The Southern California CMO Executive Summit has been carefully crafted by our Governing Body of CMOs to deliver the most timely and relevant information in a true peer-to-peer environment. Based on criteria developed by the Governing Body, speakers are invited following a highly selective nomination and qualification process. The Governing Body's goal is to ensure that the conference delivers valuable and useful information to all CMOs and marketing executives who qualify to attend.
Author Jonathan Salem Baskin will explore how our culture and economy will never return to the structures of the 20th Century: we are returning to older ways of interaction, enabling behaviors that have been constant for hundreds of years. Take away the keyboards and add some soot, and consumers behave just like peasants in the early days of the Renaissance.
Wireless. Search. Communities. The next latest rule-breaking technology. Using these new media isn't so much about understanding how they're different, but in recognizing what stays the same.
New patterns of consumer behavior emerge with little warning, and with increasing speed. That's the clear message from a series of ethnographic studies across a broad spectrum of consumers and industries dating back from the emergence of the baby boom generation to the present day. How can marketers prepare for this inevitability? We will examine several case studies that explain how marketing teams have partnered with their company's IT department to respond to, and even anticipate changes in consumer behavior that can affect marketing's effectiveness.
The shift from traditional to digital media is providing CMOs with enormous amounts of data. This "digital treasure trove" can provide profitable insights—if you know where to look and how to apply them. Scottrade's Chris Moloney and Omniture's Gail Ennis will share how Scottrade and other companies use digital data to improve offline aspects of their businesses and discuss ways to leverage digital marketing insight within your company.
Marketers from BMW to Nokia to GM are turning to hot shops like Ruben Igielko-Herrlich's Propaganda to get their wares into hit movies. Bloomberg BusinessWeek's Los Angeles Bureau Chief Ron Grover sits down with Igielko-Herrlich to discuss how advertisers, with their budgets tight in a slack economy, can use product placement to put their brands and products in front of an audience of hundreds of millions.
Whether you're interested in how marketers and the media are helping to combat childhood obesity, high school drop out prevention or some of the most pressing issues of our time, come hear Ad Council President & CEO Peggy Conlon and Adobe's SVP for Global Marketing Ann Lewnes discuss the fascinating intersection of marketing and social good. Learn about the Ad Council's latest partnerships with leading marketers which are generating buzz, raising awareness and most importantly, creating change. You'll also hear about Adobe Youth Voices, a program encouraging youth in underserved communities to use cutting-edge multimedia tools to share their ideas and take action where they live. Learn how these groundbreaking collaborations are making a real difference and what's around the corner.
Session discovery topics:
- Some interesting things we've learned online over the past decade
- An effective set of operating principles is clear, specific and related to action
- Digital success requires you to adopt a very specific set of new principles
Everything about the client-agency relationship has changed, from the substance of the work to the structure of how it gets funded and delivered. In an environment where macro economic conditions continue to challenge affordability to the CEO & CMO brands are looking for new ways to succeed. The question is not just how, but if ad agencies can step up to meet that challenge. Discussion topics include:
- New models for partnering on results
- Switching strategic ownership of programs to agencies
- The drawbacks/benefits of one-stop sourcing
- Is any one entity equipped to handle all forms of media?
- Who integrates execution across all services?
In less than a year after becoming a global public company, Visa launched, for the first time in its history, a worldwide advertising campaign to communicate a single marketing message - "More people go with Visa." Under the leadership of Antonio Lucio, Visa's new campaign unifies Visa's global messaging while preserving maximum local relevance, enabling more efficient and effective promotion of Visa's brand and products. In this session, Antonio will discuss:
- Going Global - Optimizing Messaging and Media Globally and Locally
- Marketing Imperatives for Today's Economic and Social Realities
- Moving from Principles to Action
- Research-based Planning and Success Metrics
- Mining Existing Brand Assets for Authentic Consumer Connections
– Lauren Flaherty
Governing Body Co-Chair
EVP, CMO
Juniper Networks
– Lawrence Flanagan
National Governing Body Co-Chair
CMO, Worldwide Marketing & Communications
MasterCard Worldwide
– Richard Gerstein
Chicago Governing Body Co-Chair
SVP & CMO
Sears Holding Corporation
– Julie Cary
EVP & CMO
La Quinta Inns & Suites
