Brand Building
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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.
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.
General Motors Case Study: Yahoo! Login Page Takeover Ad
General Motors partnered with Yahoo! Digital AdVentures to create login page takeover ads in order to increase brand awareness and drive purchase intent.
iShares Case Study
Peter Boland, managing director, iShares Brand Marketing, BlackRock, Inc., shared a case study on evolving the iShares brand.
Building a Brand-Driven Business
Aaron Smith, associate partner, Prophet, Inc., discussed how to leverage your brand to drive increased profitability and a true competitive advantage.
Building a Brand-Driven Business
Aaron Smith, associate partner, Prophet, Inc., discussed how to leverage your brand to drive increased profitability and a true competitive advantage.
10 Lessons in Igniting Word of Mouth Movements
Robbin Phillips, president, Brains on Fire, discussed opportunities for marketers to create sustainable word of mouth movements.
The Launch of the BMW ActiveE
Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW's new electric car and how the brand used digital media to test the product and create buzz.
The Launch of the BMW ActiveE
Steve Thibodeau, chief digital officer, KBS+P, and Trudy Hardy, BMW marketing communications and consumer events, BMW of North America, LLC, discussed the launch of BMW’s new electric car and how the brand used digital media to test the product and create buzz.
3M's Win/Win/Win
Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.
3M's Win/Win/Win
Nancy A. Nelson, manager, Marketing and Communication Services at 3M Corporation, and Dale R. Bohnert, manager, 3M Brand Identity and Design at 3M Corporation, discussed how 3M’s supplier management and brand management teams partnered with their external creative partners to revamp its brand identity system, resulting not only in a lightning fast global roll-out and execution, but in solid business growth for all involved.
Building Efficiencies into Global Campaign Implementation
Ken Epstein, director of advertising, Electronic Arts (EA), and Kevin Freedman, CEO, Freedman International Inc., demonstrated how EA was able to drive savings and efficiencies in the implementation of its global advertising campaigns.
