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.
Alexi L. Sarnevitz, Senior Director Retail Strategy Global Retail Practice at SAS Institute, discussed how marketers can use retailer customer centricity to drive sales and presented case studies of successful retailers.
Diane M. Gibbons, Team Leader, Agency Management, Pfizer, Jim Akers, Global Category Lead, Creative Agencies & Director, WW Procurement, Pfizer, and some of their agency partners discussed the evolution of the creative agency scope of work at Pfizer.
Chris Aarons and Geoff Nelson of Buzz Corps shared the story behind their award-winning Hewlett Packard campaign.
J. Francisco Escobar, Founder, JFE International Consultants, led a panel discussion focused on the role and future of the procurement or strategic sourcing function.
Peter Cassat of Dow Lohnes PLLC discussed the FTC's 2009 Self-Regulatory Principles for Online Behavioral Advertising report and reviewed attempts by lawyers and regulatory agencies to balance the interests of advertisers with the privacy rights of consumers.
Sarah Armstrong, Director of Worldwide Media & Communications Operations at the Coca-Cola Company, shared the principles behind TCCC's transition to value-based agency compensation.
This article explains the importance of a well structured contract and provides guidelines on how advertisers and agencies can collaborate to write one.
ANA President and CEO Bob Liodice on carefully managing precious resources.
Matthew McCance from the Market Research Executive Board discussed the current state of research budgets in this economic downturn.
Representatives from P&G and Millward Brown discussed the results of a recent survey conducted by P&G and Millward Brown that analyzed the top 25 best brands in the world and their defining characteristics.
Don Sexton of Columbia University presented three rules for marketers to live by during a recession.
This article provides advertisers with a checklist to help assess the overall production process.
Nick Carmen, Post Production Specialist, Radiant Images spoke about the implications of shooting commercials with HD file-based cameras.
Cheryl Max at IBM discussed the system her company uses to track and analyze its event portfolio.
Mark Mitchell with Canoe Ventures gave an update his company's progress on collecting data on television advertising and its vision for the future.
Frances Dovey, Interactive & Emerging Media Manager, Cadbury, and Robert Dreblow, Marketing Communications Director, World Federation of Advertisers, discussed the rise of VOD and interactive TV in the UK. The discussion featured a case study by Cadbury and the results of a WFA survey on non-traditional TV activities.
Robert Corn-Revere, Partner, Davis Wright Tremaine LLP, and Keith Murphy, Vice President, Government Relations and Regulatory Counsel, Viacom, Inc., shared their thoughts on steps the Obama administration may take towards increased advertising regulation.
ANA legal counsel Douglas J. Wood of Reed Smith LLP and James Dudukovich of The Coca-Cola Company gave an update on negotiations with SAG/AFTRA over a new collective bargaining agreement covering television and radio commercials.
Chris Charyk, Partner, MarketingNPV, shared his thoughts on the best way to cut a marketing budget, while still continuing to perform at a high level.