What is the Value of Time in Advertising? (Part 2)
MARCH 2 @ 12:00 PM – 1:30 PM EST
Bain & Company
Cesar Brea is a partner in Bain’s Marketing, Advanced Analytics, and Consumer Products practices. Cesar’s work focuses on helping large brands improve and sustain marketing outcomes by leveraging large data sets and sophisticated machine learning solutions.
Before returning to Bain in 2017, Cesar helped to build and sell two software firms, led sales and marketing for a global digital agency, and founded and built a marketing analytics consulting firm. Cesar has published two books on marketing analytics, and speaks and writes frequently on the topic.
Denise Campbell is a corporate governance experienced Chief Marketing Officer known for driving customer activation and growth and leading brands to optimal penetration and monetization. She has a background spanning over 20 years in consumer-packaged goods, ecommerce, consulting and healthcare from venture- backed start-ups to world renowned Fortune 500 organizations.
What sets Denise apart is the sheer scale of her responsibilities and the effect they have had on not only her organizations but the industry as a whole. In her current role at AbbVie she leads the consumer marketing strategy and tactical execution across AbbVie’s US Immunology portfolio; achieving a CAGR of 37% for HUMIRA, the world’s largest pharmaceutical brand. Denise also led the Consumer integration of the AbbVie/Allergan acquisition ($63B), the 8th largest acquisition in the pharmaceutical industry. As the Leader of AbbVie’s US Digital Transformation, Denise has implemented advanced marketing technology platforms and change management programs which has lifted AbbVie from lagging the industry to the #2 position in Pharma as measured by Gartner’s 2020 Digital IQ Index.
Denise has previously served on for-profit Board of Directors, including Transparent Partners, a venture-backed marketing consultancy and Lil’ Drug Store Products, a $100M consumer healthcare company. As a Board member at Lil’ Drug, Denise provided insight on potential M&A activities and helped the Executive Team with business risk identification and mitigation planning. Her support of the Marketing Team led to significant business growth allowing a successful sale of the company.
The companies Denise works with benefit from increased top- and bottom-line growth as she improves not only marketing capabilities and effectiveness but also adds strategic insight into the larger organization. She has been involved with turn-around, IPO, divestitures and high-growth. Her value has been recognized with 11 company and industry awards, including induction into the DTC Hall of Fame and a Cannes Bronze Health Lion. Denise is a frequent speaker at conferences such as NYC Marketing Week and is a repeat guest lecturer at Kellogg Business School.
A true servant leader, Denise has been able to identify and develop leaders that have gone on to have wide-ranging impact in both the company and the industry. Her leadership style is inclusive and focused on mentorship and coaching—developing leaders and teams across a wide variety of industries, transforming their strategic marketing capabilities.
Denise holds an MBA degree from The University of Michigan School of Business, a BA degree from the University of Michigan and has completed the Wharton School of Business Executive Program for Pharmaceutical Executives. Her husband Mark and she are proud parents to two golden retrievers, Cooper and Maizee.
Chrissie Hanson is OMD Worldwide’s Global Chief Strategy Officer, responsible for developing the paradigms, protocols, and partnerships that empower 12,000 employees to make more empathetic, effective, and efficient decisions faster.
As a regular contributor to leading trade and business publications, and a frequent guest on industry panels, Chrissie is a passionate advocate for the unique roles that people, brands, and technology play in unleashing the power of creativity around the world.
Chrissie has been a jury member for Cannes Media Lions and Regional Effies awards, is the 2022 Cannes Lions Jury President for Creative Strategy. She actively champions work that demonstrates greater DE&I efforts, and celebrates the work that drives better business outcomes.
As a member of OMD’s Executive Committee, OmniWomen Team, and Executive Sponsor of OMD’s Asian Leadership Network, Chrissie is committed to fostering a supportive, inclusive, and dynamically diverse environment for networking, learning, and career development.
Furthermore, she is deeply vested in ensuring the industry moves to a net positive attention ecosystem and is leading work in this space. Work that seeks to pave a new way to value one impression over another, reduce waste in budgets, connect ideas meaningfully to culture and context, and ultimately increase return on investment for brands. Her role in OMD’s Brand Safety and Responsibility efforts as the agency’s representative for the Global Alliance for Responsible Media (GARM) at WFA means that she operationalizes the vision better in concretes actions.
Scott McDonald became the CEO and President of the Advertising Research Foundation in March 2017. Prior to joining the ARF, he held senior research positions at leading global media companies, including 18 years at Time Warner, and 14 years at Conde Nast, covering both the consumer and the advertising sides of the media business. Throughout his career, he has kept a foot in both the academic and business worlds, teaching for 5 years at NYU and for 18 years at Columbia Business School. He serves as an adviser to the Social Science Matrix Program at UC Berkeley, and is on the Board of the Population Reference Bureau. An avid art lover, he also is on the board of the Brooklyn Academy of Music. He holds an A.B. degree from UC Berkeley and a Ph.D. from Harvard University.