Brand Building
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Winning Over Mom
Connecting to core values can mean big business. Find out how BabyCenter, Whirlpool, Procter & Gamble, and other brands are engaging with moms.
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.
Going Local: A Marketing How-To Guide for National Brands
This guidebook explores how national brands can integrate more local efforts into their marketing campaigns by exploring the local web, optimizing online local listings, enabling local pay per click, and scaling social media at the local level.
Diageo Uses Digital, Social, and Physical to Own Nightlife Globally
Michelle Klein, vice president, content, digital and communications, Smirnoff, Diageo North America, Inc., and Wayne Arnold, co-founder and global chief executive officer, Profero LLC, discussed Diageo’s Nightlife Exchange Project, which is rooted in social media.
Kantar Media: Global Perspectives on Wealth and Happiness
A new report from Kantar Media indicates that the grim economic climate in Western countries has done little to dampen the optimism of its inhabitants, relative to their counterparts in rapidly developing economies.
Kantar Media: 2012 Travel Forecast for the U.K.
According to this report from Kantar Media, 90% of British adults are planning to take a vacation in 2012, despite the economic outlook in that country.
Keller Fay Group: Why Real Relationships Rule in a Digital Marketplace
Ed Keller, chief executive office, Keller Fay Group and author of The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, provided a preview of key insights from his forthcoming book (publication date May 22, 2012) which was based on over six years of research on how brands build social connections both online and offline and case studies of leading brands.
MillerCoors Case Study
Brittany Tall, digital media manager, MillerCoors, LLC, described the how their new spokesman, Keith Stone, and the “Always Smooth” campaign successfully engaged fans and created an affinity for the Keystone Light brand.
MillerCoors Case Study
Brittany Tall, digital media manager, MillerCoors, LLC, described the how their new spokesman, Keith Stone, and the “Always Smooth” campaign successfully engaged fans and created an affinity for the Keystone Light brand.
Game Changer
Local advertising on a national level is making a difference for big brands. It's predicted to pass the $100 billion mark in 2013, up from $91 billion in 2011.
Local Matters
The best way to win an audience is to communicate at the local level. There is a level of trust for the local broadcast stations that can’t be replicated nationally.
Mass Medium Unmatched
As TV continues to change and grow, the interactivity is becoming increasingly more important. It's time to reinvent the television station as the entry point for local media consumers.
The New TV Station: Today’s Local Media Content Provider
As viewers “opt in” to a broadcaster’s local media community, marketers can tap in to a number of advertising opportunities to reach active, engaged, and opinionated consumers.
AT&T Builds a Sonic Identity Program
Gregg Heard, vice president, brand identity and design, AT&T, and Joel Beckerman, founder, Man Made Music, discussed how AT&T developed a sonic identity program to be a key pillar of brand expression.
AT&T Builds a Sonic Identity Program
Gregg Heard, vice president, brand identity and design, AT&T, and Joel Beckerman, founder, Man Made Music, discussed how AT&T developed a sonic identity program to be a key pillar of brand expression.
Navy 4 Moms: Social Branding Case Study
Kathleen Donald, president and managing director, Campbell Ewald, presented a case study on an interesting new social platform the agency created for the U.S. Navy that stretches beyond the view that social media is only for Millennials. Designed to address moms’ negative fear about their children joining the military, the campaign succeeded in creating a community of 63,000 moms that helped remove parental barriers to Navy recruitment.
Navy 4 Moms: Social Branding Case Study
Kathleen Donald, president and managing director, Campbell Ewald, presented a case study on an interesting new social platform the agency created for the U.S. Navy that stretches beyond the view that social media is only for Millennials. Designed to address moms’ negative fear about their children joining the military, the campaign succeeded in creating a community of 63,000 moms that helped remove parental barriers to Navy recruitment.
Unum: Challenger Brand
Peter Neiman, VP, advertising, Unum, discussed how smaller brands with limited budgets (such as Unum and Colonial Life) can compete against the industry giants (Aflac, MetLife, Prudential, Allstate) with multi-million dollar budgets and more resources.
Unum: Challenger Brand
Peter Neiman, VP, advertising, Unum, discussed how smaller brands with limited budgets (such as Unum and Colonial Life) can compete against the industry giants (Aflac, MetLife, Prudential, Allstate) with multi-million dollar budgets and more resources.
