ANA Topics

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FedEx Launches an Integrated Campaign to Optimize Multiple Digital Channels

Dennis Shirokov, marketing manager, FedEx, and David Skinner, SVP, client solutions/account management, [x+1], discussed how FedEx created its first end-to-end interactive campaign which leveraged multiple channels to provide an optimized online experience.

Kimberly-Clark: Huggies Integrated Marketing Case Study

Amanda Boyle, head of integrated marketing for baby and child care, Kimberly-Clark Corporation, and Angela Johnson, worldwide managing director, Ogilvy, presented an integrated marketing case study on Huggies Little Movers Slip-Ons.

The Power of the LGBT Market

Matt Tumminello, president, Target 10, discussed key insights into the LGBT market and how marketers have leveraged these insights effectively.

The Power of the LGBT Market

Matt Tumminello, president, Target 10, discussed key insights into the LGBT market and how marketers have leveraged these insights effectively.

The Power of the LGBT Market

Matt Tumminello, president, Target 10, discussed key insights into the LGBT market and how marketers have leveraged these insights effectively.

True Value: Using Integrated Marketing to Reach Younger Consumers

Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.

True Value: Using Integrated Marketing to Reach Younger Consumers

Carol Wentworth, VP marketing, True Value Corporation, and Jean McLaren, president, MARC USA, highlighted True Value’s new integrated marketing campaign, the objective of which was making the hardware store the first stop for a younger target audience of DIY first-time homeowners and enthusiasts.

Yahoo! & Westin: Custom Content Solutions

Lauren Weinberg, vice president of strategic insights and research, Yahoo!, and Andrew Snyder, executive director of content solutions sales, Yahoo!, discussed how Yahoo! partners with agencies and other external partners on research projects.

Yahoo! & Westin: Custom Content Solutions

Lauren Weinberg, vice president of strategic insights and research, Yahoo!, and Andrew Snyder, executive director of content solutions sales, Yahoo!, discussed how Yahoo! partners with agencies and other external partners on research projects.

Agency Evaluation Process at Nestlé

Agency performance evaluations are a critical tool to help both marketers and agencies assess their relationships, identify potential problems, and improve performance. Carleen Ramirez, corporate communications at Nestlé USA and Sopan Shah, group procurement manager at Nestlé USA shared best practices and insights on their company’s agency evaluation process.

Agency Perspective Panel

A panel of agency executives provided their perspectives on client-side marketing procurement.

BP: Managing a Global Agency Relationship

Mark Hudson, global advertising procurement manager, BP; Kathy Leech, global director, brand communications, BP; Jessica Davidson, senior partner, managing director, Ogilvy & Mather; Charlie Kingston, finance director, Ogilvy & Mather, discussed the programs and initiatives they have developed to improve relationships between marketing procurement and agency account management and finance.

BP: Managing a Global Agency Relationship

Mark Hudson, global advertising procurement manager, BP; Kathy Leech, global director, brand communications, BP; Jessica Davidson, senior partner, managing director, Ogilvy & Mather; Charlie Kingston, finance director, Ogilvy & Mather, discussed the programs and initiatives they have developed to improve relationships between marketing procurement and agency account management and finance.

Brand as Part of the Aetna Business Model

Peter Brodnitz, head of advertising & brand, Aetna, discussed recent strategies to reinvigorate and strengthen the 150-year-old brand.

Johnson & Johnson: Trickle Down Procurement

Payton Rodgers, category lead, agencies and media, medical device and diagnostic sector, Johnson & Johnson, and Eric Samuelson, VP, strategic sourcing and supplier development, Jack Morton Worldwide, discussed how marketing procurement worked to create an environment of “trickle down procurement” which greatly increased production quality while also organically reducing costs.

Johnson & Johnson: Trickle Down Procurement

Payton Rodgers, category lead, agencies and media, medical device and diagnostic sector, Johnson & Johnson, and Eric Samuelson, VP, strategic sourcing and supplier development, Jack Morton Worldwide, discussed how marketing procurement worked to create an environment of “trickle down procurement” which greatly increased production quality while also organically reducing costs.

Kraft: Optimizing the Procurement/Marketing Relationship

Heidi Pachura, senior director, indirect procurement, Kraft Foods, Inc., and Mitch Arends, director, global marketing and corporate services procurement, Kraft Foods, Inc., discussed how Kraft has worked diligently to solidify the relationship between procurement and marketing.

Kraft: Optimizing the Procurement/Marketing Relationship

Heidi Pachura, senior director, indirect procurement, Kraft Foods, Inc., and Mitch Arends, director, global marketing and corporate services procurement, Kraft Foods, Inc., discussed how Kraft has worked diligently to solidify the relationship between procurement and marketing.

Managing Your Agencies

Clients and agencies need to get to know each other in order to produce the best possible work, according to this article from Warc.

Best Practices in Cross-Platform Advertising Effectiveness Measurement

According to the Coalition for Innovative Media Measurement (CIMM), increases in mobile usage are heightening interest in improving cross-platform measurement practices.

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