Michael Farmer, chairman of Farmer & Company, LLC, shared ideas on how a scope of work (SOW) can effectively be an integral part of a client-agency relationship, and also the basis for how agencies are compensated.
A new study explored changing practices in the utilization of data among marketers. The findings revealed a significant need for improvements in the use of data, the measurement of digital marketing, and the assessment of marketing ROI.
David Cooperstein, vice president, practice leader serving CMOs and marketing leadership professionals at Forrester Research, Inc., highlighted five trends for 2013. He addressed post-digital marketing, the always addressable consumer, big data, programmatic buying, and video and TV advertising.
Gerry Preece, consultant at External View Consulting Group, co-author of Buying Less for Less, and former global director of Marketing Procurement at Procter & Gamble, outlined key guidelines for having the right marketing procurement approach to deliver results.
Ekaterina Walter, senior social media strategist at Intel Corporation, and author of Think Like Zuck, examined the five principles behind Facebook’s meteoric rise and the success of businesses like it: passion, purpose, people, product, and partnerships.
Shelly Palmer, consultant, business advisor, and author of Digital Wisdom, gave a high-level recap of key learnings, trends, and implications for marketers from the 2013 International Consumer Electronics Show (CES).
Jenni Bair, LEED AP BD+C, brand marketing manager, Hobart, discussed the brand’s "Get Back to Scratch" campaign, which capitalized on the growing demand for food made the old-fashioned way and positioned Hobart as the go-to source for the equipment required to make these tasty dishes.
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.
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.
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Scott Turner, EVP, agency and advertiser sales, GfK MRI, shared new data on consumers' digital behavior on tablet devices, including iPads and e-readers.
Radha Subramanyam, EVP of sales and marketing research, Clear Channel Media and Entertainment, shared how radio is taking advantage of opportunities on both digital and mobile platforms.
Kyra Whitten, senior director, worldwide communications, Xilinx, Inc., discussed how Xilinx built a social media program to engage its diverse customer base across several industries.
Kris Bergen, senior user experience lead, Microsoft, demonstrated Microsoft's new advertising opportunities within the Windows 8 app ecosystem.
Evan Krauss, EVP, global advertising sales, Shazam, shared how the brand is connecting TVs with smartphones, allowing a 30-second commercial to become a three-minute engagement on your phone.
Brian Brett, executive director, Customer Research, The New York Times, discussed findings of a national survey examining the cross-platform behaviors of news consumers.
Michael Nathanson, managing director — Equity Research, Americas, Nomura Securities International, Inc., discussed strengths, challenges, and strategies for growth for some of the leading publicly traded holding companies.
Brad Newberg, partner, Reed Smith discussed the benefits and pitfalls of using social media to connect with customers. He also presented best practices for social media and tips for handling user-generated content.
Kevin Farkas, executive vice president, sales and business development, Bill Georges, president, sales and operations, Active International, and Barbara Martino, executive vice president, client development, Active International, explained how corporate trade works and shared examples of how companies have successfully integrated it into their businesses.
Sharmila M. Fowler, senior client advisor, Geoscape, and Thomas Tseng, principal and co-founder, New American Dimensions, LLC, discussed why and how to reach Asian consumers.