In this ANA member case study, Amy Beard, marketing and sales procurement consultant, Eli Lilly, and Richard Benyon, CEO, Decideware, presented a model for a comprehensive, structured agency evaluation program developed using ANA best practice concepts.
Belinda Hudmon, Interactive Marketing for Motorola Broadband Mobility Solutions, shared insights on a social media strategy that extends the experience of an event beyond the show floor through channels like Twitter, Flickr and YouTube.
Dave Beals, CEO, Jones Lundin Beals, Rich DelCore, finance director, global marketing at Procter & Gamble, Jim Zambito, executive director, agency relations and finance controller at Johnson & Johnson, and Tom Finneran, executive vice president, agency management services at 4As discussed the results of the ANA's 15th Trends in Agency Compensation survey.
Alicia Gomez, director, premium sales and new media, Universal Music Enterprises, provided an overview of the current state of music retail marketing in this presentation.
Liz Arreaga, Partner, Mercury Mambo, and Becky Arreaga, Partner, Mercury Mambo, shared the results of a study they conducted on unacculturated Hispanic shoppers.
Bert DuMars, vice president, e-business & interactive marketing, Newell Rubbermaid, and Lisa Gunther, corporate vice president, marketing & brand management, Newell Rubbermaid, discussed how their organization is deciding when to incorporate social media into an integrated marketing plan.
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.