Marketing Management & Strategy
Laurie Coots, CMO, TBWA\, shared different models for managing multiple agencies, as well as questions marketers must ask themselves and answer before entering into a multiple agency relationship.
Ann Green, SVP, marketing solutions, Millward Brown, discussed how multimedia channel planning can help marketers ensure that consumers have balanced, positive associations with brands. A Nokia case study was also shared.
Lisa Smith, marketing competencies director, Mars U.S., and Carole Walker, director, integrated marketing communications, Mars U.S., shared Mars' strategy for integrating their communications plans.
Professors at Northwestern University's Medill graduate program in Integrated Marketing Communications (IMC) led their students in a discussion of how IMC learnings were successfully applied to two very tough challenges being faced by Best Buy and Condé Nast.
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.
Jim Garrity and Kerry O'Conner from Bellwether Digital Bridge presented key findings of surveys on digital media companies and offered actionable suggestions for working with your digital media company.