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2010: Protagonist relaunched Slim·Fast following a national recall, with a comprehensive range of TV, print, and online executions called "The Truth Campaign," leveraging consumers' humorous stories about their weight-loss escapades as foils to launch and illustrate Slim·Fast's new 3·2·1 weight-loss plan.

2009: Protagonist created the first-ever DRTV campaign for the brand and Unilever, highlighting value-added drive-to-site and price/value offers, driving a decisive lift in site visits and the highest channel ROI for the year.

Protagonist resuscitated the brand and beat revenue goals after a year-long player lockout by creating a 5-chapter cinematic brand story ("My NHL") in TV, video, arena, and in-flight channels, along with print, in the US and Canada. Named BrandWeek's "Marketing Idea of the Year."

Protagonist established a deeper connection with Axe's male youth target through a webisode series ("Evan and Gareth") and a massive multiplayer online game ("MojoMaster"), driving over 10mm unique consumers deeply into immersive brand experiences. Drove 80% of category growth while stonewalling competitor initiatives.

Protagonist positioned the brand as an upscale alternative by partnering with Reveille Productions ("The Office" "Biggest Loser") to integrate MGD into the "House of Boateng" series on the Sundance Channel. With support from launch events and PR, the resulting lift in sales paid for the campaign cost within a week.

Through ExactCast, Protagonist created a brand-building and competitive platform that has effectively bolstered Promise heart-health credentials while challenging competitive claims.

Protagonist increased penetration of Stouffer's multiserve frozen meals through immersive advertising, publicity, promotion, partner marketing, and user-generated content anchored at DuringDinner.com, yielding 500 million impressions and exceeding plan goals for the year.

Protagonist strengthened brand involvement and loyalty with the "Celebrate the Relationship" video series in partnership with Yahoo Pet Channel, driving traffic and viewership in conjunction with Purina-sponsored "Incredible Dog Challenge" events.