Snapshots

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Kraft: Winning Hearts/Growing Brands

Graciela Eleta, senior vice president of brand solutions at Univision Communications, and Howard Friedman, senior vice president, marketing, cheese at Kraft Foods Global Inc., discussed strategies for marketing in a multicultural nation by offering key principles for success in developing a total market strategy and how Kraft is leveraging insights to consistently engage with Hispanic moms in a meaningful and authentic way.

Procter & Gamble: Purpose Inspired Brand Building

Marc Pritchard, global marketing officer at The Procter & Gamble Company, explained how his company is implementing purpose inspired brand building to deliver market share growth and increased sales in targeted consumer markets.

The (Dire) State of the Economy

At the 2010 ANA Masters of Marketing Conference, Paul Krugman, Nobel Economics Prize Winner and op-ed columnist for The New York Times, shared his thoughts on the state of the economy.

Building on Our Heritage: A Bank of America and History Channel Case Study

Representatives from Bank of America and The History Channel discussed Bank of America’s sponsorship of The History Channel’s acclaimed series, America: A Story of Us in 2010.

Brewing Change: Creating Innovation via Differentiation

Alfredo Martel, senior vice president, marketing and product management at Caribou Coffee, and Stacy Janicki, director of account management at Colle+McVoy, shared key insights and strategies leveraged to brew up retail sales overnight, while building a vision for the coffeehouse of the future.

Gaming: Innovative New Customer Touchpoint

Mike Vorhaus, president of Magid Advisors, provided high-level insights on the escalating interest consumers have in gaming and discussed activity surrounding television game shows, television reality/competition shows, and online games.

Procurement: Friend or Foe to Innovation?

Bill Duggan, group executive vice president at ANA, discussed results of an ANA survey on procurement with a particular emphasis on procurement's role in process improvements and how it can bring new ideas to the both internal marketers and external agencies.

Target: Innovation through Events

Katie Erickson, director, events at Target Corporation, and Karima Ridgley, director, apparel & accessories at Target Corporation, discussed how the brand uses events to showcase its innovation around style and fashion.

Dove Hair Care: Gaming Case Study

Barret Roberts, lead communications manager at Unilever, and Bill Rouse, vice president at GSN, discussed Unilever's use of gaming to connect with its female target and build awareness, affinity, and purchase intent for its Dove line of hair care products.

LifeLock’s Direct Response and Brand Advertising Model

Andrew Wyant, VP of marketing at LifeLock, discussed how direct response advertising and brand advertising were able to strengthen the LifeLock brand.

Custom House: Identifying and Targeting Your Key Clients

Custom House, a Western Union company, is a foreign-exchange and international B-to-B payments company based in Canada, which recently began a global expansion to better serve small and medium-sized businesses around the world. Brian Harris, vice president, marketing and product management at Custom House, described how the marketing team developed a 360-degree campaign highlighting the company's key differentiators and value proposition.

Winning Strategies with Online Video for B-to-B Marketers

Gary Lombardo, director of product marketing at Brightcove, discussed how online video can be used to acquire, engage, and convert visitors on your website, and Linda Crowe, former group manager, media and production at Sun Microsystems, presented a case study on how Sun made online video a major part of its website experience to build a community and educate customers.

Fidelity: In-House Agency Perspectives

Kimberly McNeil-Downs, VP operations and vendor management at Fidelity Communications + Advertising, shared key insights and best practices regarding Fidelity's in-house agency operation.

Goldman Sachs: How Shifts in Business Strategy Can Impact SOW Development

Melissa Sassi, vice president, corporate services and real estate at Goldman Sachs & Co., discussed the shift from multiple non-strategic relationships and fragmented brand images to large retainer-based relationships with one holding company to multiple holding companies and boutique agency relationships based on project-by-project work.

The Global Advertising Management Team—A Ford Case Study

Jana Rygiel, global advertising purchasing manager at Ford, outlined why the Global Agency Management Team was developed and how it has morphed over time.

Cultureography, a New Dimension in Consumer Insight

Mark Wolf, director, market research at Guardian Life and chair of the ANA Research Committee, and John Krubski, chairman of the International Thought Leadership Council, discussed how research and cultureography can help brands gain consumer insights.

Research Roadmap for Developing a Successful Alternative Marketing Channel

Jeff Jensen, CEO of Vesta Green Marketing Solutions, demonstrated how a progressive research program facilitated and validated the development of an innovative one-to-one marketing channel for a desirable target audience.

A Report from the ANA Procurement Task Force

James Akers, senior director, WW procurement global category lead, commercialization & communications at Pfizer Inc, and Lisa Figel, group category manager, U.S. agency procurement at Johnson & Johnson, discussed results of a survey on procurement's relationships with marketers and agencies and also provided details on the ANA's Procurement Task Force.

Intel: Measuring What Matters

Becky Brown, director of social media, Arlene Villanueva, global media director, and Beth Butrymowicz, global media manager, shared Intel's measurement program for paid and social media integration and measurement.

Amex: Maximizing the Agency/Client Partnership

Eve Reiter, VP, global agency relations, American Express, discussed the keys to a successful client/agency partnership.

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