nike Women, Nike Basketball, and Nike+ brands. of Global Practice Lead, Shopper Marketing. As Managing Partner of Momentum London, and Regional Lead on Microsoft, Allan has built our agency’s retail capabilities into a dynamic offering. Allan’s new capacity will see him lead a global team of Momentum Shopper Marketing experts to deliver a new breed of Phygital Shopper campaigns and practices. Allan will report to CMO Kevin McNulty.

Tom Boccuzzi has been

Daniel Chu joins Momentum

Managing Director of Momentum UK. Momentum UK is comprised of offices in London, Manchester and Cheshire and has over 200 employees who develop sponsorship, events, shopper marketing, promotions and digital campaigns for clients such as American Express, UPS, Nestle, Coca-Cola, Bernard Mathews, 20th Century Fox, Sony Pictures Home Entertainment amongst others. Julian joins from McCann Worldgroup where he was Worldwide Director and Managing Partner. been named Vice President, Director of the US Army business. Tanya has risen to the challenge of leading the largest element of the U.S. Army business: the Strength in Action Tours (SIAT), graciously managing the team and helping create an interactive area that is considered “best-in-class”. Tanya will continue to represent Momentum on the “Operations Team” of sister-agency senior leaders and is responsible for the day-to-day operations of the account. appointed the Asia Pacific Shopper Marketing Practice Lead. Michael will report directly to New York-based Kevin McNulty and to UK-based Allan Cobb. In his new role, Michael

Julian Ingram joins as

is charged with evolving and growing the region’s already burgeoning shopper marketing discipline. Based in Beijing since 2005, Michael has produced and managed some of the company’s most significant achievements in China and was a key player in the 2008 Olympic Games activations for Coca-Cola, adidas and UPS, and with integrated marketing programs for Nestle, Intel, Microsoft and American Express. elevated to the position of Vice President, Director, Business Leadership on the American Express account overseeing the sponsorship portfolio. The American Express sponsorship portfolio Momentum negotiates and activates includes the USGA, PGA of America, USTA, IMG Fashion Weeks, and the Tribeca Film Festival. Chicago office as Vice President of Growth and Business Development. Craig joins from Ogilvy Action where he led new business efforts for the Chicago office, landing significant engagements from Unilever, Brown & Williamson Tobacco and Lexmark. He’ll be working with Rob McQueen and Bill Burnes to grow North America and Chicago opportunities.

Jeffrey Rothlein has been

Tanya Kesmodel has

Craig Treankler has joined the

Allan Cobb adds responsibility

Michael Robinson has been

to learn more, please contact the employees above at firstname.lastname@momentumww.com

vol. 1 issue 4 4


First	“Twitterview”	 in	Poland	and	at	 Momentum!

On Thursday, April 9th, Grzegorz Kiszluk, editor-in-chief of the most important marketing monthly magazine in Poland called be observed at http://twitter.com/chrisweil or http://twitter.com/magazynbrief.

“Magazyn Brief” conducted a Twitterview with our CEO Chris Weil. It was the very first live “Twitterview” in Poland, and could

The discussion covered many subjects, more specifically the changing situation in the marketing universe globally and the managing director of Momentum Warsaw for making it happen!

rise of social media in our space. Log on to Twitter now to check out the discussion! And many thanks to Monika Biedrzycka,

to learn more, please contact: stephanie.rudnick@momentumww.com

vol. 1 issue 4



Event	Marketer	 Coins	Momentum	 “Benchmark	 Agency”

The Event Marketer Magazine IT LIST was published this month and once again, they gifted us with a fantastic write up about the portal. And of course, please make sure you also leverage this with your clients and prospects. Kudos to all!

