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U.S. CELLULAR: INTERNAL INTEGRATION LEADS TO A BETTER CUSTOMER EXPERIENCE
Providing a superior customer service experience often begins by looking internally to ensure your employees have the necessary tools to execute your brand promise. In this presentation, U.S. Cellular will share the success of its Frontline Brand Awareness Program, an internal initiative designed to define the company's brand essence for its frontline associates. The purpose of this program is to ensure U.S. Cellular frontline associates can provide a consistent and differentiated wireless experience to customers, ultimately providing for greater integration throughout the organization.
Nicole Ames
Founder, Principal
Twist IMC
Lisa Strazzante
Senior Manager, Brand Development
U.S. Cellular
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WHY DOES IT TAKE SO LONG?
After almost a year of planning, CDW is getting set to launch a new integrated branding campaign from Ogilvy & Mather Chicago that begins with a new company wide position and extends to the brand and marketplace. When it comes to engaging your internal audience as well as external marketplace, all disciplines and stake holders need to be engaged. It sounds easy. But it takes time. In this session, CDW and Ogilvy & Mather Chicago will take you inside the increasingly complex process of building your brand inside and out.
Ann Batko
Senior Director Communications and Brand Management
CDW
Cathy Francque
Group Account Director
Ogilvy & Mather Chicago
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MANAGING INTEGRATION
One of the most salient challenges in today's Integrated Marketing Communications (IMC) environment is managing the organizational issues that arise when implementing IMC initiatives. This session is designed to provide participants with a snapshot of a toolkit derived from theories, case studies, and group exercises that can be effectively deployed in planning for and responding to these issues.
Dan Gruber
Assistant Professor, Department of Integrated Marketing Communications
Northwestern University's Medill School
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UNDERSTANDING THE CROSS-PLATFORM PLAYING FIELD
Major events no longer take place on a single stage. Consumers are hungry for information on experiences such as the FIFA World Cup and explore every available media vehicle including television, online, mobile or social media. Understanding how to position your brand on this broader cross-platform "playing field" is critical for advertisers especially for events of this global magnitude. In this session, you will gain insights on Nielsen's overall cross-platform strategy, as well as key learnings from both ESPN and Univision on their findings from this year's World Cup.
Elizabeth Ellers
Executive Vice President, Corporate Research
Univision
Howard Shimmel
Senior Vice President, Media Product Leadership
The Nielsen Company
Barbara J. Singer
Vice President, Advertiser Insights & Strategy
ESPN
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Additional session to be announced.
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