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General Session
MASTERCARD WORLDWIDE USES INSIGHTS TO CREATE PROGRAMS THAT CONNECT WITH YOUNG CONSUMERS
Learn what motivates young people around the world today and what makes them different from every generation that has come before. Laura Simpson, McCann New York Global IQ Director will present "The Truth About Youth" a piece of global research conducted in 17 markets which reveals some surprising insights from 7,000 young people.
Laura Simpson
Global IQ Director
McCann New York
Cheryl Guerin, Senior Vice President/Group Head, U.S. Marketing at MasterCard Worldwide will describe how a deeper understanding of what motivates younger consumers have been applied to create meaningful and relevant programs to drive greater preference and connections with this important consumer segment.
Cheryl Guerin
Senior Vice President/Group Head, U.S. Marketing
MasterCard Worldwide
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KRAFT LEVERAGES CATEGORY AND CONSUMER INSIGHTS TO REVITALIZE ITS DECLINING ATHENOS BRAND
In July 2010, Kraft decided it was time to invest in its Athenos brand of Greek products which had for three years seen softening sales in categories that were in fact growing. Knowing that whatever action they did take would need to cause people to take notice, and quickly, Kraft engaged Droga5 to help determine the strategic direction and creative activation of this brand revitalization. Kraft and Droga5 used consumer and category insights to get to a positioning and creative idea that got the attention of its target of "young transitional" women and gave them a new way to think about hummus and food in general. In this session you will learn about how Kraft and Droga5 found a way to create an emotional connection between the target and the hummus category, and how they brought it to life with the "Approved by Yiayia" campaign. In just 6 months the brand experienced a significant sales volume increase and drastically improved brand perception. As part of the presentation, Kraft and Droga5 will share the insights and strategy that drove the creative as well as the integrated program that helped this brand succeed.
Jill Baskin
Senior Director, Marketing Communications
Kraft Foods
Sarah Thompson
President
Droga5
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WALMART FORGES A DEEPER CONNECTION WITH MOMS BY CHAMPIONING THE 'EVERYDAY'
Three out of four moms believe that marketers have no idea what it's really like to be a Mom. In this session you'll hear how Walmart uncovered compelling customer insights about moms that altered how they communicated with this critically influential audience. You will hear about the close collaboration between Walmart and The Martin Agency's think tank called 'The Mom Complex' and how they developed a point of view about Moms that led to a new communications platform and positive business results. Discover how Walmart is helping American mothers find more joy in the 'everyday' and how Walmart is helping them save money and live better.
Kirsten Evans
Senior Director, Marketing
Walmart Stores, Inc.
Katherine Wintsch
Vice President and Group Planning Director, The Martin Agency
Founder, The Mom Complex
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THE PARTNERSHIP AT DRUGFREE.ORG MOVES FROM MONOLOGUE TO DIALOGUE
In this session you will learn how The Partnership at Drugfree.org evolved from a traditional advertising model to become an organization that helps parents prevent, intervene in and find treatment for drug and alcohol use by their children. You will hear examples of consumer insight driven solutions that have helped move the organization forward and enabled them to successfully connect with families. Learn about You Are Not Alone, a newly created cause marketing campaign launched as a result of customer insight analysis and direct feedback.
Hilary Baris
Digital Media and Marketing Director
The Partnership at Drugfree.org
Sean Clarkin
Executive Vice President, Director of Strategy & Programs
The Partnership at Drugfree.org
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