Corporate anniversary rings, promotions, signs in retail stores, donations, scholarships, temporary price reductions or discounts, reflections on past accomplishments, special ad campaigns, new logos, and so on. Planning an anniversary can take years. In some cases, special marketing consultants and event planners have been hired to coordinate the effort. Large corporations typically work closely with their corporate advertising agency as well as their marketing and sales departments to plan sometimes elaborate campaigns, often with a special theme to mark the occasion. For example, Starbucks marked their 40th anniversary with a redesigned logo and media campaign. Guinness Brewery celebrated its 250th anniversary with
Cool Site of the Day coolness awards. The site's founder, Glenn Davis, became a celebrity, giving interviews to magazines and radio networks such as NPR while fending off gifts from site maintainers who sought his recommendation of their sites. "Newsweek" celebrated Davis as one of the fifty most influential people on the Internet, dubbing him the "King of Cool." In time for the first anniversary of "Cool Site of the Day" Davis inaugurated the "Cool Site Of The Year" award, also known as the Webby, which was first produced by Kay Dangaard and presented at the Hollywood Roosevelt Hotel as a nod to the first