Presentations
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New Business Activity and Agency Search Process Adherence Survey Results
In this session, Tom Finneran, Executive Vice President, Agency Management Services – 4A's, shared the initial findings from the October 2012 survey that was fielded to 4A's members.
WellPoint, Inc. Responds to Consumer Needs in Social
Fabiola Orlowsky, advertising manager, and David Treier, marketing director, WellPoint, Inc., discussed the programs that have distinguished WellPoint as a pioneer in the use of social media within health care.
Case Study: Purex’s ‘Shock and Awe’ at Walmart
Steven Decker, president, Zooka Creative, and Stephen Koven, director of marketing, Henkel Consumer Goods, Inc., shared a case study on the launch of Purex’s natural, crystal-based fabric softener.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
Inside Intuit: Creating Content that Drives Connections
Adrian Parker, director, social, mobile, and emerging media, Intuit, shared how Intuit is restructuring their systems, skills and strategy around a content-first mindset.
Sales and Marketing at Dell: Partnering for Growth
Carla Pineyro, executive director, Latin America marketing, Dell, discussed how marketing and sales aligned to create a proactive demand generation machine.
How Sexy Little Numbers Can Grow Your Business
Dimitri Maex, managing director, OgilvyOne New York, and author of Sexy Little Numbers, discussed how to turn data into actionable strategies that drive real growth and revenues.
Pantone's Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
The Hershey Company: Measuring the Impact of Charitable Efforts on Brand Warmth, Competence, and Behavior
Ed Martin, marketing excellence and CSR insights director at The Hershey Company, shared key learnings from a research study that measures positive brand perceptions, purchase intent, and loyalty from charitable marketing programs.
Volkswagen: The Power of Simple, Human Storytelling
Justin Osborne, general manager, advertising and marketing communications, Volkswagen of America, Inc., and Michael Kadin, executive vice president and group creative director, Deutsch LA, discussed how Volkswagen has leveraged simple, human storytelling to reach a broad audience.
Understanding the Difference Between Agency-Owned and Independent Corporate Trade Companies
Kevin Farkas, EVP, sales and business development, Active International, and Robert Pankuck, SVP, managing director, Active International, outlined the differences between the two models and what to consider when selecting a corporate trade partner.
Oscar Mayer Taste-a-Monials Case Study: Turning Sampling into Sentiment
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
AICE Recommended Practices: Digital Production
Burke Moody, executive director, AICE, and Jeff Drury, chairman, AICE Technical Committee, discussed results of a survey on digital production and presented AICE’s recommended practices for digital production.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
KitchenAid: How a Brand Sponsorship Can Help Change a Community
Deb O’Connor, senior manager, brand experience, Whirlpool Corporation, shared how the KitchenAid brand's presenting sponsorship of the Senior PGA Championship not only created new customers and increased awareness for the KitchenAid brand, but is helping to transform a community in need.
Online Privacy and Online Piracy Update
Dan Jaffe, group EVP, government relations, ANA, and Keith Murphy, vice president, government relations and regulatory counsel, ANA, discussed recent developments related to online privacy and online piracy.
Procter & Gamble Company: Production Insurance Program
Renato Ibarra, advertising production manager, Procter & Gamble Company, discussed the brand’s Production Insurance Program, which covers TV and print production.
Understanding Consumers’ Digital Behaviors
Scott Turner, EVP, agency and advertiser sales, GfK MRI, shared new data on consumers' digital behavior on tablet devices, including iPads and e-readers.
Update on ICANN’s New gTLD Program
Doug Wood, partner, Reed Smith LLP, and Amy Mushahwar, associate, Reed Smith, LLP, shared the latest developments on ICANN’s new gTLD program.
Washington Update
Dan Jaffe, group EVP, government relations, ANA, discussed key issues advertisers will face in 2013, including ad tax deductibility, online piracy and privacy, and food and beverage advertising.
