PMA welcomes the following new members this month:
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PMA Integrated Marketing Conference | Speaker Presentations
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DAY ONE: TUESDAY, MARCH 23, 2010
PRESENTATIONS ARE NOW ONLINE FOR THE FOLLOWING SESSIONS!
WHERE AVAILABLE CLICK ON THE SPEAKER'S NAME TO DOWNLOAD |
| 9:00 – 9:10 |
Introduction
to Integrated Marketing Conference
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Bonnie Carlson,
President, PMA
Beth Ann Kaminkow, Conference Chairperson, CEO,
Tracy Locke |
Hear the vision for this year's conference, and how it will be different from others. Attendees learn and practice IM through deep dives into the building blocks of Integrated Marketing: Consumer Marketing, Shopper Marketing and Digital Marketing. |
| 9:10 – 9:50 |
OPENING
KEYNOTE ADDRESS:
Blurring the Lines
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Joe Uva,
President and Chief Executive Officer,
Univision Communications, Inc (.pdf) |
Today’s marketing world is about a 360 approach. Joe Uva, president and CEO of Univision Communications Inc., will focus on the need for integrated marketing solutions that are ROI driven and include not only multiplatform media but also Below-the-Line initiatives which are seeing an increase in investment. Uva has been at the helm of Univision since 2007 and previously served as president and CEO of OMD Worldwide. Univision is the leading Spanish-language media company in the U.S. with market leading TV, radio and Interactive assets, including one of the top five television networks in the country. |
| 10:00 - 10:25 |
Anatomy of an Integrated Marketing
Campaign
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Matti Leshem, CEO, Founder, Protagonist
Marc Hanson, Mt. Dew, Pepsi-Cola Company |
An in-depth case study of DEWmocracy -- one of the most fully integrated campaigns in the past decade including product, packaging, promotion, digital,social and traditional media, consumer activation, advertising, branded entertainment and more. |
| 10:30 - 11:00 |
Consumers
Can Be Your
Best – or Worst – Advocates
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Arthur Ash,
Principal,
Deloitte Consulting LLP
Brandon Murphy, EVP, Chief Strategy Director – 22squared |
In today's immediate world of 24/7 conversation, you no longer control the brand, the consumer does. What he or she says about your product can make or break your brands in a matter of hours. Hear new research about the power of an advocate and see real life examples from the web. (Don't miss the follow up session about real time crisis management in the Digital Track after the break). |
| 11:00 – 11:30 |
Networking Break
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BREAKOUTS
11:30 – 12:10 |
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CONSUMER |
Innovating an
Iconic Promotion (.pdf) |
Geoff Jackson,
Director of Event & Shopper Marketing,
Campbell Soup Company
Glenn Sherling,
VP, Retail Channel
Mars USA |
| Why fix what isn't broken never occurs to these marketers and agencies responsible for some of the biggest, longest running programs in the promotion industry. Their job is to continually review and revise their programs to drive consumer engagement and build brands year-after-year. | |
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DIGITAL |
| Real Time On-line Crisis Management |
Arthur Ash,
Principal, Deloitte
Consulting LLP
Robbie Vorhaus,
Founder & CEO
Vorhaus
Communications, Inc.
Chas. Salmore,
CEO, I MWKS
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It takes a lifetime to build a reputation. And one bad day to lose it.
What do most CEO/CMO's, entrepreneurs, politicians and celebrities consider their greatest asset? Thier companies' or their own Reputation. Join the recognized leaders in marketing, social media and reputation management to better understand how you can protect and retain a stellar reputation for your client or brand, and in the event of a crisis event, how to manage and preserve that same reputation.
