Objective/Challenge: Transition from the long-form TV commercials Proactiv launched their brand with to short-form spots to build higher frequency among the target demographic to improve sales rankings in its category

Icon Action: Analyzed TV programs and networks that indexed high for the Proactiv target demographic. Used frequency on key networks to build the brand and increase sales.

Outcome: Proactiv ranks #84 in Brandweek’s June 2008 National Top 3,000 brands- higher than brands like Apple, Coca-Cola Classic, Hyundai, Honda Civic and others. Proactiv ranked #1 in product category.

Objective/Challenge: To execute a profitable Direct Response launch with the goal of transitioning to retail in a highly competitive fitness equipment category

Icon Action: Conducted a competitive analysis and had buyers negotiate the best rates for :60 and :120 short-form TV spots, reaching the target demographic with high frequency

Outcome: Iron Gym sustains a successful Direct Response campaign, breaks into the category at retail and maintains a profitable business as a leader in the category.

Objective/Challenge: Help inventor to advertise her product, after being turned down by another agency

Icon Action: Drove phone and web sales through strong media buys with :120 and :60 short-form TV spots

Outcome: Grew brand awareness enough to help the inventor do a brand buy-out with a large marketing company. Icon Media Direct is now buying the media for the large marketing company that acquired the Bumpits brand.