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.
T-Mobile's Lisetta Sobaski and Sunny Delaney discussed the company's definition of integration and its organizational structure, integration process, and best practices.
Kara Tobin, director, media and integrated marketing at The Dial Corporation, discussed how the brand is working to develop a roadmap for success in integrated marketing and shared best practices and a case study for Purex.
Laurie Coots, CMO, TBWA\, shared different models for managing multiple agencies, as well as questions marketers must ask themselves and answer before entering into a multiple agency relationship.
Jon Albert, founder and CEO, The Albert Company, shared best practices and key watchouts for celebrity talent usage in this presentation.
Sean Corcoran, analyst, Forrester Research, Inc., shared the results of Forrester's 2010 study on the future of agency relationships.
The West Coast chapter of the Marketing Financial Management & Procurement Committee held an open discussion to benchmark and share definitions of media "value" and media buy effectiveness metrics.
A panel of procurement experts commented on both myths and best practices of marketing procurement and discussed the findings of a new ANA/4A's survey on the relationships between procurement, marketing, and agencies.
Steve Smith, chairman of the ANA Senior Marketers Think Tank Committee, outlined principles for building a highly strategic marketing accountability and effectiveness program that drives business growth.
Nick Harris, director, professional services at Benjamin Moore & Co., discussed how the brand uses social media and its branded mobile application to connect with consumers.
Michael Donnelly, group director, worldwide interactive marketing, The Coca-Cola Company, discussed Coca-Cola's "fans first" social media strategy.
Geoffrey Ramsey, co-founder and chief executive officer of eMarketer, Inc., discussed a wide range of digital trends affecting marketing in 2010 including social media, online video, and mobile advertising.
Arianna Huffington, co-founder and editor in chief of The Huffington Post, and Ken Auletta, journalist at The New Yorker discussed online and social media.
Amanda Zaky, manager of interactive, integrated marketing communications group, Mars U.S., and Lauren Nodzak, public relations manager, Mars Snackfood U.S., discussed the M&M's Most Colorful Contest and the social media efforts behind it.
Cheryl Guerin, senior vice president, group head U.S. marketing and global digital marketing, MasterCard, discussed how MasterCard has moved its "priceless" campaign online.