Panels (2010)
Authentic Engagement through Digital Media
Moderator
John Deighton, Harold M. Brierley Professor of Business Administration, Harvard Business School
Professor John Deighton is the Harold M. Brierley Professor of Business Administration at Harvard Business School. He is an authority on consumer behavior and marketing, including particularly direct and digital marketing. He is editor of the Journal of Consumer Research, a leading outlet for scholarly research on consumer behavior, and was the founding co-editor of the Journal of Interactive Marketing, which reports academic research on marketing and the Internet. He initiated and leads the HBS executive education program titled Taking Marketing Digital. He has served as course head of the first year MBA course in Marketing, and elective MBA courses in Business Marketing, Consumer Marketing Interactive Marketing. and Digital Marketing Strategy. He is a Trustee of the Marketing Science Institute, a board member of the Direct Marketing Education Foundation, and a Director of the Berkman Center for Internet and Society at Harvard University. He received the Greenhill Award for outstanding service to HBS, where has been on the faculty since 1994.
He has written cases on the use of social media in the Obama/Clinton primary campaign, on Dove's "Real Beauty" digital marketing initiative, on management styles and practices that accommodate to the shift in the music indistry from physical to digital product, on database marketing in Hilton Hotels' frequent guest program, on the birth of CVS.com, the history of Snapple, marketing practices in the French wine industry focused on Chateau Margaux, business marketing at Siebel Systems, the marketing methods of the novelist James Patterson, and the founding of USA Today Online. Most recently he has authored a series of cases on the processes by which viral videos are propagated on the Web.
He has published extensively on digital and database marketing tools and their transformative effect on business. Some of his Harvard Business Review articles on this topic include 'The Future of Interactive Marketing,' and 'Manage Marketing by the Customer Equity Test.' His academic research on marketing management and consumer behavior is published in the Journal of Consumer Research, the Journal of Marketing Research, theJournal of Marketing, Organizational Behavior and Human Decision Processes, and other scholarly journals. His research has received a number of commendations, including the "best article" award of the American Marketing Association for an article in the Journal of Marketing, and he was named "outstanding educator" by the Direct Marketing Education Foundation. He has been a visiting scholar at the University of Tokyo, Duke University's Fuqua School of Business, and the Judge School of Business at Cambridge University.
Prior to joining the Harvard Business School he was on the faculties of the University of Chicago, where he received the Hillel J. Einhorn award for excellence in teaching, and the Amos Tuck School, Dartmouth College. His Ph.D. is in marketing from the Wharton School, University of Pennsylvania. He has an undergraduate chemical engineering degree from the University of Natal and an MBA from the University of Cape Town. His applied research includes consulting with a number of U.S and international corporations.
Panelists
David Chang, Vice President of Product, Where, Inc.
David is a seasoned executive with a track record of success in mobile, media, and online search/advertising at venture-backed startups. He has over fifteen years of product, marketing, and technology experience at both direct-to-consumer and enterprise companies, five of which were acquired or IPO’d. On the consumer side, David was VP of Marketing and Co-founder of Mobicious, where he led product and marketing efforts. He was also Director of New Products at TripAdvisor, where he launched new features to meet consumers’ needs. On the enterprise side, David was Director of Product Marketing at m-Qube, a pioneer in the mobile content space. Earlier in his career, he held senior roles at edocs and Goldman Sachs. David holds a BS with Distinction in Computer Science from Cornell University and an MBA from Harvard Business School.
Jeff Flemings, Senior Vice President, Starcom Mediavest Group
After a few years in management consulting I spent a decade in account planning at Arnold Worldwide (in 2 stints, bookending HBS). Post HBS I created and led account planning globally at Digitas, the largest interactive agency in the Publicis network, while helping Digitas become a leading agency for the digital age. There I co-developed the Digitas Active Branding approach to driving ideation and created pioneering insight tools and techniques around media and brands.
