Christopher Hosford, senior reporter at BtoB magazine/BtoBonline.com, shared insights, evolving trends, and best practices in search and social marketing, direct marketing, and telemarketing. He also presented case studies in these areas.
Carlos Dominguez, Senior Vice President, Cisco Systems, Inc., and Marilyn Mersereau, Senior Vice President, Corporate Marketing, Cisco Systems, Inc., discussed Cisco's use of new video technologies.
Seth Kaufman, director, media strategy, PepsiCo North America Beverages, shared a case study of the Pepsi Refresh Project at the ANA's 2010 TV & Everything Video Forum.
Michael Fischer, senior vice president, marketing, Coldwell Banker Real Estate, and Dana Haase, director of consumer marketing for Coldwell Banker Real Estate, described how the company is using social media to meet consumer needs and keep a century-old brand relevant in the digital age. Protocols for crisis management in relation to social-media activity were also shared.
Representatives from Creative Print Technologies and Colgate-Palmolive discussed how automation technology can reduce both costs and time-to-market for print production.
Luisa Acosta-Franco, VP of multicultural, Farmers Insurance, discussed how the brand succeeded in connecting with Asian consumers.
Stephen F. Quinn, executive vice president and chief marketing officer, Walmart U.S., Walmart, discussed Walmart's efforts to continue to provide their customers with solutions that will allow them to "save money, live better" during this economic downturn.
Chad Vincent, president of Fiskars Brands and Spike Jones of Brains on Fire lay out the blueprint for the creation of the "Fiskateers," Fiskars' crafting ambassador program. This best practice case study not only connected the company with its customers, it increased loyalty, online conversations, and sales - and that was only the beginning.
Kira Wampler and Gretchen Harding at Intuit outlined principles for building a highly strategic social and word-of-mouth marketing program that drives business growth.
Jennifer Marchant, senior director, marketing at Post Foods LLC, and Kathleen Gareiss and Robert Schwartz at Ogilvy & Mather Worldwide, discussed what a digital scope of work should include and the best ways to negotiate one.
Esther Franklin, executive vice president/director, cultural identities, SMG Multicultural, Starcom MediaVest Group, discussed different identities within the Hispanic-American community.
Jody Sutter, managing director, OnRequest Images, discussed three trends in brand imagery and suggested best practices for marketers managing digital images.
Rob Garner, strategy director, iCrossing, and Hope Ross, account director, iCrossing, discussed a new web design and strategy that iCrossing developed for Combined Insurance.
Sanjay Pothen, U.S. managing director, Phonevalley, discussed the current state of mobile marketing and upcoming trends involving mobile.
Roger Adams provided the key highlights of the fundamentals of brand management and pointed to Michelin and Chick-fil-A as companies that have strong brand positioning statements.
Doug Wood, a partner at Reed Smith, detailed issues that advertisers should look for in celebrity contracts and outlined the new commercial service fee.
Engelina Jaspers, vice president, corporate marketing for the Americas Region of the Hewlett-Packard Company, discussed how her organization is looking at multicultural markets to expand its reach in the U.S. Just as the composition of the U.S. population is undergoing profound change, HP believes today's marketers must also undergo changes to their marketing mindsets and practices to generate incremental revenue and brand equity for their companies.
Lisa Smith, marketing competencies director, Mars U.S., and Carole Walker, director, integrated marketing communications, Mars U.S., shared Mars' strategy for integrating their communications plans.
The Kodak FAST Program: How Employee Ambassadors Transformed Kodak by Treating Everyone as their Customer
Gerard Meuchner, director of corporate communications and public affairs, Eastman Kodak Company, discussed Kodak's "FAST" program, which is geared towards creating and sharing a common set of internal operating principles throughout the Kodak organization.
Multicultural Intelligence: Eight Make-or-Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation
David R. Morse, president and chief executive officer of New American Dimensions, LLC, discussed reasons for bringing multicultural marketing and diversity to the foreground and presented eight rules for marketing to multicultural audiences.