The 2010 Jay Chiat Awards for Strategic Excellence Winners

Campaign for Existing Brand—Gold
Gotham, New York
"Helping America Break Its Google Habit"

It often seems that Google's march to complete market dominance in search is a foregone conclusion.

This paper shares the experience of one brand that wasn't ready to just throw in the towel. It's the improbable story of how an 80-year-old brand in the directory services category, the most analog seeming of businesses, found a way to co-exist with Google, and even thrive, despite Google's concerted effort to gain share in local search at its expense.

The planning team recognized early on that we were a specialist going up against the ultimate generalist, and that perhaps therein lay an opportunity. This case explains how we realized the need for, and identified, a specific kind of occasion to which we could lay claim. And it shows how good old-fashioned analysis of client's data, viewed through the lens of a planner's eye, led to a new insight and a new strategy that ultimately exceeded all objectives and grew the client’s business in the midst of the worst economic downturn in memory.

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