Integrated Marketing : Strategy

This article provides the insights of Kama Crawford, Director of Media and IMC Communications, Coca-Cola, Eduardo Conrado, VP Global Business and Technology, Motorola, and Delitha Morrow Coles, Manager of Marketing Communications, Kimbrerly-Clark Corp on the measurement-specific information collected as part of the 2008 ANA Integrated Marketing Survey.

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 cases study describes how Brand Manager Derek Gordon and the VP of Sales at Clorox teamed up to help Kingsford Charcoal's market share grow over time.

This case study exposes Bank of America's sponsorship strategy.

This snapshot highlights the latest joint research from the ANA and BtoB Magazine and provides insight into how marketers have moved to becoming business leaders, as they evolve into the force that connects marketing to business strategy.

Booz Allen Hamilton highlights the key trends resulting from the Marketing & Media Ecosystem 2010 Study, a cross-industry, multi-phase study designed to explore how the digital media environment is reshaping the ecosystem of marketers.

ANA Faculty and President of MagicEcho Richard Costello discusses ways to gain internal support among all parties responsible for the different elements of a brand. Richard also talks about what he defines as the "Integrated Implementation Roadmap."

Conducted by the Association of National Advertisers and BtoB Magazine, this white paper describes the results of a study that was designed to explore the extent to which marketing departments are being reorganized.

The Associate VP of Sharp Electronics Andrew Kritzer provides insight on how he evolved the old model of traditional sports sponsorship with pure-play media support to restored the sports sponsorship and marketing program at Sharp Electronics.

This session highlights the findings of the latest joint research from ANA/BtoB Magazine; specifically, it provides insight into how marketers have moved from being primarily marketing communicators to becoming business leaders as they evolve into the force that connects marketing to business strategy.

Written by Lynn Russo Whylly, this article provides five ways to effectively conduct multicultural 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.

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 article Thomas Wailgum talks about the potential of mobile marketing.

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.

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.

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.

This case study discusses MasterCard's Priceless campaign.

This presentation focuses on the evolution of marketing including the importance of how the right insight can help make the most of new technologies and measures.

Microsoft presented a marketing case study in the financial services industry and a digital ad solutions case study on their product XMOS--Cross Media Optimization Study (i.e., adding online to the communications mix).

In this article, new ANA chairman Steve Sullivan outlines his three fundamentals for the smart marketer.

This presentation explores how BP Lubricant applied emerging technologies to its Castrol Syntec brand.

This case study explores how Novartis is using non-traditional advergaming to reach and educate its target group.

This presentation reviews the some of the marketing organization metrics that you're likely to forget.

This case study details how the development of a strong brand positioning/voice, smart targeting, phased communications and creative thinking contributed to the stellar launch of Ted, United Airline's low cost carrier. 2005 Gold Effie award winning case study.

This presentation reveals that marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends.