Mark Hosbein and Sam Wehrs will discuss the objectives of the integrated marketing program designed to increase brand awareness and drive Discover Card consideration.

Discover sought to challenge the perceptions of the industry and communicate the idea that it’s a different kind of credit card company – one that values relationships and helps its card members get ahead everyday so they can have a brighter financial future. Discover’s overall marketing approach and companion digital strategy provided the opportunity to engage new, current and potential card members through a variety of innovative elements, including the use of content in its advertising mix. 
  
The panel will explore how Discover brought its integrated marketing plan to life across the entire marketing mix with a focus on integrated content, share their objectives for the marketplace, how the objectives translated those into the communications strategy and creative and give examples of specific content applications both on media and creative sides. Hosbein and Wehrs will also give a high level overview of tracking and measurement plans. The session will provide a first-hand look at the technologies today’s brand marketer should be considering when exploring advertising opportunities designed to monetize the explosion of content on the web.

Bios:

Mark Hosbein, SVP, Brand Management & Advertising, Discover Financial Services LLC
Sam Wehrs, Digital Activation Director, Starcom

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Presenter: Mark Hosbein, SVP, Brand Management & Advertising, Discover Financial Services LLC; Sam Wehrs, Digital Activation Director, Starcom

Format: Zipped PowerPoint