Innovation + Integration = Impact
Tom: We responded by proposing a strategy called a City Campaign that Russ Reid had pioneered for World Vision in Canada. We thought a version of the City Campaign could work for Operation Smile in the U.S.
Kyla: We're big believers in integration. We've worked to break down the silos internally, and we wanted to test the impact of a truly integrated campaign across far more than traditional mail/phone. A City Campaign is a full-on, fully integrated, citywide blitz in a small- to medium-size market using virtually all media. We believed that the whole could greatly exceed the value of the sum of the parts. And we wanted an opportunity to rally the whole organization and put our new, integrated structure to the test.
- People:
- Kyla Shawyer
- Tom Harrison
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
