Marketing as a Spectator Sport


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30 October 2012


04:30 PM


Thanks to social media and its all-access culture, brand marketing is closely watched not just by insiders but also by consumers. In many cases, the marketing campaign itself becomes a tabloid story, where brands become either instantly famous or dangerously infamous. Panelists will how social media activity adds to the overall brand experience and how its instantaneous nature means a loss of control and inherent marketing risk for companies and will discuss and debate the long-term brand impact of instant social media commentary and fevered consumer participation in marketing campaigns.


Name:Jim Joseph

Company:Cohn & Wolfe

Position:President, North America

Jim Joseph serves as the President of Cohn & Wolfe North America, the agency’s largest region. With over 25 years of integrated marketing, public relations and branding experience, Jim provides strategic oversight, client service and drives new business across all offices in the U.S., Mexico and Canada.  He has created seamless brand experiences for clients such as Kellogg’s, ...


Name:Cheryl Casone

Company:Fox News


Cheryl Casone joined FOX News Channel (FNC) in November 2006 and is a member of the number one name in business news.   She anchors Cashin’ In on the Fox News Channel every Saturday morning and Fox Business Dayside at 12ET Monday through Friday. Casone brings years of experience covering finance, business, and consumer news to FNC. She has reported on the economic impact of war on...

Name:Daniel Jeffreys

Company:Quintessentially Asia


Daniel Jeffreys has held senior positions at the BBC in London and New York, with the London Daily Mail as US bureau chief, with the International Herald Tribune in Seoul as a features editor, with the South China Morning Post in Hong Kong as chief magazines editor and with Hong Kong Tatler as Managing Editor. In 2010 he launched Hong Kong based-deluxewords, a publishing and consultancy compan...

Name:Helayne Spivak

Company:Virginia Commonwealth University


Helayne Spivak began her award winning advertising career as a copywriter.  She worked at some of the best creative shops of the time Ally & Gargano, Ammirati & Puris and went on to become the Exec. Creative Director of Hal Riney & Partners, NY, followed by Chief Creative Officer of Y&R NY where she was made a Member of the Y&R Board,  AmmiratiPurisLintas, NY and JWT ...