Come prepared with your worst possible scenario, and hear expert advice on how to successfully lead through a reputation/crisis event. | |
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SHOPPER |
Packaging –
The Final Word (.pdf) |
Dan Ahern
Graphic Packaging International
Jeff Baker
Hornall Anderson
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| Packaging is the final communicator of the brand message in-store and at home, and the final differentiator vs. your competitor on the shelf. How well does it communicate your brand's key benefits? Is it compelling and exciting? Can it act as the tiebreaker between your brand and private label? Hear representatives from the brand, packaging design, and manufacturing disciplines discuss what makes a great package and how to make the most of the final word with the consumer. | | |
LUNCH
12:15 – 1:45 |
LUNCHEON
KEYNOTE ADDRESS:
The Brave New World of Global Marketing
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Dean Barrett
SVP, Global Marketing
McDonalds |
The lines have always been blurred for marketers trying to communicate a brand message to people in multiple languages in hundreds of countries, many without TV, radio, newspapers, or magazines, as we know them. But engagement is key in any language. Hear how Ronald McDonald blurs the lines and the boundaries on a daily basis. |
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| 2:00 – 2:30 |
Check in with Office Time |
BREAKOUTS
2:30 – 3:00 |
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DIGITAL |
| Social Media (.pdf) |
Morgan Johnston, Manager, Corp. Communications,
Jet Blue
Tara Ryan-Carson, Manager of Consumer Promotions, Jet Blue |
| Everyone says they're doing it – but everyone wants to know how to do it better. Discover from Jet Blue, an industry leader involved in a daily personal experience with consumers, how to harness social media's unpredictable communications in a 24/7 world. | |
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BREAKOUTS
3:05 – 3:35 |
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DIGITAL |
REGGIE Awards
Close Up |
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Jason Rogers, VP,
Catapult Interactive
Rich Magalik, SVP & Creative Director, Catapult Interactive
Lisa Foley, Interactive Marketing & CRM, Mars Pet Care |
| Hear the details about Pedigree's interactive web site, barking iPhone app, "behind the scenes" content, and disruptive takeover that drove awareness of a pet adoption drive, donation of food to shelters and increased sales for the product. | |
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SHOPPER |
| Beyond Mom (.pdf) |
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| Men, both straight and gay,represent an increasingly significant portion of the shopper base and require unique marketing to enhance their shopping experiences. Utilizing data from a new quantitative research study called "The Checkout" as well as case studies that will make you rethink the male target, this session points out key differences in male shopping across categoriesand provides a fresh perspective into how, and when to target effectively. | | |
| 3:35 – 4:00 |
Networking Break |
BREAKOUTS
4:00 – 4:30 |
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DIGITAL |
| Global Mobile |
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| 97% of Americans over the age of 18 have one – and spend a lot of time and money using them. They're mobile phones and they are omnipresent. So why aren't American brands using them to reach consumers? Listen to this global panel of marketers as they talk about harnessing the power of the mobile phone | |
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SHOPPER |
| Shopper Marketing ROI/Metrics |
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In-sights, in-store, in-vesting in the future shopper all sound good, buts what's the In-cremental in-come?
Without the tracked results to show the programs are working, Shopper Marketing is just another buzzword.
See how top agencies are helping their clients prove the value everyday. | | |
| 4:35 – 5:05 |
Don't Wine
About Change
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Roger Scommegna, Thief Three
Three Thieves |
Possibly no other industry has seen as much change in their marketing rules as the wine, beer and liquor business in the past 10 years. Being allowed to advertise on radio & TV has not made the industry turn to Above the Line marketing as a sole solution, but rather to further support and integrate its campaigns with a mix of experiential, advertising, PR and in-store promotion all in an effort to get consumers to taste their product. |
| 5:30 – 7:30 |
Cocktail Party
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A wine tasting party featuring Three Thieves wine. |
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DAY TWO: WEDNESDAY, MARCH 24, 2010
Hear something worth repeating?
Tweet it! #pmablur
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| 9:00 – 10:00 |
Media Consumption in Today's World
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Don Schultz,
Professor Emeritus of the Medill School,
Northwestern University (.ppt) |
Integrated Marketing icon Don Schultz, Professor Emeritus at Northwestern University, delivers the most up to date media consumption research and materials through the BIG research methodology leading the audience directly to budgeting and the allocation of precious marketing dollars. |
| 10:00 – 10:45 |
The Media is the Message or is the Message the Media? (.ppt)
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Mark Bennett, (.pdf)
Group Manager,
Media Production,
Target Meetings and Media Production
Brian McDermott,
Executive Creative Director,
Clear Channel (.pdf)
Dan Sherr,
General Manager,
Integrated Media
Solutions, Valassis (.ppt) |
Don Schultz continues the discussion as moderator with representatives of four different media delivery companies. Media consumption has changed. The most effective approach may not be the most efficient. Consumers are experiencing their media consumption holistically, which argues for integration, but the challenge remains, when corporations and agencies are still organized by silos. The panel takes on the difficult question of addressing what the industry should be doing. |
| 10:45 – 11:15 |
Networking Break |
BREAKOUTS
11:15 – 11:45 |
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DIGITAL |
The Meeting of
Retail and Digital |
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Morgan McAlenney, SVP, Digital Czar,
Integer
Dan Flanegan, VP Strategy & Client Services
Brand in Hand
Max Polisar, VP Sales,
Total Immersion |
