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General Session
KIA'S GOT SOUL: AN EFFIE AWARD-WINNING INTEGRATED MARKETING CAMPAIGN
The Soul was Kia's first car truly aimed at Gen Y. In an effort to create something completely different that would attract a younger, twenty something audience in the media venues they cared about the most, Kia launched "A New Way to Roll," an integrated campaign rooted in new media. Join Kathleen Zimmerman, National Manager, Brand Strategy, Marketing Plans and Research, and David Schoonover, National Manager, CRM and Digital Marketing - Kia Motors America, Inc. as they discuss this Effie-award winning campaign and most importantly the how Soul campaigns have not only increased awareness of the Soul, but has introduced the Kia brand to a new audience and allowed consumers to see Kia in a new light.
Kathleen Zimmerman
National Manager, Brand Strategy, Marketing Plans and Research
Kia Motors America, Inc.
David Schoonover
National Manager, CRM and Digital Marketing
Kia Motors America, Inc.
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LEVERAGING ADVANCED TV AS A PILLAR OF INTEGRATED MARKETING
Nowhere is the shift in power from marketer to consumer more prevalent than in the living room. Access to a thousand+ channels, tens of thousands of hours of on-demand programming, TV interactivity, internet connectivity, place-shifting, and dual screen viewing, has redefined television as a critical point of convergence for today's connected consumer. Join BrightLine to see how 100+ top brands are leveraging television as a pillar of integrated marketing to lead a new era of advertising effectiveness; advancing their TV strategies with data-driven insight to motivate and extend consumer-initiated dialogues across platforms and devices.
Rob Aksman
Co-Founder and Chief of Experience Design
BrightLine
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IBM'S SIGNATURE EXPERIENCE: INTEGRATING BRAND PROMISE AND ENGAGEMENT
Innovative companies are realizing an integrated engagement strategy is the most effective way to deepen relationships with clients and to attract new ones. After launching Smarter Planet, IBM challenged itself and its experiential agency of record George P. Johnson to create this strategy and evolve how clients participate with IBM online, on devices and through live experiences. In this session, IBM will share their strategy - IBM's Signature Experience - which represents a new way of integrating the brand's promise with authenticity and creates deeper engagement and richer dialogue that drives more lasting, profitable relationships.
Rob Pace
Vice President, Marketing Programs and Events
IBM Corporation
Kurt Miller
Vice President, Strategy and Planning
George P. Johnson (a Project: WorldWide agency)
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SYMANTEC: LEVERAGING PREDICTIVE ANALYTICS TO DRIVE BETTER REVENUE RESULTS: QUANTIFYING THE VALUE AND IMPACT OF INTEGRATED MARKETING
The largest global maker of security software, Symantec, will share the process and significant revenue results of deploying predictive analytics as well as showcase the internal transformation necessary to drive adoption of these very sophisticated models and optimization software. Like many companies, Symantec was using traditional analytics, as well as management intuition, to make budgeting and allocation decisions. It became obvious that traditional analytics like media mix, experiments and other techniques had not been able to keep up with the demands of the company, with multi-channel sales, social, search and advertising impacts, and the like. Determining true attribution and optimization via earned, owned and paid media is not possible through traditional analytic techniques. In this session, Symantec will review the power of cross-media analytics and how the transformation has been accelerated by strong results and the embracing of the methods by the CEO and CFO of the organization.
Hesham Abu-El-Ata
Senior Director, Global Marketing
Symantec
Wes Nichols
Co-founder and Chief Executive Officer
MarketShare
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1:00pm
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General Sesion cont.
CISCO SYSTEMS: INTEGRATED MARKETING CASE STUDY
Cisco Systems became the first company to launch a targeted video ad campaign aimed at 140,000 C-level executives on LinkedIn. The video-embedded ad landing in member in-boxes also clicked through to a landing page explaining how Cisco's intelligent network relates to their business. Aside from LinkedIn, the social campaign also appeared on Twitter and also includes television, print and takeover pages on dot-coms. In this session, Cisco will share how they created the first ever integrated marketing campaign utilizing a video ad campaign through LinkedIn.
Chris Nordstrum
Advertising Manager
Cisco Systems
Heather MacPherson
Co-President
OgilvyWest
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PEER-TO-PEER INSIGHTS: ANA'S INTEGRATED MARKETING, 4TH EDITION SURVEY
The ANA recently conducted an in-depth study that looks into challenges marketers face when implementing integrated marketing programs and identifies key concerns that have changed from 2003 to now. More than half of marketers surveyed are currently developing and executing integrated marketing communications programs for all of their brands/products/services. Additionally, marketers are more optimistic about the quality of their company's integrated marketing efforts, with 42% of respondents rating its effectiveness as excellent or very good (compared to 25% surveyed in 2008). However, large obstacles still exist in developing and implementing effective integrated marketing programs. The existence of functional silos was identified by marketers as a top challenge in this survey as well as in the past three surveys. Join us as we share the survey findings and discuss how to eliminate functional silos and other ways to improve your integrated marketing initiatives.
Jacinta Girmscheid
Market Research Manager
ANA
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