All MKC Content
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.
In this article Richard Benyon of Decideware advocates for an honest and methodical client-agency evaluation.
Alexia Quadrani, Managing Director, JPMorgan discussed the state of the economy and what the future holds.
Brad Casper, President and CEO, The Dial Corporation, shared three case studies detailing Dialï¿½s ability to keep pace with their higher spending competitors.
Steven Goldbach, Global Account Manager, Monitor Group discussed what an integrated marketing model looks like and areas marketers and agencies need to address in order to build the agency-marketing system of the future.
Representatives from P&G discussed P&G's updated agency compensation model called Brand Agency Leader (BAL).