Alcatel-Lucent Takes Top Prize at DFW AMA 2012-13 Marketer of the Year Awards

Dallas / Fort Worth Chapter of American Marketing Association Recognizes Award Winners at Annual Gala

Dallas, TX, April 18, 2013 --( The Dallas/Fort Worth chapter of the American Marketing Association (DFW AMA) announced the winners for the 2012-13 Marketer of the Year Awards across 15 award categories at its second annual awards gala on Thursday, April 11. The DFW AMA Marketer of the Year Awards recognizes excellence in marketing throughout DFW, spanning a variety of marketing categories. Telecommunications company Alcatel-Lucent took the top prize, 2012-13 Marketer of the Year, for its work on the marketing research campaign, Transforming Business.

Through their research, Alcatel-Lucent explored the latest technological trends impacting today’s business environment. The research looks beyond the technology alone and delves into the implications that each trend has for a business in terms of success or failure and the evolving nature of company culture. By providing a clearer understanding of how these trends will continue to impact the operations of a company, and prescriptive advice on how the organization should respond, leaders and decision makers across the enterprise gain valuable insights to assist their efforts in navigating a rapidly changing market place.

Chief Marketing Officer (CMO) of the Year
Clayton M Dover, Chief Marketing Officer of Raising Cane’s Chicken Fingers was awarded the Chief Marketing Office (CMO) of the Year Award. This award recognizes excellence in executive level marketing leadership. He is responsible for four years of positive same restaurant sales growth and aggressive unit expansion from 62 restaurants to over 150 currently, including expanding DFW area restaurants from two to over 20 in the past few years.

Dover has introduced the brand through several mediums including brand introduction television spots, key radio sponsorship opportunities, and out of home advertising including DART bus wraps. In addition, Raising Cane’s has integrated advertising efforts with sponsorship opportunities such as the Dallas Mavericks and Stars and local sponsorships in surrounding communities including countless schools, churches and other organizations keeping in line with the company’s philosophy of community involvement.

Collegiate Marketer of the Year
Thomas Pemberton of the University of North Texas received DFW AMA’s Collegiate Marketer of the Year Award, which focuses attention on Texas university marketing students and the unique ways they demonstrate excellence in their marketing studies. Pemberton is a marketing major in the College of Business at the University of North Texas. He is committed to the marketing research field and finishing his studies of consumer behavior and brand strategy.

Pemberton is currently a project manager at SPYCH Market Analytics, LLC. His passion is clearly represented by his immersion into the areas of digital marketing strategy, brand management, social media and emerging technology. Contrary to most “digital strategists,” he does more than talks the talk. Thomas launched, optimized and still operates – with the help of his first hire, his mother – a hugely successful online store in the tech accessories market.

Additional winners among the 12 subcategories that celebrate the original initiatives, which demonstrate vision, insight and a drive for excellence that triumph above the rest, are:

1. Public Relations
ShopSavvy - Join FORA Campaign 2012
Scott Baradell, Idea Grove

2. Event Marketing
Vitamin Shoppe, Something for Every Body, Grand Opening Event
M2W, Inc.

3. Direct Mail Marketing
Puzzled by how to turn data into dollars?
Renee Domanic, Alcatel-Lucent

4. Marketing Collateral
Howard Payne University ‘A Call to Send’ Campaign
Peterson Ray & Company

5. Integrated Marketing
Strategic Alliances
Dr Pepper Snapple Group

6. Interactive Media
Baylor Research Institute Digital Annual Report

7. New Product/Service Launch
Peterbilt Truck Model 579 Launch Campaign

8. Social/Viral Marketing
Simply Irresistible - Spread the Word
Tamara Phillips, T2 Media, Inc.

9. Innovative / Emerging Marketing Technologies
MetroTex REALTOR Podcast
Ben Randolph, Agency Entourage

10. Marketing Research
Transforming Business
Jerry Power, Alcatel-Lucent
Overall Winner

11. Branding
Martinson Brand Refresh
Deetricha Younger, Mother Parkers Tea & Coffee

12. Mobile Marketing
Give-a-Gram Instagram Campaign
Ben Randolph, Agency Entourage

To learn more about the award winners and their campaigns, contact Ashley Claborn,

About the DFW AMA:
The Dallas/Fort Worth American Marketing Association (DFW AMA) is the premiere community and resource for marketing professionals and students, with over 600 members throughout the Dallas/Fort Worth Metroplex. Each year the DFW AMA hosts more than 50 marketing-related events and organizes monthly executive lunches featuring CMO level speakers, monthly Meet-n-Greet networking events, Special Interest Groups (SIGs) plus the CMO Roundtable and Mentor Program to help educate, support and enhance the performance of marketing professionals throughout their careers. To learn more, visit

About the American Marketing Association
The American Marketing Association (AMA) is the professional association for individuals and organizations who are leading the practice, teaching, and development of marketing worldwide. Our principal roles are:
- Connecting: The AMA serves as a conduit to foster knowledge sharing.
- Informing: Providing resources, education, career and professional development opportunities.
- Advancing: Promoting/ supporting marketing practice and thought leadership.

Through relevant information, comprehensive education and targeted networking, the AMA assists marketers in deepening their marketing expertise, elevating their careers and ultimately, achieving better results.
DFW American Marketing Association
Avery Elander