Momentum! You can download and read the entire supplement here http://tinyurl.com/ppp8zj or in the MomoNews section of

CORE 1: Mobile marketing

PlayStation, Walgreens, National Pork Board, LaCosteña OPENED: 1987 P: 312-228-0800 W: marketingwerks.com RFP: Jason Vargas, 312-784-1700, jvargas@marketingwerks.com
CORE 1: Nightlife marketing CORE 2: Sampling CORE 3: Virtual events/marketing REVENUE SPLIT: 50% B-to-C, OPENED: 1980 P: 516-594-1100 W: modernecommunications.com RFP: Joe Mastrocovi, 516-594-1100,


CORE 2: Sponsorship activation/

execution CORE 3: Retailtainment events REVENUE SPLIT: 95% B-to-C, 5% B-to-B CLIENTS INCLUDE: Verizon,

50% B-to-B


ext. 11, joe@modernecommunications.com

Harlequin Books, McDonald’s


WE SAY: With enhanced retail activation and direct selling capabilities, MW has

invested in technology and human capital to execute programs at retail and direct-to-consumer. New mobile and interactive technologies showcase clients’ brands; 50 new full-time employees make it all work. RECESSION BUSTER: Route efficiently to minimize downtime and maximize ROI. MW’s 2008 CharBroil tour gained 32 execution days within the 32-week tour and reduced travel time for more grilling time, with target consumers.

WE SAY: Combined the nightlife platform that started it all back in the day

with its Second Life Agency unit. And the result is a great combo. MC can hit the bars like the best of them or push it all online with virtual work that embraces, communicates and converts all on the web. Added mobile marketing and pop-up store capabilities to the menu. RECESSION BUSTER: Virtual is not just for the b-to-b guys. Leverage the web for standalone consumer experiences as well.


CORE 1: Trade shows CORE 2: B-to-B events CORE 3: B-to-B road shows REVENUE SPLIT: 100% B-to-B CLIENTS INCLUDE: Astellas, Styker, OPENED: 1987 P: 630-628-2233 W: matrexhibits.com RFP: Chris Kappes, 630-628-3801,

CORE 1: Sponsorship activation/


Verizon, Coca-Cola, U.S. Army, Anheuser-Busch/InBev
OPENED: 1987 P: 212-367-4500 W: momentumww.com RFP: Rob McQueen, 646-638-5410,

CORE 2: Mobile marketing CORE 3: P.R. events REVENUE SPLIT: 85% B-to-C,


Bosch, Sara Lee, Wrigley

15% B-to-B

CLIENTS INCLUDE: American Express,


WE SAY: The woman-owned Matrex has put its money where its mouth is,

backing up a Performance Guarantee with cold hard cash. Just launched LiveSciences, an integrated suite of products and services that delivers brand-centric exhibit strategy, and hired a new president. RECESSION BUSTER: Demand transparency. Matrex declined bidding on I&D for a major manufacturer and instead shared quotes and put five percent of its profits at risk if the client wasn’t satisfied. It won the business—and the client’s respect.

WE SAY: The ultimate agency benchmark, the company every shop on this list

(dudes, admit it) grades themselves against. The work is heavily anchored in sales generation and the portfolio may be the world’s greatest collection of brands. The Verizon program that uses church choirs to drive sales within African-American markets—genius. Just genius. RECESSION BUSTER: Document it all. Momentum outfits all staffers with video cameras to document everything in the field for use in program tweaking and enhancements.

CORE 1: Guerrilla/street programs CORE 2: Mobile marketing CORE 3: P.R. events REVENUE SPLIT: 85% B-to-C,

CORE 1: Sampling CORE 2: Retailtainment events CORE 3: Nightlife marketing REVENUE SPLIT: 85% B-to-C,

York City Marathon
OPENED: 2001 P: 212-563-7656 W: michael-alan.com RFP: Jessica Murphy, 212-563-7656,

Cola, General Mills, Cadbury/Adams
OPENED: 1958 P: 972-870-4800 W: mosaicxm.com RFP: Jeff Stelmach, 312-342-7411,

15% B-to-B

15% B-to-B


MTV, TBS, tripadvisor.com, ING New

ext. 21, jessica@michael-alan.com


Busch/InBev, Procter & Gamble, Coca-


WE SAY: Guerrilla and street marketing never looked so fun, homie. Big ideas,

96 98 EVENT RFP GUIDE. Prepping an RFP but haven’t seen our official guide? Consider yourself served. 100 THE TOP 100 AGENCIES.a Hundreds apply, but only select group gets on the list. Our annual
It List has returned.


smart strategy and some of the coolest folks in the business on the payroll. We’re big fans—and you should be, too. Currently has two television shows in development, and collaborating with other agencies in London, Paris and Amsterdam. Feet on the street and smart brains back at the HQ. RECESSION BUSTER: You do the walking, then let the press do the talking. In lean times, let the media spread the word for you.

