Strategic Marketing • Public Relations • Advertising • Website Development
Graphic Design • Social Media Strategy • Video Production
Our team provided strategic planning and marketing and communications services to the Carnegie Corporation of New York for two major initiatives – Carnegie’s Centennial and the 10th Anniversary of the Carnegie Medal of Philanthropy. Our work included senior strategic counsel, advertising, public relations, creative services and brand coordination worldwide. Our challenge was to contemporize the legacy, iconic status and profound vision of Andrew Carnegie and to promote his relevance for today’s audiences. The Carnegie Medal of Philanthropy—given by all 22 Carnegie organizations around the world—is awarded every two years to exceptional individuals worldwide who embody the enduring legacy and vision of Andrew Carnegie and have sustained exemplary philanthropic careers.
The 2011 Medal Ceremony, held at the New York Public Library, honored nine recipients: the Crown Family; the Danforth Family; Fiona and Stanley Druckenmiller; Li Ka-shing; Fred Kavli; the Lauder Family: Evelyn and Leonard Lauder, Jo Carole and Ronald Lauder; Pamela and Pierre Omidyar; the Pew Family; and the Pritzker Family.
Among past honorees are: the Gates Family, Brooke Astor, Michael R. Bloomberg, the Rockefeller Family, George Soros and Ted Turner.
Our fully integrated campaign ensured ideal positioning in public relations, social media and advertising leading up to the event, and required extensive coordination with medalists, their respective representatives and Carnegie institutions worldwide.
Research & Discovery
By creating a marketing and public relations tool kit, we were able to activate a global network of 22 Carnegie affiliates worldwide. We met with over 15 Carnegie stakeholders, executives, board members, and supporters to deepen our understanding of Andrew Carnegie, the Carnegie Corporation, Carnegie organizations worldwide and the Medal of Philanthropy.
Strategy & Implementation
The launch began with a full-page ad in the New York Times describing the honor as “Philanthropy’s Most Celebrated Award,” helping to elevate awareness, lend consistency in global communications and appropriately signify prestige.
Leveraging the prominence of Carnegie organizations worldwide and the Medalists in their respective geographic markets, we garnered dozens of print, TV, and radio media around the world.
Website redevelopment focused solely on the Medals—www.carnegiemedals.org. A modern design, the integration of social networking channels, and refreshed layouts contributed to a more engaging and effective user experience.
At the opening of the awards event, we successfully established an informative and moving tone with the presentation of a short video. The historic, powerful piece respectfully highlighted past and present Medal recipients.
Best of Category—American Graphic Design & Advertising Awards—for our full-page advertisement in the New York Times
Over 30 media placements, including Vanity Fair, Wall Street Journal, Bloomberg,
San Francisco Chronicle, Chicago Tribune and USA Today
Over 73 million impressions worldwide