I was on the launch team for Publicis Groupe digital and media holding company, VivaKi, which incorporates Starcom Mediavest, Zenith Optimedia, Digitas, Razorfish and Denuo. As part of the VivaKi Nerve Center (VNC) - a group of analytics, media, and strategy gurus who help our agencies use new technologies to develop innovative marketing platforms for clients - I developed a framework to help client teams understand and apply social media to brand campaigns, created relationships with key industry partners our agencies can harness to deliver results with social, and connected partners to agency teams to drive client results with social.
I am now part of Starcom Mediavest Group (SMG), Publicis Groupe's largest agency and the world's largest media agency. For SMG I lead social globally, helping client teams understand and adopt social media tools and techniques and helping the company develop and monetize social media product offerings. I am also one of the leaders of the company's effort to transform into a provider of uplifting and meaningful human experiences that help clients grow. I have helped develop the "products" that will be provided on the agency’s new platform as well as proprietary research and tools for use by SMG's 100+ person global strategist network.
I am a Phi Beta Kappa graduate of Amherst College (history major) and I live in Boston.
Aseem Puri, Regional Brand Manager, Unilever
Aseem Puri is the Regional Brand Manager developing new products and innovation for Unilever’s Laundry category for South East Asia. A three time winner of the chairman’s award for marketing, he has won many external awards for the communication work he has lead. A published author with 2 economics text books, multiple columns on marketing, investing and career planning, he is currently working on developing a new marketing curriculum titled “Marketing as Simple as ABC” for business schools in Asia. He is currently teaching marketing as a guest speaker at NUS and SMU in Singapore among other leading colleges in South East Asia. Winner of the Leaders in Making award by the Indian Institute of Management, Lucknow, he was chosen as one of the 24 emerging young leaders for India by India’s leading English daily, the Times of India. Aseem is currently working on a model to measure human potential & happiness which he wants to convert into his next book.
Mike Volpe, Vice President of Inbound Marketing, HubSpot
Mike Volpe is VP of Inbound Marketing at HubSpot, a marketing software company, where he leads the company's lead generation and branding strategy through inbound marketing, including blogging, search engine optimization, video marketing, and social media. Since Mike joined HubSpot, the company has grown from 10 to 3,000 customers, from 5 to 170 employees, and raised $33 million of venture capital. Under Mike's leadership, HubSpot's marketing has won more than 30 awards and been featured in over 20 marketing and business books. Mike is a cutting-edge B2B inbound marketer who speaks at numerous conferences, hosts a weekly live marketing video podcast called HubSpot TV, is one of the 100 most popular marketers on Twitter, and blogs frequently. Mike holds an MBA from MIT Sloan and a BA from Bowdoin College and appears frequently as a marketing speaker.
Creating Emotional Connections
Panelists
Shane Benson, Field Marketing Manager, Chick-fil-A
Shane Benson has served for five years as the Field Marketing Manager for Chick-fil-A. His team supports over 1500 franchisees and their efforts to build the business and the brand of Chick-fil-A. Shane grew up in the Chick-fil-A system, first as a team member, transitioning some years later as on owner of a Chick-fil-A franchise in Charlotte, NC. After 13 years as a franchisee Shane transitioned to his current role in an effort to bring his experiences of engaging customers and the community to the corporate offices of Chick-fil-A in Atlanta. Shane's passions include coaching growth minded entrepreneurs and developing leaders. Shane has been married to Gina for 19 years and they have four children: Joseph 17, Aaron 15, Jacob 12, and AnnaMarie 10. Shane’s pastimes include triathlons, running and anything outdoors, including watching all four of his kids play lots of soccer.
Bethany Poole, Senior Marketing Manager, Creative Lab, Google
Bethany Poole is a Senior Marketing Manager at Google’s Creative Lab. Google’s Creative Lab is a small team that strives to rethink marketing across every kind of media with the end goal of 'reminding the world what it is that they love about Google.' Over the last year, this team has created many of Google’s big branding moments, including Chrome Fast, Google’s Super Bowl ad, and the Arcade Fire Chrome Experiment. Bethany oversees a team of marketing managers who develop and lead these campaigns in collaboration with Google marketing and external agencies. Prior to the Creative Lab, Bethany spent several years in the publishing industry, dividing her experience between New Media and Sales at Random House, Inc, before joining Google to oversee its product marketing for Google Books, Scholar, and Images. Bethany holds an M.B.A. from Stanford Graduate School of Business and a B.A. with distinction from the University of Virginia.
