April 2010 — As one of the world’s leading Cancer Centers, Memorial Sloan Kettering has a lot of fans. MCD recently helped the center connect with their fans through Facebook. The official MSKCC Facebook page serves as a place where people can share their story, lend support and keep up with all the latest developments from the center. During the first two weeks MSKCC built up a loyal following of over 1,500 and collected many inspiring stories from fans worldwide.

March 2010 — We’re just as tickled as Elmo for our friends at Sesame Workshop who picked up a prestigious Peabody Award for SesameStreet.org, created by MCD. The remarkably educational and engaging site was selected as one of 36 recipients honored in 2009 for being among the best in electronic media. The award, established in 1941, was created to recognize outstanding achievements in electronic media and is the oldest and most distinguished honor of it’s kind.

March 2010 — The beloved old engine gets a dynamic new online home, created by MCD. The site extends the experience of the popular children’s online by enabling more train play and stories through participation and interaction. MCD also created new content, new games, enhanced video capability and advertising strategy as well as the overall architecture and design.

October 2009 — Magnani Caruso Dutton joined the Society of Digital Agencies (SoDA). Established in 2006, SoDA is the voice of digital marketing professionals with a mission to advance the industry through best practices, education, and advocacy. Its members represent the top digital agencies worldwide and we’re happy to be among such distinguished company.

The award in the New Approaches, Daytime Children’s category, recognizes the use of new media in children’s programming.  MCD received the award for its work in the creation and launch of www.sesamestreet.org — a greatly enhanced web destination for preschoolers and their parents in 2008. The website launch coincided with the premier of Sesame Street’s 39th season on PBS Kids.

On receiving the honor, Creative Director and Partner, John Caruso, commented, “Sesame Street has had a huge impact on the educational development of preschool children all around the world. The new website is available to everyone, and extends their reach even further. We’re excited that after 40 years of groundbreaking TV, Sesame Street is now being recognized for their work on the Internet as well. We congratulate them and are extremely proud to be a part of it.”

The Daytime Entertainment Emmy^® Awards recognize outstanding achievement in all fields of daytime television production and are presented to individuals and programs broadcast from 2:00 a.m. – 6:00 p.m. during the 2008 calendar year.

“We are excited about working with the talented people at Memorial Sloan-Kettering Cancer Center, and honored to play our small part in the important work they do,” said John Caruso, Creative Director and Partner.

The world’s oldest and largest private cancer center, Memorial Sloan-Kettering Cancer Center has devoted more than a century to patient care and innovative research, making significant contributions to the development of new and better therapies for the treatment of cancer.

“With the environment what it is right now, rewards are especially relevant,” according to Larisa Drake, vice president, brand communications, Discover Financial Services. And so, Discover Card’s latest ad campaign zeroes in on its 5% Cashback Bonus program.

A 15-second spot focused on earning rewards through home improvement purchases debuted April 1 and runs through April 19 on such broadcast shows as “Dancing with the Stars,” “Today,” ‘Ghost Whisperer,” “Good Morning America” and “The Biggest Loser” and on cable services like A&E, HGTV, Discovery and Food Network.

Online, department stores and clothing stores join home improvement in the mix as Discover Card uses targeted sites to get “close to the point-of-purchase,” says Drake. Those sites — displaying the brand’s banner ads through early May — include Amazon.com, AOLshopping.com, BobVila.com, HGTV.com and DIYNetwork.com.

Three different banners use interactive flash animation to get users’ attention. In one, consumers can “Take a Whack” at a swinging piñata. Another invites them to play a memory game, while the third features household objects that convert into “5%” graphics when the cursor passes over.

Broadband video is also part of the marketing mix, featuring a player developed by Discover Card’s digital agency, Magnani Caruso Dutton. During breaks in shows on abc.com, nbc.com, cbs.com and hulu.com, the 15-second TV spot runs in its own “ad pod,” shown on a simulated computer screen sitting on a desktop and next to a bulletin board. When the viewer’s cursor moves over objects sitting on the desktop or posted on the board, information pops up about the Cashback Bonus and other Discover Card services.

Discover plans to continue focusing on its Cashback Bonus in the months to come, but the product categories will change quarterly. Next up will be gas, hotels and theme parks, followed by groceries, restaurants and movies. And as the categories change, additional media that are appropriate to them may join TV and online in the ad mix, Drake reveals.

Other agencies involved in the campaign are Interpublic Group’s Martin Agency, handling the TV creative, and WPP/Group M’s MediaCom, on the planning side.