Case Studies
Car-X Case Study—Using Research to Produce Most Cost Effective Campaigns
Rich Brayer, vice president of marketing at Car-X, and Gregg Stewart, SVP of interactive at TMP Directional Marketing, shared a case study on how they were able to use comScore/TMPDM research to realign Car-X's marketing program and produce more cost effective results.
Case Study: Red Lobster
Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.
International Truck and Engine: Drive and Deliver Case Study
Matt Aldrich, director of business intelligence and customer marketing at Navistar, discussed how International Truck reinvented itself by doing the unexpected, investing in the Web, and using branded entertainment and automotive techniques to launch new truck brands.
Strategies in a Downturn
Mark Chmiel with Denny's Corporation and Antony Young with Optimedia International U.S., Inc. discussed Denny's unconventional approach to promoting the brand through its Grand Slam breakfast giveaway.
Evolving Condom Marketing to Drive Measurable Results
James Daniels, vice president of marketing at Church & Dwight Co., Inc, discussed how Trojan has used metric-based strategic planning and monitoring to improve media efficiency and grow franchise sales and presented a case study.
Building a Strong Brand for Both Consumers and Businesses: An American Express Case Study
Pat Shores, VP of brand strategy implementation global brand management at American Express, presented case studies to show how the company has approach its B-to-B and B-to-C businesses.
Doing More with Less - Sun Microsystems
Jeff Julian, global search marketing manager at Sun Microsystems, discussed how his company has been able to use offline and online media to do more with less in the current economic climate.
Driving Efficiency: Sony's Multi-Channel, Multi-Platform Approach
Andrea Fishman, VP, BGT Partners, discussed how Sony is taking advantage of the digital channel to efficiently improve their messaging, media relations, and customer relationships.
Streamlining Web Development and Operations
Paul Dolegowski, director of CRM & interactive technologies at the Brown-Forman Corporation, and Slingshot CEO Owen Hannay discussed how they worked to streamline web development for a number of global web properties.
The Method Success Story
Eric Ryan, co-founder of Method, and Scott Potter, founding managing partner of San Francisco Equity Partners, discussed how Method has used the brand to change the consumer packaged goods industry.
Effie Awards: Ideas that Work
Col. Casey Wardynski, director, office of economic and manpower analysis, U.S. Army, Eric Johnson, president, Ignited LLC, and Laura Bowles, vice president, group account director, Crispin Porter + Bogusky shared Effie Award-winning case studies featuring the U.S. Army and Burger King.
Integration: The Key to an Effective and Efficient Marketing Budget
Liz Cahill, Vice President of Marketing and Communications at Lee Jeans, discussed Lee's decision to move toward a more integrated and accountable system.
Oreo, America's Favorite Cookie: A Kraft Case Study
In this case study, John Ghingo, marketing director, Kraft Foods, discussed the strategy behind Kraft's campaign to introduce Oreo cookies into the Hispanic market.
"How Sweet the Sound" Hits All the Right Notes
Robyn Duval, associate director, national advertising, Verizon Wireless, shared the results of Verizon Wireless' Effie Award-winning campaign, "How Sweet the Sound."
Fender Musical Instruments: Building Market Confidence through Consumer Engagement
Richard McDonald, senior vice president of global marketing, Fender Musical Instruments, discussed how Fender meets the challenge of balancing a 60-year legacy with brand relevancy by developing innovative consumer and retail programs that engage consumers in authentic and powerful ways, while constantly advancing a vital brand heritage.
Skittles and Twitter
Carole Walker and Osher Hoberman with Mars presented a case study of a campaign for Skittles candy that utilized Twitter and other social networking tools.
Bringing Together Shopper Marketing and Bought In-Store Media
David Sommer with MEC Retail discussed how marketers can use shopper marketing and in-store media to drive sales and build brand equity.
Merrill Lynch Case Study: Integrating Strategic Marketing Platform Across Organizations and Business Processes
Representatives from Merrill Lynch and the Boathouse Group, discussed the evolution of the Merrill Lynch brand from 2000-2007.
HP Case Study: 31 Days of the Dragon WOM Marketing Program
Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.
Competing with 'The Big Guys' How to Maximize Value and Impact Despite Limited Marketing Spend
Brad Casper, President and CEO, The Dial Corporation, shared five case studies detailing Dial�s ability to keep pace with their higher spending competitors.
