videos
Editor's Pick
Fishing Where Fish Are
Melanie Mitchell, SVP - Search Strategy for Digitas, talks about working on the Live8 campaign with MTV. Mitchell discusses the strategy of this successful, large, marketing event in which search was incorporated in various ways.
Editor's Pick
Reputation Management
Melanie Mitchell, SVP - Search Strategy for Digitas, talks about how search can sometimes help with reputation management. People may be doing searches that negatively affect a brand. Mitchell talks about how search can help them take some control of the situation.
Editor's Pick
Targeting Teens & Moms
Desiree DuMont, Partner of Integrated Media Solutions, talks about a recent campaign her company did for acne treatment. They targeted teens and moms, but were surprised to find that they could reach moms with teen media, and vice versa. DuMont also talks about the future of addressable TV.
Editor's Pick
Three Touches
Desiree DuMont, Partner of Integrated Media Solutions, explains why it is important to surround the customer by having different messages in all of the different types of media they use.
Editor's Pick
Betty White & Snickers
Scott Russell, Executive VP - Managing Director of Universal McCann, uses Snickers' commercial with Betty White as an example of a company that did a good job of staying in the conversation regarding their ad, and riding the wave of momentum from the ad, without over-thinking it or trying to steer the conversation.
Editor's Pick
Innovation in Auto
Scott Russell, Executive VP - Managing Director of Universal McCann, talks about what he thinks are the two most important sources of innovation in the auto industry. First, he talks about differentiating yourself in a way that matters to consumers. Secondly, Russell talks about how they are keeping a close eye on potential channel innovation, such as different ways to use search, third party sites, and mobile.
Editor's Pick
Reinvention
Scott Russell, Executive VP - Managing Director of Universal McCann, talks about how over the next three years, Chrysler's focus will be on redefining and differentiating each of their brands, and possibly bringing in new brands.
Editor's Pick
Analysis vs. Emotion
Scott Kelly, Digital Marketing Manager of Ford Motor Company, advises marketers to balance art and science. Target and analyze, but do not lose sight of things like capturing consumers' interest and creating emotion.
Editor's Pick
Effective Plays
Matt Van Dyke, Director of Marketing and Communications of Ford Motor Company, talks about two marketing campaigns he thinks were smart and effective. First he discusses Southwest Airlines and their message that they do not "hate bags". Second, Van Dyke discusses Netflix's contest to get developers to create a better system for predicting customer movie picks.
Editor's Pick
Relevant and Nimble
Matt Van Dyke, Director of Marketing and Communications of Ford Motor Company, talks about how one of the biggest challenges for his company is not knowing what the next big thing will be. The question is then how to stay relevant, nimble, and ahead of the curve.
Editor's Pick
Data Drives Decisions
Judith Wheeler, Head of Marketing Media of Chrysler Group, talks about the importance of using data to drive decisions. She describes how Chrysler makes decisions about their media mix based on particular deliverables they want to reach.
Editor's Pick
Back to Basics
Judith Wheeler, , Head of Marketing Media of Chrysler Group, talks about the importance of knowing your customer, and knowing what your brand stands for. Because of the economy people are going to basic values, and companies need to know how to align their brand with those values.