Tim Cunningham, senior partner at Lippincott, San Francisco, discussed how to leverage your brand to create deeper engagement in your integrated marketing campaigns.
Dan Jaffe, group executive vice president, government relations at ANA, discussed the latest developments surrounding the planned expansion of generic top-level domain (gTLD) names by the Internet Corporation for Assigned Names and Numbers (ICANN), online privacy, and state advertising taxes.
Martin Frost and Kenny Hulshof, both shareholders at Polsinelli Shughart PC, discussed tax reform and the congressional debate surrounding spending reductions.
Senator Mark Pryor (D-AR), chairman of the Communications, Technology, and the Internet Subcommittee (CTI) of the Commerce, Science, and Transportation Committee of the United States Senate, provided an update on the present focus of the subcommittee for addressing advertising and privacy concerns in today’s online marketplace.
Ted Hissey, senior vice president, consumer planning, innovation and global marketing services at Brown-Forman Corporation, discussed the company’s digital marketing strategy and organization. Case studies about how Brown-Forman crafted the digital identities of Jack Daniel’s and Southern Comfort were also shared.
Guy Tsutsumoto, senior procurement manager at Microsoft Corporation, Chad Nesland, senior category manager, technical services at Microsoft Corporation, and Jeff Baccetti, senior category manager, GPG technical services management at Microsoft Corporation, discussed how Microsoft’s digital efficiency program improved the quality of the brand’s digital production and reduced digital deployment costs.
In 2012, Cleveland Clinic launched a robust new health, wellness and medical blog for healthcare consumers, called Health Hub from Cleveland Clinic, which features content written or approved by its doctors and other experts.
Erich Marx, director, website and social media marketing at Nissan North America, Inc., discussed the car manufacturer’s social media best practices and lessons learned.
Kevin Nalty, YouTube “webstar” and former marketing director at Janssen Pharmaceuticals, a Johnson & Johnson company, shared a case study from Janssen and a roadmap for marketers to follow to create online video.
Papa John’s formula for digital success is that great pizzas + great connected technology = great revenue. Jim McDonnell, director, digital marketing at Papa John’s International, Inc., discussed how the company chooses which channels to engage customers and its digital connectivity best practices.
Elliot Lum, vice president, strategic marketing at Columbia Records, discussed the company’s research efforts to determine the ROI of music in television commercials.
Brandon Rhoten, director of digital marketing at Wendy’s International, Inc., discussed how Wendy’s calculates the effectiveness of its digital marketing.
Bob Cauley and Tim Bajraktari, partners and co-founders of Beekman and Associates, discussed a recent presentation from WPP on overhead rates.
Enhancing Avon Fragrance Concept Testing: Integrating Rational Purchase Interest and Emotional Purchase Drive
Denise Feitosa, manager global fragrances, insights and market intelligence at Avon Products, Inc., and David Forbes, president and CEO of Forbes Consulting Group, discussed how the Forbes Consulting Group helped Avon test fragrance concepts in a new and exciting way by measuring emotional responses.
George Ivie, president and CEO of Media Rating Council, Inc. (MRC) discussed the status of the cross-platform measurement initiative Making Measurement Make Sense (3MS), which was launched in 2011 by the ANA, the Interactive Advertising Bureau (IAB), and the 4A’s in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media.
Lindsey Turley, digital strategist at BBDO, presented a responsive design and social media case study on REI’s recent “REI 1440 Project.”
Brian Wieser, senior research analyst at Pivotal Research Group, shared Pivotal’s perspective on trends influencing agencies, along with an update on four of the leading agency holding companies.
Kerry Kielb, senior consultant at The Bedford Group, Jon Cook, CEO of VML, and Rob Crigler, vice president, digital marketing at Rooms to Go, shared best practices for navigating the highly complex and fragmented digital agency industry.
Jean McLaren, CMO at MARC USA, discussed how the latest findings in neuro-marketing were used to design integrated programs for Macy’s, Rite Aid, and Cooper Tires.
Joan FitzGerald, vice president of television and cross-media solutions at comScore, and Jeff Boehme, chief research officer at Kantar Media, shared how their respective companies address brand-specific commercial ratings.