Getting the right marketing message out to a target demographic has taken on a newfound level of importance in the current economy. This has placed additional pressures on Chief Marketing Officers to perform and remain innovative as the markets continue to evolve.

It is against this backdrop that Argyle Executive Forum presents its 2010 CMO Leadership Forum, taking place in New York. The event will bring together the marketing leadership from approximately 100-115 public and private, large and mid cap corporations, complementary areas of executive leadership (CEOs, CFOs & COOs), and select advisors. The forum will focus on several areas including (but not limited to): multicultural and targeted marketing, maximizing marketing opportunities in a cluttered market space, the use of social media and web 2.0 in marketing, a cost/benefit analysis of brand prominence within the social lexicon and marketing through a crisis.

Print Agenda

To download the program from this member meeting please fill out the form below:

8:00am – 9:00am


9:00am – 9:05am

Argyle Executive Forum Opening Remarks

9:05am – 9:15am

Chief Content Officer Opening Remarks

Tom O'Toole
O’Toole Associates, Inc.

9:15am – 9:45am

"Brand Revitalization: A Kodak Case Study"

Jeffrey W. Hayzlett
Chief Marketing Officer
Eastman Kodak Company

Session topics include, but are not limited to:

  • Changing the public’s perception of a company’s image
  • Making the transition into a digital imaging leader
  • Consumer engagement through social media– consumers as brand ambassadors

9:50am – 10:20am

"Marketing Leadership in the Global Economy"

Atul Vohra
Vice President, Marketing, Dell Services
Former Chief Marketing Officer, Perot Systems Corporation

Session topics include, but are not limited to:

  • Consumer mentality: driving growth by understanding new consumer insights globally
  • Marketing spend: is the current economy the right time to increase focus on the bottom-of the economic pyramid?
  • What are the key lessons learned and how are they shaping future marketing plans?

10:25am – 10:40am

Thought Leadership Spotlight
Presented by ExactTarget

"Email Plus: The Medium Is the Message"

Jeff Rohrs
Vice President, Marketing

Session Description:
To succeed in today’s hyper-social, subscriber-centric landscape, you must maximize the value of every touchpoint. In this session, we’ll explore how leading companies are amplifying the unique strengths of Email through integration with Analytics, CRM, Social Media & Mobile Marketing to increase ROI and build mutually beneficial customer relationships.

10:40am – 11:10am

Coffee Break

11:10am – 11:50am

Panel Discussion
Presented by infoGROUP

How to Make Sense of Social Media Noise – Listening, Learning and Leveraging Information from Social Media Networks”

Session topics include, but are not limited to:

  • How to effectively listen to and make sense of the information and discussions on social networking sites?
  • Has too great an emphasis been placed on social media? Are companies suffering by concentrating too much of their marketing spend on social media?
  • How to determine what information to utilize, what to ignore and how to implement it into the marketing mix. How big of a role does social media play in market testing?

Linda G. Shea
Senior Vice President & Global Managing Director, Customer Strategies
Opinion Research Corporation

Jeffrey Ajluni
Director of Marketing & Business Development
Tampa Bay Buccaneers

Matt Goddard
Co-Founder and Chief Executive Officer

Mike Hilts
President & General Manager

William H. Lunderman
Vice President, Global Strategic Brand Design
Colgate-Palmolive Company

Bev Thorne
Chief Marketing Officer
Century 21 Real Estate LLC

11:55am – 12:25pm

“Marketing for the Generations: A Look at Boomers, Gen Xers and Millenials”

Allison Cerra
Chief Marketing Officer Americas Region

Session topics include, but are not limited to:

  • Generational Differences: Understanding how differences between these groups influence their choice as consumers
  • New marketing methods that can be utilized to reach different audiences
  • The changing marketing landscape: How are today's marketing vehicles changing to reflect the emerging habits of tomorrow's buyer?

*This session is off the record.

12:30pm – 1:00pm

"Insights into the Developmental Process: A Case Study of Assurant’s Marketing from Idea Generation to In-Market Testing"

Mark Bohen
Senior Vice President Marketing
Assurant, Inc.

Session topics include, but are not limited to:

  • The impact of the creation and implementation of Assurant’s online community– used to gauge consumer’s attitudes about the overall company and products
  • The influence of social media techniques and how they are used to shape marketing campaigns during the incubation process

*This session is off the record.

1:00pm – 2:00pm


2:00pm – 2:40pm

Panel Discussion

"Best Practices in Market Segmentation"

Session topics include, but are not limited to:

  • How do you define your consumers? Knowing their demographics, psychographics and behavioral trends
  • Leveraging analytics to understand performance indicators
  • Driving change/achieving consistency in marketing messaging across multiple campaigns and platforms

Burt Helm
Marketing Editor
Bloomberg BusinessWeek

Michael Capiraso
Principal, Michael Capiraso Consulting
Former Chief Marketing Officer, Cole Haan (Nike Inc.)

Mark Dye
Senior Vice President, Sales & Business Development
Bizo, Inc.

Eden Goldberg
Vice President, Marketing & Business Development
InMotion Entertainment

Dan Marks
Chief Marketing Officer
First Tennessee Bank

2:45pm – 3:00pm

Thought Leadership Spotlight
Presented by Autonomy

"CMOs as Business Accelerators"

Andrew Jenks
CEO of Autonomy Optimost

Session Description:
Thanks to the internet and new media, more information about customers, prospects and market trends is available than ever before. And, now, advanced technology empowers marketers to understand what matters in – and automatically take optimal marketing action on—the torrent of information pouring in from social media, web interactions and other customer touchpoints. Leveraging these new capabilities positions CMOs to the business accelerators steering their organizations from recession to growth.

