Research : Engagement

Erika Nardini, Director of Worldwide Branded Entertainment at Microsoft, offered best practices for using online media to build brands.

Panelists broadly explore key media issues and their financial implications including: the role of procurement in media negotiations, the future for “brokering”, eMedia buying, online exchanges and the evolution of magazines and TV in the digital world.

This rapid-fire session provided insights for marketers on the various tools available to take their business-to-business marketing programs to the next level.

During a panel discussion, Claire Edgar, Champion, Hanesbrands, Inc. Director of Brand Marketing, discusses how Champion successfully employed facebook to re-engage the "college crowd."

This presentation given by VP of Development Micheal Clarke and VP of Marketing Kay Madi focuses on the differences between traditional digital marketing campaigns, and the edge provided thought the use of social networks. During the session they also discuss the key best practices, key pitfalls and challenges associated with digital marketing.

Interview with Chuck Brymer, President and CEO of DDB Worldwide Communications Group, at the 2007 ANA Annual Conference.

Looking forward to the new season, how the NFL is planning for the future by focusing on its core fans.

In this presentation, Dan Belmont of Mill Sport presents the preliminary results of the ARF's Experiential Marketing Engagement Study which suggest that live brand experiences generate high levels of consumer engagement.

This snapshot discusses the VERB YELLOWBALL campaign. The Center for Disease Control and Prevention worked with Frankel (now Arc Worldwide) to develop this multichannel national campaign dedicated to inspiring play and passing it along to every kid ages 9-13 in America as a means of combatting childhood obesity.

In this presentation, Leslie Zane of The Center for Emotional Learning explores the issue of engagement and looks at the impact of emotion in consumer behavior. She also discusses the ineffectiveness of current measurement models and proposes future models (including the ARF Engagement Task Force initiative).

This case study shows how Campbell Soup used nostalgia mixed with innovation to engage customers in an impacting way.

This checklist provides four tips for educating consumers to build brand awareness.

This presentation discusses the 2006 ARF and ANA member sponsorship engagement study.

In this panel discussion different perspectives on the sometimes vague notion of engagement were offered. Panelists address the advertising, research, media planning and brand strategy point of view. Additionally, approaches to applying the concept to practical marketing measurement challenges are also covered.

On-going member discussion and related materials on the "MI-4" initiative which explores evolution from exposure to engagement.

This article reviews the impact of customer engagement, organization, and production management on driving marketing efforts.

This case study explores how Whirlpool leveraged a unique brand asset to fortify customer loyalty and increase sales.

This presentation reviews the necessity for brand builders to win in this evolving marketplace and what that means for the agency model.

This presentation explores the "first moment of truth" when a shopper in a store decides to buy your company's product, or its competitor's.

This presentation addresses the issue of managing brand equity and the cost of delivery while outlining marketers’ fitful attempts to learn how to customize their offerings without compromising scale or profitability. It also provides the lessons of Smart Customization.