Jim Porçarelli, executive vice president and chief strategy officer, and Anat Gilad, senior vice president of retail marketing, at Active International, shared examples of companies that have used corporate trade successfully.
A&E’s vice president of marketing and brand strategy, Lori Peterzell, shared some innovative strategies that helped create the hit show Duck Dynasty.
Helen Loh, vice president of content and digital marketing at Charles Schwab, looked to attract new customers by providing relevant, useful information through content marketing.
Kraft Foods, The Landgraf Consulting Group, and East Commercial Services discussed the financial benefits and hurdles when it comes to state rebates and commercial production.
BP’s marketing and procurement teams created a strong partnership through integrated demand planning and scoping, which helped not only to lower costs but to enhance agency efficiency, and improved process, communications, and strategy development.
L’Oréal’s vice president of digital strategy and innovation, Rachel Weiss, detailed L’Oréal’s internal content audit and shared key takeaways from its resulting content marketing strategy.
Jeff Jacobs and Kushan Surana from McKinsey & Company discussed trends and opportunities for increased collaboration between marketing and procurement while also focusing on the issues and challenges that marketers face in a digital world.
Post Foods stood up to a much larger competitor through brand agility and content creation.
Jason Hill, director of international advertising and content at GE, shared GE’s approach to creating branded advertising content programs, with a focus on GE’s content marketing partnership with The Economist.
Marketing and branding experts discussed the importance of content marketing and thought leadership in the current market.
In this presentation, Nationwide’s Chuck Arida and Kristy Boer discussed how procurement helped the marketing team to achieve more effective and efficient results.
Groupon’s new chief procurement officer Chuck Hatsis discussed his first 100 days in office and the challenges he faced within a dynamic business model.
Brad Hannah, senior vice president and CPG group practice leader at Barkley, and Kent McCuddin, director of marketing at Wells Enterprises, Inc., demonstrated how partner agency integration achieved growth for the Blue Bunny challenger brand.
Jennifer L. Woods, director of national sales and business development at New Futuro, shared key insights and metrics on how discount grocery chain ALDI, Inc. leveraged New Futuro’s education platform to reach Latino Millennials as a gateway to Latino families.
Jordan Williams, director of marketing at Keystone Resort, and Marc Landsberg, founder and CEO of socialdeviant, discussed transforming the resort’s marketing strategy by integrating content, social media, and the traditional media mix.
Anna Eschenburg, community manager at Salesforce.com, and Julia Pacher, marketing manager at Salesforce.com, discussed the most efficient and effective ways to connect to consumers using paid and organic social media.
Katie Paterson, social media manager at Achievers, discussed its launch on SlideShare, the new network of choice for professionals sharing information.
Jonathan Greene and Cindy Pound discussed the importance of user experience in mobile, and shared key case studies, results, and actionable takeaways for marketers to leverage for the future.
Zyrtec revamped its app to provide more relevant, customized content for users, and as a result, became both the most popular allergy app and mobile allergy site.
Rodney Williams, senior vice president, Hennessy USA at LVMH Louis Vuitton Moët Hennessy, shared the success story of the brand’s growth and rebranding through a strategic marketing and advertising campaign aimed at Millennial minority men.