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The Hershey Co.: Building an Enterprise Capability for Innovation

The Hershey Company shared the technical, organizational, and cultural changes the brand underwent to incorporate innovation into every business unit.


McDonald’s switches gears; the ANA and AEF join forces; how VOD is trending; quick facts; and more.

Media Leadership

This Insight Brief discusses links media leadership to innovation strategy and included case studies from American Airlines and Time Warner.

Media Transparency: The Client-Side Marketer Perspective

In this session, David Dobbins, Media and Print Services Director – Boehringer Ingelheim Pharmaceuticals, Inc. shared how his company is tackling current media transparency issues and their plans moving forward.

Media Transparency: The EU Perspective

In this session, Keri Bruce, Senior Associate – Reed Smith LLP and Nick Swimer, Partner – Reed Smith LLP (UK Office) discussed how brands, agencies, and media companies are tackling media transparency issues in Europe and shared key lessons learned to apply in the US.

Protecting Your Brand in the Digital Supply Chain

The Trustworthy Accountability Group (TAG) is an industry initiative to combat fraud and promote brand safety through greater transparency in the digital ad space.

Growth Hacking — The New Marketing Normal?

Brass Check Marketing shared how by embedding marketing into the product and encouraging brand advocacy, brands on a shoestring budget could grow exponentially.

#MindtheGap: Building Relationships Between Millennials and Mentors

Members of the BMA Young Professionals group shared the results of a survey on how Millennials and their superiors perceive mentor relationships.

The B-to-B Conflagration

Don Schultz of Northwestern University shared a new customer-focused marketing model that takes into account the constant disruption in the marketplace and continuous communication necessary for making a sale.

Welcome to the "Age of Flux"

Lauren McCadney from CDW offered advice on handling career setbacks and staying relevant in the changing media landscape.

B-to-B Rising: Two Journeys from P&G to B-to-B

Two former P&G marketing leaders shared an insight recipe to help B-to-B marketers create emotional connections with their customers.

Marketing: Beyond the Marketing Department?

Omobono conducted a survey to find out how marketers are working with other departments on digital marketing.

Deloitte University Press — 3D opportunity: the course on additive manufacturing for business leaders

Deloitte created a free online course on additive manufacturing (3D printing) to position the brand as a thought leader in the field.

Johnsonville Sausage Stays Ahead of the Competition with Innovation

Johnsonville Sausage shared three key components of successful innovation.

Starwood Hotel & Resorts: Bringing the Real-World Experience to Mobile

Starwood Hotels & Resorts provided an overview of its approach to a personalized mobile experience for the busy traveler.

Juniper Networks: Marketing Education and Certification Programs for the Real World

Juniper Networks developed a marketing education program to keep its marketing team up to date on the latest trends and best practices, and to develop its future marketing leadership.

Adobe: Thinking Inside the Box

Adobe created an internal innovation initiative, “Kickbox,” that empowered every employee in the company to develop the brand’s next big idea.

A Discussion on the Trustworthy Accountability Group

David E. Green, vice president, public policy and creative content protection at NBCUniversal, and Mike Zaneis, executive vice president, public policy and general counsel at the Interactive Advertising Bureau, discussed the formation of the Trustworthy Accountability Group.

Fraudsters, Liars, and Cheats

Learn about the fraud-related danger marketers face in the digital age and what’s being done to squash it.

Uncommon Sense: How to Increase Your Digital Advertising Effectiveness Through "Reach Efficiency"

Over the last few years, digital audience measurement has been getting better: measurers are on the lookout for “fraudulent” views, are working to include only “viewable” impressions, and are measuring what percentage of people reached by a campaign actually belong to the group the advertiser was paying for.

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