Snapshots

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Searching for the Right Digital Agency: A Procurement and Marketing Partnership Initiative

Lisa Spector, senior vice president, head of business delivery at RBS Citizens Bank, discussed how procurement led a recent review for an interactive marketing agency.

The Value of Corporate Philanthropy: Beyond the Social Impact

Stephen Adler, chief imagineer at Charity Brands Consulting, discussed the ROI of corporate social responsibility.

U.S. Postal Service Drives Growth Through Integrated Marketing

The 200-year-old U.S. Postal Service needed a refresh in order to become relevant to today’s consumers.

B-to-B Content Marketing: the 3M ESPE Journey

Mariana Quiroga, global business unit director at 3M, and Keith Haig, global digital marketing leader at 3M, discussed 3M ESPE’s content marketing journey.

Case Studies: Using Data to Compliment a Content Strategy

Meade Camp, vice president of integrated and strategic partnerships at AT&T AdWorks, discussed ways brands are leveraging content investments, targeting through content (perception versus reality), complimenting content “buys” with better science, and increasing efficiency and return on investment for TV campaigns.

General Mills: Building a Brand Through Strategic Content

Erin Anderson, interactive marketing manager at General Mills, shared how General Mills built Tablespoon.com, a General Mills food and recipe website, by developing a solid content strategy focused on key elements, such as brand purpose, brand pursuits, focused targets, and tone/voice.

Target: Insights and Best Practices in Content Marketing

Melissa Schoenke, director of media strategy at Target, shared Target’s approach to content and media, along with examples of how the brand leveraged partnerships and a mix of communication channels to drive sales.

Bridging Big Data and Marketing Mix Modeling

Steve Greenberger, chairman of The Business Advisory Group, and Mark Green, vice chairman of The Business Advisory Group, reviewed the current status of data utilization in marketing mix modeling, the holes that need to be filled, and examined what needs to be incorporated when constructing the next generation model.

City of Hope: Cause Marketing 101

Mary Sadeghy, senior director of marketing and business development at City of Hope, shared best practices, success stories, and the fundamentals that organizations should explore in cause marketing.

Emblem Health Leverages Big Data for Insights that Drive Measurable Results

Shirish Dant, head of consumer marketing and market insights of EmblemHealth, David Magrini, vice president of Merkle, and Shiv Gupta, senior director of analytics at Merkle, shared a case study on how EmblemHealth took advantage of big data and turned it into actionable results.

Forrester Harnesses Big Data to Deliver Relevant Consumer Measurement and Insights

Tina Moffet, industry analyst at Forrester Research, Inc., discussed the best way to harness big data to drive more effective consumer measurement, and ways in which it can help organizations create a more relevant relationship with your customers by learning what big data is and how it is currently being used, how firms are leveraging big data, and industry best practices around big data measurement.

Marketing ROI: The $200 Billion Opportunity

Rishi Bhandari, marketing ROI practice leader at McKinsey & Company, shared key trends in big data, including its impact on the future of marketing and sales, industry success stories, and pragmatic approaches for companies to gain a competitive advantage in this space.

Meaningful Marketing: The New Heart of Corporate/Nonprofit Partnerships

Chris Sinta, director of consumer promotions and sponsorships at ConAgra Foods, and Jim Andrews, senior vice president of IEG, shared insights on brands that have achieved results with meaningful marketing, including ConAgra and its Child Hunger Ends Here platform.

Whirlpool Corporation Activates Cause Marketing

Brian Maynard, director of brand marketing at Jenn-Air, and Deb O’Connor, director of global corporate reputation and community relations at Whirlpool, shared a case study from KitchenAid’s long-running Cook for the Cure program.

Johnson & Johnson: Re-Imagining the Band-Aid Brand

Susan Yan Tang, marketing director of U.S. oral care at Johnson & Johnson, and Cathy Clift, executive planning director and head of strategic planning at JWT NY, discussed how Band-Aid leveraged augmented reality to drive brand value and sales through its Magic Vision app.

Key Insights from 2013 Effie Awards

Effie Worldwide discusses key insights learned from the 2013 Effie Awards North American competition.

Mizuno Uses Word-of-Foot Marketing to Propel Their Brand

Mizuno had just seven percent brand favorability, a running shoe that felt hard and stiff on the sales floor, and one percent of the industry’s ad spend. Knowing that runners who log more than 20 miles a week would prefer Mizuno shoes if they could just run in them first, the brand developed a word-of-mouth campaign that put shoes on running feet, and both favorability and store sales increased.

Prudential Paints a Real Picture of Retirement in America

Niharika Shah, vice president of marketing and advertising strategy at Prudential Financial, and Zach Foster, brand strategy director at Droga5, discussed Prudential’s Day One campaign and how it generated significant brand reappraisal, as well as an increase in brand awareness, consumer engagement, and positive messaging response.

The State of Listening Today

Radha Subramanyam, executive vice president, insights and analytics at Clear Channel Media, presented key findings of a study on the listening habits and expectations of today’s consumers.

GES: Creating Connections to Elevate Brand Experiences

Debra Goodlett, vice president of business development at Global Experience Specialists, discussed the four key elements of creating successful marketing events: strategic planning, content design, emerging technology, and social media integration.

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