3:05pm – 3:35pm

"Leveraging Multiple Channels of Communication: Utilizing Cross-Media Aspects within an Integrated Marketing Campaign"

Christa Carone
Chief Marketing Officer & Vice President Marketing & Communications
Xerox Corporation

Interviewed by:
Melanie Wells
Executive Editor, Forbes Media and Editor, CMO Network
Forbes Media

Session topics include, but are not limited to:

  • How best to leverage PR as part of an integrated marketing campaign
  • The benefits and dangers of the corporate brand being used as a part of every day social lexicon
  • Rising above the noise– how multiple media impressions distinguish a brand from its competitors

3:35pm – 4:05pm

Coffee Break

4:05pm – 4:35pm

"Successfully Integrating Social Media into the Overall Marketing Mix"

Nigel Dessau
Senior Vice President & Chief Marketing Officer

Session topics include, but are not limited to:

  • Integration of social media in to the overall marketing mix– successful strategies and pitfalls to avoid
  • Creating a balance in the marketing mix—avoiding a heavy reliance on any one medium
  • Top Five social media takeaways

4:40pm – 5:10pm

"Shifting the Consumer Perception: The Economy’s Impact on Capital One Bank"

Peter Horst
Chief Marketing Officer
Capital One Bank

Session topics include, but are not limited to:

  • Fallout from the recession: moving from a credit card company to a Top 10 Bank
  • Adjusting to the new reality while maintaining brand integrity
  • An examination of what was maintained and what changed

5:10pm – 5:20pm

Chief Content Officer Closing Remarks

Tom O'Toole
O’Toole Associates, Inc.

5:20pm – 5:25pm

Argyle Executive Forum Closing Remarks

5:25pm – 6:25pm

Closing Reception

What will be discussed? Explore marketing hot topics and challenge areas such as:

Omnichannel strategy

Evaluate where you are on the omnichannel maturity curve, reflect on how your team is driving accountability around the omnichannel customer experience, and find out what you could be doing better. Our speakers will discuss:

  • Methodologies for measuring ROI
  • Targeting with customer data
  • Managing cross functional collaboration
  • Comparing single and multichannel interactions

Mobile Marketing

Confront the shift to the mobile consumer head on, by learning how the Fortune 500 has adapted their marketing efforts for mobile devices. Discuss mobile's evolution and make predictions for the future. Get briefed on:

  • Optimizing content for mobile
  • Managing the mobile channel as a marketer
  • Building a unified view of users across channels
  • Measuring the ROI of mobile

Buyer 2.0: the B2B customer

Who is the B2B customer of today, as opposed to 5-10 years ago? Learn how successful organizations have implemented new channels and capabilities to reach this specific type of consumer. Gain insight into:

  • Catering outreach to the customer
  • Empowering your sales team
  • Establishing brand credibility
  • Becoming a thought leader

Customer engagement

Explore how we understand our customers in today's hyper-connected world, and develop a brand dialogue to effectively communicate with them. Hear discussions on:

  • Understanding audience fragmentation
  • Connecting emotionally with customers
  • Communicating across multiple touch points
  • Integrating new media with traditional strategy

The digital CMO

The digital sphere has changed the role of the CMO, in scope and practice. Talk about how this affects all areas of the executive agenda, from budgeting to hiring. Learn how top CMOs are:

  • Being catalysts for change
  • Adopting new measurement tools
  • Defining new roles to add value
  • Leading by example

Content marketing

Exceed your customer's expectations for a tailored experience with effective content marketing. Find out how other marketing leaders are:

  • Driving engagement through personalization
  • Measuring content efforts
  • Exploring new communication channels
  • Understanding customer preferences

Still have questions? We have answers.

I want to attend, but what if I'm unsure of my schedule and need to cancel my participation?

Just let us know. We understand that schedules change! However, we always have a waiting list for this event, and if you don't cancel, we will assume you are still attending and your spot will go unused. If you must, cancel at least 48 hours prior to the event to make room for others!

What if I can't be OOO for a whole day, or need to come late?

We have wifi and private rooms available for attendees to take calls and spend some quiet time on emails, as well as access to printing. Have a morning meeting you can't miss? No problem. This event was designed for busy executives - we get it.

I'd like to bring some colleagues. Do I need to register them online?

Events are more fun with friends, and we'd be happy to host your team. You can have them register online, or send us their names, titles and email addresses and we will take care of it for you!

I don't see the event venue listed. Where will the meeting be held?

To maintain exclusivity, we don't release the venue address until the registration process has been completed. All logistical details will be shared once you have requested a pass and been approved.

About Image
  • "Argyle offers a terrific opportunity to learn about marketing challenges and strategies across industries."

    The CMO of Perry Ellis on how the CMO forums create a space to share perspectives and solutions with peers in an informal setting.

  • "As a member of the CMO community, I have been impressed by the caliber of the organization and the network. "

    A VP of Marketing at Compass Group USA on attending Argyle CMO events and making connections.

  • "Their forums bring together engaging speakers and fascinating content. "

    The CMO of Constellation Brands on the Argyle CMO series.

The 2010 CMO Leadership Forum in New York is proudly sponsored by: