Marketing to Win: Changing the Rules of the Game
Students and Local Community Come To HBS Marketing Club Conference
By Alyssa Martin (NI) and Jenny Vandrovec, (NC), Contributing Writers
Issue date: 12/10/07 Section: News
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Sharon John, General Manager, Toy Marketing for Hasbro rounded out the keynote speakers. John shared the saga of bringing Transformers to the big screen - a $700M grossing movie that was fueled via multiple partnerships. She closed the conference provocatively, stating "Sometimes you have to say I don't want to play this game. Sometimes you have to change the game, not just the rules. Don't be a brand purist."
Three panels punctuated the conference with exceptional talent from Nike, Procter & Gamble, Dunkin' Brands, Johnson & Johnson, General Mills, Faith Popcorn's BrainReserve and more. Panelists answered questions concerning revitalizing brands, globalization, and alternative marketing sparking interesting debates such as when to move from one brand campaign to a next generation campaign, how to measure successful marketing, how to best utilize the internet in today's marketing world, and how to delicately balance local and global marketing initiatives. Attendee Irfan Pirmohamed (NC) reflected, "I enjoyed the marketing conference and found it tremendously relevant. All of the keynote speakers and panelists provided key insights on the latest marketing strategies and effectively engaged the audience throughout the day."
Nearly 25 RC and EC students contributed to the planning and execution of the event. Joyce Chiu, conference Co-Vice President said, "The conference would not have been a success without the dedication and hard work from all the conference organizers. Everyone did an amazing job." In addition to the student contributions, a number of corporations provided both monetary and product donations to support the mission of delivering marketing education to HBS and the local community in attendance.
Three panels punctuated the conference with exceptional talent from Nike, Procter & Gamble, Dunkin' Brands, Johnson & Johnson, General Mills, Faith Popcorn's BrainReserve and more. Panelists answered questions concerning revitalizing brands, globalization, and alternative marketing sparking interesting debates such as when to move from one brand campaign to a next generation campaign, how to measure successful marketing, how to best utilize the internet in today's marketing world, and how to delicately balance local and global marketing initiatives. Attendee Irfan Pirmohamed (NC) reflected, "I enjoyed the marketing conference and found it tremendously relevant. All of the keynote speakers and panelists provided key insights on the latest marketing strategies and effectively engaged the audience throughout the day."
Nearly 25 RC and EC students contributed to the planning and execution of the event. Joyce Chiu, conference Co-Vice President said, "The conference would not have been a success without the dedication and hard work from all the conference organizers. Everyone did an amazing job." In addition to the student contributions, a number of corporations provided both monetary and product donations to support the mission of delivering marketing education to HBS and the local community in attendance.
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