Breakfast & Sponsor Tabletops

9:00 - 9:30 am

"iPhone & Smartphone Applications"
Alan Schulman, President & Chief Creative Officer, U . D I G > The Digital Innovations Group
Branded iPhone applications are becoming must-haves for brands. Smartphone businesses with their own applications are exploding. Hear how brand marketers are leveraging iPhone and smartphone applications as powerful service and eCRM tools, how financial service companies can make the most of the opportunity, and how to deliver on a variety of brand objectives by leveraging mobile applications as part of your integrated marketing mix.

"Engagement Marketing – Building Sustainable Relationships by Embracing Marketing's Two-Way Street"
Doug Levy, CEO, imc²
In this climate, building stronger relationships with people is critically important. This presentation touches on the philosophical underpinnings of the emerging shift in marketing and explores the practical ways that brands can transform their approach to building relationships. He will review proprietary research that supports imc²'s Brand Sustainability Map, offering a fresh perspective on how financial services companies can build trust with and do something meaningful for their consumers while increasing revenue and profit.

"From 'Laissez-faire' to 'Doctrinaire:' Is Government Regulation Imminent?"
Alan Chapell, President, Chapell & Associates
Regardless of your political views, closer governmental scrutiny on all facets of business is clearly a part of the new administration. And the financial services and interactive marketing industries appear to be high priorities for regulation. How will some of the new rules impact behavioral marketing? How will mobile marketing be impacted? And in an era of unprecedented corporate bankruptcies, mergers, and other transactions, how is customer data impacted? This session will cover key legal issues that financial marketers need to be aware of when navigating the waters of interactive marketing.

"How Twitter Can Change Financial Marketing"
Denise Zimmerman, President & Chief Strategy Officer, NetPlus Marketing, Inc.
Many brands across different industries are successfully using Twitter to reach and engage with their customers in unprecedented ways. However, there are acknowledged risks and multiple points of potential failure. The financial services industry may be even more wary since we have challenges specific to our industry that create increased sensitivities and concerns in an open communication channel. Regardless, social media channels – specifically Twitter – provide unprecedented opportunities to re-create, re-invigorate, and develop new customer relations and perceptions, all the more relevant in today’s challenging economic climate.

In this session, Denise Zimmerman will answer looming questions like: How can financial institutions embrace Twitter? What are the lessons we can learn from brands successfully using Twitter? How can they be applied to the financial services industry? How can you best prepare to succeed and reduce your risk?

"Do Impactful Displays Drive Brand Purchase Intent Online?"
Riley McDonough, SVP & GM, Americas, Consumer Publishing, Thomson Reuters
Big brand ideas come alive with the new OPA online ad units. With the introduction of new online tools and the increasing popularity of the internet, marketers are incorporating more engaging and interactive elements into marketing messages and campaigns. Financial brands, which have traditionally capitalized on the internet to leverage direct response capabilities, are among the groups beginning to take advantage of the online space to promote their brands and are finding the measurement tools are especially sophisticated. And while the direct response nature of the internet allows us to count clicks, new creative opportunities online allow for powerful branding to take place directly on the page – where consumer's attention lies, and quantifiable brand purchase intent is achieved.

Join Riley McDonough to learn how to drive greater brand purchase intent results for your company.

"Integration of Paid & Non-Paid Channels"
Kevin Ryan, CMO, WebVisible
Paid and non-paid media (social, mobile, distribution) fall into the same bucket. But sometimes we must move money out of paid media in order to participate in the unpaid channels, and this can be a hard sell. How do you balance your reach and influence to make the best possible media plan, using paid and unpaid media to extend each other? Does your current unpaid strategy augment your paid strategy – and vice-versa? Learn how to use the latest interactive-specific strategies to cross pollinate your web 2.0 campaigns across all media.

"Media Buying in a Down Economy: Tips on Stretching Your Media Budget"
Tom Hespos, President, Underscore Marketing
With immense downward pressure on marketing budgets, especially in digital, media campaigns have to work harder and be more efficient. The upside is that digital media vendors are eager to rebuild their financial services business and are innovating in order to deliver the right people at a more attractive price. Additionally, increased competition in the media sales sector is leading to downward price pressure across the industry. In this session, you'll learn from the head of a media agency how to look outside "the usual suspects" to reach your targets in new ways, and improve your efficiencies by an order of magnitude. You’ll also learn about secrets publishers don’t want you to know when it comes to how ad inventory is bought and sold. In the end, you'll have beefed up your arsenal of buying and negotiating tactics and will know which levers to pull in order to get the most from your digital media plans.

"Data Pushers vs. Brand Marketers"
Anne Hunter, VP, Advertising Effectiveness Products, comScore, Inc.
The divide between targeting, traditional direct models, and brand marketing is approaching an inflection point where all mediums become measurable to sale, and all audiences are targeted based on who they are. Hear how brand marketers are using traditionally direct response tools to grow their business.

While targeting and measurement have become huge accelerators of digital marketing, how do brands respect their clients’ privacy and provide relevance? How do they measure and provide anonymity? How do they deliver target niche audiences and still move share? Today we will explore all of these questions and more.

In this session, comScore’s Anne Hunter will present an overview of the tools smart marketers are using to find their audience targets, and how they are truly measuring effectiveness across all their channels, online and off, to establish a balance between data and brand.

"Keeping in Touch with Customers in the Digital Age"
Problem Solvers:
Aimee Reker, SVP, Global Director of Search, MRM Worldwide
Vincent Sauvagnargues, SVP, Group Media Director, MediaVest USA
John Stone, President, Revenue Architects, LLC
Brand Marketers:
Jay Livingston, SVP, Global Marketing, Bank of America
Aimee Martin, VP of Marketing, Meridian Bank, N.A.
Matt Van Dalsem, Principal | Senior Marketing Manager, Media, Barclays Global Investors Services
It’s an axiom of Newtonian physics that for every action there’s an equal and opposite reaction, and that’s also true for marketing. In this Summit’s closing session, we’ll use a fictional case study to explore one of the real downsides of digital (yes, there can be downsides) as it applies to financial marketing, and see what digital can do to compensate.

So what’s the downside? As banks migrate their customers away from expensive but personal touch points, how can they keep customers engaged with their respective brands and branches? Banks save money as customers move online and out of the long line at the local branch, away from the salaried teller and to the indefatigable ATM that just needs electricity and a steady supply of envelopes and $20 bills. But the downside is losing human contact. After all, the ATM doesn’t remember that you just got married or ask after your ailing mother’s health – and if it did it would be spooky!

Our fictional case study: Premiere National Bank – with branches throughout the tri-state area – has spent millions of dollars building, marketing, and transitioning its customers to its competitive suite of digital services: online banking and bill pay, ATMs everywhere, email newsletters, even an iPhone app! Costs are down but customer churn has risen by nearly five percent year-over-year. Now the bank’s challenge is to get its customers to re-engage both with their local branches and also with the overall brand using the same or similar digital media that they’ve already spent time and money building.

We’ve asked three agencies to come up with proposals to help Premiere National Bank bond customers more closely to the brand, and to brand while also attracting new customers to open accounts with PNB. With representative senior marketers joining us on stage to evaluate and comment on the agency pitches, we’ll compare, contrast, and tease out how digital media can help with customer loyalty. Then, we’ll open the discussion to the room and hold a Town Hall on these and other pressing issues for financial marketers.