Adrienne Lofton Shaw, Senior Brand Marketing Director, Under Armour
As Senior Marketing Director, Adrienne Lofton Shaw is responsible for developing and leading the Women’s Brand Strategy for Under Armour.
Her role includes overseeing all marketing and brand strategy elements including product and consumer positioning, advertising, product integration, Women’s specific public relations, events and sponsorship initiatives. Adrienne and the Women’s team serve as the compass for the Women’s side of the business with the primary goal of ensuring authenticity in all aspects of the brand, and constantly seeking innovative ways to tell the Under Armour story to millions of female athletes all over the world.
Prior to her current position Mrs. Lofton Shaw spent three years in Marketing Planning at Target Corporation in Minneapolis MN, where she primarily responsible for the management of cross-category campaigns, Iconic Red & White Branding, as well as Target’s Multi-Cultural initiatives across the African-American business.
Mrs. Lofton Shaw also has extensive cross industry marketing experience both client and agency side including tenures with General Motors Planworks (a subsidiary of Starcom MediaVest), where she was responsible for building and rolling out the Multicultural strategy and communication planning for the complete portfolio of General Motors brands; and Gap Inc. in San Francisco CA, where Mrs. Lofton Shaw began her marketing career gaining extensive experience in both Media Planning and Brand Management working on Gap Brand’s international portfolio including Gap Japan and Europe.
Mrs. Lofton Shaw is originally from Houston Texas, and earned her B.A. from Howard University in 1999 where she concentrated in Marketing and was a Division I Scholarship athlete.
Creating Strong Brand Loyalty on a Limited Budget
Moderator
Thales S. Teixeira, Assistant Professor of Business Administration, Harvard Business School
Thales Teixeira is an assistant professor in the Marketing Unit. He holds a Ph.D. in marketing from the University of Michigan. He earned a bachelor’s degree in business administration and master’s degree in statistics at the University of São Paulo, Brazil. Before joining HBS, Professor Teixeira was an independent quantitative marketing consultant to technology and financial services companies, among them Microsoft, HP, and Prudential.
His research domain comprises advertising and the economics of attention, particularly within TV and Internet videos. With developments in information technology and telecom, videos – both commercial and noncommercial – will become pervasive in many activities of daily life. Discovering how to communicate effectively through videos will therefore become increasingly important over time.
Professor Teixeira is also a proponent of using eye- and “facial expressions”-tracking technologies to engineer the design of video communications moment-to-moment in order to attract and retain viewer attention. Among his most recent findings, forthcoming in Marketing Science, is the optimality of what he terms brand pulsing (brief and frequent insertions of the brand logo on-screen) in TV commercials as a means to minimize ad skipping.
Panelists
Janelle James, Vice President, Account Director, Leo Burnett Worldwide
Janelle James is a Vice President, Account Director at Leo Burnett Worldwide, an advertising agency with 95 offices in 86 countries and over 8,000 employees. She currently serves as Account Director on the Procter & Gamble Always business in North America helping to drive the vision for how the agency services this client; leading the holistic brand building & communications process for Always initiatives; and managing, integrating, and coordinating all partner agency work.
Directly prior to this role, Janelle was the Director of Global Marketing Innovation at Burnett. Working alongside the Global CMO, she was tasked with improving new business development practices and marketing the Leo Burnett brand. Her efforts mainly focused on leading global prospecting efforts in key industries and creating tools to improve business development processes. Some of her notable achievements in this role included facilitating 10+ telecoms wins in the sector in 2009 and creating the agency’s first industry summit to connect managers from across the globe and allow them to collaborate, share, and learn around a specific industry.
