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.
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.
Jillian Gibbs, founder and CEO of Advertising Production Resources (APR), revealed industry trends for 2013, highlighted insights on key cost drivers and optimizers, and provided a top 10 list for boosting efficiencies.
Author Joseph Jaffe outlined what he believes to be the real role of social media and how it fits with the physical, virtual, and digital worlds.
Ben Blakesley, social media specialist at Vanguard Group Inc., and Eric Haberacker, marketing manager at Vanguard Group Inc., discussed how the Vanguard Group approaches social organization within their company, as well as how content is created and reviewed, and how their team operates.
Mari Hayes, vice president, strategic marketing at Zep Inc., discussed how her company builds effective social media strategies on limited resources.
Eli Goodman, media evangelist at comScore, Inc., discussed what comScore views as the top 10 burning issues in digital.
Julie Brill, commissioner of the Federal Trade Commission (FTC), discussed the FTC’s views on consumer protection, mobile privacy, and data collection, as well as fraud concerns related to the planned expansion of generic top-level domain (gTLD) names by the Internet Corporation for Assigned Names and Numbers (ICANN).
Christine Branin, senior vice president, talent and traffic at The Martin Agency, and Michael Plaut, vice president, assistant general counsel, director of advertising legal services at Interpublic Group, provided examples of what not to do in order to avoid legal trouble, and discussed The Martin Agency’s efforts to bridge the legal education and communication gap through creativity.
Marc Kaufman, partner at Reed Smith LLP, moderated a panel discussion with participants Tom Finneran, executive vice president, agency management services at 4A’s, Joshua Goodman, general counsel at Digitas, and Allen Yee, counsel for intellectual property litigation at The Coca-Cola Company, on ways in which the advertising industry can become a player in the patent marketplace to reduce the ability of Non-Practicing Entities (NPEs) to arbitrage patents that could be asserted against advertisers and agencies.
Doug Gansler, Attorney General of Maryland, and president of the National Association of Attorneys General (NAAG), discussed the issue of privacy in the digital age.