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DMA2014 Thought-Leadership Modules ‘Deliver Big’ on ‘Big Ideas’


Post Date: May 8, 2014
By: Susan Taplinger

Lead by Experts from Grey, Angie’s List, AT&T, Coca-Cola, FedEx,
JCPenney, United Airlines, 360i and More

Co-sponsored by Hacker Group and Selligent

New York, NY, May 8, 2014 — The Direct Marketing Association (DMA) today announced it will present twelve Thought-Leadership Modules at DMA2014: The Global Event for Data-Driven Marketers, to be held October 25-30 at the San Diego Convention Center. Experts and leading professionals from top companies will offer their insight and expertise.

“This year at DMA2014, we are offering a dozen compelling modules, co-sponsored by Hacker Group and Selligent, and conducted by industry leaders from some of the nation’s top firms. Each session offers a wealth of information, powerful tools, and actionable takeaways attendees can use to power their marketing strategies and campaigns in new and exciting ways – and drive success like never before,” said Paul McDonnough, DMA’s vice president, conferences & events. “The Thought Leadership modules deliver big thinkers, big brands, and big ideas. It’s no wonder these sessions are so wildly popular – with first timers and veteran attendees alike.”

Highlights Include:

Monday, October 27

Agency A-List: The Changing Face & Role of the Agency in 2015
• Chris Pitre (Moderator), Director, Strategic Planning, Astadia
• Zachary Treuhaft, Chief Digital Officer, Grey
• Sean Corcoran, SVP, Director, Digital Media & Social Influence, Mullen
• Allyson Hugley, EVP, Measurement, Analytics & Insights, Weber Shandwick
• Jared Belsky, President, 360i

The role of the traditional agency has drastically changed. Not only must today’s agencies have their finger on the pulse of what is new and what is hot in the industry, they must differentiate themselves to meet the ever-growing demands of their clients — in real-time, and at less cost. It’s no easy feat, but Adland’s best continue to stay one step ahead of the curve. Join top executives from Ad Age’s 2014 Agency A-List for a look at how these leading agencies continue to meet client needs in new and innovative ways.

CX Innovation: How FedEx Uses ‘Human Data’ to Drive Engagement
• Ernan Roman, President, Ernan Roman Direct Marketing Corp.
• Mike Rude, Managing Director, Customer Experience, FedEx Corporate Services

Based on several thousand hours of Voice of Customer research, we know that customers now expect highly personalized communications and experiences with brands. Mike Rude is driving the global transformation at FedEx from traditional transaction-based communications to true personalization based on individual preference – and will share the strategies and dramatic results this new thinking has achieved for FedEx.

Tuesday, October 28

Igniting Customer Connections: How Modern Brands Create Engagement
• Andy Frawley, President, Epsilon
• Pat Brady, President, Angie’s List
• Elmer Smith, VP, Customer Strategy, JCPenney

Meet the powerful combination of engagement and experience – ROE2 or Return on Experience + Engagement – a refreshingly effective approach that helps you drive more profitable customer connections and measure the impact of your marketing.

The Untold Story Behind ‘Dove Real Beauty Sketches’: Mastering the Online Video Space

• Robert Davis, Executive Director of Content, OgilvyOne
• Executive from Dove to be confirmed

The “Dove Real Beauty Sketches” viral video made headlines — generating massive online views and bringing emotional stories to life via great creative. In this session, executives will dive into the untold tale of the strategic underpinnings of the campaign, in which customer insight, best practice content strategy, and integrated owned/earned/paid distribution combined to create a foundation for living, breathing creative.

Mastering the Complexities of Multichannel Digital Marketing
• Stephanie Miller, SVP, Communications & Member Engagement, DMA
• Christopher Butler, Marketing Director, Equifax
• Andrew Bailey, Senior Director, CRM, FedEx
• Sal Tripi, AVP, Digital Operations & Compliance, Publishers Clearinghouse
• Ryan Bonifacino, VP, Digital Strategy, Alex & Ani, LLC

Customers don’t think about channels, so why are marketers still clinging to our silos? This panel of practitioners will cut through the hype and share what is really working to connect with customers and prospects – in a true multichannel way.

Brand Direct: Marketing’s Grudge Match
• Lindsay Resnick, CMO, KBM Group: Health Services
• Christy Amador, Global Marketing Brand Strategist, Coca-Cola
• Leslie Smithers, Director, Targeted Marketing, United Airlines
• Patrick Blair, CMO, WellPoint

Brand and direct response marketing have long been cornerstones of successful advertising. Lately the lines between the two are blurred. And now add to the mix content marketing! The pace of change demands an integrated approach. This session brings three big brands together to discuss how bridging the gap between these disciplines can result in more loyal and profitable customers.

About DMA2014 Conference & Exhibition

The DMA2014 Annual Conference & Exhibition: The Global Event for Data-Driven Marketers is the world’s largest gathering of data-driven marketing professionals. At DMA2014, which will be held October 25-30 in San Diego, the focus will be on igniting customer engagement. We’ll help you discover innovative ways to engage customers and drive response, via leading-edge case studies from global brands; more than 70 conference sessions designed for team development; premier networking events; the 2014 Exhibit Hall featuring hundreds of the world’s top companies; and much more. Through strategic partnerships with top marketing organizations, DMA2014 delivers the most cutting-edge, relevant content to all areas of focus and interest. For additional information, or to register for the six-day data-driven marketing event of the year, please visit http://www.dma14.org.

For information about DMA2014 exhibition and sponsorship opportunities, please contact Wilson Vargas at 212.790.1468 or wvaras@the-dma.org.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.thedma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development.

In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs. The real value of data is in its exchange across the DDME: 70 percent of the value of the DDME – $110 billion in revenue and 478,000 jobs – depends on the ability of firms to exchange data across the DDME.

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