'ALL FOR ONE: The Integrated Marketing Summit' Behind the Scenes: Ground-Breaking Campaigns
April 29, 2011 — The Direct Marketing Association (DMA) today announced behind-the-scenes looks at three ground-breaking and hugely successful campaigns — E*Trade’s Talking Baby, Domino’s “apology,” and super-computer Watson on Jeopardy! These exciting presentations will take place during ALL FOR ONE: The Integrated Marketing Summit, June 20-21 at the New York Hilton in New York City
“Where else but at the ALL FOR ONE Summit can you get first-hand insight from the creators of three such outstanding campaigns?” said Neil O’Keefe, DMA’s vice president of multichannel segments. “The innovations of E*Trade, Domino’s, and IBM are perfect examples of how ‘outside-the-box’ strategies can catapult a project to victory.”
The Voices Behind the Talking Baby Campaign
Monday, June 20 — 9:25 to 10:05 a.m.
E*Trade and Grey NY show how a talking baby has become a pop-culture sensation. Since launching the baby campaign with Grey NY in 2007, E*Trade has increased online accounts by 9.6 percent. Learn how they continue to build on the campaign through social media. The E*Trade baby campaign consistently ranks at the top of USA Today's admeter. This year, it benefited from over 111 million views on the Super Bowl, the largest TV audience ever.
Speakers
|
Tor Myhren President and Chief Creative Officer Grey New York |
Nicholas A. Utton EVP and CMO E*TRADE Financial Corporation |
Domino's Delivers! A Surprising Strategy Leads to Record Sales!
Tuesday, June 21 — 9:05 to 9:45 a.m.
Domino’s Pizza and Crispin Porter + Bogusky share how their bold marketing strategy boosted pizza sales by an unfathomable 14.3 percent in just one quarter with their surprising, buzz-generating "apology" campaign. Hear how their integrated marketing strategy, which featured advertising that went against all conventional wisdom by focusing on the negative, engaged customers across the nation, and how you can apply similar initiatives to boost your own sales.
Speakers
|
Tony Calcao VP, Group Creative Director Crispin Porter & Bogusky |
Russell Weiner EVP, Build the Brand and CMO, Domino's Pizza |
Watson on Jeopardy!
Tuesday, June 21 — 9:50 to 10:30 a.m.
IBM and OgilvyOne crafted one of the best, truly integrated B-to-B marketing campaigns of all time. Attendees will hear how their innovative strategies were able to capture nearly 10 million Americans on Valentine’s Day to watch a computer battle two of the greatest Jeopardy champions of all time. Watson, the only computer on the planet that can answer a Jeopardy! question in less than three seconds, will be there in person!
Speakers
|
Brian Fetherstonhaugh Chairman and CEO OgilvyOne Worldwide |
Jim Gargan VP, Demand Programs IBM Corporation |
Watson IBM Corporation |
For more information or to register to attend ALL FOR ONE: The Integrated Marketing Summit, please visit www.AllForOneSummit.org.
DMA will provide complimentary ALL FOR ONE registration for editorial staff of media outlets that cover direct marketing-related topics. To request press registration, please email DMA at pressregistration@the-dma.org. For more information about our requirements for press credentials, click here.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.
In 2010, marketers – commercial and nonprofit – spent $153.3 billion on direct marketing, which accounted for 54.2% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.798 trillion in incremental sales. In 2010, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2010, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.8 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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