New Products
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.
What a Great Idea! Public Relations and the Marketing of Innovation
This article from the Council of PR Firms looks at the role that public relations can play in launching new products.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
Innovating Beyond Products
Brian Quinn, associate partner, Doblin, offered insight and practical advice to companies on how they can become more innovative to increase profits.
USG Corporation Case Study: The Weight Has Been Lifted
Tanya Earley, director, channel and field marketing, USG Corporation, and Mark Joseph, senior manager, integrated marketing, USG Corporation, shared a case study on a recent b-to-b campaign, "The Weight Has Been Lifted,” aimed at introducing and enticing trial of a new lightweight wallboard.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation at Kraft Foods, discussed how Kraft’s leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation, Kraft Foods, discussed how Kraft's leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Calvin Klein CK One: There Is More in One
Thomas A. Burkhardt, vice president, global marketing, Calvin Klein Fragrances & Cosmetics, Coty Prestige, discussed how Coty Prestige expanded Calvin Klein’s fragrance icon, CK One, into a multi-category lifestyle brand.
Calvin Klein CK One: There Is More in One
Thomas A. Burkhardt, vice president, global marketing, Calvin Klein Fragrances & Cosmetics, Coty Prestige, discussed how Coty Prestige expanded Calvin Klein’s fragrance icon, CK One, into a multi-category lifestyle brand.
Xilinx Case Study: Using Customer Insights to Launch a New Product to a New Market
Kyra Whitten, senior director, worldwide communications, Xilinx, discussed the recent launch of Xilinx’s new product, Zynq.
Creativity as the Currency of Innovation
Chuck Salter, senior writer, Fast Company, led a panel discussion with Homaro Cantu, inventor, activist, and chef, Moto Restaurant, Carol Ross Barney, founder and principal, Ross Barney Architects, and Tom Yorton, CEO, Second City Communications, on creativity as the currency of innovation.
Driving Innovation at Kraft
Barry Calpino, vice president, innovation, Kraft Foods, discussed how Kraft's leadership made innovation a strategic priority and shared the story behind how the company has recently risen to a top-tier level of innovation performance in the CPG industry.
Innovation at MillerCoors
Sarah Ross, marketing director, new product development, MillerCoors, discussed recent innovations at MillerCoors that stem from their process for finding consumer insights which can be converted into great ideas.
A Strategy Built to Lead
Toyota marketing chief Bill Fay takes us under the hood of the automaker’s new campaigns. Fueled by an unprecedented marketing blitz, the auto giant is been rolling out 19 new and updated vehicles in 2012 — the most aggressive new product launch cycle in company history.
USG Corporation Case Study: The Weight Has Been Lifted
Tanya Earley, director, channel and field marketing, USG Corporation, shared a case study on a recent b-to-b campaign, "The Weight Has Been Lifted,” aimed at introducing and enticing trial of a new lightweight wallboard.
Gatorade G Series Fit: An Integrated Marketing Launch
Andrea Fairchild, vice president, brand marketing, Gatorade, discussed the launch of the G Series Fit product line by Gatorade.
Gatorade G Series Fit: An Integrated Marketing Launch
Andrea Fairchild, vice president, brand marketing, Gatorade, discussed the launch of the G Series Fit product line by Gatorade.
Gatorade G Series Fit: An Integrated Marketing Launch
Andrea Fairchild, vice president, brand marketing, Gatorade, discussed the launch of the G Series Fit product line by Gatorade.
Networked Insights: How the Social Web Drives Product Development
Networked Insights highlights how the use of their Stage-Gate product innovation process can be useful to brands when coupled with social media analysis for new product development.
Bank of America Extends Its Reach and Message Through San Francisco Giants Sponsorship
Charles Greenstein, SVP Global Sponsorship Marketing, Bank of America, shared details of an integrated sponsorship marketing program the brand developed in support of one of its largest new product launches.
