John Neukom, brand manager at Capital One Bank, and Jim Andrews, senior vice president of content strategy at IEG, discussed sponsorship best practices and how Capital One consolidated its sponsorship properties from 200 to 20.
Peter O’Reilly, vice president, fan strategy and marketing at the National Football League, shared insights on how the NFL integrated leading brands into their marketing and events, driving unique fan engagement among key demographics for their partners and themselves.
Maria Miller, senior vice president, marketing at Norwegian Cruise Line, and Chris Moseley, senior vice president, product management and brand oversight at Rockettes, MSG Entertainment, discussed how the entertainment icons the Rockettes partnered with Norwegian Cruise Line to introduce its newest ship, Norwegian Breakaway.
India Wooldridge, vice president and deputy director of McCann Truth Central at McCann, discussed findings from a recent survey that details the perceptions and misconceptions about advertising in 2013.
Greg Colando, president of FLOR, Jennifer Roberts, retail marketing manager at FLOR, Teresa Hanson, director of marketing and special programs at FLOR, and Patrick Skertic, director, marketing and new business development at FLOR, discussed how FLOR transitioned from a direct mail and web-focused business to a multi-channel retailer by observing and responding to their customers’ shopping behavior.
Marianne Quinlan-Sacksteder, director of AMG Strategic Advisors at Acosta Sales & Marketing, and Liz Sanderson, vice president of strategy and insights at Univision Communications Inc., discussed key takeaways from their joint study of the shopping attitudes and purchase behaviors of Hispanic shoppers, including how they budget and spend, their cultural influences, susceptibility to marketing, use of technology, and attitudes towards food.
Joseph Jaffe, author of Flip the Funnel, discussed the concept of Z.E.R.O., where in a perfect world your media budget would be zero, both literally and figuratively in the form of an acronym that stands for zealots (advocacy), entrepreneurship (innovation), retention (customer centricity), and owned assets (moving from tenant to landlord).
Joe Pulizzi, founder of Content Marketing Institute, covered a brief overview of content marketing, analyzed the latest research and biggest challenges for content marketers, and shared case studies on content marketing strategies and tactics that work.
Alice Marder, senior manager, integrated marketing at Cars.com, and Jen Leemis, senior manager, brand marketing at Cars.com, discussed how Cars.com created an integrated campaign that resonated with both B-to-B and B-to-C audiences.
Jennifer Healan, group director, integrated marketing content at Microsoft Advertising, discussed Coca-Cola’s 2013 Super Bowl ad.
Kathy Wholley, director of advertising and communications at Domtar, Matt Ferguson, managing partner at Eric Mower + Associates, and Paige Goff, vice president, sustainability and business communications at Domtar, discussed how Domtar, a global leader in office paper, transformed a commodity into brand value and created brand demand and differentiation.
Laurie Greene, vice president, media director at Union Bank, shared the ANA West Coast Media Leadership Committee’s research on media excellence.
Jeff Eisenhart, vice president, leisure sales and marketing at MGM Resorts, International, and Noah Tratt, global vice president of Media Solutions at Expedia, Inc., discussed the Las Vegas Vacation Planner microsite, designed to market MGM’s 13 properties and attractions.
Natasha Hritzuk, global director of research and insights at Microsoft Advertising, and Kelly Jones, head, global thought leadership, research program at Microsoft Advertising, discussed Microsoft’s Cross-Screen Engagement Study.
Jodi Lipe, executive vice president of marketing at POPSUGAR, and David Grant, president of POPSUGAR Studios, discussed how the brand seamlessly combines content and commerce to the delight of their fans.
Lara Peterson, vice president of marketing, healthcare at Kaz, Inc., and Sarah VanHeirseele, vice president of digital at Blue Chip Marketing Worldwide, discussed a fully-integrated campaign for Vicks which featured a hyper-targeted mobile experience to drive moms to retailers to purchase their new thermometer during the lowest flu season on record.
Marah Lidey, digital engagement manager at DoSomething.org, and Sam McKelvie, head of mobile strategy at Mobile Commons, shared how they engage and retain teens as well as measure and expand DoSomething.org’s programs with teens via mobile messaging.
Paul Blakely, CEO of Velocity Worldwide, and his partner at NASCAR, Mike Kusak, showcased how NASCAR is working with Velocity Worldwide on a program taking place at the end of 2013 around NASCAR’s “Champions Week” that links fan engagement with consumer intelligence for NASCAR’s partners.
Kelly Peters, vice president, integrated insights and strategies at Post Foods, and Damon Ragusa, founder and chief strategy officer of ThinkVine, discussed how ThinkVine helped Post Foods to understand, target, reach, and measure relationships with their customers in a data-driven marketplace.
Craig Geller, senior vice president of ad sales at NUVOtv, and Robert Miner, president of Miner & Co. Studio, discussed how to connect with the Modern Latino segment of the Hispanic population.