Tuesday, June 2, 2009

 7:30am

8:30am

General Session

WELCOME
Bob Liodice
President and Chief Executive Officer
ANA

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MARKETING THAT WORKS AND WE'LL PROVE IT: THE ENTERPRISE EXPERIENCE FROM ZERO TO ACCOUNTABLE
Enterprise Rent-a-Car Company is an operations-based company - operations are in their DNA. As a result, the marketing team had to prove that the initiatives they wanted to execute would generate an ROI. Working in this "show me the money" environment, forced the Enterprise marketing team to achieve the following:

• Alignment of business and marketing goals
• Marketing initiative based on customer insights
• Focus on customer satisfaction to drive retention

Steve Smith, CMO, Enterprise Rent-a-Car will outline his principles for building a highly strategic marketing accountability and effectiveness program that drives business growth (yes, he will connect the dots and demonstrate how marketing actions generated real business growth) and gets senior management to not only believe in the power of marketing, but also to value their marketing investment. In 1988 Enterprise had little to no consumer marketing activity to speak of, today, well you'll see.

Steve Smith
Vice President and Chief Marketing Officer
EHI

Q&A Session
Shepard Kramer
Senior Director, Committees and Conferences
ANA

EARNING A PLACE AT THE TABLE: HOW DO MARKETING EXECUTIVES GET A SPOT IN THE C-SUITE?
In turbulent times, one of the first instincts is to slash costs, and marketing expenses are often at the top of the list. Better representation in the C-Suite could help marketing executives preserve or even increase their budgets, but how do they get there? How should marketing executives communicate their value proposition to prevent it from falling on deaf ears? What new skills do they or their organizations need to acquire? This panel will discuss why there isn't greater marketing representation in the C-Suite and what might help shift that dynamic. Ernst &Young will share the results of a recent CFO survey and research from company public filings on how many CMOs sit as part of senior executive teams, as a catalyst for discussion amongst four senior finance executives about their perspectives on marketing and how to bridge the gap between the drawing board and the board room.

Moderator
Edward See
Ernst & Young

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Panelists
Bruce Besanko
Executive Vice President and Chief Financial Officer
OfficeMax

Bill Mines
Senior Vice President, Finance
Diageo North America

Basil Williams
Chief Financial Officer, North American Consumer Banking
Citi

Janet Williams
Vice President, Finance
Johnson & Johnson

TAKING RISKS IN THE DOWNTURN, CAN YOU AFFORD NOT TO?
The recession is increasing pressure on CMO's to deliver accountability. The safe choice is to go with the proven and to justify investing behind marketing efforts that are able to deliver calculated ROI. However, that's a model in a normal and stable market, something few of us are working in. Further, given the mood of the country, such extravagances as spots in the Super Bowl were seen by corporate America as politically incorrect -- to be dispensed along with corporate jets and bankers' bonuses. Denny's bucked the trend, bought big, drove buzz and word of mouth with television, PR, online, and a gutsy offer of a free Grand Slam breakfast. Importantly, its promotion got people talking about Denny's again, drove foot traffic, brand reappraisal, and residual sales.  

Denny's CMO Mark Chmiel and Optimedia's CEO Antony Young will provide an inside view into:

• How did they developed the idea.
• How it was sold it to the board and franchisees.
• Making it work.  How the client team, agencies, restaurant owners, and front-line staff turned it into an integrated promotion.
• Leveraging the PR.
• Evaluating success.
• Unexpected developments.

Mark Chmiel
Executive Vice President, Chief Marketing and Concept Innovation Officer
Denny's Corporation

Antony Young
Chief Executive Officer
Optimedia International U.S., Inc.

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Q&A Session
Natalie Zmuda
Reporter
Advertising Age

HOW DO YOU USE ADVANCED ANALYTICS TO SQUEEZE EVERY OUNCE OF EFFICIENCY OUT OF YOUR MARKETING BUDGET?
Liz Cahill, VP of Marketing, VF Corporation, will share examples of how Lee and other VF Corporation brands have used advanced analytics to squeeze every ounce of efficiency from their marketing budgets, simultaneously increasing revenue and profit. During these challenging times, Liz and her team have used marketing accountability to strike a balance between brand building and promotions, while gaining critical insight into how the economy, competition and sales partners have impacted revenues. 
 
