Robin Seward, vice president, brand marketing at Arby’s Restaurant Group, Inc., discussed how finding your brand’s center is essential to innovation that is broad but also relevant.
Rob Aksman, founder and chief experience officer at BrightLine, discussed the latest developments in smart TV that every marketer should know.
To stave off extinction, Ball Park invented a new category to target guy time.
Dick’s Sporting Goods developed deep insights surrounding sports to create meaningful content that connected with athletes and helped the brand to increase both awareness and sales.
Stephen Adler, chief imagineer at Charity Brands Consulting, discussed the ROI of corporate social responsibility.
The 200-year-old U.S. Postal Service needed a refresh in order to become relevant to today’s consumers.
Steve Greenberger, chairman of The Business Advisory Group, and Mark Green, vice chairman of The Business Advisory Group, reviewed the current status of data utilization in marketing mix modeling, the holes that need to be filled, and examined what needs to be incorporated when constructing the next generation model.
Shirish Dant, head of consumer marketing and market insights of EmblemHealth, David Magrini, vice president of Merkle, and Shiv Gupta, senior director of analytics at Merkle, shared a case study on how EmblemHealth took advantage of big data and turned it into actionable results.
Tina Moffet, industry analyst at Forrester Research, Inc., discussed the best way to harness big data to drive more effective consumer measurement, and ways in which it can help organizations create a more relevant relationship with your customers by learning what big data is and how it is currently being used, how firms are leveraging big data, and industry best practices around big data measurement.
Rishi Bhandari, marketing ROI practice leader at McKinsey & Company, shared key trends in big data, including its impact on the future of marketing and sales, industry success stories, and pragmatic approaches for companies to gain a competitive advantage in this space.
Susan Yan Tang, marketing director of U.S. oral care at Johnson & Johnson, and Cathy Clift, executive planning director and head of strategic planning at JWT NY, discussed how Band-Aid leveraged augmented reality to drive brand value and sales through its Magic Vision app.
Effie Worldwide discusses key insights learned from the 2013 Effie Awards North American competition.
Mizuno had just seven percent brand favorability, a running shoe that felt hard and stiff on the sales floor, and one percent of the industry’s ad spend. Knowing that runners who log more than 20 miles a week would prefer Mizuno shoes if they could just run in them first, the brand developed a word-of-mouth campaign that put shoes on running feet, and both favorability and store sales increased.
Niharika Shah, vice president of marketing and advertising strategy at Prudential Financial, and Zach Foster, brand strategy director at Droga5, discussed Prudential’s Day One campaign and how it generated significant brand reappraisal, as well as an increase in brand awareness, consumer engagement, and positive messaging response.
Radha Subramanyam, executive vice president, insights and analytics at Clear Channel Media, presented key findings of a study on the listening habits and expectations of today’s consumers.
Bill Duggan, group executive vice president at ANA, and Kimberly McNeil-Downs, vice president of operations and vendor management at Fidelity Communications + Advertising, discussed the findings of an ANA survey on in-house agencies.
Jillian St. Charles, vice president at HGTV.com and HGTV Gardens, and Abbi McCollum, programming director at HGTV.com, discussed how the brand uses Pinterest and Instagram.
Mark Weinstein, vice president, strategy and loyalty at Hilton Worldwide, discussed how Hilton is driving better customer experiences through its loyalty program, by personalizing engagement with smart data, and by utilizing mobile and social technology.
Karissa Lim, brand manager at White Wave Foods, discussed how the company is innovating its Horizon brand beyond dairy, and James Clarke, CEO of Room 214, discussed the importance of brand storytelling in the post-advertising age.
Kaaren Hanson, vice president, design innovation at Intuit, discussed the company’s culture of innovation, including the successful use of rapid experimentation.