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.
Ryan Jacoby, Business Designer at IDEO, discussed how his company uses design and innovation to help companies grow and presented a case study from GE.
Pat LaPointe, managing partner of MarketingNPV, discussed steps marketers can take to improve marketing effectiveness and efficiency and provided a template for building the "best" business case.
Lucia Ballas-Traynor, publisher, People en Español, presented the findings from the magazine's 9th HOT (Hispanic Opinion Tracker) Survey.
Eric Jillard, department manager of digital marketing at Mercedes-Benz, and Andy Dutter, vice president of business development for Razorfish, shared their thoughts on best practices for driving efficiency in both the agency selection process and in the contractual/scope of work phase of client-agency engagement.
Kristen Nomura, East and Central Region Manager of Search & Analytics at Google, discussed tools that can help marketers maximize their success in search marketing.
Richard Ettenson, with the Thunderbird School of Global Management, discussed the complicated relationship between marketing and finance.
Eve Reiter and Sal Vitale at American Express discussed ways to continue evolving the role of agency relations and procurement and presented best practices for 2010 planning.
Bill Moult, Found Partner, Sequent Partners, and Jim Spaeth, Founding Partner, Sequent Partners, shared the results of a Video Consumer Mapping Study.
Steve Rubel, SVP of Edelman Public Relations Worldwide, discussed how marketers can use the combination of social networks and search marketing to "pull" consumers into their brands.
Robyn Duval, associate director, national advertising, Verizon Wireless, shared the results of Verizon Wireless' Effie Award-winning campaign, "How Sweet the Sound."
Liz Cahill, VP of Marketing at VF Corporation, shared examples of how Lee and other VF Corporation brands have used advanced analytics to get the greatest value from their marketing budgets,
Nicholas Primola, Senior Vice President, Direct Marketing and Media Optimization, Citizens Bank shared how he was able to successfully optimize their media investment to stretch a limited budget.
Denny's CMO Mark Chmiel and Optimedia's CEO Antony Young discussed how its promotional marketing plan helped revive the Denny's brand.
Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.
Jane Friesen with Razorfish discussed how the evolution of digital tools has created a democratization of production that enables lower costs and more creatively diverse options for making work and presented case studies of digital campaigns.
Minna Rhee of Organic New York discussed her agency's phased approach to its work and presented case studies from Jeep and Bank of America.
GlobalHue's Dale Bramwell discussed how multicultural agencies are able to realize great savings in television productions.