Snapshots
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Scripps Networks: Taking an Innovative Approach to Its Categories
Representatives from Scripps Networks Interactive discussed trends and insights that influenced its business decisions, along with examples of innovation in its home, food, and travel categories.
CenturyLink and the Phoenix Suns Partner to Create Brand Value in the Local Community
Rich Karlis, director, corporate sponsorships, CenturyLink, and Matt Wright, vice president of strategy and operations, marketing partnerships, Phoenix Suns/Phoenix Mercury, discussed the evolution of their partnership as well as how they are working together to elevate program activation and measurement.
How to Best Utilize Push Notifications for Mobile CRM Programs
Location-triggered push notifications are three times more effective than typical push notifications. Josh Rochlin, chief executive officer, Xtify, discussed how brands can effectively utilize this mobile channel to drive loyalty and purchase.
IKEA Embraces Reality TV to Improve Brand Perception
Alia Kemet, U.S. media manager at IKEA, and Chet Fenster, managing partner at MEC Entertainment, discussed how they developed “Fix this Kitchen,” a six episode reality TV series, as the centerpiece of a multiplatform communications initiative to change IKEA brand perception.
Intel: The Creator's Project
Dave Haroldsen, creative director, The Creator's Project, global partner marketing, Intel Corporation, discussed how Intel helped to build The Creator's Project in order to make a connection with 18- to 24-year-olds.
Jenn-Air: Integrated Mobile Campaign Case Study
Brian Maynard, director, brand marketing, Jenn-Air, and Chia Chen, senior vice president, mobile practice lead, Digitas, discussed Jenn- Air’s DesignVision mobile app that lets consumers digitally swap out kitchen appliances.
LifeLock, Inc.: Keeping Brands Fresh and Relevant
Erick Dickens, vice president of marketing at LifeLock, Inc., shared how the company is strategically managing LifeLock's brand to maintain relevancy during the transition from start-up to the accelerated growth phase of business.
Making Magic, Using Logic: Substantiating the Value of Branded Entertainment in the Marketing Mix
Abigail Marks, director, strategy and operations, at OgilvyEntertainment, provided an overview on OgilvyEntertainment’s Branded Entertainment Assessment Model™ and discussed how they are applying the model to measure value for marketers across the industry.
Western Union: Making Smarter Business Decisions Through Research and Measurement
Laston Charriez, senior vice president, marketing, Western Union, and Dr. Mark Friedrich, executive vice president, research, Navigate Research, discussed a recent Western Union partnership with UEFA Europa League, as well as best practices and ways to use research and measurement to make smarter business decisions.
Closing the Loop from Ad Delivery to In-Store Purchases and Leveraging Real World Behavior
Marcus Startzel, GM of North America, Millennial Media outlined how brands can leverage the benefits of mobile advertising to reach and engage with the right consumer, at the right time, in the right place.
24 Hour Fitness Leverages 2012 Olympics Partnership Through Social Media
Kristin Shaff, director, partnership marketing, 24 Hour Fitness, and Matt Day, CEO, Silverfox, discussed their 2012 Summer Olympics sponsorship and how it was leveraged through social media.
Assessing the Price/Value of Your Agency Relationships
Bob Cauley, partner and co-founder, Beekman Associates, and Tim Bajraktari, partner and co-founder, Beekman Associates, discussed how marketers can bring more transparency to their agency relationships via benchmarking.
Charles Schwab: Content Marketing as a New Way to Win Consumers and Influence Their Decisions
Helen Loh, vice president of digital and content marketing at Charles Schwab, discussed the importance of content marketing and shared key insights on team organization, key capabilities needed and what content is most engaging and most shared.
Macerich and Fiat Case Study
Arlan Tarhan, president and CEO, Convergent Alliance, and Jalina Law, assistant vice president, business development, The Macerich Company, discussed how Fiat creatively used inline mall space to drive sales of the new Fiat 500.
Media’s Value Equation
Kathleen Brookbanks, president, OMD East, discussed how media agencies are under increasing pressure to invest more in talent and technology in order to keep pace with the growing complexity of media.
Petco Park Sponsorship Activation: Key Learnings After Nine Years of a 22-Year Contract
Shannon Anderson, field marketing manager, Petco Animal Supplies, Inc., discussed how Petco continues to grow its sponsorship activations to engage with baseball fans, the community, and pet parents.
Six Flags and got2b Bring Style to Non-Traditional Marketing Partnerships
Kathy Alaama, vice president, Henkel North America, and David McKillips, senior vice president, Six Flags Entertainment, discussed how their partnership is driving consumer engagement for Henkel's got2b brand and exposing it to millions of theme park fans nationally.
Good Products Don’t Sell Themselves: How B-to-B Marketers Can Increase Digital ROI
German Sacristan, return on marketing investment developer, manager, America's region, Eastman Kodak Company, discussed how to craft a successful multimedia campaign through personalization and offered 12 ingredients for effective b-to-b marketing.
Greater Than the Sum: How Celebrities Can Cost Effectively Drive Brand Impact
Mark Rodgers, principal, The Clapham Group, and co-founder, MORE Partnership[s], and Jacob Marshall, music artist and manager, co-founder, MORE Partnership[s], discussed how bringing a cultural partner into an existing cause-marketing campaign can help to enhance the results of the campaign for all parties involved.
Measuring Comprehensive Campaigns through Social Analytics and Data Mining
Luann Kohnke, SVP, managing director, R/GA, discussed how social media campaigns can be enhanced by paid media.
