Creating brand demand requires more than smart positioning, attention-getting ads, high consumer awareness or promotional incentives. Advertising needs to engage customers and prospects to build co-ownership of a brand. Get beyond the old reach + frequency way of thinking. Learn about Hakuhodo’s efforts to define content, or the message, as most important in driving engagement.
Hear the latest news from the ARF’s industry-wide study.
MODERATOR: Ray Pettit – Engagement Research Director, The ARF
SPEAKERS:
Don Schultz – Professor (Emeritus-in-Service), The Medill School, Northwestern University & President, Agora Inc.
Amane Kawana – Deputy General Manager & Senior Strategic Planning Director, Hakuhodo Inc.
Masaki Hatano – Exective Manager, R&D Division, Hakuhodo Inc.
Greg Whiteman – Manager Market Research, USPS
La Ganjam – Manager, Consumer Insights, Global Marketing Strategy, ConAgra Foods