WE SAY: Watch this one. Hitting its stride in a huge way with continued work

for big-name clients such as A-B—the crazy-ass Bud Camp program gets even more mantastic and sales-generating with each and every incarnation—and P&G, plus new work on college campuses leveraging 200 influencer reps. RECESSION BUSTER: Leverage footage from events beyond the recap reel. Content can be leveraged in media, online and in promotions, even down to localized in-store video loops.


Bayer Pharmaceuticals, Pernod Ricard
OPENED: 2003 P: 212-604-9988 W: mirrorball.com RFP: Michael Blatter, 212-604-9988, CORE 1: College/campus marketing CORE 2: Viral marketing CORE 3: Mobile marketing REVENUE SPLIT: 100% B-to-C CLIENTS INCLUDE: Microsoft, Macy’s, OPENED: 2002 P: 212-779-8700 W: mryouth.com RFP: Matt Britton, 212-779-8700,

RFP RESEARCH. Our own surveys of brand marketers illustrate the current agency/client landscape.

As the agency landscape quickly changes along with your event department’s needs, having a clear look at a list of legitimate shops is crucial. And so, once again, we present our It List, the Top 100 Event Marketing Agencies. Some names you know; others not so much. All of them need to be on your radar screen. And new this year, each has contributed a tip for making the most of your spends during the recession. Congratulations to this year’s It List. Go get ’em.

Never, and we mean never, has having the right partner been more critical to your successes or failures. The agency you hire can make you or break you—literally.

CORE 1: Grassroots events CORE 2: P.R. events CORE 3: Nightlife marketing REVENUE SPLIT: 90% B-to-C,

10% B-to-B



Pepsi, Beam Global Spirits & Wines,


Pepsi, Johnson & Johnson, JetBlue

WE SAY: Mirrorball has added branded content to its core competencies, pro-

ducing a feature-length documentary for Mountain Dew and a fully scripted and choreographed brand integrated show for Dos Equis. It opened an L.A. office and added 14 staffers at headquarters, including a full-time costume designer. RECESSION BUSTER: Bring your event agency to media planning meetings to advise on merchandising negotiations. Managing print media merchandising for one client saved tens of thousands of dollars.

WE SAY: Just launched RepNation, a word-of-mouth platform to enable more

RECESSION BUSTER: Tie in with Facebook, as Mr. Youth did for Neutrogena

reach to the college students, teens and millennial moms it reaches through social media and peer-to-peer campaigns. Also closed a private equity deal with two Boston-based firms and added three senior sales execs to the team.

Deep Clean Wave, a teen-targeted facial cleanser. Result? The Neutrogena Facebook app generated more than 128 million impressions.






to learn more, please contact:name.name@momentumww.com contact stephanie.rudnick@momentumww.com

vol. 1 issue 4



MarketingWeb	 Covered	That	 Momentum	South	 Africa’s	Aligning	 With	Other	MWG	 Agencies	to	Launch	 “Clean	City	2009”	

McCann Worldgroup, along with its sister affiliates, has put its fully integrated marketing communication service into action with the creation and implementation of Pikitup's new "Clean City 2009" campaign. With a call to action aimed at Johannesburg residents - "Pitch in and we'll Pikitup" - this innovative two-and-a-

half-year campaign consists of six main projects. Together, the specialist agencies - Gillian Gamsy International communications offering that seeks to change mindsets with regards to littering and illegal dumping in Johannesburg. Momentum McCann is responsible for all design and advertising elements of the campaign and has placement strategy has been implemented that will see this identity exposed in outdoor, print and broadcast mediums throughout Johannesburg.

Communications (GGi), specialising in PR, and Momentum McCann on activation - will provide a fully integrated

created the signature logo that will be the distinctive visual identity thereof. A comprehensive media

“Our goal is to develop and implement an integrated communication strategy that will drive the ‘Clean City’ campaign over the next two-and-a-half years leading up to the Confederations Cup in 2009, and the World Cup in 2010 and beyond” says Wayne Parry, MD, Momentum McCann South Africa.

