Leveling the Playing Field for Magazines in the Marketing Mix Modeling: The Available Information Is Now up to the Task
Andrew Arthur, VP, market solutions at Mediamark Research & Intelligence (MRI), discussed a new syndicated product designed to improve the quality of magazine data for marketing mix modeling.
Louis Schultz, chairman and CEO, LMS-Unlimited, moderated a panel discussion between Tia Lang, director, media and interactive, Burger King, and Rob Norman, CEO, Group M North America, on the subject of maximizing media spend.
William Jelinek with Estee Lauder Companies, Inc., Norman Simon with Kramer Levin Naftalis & Frankel LLP, and Po Yi with American Express Travel Related Services Company, Inc. discussed celebrity privacy and publicity and presented hypothetical cases studies related to these matters.
Kathryn Barrett Park, senior counsel for advertising and brand management, General Electric Company, and Jeffrey Greenbaum, partner, Frankfurt Kurnit Klein & Selz PC, took marketers though what is cold, warm, hot, and green in environmental marketing.
Ronald Baker, founder, VeraSage Institute, discussed how aligning price to the value a customer gets from a product can help marketers succeed.
Steve Cannon, vice president, marketing, Mercedes-Benz USA, discussed how Mercedes-Benz formed two online customer advisory councils and the impact that those groups have had on the brand.
Dan Germain, head of creative at Innocent Drinks, discussed how the brand is working to make its products interesting, not just healthy.
Paul Dunay, global managing director, services and social marketing, Avaya, Inc., discussed Avaya's strategy for managing their social media portfolio.
Anthony Rushton, director, Telemetry, discussed how the benefits of adopting independent delivery and verification of online video advertising campaigns helped Reckitt Benckiser to become the largest online video advertiser in the world.
Anne Globe, head of worldwide marketing and consumer products, Dreamworks SKG, discussed Dreamworks' reinvention of the movie going experience thanks to three successful 3-D films.
Jennifer Statham, marketing programs strategist, agency management, global marketing, Dell, Susan Montgomery, global client finance director, Team Dell, WPP, and Richard Benyon, CEO, Decideware, outlined principles and processes that can help reduce the pain points often attributed to agency performance evaluations.
Melissa Adams, executive director, media, Organic, and Patrick Falconer, director, marketing intelligence, ORGANIC, outlined the principles and processes for developing a predictive media model.
William M. Heberer, partner at Morrit Hock Hamroff & Horowitz LLP, and Gabriel H. Karp, executive vice president and general counsel at ePrize, discussed developments in intellectual property and promotion laws.
Kelly Colbert, marketing strategy director at WellPoint, along with Avery Carroll, senior vice president, digital creative director at Deutsch and Carol Roth, vice president, account director at Deutsch, discussed how the brand used social media tools and technologies to allow consumers to interact in a positive and engaging way.
Jaime Weston, director, brand management and integration, National Football League, discussed how the NFL develops a strong emotional brand connection with their consumers.
Graciela Eleta, senior VP, brand solutions at Univision Communications, demonstrated how Unilever leverages multicultural insights to build billion-dollar brands.
Adam Snukal, senior associate, ReedSmith, shared the basics of cloud computing with the ANA's Legal Affairs Committee.
Dan Jaffe, EVP, government relations, ANA, provided a legislative and regulatory update, covering issues relating to financial reform legislation, privacy policies, the new Supreme Court vacancy, and the FTC's attempts to gain more rulemaking authority.
The American Society of Magazine Editors' (ASME) Sid Holt and Eric Schurenberg discussed a proposal to revise the ASME guidelines, which draw the line between advertisements and editorial content.
Jason Harty, brand manager, Vitaminwater, discussed how Vitaminwater used Facebook to engage with their fans and allow them to create a new flavor and label design for the beverage company.