Presentations
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Oscar Mayer: Social Media Case Study
In this session, Lee Maicon, SVP, Insights & Strategy– 360i, the agency behind the campaign, provided a behind-the-scenes look at "The Great American Bacon Barter" and revealed how Oscar Mayer successfully integrated social marketing with a real-world promotion to drive buzz.
Semprae: How to Market a Product You Can’t Talk About
Rachel Braun Scherl, founder of Semprae Laboratories, Inc., discussed the challenges in marketing Zestra, a female sexual health product, in a very limited and highly regulated environment.
Improving Marketing ROI by Properly Leveraging Procurement
Gerry Preece, consultant at External View Consulting Group, co-author of Buying Less for Less, and former global director of Marketing Procurement at Procter & Gamble, outlined key guidelines for having the right marketing procurement approach to deliver results.
Think Like Zuck: Five Business Secrets of Success
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Update: Making Measurement Make Sense (3MS)
In this session, the Media Rating Council explained their role in the industry, recent standard setting activities and the current status of the Making Measurement Make Sense (3MS) initiative.
CES Topline: What Marketers Need to Know
Shelly Palmer, consultant, business advisor, and author of Digital Wisdom, gave a high-level recap of key learnings, trends, and implications for marketers from the 2013 International Consumer Electronics Show (CES).
Dirty Little Secrets of the Ad Biz: How to Get the Best Out of Your Creative Partners
Nina DiSesa, creative management consultant, R3:JLB, and former chairman and chief creative officer of McCann, New York, provided insight into the world of the agency creative department.
Consolidated Edison: Consumer Insights Lead to Collaborative Energy-Efficient Campaign
Adrianne Ortizo, program manager, residential and small business solutions energy efficiency and demand management programs, Consolidated Edison, Inc., and Mei Shibata, chief strategy officer, ThinkEco, discussed the energy company’s promotion of smart air conditioning technology in New York City.
GLUE2020: Busting the Myth of Media Rebates
Morten Pedersen, chairman, GLUE2020, offered industry advice to marketers on media rebates and incentives as they are becoming an increasingly hot topic in the U.S.
Google: The Evolving Media Landscape
Brian Jackson, head of industry, financial services, Google, discussed how the rising trend of the always-on consumer is having a dramatic impact on marketing and advertising.
Insights from Advertisers Who Have Embraced Audits
Jim Garrity, president, Media Audit Council, shared results from a recent Media Audit Council survey and engaged in a discussion moderated by the ANA with Sebastien Slek, procurement group executive director, marketing and indirect, Warner Brothers, and Jaclyn Watling, strategic sourcing senior analyst, Gap Inc., about successfully conducting media audits.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Seventh Generation: Sustainability 3.0
Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.
The Evolution of the Green Consumer
Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.
The New York Times 2012 Cross-Platform News Study
Brian Brett, executive director, Customer Research, The New York Times, discussed findings of a national survey examining the cross-platform behaviors of news consumers.
The Recipe for a Successful Online Community: How Hobart Baked One of Their Own from Scratch
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
Agency Performance Management at Dell
Caroline Briggs, marketing director, global agency management, Dell, Inc., shared a case study on how Dell approached an agency evaluation process from start to finish, including the lessons learned along the way, challenges and successes, and actionable key takeaways.
Intel Corporation Leverages the Global Social Film Experience
Intel and Toshiba partnered to produce the first ever social film, Inside, in 2011. Billie Goldman, partner marketing, Intel Corporation, discussed the making and success of the companies’ second film, The Beauty Inside.
Madam: New Approach to Agency Search Consultancy Model
Michael Lee, former executive creative director, Euro RSCG, and founder, Madam, and Don Hogle, former managing director and senior strategist, Euro RSCG, and consultant, Madam, shared a new and unconventional approach to agency searches that minimizes the major pain points of expense, process, and time that typically occur in agency searches with the elimination of the RFI process.
