Snapshots
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YPA Update on Syndicated Audience Measurement Research
Neg Norton, President of YPA, provided an update on using more metered ad testing (i.e., call tracking studies) as an alternative to existing syndicated audience measurement research.
Mattel's Perspective on Production Decoupling
The Mattel Worldwide Creative & Marketing Communications Group was set-up in 2005 as an in-house resource. Lisa McKnight, VP, Creative & Marketing Communications, shared her perspective on the agency models used by Mattel, as well as the scope-of-work scenarios that best lend themselves to production decoupling.
Longitudinal Media Experience Study
The Longitudinal Media Experience Study is a single source, occasion-based monitor of cross-platform media consumption. This presentation details the methodology and key findings from the first wave of research.
Decoupling: The WFA Perspective
In April 2008 the World Federation of Advertisers and the Incorporated Society of British Advertisers ran a survey on the uses and approaches to production decoupling.
How to Build Strong Brands
Erich Joachimsthaler, the CEO of Vivaldi Partners, discussed the history of brand building and its future.
The Word on Word-of-Mouth
Dave Balter, the founder and CEO of BzzAgent, discussed the benefits of Word-of-Mouth marketing, how it can be measured, and the pitfalls marketers must strive to avoid when conducting a Word-of-Mouth campaign.
A "New" Integrated Marketing Communication Approach for a New Marketplace
Often referred to as the "Father of Integrated Marketing," Northwestern University's Don Schultz has authored 13 books on marketing, including the ANA's Measuring Brand Communications ROI. In this presentation, he introduced new analytical methodologies to help marketers catch up to the integrated world that their customers are already living in.
Marketing-at-Retail: Trends and Research
Dick Blatt, CEO of POPAI, the Global Association for Marketing-at-Retail and Martin Kingdon, CEO of SheridanGlobal Limited, discussed how the retail space as a marketing platform is being transformed at an unprecedented pace.
10 Topics in 50 Minutes
The "10 Issues in 50 Minutes" panel moderated by Jonah Bloom, editor of Advertising Age, addressed several topics related to media advertising, such as the Nielsen C3 ratings, the lasting effects of the most recent writer's strike, and convergence of video.
Google TV, Radio, & Print Ads
Mike Steib, Director of Google TV — Google Inc. explores ways media has effected how marketers create and use audio, print and TV ads.
Hershey/Arnold Case Study
Representatives from Hershey and Arnold had a candid discussion on the client/agency relationship, sharing insights into how their relationship has changed to adapt to business needs, as well as the processes put in place to ensure a mutually beneficial working environment.
What Makes a Great Client (A Creative Guy's Perspective)
Creative Director at Y&R New York Ryan Hose highlights numerous practices that have made client/agency partnerships a success.
Five Trends Shaping Digital Marketing
Google Director of New York Advertising Sales Tim Castelli shares thoughts on the current trends shaping digital marketing, including the ways in which offline events drive online behavior and the importance of having your message accessible to customers 24/7.
Do You Have Pull? Predicting Consumer Pull via Emotional Attachment
Marketers seek to understand how consumers select brands and media. According to NewMediaMetrics, comprehending this concept rests in understanding emotional attachment and "pull." Based on academic findings about the attachment between mother and child, NewMediaMetrics provides a quantitative way to measure consumers' emotional attachments to brands and media.
Seven Ways to Rock Online
Erika Nardini, Director of Worldwide Branded Entertainment at Microsoft, offered best practices for using online media to build brands.
Television Creative Benchmarking Using Actual Second-by-Second Viewing Data
Speakers from Media IQ shared the metrics for three types of campaigns: product versus lifestyle messaging, new campaign versus previous campaign, and multiple executions with a campaign.
Developing a Marketing Library
In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.
Agency Compensation: What's New and What's Next?
While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding.
Insights from the New President and CEO of AAAA
The new president and CEO of AAAA Nancy Hill discusses topics including her vision for AAAA; diversity; the impact of technology; how clients and agencies can improve their working relationships; agency compensation; client requests for ownership of materials during pitches and more.
Advertising Financial Management Conference Creative Keynote
David Lubars is chairman and chief creative officer of BBDO North America. As he sees it, his job is to help BBDO maintain its brilliance in traditional mediums, but also create extraordinary things for clients in mediums yet to be defined.