Attendees will learn about:
 
- Best practices: what worked and what didn't
- Methods to achieve a healthy and well-balanced marketing mix
- The use of tactical media insights to drive big efficiencies
- How to take advantage of social media and digital advertising opportunities
- The use of advanced analytics to optimize for improved ROI
- Partnering with your agencies to make marketing accountability a reality

Liz Cahill
Vice President, Marketing and Communications
Lee Jeans

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Q&A Session
Doug Brooks
Senior Vice President, Business Development and Marketing Officer
MMA

BEYOND REACH: THE POWER TO MAKE ADVERTISING EFFECTIVE, ACCOUNTABLE AND RELEVANT TO CONSUMERS
The Internet is the consumer’s domain – a virtual landscape of customizable content. This presentation explores the potential for advertising to become as customized and personalized as the content by evolving advertising to the point where an advertiser’s message doesn’t just reach consumers – it is relevant to them.

Mitch Spolan
Vice President, North America Field Sales
Yahoo!

 12:55pm

Luncheon sponsored by Yahoo!

General Session contd.

LESSONS LEARNED WHILE ESTABLISHING A MEDIA OPTIMIZATION PRACTICE
Everyone knew it was going to be complicated, so we made certain to follow best practices and take the time to do a thorough job. We quickly learned for every “best practice” there also comes a “real practice” which ultimately proves the expression easier said than done. Establishing this capability has helped us optimize our media investment to stretch a limited budget. However, we learned many valuable lessons along the way that weren’t necessarily in the manual. Culture change, commitment, setting expectations, and gaining corporate acceptance are just a few of the less-anticipated challenges, not to mention developing cross-functional teams or aggregating multiple data sources. This is a true story….

Nicholas Primola
Senior Vice President, Direct Marketing and Media Optimization
Citizens Bank 

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Q&A Session
Ed Abrams
Vice President, Integrated Marketing Communications
IBM Corporation

THE EVOLUTION IN COMMUNICATIONS STRATEGY - THE TROJAN STORY
Marketing condoms in the United States provides both challenges and opportunities. Recently, the U.S. has witnessed alarming trends in the sexual health of the nation (STD rates, unintended pregnancy, etc).  While condoms provide proven protection against STDs and pregnancy, only 1 in 4 sex acts among single Americans involves a condom.  Reaching our target market (adults 18-24) with messages that educate and portray condom usage as positive and responsible is a communications challenge.  TV networks forbid primetime condom advertising.  In addition, the U.S. government spent over $1.5 billion dollars on only abstinence until marriage programs that did not include condom education.  To meet these challenges, the Trojan brand marketing team has had to significantly evolve its communications strategy, increasing efforts online and with public sector partners.  Using metric-based strategic planning and monitoring, the Trojan team has been able to improve media efficiency and grow franchise sales.

James A. Daniels, Jr.
Vice President, Marketing
Church & Dwight Co., Inc

Q&A Session
Ed Abrams
Vice President, Integrated Marketing Communications
IBM Corporation

EFFIE AWARDS IDEAS THAT WORK 
Since 1968 winning an Effie has become a global symbol of effective marketing communications. Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and superior execution to communicate their messages to their customers. This session will provide a look behind the curtain and will feature two mini case studies from two 2009 Effie winners.

"The Virtual Army Experience--A Potent Recruiting Tool"
The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their situation. A new approach called the Virtual Army Experience uses an event-based method that allows young people to learn about Army careers, experience a simulated mission, and meet Army soldiers in a non-threatening environment. This approach has accomplished the goals of generating quality leads, reducing the cost per lead, and improving qualitative perceptions of a career in the

Col. Casey Wardynski
Director, Office of Economic and Manpower Analysis 
U.S. Army

Eric Johnson
President
Ignited LLC

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Whopper Freak-out
To coincide with the 50th Anniversary of the WHOPPER®, BURGER KING® conducted a social experiment removing the iconic Whopper from the menu. The experiment explored deprivation to see what would happen if America’s most beloved burger was removed from the menu forever without any announcement.

Laura Bowles
Vice President, Group Account Director
Crispin Porter + Bogusky

Q&A Session
Ed Abrams
Vice President, Integrated Marketing Communications
IBM Corporation