Brand Building
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SNICKERS Effie-Award Winning Case Study: “You’re Not You When You’re Hungry"
Michael McGee, Vice President, Portfolio Management, Mars Chocolate North America, and Kristen Flanik, Managing Director, BBDO NY, presented an Effie-Award winning SNICKERS case study which highlighted their inspiring Super Bowl campaign launch.
SNICKERS Effie-Award Winning Case Study: “You’re Not You When You’re Hungry"
Michael McGee, Vice President, Portfolio Management, Mars Chocolate North America, and Kristen Flanik, Managing Director, BBDO NY, presented an Effie-Award winning SNICKERS case study which highlighted their inspiring Super Bowl campaign launch.
Trust Your Agency to Help Lead Change: Kaiser Permanente’s ‘Thrive’ Campaign
Deborah Cantu, VP, brand marketing and advertising, Kaiser Permanente, shared insights from their successful “Thrive” campaign, which resulted from a strong trust with their agency partner Campbell Ewald.
CPG Creative Best Practices Online: Driving Breakthrough and Persuasion
Yahoo!, in partnership with Ipsos OTX, conducted quantitative research to understand how digital creative plays a role in driving breakthrough and persuasion, and in prompting a change in brand desire for consumer packaged goods.
Web Powered Retail: Serving Consumers Where We Find Them
Barry Judge, CMO, Best Buy, discussed how his organization interacts with consumers across multiple digital touch points.
Web Powered Retail: Serving Consumers Where We Find Them
Barry Judge, CMO, Best Buy, discussed how his organization interacts with consumers across multiple digital touch points.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
Building Brand Value at Southern Co: Official Energy Company of the PGA TOUR
Mary Story, manager, advertising and marketing communication, Southern Company, and Rhonda Zahnen, principal, The Richards Group, discussed how the company built brand value and positioning through the activation of a long-standing partnership with the PGA TOUR and through honoring one of golf’s most respected players.
Get Going with Green: Closing the Sustainability Gap
OgilvyEarth examines the large sustainability gap in China and takes an in-depth look at the differences between the actual behaviors of people versus their claims about sustainable behavior.
Krispy Kreme Doughnuts: A Vibrant Life at Seventy-Five
Dwayne Chambers, Senior Vice President and Chief Marketing Officer, Krispy Kreme Doughnut Corporation, discussed how the 75-year-old Krispy Kreme brand has remained relevant in a rapidly changing world without abandoning its core traditions, values, and differentiation.
Novartis: Digital Marketing in the ROI Age
Marketers face increasing pressures to achieve acceptable return on investment and prove business value in their strategic development processes. Julie Collins, director, digital marketing, Alcon Laboratories, Novartis, discussed how to answer key questions from C-level executives and demonstrate credibility through financial viability for digital marketing strategies.
Wheat Thins Builds an Integrated Campaign with 140 Characters
Jim Low, senior marketing director, Kraft Foods, Inc., discussed the strategy behind Wheat Thins' integration of digital and social media with more traditional marketing and the behind-the-scenes of the execution of "The Crunch is Calling" campaign.
Growth Is Not the Strategy
Profitable growth results from a focus on improving customer value. Learn how executives connect the redefinition of customer value to social media and metrics.
Powering Up Dell
CMO Karen Quintos lays out a fresh branding campaign for courting IT success and provides best practices for achieving professional (and personal) victories.
That Was Easy
A case study from Staples shows how the brand increased campaign response rates. Staples is analyzing the purchasing patterns of its core customers and targeting them with relevant, profit-generating offers.
The Changing Role of CMOs
Today’s marketing leaders must create consistent, personalized customer experiences. CMOs from Procter & Gamble, Zappos, and Nike share how they connect with consumers.
AVEENO and Recyclebank: Sustainable Marketing That Works
Samantha Skey, chief revenue officer, Recyclebank, discussed their partnership with AVEENO and how they are using social challenge to drive brand engagement and green action.
AVEENO and Recyclebank: Sustainable Marketing That Works
Samantha Skey, chief revenue officer, Recyclebank, discussed their partnership with AVEENO and how they are using social challenge to drive brand engagement and green action.
AVEENO and Recyclebank: Sustainable Marketing That Works
Samantha Skey, chief revenue officer, Recyclebank, discussed their partnership with AVEENO and how they are using social challenge to drive brand engagement and green action.
Fidelity Investments Case Study: The Power of Ideas and Innovation
Kirsten Mikalson, Vice President, Brand Marketing & Advertising, Fidelity Investments, and Samantha O'Neil, Senior Vice President, Integrated Marketing, Fidelity Investments, presented a case study on the successful launch of Fidelity's "Turn Here" campaign, with focus on their overall integrated marketing approach.
