General Session
TURNER SPORTS: EMBRACING THE MADNESS & ELIMINATING THE CONFUSION Turner Sports entered the year with the ambitious task of taking one of the most popular and well-known franchises in sports and establishing new patterns for its massive television and online audiences through a multi-platform marketing campaign. 2011 marked the beginning of a new 14-year partnership between the NCAA, Turner Sports and CBS Sports to present the NCAA Division I Men's Basketball Championship in a completely new format and with an earlier tournament start date on a channel that had not previously aired live sports. For the first time in the tournament's 73-year history every single game of the tournament would be available live, in its entirety, across four national television outlets (TBS, CBS, TNT and truTV) as well as online. The Tournament would also tip-off two days earlier on new partner truTV with an expanded field. The goal was simple the solution multi-layered: use a fully integrated marketing plan to build awareness to activate on all platforms including the creation of a new "sports holiday" (National Bracket Day), use of cutting edge real-time digital marketing and an aggressive integration of social media to embrace choice and eliminate confusion for this rabid fan-base. Join Turner Sports as they provide an inside look at how they shaped the message of this seminal event in cable television history.
Christina Miller Senior Vice President and General Manager, NBA Digital Senior Vice President, Turner Sports Strategy, Marketing, & Programming ___________________________________
CRAYOLA: FINDING YOUR TRUE NORTH - DO YOU KNOW WHAT YOUR BRAND REALLY STANDS FOR? For over a century, the Crayola brand has been synonymous with creativity and kids and both have always been at the center of Crayola's corporate culture. Throughout their history, Crayola products have been inspired by insights from parents, their children and educators which continue to shape the culture of the company today. From the office environment to the "rules for the playground", the company has not lost its roots or focus. Crayola continues to ground itself in its history and is biased for action against the purposeful goal of unleashing the originality in every child. Discover how Crayola understands and articulates their brand identity using integrated marketing in a way that compels change in internal culture and consumer communication.
Vicky Lozano Vice President, Marketing Crayola LLC ___________________________________
DUPONT CREATES DEEPER CONNECTIONS THROUGH INTEGRATED CAMPAIGNS This year, DuPont unveiled a global initiative built around the platform "Welcome to the Global Collaboratory" with a branded content program developed by OgilvyEntertainment. In partnership with the BBC, DuPont and Ogilvy helped create a new series called Horizons. Horizons examines the future of business, looking at the companies around the world that are likely to be making the greatest impact in influencing the way mankind will live and work in the future. DuPont is able to leverage the programming with shorter mini-documentaries that highlight specific DuPont led programs around the world. The integrated effort is about demonstrating DuPont's thought leadership on how the world is changing and the ways in which collaborative innovation between governments, corporations, scientists and others is changing the world. In this session, discover how integrated campaigns with branded content at the center can enable a broader and deeper connection with audiences around the world.
Otto Bell Creative Director OgilvyEntertainment
Erich Parker Global Director, Strategic Corporate Communications DuPont ___________________________________
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