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3/12/2009
Posted by Tina Manikas, Global Retail and Promotions Officer
The recession (and in turn the economy) was a core theme during the two-day PMA integrated conference this year with a lot of interest in agency innovation from conference attendees. Looking at the attendance, the topic was fitting as this year’s crowd was smaller than years past. Many unlikely suspects have made great advances in integrated marketing as well as shopper marketing within the mix. Kimberly Clark was one noteworthy manufacturer that’s done a great job of making and keeping brand promises and changing their mix on several brands – this includes moving away from the FSI drug addiction.
My involvement this year included participation on The Great Agency Panel Tuesday afternoon with executives from Digitas, Catapult and Enfatico, and moderated by PMA President Bonnie Carlson. We touched on a number of other subjects during our hour-long discussion andit was well attended. I think everyone took away quite a bit—even the panelists. A few of the issues we discussed were:
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the idea of framing value and continuing migration of traditional advertising to shopper and digital marketing
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the debate of whether consumer/shopper behavior changes will last or revert back to previous ways
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what does it take to have a winning, integrated marketing process
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how a holistic all in one agency handles integration
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the increase in short term strategies
And for fun, we were asked what we would advise the President on how to market to reestablish some consumer confidence. Advice included marketing small wins/shows of action, leveraging America and its greatness, focusing the message and speaking to benefits/not process. The conversation stopped just short of getting political.
The day wrapped up at REGGIES Gala, where Draftfcb Chicago and New York were honored throughout the evening. Howard Draft, our executive chairman, served a REGGIE All-Star presenter, based on our past performance at the show, and we took home a handful of awards—2 Gold, 2 Bronze and the Super REGGIE for Oreo DSRL. In my mind, the Super REGGIE was a huge win for the agency as the initiative was a cross-office collaboration effort between our Chicago and New York offices in addition to five other agency partners.
The work along with all the winners will be featured in April 7 Brandweek, and the Gold winners go on to the MAA's international "Globe" awards. |
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