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360i Summit: Reimagine Marketing & Featured Marketer Case Studies

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This is the second post of our 360i Summit blog series on the themes and takeaways from the 2015 360i Marketing Leadership Summit. For a preview of the posts to follow, please view our teaser post, “The Top 10 Highlights from 360i’s Marketing Leadership Summit.”

At this year’s event, we explored how to “Reimagine (Almost) Everything,” and learned how some of the world’s leading marketers and media companies are navigating change and shaping the future of our industry as it moves from being TV-led to digitally led.

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For the Reimagine Marketing session, leading marketers from HBO, Nestlé and Pernod Ricard USA shared case studies and gave us insights into their formulas for success. Speakers touched on how to build the right formulas and understand brand objectives across paid, owned and earned channels to nail an idea at the core.

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1. Adjust Approaches to Grow with Audiences & Earn the Right to Create FOMO

Sabrina Caluori, SVP of Digital Media and Marketing at HBO, shared with us how HBO’s relationships with its fans are a part of its fundamental DNA, and how it is important for marketers to adjust their approaches to grow with their audiences. In the digital age, the value exchange is a two-way street, and Sabrina discussed how Game of Thrones broke out of the typical trajectory of TV marketing – and built authenticity and trust among its core audience to allow the show to reach audiences at scale.

Sabrina Caluori_HBO
2. Pivot & Build Credibility Among Consumers in a Shifting Landscape

By using real life content and storytelling, Brand Manager Chris Flora discussed how Lean Cuisine redefined its brand soul to reconnect with consumers. In a shifting and growing competitive landscape, it can be challenging for marketers to pivot and maintain credibility among consumers – so Nestlé took a step back to pinpoint how it could shift perception of the Lean Cuisine brand.

Chris Flora_Nestle
3. Create Emotional & Functional Relevance for Consumers

As consumer experiences transform and quickly change in today’s digital age, marketers need to adapt to the evolving landscape. Tim Murphy, VP of Digital and Media at Pernod Ricard USA, shared how marketers can take advantage of these newfound opportunities and create the right media mixes to build ecosystems that model digital consumer behaviors. He discussed how Jameson has been able to drive authenticity at scale and create emotional and functional relevance for its Jameson St. Patrick’s Day campaign by tapping into such opportunities.

Tim Murphy
Next, we’ll share Post III of our series: “360i Summit: The Science of Building Audiences with Twitter’s Deb Roy.” In case you missed it, be sure to read Post I: “360i Summit: Reimagine Behavior with Charles Duhigg.”