Harry J. Gold, CEO of Overdrive Interactive, discussed practical steps for organizations to take in order to truly integrate the power of social media into their marketing mix. Gold included several case studies from companies who use social media to weave their brands, offers, and messages into the web to make lasting connections with consumers, encourage viral promotion, and drive measurable results and ROI.
Tom Haas, chief marketing officer, Siemens Corporation, and Sean Remler, Senior Partner, global executive marketing director, Ogilvy New York, discussed keys to success for their long-term image campaign and how it has evolved since its launch.
Joe Kutchera, director of digital services, Acento, discussed how marketers can overcome the skepticism many Hispanic consumers have for Spanish-language websites.
Lisa Harrison, senior strategy manager, multicultural marketing strategy, Verizon Communications, discussed why bicultural Hispanics have become an important target audience for her organization.
Lisa Chapman, corporate advertising, Blue Shield of California, and Sue deLeeuw, director, brand strategy and advertising, Blue Shield of California, shared a case study on their mobile advertising program.
Gary Slack, chairman and chief experience officer, Slack + Company, discussed how marketers can utilize LinkedIn to improve their competitive positioning in the marketplace through business development opportunities, improved company discoverability, and targeted advertising.
Danielle Vona, vice president and CMO at SONIC, America's Drive-In, and Mike Swenson, executive vice president, Barkley, discussed how SONIC is successfully building its brand through positioning themselves to everyday, real people and by giving back to their communities.
Joseph Jaffe, author, Flip the Funnel: How to Use Existing Customers to Gain New Ones, discussed how the role of marketing has shifted to one of collaboration, partnership and unification through a renewed focus on customer service.
Ann Tucker, director, marketing and communications, TruviaTM Brand, Cargill Health and Nutrition, discussed the late 2008 launch of the Truvia sweetener, and how Truvia's brand positioning has revolutionized the sugar substitute category.
Adam Brown, executive director, Social Media at Dell Inc., discussed how the brand listens to customer ideas and honest feedback in social media.
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
Kathy Crawford, MediaLink LLC, and Pat McDonough, senior vice president, planning policy & analysis, Nielsen Media Research, Inc., provided an industry update for the local data stream initiative.
Chris Bigda, media and interactive manager, The Coca-Cola Company, and John Ohara, associate media director, MediaVest, discussed how Coca-Cola is using mobile technology to explore gaming, location-based deals, and in-store shopper marketing.
Stuart Ingis, Partner, Venable; Dan Jaffe, Executive Vice President, Government Relations, ANA; Scott Meyer, CEO and Founder, Evidon; Lee Peeler, President and CEO, National Advertising Review Council (NARC), provided detailed information on the new online behavioral advertising (OBA) self-regulatory program launched by the ANA and a coalition of industry groups.
Ron Faris, director, brand marketing & experiences, Virgin Mobile USA, and Dorrian Porter, chief executive officer, Mozes, discussed Virgin Mobile's sponsorship of Lady Gaga's 2010 tour and how the brand used mobile to support it.
Sarah Miller Caldicott, founder, The Power Patterns of Innovation, and co-author of Innovate like Edison, provided insights on how teams and organizations can adopt Thomas Edison's five timeless competencies of innovation to gain a competitive advantage in the marketplace.
Brian Maynard, director, brand marketing, Jenn-Air Home Appliances, and director, marketing services, North America, Whirlpool Corporation, discussed the business case for cause marketing and highlighted several of Whirlpool's most innovative and successful programs.
A panel of client-side marketers charged with leading innovation at their respective organizations, together with a leading academic author, shared insights and best practices on various aspects related to innovation.
Brad Feinberg, media manager, portfolio brands, MillerCoors, presented Miller High Life’s recent “Official Beer of You” campaign which utilized an innovative, fully integrated, 360-degree approach and employed the use of mass media to connect with fans of the brand.
Jessica Robinson, associate director of Consumer and Customer Engagement for Kraft Foods, and Sarah Hofstetter, senior vice president of Emerging Media and Brand Strategy at digital agency 360i, shared how Oreo uses digital and social media to bring the brand essence to life online.