Brand Management

9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda


I. THE HERSHEY COMPANY: PAUSE TO SUPPORT A CAUSE (10:00-11:00 am)
Pause to Support a Cause brings together global corporations and public sector partners in a new initiative to "survey the socially beneficial way" by donating on behalf of those participating in funded market research programs around the world. In this session, Ed Martin, Director, Marketing Excellence and Corporate Social Responsibility Insights - The Hershey Company will discuss the evolution of the Pause to Support a Cause program and how this innovative method of compensating research participants will help decrease research costs, shorten fielding times, heighten response rates and encourage more active year-round participation in market feedback, engagement and listening programs.

Speaker:
Ed Martin, Director, Marketing Excellence and Corporate Social Responsibility Insights - The Hershey Company


II. iSHARES CASE STUDY (11:15am-12:15pm)
Peter Boland, Managing Director, iShares Brand Marketing - BlackRock, Inc. will share a great case study on evolving the iShares brand which will incude:

• How the iShares challenger brand survived being taken over by (what was considered before to be) the 'enemy'.
• Ways to grow a new category (exchange traded funds) and how to remain brand leader as audience needs shift / world events disrupt the category.
• How the iShares brand proposition remained the same while executionally their advertising evolved to reflect new audience insights.

Speaker:
Peter Boland, Managing Director, iShares Brand Marketing - BlackRock, Inc.


III. ADVERTISING AGE AND 24 SEVEN STUDY: THE STATE OF MARKETING JOB SATISFACTION (1:00pm-2:00pm)
24 Seven Inc, a leading talent management and recruiting firm, and Advertising Age magazine recently teamed together to launch an in-depth study on the state of salary and job satisfaction in the marketing, creative and digital industries. The findings reveal an industry on the rebound from the recession with salaries, bonuses and job satisfaction on the rise from a year ago.

The study also shows a rise in mobility - with economic revival comes opportunity - and an increasing number of marketing professionals from all sides of the table are looking at what comes next. Celeste Gudas, CEO - 24 Seven, Inc. will talk about the state of job satisfaction today in the industry. She will provide insight on the implications of the study based on her experience in the marketplace and address what employers need to do to retain, train and support its most valued assets, how business should meet the different needs of a multi-generational work force and why freelance as a job path and staffing solution is on the rise.

Facilitator:
Celeste Gudas, CEO - 24 Seven, Inc.