The Wharton Future of Advertising Program/Forbes CMO Network Roundtable, “Advertising 2020: Implications for the CMO,” was held in Philadelphia on Wednesday, June 26 and Thursday, June 27, 2013. On June 27, we partnered with Cisco to connect via telepresence with CMOs in San Jose, CA. Jerry Wind, the Lauder Professor of Marketing at the Wharton School presented WFOA’s ten guideposts […]
Partnering with Google’s Fast.Forward Channel on YouTube, WFoA helped launch a collection of short interviews with 292 leading industry experts and academic thought leaders to offer their perspectives on the evolving world of marketing. With the goal of connecting marketers with innovative ideas, as well as other marketers, the video explores a range of hot topics on the future of marketing, such as the role of social media, defining the “branded environment,” and the importance of experimentation and innovation. Data from the interviews was then analyzed into a formal report by Immediacy Mobile Learning.
Click here to view video.
In collaboration with the Wharton Customer Analytics Initiative, ten research grants were awarded on new measurement methodologies. The results were discussed at a conference in Philadelphia on May 16, 2013.
Click here to view WFoA’s write-up of the event.
WFoA collaborated with Google in April 2012 to launch the Wharton Knowledge in Action series, featuring Wharton professors and industry experts for quarterly live Google+ hangouts on key topics for practitioners.
The inaugural article for this series by Jerry Wind, Orchestration as the New Managerial Model in the Digital Age, reflects the concepts and insights shared and debated during our Wharton Future of Advertising October 2011 Roundtable: Emerging Orchestrators and New Business and Revenue Models.
Objective: To provide a qualified filter for the world’s CMOs and those who support them about where technologies affecting advertising and marketing are headed, what they need to pay attention to, and how best to leverage the new tools at their disposal. The Steering Committee provides direction and assistance in shaping the program and identifying […]
Story Worldwide, one of WFoA’s funding sponsors, sponsored a hands-on conference for strategists, storytellers, marketers, and advertisers to explore the future of marketing and collaborate on branded content. The inaugural day-long event was held in April 2012. Professor Wind revealed some of the results of the WFoA/Mars collaboration in a presentation, “The Secrets of Viral Ads.”
WFoA Insights and Impact Reports provide analysis of innovative advertising initiatives.
Inaugural report: “Reinventing Domino’s” with Domino’s and CP+B, 2011. Click here to view and/or download the PDF.
Domino’s transformative experience in 2009 shed light on several important issues that impact the entire advertising industry:
- How should you be responding to, and embracing, a consumer audience who is more empowered than ever?
- In a turn-around crisis situation, what creative advertising and marketing strategies and new mindsets should you consider?
- What are innovative approaches to building a multi-platform campaign that embraces the best of old and new media?
- Given the new advertising environment, what should you look for in an agency?
In 2009, nearing fifty years in the business, Domino’s Pizza ranked last among the big three pizza chains. The successful restructuring of Domino’s online and mobile ordering platforms in the previous years had increased sales and generated buzz, but Domino’s still faced a central problem: people didn’t like the taste of their pizza.
With two daring moves, Crispin Porter + Bogusky helped Domino’s transform what was once hidden–you pick up the phone, a pizza appears 30 minutes later–into a transparent process: these are our chefs, these are your ingredients, here is your pizza. Domino’s intentionally and publicly owned up to their shortcomings and significantly improved their core product. In doing so, they turned around their tarnished reputation, doubled fourth quarter profits, sent their stock soaring, and became the talk of the town.