The West Coast chapter of the Marketing Financial Management & Procurement Committee held an open discussion to benchmark and share definitions of media "value" and media buy effectiveness metrics.
A panel of procurement experts commented on both myths and best practices of marketing procurement and discussed the findings of a new ANA/4A's survey on the relationships between procurement, marketing, and agencies.
Steve Smith, chairman of the ANA Senior Marketers Think Tank Committee, outlined principles for building a highly strategic marketing accountability and effectiveness program that drives business growth.
Nick Harris, director, professional services at Benjamin Moore & Co., discussed how the brand uses social media and its branded mobile application to connect with consumers.
Michael Donnelly, group director, worldwide interactive marketing, The Coca-Cola Company, discussed Coca-Cola's "fans first" social media strategy.
Geoffrey Ramsey, co-founder and chief executive officer of eMarketer, Inc., discussed a wide range of digital trends affecting marketing in 2010 including social media, online video, and mobile advertising.
Arianna Huffington, co-founder and editor in chief of The Huffington Post, and Ken Auletta, journalist at The New Yorker discussed online and social media.
Amanda Zaky, manager of interactive, integrated marketing communications group, Mars U.S., and Lauren Nodzak, public relations manager, Mars Snackfood U.S., discussed the M&M's Most Colorful Contest and the social media efforts behind it.
Cheryl Guerin, senior vice president, group head U.S. marketing and global digital marketing, MasterCard, discussed how MasterCard has moved its "priceless" campaign online.
Case studies from Schick and the Syfy channel demonstrate how innovative brands with unique challenges made an impact with social media.
John Bell, global managing director, 360° Digital Influence at Ogilvy, Louis Jones, North American CEO at Maxus, and Tom Cunniff, director, interactive communications at Combe Incorporated, explored the options and tradeoffs available to marketers in digital marketing as well as best practices for integrating social media into the broader communications mix.
Christine Morrison, social media manager at Intuit Inc., discussed how TurboTax is using social media to drive significant sales and innovate for revenue growth.
Susan L. Kelley, VP, enterprise marketing services, Xerox Global Services, discussed the process Xerox undertook to analyze, improve, and streamline all of their consumer touch points.
Barbara Apple Sullivan, managing partner, Sullivan, John Paolini, executive creative director, Sullivan, and Michelle Leisure, senior director of marketing, Human Rights Watch, shared tips for spreading B-to-B messaging from the corporate office to the front lines, as well as a Human Rights Watch B-to-B case study.
John Petralia, head of marketing operations, Bloomberg L.P., spoke about his time as the CMO of Iron Mountain and the marketing automation system implemented there.
A panel of industry experts discussed the findings of a joint ANA/IEG study on the topic of sponsorship and event marketing. The survey shows that brands want to effectively measure sponsorship and event marketing but lack the necessary capabilities to do so.
Representatives from SUBWAY and Univision Radio discussed an ongoing partnership between the two organizations, which has allowed SUBWAY to better connect with Hispanic consumers.
Mike McGough, global procurement manager, media & sponsorship, Anheuser-Busch InBev, Inc., discussed a sponsorship audit recently conducted by Anheuser-Busch InBev.
Dorrian Porter, CEO, Mozes, Inc., and Robert Stohrer, CMO, Virgin Mobile USA, shared the details behind three major Virgin Mobile sponsorships in 2009.
Joseph Abegg, brand manager, Miller High Life, MillerCoors LLC, and Brad Feinberg, Media Manager, Miller High Life, MillerCoors LLC, discussed the successful strategy behind Miller High Life's one second Super Bowl ad in 2009.