Janelle started her career at Burnett as an Account Management summer intern in 1999 and since then has worked for the agency in four cities and two countries. She was the youngest expatriate at Burnett and left the US to work in Europe at age 23 spending almost 4 years of her Burnett career working in the Milan, Italy office. Her client assignments have included McDonald’s USA, McDonald’s Italy, P&G Feminine Care in EMEA, Samsung Global, and now P&G Always in North America.
Janelle is a native of Brooklyn, NY, and has a B.A. from Harvard College and an MBA from Harvard Business School. She spends a great deal of her free time mentoring students and recent graduates about the advertising industry.
Andrew Robinson, Director, Gilbarco Veeder-Root, Danaher
Andrew Robinson is currently the Director of Point-of-Sale for the Gilbarco Veeder-Root group within Danaher. He joined Gilbarco in 2003 as a Service Product Manager, and also recently served as Director of Global Payment Market Development. Andrew attained his MBA from Harvard Business School in 2003, and also holds a Masters degree in engineering from Purdue University.
Jeffrey S. Rubenstein, Vice President and Chief Marketing Officer, Vita Coco
Jeffrey S. Rubenstein is Vice President and Chief Marketing Officer at Vita Coco, the passionate, fun-loving, Brazilian coconut water brand. Appointed to the role in late 2009, Mr. Rubenstein leads the team responsible for all marketing strategy, advertising, and corporate communications activities for the brand, both domestically and internationally. Among a host of achievements during his short tenure with the Company, Mr. Rubenstein successfully orchestrated a multi-million dollar investment from a group of healthy celebrities including Madonna, Matthew McConaughey, and Demi Moore. The investment quickly became a well documented private equity and consumer marketing case study and has been a driving force behind Vita Coco’s nearly 300% revenue growth in 2010.
Prior to Vita Coco, Mr. Rubenstein was Group Director of Marketing at Strategic Group, a pop culture consultancy that connects Fortune 500 companies to the mindsets of young adults. Mr. Rubenstein was the lead agency executive responsible for developing consumer marketing and business strategies for corporate, entertainment, and property clients including Coca-Cola, Qualcomm, Nike, and Polo Ralph Lauren.
Mr. Rubenstein began his career in Brand Management at The Coca-Cola Company, where he was first responsible for leading consumer marketing efforts for sports and energy beverages, including Full Throttle Energy Drink and POWERade, and later managing the globalization of key beverage innovations. During this time, Mr. Rubenstein worked domestically and with over 20 international offices to author consumer marketing strategies for Coca-Cola’s global partners. In 2002, Mr. Rubenstein’s work on the POWERade advertising campaign earned the highest score ever recorded in Millward Brown’s non-carbonated beverage database and ultimately won the Gold Effie for Advertising Effectiveness.
Beyond his professional commitments, Mr. Rubenstein devotes a portion of his time and energy to civic and industry affairs and serves as the Executive Producer of the internationally recognized high goal polo tournaments at the Bridgehampton Polo Club in Bridgehampton, New York and the Greenwich Polo Club in Greenwich, Connecticut.
He is a graduate of the Warrington College of Business at the University of Florida and currently lives in New York City.
Charles Storey, Senior Vice President, Marketing, Harpoon Brewery
Charlie Storey currently serves as Senior Vice President Marketing at Harpoon Brewery. Storey joined the Harpoon Brewery in 1996. Storey is a 1982 graduate of Harvard College, and received an MBA from Harvard Business School in 1989. From 1989 to 1996, Storey worked for the FMC Corporation, a Chicago-based Fortune 500 industrial conglomerate. While at FMC, he held multiple functional responsibilities with assignments in Philadelphia, Mexico, and Texas. A native of Essex, MA, Storey currently lives in Essex with his wife and their two children.
Daniel Wallace, Co-Founder, Hungry Fish Media
Daniel Wallace co-founded Hungry Fish Media in February 2009. Hungry Fish Media is an innovative digital direct response company that builds proprietary health & beauty brands through online marketing campaigns and leveraging wholesale distribution partnerships.
