Josh Bernoff, vice president and principal analyst at Forrester Research, Inc., described the four-step IDEA process B-to-B marketers can use to tap into customers: identify mass influencers, deliver social customer service, empower customers with mobile information, and amplify fan activity.
Peter Alexander, vice president, worldwide field marketing at Cisco, discussed his company's new model for global B-to-B marketing.
Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.
Greg Whiteman, manager, market research, U.S. Postal Service, Joyce Carrier, manager, advertising, media planning and promotions, United States Postal Service, and Dave Lockwood, solutions planning director, CE, discussed the approach used to ensure rigorous development and execution for the Priority Mail "If It Fits, It Ships" integrated advertising campaign, which won the Grand Ogilvy Award.
Mark Samuels, CMO, SVP, corporate marketing and communications, SEI, discussed how SEI has continually evolved its business and culture over the last 20 years in order to stay relevant.
Jonathan Shipman, head of broadcast production North America, McCann Ericson, Skip D’Amico, brand executive producer, APR, and Brett Froomer, director, @RadicalMedia, discussed the best ways for marketers to work with directors on commercials.
If You Open the Black Box of Commercial Post-Production You Will Find Time Savings, Cost Savings, and More
John Lipuma, co-founder and CEO, PostAds Group, and Chris Furse, director, advertising, Burger King Corporation, discussed Burger King's initiatives to move towards production management consolidation.
Annika Olson, principle at The Cambridge Group, discussed using segmentation to guide business strategy by helping marketers understand which consumers will generate profit and what those consumers demand.
In this ANA member case study, Amy Beard, marketing and sales procurement consultant, Eli Lilly, and Richard Benyon, CEO, Decideware, presented a model for a comprehensive, structured agency evaluation program developed using ANA best practice concepts.
Belinda Hudmon, Interactive Marketing for Motorola Broadband Mobility Solutions, shared insights on a social media strategy that extends the experience of an event beyond the show floor through channels like Twitter, Flickr and YouTube.
Dave Beals, CEO, Jones Lundin Beals, Rich DelCore, finance director, global marketing at Procter & Gamble, Jim Zambito, executive director, agency relations and finance controller at Johnson & Johnson, and Tom Finneran, executive vice president, agency management services at 4As discussed the results of the ANA's 15th Trends in Agency Compensation survey.
Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.
Liz Arreaga, Partner, Mercury Mambo, and Becky Arreaga, Partner, Mercury Mambo, shared the results of a study they conducted on unacculturated Hispanic shoppers.
Bert DuMars, vice president, e-business & interactive marketing, Newell Rubbermaid, and Lisa Gunther, corporate vice president, marketing & brand management, Newell Rubbermaid, discussed how their organization is deciding when to incorporate social media into an integrated marketing plan.
Jim Lecinski, managing director, U.S. Sales, Google, Inc. shared Google's thoughts on the "zero moment of truth" in shopper marketing.
Peggy Loos, director, media and interactive Marketing, The Coca-Cola Company, discussed how The Coca-Cola Company drives consumer engagement for their next generation of billion dollar brands.
Adam Snukal, senior associate at Reed Smith, discussed recent developments in government regulation of testimonials and endorsements, changes to COPPA (the Children's Online Privacy Protection Act of 1998), trends on web sites' commenting policies, and California's requirements for manufacturing labels.
David Fortin, vice president, marketing, House of Blues Entertainment, Inc., Live Nation, and Carl Schloessman, senior vice president, marketing and sales, House of Blues Entertainment, Inc., Live Nation, shared the brand's successful integrated marketing strategy, which includes utilization of surveys, email campaigns, tradeshows, advertising, and an outsourced sales organization, coupled with their in-house team, to drive incremental special event sales.
Robert L. Solomon, senior vice president and chief marketing officer at Outrigger Enterprises Group, shared a case study of his brand's outcomes and insights from an integrated marketing test that ensued after he rejected agency recommendations and dismissed publishers' proprietary research claims.
A panel of industry experts discussed the importance of collaboration among marketers, agencies, and media partners when it comes to generating creative ideas and building strategic cross-platform campaigns in branded entertainment.