Snapshots

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Trends in Centralized TV Production: From Versioning to Complete Production Management

Peter Kuhn, managing director, Tag USA, and Kate Sturgess, group head of broadcast, Tag USA, discussed the trends surrounding centralized (also known as decoupled) TV production.

Who Owns Social Media?

A panel of industry experts discussed who should own social media—public relations agencies, traditional advertising agencies, or digital ad agencies.

Return on Sponsorship: An Approach to Sponsorship Measurement

Emily Rogers and Larry Albus from IEG spoke about the intricacies of the company's sponsorship and event measurement approach.

Making Marketing Smarter Amidst the Cuts

Fred Geyer, partner, Prophet, shared five tips for optimizing a marketing budget during an economic downturn.

Case Study: Red Lobster

Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.

The Awakening: B-to-B Companies Acknowledge the Need for Greater Marketing Prowess and That It Wins Increased Market Share

A joint study from ANA and Booz & Company explored how B-to-B marketers are playing increasingly important roles within their firms.

Reallocating Marketing Resources for a Better Payback in 2010

Pat LaPointe, Managing Partner, MarketingNPV, shared insights from a recent Wharton/MarketingNPV study linking marketing budgeting and resource allocation practices with financial outcomes.

Herding Cats: Creating Alignment between Marcom Opportunities and Transformational Corporate Strategy

A panel composed of marketers from Pitney Bowes, SAP, and Fidelity Investments discussed the transformations their organizations have recently undergone and what other marketers can learn from their experiences.

10 B-To-B Issues in 50 Minutes

Industry experts discussed a wide range of topics pertinent to B-to-B marketers including budgeting, analytics, and procurement.

New, Newer, Newest: Evolving Stages of IMC

Don Schultz, president of Agora, Inc. and professor emeritus of service at Northwestern University's Medill School, discussed how integrated marketing communications has evolved since the 1980s and presented new approaches for today's marketers.

Understanding the Economics of Digital Compared to Traditional Marketing Services

Digital agency compensation is generally two times higher than traditional agency compensation. The 4A's recently released the publication Understanding the Economics of Digital Compared to Traditional Advertising and Media Services to address this issue. Highlights from the publication were discussed by Mike Cordova, senior vice president, CFO, McCann Worldgroup, Asheta Shah, director, business management, McCann Worldgroup, and David Smith, CEO, Mediasmith, in this meeting.

Production in the Digital Era

Leading production consultants discussed the challenges of and best practices for TV and video production in the digital era, including digital vs. film, integrated campaigns, the role of agencies, and agency producers.

Creativity & Innovation

Andrew Razeghi, Professor at Kellogg School of Management at Northwestern University, discussed the importance of innovation and what marketers can do as individual leaders to be more creative themselves and also foster creativity among their teams.

Building a Strong Brand for Both Consumers and Businesses: An American Express Case Study

Pat Shores, VP of brand strategy implementation global brand management at American Express, presented case studies to show how the company has approach its B-to-B and B-to-C businesses.

Increasing Loyalty through the Customer Experience

Karen Brewer, VP of customer experience at Autodesk, discussed the company's newly-launched Autodesk Partner Portal and the importance of bringing the customer's voice into development process of online properties.

Trends in Digital Agency Compensation

Industry experts discussed a number of issues surrounding trends in digital agency compensation including agency engagement and the changing digital landscape.

Keys to Developing Agency Scopes of Work That Drive a Strategic Partnership

Eric Jillard, department manager of digital marketing at Mercedes-Benz, and Andy Dutter, vice president of business development for Razorfish, shared their thoughts on best practices for driving efficiency in both the agency selection process and in the contractual/scope of work phase of client-agency engagement.