Snapshots
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Kraft Case Study: Global IMC Awards and Hockeyville
Edward Bayer, director, media planning, Kraft Foods, Inc., discussed Kraft's Global IMC Awards program, which celebrates the most impactful and innovative integrated marketing campaign plans across all Kraft brands worldwide.
Media Rating Council—Ensuring Reliable Audience Measurement
Anthony Torrieri, senior vice president, associate director of Media Rating Council, presented the organization's purpose, process, and value along with recent Telephone Directory Services initiatives.
Creating Good
Global CEO of Euro RSCG Worldwide, David Jones, discussed how marketing is changing as the world's economy recovers from crisis. He stressed the importance of engagement, openness, and social responsibility.
Growth via Transformation
Verizon EVP and CMO John Stratton discussed how the company's marketing strategy has helped it transform from a landline telephone company to a dynamic wireless services company.
The Kodak Growth Moment: Overhauling an Icon
Jeffrey W. Hayzlett, chief marketing officer and vice president, Eastman Kodak Company, discussed how the Kodak brand reinvented itself in order to compete in a digital world.
Covering Your Ads: Legal Requirements for Cutting Edge Advertising
Representatives from Reed Smith, a global-relationship law firm and ANA's outside legal counsel, shared their thoughts on the potential legal pitfalls of cutting edge advertising techniques, which are of particular interest to regulators.
IBM: Fueling Strong Growth with Accountable Marketing
Diane Brink, vice president, marketing, global technology services, IBM Corporation, discussed how IBM has reinvented itself via its "smarter planet" campaign.
Seven Secrets to How Advertising Really, Truly, Actually Works
Dan Hill, president of Sensory Logic, discussed how marketers can use emotional rather than rational messaging to reach consumers.
Bridging the Gap Between Academic Theory and Corporate Reality
Nicole Ames, senior marketing communications specialist at Liberty Mutual Group and teacher of Integrated Marketing Communications as part of Boston University School of Management's MBA program, facilitated a panel to discuss ways to bring the academic and corporate worlds closer together with the common goal of improving integrated marketing communications.
Jeff Goodby on the New Digital World
Jeff Goodby, co-founder and co-chairman of Goodby, Silverstein & Partners, shared examples of successful social marketing campaigns and provided tips for marketers living in the new digital world.
Uncovering Compelling Shopper Insights
Andy Murray, CEO, Saatchi & Saatchi X, discussed how marketers can overcome in-store purchase barriers by uncovering and studying the human truths found within the shopping experience.
Creating Stronger Manufacturing/Retailer Partnerships
Greg Warren, executive vice president, managing director, MediaVest, discussed how manufacturers (brands) and retailers can work together more profitably via improved shopper marketing programs.
Delivering Innovation via New Media Models in Heightened Regulatory and Hard-Driven ROI Environments
Nan-Kirsten Forte, EVP, consumer services, WebMD, shared tips from WebMD for making pharmaceutical brands stand out online.
Perspectives on the FDA & Other Marketing Restrictions
Brad DeHart, practice leader, marketing services, ICG Commerce, discussed how pharmaceutical regulatory issues may impact procurement and sourcing contacts within the pharmaceutical industry.
Big Changes Ahead with the 2010 Census
Ken Hodges, chief demographer, Nielsen Claritas, explained the format of the upcoming 2010 census and the changes that have been made to it since the 2000 Census.
Amazon Kindle: Will it Revolutionize the Print Industry?
Anne Bologna, founding partner, CEO, Toy New York, (Amazon's advertising agency) shared her agency's perspective on how the Kindle has revolutionized the print industry and its implications for magazines and newspapers.
Effie Case Study: Lincoln Financial Group's "Get to Know Your Futureself" Campaign
This case study from retirement solutions provider Lincoln Financial details the company's 2009 Effie Award-winning campaign and describes how, with a limited advertising budget, the campaign drove trade advocates more than any tracked competitor, lifted brand affinity numbers dramatically among consumers, and grew qualified leads by the highest amount seen in a two-year period.
Unilever Case Study: Partnership with Time Inc.'s "Dinner Tonight" Properties
Irene Grieco, manager, media investment and partnerships, Unilever, discussed the strategy behind Unilever's partnership with Cooking Light magazine.
Centralized Production: The Future, a Diageo Case Study
Peter Isaia, director of procurement at Diageo, and Peter Kuhn, managing director of Tag U.S.A., discussed how they use smart centralization and delivery and presented examples of how this tactic is successful.
Understanding the Economics of Digital Compared to Traditional Marketing Services
As budgets are increasingly reallocated from traditional to digital media, many ANA members have expressed concern about the higher rates they pay for digital agency compensation. Industry experts discussed highlights from "Understanding the Economics of Digital Compared to Traditional Advertising and Media Services," a publication recently released from the 4A's.
