In this presentation, leading creative director Steve Penchina shares actionable and cost effective tips on how to work with your agencies to create highly conceptual, memorable, and effective advertising. He also offers important insights on the client-agency dynamics, including what clients should expect from their account/creative teams and vice-versa.
In this presentation, Stan Beals shares his observations of what is working and what is not in today's client-agency relationship and where both sides should be focusing moving forward. He also discusses the key elements clients are looking to measure and where agencies are succeeding.
Lauren Rich Fine shares her insights on Google and Yahoo!, covering issues including: thoughts on the stocks; growth projections; new offerings / revenue streams (e.g., Google's site-targeted ads), and international prospects.
Susan Bratton, chair of AD:TECH, provides an overview of the conference as well as insights on how savvy marketers are incorporating online capabilities to invigorate their traditional marketing.
In this presentation, BtoB Magazine editor Ellis Booker discusses how the B2B customer is changing in today's marketplace. He also shares how media outlets are offering up new services and packages as a result of this consumer evolution.
In this presentation, Elana Anderson from Forrester Research shares the results of a B2B Marketing Effectiveness study conducted jointly by Forrester and BtoB Magazine.
This presentation reviews how Motorola developed a highly disciplined process for how it measures the defects or barriers in their marketing communications process using Six Sigma as a guiding force.
This presentation demonstrates the strategic benefits to be gained when companies engagement in collaborative practical partnership programs.
Catherine Bension shares her unique perspective on the critical issues facing clients and their agencies.
In this presentation, Dan Jaffe reviews a new study, sponsored by seven industry groups including the ANA, that reveals advertising accounts for almost 20% of the country's total economic activity. Most importantly, the study demonstrates that advertising stimulates additional purchases.
This presentation explores Process Excellence as a systematic method to measure, analyze and improve business processes, to identify critical areas that can cause breakthrough results in performance metrics, organizational speed and the cost of doing business. Lean Thinking, Six Sigma, and Design Excellence are reviewed.
This summary provides the top level findings from the 2004 study "Comprehensive Economic Impact of Advertising Expenditures."
This presentation explores the challenges in marketing the value of branding internally, and getting buy-in, at the highest levels of management and galvanizing employees to embody brand attributes.
This presentation explores the trend of municipal marketing as an increasing number of cities making public places available for sponsorship. New York City's marketing efforts in partnership with Snapple are detailed.
Nielsen Media Research addresses their key initiatives for 2004 and what it will mean to advertisers. They also explain their side of the American Association of Advertising Agencies' inquiry with the FTC.