Nancy Hill, the President and CEO of AAAA, shared some thoughts on the agency/client relationship.
Representatives from Verizon and Campfire presented a case study on their integrated marketing campaign for Verizon's high-speed broadband service, which combined traditional marketing with social media, block party events, and a television show featuring the product.
Your Brand May Have a Personality But Does it Have a Conscience? The Art of Effective Cause Marketing
Katrina McGhee, VP of Marketing at Susan G. Komen for the Cure, discussed the potential benefits of a cause marketing program and the pitfalls marketers should avoid. Today's savvy consumers are demanding their favorite brands have a social conscience as part of their daily business operations. Katrina shared best practices and the latest trends in the red hot area of cause marketing.
Neg Norton, President of YPA, provided an update on using more metered ad testing (i.e., call tracking studies) as an alternative to existing syndicated audience measurement research.
The Mattel Worldwide Creative & Marketing Communications Group was set-up in 2005 as an in-house resource. Lisa McKnight, VP, Creative & Marketing Communications, shared her perspective on the agency models used by Mattel, as well as the scope-of-work scenarios that best lend themselves to production decoupling.
The Longitudinal Media Experience Study is a single source, occasion-based monitor of cross-platform media consumption. This presentation details the methodology and key findings from the first wave of research.
In April 2008 the World Federation of Advertisers and the Incorporated Society of British Advertisers ran a survey on the uses and approaches to production decoupling.
Erich Joachimsthaler, the CEO of Vivaldi Partners, discussed the history of brand building and its future.
Dave Balter, the founder and CEO of BzzAgent, discussed the benefits of Word-of-Mouth marketing, how it can be measured, and the pitfalls marketers must strive to avoid when conducting a Word-of-Mouth campaign.
Often referred to as the "Father of Integrated Marketing," Northwestern University's Don Schultz has authored 13 books on marketing, including the ANA's Measuring Brand Communications ROI. In this presentation, he introduced new analytical methodologies to help marketers catch up to the integrated world that their customers are already living in.
Dick Blatt, CEO of POPAI, the Global Association for Marketing-at-Retail and Martin Kingdon, CEO of SheridanGlobal Limited, discussed how the retail space as a marketing platform is being transformed at an unprecedented pace.
The "10 Issues in 50 Minutes" panel moderated by Jonah Bloom, editor of Advertising Age, addressed several topics related to media advertising, such as the Nielsen C3 ratings, the lasting effects of the most recent writer's strike, and convergence of video.
Mike Steib, Director of Google TV — Google Inc. explores ways media has effected how marketers create and use audio, print and TV ads.
Representatives from Hershey and Arnold had a candid discussion on the client/agency relationship, sharing insights into how their relationship has changed to adapt to business needs, as well as the processes put in place to ensure a mutually beneficial working environment.
Creative Director at Y&R New York Ryan Hose highlights numerous practices that have made client/agency partnerships a success.
Google Director of New York Advertising Sales Tim Castelli shares thoughts on the current trends shaping digital marketing, including the ways in which offline events drive online behavior and the importance of having your message accessible to customers 24/7.
Marketers seek to understand how consumers select brands and media. According to NewMediaMetrics, comprehending this concept rests in understanding emotional attachment and "pull." Based on academic findings about the attachment between mother and child, NewMediaMetrics provides a quantitative way to measure consumers' emotional attachments to brands and media.
Erika Nardini, Director of Worldwide Branded Entertainment at Microsoft, offered best practices for using online media to build brands.
Speakers from Media IQ shared the metrics for three types of campaigns: product versus lifestyle messaging, new campaign versus previous campaign, and multiple executions with a campaign.
In this seminar, Gillette's creation of an online knowledge management center was discussed. Policies and procedures, lessons learned, and suggestions on possible approaches to building a knowledge management portal for the marketing function were covered.