Bailey Lauerman Ranked Top Five Nationally by Creative Media Awards

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Two campaigns recognized for creativity in media strategy, planning and execution

Exmark Pride

Bailey Lauerman's "Exmark Pride" campaign received a Creative Media Award in the Business Media category.

I am proud of the teams that helped our clients achieve these creative—and effective—campaigns that generated excellent business results.

MediaPost, publisher of Media Magazine, has presented Bailey Lauerman two national Creative Media Awards on behalf of campaigns for Union Pacific Railroad and Exmark Manufacturing, a division of The Toro Company. The multiple honors for Bailey Lauerman ranked the agency in the top five among all participants. Only one agency won more awards than Bailey Lauerman.

“These awards are not based on the number of people assigned to a project or size of a media budget. Instead, they recognize innovative media campaigns that blend strategy, planning and execution to meet and exceed client objectives,” said Sandra Cranny, EVP of communications planning at Bailey Lauerman. “I am proud of the teams that helped our clients achieve these creative—and effective—campaigns that generated excellent business results.”

Union Pacific’s safety initiative, “I Brake for Trains,” won a Creative Media Award in the radio category. Research into the target audience—young men in Fresno, Calif.—led Bailey Lauerman to create messages designed for the at-risk audience’s most credible source—radio stations. Ultimately the campaign helped decrease train crossing incidents to almost zero.

Bailey Lauerman won the business media award for Exmark Manufacturing’s “Pride” campaign. Drawing on insights found on Exmark’s Facebook and YouTube pages, Bailey Lauerman crafted an integrated media campaign to celebrate the brand’s loyal following. The approach included an online hub for owners to engage in conversations with each other, and an awards program. The awards generated more than 100,000 votes and the microsite proved to be a significant driver for Exmark-related conversations.

The agency also was recognized as a finalist in the online media search category was Union Pacific’s “Wherever You Find Business, You’ll Find Us” campaign. Bailey Lauerman helped drive customer inquiries and sales conversions to Union Pacific through a highly targeted search and digital campaign. The effort resulted in a significant revenue increase over the previous year.

The Creative Media Awards came to life in 2003 when MediaPost, publisher of Media Magazine, saw a need for a different kind of advertising awards show; one that recognized creativity in media. The awards exemplify the belief that media - the process of strategy, planning and buying—is every bit as creative as rendering storyboards for print or TV ad campaigns.


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Erica Wassinger
Bailey Lauerman
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