All MKC Content
David Sommer with MEC Retail discussed how marketers can use shopper marketing and in-store media to drive sales and build brand equity.
Julie Bustos, Senior Partner for Interactive Systems, The Lacek Group (The Loyalty Marketing Practice of OgilvyOne Worldwide), shared the four primary principles of loyalty marketing in the digital age.
Joseph Jaffe, President and Chief Interrupter, Crayon, discussed how communication differs from conversation in the world of social media.
Matt Egol with Booz & Co. discussed how marketers and retailers can use in-store media to drive greater innovation and more effectively reach consumers.
Carole Walker and Osher Hoberman with Mars presented a case study of a campaign for Skittles candy that utilized Twitter and other social networking tools.
Rich DelCore, Finance Director, Global Marketer, P&G, led a discussion about P&G's new agency compensation model—the Brand Agency Leader (BAL).
Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes
Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.
Danny Sullivan, Editor-In-Chief, Search Engine Land provided hints on optimizing and refining the search marketing strategy.
Steven Goldbach with Monitor Group discussed integrated marketing and suggested three areas marketers and agencies need to address in order to build the agency-marketing system of the future.
Alexi L. Sarnevitz, Senior Director Retail Strategy Global Retail Practice at SAS Institute, discussed how marketers can use retailer customer centricity to drive sales and presented case studies of successful retailers.
Diane M. Gibbons, Team Leader, Agency Management, Pfizer, Jim Akers, Global Category Lead, Creative Agencies & Director, WW Procurement, Pfizer, and some of their agency partners discussed the evolution of the creative agency scope of work at Pfizer.
Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.
Integrating Traditional and Digital Media: Understanding How Agencies and Marketers Can Work Better Together
Bill Duggan, EVP, ANA, shared the results of a joint survey with the AAAA and Bellwether Leadership Research & Development on integrated marketing.
J. Francisco Escobar, Founder, JFE International Consultants, led a panel discussion focused on the role and future of the procurement or strategic sourcing function.
ANA Telephone Directory Committee chairperson Janice Lucente of Allstate provided a Yellow Pages industry update covering: performance by publisher, references, companion directories, directory extensions, market share, revenue, stock performance, industry leadership changes, new technology, key publisher strategies, and a 2009 lookout.
Moray MacLennan, CEO Worldwide, M&C Saatchi, and President, Institute of Practitioners in Advertising (UK), shared the results of a survey recently conducted by M&C Saatchi, which broke consumers into eight groups based on their responses to the ongoing recession.
Peter Cassat of Dow Lohnes PLLC discussed the FTC's 2009 Self-Regulatory Principles for Online Behavioral Advertising report and reviewed attempts by lawyers and regulatory agencies to balance the interests of advertisers with the privacy rights of consumers.
Sarah Armstrong, Director of Worldwide Media & Communications Operations at the Coca-Cola Company, shared the principles behind TCCC's transition to value-based agency compensation.
Liliana Gil, Director of Worldwide Marketing Services, Johnson & Johnson Pharmaceutical Services, and Armando Martin, Founder & Partner, XL Edge, discussed Johnson & Johnson's new multicultural marketing platform.
This article explains the importance of a well structured contract and provides guidelines on how advertisers and agencies can collaborate to write one.