Snapshots
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Google: The Evolving Media Landscape
Brian Jackson, head of industry, financial services, Google, discussed how the rising trend of the always-on consumer is having a dramatic impact on marketing and advertising.
Insights from Advertisers Who Have Embraced Audits
Jim Garrity, president, Media Audit Council, shared results from a recent Media Audit Council survey and engaged in a discussion moderated by the ANA with Sebastien Slek, procurement group executive director, marketing and indirect, Warner Brothers, and Jaclyn Watling, strategic sourcing senior analyst, Gap Inc., about successfully conducting media audits.
Marketers Panel: Media Strategy Issues
In this session the ANA led a panel discussion with client-side marketers on their views and best practices for a variety of top media strategy issues.
Patagonia: Sustaining a Valuable Brand by Protecting Our Common Ground
Vincent Stanley, vice president, marketing, Patagonia Company, discussed how the renowned outdoor clothing and equipment company has led the way in sustainability since its founding.
Reckitt Benckiser: Partnering with Consumers to Impact Sustainability
Jennifer Duran, global sustainability manager, Reckitt Benckiser, discussed how Reckitt Benckiser has revamped its mission and purpose to focus more on sustainability.
Seventh Generation: Sustainability 3.0
Joey Bergstein, chief marketing officer, Seventh Generation, discussed how Seventh Generation connected successfully with consumers to become the number on green brand in the U.S. in 2011.
The Evolution of the Green Consumer
Jack Neff, business writer and editor, Advertising Age, discussed how consumer interest in green products may be waning.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Executives from Krispy Kreme and Barkley (its agency) discussed how Krispy Kreme integrated its brand icons into social media, online, and mobile programs aimed at Millennials.
The New York Times 2012 Cross-Platform News Study
Brian Brett, executive director, Customer Research, The New York Times, discussed findings of a national survey examining the cross-platform behaviors of news consumers.
The Recipe for a Successful Online Community: How Hobart Baked One of Their Own from Scratch
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
Intel Corporation Leverages the Global Social Film Experience
Intel and Toshiba partnered to produce the first ever social film, Inside, in 2011. Billie Goldman, partner marketing, Intel Corporation, discussed the making and success of the companies’ second film, The Beauty Inside.
WellPoint, Inc. Responds to Consumer Needs in Social
Fabiola Orlowsky, advertising manager, and David Treier, marketing director, WellPoint, Inc., discussed the programs that have distinguished WellPoint as a pioneer in the use of social media within health care.
Case Study: Purex’s ‘Shock and Awe’ at Walmart
Steven Decker, president, Zooka Creative, and Stephen Koven, director of marketing, Henkel Consumer Goods, Inc., shared a case study on the launch of Purex’s natural, crystal-based fabric softener.
Corning Case Study: A Day Made of Glass
Lisa A. Burns, director, corporate marketing and branding, corporate communications, Corning Incorporated, and John Mannion, EVP, director of client relations, Doremus, discussed the creation of an internal video that went unexpectedly viral in 2011 and earned over 20 million views online.
CSC Creates an Engaging Digital Marketing Ecosystem
Michael Mclaren, president/east, MRM, and David Parsons, vice president global alliances & chief marketing officer global sales & marketing, CSC, discussed how CSC overhauled its marketing organization and adapted its marketing ecosystem for the 21st century.
Dell’s Approach to Branding for B-to-B Marketers
Mary Ellen Dugan, executive director global brand and advertising, Dell, discussed Dell’s journey to reinvigorate its brand, which started with 9,000 customer interviews and culminated in a holistic, purpose-driven brand rolled out across the organization and around the globe.
Inside Intuit: Creating Content that Drives Connections
Adrian Parker, director, social, mobile, and emerging media, Intuit, shared how Intuit is restructuring their systems, skills and strategy around a content-first mindset.
Sales and Marketing at Dell: Partnering for Growth
Carla Pineyro, executive director, Latin America marketing, Dell, discussed how marketing and sales aligned to create a proactive demand generation machine.
Six Performance Management Principles of Successful Marketers
Laura Patterson, founder, VisionEdge Marketing, discussed a survey that revealed six performance management best practices of successful marketers and key steps to quickly improve and prove marketing’s value to the business.
American Express: Insights from a Creative Visionary
Abbey Klaassen, editor, Advertising Age, led a discussion with Leslie Berland, SVP, digital partnerships and development, American Express, on American Express’ evolutionary journey in social media.