By offering a service that combines all relevant communications specialities, and collaborating with a partner such as GGi to do so, we are in a targeted campaign. position to drive a completely consistent and Through a combined effort, the two agencies aim to carry out a campaign that ensures awareness and law enforcement. cleanliness of the City through education,

to learn more, please contact: wayne.parry@momentumww.com in south africa

vol. 1 issue 4



Brand	Republic	 Covers	News	of	Our	 Collaborative	Miller	 Win	With	Other	 McCann	Worldgroup	 Agencies	in	Korea

Miller Brewing Korea has hooked up with McCann Worldgroup Korea (McCann Erickson, Universal McCann, and Momentum) to take charge of the ATL and BTL communications of Miller Genuine Draft and other Miller products in the Korean market. The budget has not been confirmed, but it is estimated to be close to one billion South Korean Won (US$673,359) annually. The brewer made the announcement after a competitive pitch between McCann, Diamond Ogilvy, and Publicis Welcomm. SAB Miller opened its Korean office last year, and had no incumbent agency. “Although Miller has been in Korea for many years, the brand was previously managed by a local distributor with limited activity,” said one source. “The beer market has been dominated by two local brands – Cass and Hite. However, with the growing popularity of up-scale bars and a change in drinking culture and habits, the imported beer segment is gradually gaining share,” the source added. http://www.brandrepublic.asia/Media/searcharticle/McCann-Worldgroup-wins-Miller-in-Korea/2008/34745

to learn more, please contact: t.kim@mccann.com in seoul

vol. 1 issue 4



The	News	of	Our		 FastNet	Drive	Win	 is	Picked	Up	by	 Trade	Publication	 ADOI	Magazine	in	 Jakarta,	Indonesia

First Media Selects Momentum for FastNet Drive in Jakarta
Jakarta: May 6 2009: First Media, Indonesia’s major provider of broadband internet and cable TV programs, has appointed Momentum, a division of McCann Worldgroup, to lead an activation project to drive internet sign up as well as awareness of FastNet’s availability and coverage in residential areas within Jakarta. The agency has been tasked to activate FastNet in residential area by giving away free 2-week internet trial to residents for them to experience, first hand, the superiority of FastNet.

PT First Media Tbk is a public company listed on the Surabaya Stock Exchange and is Indonesia’s major provider of operates under the brand name “First Media,” which creates a total brand experience for its residential customers, beginning with communications and entertainment. It sets the stage for a vibrant LIFESTYLE – globally Century urbanite at home with technology – a branded vitality. Read it online at: http://tinyurl.com/mgpp3f connected, highly informed, and fast paced. First Media defines the 21st

broadband internet and cable TV programs. Its current network covers Greater Jakarta, Surabaya, and Bali. The company


to learn more, please contact: bani.tan@momentumww.com in jakarta

vol. 1 issue 4



“Season	In	 The	Balance”		 Gets	Props	 From	Popular	 Industry	Blog	 AdRANTs.	

AdRANTS gave a virtual nod to our “Season In The Balance” (SITB) work for New Balance. SITB is an online documentary series

Momentum created that chronicles the season of one high school lacrosse team through 13 webisodes. Focusing on upstate New York’s Canandaigua Braves Lacrosse program, SITB takes an unflinching look inside the real, unadorned drama of the competitive high school athlete both on and off the lacrosse field. Check it out today at www.seasoninthebalance.com

to learn more, please contact:name.name@momentumww.com contact deborah.nobis@momentumww.com in st. louis

vol. 1 issue 4


office name discipline spotlight

Jeff	Coburn	Pens	 Article	for	 Successful	 Promotions	 Magazine

In every issue, SUCCESSFUL PROMOTIONS MAGAZINE, taps a leading

marketer to review a recent promotional campaign and critique it. In the

May/June 2009 edition, Momentum St. Louis’ own Jeff Coburn was asked to provide tips that could have made the promotion a true grand slam. Read the article here:


The Promotion: Swank Manhattan jeweler Michael C. Fina (MCF), well known for its bridal registry and Internet and catalog business, has no trouble attracting women to its Fifth Avenue location. But getting men to pay a visit is a little tricker.

