Marlena Peleo-Lazar, chief creative officer at McDonald’s Corporation, shared how it has continued to be a leader in multicultural advertising by using culturally relevant insights to inform its marketing plans.
Gerald E. Johnson II, chief diversity officer and senior vice president, engagement marketing at the American Heart Association, discussed how the brand raised awareness and educated the African-American and Hispanic communities about heart disease through various multicultural initiatives and advertising campaigns.
Bob Liodice, president and CEO of the ANA, shared a topline recap of the Masters of Marketing conference, with key insights on what marketers need to know from the industry’s signature event.
Greg Glenday, president of connections at Clear Channel, shared how Clear Channel created integrated partnership opportunities during its 2013 iHeartRadio Music Festival.
Brian Cronin, manager of brand strategy and implementation, and Rafael A. Sulit, head of U.S. brand strategy and implementation at National Grid, shared how an energy and utility company built brand affinity through sports and local causes.
David McKillips, senior vice president of corporate alliances at Six Flags Entertainment, shared sponsorship partner activation case studies from Fright Fest, Six Flags’ annual Halloween event.
Lee Maicon, senior vice president of strategy at 360i, the agency behind the Oreo Super Bowl “dunk in the dark” real-time marketing efforts, shared key lessons learned from Oreo and other relevant examples.
Christine Sumecki, PR specialist at Subway, and Shankar Gupta, strategy director at 360i, shared Subway’s story-centric approach to social media.
Shan Soult, senior manager, sales strategy and market development at Cisco Data Center Solutions, demonstrated how gamifying internal collaboration allowed the company to collect large amounts of reliable data in a fraction of the usual time.
Jim Porçarelli, executive vice president and chief strategy officer, and Anat Gilad, senior vice president of retail marketing, at Active International, shared examples of companies that have used corporate trade successfully.
A&E’s vice president of marketing and brand strategy, Lori Peterzell, shared some innovative strategies that helped create the hit show Duck Dynasty.
Helen Loh, vice president of content and digital marketing at Charles Schwab, looked to attract new customers by providing relevant, useful information through content marketing.
Kraft Foods, The Landgraf Consulting Group, and East Commercial Services discussed the financial benefits and hurdles when it comes to state rebates and commercial production.
BP’s marketing and procurement teams created a strong partnership through integrated demand planning and scoping, which helped not only to lower costs but to enhance agency efficiency, and improved process, communications, and strategy development.
L’Oréal’s vice president of digital strategy and innovation, Rachel Weiss, detailed L’Oréal’s internal content audit and shared key takeaways from its resulting content marketing strategy.
Jeff Jacobs and Kushan Surana from McKinsey & Company discussed trends and opportunities for increased collaboration between marketing and procurement while also focusing on the issues and challenges that marketers face in a digital world.
Post Foods stood up to a much larger competitor through brand agility and content creation.
Jason Hill, director of international advertising and content at GE, shared GE’s approach to creating branded advertising content programs, with a focus on GE’s content marketing partnership with The Economist.
Marketing and branding experts discussed the importance of content marketing and thought leadership in the current market.
In this presentation, Nationwide’s Chuck Arida and Kristy Boer discussed how procurement helped the marketing team to achieve more effective and efficient results.