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Schwab Activates PGA Tour with New Online Documentary Series

Charles Schwab is adding a new activation element to their long-standing PGA Tour sponsorship, according to this IEG report.

Tire Category Gains Sponsorship Traction

Tire manufacturers are continuing to aggressively invest in sponsorships and sponsorship activations, according to this IEG report.

Unilever Enters the Man Cave

Katie Willoth, communications channel manager, Unilever North America, and Ritu Trivedi, managing partner, media director, Mindshare Interaction, discussed the creation of Unilever’s “Man Cave,” a branded gaming experience.

Kodak: Where Is the Money in Newspaper Publishing?

Kodak believes that newspapers can help to make themselves more profitable again by adding gaming components to their pages, as well as increased personalization.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

Unilever’s AXE Brand Successfully Goes Local

In this case study, David Rubin, brand building director, hair U.S., Unilever, and Amish Tolia, co-CEO and founder, Apparel Media, discussed how they successfully engaged AXE Hair’s target demographic through t-shirt sponsorships on college campuses.

Unilever’s AXE Brand Successfully Goes Local

In this case study, David Rubin, brand building director, hair U.S., Unilever, and Amish Tolia, co-CEO and founder, Apparel Media, discussed how they successfully engaged AXE Hair’s target demographic through t-shirt sponsorships on college campuses.

Warc Briefing: Twitter

This report from Warc provides marketers with a crash course in Twitter 101.

PowerPresentation: Leveraging Television for Growth Survey Results

This collection of data charts represent findings from the ANA's “Leveraging Television for Growth” survey. The survey objective was to get a top line view of television advertising, identify key threats and where opportunities for growth exist in the future

Secrets of Activating Your Consumer Segmentation

Scott Turner, SVP of Agency/Advertiser Sales, GfK MRI, Dr. Lauren Tucker, director of Consumer Forensics, The Martin Agency, and Dr. Eamon Boyle, director of Advanced Model and Research Design, The Martin Agency, discussed how activating a consumer segmentation study can pay big dividends and presented a case study on BFGoodrich’s use of customer segmentation.

Secrets of Activating Your Consumer Segmentation

Scott Turner, SVP of Agency/Advertiser Sales, GfK MRI, Dr. Lauren Tucker, director of Consumer Forensics, The Martin Agency, and Dr. Eamon Boyle, director of Advanced Model and Research Design, The Martin Agency, discussed how activating a consumer segmentation study can pay big dividends and presented a case study on BFGoodrich’s use of customer segmentation.

Secrets of Activating Your Consumer Segmentation

Scott Turner, SVP of Agency/Advertiser Sales, GfK MRI, Dr. Lauren Tucker, director of Consumer Forensics, The Martin Agency, and Dr. Eamon Boyle, director of Advanced Model and Research Design, The Martin Agency, discussed how activating a consumer segmentation study can pay big dividends and presented a case study on BFGoodrich’s use of customer segmentation.

Self-Regulation: Why It Matters

This timely ANA Insight Brief looks at the importance of self-regulation to the advertising industry and the recent efforts that have been made towards improving self-regulation, especially in the area of online behavioral advertising.

Yahoo!: Capitalizing on the Creative Canvas

Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.

Yahoo!: Capitalizing on the Creative Canvas

Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.

MillerCoors: A Commercial Mindset

Alpesh Patel, vice president, multicultural marketing, MillerCoors LLC, discussed how MillerCoors has grown Hispanic and African-American sales and volume share more than two times as fast as overall growth through a commercially minded and insights-driven approach.

P&G: Getting Multicultural Right—From Strategy to Execution

Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.

P&G: Getting Multicultural Right—From Strategy to Execution

Ida Liz Chacón, senior marketing manager, ethnic center of expertise, The Procter & Gamble Company, and Graciela Eleta, senior vice president, brand solutions, Univision Communications, Inc., presented best practices and case study examples from their six-step roadmap for brand activation in the multicultural space.

Post Honey Bunches of Oats Cereal Leverages Hispanic Marketing to Break Through the Cereal Ceiling

Mike Foley, brand manager, U.S. Hispanics and export, Post Foods, LLC and Steven Wolfe Pereira, executive vice president and managing director, MV42°, discussed the three “pillars of success” that helped Honey Bunches of Oats become the number one ready-to-eat cereal with Hispanic consumers.

Time Warner: Leveraging Diversity as a Key to Business Growth

Lisa Garcia Quiroz, senior vice president, corporate responsibility and chief diversity officer, Time Warner Inc., discussed the company's plans to make diversity a strategic business imperative and capture growth in multicultural markets.

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