Brand Building : Marketing innovation

An exclusive ANA survey finds that successful integrated marketing programs - long the holy grail for major national advertisers - remain as challenging today for marketers as they have for the past several years.

This article describes how Claire Bennett’s rare combination of creative and financial sense has helped elevate the marketing organization at American Express.

Innovation Director, Integrated Consumer Experience at Humana Inc. Tony Tomazic discusses how the consumer is being put and the center of their innovation efforts.

Green marketing is an attractive idea to advertisers and consumers alike. During this presentation Kathryn Barrett Park, General Electric Senior Counsel for Advertising and Brand Management and John P. Feldman, Reed Smith LLP. Partner, identify some of the green marketing practices federal and state regulators are targeting and how General Electric is addressing the business and legal issues, both in the United States and internationally.

This presentation includes practical insights to help you learn how to make innovation work within your organization, including challenging the existing orthodoxies of your business model and the importance of being daring in your innovation practices.

Vice President of Global Media and Communication at P&G Bernhard Glock shares P&G's approach to innovation and engages the audience in a discussion about their experiences.

Messrs. D'Esopo and Dixon share some of the tools and techniques they use to determine a client's most promising brand-building opportunities and how to prioritize investment in those activities.Customer Relationship Management.

John Emmert from Ford shares insights on how collaborating with Microsoft to launch Sync, a voice-activated, hands-free mobile communications and digital music player access, exclusively in twelve Ford, Lincoln and Mercury products helped elevate their brands.

This article outlines practices for creating a culture of innovation in your marketing organization.

Prophet's Senior Partner, Mike Leiser presents the results of a recent Innovation Study. He shares insights into how to acquire, analyze and build innovation internally. Specifically, demonstrates how to embark on the initial data analysis to get to innovative ideas and share how senior marketers, innovators and strategists should be defining and using innovation throughout their company.

This article indicates what the ANA thinks with be the top 10 trends in 2008.

Mitch Duckler, a Associate Partner at Prophet, explores the idea of green marketing and reviews a case study where they helped a client to compose a value proposition based on the attitudes and benefits of the target customers. Joined by Victor Melendez, Pepsi's Chief Sustainability Officer and Joe Pettus of Safeway, they discuss the steps you need to take to become greener.

Executive Director, US Sales, Yahoo! Adam Chandler and Multicultural Marketing Director, PepsiCo Gustavo Perez explore why marketers are still using to the web to target bilingual Hispanics in Spanish only.

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.

This case study outlines how a Mass. based Dunkin' Dounts use word-of-mouth marketing to launch a low-calorie latte in 2005 and presents some of the findings from the study.

This article explores how real-time automated business processes will soon revolutionize the advertising and marketing industry by allowing marketers to streamline everything, in turn giving them the ability to make necessary changes at a moments notice.

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.

During this presentation two views were introduced regarding one of the industry's hot topics, "green marketing."

Developed by Environmental Resources Management

During this presentation Gary Reisman and Denise Larson of NewMediaMetrics, Inc., provided listener with an overview of emotional attachment metrics as perceived by NewMediaMetrics.

During this presentation the Head of Advertising and Brand Management for Citigroup Global Wealth Management discusses what steps need to be taken to turn this period in time into the Golden Age of advertising.

In this presentation Victor Melendez, VP Marketing, Sustainability, Pepsi-Cola North America, discusses what the soft drink industry is doing to become "green."

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

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 explores strategies employed by Castrol's Syntec brand and presents some of the results.

In this presentation Michael Palmer of the ANA explores the changing role of marketers and marketing.

Presentation from Kraft's, Pat Gliniecki, presentation where he discussed their approach to building teams for innovation.

In this article, Andy Cohen, advertising guru and expert magician, reveals three lessons for creating an culture of innovation.

This survey, jointly produced by Landor, Cohn & Wolfe and Penn, Schoen & Berland, explores Americans’ attitudes toward – and perceptions of – green practices in business, gauges their level of involvement in improving the state of the environment, and identifies which brands they think are best at being green.