The Conference Board uses cookies to improve our website, enhance your experience, and deliver relevant messages and offers about our products. Detailed information on the use of cookies on this site is provided in our cookie policy. For more information on how The Conference Board collects and uses personal data, please visit our privacy policy. By continuing to use this Site or by clicking "OK", you consent to the use of cookies. 

Mass-targeted Ads -or- Micro-targeted Direct Messages?



23 May, 2019 | (01 hr)

Sign In to access this Webcast

Sign In

What should be your brand strategy in driving awareness, consideration, and trial? Do you wonder which is more effective: mass marketing or micro-targeted communications?

Join The Conference Board as we launch the first program in our series, “Battle of the Marketing Minds.” During this inaugural program, world-renown marketing professionals, who are proponents of what seem like opposing strategies, face off with one another. You can join this interactive webcast, ask questions and come to your own conclusions.

As an opening to this series, Les Binet and Peter Field, co-authors of Marketing in the Era of Accountability and Media in Focus: Marketing Effectiveness in the Digital Era, will provide strong evidence in support of mass-targeted, but well-executed, ad campaigns to drive effectiveness. On the other side of the desk will be Mark DiMassimo, CEO and founder of DiMassimo Goldstein, who will emphasize significant wins for his clients using a vastly different marketing approach focused on direct, one-on-one communications to change consumer behaviors.

The debate will be moderated by JP Kuehlwein, a veteran practitioner, noted expert, teacher and author in the area of brand strategy development and elevation, and marketing execution.

Who Should Attend: Anyone involved with marketing and communications, brand building, business strategy, and customer engagement 

Speakers

Les Binet

Les Binet
Head of Effectiveness
Adam & Eve DDB

Les Binet is currently Head of Effectiveness at adam&eve DDB, and runs DDB Matrix, the network’s econometrics consultancy.

Over the years, Les has worked for a wide range of blue chip clients, including AXA, Barclaycard, Heinz, Nestlé, Phillips, Unil...Full Bio

Mark DiMassimo

Mark DiMassimo
Chief Executive Officer
DiMassimo Goldstein

After a career as a young entrepreneur and musician, Mark DiMassimo began his second career at twenty-five years old in the direct marketing division of BBDO. There Mark apprenticed to the Direct Marketing author, Ed Nash, and soaked in the atmosphere at a time when direct marketers were entrepre...Full Bio

Peter Field

Peter Field
Independent Marketing and Advertising Professional

Peter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years.

Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts and his pioneering work on the link betw...Full Bio

JP Kuehlwein

JP Kuehlwein (Moderator)
Marketing Institute Leader
The Conference Board
Communications Institute Co-Leader
The Conference Board

JP Kuehlwein is the co-founder of ‘Ueber-Brands’ a firm that helps owners elevate their brands to make them peerless, priceless and profitable.  He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon- and retail hai...Full Bio

Share
  • LINKEDIN
  • EMAIL
  • TWITTER
  • FACEBOOK
Share

Registration and Pricing
Complimentary: Sign in or create an account to receive it.
Webcast Information

Webcast Help

Frequently Asked Questions

Customer Service

Flash Information

To view our webcasts Flash Player 9.0.28 and above is required.

Detect My Version

Upgrade Flash Player