Victor Lee, vice president, global digital marketing at Hasbro, discussed how the brand leveraged “right now” moments by managing its digital channels like a 24 hour news organization.
Marcy Cohen, vice president, social media and influencer engagement at MasterCard, discussed how the brand leveraged its “conversation suite” to collect, analyze, and act on relevant real-time social conversations.
Lee Nadler, marketing communications manager at MINI, shared examples of MINI’s creative real-time marketing, from social volleys with other brands to turning a moving car into a live concert venue.
Michael Kotick, senior brand manager at Nestlé Purina, and Ian Shafer, CEO of Deep Focus, described Purina’s real-time approach to proactively delivering personalized content via Twitter.
Debra Aho Williamson, principal analyst of social media at eMarketer, explained how companies can move real-time marketing beyond the social sphere.
Jonathan Hoffman, president of experience design at Starcom MediaVest Group, and Bohb Blair, senior vice president of experience design at Starcom MediaVest Group, shared four examples of real-time experience design.
Paul Macaluso, chief marketing officer at Moe’s Southwest Grill, discussed the casual restaurant franchise’s search for a media agency of record and best practices it learned along the way.
Eve Reiter, vice president of marketing category management and agency relations at American Express, discussed balancing considerations required to optimize integration and output within an organization as well as with agencies.
Jim Nail, principal analyst at Forrester, discussed agency coordination as it relates to leveraging specialized talent, client-led artistic vision, and the improvisational model.
Tom Finneran, executive vice president of agency management services at the 4A’s, led a roundtable discussion on a rational approach to agency conflict management policy, featuring Matt Anthony, president of Y&R North America; Laurie Coots, former chief marketing officer at TBWA/Worldwide; Lauren Crampsie, worldwide chief marketing officer at Ogilvy & Mather; and Chris Shumaker, executive vice president and chief marketing officer at Draftfcb North America.
Microsoft Finds Missed Opportunities for Marketers in the Consumer Journey Through Innovating Analytics
Ivy Esquero, thought leadership manager of global consumer insights at Microsoft, discussed the brand’s new cross-screen approach to big data, and the insights gleaned.
Burke Moody, executive director at AICE New York, offered insights into how brands can maximize value in post-production.
New Developments in the Payment of Non-Union Crew in Commercials and Other Employment-Related Issues
Alex Blum, chief strategy and innovation officer at APR Management, shared his views on the implications of newly passed labor laws regarding overtime and what he saw as the solution.
Rab Govil, CEO of Naehas, showed how dynamic content has become a key strategy to direct mail optimization.
Heather Dumford, media director of global marketing at ConAgra Foods, Cindy Neumann, senior director of consumer insights advanced analytics at ConAgra Foods, and Tammy Vance, senior director at comScore, presented ConAgra’s approach to leveraging ad and audience delivery validation insights to drive decision-making and generate strong ROI.
Harley Block, senior vice president of brand development and marketing at ROKKAN, and Dan Moriarty, director of digital strategy at Hyatt Hotels Corporation, shared the case study for the “#InAHyattWorld” campaign that saw Hyatt employees surprising people across the world with random acts of kindness.
Marla Skiko, executive vice president and director of digital innovation at Starcom MediaVest Multicultural, shared key learnings on how marketers can capitalize on the U.S. Hispanic social media opportunity, as well as a case study from a creative partnership with Telemundo.
Steve Carlin, senior director, shopping marketing and insights at Ubisoft, discussed how an innovative partnership with Epiphone/Gibson and Guitar Center helped Rocksmith find its audience and revive the music videogame genre.
Meredith Cherwony, senior account planner at Google, shared insights from a Google survey analysis that can help B-to-B brands leverage emotional connections to drive purchase intent.
Dr. Robert Passikoff, founder and president of Brand Keys, Inc., shared how emotional brand engagement can be measured and leveraged to generate positive consumer behavior in the marketplace.