General Session

UNILEVER ENTERS THE MAN CAVE
Recently launched, "The Man Cave" is a rich Channel Experience on the Xbox LIVE platform which enables Unilever to reach multiple male target audiences. In this session we will look at the strategy and design of this project through the lens of Integrated Marketing. We'll explore the benefits of a portfolio initiative across brands (AXE, Dove, Klondike, Degree) and the value of creating a long term channel strategy vs. creating one-off deals. Also shared are tips for securing both corporate and individual brand buy-in to move projects forward as well as strategies for leveraging newly available innovation cycles.

Katie Willoth
Communications Channel Manager
Unilever North America

Ritu Trivedi
Managing Partner, Media Director
Mindshare Interaction
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KRAFT MACARONI & CHEESE GROWS UP
For almost 30 years, Kraft Macaroni & Cheese was marketed as a children's food.  However, children do grow up and become adults who still enjoy Macaroni & Cheese, but they don't want anyone to know about it, because it's "kid's food".  In order to change this misguided image, Kraft embarked on a new rebranding campaign to market Kraft Macaroni & Cheese as America's Favorite Family Food.  Join Chris Miles, Director of Advertising, Meals at Kraft Foods Inc. as he takes us through the journey of rebranding an American iconic food for everyone in the family to enjoy through an integrated campaign with TV, print, billboards, online and social media.

Chris Miles
Senior Director, Advertising
Kraft Foods North America
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MCCAFE: BUILDING MCDONALD'S AS A BEVERAGE DESTINATION FOR AFRICAN AMERICANS THROUGH INTEGRATED MARKETING
McDonald's and Burrell will discuss how they brought McCafe coffee beverages to African Americans through an integrated marketing campaign. McDonalds's and Burrell marketed the products in a way that was accessible and appealing - based on the insight that coffee culture wasn't very strong in the African American community. Seeking to attach coffee to something cooler and hipper, Burrell and McDonald's launched an integrated strategy that included TV, print, digital, radio, and national events. These events included club appearances by up-and-coming R&B artist Dwele and opportunities for consumers to sample the products, taking the barrier of entry away by giving out the product for free.

Rob Jackson
U.S. Marketing Director, African-American Consumer Market
McDonald's Corporation

Bianca Bradford
Account Director
Burrell Communications Group
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GATORADE G SERIES FIT: AN INTEGRATED MARKETING LAUNCH
Gatorade's G Series Fit is targeted to the 'fitness' athlete," with a "three-item line of products meant to be consumed before, during and after workouts." The new series builds on Gatorade's strategy to focus on its core athletic consumers rather than the lifestyle drinkers that had gravitated toward it in years past. Dedicated advertising for the new products include TV, print and digital buys.  Gatorade featured several athletes during their fitness routines in the campaign, including U.S. Gold Medal winning sprinter Allyson Felix and swimmer Ryan Lochte.  Join Andrea Fairchild, VP of Brand Marketing at Gatorade as she discusses the integrated marketing campaign that launched this new successful brand.

Andrea Fairchild
Vice President, Brand Marketing
Gatorade
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DISCOVER AND "PEGGY" FIND SUCCESS IN INTEGRATED MARKETING
For the fifteenth consecutive year independent research firm, Brand Keys, Inc., found that Discover is the leader in customer brand loyalty for the credit card sector. Brand loyalty is important to Discover, the company has a core focus on continually delivering new ways for customers to be rewarded, giving them added value on their purchases and making it easier to redeem rewards. Find out how Discover is championing its market position as #1 in customer loyalty through the highly successful integrated campaign "Peggy" using TV spots, Facebook and twitter.

Kevin Riley
Senior Manager, Advertising and Brand Communications
Discover Financial Services, Inc.
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