Integrated Marketing

The man who headed strategy and business development for the Foster’s Group, Neville Fielke globally provides a hands-on guide to rebuilding brand focus. A perfect world, says Fielke, is where business strategy and marketing strategy are one. His ideal marketer is a combination of a left-brain and a right-brain thinker: an individual equally comfortable considering “the big idea” and a P&L sheet — someone who is entrepreneurial and creative, yet analytical and objective. Fielke wants people who combine passion and objectivity with an ability to integrate, mobilize, and be conceptual; this, he emphasizes, demands a new level of diversity in the modern marketer.

The CMO of Bank of America and President of BoA Northeast Anne M. Finucane draws on an ad agency background to promote innovative customer connections. “Do I think marketing is a core competency of banks?” Finucane asks. “Well, I think there has been more recent recognition among financial institutions that it is absolutely critical to growth. With the consolidation in our industry and broadening of products, services, and delivery channels, competition has escalated. Distinguishing ourselves from the competition requires operational excellence — and innovative, effective marketing.”

The retired CMO of Wachovia Corporation explains the bank’s bold gamble on a postmerger corporate brand. Wachovia’s corporate marketing culture is a fact-based decision making system grounded in a truly exceptional triumvirate. Because Garrity believed so strongly in getting a return on his marketing investment, and because he was the consummate team player, his marketing group has the legacy of working hand in glove with the corporate finance and analytics departments. Indeed, in his years as the CMO of Wachovia, Garrity set the standards for a new kind of marketing ROI and accountability.

In this presentation MTV provides examples of their work with Visible World to create dynamic customized TV ads. MTV's Digital Fusion group also showcases customized webisodes and microsites.

In this presentation Tom Daly, Strategy & Planning, Global Interactive Marketing, The Coca-Cola Company and Michael J. Becker, EVP Business Development, iLoop Mobile, Inc., provide insite on how to successfully use mobile channel for marketing as well as its applicability within transaction and relationship marketing paradigms.

In this presentation Marta Dapena-Barón, Founding Partner, Big Picture Partners and Hans Schwarz, Product Director, Johnson & Johnson discussed a marketing framework that helped align all areas of the organization along a common goal and facilitate decision-making.

In this article Bob Liodice, President and CEO, ANA, talks about what is being done in the area of marketing accountability.

In this article Thomas Wailgum talks about the potential of mobile marketing.

Chuck Kapelke reviews the findings of the Booz Allen Hamilton report titled, "Marketing and Media Ecosystem: 2010."

Wharton Business School professor Dave Reibstein and Pat LaPointe, managing partners at MarketingNPV, present ten common-sense guidelines designed to help you to tell the difference between inspired genius and well-packaged PR when you evaluate marketing measurement tools and practices.

This article provides insight to companies interested in establishing their own online communities.

Read why some professionals believe creative an internal organization is crucial to success.

This article disscusses emerging opportunities for marketing professionals to use content management solutions which were historically targeted to IT professionals.

The results of an Association of National Advertisers (ANA), Guideline Inc. and BtoB Magazine survey of both business-to-business and business-to-consumer marketers to explore the use of new media platforms, such as search, social networks, user-generated content, podcasts, blogging and more.

Based on responses from over 250 marketers, representing 165 unique companies, this whitepaper prepared by Andrea Rasmussen, Carolyn Ude, and Edward Landry of Booz Allen Hamilton, details how marketers and their agencies must change as the convergence of media and technology, changes the connection between marketers and end users.

Steven A. Ballmer, Chief Executive Officer, Microsoft Corporation, discusses the direction that technology is taking the marketing community.

View the powerpoint slides from Bob Lachky's, EVP & Chief Creative Officer, Anheuser-Busch, presentation titled, Budweiser Creativity – The Catalyst for Brand Leadership where he discusses how Anheuser Bush continues to reinvent itself.

In this presentation, the CEO of Marketing Evolution, Rex Briggs and Richard Grammier of NASA, talk about the different measurement tools that can assess marketing success.

In this presentation the cross-platform team from CBS RIOT (radio, internet, outdoor and television) discusses how clients can get bigger ideas and more value from their media partners.

Media-planning guru Erwin Ephron discusses redefining exposure measures and incorporating softer measures such as receptivity, attentiveness, and engagement into the measurement process. He also presents a case study demonstrating that a TV/radio schedule will easily outperform TV alone in reaching consumers.

In this presentation Robert Haverback and Ira Helf discuss the results gained from migrating into a digital environment.

Toni Gnewuch of American Family Insurance and Micheal Petromilli of Prophet, discussed how the combination of historical, test, and learn analysis allowed American Family Insurance to assess marketing's impact on business growth and help guide future investment.

Barbara Basney, Xerox, Ellis Booker, BtoB Magazine, and Jeremi Karnell, One to One Interactive review the survey results addressing 15 new media platforms across all areas of the communications mix.

In this presentation, Wenda Harris Millard, President of Media, Martha Stewart Living Omnimedia discusses the future of partner programs and how media companies and partners can best maximize media-neutral planning.

This snapshot presents portions of a discussion held about using brand buidling as a method to increase demand and lead generation while driving revenue.

In this presentation Andy Azula of The Martin Agency, and Betsy Wilson of the UPS talk about how they collaborated to develop a marketing campagin bult on a whiteboard and brown marker.

This snapshot summarizes, Steve Sayre, VP of North America Marketing presentation describing how Avaya connects with its customers.

This snapshot presents responses to questions posed to Gordon Wade, founding Partner, EMM Group, Inc, related to marketing accountability.

This benchmark completed by the ANA Multicultural Committee provides insight on how companies utilize and value their segment marketing managers.

This survey addresses B-to-B marketers’ current and intended usage of new media platforms, spending, measurement/ROI, resource allocation and integration with other elements of the communications mix.