Moderator: Sean Corcoran - Senior Analyst, Forrester Research
The BIMA Cross Media Forum brings together leading agencies, marketers and publishers to have an open dialogue on the challenges, successes and realities of executing across multimedia platforms. Now in its sixth year, this half day forum will offer actionable, solution-oriented recommendations from four case studies for planning and measuring successful integrated campaigns.
Each presentation will discuss the details of why an integrated media approach was strategically chosen during the media planning, how it was then implemented and why the campaign was considered successful in its results.
CARNIVAL CRUISE LINES: Weather Trigger Campaign
Presented by: Drew Watson - Account Director, MPG/Media Contacts
|When planning Carnival’s local marketing strategy for 2010, MPG/Media Contacts saw an opportunity to make an impact in markets where Carnival’s BDI was lagging. While it would take a significant investment to sustain growth in these “develop” markets, they shared one distinct commonality: all suffered from harsh winters. The agencies, along with creative sister Arnold, built a multimedia plan founded in the idea that delivering a highly relevant weather focused message could quickly move the needle in the important Q1 time period.|
|Olympus “Look What You Can Do” Launch|
Presented by: Dustin Johnson - VP, Creative Media, Mullen and Jennifer Biagiotti - Media Supervisor, Mullen
|In this presentation, Dustin Johnson and Jennifer Biagotti of Mullen will review the media and creative campaign they developed for the launch of Olympus E-PL1. The case study will review the challenges and objectives the campaign sought to address, how the approach took shape, and will demonstrate several unique examples of media integration. The discussion will pay special attention to the high level of coordination between media and creative to develop the campaign and the results. |
|Agilent Technologies: Breathing New Life into Life Sciences Marketing|
Presented by: Michelle Boudreau - Director of Strategic Planning, PARTNERS+simons; Anthony Henriques - Creative Director, PARTNERS+simons; Steve Lynch - Creative Director, PARTNERS+simons; Cindy McKnight - Director, Contact Planning, PARTNERS+simons
|PARTNERS+simons recently launched a new product line for Agilent Technologies. The multimedia campaign included traditional channels such as print, but at the heart of the campaign was a viral video using puppets. Yes, puppets. P+s wrote, shot and produced two versions of the video—one to tell Agilent’s story and the other for users to personalize and send to friends and colleagues via social media and email. The results will surprise you.|
|Boston Globe Media – The Evolution of Cross Media Platforms|
Presented by: Lisa DeSisto, Chief Advertising Officer, Boston Globe Media & General Manager, Boston.com
As consumers are presented with more media choices and advertisers are faced with finding the right ways to reach consumers, Boston Globe Media’s mission is to connect advertisers with consumers on whatever platform they choose to consume Boston Globe and Boston.com content. Offering integrated campaigns in print, online, mobile, and video Boston Globe Media partners with advertisers to utilize trusted traditional media platforms and at the same time interact with customers in new ways by taking advantage of advanced technologies.
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