Presentations
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Brightline: How to Make the TV Remote Control Work for Your Brand
Robert Aksman, co-founder and chief experience designer at BrightLine, and Meg Brossy, senior vice president, head of business development at BrightLine, discussed how marketers are utilizing iTV to reach their core consumers with national scale and engagement and in an accountable and measureable way.
Hilton Social Hospitality: Beyond the Front Desk
Vanessa Sain-Diéguez, director, social media planning and integration at Hilton Worldwide, shared insights gleaned from the strategy and launch of the Hilton Suggests program and discussed how the company has utilized creativity and innovation in social media to elevate the customer experience with the Hilton brand.
How Lincoln Financial Put America in Charge
Jamie DePeau, senior vice president and chief marketing officer at Lincoln Financial, and Keith Turco, president of gyro NY, discussed the concept and implementation of the company’s “Chief Life Officer” integrated campaign, with its rallying cry, “You’re In Charge.” Also explained was how the concept was variously translated into national and business print advertising, posters in public spaces, online advertising (including social networking), and television commercials targeted to a range of demographic segments.
REI 1440 Project: Responsive Design and Social Media Case Study
Lindsey Turley, digital strategist at BBDO, presented a responsive design and social media case study on REI’s recent “REI 1440 Project.”
The New Marketing Roles in B-to-B Marketing
Marilyn Reap, research director at SiriusDecisions, shared survey research on how CMOs perceive new and changing B-to-B marketing roles and what this means for marketers.
United States Marine Corps: Improvise, Adapt, and Overcome
Lt. Col. Ralph Hernandez, assistant chief of staff for advertising at the United States Marine Corps, and Marshall Lauck, chief operating officer at J. Walter Thompson, discussed how the U.S. Marine Corps is utilizing social media for recruitment and shared highlights from their “Toward the Sounds of Chaos” campaign.
Mobile and the Multicultural Customer
James Briggs, chief executive officer of Briabe Mobile, Inc., shared key insights from Briabe Mobile’s research into the mobile multicultural consumer, along with a compelling case study on how multicultural consumers use mobile devices.
Seven Shades of Mobile: The Hidden Motivations of Mobile Users
Alec Macki, vice president, BehaviorLens research at InsightsNow, and Vicki Draper, senior manager, consumer analytics and research at AOL, shared counterintuitive findings from an InsightsNow mobile research study, along with tips from America Online (AOL) on how marketers should think about mobile.
The Marriage of Scopes of Work and Agency Compensation
Michael Farmer, chairman of Farmer & Company, LLC, shared ideas on how a scope of work (SOW) can effectively be an integral part of a client-agency relationship, and also the basis for how agencies are compensated.
Marketing ROI in the Era of Big Data
A new study explored changing practices in the utilization of data among marketers. The findings revealed a significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
Adobe: How to Turn Big Data into Your Biggest Asset
Matt Langie, senior director, product and solutions marketing at Adobe Systems, defined big data, discussed the hurdles to enabling big analytics, and offered four strategies to turn big data into your biggest asset.
Advertising Age’s Big Data Trends for 2013
Data control, consumer privacy, government regulation, and other important topics are on the table for this straight talk on the key data issues of 2013.
Columbia Records: Determining the ROI of Music in Ads
Elliot Lum, vice president, strategic marketing at Columbia Records, discussed the company’s research efforts to determine the ROI of music in television commercials.
Gilt Groupe: Using Big Data to Reinvent Shopping
Tamara Gruzbarg, senior director of customer analytics at Gilt Groupe, discussed how the company uses big data to give customers exactly what they are looking for.
Columbia Records: Determining the ROI of Music in Ads
Elliot Lum, vice president, strategic marketing at Columbia Records, discussed the company’s research efforts to determine the ROI of music in television commercials.
Content Marketing Institute: Trends and Best Practices in Content Marketing
Joe Pulizzi, founder of the Content Marketing Institute, presented the latest trends and best practices in content marketing.
Brand Building Innovation in a Digital World
Alex Tosolini, vice president, global eBusiness at P&G, and Alan Godfrey, general manager, North American retail at Bazaarvoice, discussed how P&G brands connect with consumers in a rapidly changing marketplace.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft's leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Forrester's Five Imperatives for Marketing Success in 2013
David Cooperstein, vice president, practice leader serving CMOs and marketing leadership professionals at Forrester Research, Inc., highlighted five trends for 2013. He addressed post-digital marketing, the always addressable consumer, big data, programmatic buying, and video and TV advertising.
Innovation in Brand Building at General Mills
Ami Anderson, director of marketing excellence, health partnerships and platforms at General Mills, discussed how the company is evolving its mindset, marketing, and structure to adapt to the changing marketplace and spur innovation.
