New Products
Case Study: Purex’s ‘Shock and Awe’ at Walmart
Steven Decker, president, Zooka Creative, and Stephen Koven, director of marketing, Henkel Consumer Goods, Inc., shared a case study on the launch of Purex’s natural, crystal-based fabric softener.
Pantone's Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
Pantone’s Colorful Approach to Creative Partnerships
Ron Potesky, senior vice president and general manager, Pantone, discussed the evolution of Pantone (a small commercial printing company) from a color management tool into a stand-alone global brand.
Ace Hardware: Integrated Paint Campaign
Christopher Boniface, media manager, and Dana Larsen, brand manager, Ace Hardware, discussed their successful integrated campaign to promote the company’s new paint brand, Clark+Kensington.
DPAA Case Study: Hallmark Cards
Jan Mulkey, consumer marketing manager, Hallmark Cards, presented a case study at the DPAA 2012 Digital Media Summit which highlighted the use of digital place-based media in the launch campaign for Hallmark’s new “Jingle” product line.
DPAA Case Study: Jack in the Box
Patti Foley, director of marketing communications and merchandising, Jack in the Box, presented a case study at the DPAA 2012 Digital Media Summit on the recent “All American Jack” campaign which utilized digital place-based media.
Gillette Frightens Consumers with "The World’s Scariest Shave"
Brian Cronk, VP, group director, strategy, Carat USA, discussed how Gillette got disposable razor users to switch to the Fusion ProGlide by frightening them with “The World’s Scariest Shave” campaign.
Oscar Mayer Taste-a-Monials Case Study: Turning Sampling into Sentiment
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
Oscar Mayer Taste-a-Monials Case Study: Turning Sampling into Sentiment
Beth Goeddel, marketing director, Kraft Foods, Inc., and Sarah Hofstetter, president, 360i, shared how Kraft’s “Oscar Mayer Taste-a-Monials” campaign turned sampling into sentiment overnight by tapping into social media and mobile to yield extremely powerful results.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Huggies MomInspired Program: Innovation Driven by Consumers
Steve Paljieg, senior director of corporate innovation at Kimberly-Clark, shared the story behind the "Huggies MomInspired" grant program, which funds innovative product ideas developed by moms.
Global Market Research for the Healthcare Industry
Jenne Meyer, Ph.D., director global strategic marketing at GE Healthcare, discussed how GE Healthcare procured insights from its recent global market research study to launch global product offerings.
Collaboration in Product and Marketing Innovation Drives Success for Kraft MiO
Leslie Wood, chief research officer, Nielsen Catalina Solutions, and Coreen McGann, senior director of consumers insights, Kraft Foods, discussed how the two organizations successfully collaborated to measure a new product launch for Kraft.
Collaboration in Product and Marketing Innovation Drives Success for Kraft MiO
Leslie Wood, chief research officer, Nielsen Catalina Solutions, and Coreen McGann, senior director of consumers insights, Kraft Foods, discussed how the two organizations successfully collaborated to measure a new product launch for Kraft.
How AT&T Employs a 360-Degree Approach to Its Multicultural Marketing
Marketing leaders from AT&T shared how it uses a 360-degree approach to its multicultural marketing programs by employing traditional media, digital, social, and music. Examples of its culturally-relevant, celebrity-driven campaigns were also shared.
McDonald's: An Inspirational Brand
Neil Golden, Senior Vice President & Chief Marketing Officer, McDonald's USA, LLC, discussed how a brand must evolve and share its story in a way that inspires people to listen.
McDonald’s: Changing Customer Perception in an Inspirational Way
Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.
McDonald’s: Changing Customer Perception in an Inspirational Way
Neil Golden, senior vice president & chief marketing officer, McDonald's USA, LLC, discussed how McDonald’s is evolving its brand and sharing its story in a way that inspires people to listen.
Case Study: IBM and Watson
Ann Rubin, vice president, IBM Brand Expression and Global Advertising, IBM Corporation, Cecilia Correa, mid-market advertising manager, IBM Corporation, and Kim Duffy, senior partner, executive group director, Ogilvy & Mather, discussed the appearance of IBM’s Watson on Jeopardy! in 2011.
