Company: Waterford Crystal (WWRD Holdings)
Agency mix: Gotham (advertising), Current Lifestyle Marketing (PR), Beam Interactive (digital)
In-house team: Michael Craig, group VP for the Americas; Regan Iglesia, marketing director; Michelle Westcott-Richards, director of PR, special events, WWRD USA
Lead agency: Gotham
Campaign: The sparkle of a new beginning
Budget: $2.5 million
After being pushed to the brink of bankruptcy early last year, Waterford Crystal desperately needed to reinvigorate its brand. It launched its first campaign ...