Snapshots
The Role of Brand in Creating Successful Integrated Marketing Campaigns
Tim Cunningham, senior partner at Lippincott, San Francisco, discussed how to leverage your brand to create deeper engagement in your integrated marketing campaigns.
Washington Update
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.
What Will the Obama Administration and Congress Do to Advertising and Marketing?
Martin Frost and Kenny Hulshof, both shareholders at Polsinelli Shughart PC, discussed tax reform and the congressional debate surrounding spending reductions.
Addressing Advertising and Privacy Concerns in Today’s Online Marketplace
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.
Brown-Forman’s Digital Journey
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.
Case Study: Microsoft’s Digital Efficiency Program
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.
Cleveland Clinic: Content Marketing Across Digital Platforms
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.
How Nissan Builds Brand Loyalty Through Social Media
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.
Maximizing Content Through Online Video
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 Best Practices in Digital Marketing
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.
The Power of Music in Ads — Is There an ROI?
Elliot Lum, vice president, strategic marketing at Columbia Records, discussed the company’s research efforts to determine the ROI of music in television commercials.
Wendy’s Influences Consumer Behavior With Digital Marketing
Brandon Rhoten, director of digital marketing at Wendy’s International, Inc., discussed how Wendy’s calculates the effectiveness of its digital marketing.
Overhead Rates: What Clients Need to Know
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.
Moving 3MS Priorities Forward: A Status Report
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.
REI 1440 Project: Responsive Design and Social Media Case Study
Lindsey Turley, digital strategist at BBDO, presented a responsive design and social media case study on REI’s recent “REI 1440 Project.”
Agency Economic Forecast
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.
Best Practices for Acquiring and Managing Agency Partners in the Digital Space
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.
Considering the "Whole Brain" to Design Effective Cross-Channel Marketing Programs
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.
ANA Commercial Ratings Summit Follow-Up
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.
