Michael Zimbalist, vice president of research and development at The New York Times Company, and Steve Shalit, vice president of research and development at The New York Times Company, shared insights and recent research regarding the enormous opportunity mobile presents to advertisers.
Mike Kolko, director of production tax incentive at CAPS Payroll, identified the key states most beneficial to advertisers by exploring the nuances of their commercial production tax incentive programs.
Al Roehl, founder of the StepAhead Group, provided proven, practical ideas to prevail over marketing procurement problems, promote relationships, and make progress on business priorities.
Nick Thakkar, director of strategic sourcing at MDC Partners, shared how agencies, internal procurement, and clients can work together to maximize the marketing investment and foster innovation.
Lucas Herscovici, vice president, digital marketing for North America at Anheuser-Busch InBev, discussed how Anheuser-Busch InBev leveraged content, social, and real-time targeted ads to drive business ROI.
Doug Busk, director of connections innovation at the Coca-Cola Company, discussed how the brand continually innovates in real-time marketing and technology through crowdsourcing, content curating, and consumer delight.
Victor Lee, vice president, global digital marketing at Hasbro, discussed how the brand leveraged “right now” moments by managing its digital channels like a 24 hour news organization.
Marcy Cohen, vice president, social media and influencer engagement at MasterCard, discussed how the brand leveraged its “conversation suite” to collect, analyze, and act on relevant real-time social conversations.
Lee Nadler, marketing communications manager at MINI, shared examples of MINI’s creative real-time marketing, from social volleys with other brands to turning a moving car into a live concert venue.
Michael Kotick, senior brand manager at Nestlé Purina, and Ian Shafer, CEO of Deep Focus, described Purina’s real-time approach to proactively delivering personalized content via Twitter.
Debra Aho Williamson, principal analyst of social media at eMarketer, explained how companies can move real-time marketing beyond the social sphere.
Jonathan Hoffman, president of experience design at Starcom MediaVest Group, and Bohb Blair, senior vice president of experience design at Starcom MediaVest Group, shared four examples of real-time experience design.
Paul Macaluso, chief marketing officer at Moe’s Southwest Grill, discussed the casual restaurant franchise’s search for a media agency of record and best practices it learned along the way.
Eve Reiter, vice president of marketing category management and agency relations at American Express, discussed balancing considerations required to optimize integration and output within an organization as well as with agencies.
Jim Nail, principal analyst at Forrester, discussed agency coordination as it relates to leveraging specialized talent, client-led artistic vision, and the improvisational model.
Tom Finneran, executive vice president of agency management services at the 4A’s, led a roundtable discussion on a rational approach to agency conflict management policy, featuring Matt Anthony, president of Y&R North America; Laurie Coots, former chief marketing officer at TBWA/Worldwide; Lauren Crampsie, worldwide chief marketing officer at Ogilvy & Mather; and Chris Shumaker, executive vice president and chief marketing officer at Draftfcb North America.
Microsoft Finds Missed Opportunities for Marketers in the Consumer Journey Through Innovating Analytics
Ivy Esquero, thought leadership manager of global consumer insights at Microsoft, discussed the brand’s new cross-screen approach to big data, and the insights gleaned.
Burke Moody, executive director at AICE New York, offered insights into how brands can maximize value in post-production.
New Developments in the Payment of Non-Union Crew in Commercials and Other Employment-Related Issues
Alex Blum, chief strategy and innovation officer at APR Management, shared his views on the implications of newly passed labor laws regarding overtime and what he saw as the solution.
John Lipuma, CEO of PostAds Group, discussed many of the newly formed advertising entities and how they could affect the marketing landscape in 2014 and beyond.