Event Recaps
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Leveraging Attribution
Event Recaps June 29, 2021Attribution is both an art and a science. Best Western Hotels discussed trends in the travel industry during the pandemic.
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Make Your Marketing Investments Efficient
Event Recaps June 29, 2021Maximizing and accelerating the impact of marketing investments is a critical issue for today’s marketing executives. In this session, learn how the partnership with procurement continues to shift from a focus on cost cutting to delivering strategic financial value and spend efficiencies.
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Media for Growth
Event Recaps June 29, 2021Tom Denford from ID Comms Group and Sherry Ulsh from The Hershey Co. discussed ways to rethink media as an investment and not a cost, assigning media a higher set of strategic KPIs to drive growth.
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The Growing Importance of ESG
Event Recaps June 29, 2021Environmental, social, and governance (ESG) concerns are top-of-mind for companies today. In this session, get a thoughtful look at a balanced, intentional approach to ESG as a business driver.
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A CMO’s Stance on Agencies
Event Recaps June 28, 2021Ivan Pollard, the former CMO of General Mills, discussed sources of dysfunction in the relationships between clients and agencies.
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A New Economic Model for Brands and Their Agencies
Event Recaps June 28, 2021Forrester’s Jay Pattisall discussed the next evolution of agency compensation that aligns people, platforms, and performance.
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Behind a Rust-Oleum Campaign
Event Recaps June 28, 2021Rust-Oleum shared the campaign strategy it devised to promote Epoxy Shield, a coating for garage floors.
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Mad-Vertising: Advertising Effectiveness Through the Lens of the MAD Strategy Framework
Event Recaps June 28, 2021Richard Ettenson and Jonathan Knowles reviewed their MAD Strategy Framework (Magnitude/Activity/Direction), which explored the strategic opportunities that advertising can create by showing how to define your “change signal” based on your market and competitive context.
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Making Creative Asset Management a Competitive Advantage
Event Recaps June 28, 2021Stephen Robinson, general counsel and chief privacy officer at Extreme Reach, discussed essential best practices for marketers, their agencies, and regional partners worldwide that give brands a competitive advantage in today's complex media landscape.
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Optimizing Client and Agency Relationships: 4P's 3.0
Event Recaps June 28, 2021In this session, former AFM Conference Chairs Mary Ann Brennan and J. Francisco Escobar lead a discussion that delves into the very fabric of client/agency relationships and what makes the great ones work.
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The Growth of Supplier Diversity
Event Recaps June 28, 2021The importance of supplier diversity has increased for almost 90 percent of marketers over the past year, according to a new ANA survey. This session shares survey results including: the specific diverse segments marketers are supporting; metrics used to assess progress; benefits; and challenges.
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The New Creative Economy
Event Recaps June 28, 2021For businesses to capitalize on the potential economic boom that may follow the COVID-19 pandemic, Johannes Leonardo’s Bill Afonso says they’ll have to be creatively brave.
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Understanding the Agency Financial Model and the Impact on Pricing Negotiations
Event Recaps June 27, 2021This workshop reviews the fundamentals of the financial structure of marketing service firms and how they price.
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Coloring a Diverse and Inclusive World
Event Recaps June 24, 2021Crayola discussed its partnership with a global skin tone expert and how an integrated marketing campaign was developed and communicated to the diverse world we see today to foster a sense of belonging and inclusivity.
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Creating Authenticity and Finding Soul
Event Recaps June 24, 2021Disney discussed releasing its film, Soul, authentically and inclusively during the pandemic.
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draftLine Enables Anheuser-Busch to Make Agile and Data-Driven Creative
Event Recaps June 22, 2021draftLine shared how it capitalizes on social listening to keep Anheuser-Busch culturally relevant and engaged with trending online conversations.
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Stop & Shop’s Creative In-House Agency
Event Recaps June 22, 2021Stop & Shop shared four lessons learned in the course of establishing its own in-house design and production team.
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A Recipe for Seduction… and Success
Event Recaps June 18, 2021Learn how an intricate and complex partnership came together, from inception through pandemic-period production to a memorable and buzzy piece of branded content that surpassed all benchmarks and objectives fueled by a promotional plan worthy of a theatrical release.
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Data Strategies from Overload to Insights
Event Recaps June 18, 2021For marketers, data has always been the essential tool used to make critical decisions that affect their businesses. As our hyperconnected world continues to advance, it has become simple task to track every action a customer makes.
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Diversity in the Media Supply Chain — Town Hall
Event Recaps June 18, 2021In this “town hall” discussion, marketers shared perspectives and experiences in finding and working with diverse media suppliers.
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