Mitchel A. Baum

Select Case Studies

 

Client: T. Rowe Price
Campaign: COMPLEX CONNECTIONS

As the market started to unravel in 2008 my team at JWT launched a new campaign for T. Rowe Price that positioned the financial service giant as understanding the complex connections of a global economy. This integrated TV/Digital/Print work drove business results and won acclaim for being the voice of calm and confidence.

We started work on this creative well before the market crashed as it was pretty clear there were storm clouds on the horizon.


Client: T. Rowe Price
Campaign: Investment Management Excellence

During the height of the internet bubble T. Rowe Price was criticized for not jumping on the band wagon (Wall Street Journal: Storied Mutual Fund Company Runs Low On Gas). In the wake of the bubble, we showcased our our client's unwavering commitment to responsible, fundamental investing. The footage was beautiful, but the business results were even nicer. BTW, post-crash teh WSJ followed up with an article entitled "Look Who's Laughing Now.")


CLIENT: AT&T
CAMPAIGN: Treasures From Home

An old campaign, but one of my favorites. Before there was AT&T international long distance, for many immigrants the objects they brought with them were the only connection to the life they left behind. We supported AT&T's sponsorship of Ellis Island's Treasures from home exhibit with print and TV. When we showed this work in focus groups, more than a few of people we shared it with started to cry as the film touched a deep emotional cord with them.