Integrated Marketing
Understanding the Cross-Platform Playing Field
Elizabeth Ellers, executive vice president, corporate research at Univision, Howard Shimmel, senior vice president, media product leadership at The Nielsen Company, Barbara J. Singer, vice president, advertiser insights & strategy at ESPN, and Manny Palomo, director, strategic marketing and communications, Latino initiatives at Best Buy Co., Inc. discussed cross-platform strategies, as well as key learnings from the 2010 World Cup.
Why Does It Take So Long?
Ann Batko, senior director communications and brand management at CDW, and Cathy Francque, group account director at Ogilvy & Mather Chicago, described the increasingly complex process of building a brand inside and out.
The Social Revolution at TurboTax
Seth Greenberg, vice president, global media & digital marketing at Intuit Inc., revealed how the company is utilizing its online community to drive significant revenue growth for TurboTax.
The Social Revolution at TurboTax
Seth Greenberg, vice president, global media & digital marketing at Intuit Inc., revealed how the company is utilizing its online community to drive significant revenue growth for TurboTax.
The Social Revolution at TurboTax
Seth Greenberg, vice president, global media & digital marketing at Intuit Inc., revealed how the company is utilizing its online community to drive significant revenue growth for TurboTax.
Optimizing Your Marketing Investment in the New Normal: A DuPont Case Study
Heide Rowan, global brand director, corporate marketing, DuPont, discussed how DuPont has battled back against the economic challenges of 2009.
Presentation: The Path to Consumer Engagement
Peggy Loos, director, media and interactive Marketing, The Coca-Cola Company, discussed how The Coca-Cola Company drives consumer engagement for their next generation of billion dollar brands.
The Path to Consumer Engagement
Peggy Loos, director, media and interactive Marketing, The Coca-Cola Company, discussed how The Coca-Cola Company drives consumer engagement for their next generation of billion dollar brands.
Live Nation and House of Blues Integrated Marketing Campaign
David Fortin, vice president, marketing, House of Blues Entertainment, Inc., Live Nation, and Carl Schloessman, senior vice president, marketing and sales, House of Blues Entertainment, Inc., Live Nation, shared the brand's successful integrated marketing strategy, which includes utilization of surveys, email campaigns, tradeshows, advertising, and an outsourced sales organization, coupled with their in-house team, to drive incremental special event sales.
Live Nation and House of Blues Integrated Marketing Campaign
David Fortin, vice president, marketing, House of Blues Entertainment, Inc., Live Nation, and Carl Schloessman, senior vice president, marketing and sales, House of Blues Entertainment, Inc., Live Nation, shared the brand’s successful integrated marketing strategy, which includes utilization of surveys, email campaigns, tradeshows, advertising, and an outsourced sales organization, coupled with their in-house team, to drive incremental special event sales.
Outrigger Case Study: Integrated Media Test
Robert L. Solomon, senior vice president and chief marketing officer at Outrigger Enterprises Group, shared a case study of his brand’s outcomes and insights from an integrated marketing test that ensued after he rejected agency recommendations and dismissed publishers’ proprietary research claims.
Outrigger Case Study: Integrated Media Test
Robert L. Solomon, senior vice president and chief marketing officer at Outrigger Enterprises Group, shared a case study of his brand's outcomes and insights from an integrated marketing test that ensued after he rejected agency recommendations and dismissed publishers' proprietary research claims.
T-Mobile: How to Improve the Marketing Integration Process
T-Mobile's Lisetta Sobaski and Sunny Delaney discussed the company's definition of integration and its organizational structure, integration process, and best practices.
The Dial Corporation: A Roadmap for Integrated Marketing Success
Kara Tobin, director, media and integrated marketing at The Dial Corporation, discussed how the brand is working to develop a roadmap for success in integrated marketing and shared best practices and a case study for Purex.
The Dial Corporation: A Roadmap for Integrated Marketing Success
Kara Tobin, director, media and integrated marketing at The Dial Corporation, discussed how the brand is working to develop a roadmap for success in integrated marketing and shared best practices and a case study for Purex.
Managing Multiple Agencies
Laurie Coots, CMO, TBWA\, shared different models for managing multiple agencies, as well as questions marketers must ask themselves and answer before entering into a multiple agency relationship.
Leveling the Playing Field for Magazines in the Marketing Mix Modeling: The Available Information Is Now up to the Task
Andrew Arthur, VP, market solutions at Mediamark Research & Intelligence (MRI), discussed a new syndicated product designed to improve the quality of magazine data for marketing mix modeling.
Optimizing Communications Strategy and Effectiveness
Ann Green, SVP, marketing solutions, Millward Brown, discussed how multimedia channel planning can help marketers ensure that consumers have balanced, positive associations with brands. A Nokia case study was also shared.
NBC Universal: Driving ROI through Customer Purchase Behavior Insights
Dr. Janet Gallent, vice president, consumer insights and innovation research, NBC Universal, Inc., shared insights from NBC Universal's recent consumer segmentation survey.
NBC Universal: Driving ROI through Customer Purchase Behavior Insights
Dr. Janet Gallent, vice president, consumer insights and innovation research, NBC Universal, Inc., shared insights from NBC Universal's recent consumer segmentation survey.
