Erin Christopher, partner, consumer and retail industries at A.T. Kearney, discussed how clients can better manage the proliferation of specialized agencies across multiple business and brands.
Mark Sneider, owner/president of RSW/US and RSW/AgencySearch, discussed the top reasons why agency/client relationships often fail.
Jenny Howell, advertising director at Farmers Insurance, shared seven tips for how marketers can be better clients.
Steve Schwartzman, strategic sourcing manager at WellPoint, Inc., discussed how procurement is involved in the agency evaluation and selection process at WellPoint.
Chris Burton, group vice president, global sponsorships at SAP, discussed how SAP is using sponsorship of properties such as the NBA to promote products including cloud storage, mobile solutions, and real-time analytics to a new audience by enhancing the fan experience.
Hilary Ayala, director of grassroots management and strategic programs at Consolidated Edison, discussed how the company gets students excited about science and technology through sponsorship of the FIRST Robotics competition.
John Neukom, brand manager at Capital One Bank, and Jim Andrews, senior vice president of content strategy at IEG, discussed sponsorship best practices and how Capital One consolidated its sponsorship properties from 200 to 20.
Peter O’Reilly, vice president, fan strategy and marketing at the National Football League, shared insights on how the NFL integrated leading brands into their marketing and events, driving unique fan engagement among key demographics for their partners and themselves.
Maria Miller, senior vice president, marketing at Norwegian Cruise Line, and Chris Moseley, senior vice president, product management and brand oversight at Rockettes, MSG Entertainment, discussed how the entertainment icons the Rockettes partnered with Norwegian Cruise Line to introduce its newest ship, Norwegian Breakaway.
India Wooldridge, vice president and deputy director of McCann Truth Central at McCann, discussed findings from a recent survey that details the perceptions and misconceptions about advertising in 2013.
Greg Colando, president of FLOR, Jennifer Roberts, retail marketing manager at FLOR, Teresa Hanson, director of marketing and special programs at FLOR, and Patrick Skertic, director, marketing and new business development at FLOR, discussed how FLOR transitioned from a direct mail and web-focused business to a multi-channel retailer by observing and responding to their customers’ shopping behavior.
Marianne Quinlan-Sacksteder, director of AMG Strategic Advisors at Acosta Sales & Marketing, and Liz Sanderson, vice president of strategy and insights at Univision Communications Inc., discussed key takeaways from their joint study of the shopping attitudes and purchase behaviors of Hispanic shoppers, including how they budget and spend, their cultural influences, susceptibility to marketing, use of technology, and attitudes towards food.
Joseph Jaffe, author of Flip the Funnel, discussed the concept of Z.E.R.O., where in a perfect world your media budget would be zero, both literally and figuratively in the form of an acronym that stands for zealots (advocacy), entrepreneurship (innovation), retention (customer centricity), and owned assets (moving from tenant to landlord).
Joe Pulizzi, founder of Content Marketing Institute, covered a brief overview of content marketing, analyzed the latest research and biggest challenges for content marketers, and shared case studies on content marketing strategies and tactics that work.
Alice Marder, senior manager, integrated marketing at Cars.com, and Jen Leemis, senior manager, brand marketing at Cars.com, discussed how Cars.com created an integrated campaign that resonated with both B-to-B and B-to-C audiences.
Jennifer Healan, group director, integrated marketing content at Microsoft Advertising, discussed Coca-Cola’s 2013 Super Bowl ad.
Kathy Wholley, director of advertising and communications at Domtar, Matt Ferguson, managing partner at Eric Mower + Associates, and Paige Goff, vice president, sustainability and business communications at Domtar, discussed how Domtar, a global leader in office paper, transformed a commodity into brand value and created brand demand and differentiation.
Laurie Greene, vice president, media director at Union Bank, shared the ANA West Coast Media Leadership Committee’s research on media excellence.
Jeff Eisenhart, vice president, leisure sales and marketing at MGM Resorts, International, and Noah Tratt, global vice president of Media Solutions at Expedia, Inc., discussed the Las Vegas Vacation Planner microsite, designed to market MGM’s 13 properties and attractions.
Natasha Hritzuk, global director of research and insights at Microsoft Advertising, and Kelly Jones, head, global thought leadership, research program at Microsoft Advertising, discussed Microsoft’s Cross-Screen Engagement Study.