Owned and earned media make up the foundation of marketing plans today. Rex Briggs, CEO, Marketing Evolution, provided practical tools to build a plan, forecast results, and monitor and measure performance of owned and earned media.
Scott Turner, SVP of Agency/Advertiser Sales, GfK MRI, Dr. Lauren Tucker, director of Consumer Forensics, The Martin Agency, and Dr. Eamon Boyle, director of Advanced Model and Research Design, The Martin Agency, discussed how activating a consumer segmentation study can pay big dividends and presented a case study on BFGoodrich’s use of customer segmentation.
Angela Reynar, senior director, Category Insights, Yahoo!, Lauren Weinberg, vice president, Insights and Research, Yahoo!, and Brian Levine, president and co-founder, Innerscope Research, discussed cutting-edge research techniques used to understand what engages consumers most effectively and how to best capitalize on larger, innovative ad units.
Tom Joyner, host, the Tom Joyner Morning Show, and founder of the Tom Joyner Foundation, led a panel discussion with a group of brand executives to address their expectations for multicultural marketing and how they are developing their brands to market their products and services through culturally targeted campaigns within the overall brand.
Luisa Acosta-Franco, vice president of multicultural marketing, Farmers Insurance Group, Inc., discussed aligning core consumer values with business objectives to create a break-through marketing program. Farmers Insurance spokesman Edward James Olmos joined Acosta-Franco for the question and answer segment of the presentation.
Mark Lopez, head, U.S. Hispanic audience and pan regional U.S. sales, Google, Inc., discussed ways to better drive impact at the Zero Moment of Truth (ZMOT) for the U.S. Hispanic market.
Michael Juarez, Diversity Specialist, American Airlines, Inc. at the 2011 Multicultural Marketing & Diversity Conference
Edward J. Olmos at the 2011 Multicultural Marketing & Diversity Conference
Luisa Acosta-Franco, Vice President, Multicultural Marketing, Farmers Insurance Group, Inc. at the 2011 Multicultural Marketing & Diversity Conference
Mark López, Head, U.S. Hispanic Audience and Pan Regional U.S. Sales, Google Inc. at the 2011 Multicultural Marketing & Diversity Conference
Alpesh Patel, Vice President, Multicultural Marketing, MillerCoors LLC at the 2011 Multicultural Marketing & Diversity Conference.
Saskia Sorrosa, Senior Director, Marketing, NBA at the 2011 Multicultural Marketing & Diversity Conference.
David Salazar, Guest Insights Manager, Target Corporation at the 2011 Multicultural Marketing & Diversity Conference.
David Chung, National Manager of Targeted Marketing, Toyota Motor Sales, USA at the 2011 Multicultural Marketing & Diversity Conference
Paul Duxbury, managing director, Spire, and Steve Lightfoot, communications procurement manager, World Federation of Advertisers, discussed data from a 2010 survey, as well as a soon-to-be-released diagnostic tool, that will help organizations to understand their marketing sourcing maturity.
Fay Ferguson, Co-CEO, and McGhee Williams Osse, Co-CEO, Burrell Communications, discussed a recent study conducted to develop a true portrait of everyday African-American consumers.
The ANA Board discusses the challenges facing CMOs today at this year's Masters of Marketing Conference.
Columnist Bob Garfield of Advertising Age sits down with Lee D. Applbaum, executive vice president and chief marketing officer of the RadioShack Corporation to discuss RadioShack's digital and social media efforts.
In this video clip, Ann Lewnes, Senior Vice President, Global Marketing from Adobe Systems Incorporated discusses some of her confessions of a digital marketer.