Content: All
Region: United States
Year: 2010

Reach Target Consumers

Marketers need to know how to balance scale with precision – how to get in front of as many of the right customers as possible while still making effective use of their marketing dollars.

Studies

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Videos

  • Livestream Brand Experiences Play Video

    Livestream Brand Experiences

    Interview

    Livestream Brand Experiences

    Courtney Kelso, the VP, Global Sponsorships & Entertainment Access at American Express and Board Member of the Future of Advertising Project with Wharton, shares a digital case study about Unstaged, a curated livestream concert series created by American Express. Through ...

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  • Single Sponsorship Play Video

    Single Sponsorship

    Interview

    Single Sponsorship

    Jon Kamen, Chairman & CEO of Radical Media and Board Member of the Future of Advertising Project with Wharton, talks about how single sponsor programming allows brands to own the programming and maximize their return on investments.

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  • Low Growth Environments Lead to Increased Spending Play Video

    Low Growth Environments Lead to Increased Spending

    Interview

    Low Growth Environments Lead to Increased Spending

    Miles Nadal, Founder, Chairman & CEO of MDC Partners and Board Member of the Future of Advertising Project with Wharton, says that in a low-growth environment, marketers are challenged to drive financial performance. In this economy, marketers are spending at ...

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  • Patent Expirations Play Video

    Patent Expirations

    Interview

    Patent Expirations

    Robert Brown of Eli Lilly & Co. explains that the biggest challenge faced by pharmaceutical marketing in 2011 is the expiration of patents. The marketing paradigm is shifting from big blockbusters to smaller-scale products and more targeted audiences. Digital lends ...

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  • Hyper-Locality Play Video

    Hyper-Locality

    Case Study

    Hyper-Locality

    Julie Dexter Berg, EVP/CMO of Supervalu, describes the challenges of branding in a broad middle market with niche markets one one side and large retailers like Wal-Mart on the other. Supervalu competes as a hyper-local business, which necessitates deep knowledge ...

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  • Digital Touchpoints Play Video

    Digital Touchpoints

    Interview

    Digital Touchpoints

    Beth Comstock, CMO of GE, explains that the proliferation of touch-points makes B2B customer relationships more relevant and intimate. For the customer, this should result in higher value and less wasted time.

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  • Building Legitimacy Play Video

    Building Legitimacy

    Case Study

    Building Legitimacy

    Shai Reshef, Founder & President of University of the People, talks about how they marketed their university in order to gain legitimacy. They brought in well-respected academics, partnered with Yale Law School, and got backing from the UN.

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  • Enlightened Brands Play Video

    Enlightened Brands

    Interview

    Enlightened Brands

    Kelly O'Keefe, Managing Director of VCU Brandcenter and Board Member of the Future of Advertising Project with Wharton, highlights Apple as a brand with an enlightened approach to marketing. This is because Apple has taken a broad view of what ...

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