Presentations
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iShares' Social Media Evolution
In this session, Eileen Loustau, Director, Digital and Social Media Marketign, U.S. iShares, BlackRock and Joseph Adams, Social Media Coordinator, U.S. iShares, BlackRock discussed how they developed and leverage their digital dashboards to manage campaigns and build their business.
Social Media Marketing: Risks and Rewards
Brad Newberg, partner, Reed Smith discussed the benefits and pitfalls of using social media to connect with customers. He also presented best practices for social media and tips for handling user-generated content.
Understanding How Corporate Trade Can Help Achieve Your Goals
Kevin Farkas, executive vice president, sales and business development, Bill Georges, president, sales and operations, Active International, and Barbara Martino, executive vice president, client development, Active International, explained how corporate trade works and shared examples of how companies have successfully integrated it into their businesses.
Cleveland Clinic: Building a Global Brand through Trusted Content
Paul Matsen, chief marketing and communications officer, Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.
Creating a Worldwide Movement to Build a Brand
Evelyn Neill, executive creative director, Doremus, and Saga Shoffner, vice president, global marketing, Owens-Illinois, discussed their mission to build a glass brand by elevating the glass industry.
Organizing Marketing for Purposeful Brand Growth in the Social Age
Marc de Swaan Arons, founder and executive chairman, EffectiveBrands, shared tools and insights that organizations can apply for purposeful brand growth in the social age.
Embracing the Mayhem: Allstate’s Unconventional Road Trip
Lisa Cochrane, senior vice president of marketing, Allstate Insurance Co., discussed how Allstate’s “Mayhem” campaign has made the brand a leader in the insurance category again.
popchips: Building a Social Brand One Snacker at a Time
Brian Pope, senior vice president, marketing, popchips, discussed how popchips used grassroots and social media marketing to build their brand and generate excitement in the snacking category.
The Coca-Cola Company: Rebuilding Brand Love
Alison E. Lewis, senior vice president of marketing, North America, The Coca-Cola Company, discussed how Coca-Cola rebuilt brand love, recruited a new generation of consumers, and improved the company’s reputation.
Unilever: Creating an Engine for Consumer-Led Growth
Keith Weed, chief marketing & communication officer, Unilever, discussed how Unilever is using it sustainability efforts to change the way it does marketing and drive business results.
LUTA: Making a Difference by Living a Good Cause
Luke Dowdney MBE, CEO and founder, LUTA Limited, discussed his inspiration for this fight wear and lifestyle clothing brand that brings together performance, favela street style, and a genuine social mission.
McDonald’s: Changing Customer Perception in an Inspirational Way
Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.
Procter & Gamble: Winning Brand Elections
Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
Asian Americans: A Consumer Segment You Can't Ignore
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.
The Marriage of Scopes of Work and Agency Compensation
Michael Farmer, chairman, Farmer & Company, LLC, Jane Bittner, global marketing services procurement, Merck & Co., Inc., and Eliana Goncalves, global marketing services procurement, Merck & Co., Inc., discussed how a scope of work (SOW) can effectively be the integral part of the client/agency relationship and the basis of how agencies are compensated.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
Using Augmented Reality to Boost Customer Engagement and the Bottom Line
Eoin Comerford, CEO, Moosejaw Inc., Gary Wohlfeill, creative director, Moosejaw Inc., Greg Gunderson, vice president of business development, SpyderLynk, and Thomas J. Foti, manager of direct mail and periodicals, U.S. Postal Service, discussed how augmented reality can be integrated with direct mail campaigns.
Wall Street’s Perspective on the State of the Media Industry
Brian Wieser, senior analyst, Pivotal Research, shared his perspective on the state of the media industry. Topics discussed include budgets, ecommerce, Facebook, TV advertising, online video, geo-location, and media rebates/incentives.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