The Idea: Hold a contest allowing men to vie for the chance to propose to their sweetheart on the Hence, “The Final Engagement” promotion was born. Last summer, contestants were invited to original, historic Yankee Stadium. The winner would receive a 1.5 carat “Hearts on Fire” diamond

pitcher’s mound in the original “House That Ruth Built,” before the stadium closed its doors forever. submit a 250-word essay describing why they deserved to make the “proposal of a lifetime” in the engagement ring, valued at $40,000, plus four tickets to a game when the proposal would take place. Supporting the contest: MCF engaged Yankee All-Star Mariano Rivera to act as its spokesman by

donating money to his foundation. They launched the promotion with a press conference at MCF’s Fifth

Avenue store and dressed the windows in Yankee branding. Rivera also did a TV and radio media tour and onto the streets of NYC to pass out information and pushed their message out through major online buys and mass e-mail promotion.

appeard in ads that were placed in NY-area papers. They deployed a team of models dressed in Yankee gear

DID IT WORK? Jeff provided an eight-point plan that could have made it a true hit so make sure to check out his response via the link above.

to learn more, please contact: jeff.coburn@momentumww.com in st louis

vol. 3 issue 3



Momentum	Takes	 It	Home	Again	at	 Event	Marketer	 Magazine’s	2009		 Ex	Awards

In Chicago in late April, Event Marketer Magazine annual gala. This year, the Ex Awards received for garnering more finalist placings in the 30

announced this year’s Ex Awards winners and their hundreds of entries and Momentum was applauded categories than anyone else! And the winners were: Best Multicultural Event Campaign Ex Winner - GOLD Campaign: How Sweet the Sound Client: Verizon Wireless Contact: Patience.Ramsey@momentumww.com Best Activation of a Sports Sponsorship Ex Winner - SILVER Campaign: Beijing Olympics Client: Coca-Cola Co. Contact: dj.volko@momentumww.com

for more info on our awards program, contact: angie.stankoven@momentumww.com in st. louis

vol. 3 issue 3



Awards	and	More	 Awards!

FIP Awards in Argentina

Momentum Chile won the GOLD Award in the Marketing/Integrated Communication category for their P&G Campaign: “Big Stock Exchange”

Campaign: “Tu Primera Vez con Tres” and the SILVER award in the promotions category focused on Retail for the Nestle’

Beverage Dynamics Awards

• Momentum St Louis took home three awards for their work for Brown Forman, and took home two awards for their Grolschgardens.com work for Anheuser Busch’s Grolsch Beer

• Momentum Atlanta won two awards for their work for Coca Cola’s 2008 Beijing Olympic Games Activation

30th Annual St. Louis Telly Awards
recognized the following work out

of St. Louis for excellence, awarding Bronze to all St. Louis Blues work that was submitted. • St. Louis Blues Hockey – “Come to Manny” – Events • • • •

St. Louis Blues Hockey – “Come to Manny” – Videography/Cinematography St. Louis Blues Hockey – “Perron and the Future” – Entertainment St. Louis Blues Hockey – “Perron and the Future” – Events

• St. Louis Blues Hockey – “Come to Manny” – Institutional/corporate image

St. Louis Blues Hockey – “Perron and the Future” – Videography/Cinematography

to learn more, please contact angie.stankoven@momentumww.com in st. louis

vol. 1 issue 4


do great work office name

Four	years	of	 Momentum	 Praise	From	Event	 Marketer	Magazine

2009: WE SAY: The ultimate agency benchmark, the company every shop on this list (dudes, admit it) grades themselves against. The work is heavily anchored in sales generation and the portfolio may be the world’s greatest collection of brands. The Verizon program that uses church choirs to drive sales within African-

American markets—genius. Just genius. RECESSION BUSTER: Document it all. Momentum outfits all staffers with video cameras to document everything in the field for use in program tweaking and enhancements.

2008: Domestic and global, on the street and online, here and there and everywhere in between. If there was a textbook on event agency evolution, Momentum might be footnoted on every other page. What was once a promotion company has become a true global engagement franchise, locked into both small and gigantic accounts that leverage the shop for every damn trick in the book. Client retention globally stands at 85 percent, and we don’t see that number dropping anytime soon. Game on.

2007: We say: The streak continues. Still the shop other agencies hope to aspire to one day. The biggest clients, size XL ideas, and a global evolution that is rewriting how it’s supposed to be done. Hey, don’t take our word for it, papi. Take a look at the people, the accounts, the work, the awards, the culture, the growth, the offices, the—well, you get the point. The worldwide American Express account is still where the real magic happens, but the work for A-B, Coke and Verizon simply kicks ass.

