Webinar Presentations

Seven Ways to Promote Innovation in Your Marketing Program

Christopher W. Miller, Ph.D., NPDP, offered seven proven ways to get value from an innovation effort.

Beyond Reach: Redefining Online Advertising Waste and Revealing its Value

Charles Buchwalter, SVP, Nielsen Online, and Jon Gibbs, SVP, Nielsen Analytics and Insight, were joined by Jeffrey Holecko, media manager, Kimberly-Clark, to discuss the keys to defining a successful online ad campaign.

Kraft: The Multicultural Digital Lifestyle: Social, Mobile, Always On

Marla Skiko, EVP, director of digital innovation, SMG Multicultural, discussed the preferences and digital behaviors of U.S. multicultural consumers. Tania Cameron, senior manager CRM-Hispanic segment, Kraft Foods, shared the Comida Kraft case study highlighting U.S. Hispanic digital usage.

The Nine Unwritten Keys to Social Media Planning and Measurement

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.

Secrets of Activating Your Consumer Segmentation

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.

Yahoo!: Capitalizing on the Creative Canvas

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.

Seven Unwritten Principles for a Successful Pricing Strategy

Ronald J. Baker, founder of VeraSage Institute, provided a framework to enable brands to better match price to value and explained why it’s important to understand the value products have in the lives of consumers.

Understanding Marketing Sourcing Maturity

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.

Why Cross-Cultural Is the Wrong Approach to Multicultural

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.

Marketing to the New Majority: Strategies for a Diverse World

David Burgos, VP, multicultural practice, Millward Brown, and Ola Mobolade, managing director, Firefly Millward Brown and co-author of Marketing to the New Majority, discussed the changed marketplace revealed in the new 2010 Census data and showed how marketers can develop integrated campaigns that effectively reach these culturally diverse consumer populations.

How to Make the Most Out of Your Ad Production Dollars

Jillian Gibbs, CEO and Founder, APR, discussed ways to boost the efficiency of marketing investments for ad production without sacrificing the quality of the creative.

Breaking Through the Media Mix

Tabitha Dosch, associate director, corporate communications, and Kate Lowery, business development manager, Spark Communications, discussed how marketers can use social media platforms to get their messages heard above the growing noise in today’s media mix.

The Power of the LGBT Market

Matt Tumminello, president, Target 10, discussed key insights into the LGBT market and how marketers have leveraged these insights effectively.

Multicultural Women as the Shape Shifters of America

Melissa Lavigne-Delville, vice president strategic insights, integrated media, NBCUniversal, discussed a 2011 study about multicultural women.

And Now a Word from the Agencies (4A’s Perspective)

Mat Mildenhall, global leader, P&G, BBDO & Proximity, Tisha Kirkpatrick, P&G leader for Integer, and Michael O’Brien, EVP, Ketchum, discussed how to build better agency relationships and how to get the most from your agency partnerships.

The Hidden Drivers of Consumer Brand Loyalty

Chris Malone, chief advisory officer, Relational Capital Group, discussed how marketers can leverage a universal human behavior to increase brand loyalty.

Barter Has Arrived: Using It to Succeed in Disruptive Times

Barbara Martino, executive vice president, client development, and Kevin Farkas, senior vice president, sales and operations, Active International, discussed how corporate trade resolves a multitude of business challenges in today’s disruptive climate.