Argyle Executive Forum

Agenda:

8:00am – 9:00am

Breakfast

9:00am – 9:05am

Argyle Executive Forum Opening Remarks

9:05am – 9:15am

Chief Content Officer Opening Remarks

Tom O'Toole
Principal
O’Toole Associates, Inc.

9:15am – 9:45am

"Brand Revitalization: A Kodak Case Study"

Jeffrey W. Hayzlett
Chief Marketing Officer
Eastman Kodak Company

Session topics include, but are not limited to:

Changing the public’s perception of a company’s image
Making the transition into a digital imaging leader
Consumer engagement through social media– consumers as brand ambassadors

9:50am – 10:20am

"Marketing Leadership in the Global Economy"

Atul Vohra
Vice President, Marketing, Dell Services
and
Former Chief Marketing Officer, Perot Systems Corporation

Session topics include, but are not limited to:

Consumer mentality: driving growth by understanding new consumer insights globally
Marketing spend: is the current economy the right time to increase focus on the bottom-of the economic pyramid?
What are the key lessons learned and how are they shaping future marketing plans?

10:25am – 10:40am

Thought Leadership Spotlight
presented by ExactTarget

"Email Plus: The Medium Is the Message"

Jeff Rohrs
Vice President, Marketing
ExactTarget

Session Description:

To succeed in today’s hyper-social, subscriber-centric landscape, you must maximize the value of every touchpoint. In this session, we’ll explore how leading companies are amplifying the unique strengths of Email through integration with Analytics, CRM, Social Media & Mobile Marketing to increase ROI and build mutually beneficial customer relationships.

10:40am – 11:10am

Coffee Break

11:10am – 11:50am

Panel Discussion
presented by infoGROUP

“How to Make Sense of Social Media Noise – Listening, Learning and Leveraging Information from Social Media Networks”

Session topics include, but are not limited to:

How to effectively listen to and make sense of the information and discussions on social networking sites?
Has too great an emphasis been placed on social media? Are companies suffering by concentrating too much of their marketing spend on social media?
How to determine what information to utilize, what to ignore and how to implement it into the marketing mix. How big of a role does social media play in market testing?

Moderator:
Linda G. Shea
Senior Vice President & Global Managing Director, Customer Strategies
Opinion Research Corporation

Panelists:
Jeffrey Ajluni
Director of Marketing & Business Development
Tampa Bay Buccaneers

Matt Goddard
Co-Founder and Chief Executive Officer
R2integrated

Mike Hilts
President & General Manager
Yesmail

William H. Lunderman
Vice President, Global Strategic Brand Design
Colgate-Palmolive Company

Bev Thorne
Chief Marketing Officer
Century 21 Real Estate LLC

11:55am – 12:25pm

“Marketing for the Generations: A Look at Boomers, Gen Xers and Millenials”

Allison Cerra
Chief Marketing Officer Americas Region
Alcatel-Lucent

Session topics include, but are not limited to:

Generational Differences: Understanding how differences between these groups influence their choice as consumers
New marketing methods that can be utilized to reach different audiences
The changing marketing landscape: How are today's marketing vehicles changing to reflect the emerging habits of tomorrow's buyer?

*This session is off the record.

12:30pm – 1:00pm

"Insights into the Developmental Process: A Case Study of Assurant’s Marketing from Idea Generation to In-Market Testing"

Mark Bohen
Senior Vice President Marketing
Assurant, Inc.

Session topics include, but are not limited to:

The impact of the creation and implementation of Assurant’s online community– used to gauge consumer’s attitudes about the overall company and products
The influence of social media techniques and how they are used to shape marketing campaigns during the incubation process

*This session is off the record.

1:00pm – 2:00pm

Lunch

2:00pm – 2:40pm

Panel Discussion

"Best Practices in Market Segmentation"

Session topics include, but are not limited to:

How do you define your consumers? Knowing their demographics, psychographics and behavioral trends
Leveraging analytics to understand performance indicators
Driving change/achieving consistency in marketing messaging across multiple campaigns and platforms

Moderator:

Burt Helm
Marketing Editor
Bloomberg BusinessWeek

Panelists:

Michael Capiraso
Principal, Michael Capiraso Consulting
and
Former Chief Marketing Officer, Cole Haan (Nike Inc.)

Mark Dye
Senior Vice President, Sales & Business Development
Bizo, Inc.

Eden Goldberg
Vice President, Marketing & Business Development
InMotion Entertainment

Dan Marks
Chief Marketing Officer
First Tennessee Bank

2:45pm – 3:00pm

Thought Leadership Spotlight

presented by Autonomy

"CMOs as Business Accelerators"

Andrew Jenks
CEO of Autonomy Optimost
Autonomy

Session Description:

Thanks to the internet and new media, more information about customers, prospects and market trends is available than ever before. And, now, advanced technology empowers marketers to understand what matters in – and automatically take optimal marketing action on -- the torrent of information pouring in from social media, web interactions and other customer touchpoints. Leveraging these new capabilities positions CMOs to the business accelerators steering their organizations from recession to growth.

3:05pm - 3:35pm

"Leveraging Multiple Channels of Communication: Utilizing Cross-Media Aspects within an Integrated Marketing Campaign"

Christa Carone
Chief Marketing Officer & Vice President Marketing & Communications
Xerox Corporation

Interviewed by:
Melanie Wells
Executive Editor, Forbes Media and Editor, Forbes.com CMO Network
Forbes Media

Session topics include, but are not limited to:

How best to leverage PR as part of an integrated marketing campaign
The benefits and dangers of the corporate brand being used as a part of every day social lexicon
Rising above the noise– how multiple media impressions distinguish a brand from its competitors

3:35pm - 4:05pm

Coffee Break

4:05pm - 4:35pm

"Successfully Integrating Social Media into the Overall Marketing Mix"

Nigel Dessau
Senior Vice President & Chief Marketing Officer
AMD

Session topics include, but are not limited to:

Integration of social media in to the overall marketing mix– successful strategies and pitfalls to avoid
Creating a balance in the marketing mix—avoiding a heavy reliance on any one medium
Top Five social media takeaways

4:40pm - 5:10pm

"Shifting the Consumer Perception: The Economy’s Impact on Capital One Bank"

Peter Horst
Chief Marketing Officer
Capital One Bank

Session topics include, but are not limited to: