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.
Larry Light, chief brands officer at InterContinental Hotels Group, discussed how building brand preference is the company’s new business mission.
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.
Sonja Mathews, vice president, marketing research and competitive intelligence at USAA, discussed how USAA differentiates itself from the competition by listening to the voices of its members.
Kat Smith, director, social media and commerce at Petco, discussed their social media video program.
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.
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.
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.
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.
Stacy Poliseo, Internet marketing manager at Johns Hopkins Medicine, and Aaron Watkins, director, Internet strategy at Johns Hopkins Medicine, discussed how embracing digital and social technologies has enabled them to connect with people around the world and demonstrate the promise of medicine.
Cory Munchbach, director, digital media at Forrester Research Inc., discussed digitally disruptive trends and key lessons for marketers operating in the digital space.
Stacy K. Marcus, associate, advertising, technology, and media law at ReedSmith LLP discussed all aspects of negotiating contracts with celebrities, including obligations, logistics, and other concerns.
Lee Nadler, marketing communications manager at MINI USA, discussed how MINI engages with owners and prospects in ways that go beyond traditional marketing by playing with convention in a “not normal” way and creating socially sharable content.
Dan Mecchi, director, digital media, Under Armour, and Steve Red, chief creative officer, Red Tettemer + Partners, discussed how Under Armour leveraged social franchises instead of traditional ad campaigns to build their brand.
Richard Benyon, CEO of Decideware, Yoandra Mordan, finance manager at Johnson & Johnson Global Marketing Group, and Stuart Sueltman, associate director, agencies procurement at Johnson & Johnson Group of Consumer Companies, discussed how evaluation and scope of work processes can be used to leverage better agency relationships.
Ricardo Quintero, senior global brand manager at Logitech, and Jason Reigel, senior marketing procurement manager at Logitech, discussed how Logitech produces creative videos in a structured environment, and shared a webcam campaign case study.
Michael Lee, former executive creative director at Euro RSCG and founder of Madam; Don Hogle, former managing director and senior strategist at Euro RSCG and consultant at Madam; and Becky Saeger, marketing strategist and advisor and former chief marketing officer at Charles Schwab, shared a new and unconventional approach to agency searches that minimizes the major pain points of expense, process, and time that typically occur in agency searches with the elimination of the RFI process.
Rudy Rodriguez, senior director, multicultural at MillerCoors, defined and discussed the total market approach to marketing.
Stephen Palacios, executive vice president, director Hispanic practice at Cheskin Added Value, discussed the total market as an evolving concept reflecting the shift in ethnic demographics and psychographics in the U.S. consumer market.