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.
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.
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.
Adrian Parker, director, social, mobile, and emerging media, Intuit, shared how Intuit is restructuring their systems, skills and strategy around a content-first mindset.
Carla Pineyro, executive director, Latin America marketing, Dell, discussed how marketing and sales aligned to create a proactive demand generation machine.
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.
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.
Lisa Mancuso, senior vice president, marketing, Fisher-Price, discussed how Fisher-Price refreshed its brand through new TV commercials, digital assets, and packaging.
Dimitri Maex, managing director, OgilvyOne New York, and author of Sexy Little Numbers, discussed how to turn data into actionable strategies that drive real growth and revenues.
Carmen D’Ascendis, director of global marketing, Brown-Forman Corporation, and Wade Devers, executive vice president, group creative director, head of art, Arnold Worldwide, discussed how Jack Daniel’s approach to creativity continues to engage consumers in new ways and drive growth for the brand worldwide.
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
The Hershey Company: Measuring the Impact of Charitable Efforts on Brand Warmth, Competence, and Behavior
Ed Martin, marketing excellence and CSR insights director at The Hershey Company, shared key learnings from a research study that measures positive brand perceptions, purchase intent, and loyalty from charitable marketing programs.
Justin Osborne, general manager, advertising and marketing communications, Volkswagen of America, Inc., and Michael Kadin, executive vice president and group creative director, Deutsch LA, discussed how Volkswagen has leveraged simple, human storytelling to reach a broad audience.
John Bell, managing director, Social@Ogilvy, and Eva Press, strategist, creative solutions, Facebook, shared eight ways which creatives can utilize the data available to them in the social space to engage and drive action.
Kate Kaye, big data editor, Advertising Age, led a panel discussion with Joe McCarthy, former CEO, Publicis NY, and partner, The Leadership Collective, Sue Davidson, SVP, analytics and accountability, R/GA, and Steve Hayden, vice chairman, Ogilvy & Mather, about their creative approaches to understanding data within their organizations.
Kevin Farkas, EVP, sales and business development, Active International, and Robert Pankuck, SVP, managing director, Active International, outlined the differences between the two models and what to consider when selecting a corporate trade partner.
Christopher Boniface, media manager, and Dana Larsen, brand manager, Ace Hardware, discussed their successful integrated campaign to promote the company’s new paint brand, Clark+Kensington.
Jen Compton, vice president of marketing, Boston Bruins and TD Garden, discussed how the Bruins became the first professional sports team to create a digital entertainment network.
Tracy Stokes, principal analyst, Forrester Research, discussed the challenges brands face in the “Age of the Customer” and how to navigate the changing media landscape with a brand north star, map, and compass.
Brian Cronk, VP, group director, strategy, Carat USA, discussed how Gillette got disposable razor users to switch to the Fusion ProGlide by frightening them with “The World’s Scariest Shave” campaign.