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DPAA Case Studies: Digital Place-Based Media
Case studies from Oppenheimer Funds, Jack in the Box, Hallmark Cards, and Foster’s were presented during a panel discussion about the importance of digital place-based media at the DPAA 2012 Digital Media Summit.
DPAA: Using Technology to Engage Consumers
A panel discussion at the DPAA 2012 Digital Media Summit highlighted examples in which the use of new technologies aided in engaging consumers via digital place-based media.
DPAA: What Will It Take to Grow This Sector?
A panel of industry experts discussed ways to jointly craft a roadmap for future growth in the digital place-based media sector.
Creating a Worldwide Movement to Build a Brand
Evelyn Neill, executive creative director, Doremus, and Saga Shoffner, vice president, global marketing, Owens-Illinois, discussed their mission to build a glass brand by elevating the glass industry.
Discover Financial Services: Finding Opportunity in Adversity
Harit Talwar, executive vice president, president, U.S. Cards, Discover Financial Services, and John B. Adams, chairman & chief executive officer, The Martin Agency Inc., discussed how Discover’s popular “Peggy” campaign gave the brand a friendly, fun personality that helps it compete in the tough credit card category.
Organizing Marketing for Purposeful Brand Growth in the Social Age
Marc de Swaan Arons, founder and executive chairman, EffectiveBrands, shared tools and insights that organizations can apply for purposeful brand growth in the social age.
CMO Roundtable from the Masters of Marketing
Becky Saeger, a former CMO, moderated a discussion featuring the Kellogg Company, Starcom, Subway, and Walmart about the key issues that can lead to success or failure for today's CMO.
Embracing the Mayhem: Allstate’s Unconventional Road Trip
Lisa Cochrane, senior vice president of marketing, Allstate Insurance Co., discussed how Allstate’s “Mayhem” campaign has made the brand a leader in the insurance category again.
popchips: Building a Social Brand One Snacker at a Time
Brian Pope, senior vice president, marketing, popchips, discussed how popchips used grassroots and social media marketing to build their brand and generate excitement in the snacking category.
The Coca-Cola Company: Rebuilding Brand Love
Alison E. Lewis, senior vice president of marketing, North America, The Coca-Cola Company, discussed how Coca-Cola rebuilt brand love, recruited a new generation of consumers, and improved the company’s reputation.
Unilever: Creating an Engine for Consumer-Led Growth
Keith Weed, chief marketing & communication officer, Unilever, discussed how Unilever is using it sustainability efforts to change the way it does marketing and drive business results.
LUTA: Making a Difference by Living a Good Cause
Luke Dowdney MBE, CEO and founder, LUTA Limited, discussed his inspiration for this fight wear and lifestyle clothing brand that brings together performance, favela street style, and a genuine social mission.
MasterCard’s Priceless Creativity: The Evolution of an Iconic Brand
Alfredo Gangotena, chief marketing officer, MasterCard Worldwide, discussed MasterCard’s “priceless” campaign and how it has evolved since 1997.
McDonald’s: Changing Customer Perception in an Inspirational Way
Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.
Procter & Gamble: Winning Brand Elections
Marc S. Pritchard, global marketing & brand building officer, Procter & Gamble, discussed how P&G uses insights, product development, and marketing communications to provide value to its customers.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
Asian Americans: A Consumer Segment You Can't Ignore
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.
The Marriage of Scopes of Work and Agency Compensation
Michael Farmer, chairman, Farmer & Company, LLC, Jane Bittner, global marketing services procurement, Merck & Co., Inc., and Eliana Goncalves, global marketing services procurement, Merck & Co., Inc., discussed how a scope of work (SOW) can effectively be the integral part of the client/agency relationship and the basis of how agencies are compensated.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
Using Augmented Reality to Boost Customer Engagement and the Bottom Line
Eoin Comerford, CEO, Moosejaw Inc., Gary Wohlfeill, creative director, Moosejaw Inc., Greg Gunderson, vice president of business development, SpyderLynk, and Thomas J. Foti, manager of direct mail and periodicals, U.S. Postal Service, discussed how augmented reality can be integrated with direct mail campaigns.
