Kathy Cripps, president, Council of Public Relations Firms, and Anthony Viceroy, global president and CFO, Porter Novelli, discussed the importance of having a strong working relationship between a brand and its public relations firm.
In this presentation, Crayola discussed how they understand and articulate their brand identity using integrated marketing in a way that compels change in internal culture and consumer communication.
Kara Bullock, senior vice president and account director, Tribe, and Lindsay Podrid, vice president and creative director, Tribe, provided case studies from brands that excel in internal communications and discussed tips for success in this area.
Christian Meyer, senior vice president and general manager, GSN Digital Solutions shared proven techniques for creating a hit online game.
Eve Reiter, vice president, Marketing Category Management and Agency Relations, American Express Company, and chair of the ANA Agency Relations Committee, discussed best practices that can help marketers, their procurement teams, and agencies go through an effective search and selection process to create better working relationships.
Christopher W. Miller, Ph.D., NPDP, offered seven proven ways to get value from an innovation effort.
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.
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.
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.
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.
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.
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.
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.
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.
Matt Tumminello, president, Target 10, discussed key insights into the LGBT market and how marketers have leveraged these insights effectively.
Melissa Lavigne-Delville, vice president strategic insights, integrated media, NBCUniversal, discussed a 2011 study about multicultural women.
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.