Spring '12 Brand

February 5-8, 2012 | Bonita Springs, Florida

Summit Articles

How American Express saw amazing returns by giving back

American Express' OPEN Forum is arguably one of digital's best success stories. Here's how the company used its online community to galvanize politicians, invigorate brands, and change consumer behavior.

The biggest social media opportunity your brand is missing

Brands should be excited about social media's potential for brand discovery, not just brand loyalty. Here's how to shift your strategy.

How Dockers used the Super Bowl to launch a khaki revolution

Twenty years after its launch, Dockers embarked on a mission to reclaim its masculine image from the dorky office worker uniform that it had become. Find out how this brand revamped itself and became a digital winner in one fell swoop.

A marketer's guide to agency-client relations

To become an agency of the future, marketers must retrace the past. Here are key insights into the agency-client relationship and some tips to ensure success.

Downloadable Presentations

Opening Keynote: American Express Takes its Iconic Brand Digital, Local and Grass Roots with OPEN Forum

Join Scott Roen and hear American Express OPEN's continued journey of discovery to find new ways of helping Small Businesses through a variety of digital media channels.

Insight Address: Budweiser Tackles a New Approach to Content

Erin Matts, Global Director of Digital Connections at Anheuser-Busch InBev will share tactics on how they tackle sports marketing.

Keynote Address: The Dockers Khaki Pant Revival: It's Entirely Digitial

Jen Sey will share how Dockers has turned their marketing approach upside down in the last two years prioritizing all aspects of digital - ecommerce, traditional digital and social - to continue to tackle the challenge of taking back this brands' iconic status.

Case Study: How Kellogg's Brands Work Their Digital Strategies

Through case studies, Aaron Fetters and Jeff Smith will show why, at a campaign level Kellogg brands need to drive optimization decisions in near real-time and explain how publishers can get more of Kellogg's media budget by helping attract more of its consumers' media time.

Case Study: Using Technology to Win More Sales in a Holiday Season

Learn how algorithms and other technology helped Sears target their shoppers in a competitive black Friday environment. With all the three-letter acronyms and new technologies popping up every day, Ian Gomar will talk about what was important to Sears in building a strategy that achieved reach, scale, and profitability while maintaining brand safety.

Case Study: DoubleTree by Hilton Cookie CAREavan Tour- Social Media Campaign

In celebration of the 25th Anniversary of the hotelier's signature chocolate chip cookie, DoubleTree by Hilton launched the nationwide "Cookie CAREavan Tour," a mobile food truck campaign in May 2011, that completed a 15,000-mile, 50-city tour that shared more than 265,000 of their legendary chocolate chip cookies. The nationwide tour was driven by a multi-platform social media campaign that included Twitter, TopGuest, Foursquare, YouTube and Facebook, which served as the hub for all tour related content.

Case Study: Rebranding: The Financial Rock, Prudential, in Uncertain Financial Times

Niharika Shah will discuss how, at a time when an uncertain financial world was looking for smarter solutions, Prudential adopted core behaviors of dynamic brands to force reappraisal and communicate the vibrant, innovative company Prudential is today.

Blog Posts

How Dockers got its manhood back

Until the brand hit a dry point in the early 2000s, Dockers had been on a pretty regimented brand journey that thrived under the banner of "Men in Pants." The brand fostered...

Brand as facilitator: American Express and Budweiser

The iMedia team has been talking with some very smart marketers in the interview studio. Topics include new digital strategies for marketing toys and fitness products, interesting advancements in video...

What really happens in the iMedia interview studio

The iMedia Brand Summit kicked off this morning with presentations from iconic brands American Express and Anheuser-Busch. In support of small business owners and the power they yield in the financial services industry...