All MKC Content
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Do You Have Pull? Predicting Consumer-Pull Via Emotional Attachment
Marketers seek to understand how consumers select brands and media. According to NewMediaMetrics, comprehending this concept rests in understanding emotional attachment and "pull." Based on academic findings about the attachment between mother and child, NewMediaMetrics provides a quantitative way to measure consumers' emotional attachments to brands and media.
Getting the Most Quality out of Qualitative Research
Properly designed and well managed qualitative research can deliver indispensable strategic insights and valuable marketing guidance when everyone-research users, vendors, and consultants-plays by the rules. The best practices for qualitative research were reviewed in this presentation, including improving group recruitment, managing interview flow, and technique selection.
Learning to Speak Customer: Developing the Right Retail Strategy for a Challenged Economy
Gary Edwards, PhD, EVP, Client Services, Empathica Inc., discussed how their approach has helped organizations survive the economy by arming them with tools that allow them to understand and act on consumer expectations, behavior and perceptions.
The Magic Behind Disney Events
Disney World's Event Director, Special Event Management, Chris Clark shares insights on the magic behind their signature events, their planning processes, and why they are so successful.
Developing a Marketing Library
In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.
Transforming Innovation in Your Organization
This presentation includes practical insights to help you learn how to make innovation work within your organization, including challenging the existing orthodoxies of your business model and the importance of being daring in your innovation practices.
Developing a Marketing Library
In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.
Brave New World of Media
CEO of SelectResources International Catherine Bension explores the new opportunities provided by new media what clients want out of it and how to fufill their desires.
Initiating a Marketing Accountability Program: How You Can Become Your Company's Chief Evangelist
Vice President of MMA Doug Brooks provided a detailed presentation describing how initiate marketing accountability programs that provide results which can aid in the decision making process. He also points out some of the obstacles that can impede or even throw the whole process off track.
Agency Compensation: What's New and What's Next?
While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding.
Insights from the New President and CEO of AAAA
The new president and CEO of AAAA Nancy Hill discusses topics including her vision for AAAA; diversity; the impact of technology; how clients and agencies can improve their working relationships; agency compensation; client requests for ownership of materials during pitches and more.
Advertising Financial Management Conference Creative Keynote
David Lubars is chairman and chief creative officer of BBDO North America. As he sees it, his job is to help BBDO maintain its brilliance in traditional mediums, but also create extraordinary things for clients in mediums yet to be defined.
What Does Success Look Like? The Victory Plan Dashboard
Director of Sales & Marketing Measurement and Reporting at Symantec Llana Metcalf address one of the greatest challenges facing b-to-b marketers--how to work closer, better and more effectively with sales.
Agency Compensation: Creating Profitable Ideas that Everyone Profits From
Managing Director at The Gate Worldwide Beau Fraser and Director of Marketing, Intermediary Business Group at State Street Global Advisors Gary MacDonald discuss an compensation arrangement that rewards the client for effective use of time and penalizes it for inefficiency.
Production Decoupling - An Emerging Industry Trend
Representatives from the Incorporated Society of British Advertisers and World Federation of Advertisers, along with two client-side marketers and an advertising consultant, share their experiences with production decoupling and discuss implications for the U.S.
Agency CEO: Digital Media Agency Costs Are Too High!
CEO of TargetCast Steve Farella explores how clients and agencies can work collectively to improve the interactive media process, reduce the workload and reduce agency compensation fees.
Beyond Social Networks: New Ways of Engaging Consumers With Social Media
If appropriately utilized, social networks have the potential to offer advertisers a variety of value propositions to suit their brand objectives. Credited with building MySpace's advertising platform, CEO and Co-Founder of SodaHead.com Jason Feffer covers the monetization and effectiveness of advertising on social networks.
Financial Management of Integrated Agency Relationships
Vice President of Global Agency Relations at American Express Company Eve Reiter discusses the importance of collaboration between clients and agencies when developing effective integrated marketing campaigns. She also presents a case study and reviews broader industry trends on how to maximize the value of integrated relationships.
Innovation at the Core of the Business Model
Vice President of Global Media and Communication at P&G Bernhard Glock shares P&G's approach to innovation and engages the audience in a discussion about their experiences.
Managing Risk in the New Media Landscape
J. Wood, Partner, Advertising Technology & Media Law, Reed Smith LLP provides an update on advertising laws as it relates to new media
