Integrated Marketing
DPAA Case Study: Oppenheimer Funds
Kirti N. Srikant, AVP, director of brand marketing and advertising, Oppenheimer Funds, presented a case study at the DPAA 2012 Digital Media Summit which highlighted Oppenheimer’s use of digital place-based media as a key element of their “Globalize Your Thinking” integrated campaign.
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.
Knowing the Right Customer Motivations for Deeper Digital Engagement
Kelly Jones, head of marketing insights, global insights & analytics, Microsoft Advertising, discussed the results of a recent study that identified the different ways consumers around the globe discover and engage with branded online content.
Kellogg: Winning with a Total Market Strategy
Bob Liodice, president and CEO, ANA, interviewed Brad Davidson, president, Kellogg North America, Kellogg Company, about how Kellogg developed a marketing solution to regain share in the U.S. Hispanic market.
Kellogg: Winning with a Total Market Strategy
Bob Liodice, president and CEO, ANA, interviewed Brad Davidson, president, Kellogg North America, Kellogg Company, about how Kellogg developed a marketing solution to regain share in the U.S. Hispanic market.
Domtar Case Study: Relaunching a Brand, Crushing Convention
Kathy Wholley, director of advertising & communications, Domtar Fine Paper, and Matt Ferguson, managing partner, Eric Mower & Associates, discussed how Domtar, a global leader in office paper, transformed a commodity into brand value and created brand demand and differentiation
Domtar Case Study: Relaunching a Brand, Crushing Convention
Kathy Wholley, director of advertising & communications, Domtar Fine Paper, and Matt Ferguson, managing partner, Eric Mower & Associates, discussed how Domtar, a global leader in office paper, transformed a commodity into brand value and created brand demand and differentiation
DPAA Case Studies: Digital Place-Based Media
Case studies from Oppenheimer Funds, Jack in the Box, Hallmark Cards, and Foster’s were presented during a panel discussion about the importance of digital place-based media at the DPAA 2012 Digital Media Summit.
Cleveland Clinic: Building a Global Brand through Trusted Content
Paul Matsen, Chief Marketing & Communications Officer, The Cleveland Clinic, shared the programs and results that have made the Cleveland Clinic a leader in content marketing.
Cleveland Clinic: Building a Global Brand through Trusted Content
Paul Matsen, chief marketing and communications officer, Cleveland Clinic, discussed the challenges facing the healthcare industry and how the clinic’s historical commitment to measurement has helped it achieve marketing excellence.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
Sharpie Unlocks the Power of Self-Expression
Ryan Rouse, director of marketing, Sharpie, Ted W. Woehrle, senior vice president and chief marketing officer, Newell Rubbermaid Inc., and John Kenny, executive vice president, head of planning, Draftfcb Chicago, discussed how the brand was able to unlock the power of self-expression to ignite consumer advocacy through an integrated marketing campaign.
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.
IKEA Embraces Reality TV to Improve Brand Perception
Alia Kemet, U.S. media manager at IKEA, and Chet Fenster, managing partner at MEC Entertainment, discussed how they developed “Fix this Kitchen,” a six episode reality TV series, as the centerpiece of a multiplatform communications initiative to change IKEA brand perception.
LifeLock, Inc.: Keeping Brands Fresh and Relevant
Erick Dickens, vice president of marketing at LifeLock, Inc., shared how the company is strategically managing LifeLock's brand to maintain relevancy during the transition from start-up to the accelerated growth phase of business.
Making Magic, Using Logic: Substantiating the Value of Branded Entertainment in the Marketing Mix
Abigail Marks, director, strategy and operations, at OgilvyEntertainment, provided an overview on OgilvyEntertainment’s Branded Entertainment Assessment Model™ and discussed how they are applying the model to measure value for marketers across the industry.
Making Magic, Using Logic: Substantiating the Value of Branded Entertainment in the Marketing Mix
Abigail Marks, director, strategy and operations, at OgilvyEntertainment, provided an overview on OgilvyEntertainment’s Branded Entertainment Assessment Model™ and discussed how they are applying the model to measure value for marketers across the industry.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Brian Little, director of corporate communications, and Tim Sabo, global creative director, Krispy Kreme Doughnuts, along with Jeff Fromm, executive vice president, Barkley, and Mark Logan, SVP, Digital Innovation, Barkely, discussed how Krispy Kreme reached Millennials through social media and integrated marketing.
Krispy Kreme: Reaching Millennials through Integrated Marketing
Brian Little, director of corporate communications, and Tim Sabo, global creative director, Krispy Kreme Doughnuts, along with Jeff Fromm, executive vice president, Barkley, and Mark Logan, SVP, Digital Innovation, Barkely, discussed how Krispy Kreme reached Millennials through social media and integrated marketing.
