Peter Isaia, director of procurement at Diageo, and Peter Kuhn, managing director of Tag U.S.A., discussed how they use smart centralization and delivery and presented examples of how this tactic is successful.
As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A's.
Peter Kuhn, managing director, Tag USA, and Kate Sturgess, group head of broadcast, Tag USA, discussed the trends surrounding centralized (also known as decoupled) TV production.
Thomas Gallagher, president, Gallagher-Lee Research, discussed the benefits of and the process behind a brand tracking research study.
Representatives from Facebook shared details about the company's new advertising model.
Barbara Bacci Mirque, EVP, ANA, shared the results of the 2009 ANA/MMA Marketing Accountability Survey.
Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.
Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.
Steve Ennen, Managing Director, Wharton Interactive Media Initiative and Lecturer in Marketing, Wharton School, discussed important things marketings should consider when advertising in the social media ecosystem.
Professor Peter S. Fader, The Wharton School, University of Pennsylvania examined the paradoxes now facing social media.
Carl D. Marci of Innerscope Research and David Friedlander from the National Geographic Channel discussed how neuroscience research can be used in measuring marketing effectiveness.
Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.
David Rubin, marketing director of U.S. haircare brands at Unilever, used examples from his brand to demonstrate how digital campaigns can go beyond the 30-second ad.
Chuck Hatsis, the President of Surge Consulting, shared tips for marketers looking to optimize their media budgets in order to save money and redeploy funds to other areas within their marketing plan.
Don Schultz, president of Agora, Inc. and professor emeritus of service at Northwestern University's Medill School, discussed how integrated marketing communications has evolved since the 1980s and presented new approaches for today's marketers.
Larry Albus, Senior Consultant, IEG Consulting and Emily Rogers, Senior Vice President, IEG Advisory Services discussed how IEG's Return on Sponsorship approach is structured and what you need to know for effective measurement.
Roger Adams, Chairman, ANA Brand Management Committee provided the key takeaways from the 2009 brand building conference.
David Kaplan, SVP, Research & Product Development, Nielsen IAG, shared insights based on Nielsen IAG's online advertising effectiveness measurement.
Digital agency compensation is generally two times higher than traditional agency compensation. The 4A's recently released the publication Understanding the Economics of Digital Compared to Traditional Advertising and Media Services to address this issue. Highlights from the publication were discussed by Mike Cordova, senior vice president, CFO, McCann Worldgroup, Asheta Shah, director, business management, McCann Worldgroup, and David Smith, CEO, Mediasmith, in this meeting.
Reena M. Jana, innovation editor at BusinessWeek, and James Utzschneider, general manager of marketing in the unlimited potential group at Microsoft, discussed how trickle-up innovation is helping companies adapt products from the third world for markets in the developed world.