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In this session attendees heard from Heather Dumford, Global Marketing Director of Media – ConAgra Foods, Cynthia Neumann, Director of Corporate Alliances – ConAgra Foods, and Scott Joslin, Vice President of Marketing Solutions – comScore on how ConAgra, one of North America's largest packaged food companies, worked with their advertising partners to transform its approach to online advertising, resulting in improved campaign performance and ROI.
In this session, Mayur Gupta, Global Head of Marketing and Innovation – Kimberly-Clark, shared how to frame your marketing technology leadership around the consumer, measuring the business impact and ROI as well as balancing the different kinds of human needs within your organization and in the market, across different segments and different geographical regions of the world.
Land Rover shared how it developed a content marketing strategy that has driven brand affinity at a time when most advertising is being ignored.
SpencerStuart discussed the growing role of the CMO within brands in the wake of the digital revolution, and offered advice for marketers moving forward.
USG portrayed harsh weather as monstrous titans to illustrate the power of the brand’s roofing systems.
OSI used bold creative and a new website to drive awareness of its new brand promise, “Tougher than the Elements.”
CBOE created an integrated campaign for its new product, “Short-Term VIX,” targeting volatility traders with advertisements to inspire confidence.
To launch the newly-formed global HR services brand Cielo, an integrated, global campaign was developed around the idea that the “sky is the limit.”
The LYCRA MOVES YOU campaign raised brand awareness and sentiment for LYCRA’s premium fabric, re-establishing the brand as a leader in its category.
Deloitte created a free online course on additive manufacturing (3D printing) to position the brand as a thought leader in the field.
World-class marketers should understand vertical, horizontal, external, and internal integration.
Take this quick test to see how your brand positioning measures up.
Using a combination of enthusiast print vehicles, digital, mobile and Walmart-specific digital and in-store media STA-BIL revitalized sales with a 25% year over year improvement.
Moe’s Southwest Grill created an integrated marketing campaign that increased brand awareness and advocacy and built relationships with customers.
Milk-Bone drove sales through an integrated campaign that encouraged pet owners to share Valentine’s Day love with their pets.
Target held a series of after-hours events for college freshmen in order to expand brand loyalty among that segment.
Don Julio’s “Make Your Move” campaign engaged Millennial consumers through the story of the brand’s founder, Don Julio Gonzalez.
Time Warner Cable Business Class leveraged its loyal customer base (No. 1 in the industry) to create a campaign that showed small business owners real-world success stories “by the numbers.”
TNT’s experiential campaign had a gas station branded and run for one day by the infamous family from its show DALLAS.
Allstate shared the insights, strategies, and activations that have made “Mayhem” one of the most recognizable campaigns in the insurance industry.