Isobar will present a case study about steps it took with Nikon Inc to help the imaging company reconnect with consumers in the age of digital photography through a digital focused approach. The company was facing a host of old and new competitors selling digital cameras to consumers, and with the industry transforming from a chemical process to one of digits,  Nikon needed to preserve its leadership position with the pros while inviting new consumers to experience the value of Nikon’s superior optics and engineering. This case study will illustrate a consumer-centric approach to creating time between Nikon and its target market, delivering a new approach to  discovering the craft of photography and the tools needed including points on: how consumer insights uncovered new opportunities, the long-term digital approach and plan, and measurements of success against the original challenge.

Presented by (to date): Darryl Gehly - Executive Vice President, Isobar North America

In late 2007, at the height of the nation’s credit crunch, E*TRADE was suffering from a crisis in customer confidence. As E*TRADE worked to strengthen its balance sheet, the company worked equally hard to reassure customers — leveraging a 360-degree communication campaign that led to the birth of the E*TRADE Baby and his evolution into a social media superstar. Today, E*TRADE has successfully recapitalized and boasts an all-time record number of customer accounts, continuing to gain more than 1,000 new accounts per day. In this presentation, E*TRADE will review the evolution of the cross media campaign that successfully retained its customers while continuing to attract new investors to the company.

Presented by:

Craig Shiffrin - Senior Manager, Marketing, E*TRADE FINANCIAL Corp.

As Senior Manager, Marketing, Craig Shiffrin helps manage and strategize E*TRADE’s online marketing campaigns — including the “Talking Baby” campaign.  During his tenure at E*TRADE, Craig has helped to grow the company’s online marketing efforts, leading E*TRADE to be consistently ranked as one of the top ten online ad spenders.  Prior to joining E*TRADE, Craig worked for OgilvyOne/mOne as a Media Planner and Supervisor on the Novartis and Ameritrade accounts.  Craig earned a BS in Financial Economics from Binghamton University.

Joseph Nunziante - Associate Media Director, Spark Communications

As an associate media director at Spark Communications, Joe Nunziante approaches media planning from an analytical perspective – always trying to account for human motivation and insights when it comes to deciding upon the most effective and most appropriate media touch-points for his clients’ brands. Joining the Spark team in 2005, Joe creates engaging media plans for clients E*TRADE, Suzuki, DePaul and T.G.I. Friday’s – using today’s emerging technology to increase his client’s brand awareness and moving consumers to action. Originally from Brooklyn, NY, Joe received his Bachelor of Science degree from Northwestern University.

To bring to life the benefit of Chili’s flavorful meals versus the mediocre food found at other places, Hill Holliday created a fictitious restaurant called P.J. Bland’s that served food that was so bland it didn’t just taste like cardboard - it was cardboard.   Hear how Hill Holliday created a fully integrated, provocative campaign that gave customers, across media channels and beyond, a reason to choose flavor over cardboard.  This case study will include a summary of how social media was used to activate a multi-channel campaign and to understand how a cross media approach is more than the sum of each individual part.

Presented by (to-date):  Mike Proulx – Vice President, Interactive Marketing, Hill Holliday

Mike Proulx leads Hill Holliday’s Interactive Marketing Strategy team and works across the agency’s client portfolio to build the case for digital solutions and help conceive marketing programs that cross digital channels, integrate with offline media, and push interactive innovation. Given this, Mike’s team is comprised of individuals who specialize in social media and emerging media with a constant eye towards 360 degree marketing integration. Before Hill Holliday, Mike was Vice-President of Social Media at Digital Influence Group and in 2000, Mike started-up and operated the Boston office of NYC-based Thoughtbubble Productions Mike holds a BA in Business Administration/Marketing from the University of New Hampshire and an MS in Computer Information Systems from the McCallum Graduate School of Business at Bentley College. He has a passionate interest in media convergence, cross-channel integration, and brand democratization and you can follow him on Twitter at www.twitter.com/McProulx or subscribe to his blog at http://www.mikeproulx.com/

Steve Bagdasarian - Interactive Marketing Strategit, Hill Holliday