Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.
Doug Wood, a partner at Reed Smith, detailed issues that advertisers should look for in celebrity contracts and outlined the new commercial service fee.
Lisa Smith, marketing competencies director, Mars U.S., and Carole Walker, director, integrated marketing communications, Mars U.S., shared Mars' strategy for integrating their communications plans.
The Kodak FAST Program: How Employee Ambassadors Transformed Kodak by Treating Everyone as their Customer
Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.
Bonnie Carlson, president, Promotion Marketing Association (PMA), discussed the PMA's efforts to better promote and understand integrated marketing.
As minority groups increase in size, companies will have to promote diversity internally and manage it successfully. Multicultural marketers presented case studies of companies that are excelling in this area.
Royce A. Wills, marketing director of innovation, Coors Brands, MillerCoors LLC, discussed the successful launch of Coors Light's cold activated can in 2009 and the innovation strategy behind it.
A presentation by John Stevens and Rich Sherwood from Sanofi-Aventis covered agency interactions and relationship management.
Rob Halsey, VP of marketing innovation at SAP, discussed how companies can use virtual events to cut costs and expand the reach of physical events.
Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, lists essential do's and don'ts for the social media tools YouTube, Facebook, and Twitter.
Dan Jaffe, EVP of Government Relations at ANA, discussed how politics and governmental regulations impact the pharmaceutical industry.
Andrew Ward with Comcast and Mark Mitchell and Bruce Dennler with Canoe discussed how they're working to bring addressable and interactive advertising to national and cable television marketplaces.
Creating Big Ideas that Drive Business Starts with Consumer Insights but Depends on Flawless Execution
Laurie Profilio Sass, SVP, digital marketing, Bank of America, and Marc Oliver Berger, director, engagement management, Organic, Inc., discussed Bank of America's 2009 student banking campaign.
Casey Jones, cofounder & CEO, Jones & Bonevac, discussed the need for marketers to improve the briefs they disseminate to their agencies of record.
Colonel Casey Wardynski, Director of the U.S. Army's Office of Economic Manpower, discussed the challenges inherent in marketing the U.S. Army.
Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.
Farmers Insurance and its agency have worked together on branding and community outreach to strengthen Farmers' brand efforts in local markets, sponsorships, and communities.
In order to better establish benchmarks on practices and perceptions related to agency performance evaluations, ANA conducted a member survey. The survey findings report on incidence/frequency, types of agencies evaluated, evaluation criteria, benefits, recent improvements/adjustments, specific best practices, and more.
Brand.net COO Andy Atherton discussed how focusing on quality, scale, and value can help ensure page-level quality for marketers' media buys.