INTRODUCTIONS & OPENING REMARKS
CMO, SVP Marketing and Brand Management
360° BRAND BUILDING
We believe that social media is a bright shiny object that distracts many brand builders from understanding the best way to build brands and connect with consumers. Yes, we are living in a connected world, where consumers demand more interaction with our brands and responsiveness from companies - yet many brands still have significant touchpoints with consumers outside of social media. We are a bit old fashioned. We believe that great brand building starts with a brand purpose, positioning, and one common understanding about the brand. We then focus on understanding how to meaningfully differentiate brands by engaging target consumers in a dialog through multiple mediums. We will share our approach to brand building and establishing integrated plans that foster great consumer relationships.
VP, E-Business & Interactive Marketing
IBM’S LET’S BUILD A SMARTER PLANET – MORE THAN A MULTI-PLATFORM MARKETING PROGRAM… IT’S A BUSINESS STRATEGY AND NOW THE GOLDEN GLOBAL EFFIE WINNER
How do you integrate your traditional marketing activities with your online (digital and social media) efforts while attempting to optimize them all globally? Well IBM has done it and they have the 2010 Global Gold Effie to prove it. Their Let’s Build A Smarter Planet campaign first began as a business strategy before evolving into a multi-platform communications program involving all marketing channels and disciplines. More than just a story about how to integrate online and offline strategies, the Smarter Planet is a case study in how marketers need to align all their messages with business goals and the broader corporate agenda.
Global Managing Director
Ogilvy & Mather
LEVERAGING LATINO PASSION POINTS TO ENGAGE THE HISPANIC CONSUMER
Four years ago AT&T became one of the first sponsors of a new reality show on Univision, Nuestra Belleza Latina. The show, a mix of beauty contest and reality show has turned into a successful franchise in the Hispanic marketplace. AT&T will share their journey of brand building via product integration, digital marketing, and SMS voting. They will also discuss how after four years of partnership with Univision they continue to use this property to achieve different strategic objectives. The presentation will include lessons learned, best practices and results achieved.
Director, Hispanic Advertising
THINK2010: FOUR STRATEGIES TO GET AHEAD OF THE RECOVERY
Jim Lecinski's experience shows that in order to be a successful digital marketer, an organization needs to have a well-articulated set of operating principles. Lecinski has found that while many marketing organizations have general operating principles, many do not have clearly articulated principles for digital marketing, making success challenging. In this session Jim will propose several specific operating principles for digital marketing that your organization can adopt and then act on every day.
Managing Director, US Sales
THE PATH TO CONSUMER ENGAGEMENT
The communication landscape has undergone – and continues to undergo – tremendous changes – including a proliferation of media choices, impact of digital technology, increasing adoption of online, mobile and gaming platforms. These changes affect how consumers interact with media, how they interact with our brands, and how they interact with each other. It’s getting harder to connect with consumers based on traditional models as consumers are more selective in what they pay attention to, and believe they are empowered to shape and influence communication about our brands. In this fragmented media landscape, balancing online and offline marketing communication is every marketer's challenge. Learn how Coca-Cola builds effective communication strategies to engage and inspire consumers by extending brand experiences in multi-media including digital platforms. Through case studies, Coca-Cola will share how even small brands may apply this approach and capture greater consumer opportunity.
Director, Media & Interactive
The Coca-Cola Company
ICAP/GEM STRATEGY: GLOBAL MOBILE MARKETING INITIATIVE
ICAP/GEM Strategy are leading an initiative to achieve alignment with global mobile operators and client side marketers. Client side marketers have major hurdles working against them in mobile, globally. ICAP/GEM Strategy will discuss their initiative which they hope will ultimately achieve consensus on key topics that prevent scale and exposure of brands to tremendous risk.
GEM Strategy (an ICAP Partnership)