2006: “Momentum Worldwide is, quite simply, the ‘it’ agency. The shop every other agency wants to be, the place everyone wants to work, with the most outrageous list of clients, winner of every award in the book and it’s still just getting started.”

to learn more, please contact: stephanie.rudnick@momentumww.com in new york

vol. 1 issue 4


do great work

Momentum	 Korea:	GLACEAU	 vitaminwater	 Launch	in	Seoul	

Momentum Korea was tapped by CocaCola to launch GLACEAU vitaminwater in Korea and were challenged to hydrate, educate and entertain trendy consumers through fun activities and sampling opportunities. To reach the most people and build the most buzz, Momentum built numerous executions: - Wrapped sampling vehicles that combed the region and distributed numerous premiums that people collected excitedly and even traded amongst themselves! - Built a GLACEAU vitaminwater popup store that lent to consumer brand immersion and refreshing product samples - Constructed a vitaminwater residency in seoul’s trendiest district for one month resulting in tons of buzz from bloggers and through word-on-the-street chatter

to learn more, contact t.kim@momentumww.com in seoul

vol. 1 issue 4


do great work office name

Momentum	Korea	 and	Coolmax®	

Love	The	Earth,	Love	Coolmax®	 Ecomade	fabric	
In support of the launch of COOLMAX EcoMade fabric, made from 97% recycled materials, Momentum Korea produced three eco-themed outdoor events that were also tied to in-store sales promotion activities from May 1-7, 2009 - At the events, Momentum enlisted popular A-list performers including leading K-Pop musicians - FT Island - MC Mong - Yoonha - Rumblefish Momo Korea also produced a special fan autograph signing by Korea’s most beloved male actor Min-ho Lee. The events garnered tons of media coverage and delighted fans and the client. Kudos Momo Korea!

for more information contact: t.kim@momentumww.com in seoul

vol. 1 issue 4


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Momentum/Italy	 “Kill	the	Mouse”	 Promotion	-	HP

In support of the launch of HP’s Touch Smart PCs, Momentum Italy was tasked with developing a program that lived in-store as well as online to increase product awareness, demand generation and on-site traffic generation at retail. BACKGROUND: The HP Touch Smart is a touch-sensitive PC with a special software that simplifies access to photos, videos, music, and applications. Dump the mouse. You don’t need it anymore! STRATEGY: To create an activity completely centered on the “touch” concept, underlining an essential HP Touch Smart characteristic. IDEA: We designed a game based on the concept of “kill the mouse” since with the Touch Smart, a mouse is no longer needed to operate your computer efficiently. To play “Kill the Mouse” people had to crush the mice on the screen of the HP Touch Smart physically, with their fingers. This forced them to have a true-to-life interaction with the computer and demonstrated it’s ease of use, speed and sleek factor. Prizes included their very own HP Touch Smart PC, gadgets and vouchers. LOCATION: The promotion took place in thirteen Mediaworld and Saturn stores in the HP area as well as online via Facebook.

to learn more, please contact antonio.ciarletta@momentumww.com in milan

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Lufthansa	 Italia	Launch	 Extravaganza	

In support of the launch of Lufthansa’s expanded service to and from Italy, Momentum Italy produced a huge event that had the country buzzing. The evening’s host was Mrs. Giorgia Surina, a famous Italian TV presenter, and the event boasted eight stages representing new Lisbon.

Lufthansa Italia hubs in Paris, Barcelona, Budapest, Bruxelles, Bucharest, Madrid, London and Each stage was covered with a veil so that each destination was revealed to the attendees only when we were ready to show them. The performers were from a famous Italian performance troupe called Studio Festi and each reveal was orchestrated by a graceful woman flying towards the sky, representing a sensational prelude for a fascinating performance. Results: About 450 people were completely blown away by the performance and the clever way we integrated the message into the live action. Both members of the Lufthansa board ever seen. and Lufthansa’s vice president said that it has been the best Lufthansa launch event they had

for more information contact antonio.ciarletta@momentumww.com in milan

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Copenhagen:	 Club	Minttu

Check out more great spirits work out of Copenhagen, developed for mint-flavored vodka brand from Pernod Ricard called MINTTU. Great work!


for more information, contact andreas.pitlik@momentumww.com in copenhagen

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Manchester:		 Nestle’s	Fitness	 Calorie	Counter	

The Manchester office was charged by our Nestle

client to design a promotion that aided women in They were tasked with giving Nestle’s FITNESS

losing any weight gained over the Christmas season. customers a tool they could use on the go, everyday to control their caloric intake in order to lose and maintain weight.

