Dr. Hari Mahadevan, managing partner and vertical leader at Rosetta, and Jack Smith, CMO at Medco, discussed impediments to value-based compensation and presented case studies of successful client/agency partnerships.
How Long Is a Piece of String? The Challenges and Best Practices in Agency Cost and Time Benchmarking
David Beals, president and chief executive officer of Jones Lundin Beals, Inc., discussed what can and can't be effectively benchmarked and reviewed best practices for benchmarking that are relevant and actionable for client/agency relationships.
Christine M. Owens, senior vice president, communications and brand management at United Parcel Service, Inc. (UPS), discussed how the brand trains it employees to project and protect the company's core values.
Steve Larson, account executive at Yahoo!, reviewed a case study showcasing how Chrysler, its agencies, and Yahoo! worked together to drive awareness of the new Dodge Ram truck.
Jim Starzynski, principal engineer and audio architect at NBC Universal, discussed an industry-wide effort to gain acceptance of a comprehensive plan created to mitigate the problem of commercial loudness.
Michael Palmer, Andy Hopkinson, and Andy Jones from Adstream shared how their company has built a global digital network for managing and delivering advertising and shared case studies from high-profile brands.
Brand perception and relevance can shift at a rate that far outpaces most organizations' ability to manage it making the need for consistency and clarity even more vital. IDEO designer and practice lead Clark Scheffy discussed the value of asking the right questions and integrating design thinking into your creative process and presented case studies on brand growth.
Sandra Howard, director of advertising, Southwest Airlines Co., discussed the strategy behind the airline's "bags fly free" messaging.
Tomas Emmers, consumer and market insights, director, Unilever, and Susan Lauinger, VP, account management, Nielsen Advertiser Solutions, discussed Nielsen IAG, a service which allows advertisers to measure real time audience engagement to advertising.
Self-regulation is adapting to the challenges posed by the new media environment. Industry experts from the Council of Better Business Bureaus discussed both the process and the policy behind it.
Dan Jaffe, executive vice president, government relations at ANA, and Bruce Grant, senior vice president, business strategy at Digitas Health, discussed how federal legislation and social media are impacting pharmaceutical marketing.
Benjamin G. Edelman, assistant professor of business administration at the Harvard Business School, demonstrated how to detect and prevent advertising fraud.
Douglas Wood, senior partner, Reed Smith LLP and JPC chief negotiator, Gregory J. Hessinger, partner, Reed Smith LLP, Allan Linderman, president, The Linderman Media Group, and Howard B. Homonoff, entertainment, media, and communications advisory, PricewaterhouseCoopers, discussed the new GRP-E model of compensation.
A panel of marketers and agency professionals discussed best practices for improving the agency search process.
Dr. Carl Marci, CEO and co-founder, Innerscope Research, Millie Carrasquillo, senior vice president of research, Telemundo, and Andrea Mulligan, consumer insights, Campbell Soup Company, outlined the principles and processes for how biometric research can measure the emotional engagement and impact of multicultural advertising.
Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.
Jean-Marie Dru, worldwide chairman of TBWA, discussed his call to action for clients and agencies to work together to address agency compensation in a calm and objective manner.
Stuart P. Ingis, partner at Venable LLP, and Anthony Hadley, vice president, government affairs at Experian Services Corp., discussed how marketers can walk the line between advertising efficiency and consumer privacy in online behavioral advertising.
Industry experts from the ANA Production Management Committee discussed tips, best practices, and new ideas to help marketers get the most from their production spending in both traditional and newer media.
Millie Tan, CMO and SVP, Quintiles, and Allison Womack, managing director, Doremus New York, discussed how Quintiles, a biopharma partner company, consolidated their four disparate brands under one umbrella to create a new biopharma category and a new Quintiles communications platform.