As Partner, Daniel leads online marketing efforts for all Hungry Fish brand and product campaigns including digital advertising planning and strategic advertising partnerships. Daniel is responsible for catalyzing Hungry Fish brands through effective direct engagement with consumers online to drive sales and build brand equity. Daniel’s digital marketing expertise was instrumental in the development of Hungry Fish’s rigorous, analytics-driven advertising methodologies that utilize proprietary technologies and tools in order to optimize marketing strategies and maximize results. Under Daniel’s leadership, Hungry Fish’s proprietary sports nutrition brand, Force Factor, was successfully scaled through a digital direct response campaign, growing to become an established, award-winning brand sold to hundreds of thousands of customers nation-wide. Hungry Fish recently launched a second brand of daily nutritional products called Peak Life, and aims to launchfour additional brand or product campaigns this year.
Prior to founding Hungry Fish Media, Daniel began his career in digital media advertising by founding Kairos New Media, Inc., a digital performance marketing firm based in Cambridge, Mass. Kairos New Media specialized in media buying and social media advertising for health and beauty clients, using intelligent optimization strategies to deliver cost per acquisition based advertising results.
Daniel also serves on the Board of Direct Digital, LLC. Direct Digital was founded in October 2009 to build brands in the health & nutrition space through digital advertising campaigns. Direct Digital’s flagship product, Instaflex, has quickly become a leading joint health supplement brand.
Daniel holds a degree in English and American Literature and Language from Harvard College. Daniel is based in the Hungry Fish Media headquarters in Cambridge, Massachusetts.
Marcus Wilson, Chief Marketing Officer, IdeaPaint and Managing Director, Breakaway Ventures
Marcus brings over 10 years of consumer experience and business development to Breakaway Ventures as Managing Director. For the past two years, Marcus has been the acting CMO of portfolio company IdeaPaint. IdeaPaint is a manufacturer of innovative products and services to enable enlightened and creative thinking in any environment. The company’s flagship product is IdeaPaint, a commercial grade paint that transforms any smooth surface into a seamless, high-performance dry-erase writing surface.
His expertise and experience are in the fields of marketing, strategy, business development, consumer insights and market research. Prior to joining Breakaway, Marcus was most recently the Head of Brand Strategy for the Reebok brand. While at Reebok, Marcus also played critical roles in product marketing and process development. Prior to Reebok, Marcus held important product marketing and business development roles at Bose and Stone & Webster.
Marcus graduated from Cornell University where he studied Mechanical Engineering and was a member of the varsity track team. He then went on to receive his MBA from the MIT Sloan School of Management.
Cause Marketing: Making Your Brand Stand for Something More
Moderator
Michael I. Norton, Associate Professor of Business Administration, Harvard Business School
Michael I. Norton is an Associate Professor of Business Administration in the Marketing Unit at the Harvard Business School. He holds a B.A. in Psychology and English from Williams College and a Ph.D. in Psychology from Princeton University. Prior to joining HBS, Professor Norton was a Fellow at the MIT Media Lab and MIT’s Sloan School of Management.
His work has been published in a number of leading academic journals, including Science, theJournal of Personality and Social Psychology, Psychological Science, and the Annual Review of Psychology, and has been covered in media outlets such as the Economist, the Financial Times, the New York Times, the Wall Street Journal, and the Washington Post. His research has twice been featured in the New York Times MagazineYear in Ideas issue, in 2007 (Ambiguity Promotes Liking) and 2009 (The Counterfeit Self). His "The IKEA Effect: When Labor Leads to Love" was featured in Harvard Business Review's Breakthrough Ideas for 2009.
At HBS, he teaches a second-year MBA course, The Art of Marketing Science, and in the Strategic Marketing Management executive program.
