BtoB Magazine cites Mobium’s MeadWestvaco work as “best example” integrated marketing campaign

2002-06-10

BtoB magazine, the leading publication chronicling business-to-business marketing and e-business strategies, has selected Mobium Creative Group’s integrated campaign for Mead Westvaco as one of the three most successful integrated business communications programs of the year. Campaigns for Dell Computer and IBM were cited for also “providing a measurable return on investment.”

“BtoB sifted through dozens of case studies to find some of the best examples of recent b-to-b integrated campaigns,” according to editor-in-chief Ellis Booker. “The three we choose offer best-practices examples that all marketers can use.”

In an in-depth special report in the June 10 edition titled “Integrated Marketing Success Stories: An Inside Look at Campaigns that Really Work,” the magazine highlights Mobium Creative Group’s multimedia program for MeadWestvaco’s Tango brand.

The ongoing campaign for Tango began in 1998 as a repositioning assignment to create a brand identity for a nondescript commercial paper grade used by printers. Based on strategic research into the needs of the target audience, Mobium’s campaign has utilized a wide variety of integrated elements and quirky creativity to establish a unique personality and differentiating “performance” position for the brand.

On a limited total budget, the campaign generated constant volume increases and double-digit revenue increases every year for the first three years of the campaign. Currently the campaign is being expanded into other lines and paper grades.

“It’s been a closely budgeted program, and I think we’ve gotten significant bang for the buck based on the money we’ve spent,” the article quoted Marc Tannenbaum, manager-marketing at MeadWestvaco.

To see an online step-by-step case study of the Tango branding campaign, visit the Mobium Web site at www.mobium.com.

About Mobium Creative Group
Mobium Creative Group is a full-service, integrated business branding and communications firm specializing in integrated communications, branding, relationship marketing, interactive media, and information architecture. Clients include MeadWestvaco Corporation, NEC-Mitsubishi, Motorola GTSS, CNH Global, NovaMed, Farm Progress, Tellabs, and Ondeo Nalco Company. In January of 2002, Mobium launched its new web-site (www.mobium.com), which is an interactive book that helps business marketers, communicators, brand builders and change agents, as well as its own employees, better define revolutionary paradigm shifts that are changing the nature of business communications and explore ways to take advantage of them.