| Nowhere is the convergence of high tech and high touch more prevalent than in the aisles of today's grocery, mass merchandise and drug stores. From shopping carts that know your preferences, to smart phones that double as loyalty cards, from mobile delivery of grocery lists to kiosks that sell electronics, the store is the place for digital. | |
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SHOPPER |
| The Path to Purchase |
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Al Wittemen, Managing Director, Retail Strategist, Tracy Locke
Sonja Mathews, Director of Strategy & Consumer Insights, Pepsico
Rita Bargerhuff, CMO,
7-Eleven |
| Today's path is anything but a straight line. Consumers are bombarded by marketing messages. But are the messages driving consumers to the shelves or driving them crazy? This in-depth seminar with marketers, retailers and agency experts explains all the twists and turns. | | |
LUNCH
11:45 – 1:30 |
LUNCHEON
KEYNOTE ADDRESS:
How to
Erase the Lines
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Seth Godin,
Marketing Guru
& Author,
Linchpin: Are you Indispensable? |
Seth Godin, Marketing Guru for the ages and writer of the most popular marketing blog in the world wants to talk to you over lunch about taking marketing back to what it used to be... the act of an individual telling the story about a product or service. He believes that over time, we have corporatized it, compartmentalized it and built in deniability. Now it is the act of a machine, not a person. Thank goodness, today this raveling is happening in many industries and it's essential for the growth of just about any organization. All attendees receive a copy of Seth's new book LINCHPIN; Are You Indispensable? As well as the opportunity to bring additional copies back to the Linchpins in your office |
| 1:30 – 2:00 |
Check in with Office Time |
BREAKOUTS
2:00 – 2:30 |
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CONSUMER |
| Windows 7 Case Study: Fusing In-Home, Online, Word-Of-Mouth & Social Media (.pdf) |
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For the make-or-break launch of Windows 7 last Fall, Microsoft, working with House Party enlisted over 40,000 consumers advocates around the world to host parties in their homes -- to debut, demonstrate and celebrate Microsoft's new software. See the results, hear how it worked and learn about the power of advocates in this exciting case study. | |
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DIGITAL |
| The Forces Behind Digital Marketing Leadership (.pdf) |
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Jim McKinnis,
Managing Director,
Rapp, LA
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| Hear what this global response agency lead believes are the important digital strategies that marketers need to understand in order for a brand to become a force of digital marketing. | |
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SHOPPER |
Procter & Gamble's Game Changing
"Store Back" |
Samantha Avivi,
Integrated Communications Manager
Procter & Gamble |
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All communication, whether it's in-store or out-of-store, is intended to lead consumers to purchase. For P&G's brands, consumers' ultimate purchase decisions are made in-store. With this in mind, P&G has changed the way we're thinking about our communication and media planning to keep the moment of purchase front-and-center.
Session 1, "Keys to unlock purchase: Communication from the Store Back," will break down what P&G means by "communication from the store back" and the keys to drive success.
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BREAKOUTS
2:30 – 3:00 |
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CONSUMER |
Consumer Marketing
ROI/Metrics (.pdf) |
Rick Abens,
President Foresight ROI
Neal Heffernan, SVP,
General Manager
Knowledge Networks |
| Promotion is the most measurable tool in the tactic toolbox, but are you setting up your programs so you can truly see the results? Get an in-depth look at how to create a program, measure it and continually adapt for best results. | |
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DIGITAL |
Digital Marketing
ROI/Metrics |
David Berkowitz
360i (.pdf) |
| Everyone is doing digital, but is it doing anything for the bottom line?
Analytic experts show you how to track and monetize your investment in digital for the best possible results. | |
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SHOPPER |
| Procter & Gamble's Game Changing "Store Back" |
Samantha Avivi,
Integrated Communications Manager
Procter & Gamble |
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All communication, whether it's in-store or out-of-store, is intended
to lead consumers to purchase. For P&G's brands, consumers' ultimate purchase decisions are made in-store. With this in mind, P&G has changed the way we're thinking about our communication and media planning to keep the moment of purchase front-and-center.
Session 2, "Store Back: How it has changed the way we work," will highlight how P&G has made systemic changes to the way the company plans and executes communication.
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| 3:00 – 3:30 |
Networking Break |
| 3:30 – 4:00 |
The Bottom Line
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Dr. Candace Adams,
President, Global
Retail Strategy,
SmartRevenue |
Loyalty — The ultimate test of whether your Integrated Marketing is working. Since only 5% of shoppers are loyal to a single retailer, planning for the future based on past performance alone results in knowledge gaps. Insights must provide the emotional and psychological components of purchase behavior. Looking across 8 key retail channels, SmartRevenue has conducted a groundbreaking study, and will share insights that reveal shopper- and consumer-centric strategies to increase sales, shopability and differentiation. |
| 4:00 – 4:45 |
Grand Finale: A 3-D Look at Avatar's Marketing; Depth, Diversity & Delivery
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Anna Roca
Senior Vice President
of International Promotions
Twentieth Century Fox |
Hear about the global marketing strategies and promotional partnerships for Avatar, James Cameron's record-setting blockbuster! Anna will showcase some of the film's international partners' marketing and talk about the importance of going Deep with a Diverse set of partners and Delivering with the product. |
| 6:00 – 11:00 |
2010 REGGIE AWARDS GALA
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 = keynotes = general sessions = sponsors |
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