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23 May, 2019 | (01 hr)

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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 


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

JP Kuehlwein is the Marketing Insititute Leader at The Conference Board. In addition, he is 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 ...Full Bio

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