Keith Gelman and Doug Shabelman, Burns Entertainment & Sports Marketing, shared best practices for researching, negotiating, and contracting celebrity talent to help add efficiency, leverage, and value to your entertainment marketing expenditure. Betsey Tomasulo, Brand Manager at Vaseline Skin Care, shared a case study of a campaign handled by Burns.
Nancy Hill, the President and CEO of AAAA, shared some thoughts on the agency/client relationship.
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.
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.
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.
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.
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.
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.
While there's been much talk about new types of methods, particularly value-based compensation, there haven't been enough practical applications and shared lessons/best practices. Meanwhile, spending on digital media has exploded and compensation to digital agencies requires a unique understanding.
The new president and CEO of AAAA Nancy Hill discusses topics including her vision for AAAA; diversity; the impact of technology; how clients and agencies can improve their working relationships; agency compensation; client requests for ownership of materials during pitches and more.
David Lubars is chairman and chief creative officer of BBDO North America. As he sees it, his job is to help BBDO maintain its brilliance in traditional mediums, but also create extraordinary things for clients in mediums yet to be defined.
U.S. Media Analyst for Sanford C. Bernstein & Co. Michael Nathanson provide insights into the overall health of the U.S. economy and implications for the media and advertising marketplace.
Representatives from the Incorporated Society of British Advertisers and World Federation of Advertisers, along with two client-side marketers and an advertising consultant, share their experiences with production decoupling and discuss implications for the U.S.
The Media Ratings Council (MRC) give an update on the progress of their audit of the unaccredited Nielsen C3 ratings and provided an overview of how the DTV transition might impact the measurement of ratings in the future.
AAAA members recently discussed the fact that some of the directory industry research that the YPA conducts might soon be changing (e.g., to more online). Larry Small, research director at YPA, provided an update during this committee meeting.
Senior Vice President of Upshot Lionel Knight defines intuitive retail and presents the five building blocks of the principle. He also discusses how companies can go about creating spaces that are conducive to intuitive retail.