Debra Sandler, president of Mars Chocolate, discussed how Snickers became a global brand on the strength of one universal truth: you’re just not yourself when hungry.
In this presentation, Debra Sandler, president of Mars Chocolate, discussed how Snickers became a global brand on the strength of one universal truth: you’re just not yourself when hungry.
In an increasingly interconnected world, Salesforce.com allowed companies to network and streamline their process of connecting meaningfully with customers.
As seen in this presentation, Salesforce.com allowed companies to network and streamline their process of connecting meaningfully with customers.
Lesya Lysyj, chief marketing officer at Heineken USA, discusses how the brand broke away from traditional beer advertising, agency relations, and the industry's media efforts.
Intuit’s Adrian Parker views social and mobile as a marketing marriage made in heaven. Learn how Intuit is better connecting with and serving its customers.
Brand marketers have a cornucopia of tools and channels that enable them to collect data with a level of accuracy and effectiveness undreamed of just a few years ago. Reexamining metrics will lead to better data-driven decisions.
The goal of a new marketing effort is to help marketers gain clarity — 20/20 vision, as it were — as they steer their organizations through a transformative era. Brands must focus on marketing strategy, structure, and capabilities in order to achieve 21st-century growth.
Marie Devlin serves customers’ passions at American Express. Her team is getting out the message that American Express has cards and services for everyone, and promoting membership benefits provided by products across the portfolio.
In this survey, the ANA sought out critical insights about how companies are measuring the results of their sponsorship and/or event marketing initiatives.
While companies have been taking more advertising and creative functions in-house over the past decade or more, the trend has accelerated recently. In fact, businesses with in-house agencies are now squarely in the majority.
Brand marketers are working to connect with the new “general market." Today marketers are creating robust marketing plans that consider not only Hispanics but all consumer segments.
Patent trolls are firms that purchase broad patents created by others solely for the purpose of suing, or threatening to sue, legitimate companies that use certain technologies, devices, or business methods. The momentum is on the marketing industry's side to nip this challenge in the bud.
Value demanded by clients will only increase as the industry adjusts to mergers by giant agencies. Bob Liodice, president and CEO at ANA, says this transformation must proceed with increasing speed and effectiveness for brands.
Outdoor advertising flexes new-media muscle with Clear Channel’s Independence Day campaign. The campaign started with making media that seemed old — outdoor advertising — new again.
ABSOLUT actively engaged across screens to effectively reach Millennials through the use of creative, shareable content.
This white paper provides basic guidance for clients who are unfamiliar with the fundamentals of briefing an agency during the agency selection process, and gives clients experienced in agency selection briefings additional best practices to consider.
Adam Glickman, head of EVEN Hotels at InterContinental Hotels Group, discussed the hallmarks of this new hotel brand that provides a holistic wellness experience.
Mike Hibbison, vice president of integrated media at Home Depot, discussed the company’s integrated marketing philosophy and its latest “Let’s Do This” campaign.
In this presentation, Robin Seward, vice president, brand marketing at Arby’s Restaurant Group, Inc., discussed how finding your brand’s center is essential to innovation that is broad but also relevant.