Snapshots
Cotton Incorporated: Leveraging Bloggers and Crowdsourcing to Build Brand Experience
Marissa Barlin, co-director, consumer marketing, strategic alliances at Cotton Incorporated, and Mandi Zansky, associate creative director at Jack Morton Worldwide, discussed Cotton’s 24 Hour Runway Show and the use of bloggers to curate content and build brand momentum.
Precision Marketing + Big Data = Lower Costs, Higher ROI
Sandra Zoratti, vice president, marketing at Ricoh, Inc., discussed how data-driven marketing allows marketers to reduce costs and increase return on investment.
A Movement, Not a Message: Creating Real Momentum in Positioning Your Brand
John Marshall, senior partner, global director of strategy at Lippincott, discussed six ways marketing can create an internal movement to drive brand leadership externally.
Legal Update: Developments from Europe
Huw Morris, associate at Reed Smith LLP, discussed developments in Europe, including copyright, advertising, and consumer privacy regulation.
The Clearance Process for Commercials
Marilyn Colaninno, director of rights and clearances at Reed Smith LLP, provided an overview of the network clearance process and discussed helpful tips for marketers.
Washington Update
David Buzby, director, government relations at ANA, discussed the latest issues and developments in Washington regarding ad taxes, “do not track,” food advertising, and ICANN’s top-level domain program.
Honest Tea Drives Growth Through Authenticity and Social Responsibility
Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.
Procurement Collaboration Success Case Study
Sean Dowd, senior manager global strategic sourcing, and Mariann Coleman, global relations and performance at Intel Corporation, discussed the evolution of their marketing and marketing procurement relationship.
ADT: The Power of Content Marketing
Tony Wells, chief marketing and customer officer at ADT Security Systems, discussed how the company has moved from direct response TV advertising to using strategic content partnerships to reach consumers in new and different ways.
Cleveland Clinic: Building a Global Brand
Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.
Denny’s: Rejuvenating an American Icon
Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.
InterContinental Hotels Group: Leading a Global Marketing Transformation
Larry Light, chief brands officer at InterContinental Hotels Group, discussed how building brand preference is the company’s new business mission.
Procter & Gamble’s Tide: Newsdesk Marketing
Sundar Raman, marketing director, North America fabric care at Procter & Gamble, discussed the Tide Newsdesk and how it has helped build the Tide brand in real time.
Microsoft Advertising: Top Ways Marketers Can Leverage Cross-Platform Engagement
Natasha Hritzuk, global director of research and insights at Microsoft Advertising, discussed Microsoft’s Cross-Screen Engagement Study.
ANA Member Social Snack Pack: Petco
Kat Smith, director, social media and commerce at Petco, discussed their social media video program.
ANA Member Social Snack Pack: Social Selling: City National Bank
Mark Middlebrook, senior vice president interactive marketing at City National Bank, discussed a training program which they used to educate their sales force about using social media as a tool for prospecting clients.
Herbalife and LA Galaxy Get Social
Scott Carlis, vice president, digital and social media at AEG Global Partnerships, discussed The 3rd Kit Contest, a recent social media campaign undertaken in partnership with Herbalife, their corporate sponsor.
Amtrak: Making Travel More Rewarding for All
Julia Quinn, director, social media at Amtrak, discussed how Amtrak’s digital and social media strategy connects to customers at all lifecycle touch points.
Five Lessons from Five Years: What the 2012 Presidential Campaign Can Teach Marketers About Big Data
Joe Rospars, co-founder and creative director at Blue State Digital and chief digital strategist at Obama for America, and Stephen Muller, associate vice president of strategy at Blue State Digital and director of video at Obama for America, discussed the campaign’s winning digital strategy.
How Allstate Leverages Big Data
Keary Phillips, senior Internet marketing program manager, Allstate, and George John, CEO, Rocket Fuel, discussed how they are leveraging big data to successfully build the Allstate brand.