To do so, the team proposed to build two different

tools that could be used as a calorie reference device to help make informed decisions about what food to eat. The tools were: - a mobile application that could be downloaded via WAP push or through a USB lead and - a desktop widget

The aim of using both of these was to integrate this application into the user’s everyday life.

The applications contained two main features – one to count the amount of calories consumed by the user. The other is to keep track of calories burned during exercise and activities during the day.

The promotion went live in January across ten markets and has shown strong redemptions thus far. Stay tuned for more from the FITNESS team in Manchester!

for moremore, please contact name.name@momentumww.com to learn information contact andrew.hinsliff@momentumww.com in manchester

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India:	Oriflame

Momentum India produced the largest event ever for Oriflame in four

different cities including Delhi, Kolkatta, Mumbai and Bangaleru as part of the company’s annual meeting. Hosted by global CEO Magnus, more than 7000 consultants attended.

It was a fun filled extravaganza with a touch of hi-decibel performances from Bollywood, dance troupes, recognition awards, parties and more. Momentum India’s specific involvement included: -Overall coordination -Fabrication and complete logistic support -Entertainment and guest management -Sponsorship negotiation and activation

-Overall management of the four-city event

for moremore, please contact name.name@momentumww.com to learn information contact: ajay.sharma@momentumww.com in new delhi

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Momentum	 Warsaw	Weighs	 the	Luksusowa	 Bartender

Momentum Warsaw organized another great program for the Luksusowa brand – called the “Men’s thing” competition from March through the end of April. To take part in it, one had to answer the question “How many Luksusowa bottle caps does the Luksusowa bartender weigh?” The answers were sent via SMS or entered at the www.nicdodac.pl website, where new clues about the Luksusowa Additionally, hip flasks and pocket knives were given out as alternate prizes.

bartender’s build appeared weekly. The main prize was $20,000 US dollars that the winner could spend on the realization of his dreams.

The contest was communicated via POS materials prepared by the Momentum where, at the stands, leaflets, shelf boards, cardboard boxes as well as foil for the Luksusowa-Coke sets were available. The goal of the action was to enlarge the brand awareness.

“The success of the last contest prepared with Momentum Warsaw was so great, that we were encouraged to further activities on this weigh!” – says Monika Glimos, Luksusowa Brand Manager.

field. Of course, the additional advantage of the whole thing is that everybody will eventually know how much does our bartender really

MRM Worldwide was responsible for the program’s www.nicdodac.pl website.

for more information contact: monika.biedrzycka@momentumww.com in warsaw

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McCann	Worldgroup	 HFD	Training	and	 Development	 Leadership	Program

Congratulations to RALF SPECHT, ZE BORALLI, MATT MATZEN and NATE SCHREIBER who were chosen to participate in McCann Worldgroup’s HFD Training and Development Leaders Seminar. McCann Worldgroup’s HFD Training and Development group holds a one week senior leadership training

program, designed to support the development of the “Agency Management” skills of top executives across McCann Worldgroup agencies. This elite program is offered once a year by invitation only. Every participant John J. Dooner. is hand-selected from nominations submitted to McCann Worldgroup Chairman and Chief Executive Officer, During the course, attendees learned new leadership techniques by running a virtual agency in a five-day seminar and will share that with everyone in a future edition of Month@Momentum.

management simulation. We have asked Ralf, Ze, Matt and Nate to provide us with their impressions of the

Matt Matzen, SFO

Ze Boralli, SPL

Ralf Specht, FRA

Nate Schreiber, PMK/HBH

for more information contact momo.edu@ww.com

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Stay	Tuned	for	the	 Next	Issue	of	Month		 @Momentum!

Submissions due by June 26 to mif@momentumww.com.
Many thanks to our Month@Momentum Team: Executive Editor: Managing Editor: Guest Editor: Stephanie Rudnick Hillary Vigdor Mary Minor Jeff Coburn

Graphic Designer:

Contributing Editor: Peter Office Design Director: Publishers:

Benjamin Bailey

Chris Weil, Kevin McNulty

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