Thought Leadership Series

The DMA07 Thought Leadership Series is designed to provide insight into leading-edge best practices and management lessons learned that increase lead generation, optimize the marketing mix, drive true integration, and result in higher ROI.

Companies speaking at Thought Leadership Series include AOL, Coca-Cola Company, Harte-Hanks, Rapp-Collins, and Wunderman. Stay tuned for more speaker details as they become available.

• Automation Takes the Lead in Driving Scalability and Profits
• Build Your Brand With the Power of Direct
• Changing the Dynamics of the Business With Creative
• How the Web is Delivering a Powerful Direct Network
• Identifying the Latest Strategic Trends and Forecasting Tools

Monday, October 15, 2007
1:45 P.M. – 2:45 P.M.

Automation Takes the Lead in Driving Scalability and Profits

Marketers and the service providers who support them are under pressure to manage more marketing channels, be more accountable for the allocation of resources to optimize expenditures, and to do this with the same level of staff. The opportunity exists today to enable the automation of the marketing operations process for more efficient and effective communications. This panel will discuss the issues that surround selecting, implementing, and utilizing marketing technology from a practical point of view.

Takeaways:

• Learn how to determine and sell the value of marketing automation to marketing, to IT and to the CEO - whether it be cycle time reduction to drive response and conversion, cost control or quality management.
• Discover the steps required to best prepare the organization for transformation.
• Identify what barriers may you need to be overcome to implement successfully, either politically or from a technology perspective.
• Assess the competitive risks from "sitting on the sidelines"

Moderator:
Bruce Biegel, Senior Managing Director, Winterberry Group

Thought Leaders:
Michele Fitzpatrick, Chief Marketing Officer, Harte Hanks
Erica Thompson, Vice president, CRM and Loyalty, PetSmart
Richard Howe, Chief Marketing Officer, Acxiom
Atique Shah, Vice President, Direct Marketing/Consumer Insight, Earthlink

Sponsored by:

Monday, October 15, 2007
1:45 P.M. – 2:45 P.M.

Build Your Brand With the Power of Direct

With the arrival of widespread broadband penetration, the separation between mass and direct marketing as a tool for building brand identity is rapidly disappearing. Many of America's most famous names — Nike, Coke, Aflac, M&M's, Starwood, and Starbucks — are now utilizing 1:1 marketing to addressable, known prospects and customers. In this panel, we hear from three top brands who are pioneering active engagement with the consumer.

During this thought-provoking session attendees will explore the proven marketing value of Strategic Content Platforms that engage and inform a company’s best customers with relevant editorial and compelling creative, while integrating time-tested direct marketing techniques to influence customer behavior and drive ROI.

Takeaways:

• Learn how to extend your existing brand personality built via one-way communication into the new world of the real-time, interactive, infinitely expandable web.
• Discover the benefit of employing a virtually unlimited ability to test new positioning, new offers, new product ideas or anything else you want to assess.
• See how easily the power of your brand translates into a successful e-commerce engine that leads visitors to purchase your branded merchandise and serve as your walking billboard advertisements.
• Find out how viral marketing can make every dollar you spend constructing a “sticky” web site come back to you ten-fold.

Moderator:
Stan Rapp, Chairman, Engauge

Thought Leaders:
Carol Kruse, Vice President, Interactive, Coca Cola
Chris W. Schraft, President, Time Inc. Content Solutions and President, Liquid Dialog
Lucas Donat, Co-founder, Donat/Wald the eHarmony Direct Marketing Agency

Tuesday, October 16, 2007
8:30 A.M. – 9:30 A.M.

Changing the Dynamics of the Business With Creative

One of the biggest challenges the DM creative community faces is making the cultural switch from creating linear narrative experiences to creating narrative that is shorter, nonlinear, and interactive. Consumer behavior is more unpredictable now than ever, thanks to technological developments in the digital arena. This panel will review, explore, and share examples of creative campaigns that have made the cultural switch while contributing to the bottom line.

Moderator:
William J. Ludwig, Vice Chairman, Chief Creative Officer, Campbell-Ewald

Thought Leaders:
Tom Hansen, Executive Creative Director, Wunderman
Rachael Heapps, Chief Creative Officer, RappCollins

Tuesday, October 16, 2007
4:15 P.M. – 5:15 P.M.

How the Web is Delivering a Powerful Direct Network

How do we continually achieve ROI in a digital landscape? How do we know what the next big thing will be and capitalize on it? And, how do marketers continue to lead their organizations' missions by implementing stellar marketing plans with full measurability and accountability? This panel will discuss the trends in the online space, the challenges to full channel integration, and offer strategies to achieve these goals.

Moderator:
Ian Baer, Managing Director, iCrossing

Thought Leaders:
Jeanniey Mullen, Executive Director, Worldwide Email Marketing, OgilvyOne
Scott Delea, President, Adverb Media

Tuesday, October 16, 2007
4:15 P.M. – 5:15 P.M.

Identifying the Latest Strategic Trends and Forecasting Tools

The procurement, maintenance, and analysis of data are probably the most important processes to execute a successful marketing campaign. More than ever, companies are struggling to build the proper infrastructure to generate and analyze information. This panel of thought leaders will address: • What technological advances are on the horizon? • How will organizations get a solid grasp on their customer information?

Moderator:
Michael Della Penna, Chief Marketing Officer, Epsilon

Thought Leaders:
Ira Helf, Managing Director, Marketing Analytics, Ogilvy One Worldwide
Larry Krasnoff, Senior Vice President, Rapp Collins
Sarah Searls, Vice President, Marketing Analysis, AOL