Sponsorship & Event Marketing
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
Campbell's AdDress Your Heart Program
Colleen Milway, global media director, Campbell Soup Company, highlighted the AdDress Your Heart Program, which utilized an integrated team approach across multiple agencies for the creation of a campaign to raise awareness of heart health while also generating impressions for the brand.
Virgin Mobile Presents: Monster Ball Tour Starring Lady Gaga
Ron Faris, director, brand marketing & experiences, Virgin Mobile USA, and Dorrian Porter, chief executive officer, Mozes, discussed Virgin Mobile’s sponsorship of Lady Gaga’s 2010 tour and how the brand used mobile to support it.
Virgin Mobile Presents: The Monster Ball Tour Starring Lady Gaga
Ron Faris, director, brand marketing & experiences, Virgin Mobile USA, and Dorrian Porter, chief executive officer, Mozes, discussed Virgin Mobile's sponsorship of Lady Gaga's 2010 tour and how the brand used mobile to support it.
Innovation in Cause Marketing
Brian Maynard, director, brand marketing, Jenn-Air Home Appliances, and director, marketing services, North America, Whirlpool Corporation, discussed the business case for cause marketing and highlighted several of Whirlpool's most innovative and successful programs.
Innovation in Cause Marketing
Brian Maynard, director, brand marketing, Jenn-Air Home Appliances, and director, marketing services, North America, Whirlpool Corporation, discussed the business case for cause marketing and highlighted several of Whirlpool's most innovative and successful programs.
ESPN 1-on-1 with David Stern, NBA Commissioner
David Stern, the NBA’s fourth commissioner, has enjoyed a fifteen-fold increase in revenues and massively expanded television exposure under his watch. In this interview with ESPN’s Hannah Storm, Mr. Stern discusses the player’s union and international expansion.
The Hershey Company: Pause to Support a Cause
Ed Martin, director, marketing excellence and corporate social responsibility insights at The Hershey Company, discussed the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants helps decrease research costs, shorten fielding times, heighten response rates, and encourage more active year-round participation in market feedback, engagement, and listening programs.
Events and the Owned Media Opportunity: Case Studies
Liz Bigham, SVP and director of marketing, Jack Morton Worldwide, and Steve Jarvis, vice president, marketing, small & midsize business, Concur Technologies, Inc., highlighted event marketing and the owned media opportunity in three case studies from Hyundai Sonata, Concur Breeze, and Samsung 3D LED TV.
Events and the Owned Media Opportunity: Case Studies
Liz Bigham, SVP and director of marketing, Jack Morton Worldwide, and Steve Jarvis, vice president, marketing, small & midsize business, Concur Technologies, Inc., highlighted event marketing and the owned media opportunity in three case studies from Hyundai Sonata, Concur Breeze, and Samsung 3D LED TV.
Measuring and Improving the Impact of Sponsorships
Julie Propper, senior director of advertising analytics, ESPN Research + Analytics Group and Dr. Mark Friederich, senior vice president, Navigate Marketing, discussed measuring the impact and ROI of sponsorships, including methodology, data collection, opportunities and challenges.
Measuring and Improving the Impact of Sponsorships
Julie Propper, senior director of advertising analytics, ESPN Research + Analytics Group and Dr. Mark Friederich, senior vice president, Navigate Marketing, discussed measuring the impact and ROI of sponsorships, including methodology, data collection, opportunities and challenges.
mtvU / Lionsgate Case Study: The SAW College Tour and Red Cross Blood Drive
Vat Tann, director of integrated marketing, MTV, and Michael Fernandez, founder, Factory 360, presented their experiences with a unique and successful partnership between the American Red Cross, and mtvU / Lionsgate to promote the SAW horror film releases via blood drives on large college campuses.
mtvU / Lionsgate Case Study: The SAW College Tour and Red Cross Blood Drive
Vat Tann, director of integrated marketing, MTV, and Michael Fernandez, founder, Factory 360, presented their experiences with a unique and successful partnership between the American Red Cross, and mtvU / Lionsgate to promote the SAW horror film releases via blood drives on large college campuses.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
The Four Keys to Maximizing Return from Your Sponsorships
Jim Andrews, senior vice president, editorial director, IEG, LLC, discussed four keys that can be used to select, activate, and evaluate sponsorships.
Cause Marketing Case Study: PerkinElmer and WEF
Jon Lese discussed PerkinElmer's sponsorship of Water Environment Federation and detailed the engagement cycle, which is key to success in sponsorship activities.
Leveraging NBA and WNBA Partnerships to Elevate a Brand
Wendy Metcalf, director of partnership marketing at Lifelock, Inc., discussed her company's highly visible sponsorships and the strategies, activation, and success of each.
The Shortest Route to ROI is Return on Objectives (ROO)
Paul Pednault, founder and president at Sponsorium International, and Seth Leeds, senior director at Sponsorium International, discussed how to realize even better returns by measuring the intangibles within sponsorship and applying them to partnerships. JW Cannon, sponsorship manager, financial services brand marketing at ING U.S., shared insights on navigating the formerly un-measurable waters associated with the brand's sponsorship marketing.