Panelists
Anne Doyle, Brand Manager of Global Sustainability, Procter & Gamble
Anne has worked at P&G for the past 5 years. She began in Marketing as an Assistant Brand Manager on the Herbal Essences brand in North America. In that role she helped to re-launch the brand behind entirely new equity, packaging and formulas. Anne’s second assignment was on the Pantene North America business, where she led the launch of the Beautiful Length’s line extension, led the Pantene Beautiful Lengths cause marketing program, and ran Pantene’s African American business.
In Anne’s current role as the Brand Manager of Global Sustainability, she has responsibility for global external sustainability communications, employee engagement, and marketing behind P&G’s cause programs, Live, Learn and Thrive and P&G Children’s Safe Drinking Water. Recently, Anne led the global communications for P&G’s new environmental sustainability vision and 2020 goals.
Outside of work, Anne is active in community service. She also loves travel, pottery and yoga.
Sarah E. Endline, Founder and Chief Executive Officer, sweetriot
Sarah E. Endline grew up in a small town in Michigan with an annual CornFest, tractor rides, and large country ditches just a quarter of a mile from her grandparents’ farm.
Today, Sarah is creating sweetriot, an activist candy company, which is creating a sweet movement to fix the world. sweetriot has started by sourcing cacao directly in Latin America, using recyclable, reusable packaging which features emerging artists, and only using all-natural, healthy ingredients for our dark chocolate 'peaces.'
sweetriot’s products are sold in over 1,700 stores including Whole Foods, Zingerman's, Wegmans, Vitamin Shoppe and Virgin America. It also owns the title of being the very first food product ever sold at the Museum of Modern Art (MoMA) Design Store. Sarah’s entrepreneurial work has been covered by The NY Times, The Today Show, Forbes, Newsweek, Business Week, Gourmet Magazine, and more.
Before founding sweetriot, Sarah launched products, created brands, and shared her energy at places like Yahoo!, Microsoft, the World Bank, AIESEC, and The National Foundation for Teaching Entrepreneurship (NFTE). Sarah has been an active member of many non-profit boards including NFTE, Harvard, The University of Michigan, and AIESEC. She is also a proud winner of the “Make Mine a Million” competition, member of EO and Net Impact, and sits on Faith Popcorn’s “Brain Reserve” think tank team.
Sarah has an MBA from Harvard Business School and a Bachelors from The University of Michigan.
Tim Fogarty, Chief Strategy Officer, Organic Spread Media
Tim Fogarty is a passionate maker and distiller of ideas, seeking to understand and improve the world around him.
As Chief Strategy Officer for Organic Spread Media, a global provider of social Media, Tim has spearheaded product and campaign strategies as well as business development, partnering with Publicis Groupe’s Digitas, IPG’s Initiative, MDC Partners’ Attention PR and Relevent Event Group, VSS’ Brand Connections, and many others. OSM has grown from a simple idea to 35 people across the globe in just over a year!
Prior to joining Organic Spread in late 2009 to spearhead strategy and outreach, Tim was at Mindshare Chicago, spearheading digital and emerging communications planning and media investments for brands like Motorola, Wrigley’s 5 Gum, Orbit and Altoids, Unilever’s Axe, and Clear WiMAX.
Tim keeps his mind fresh with interests ranging from home recording to US history in the Gilded Age to his classic Mercedes roadster. He holds a dual Bachelor’s degree in Management & Technology and Science, Technology & Society from Rensselaer Polytechnic Institute and currently lives in Brooklyn.
Jaime Mahoney, Brand Manager, Pepsi Refresh Project, Pepsi-Cola North America
Jaime Mahoney has worked in consumer product marketing for more than a decade. Most recently, she has been managing the Pepsi Refresh Project, a $20Million Grant program dedicated to funding ideas which move the world forward. In addition to the Refresh Project, Jaime manages TM Pepsi’s overall marketing platform and its multicultural initiatives. In her previous role, she worked on Mountain Dew's Action Sports business, developing unique TV content for NBC, MTV and Fuel TV. Prior to PepsiCo, Jaime worked at Unilever HPC in both Trade Marketing and Sales. She received her MBA at MIT Sloan School of Management and BS at Babson College.