Lee Jeans Learns the Language (and Practice) of Integrated Marketing
Geoffrey PrecourtWARC Online
It was the kind of attention-grabbing opening that seemed particularly well suited to a Marketing Accountability & Effectiveness conference: "Over the last three years, our marketing ROI has more than doubled," Liz Cahill, Lee Jeans vp/marketing, told an all-day gathering in New York City assembled by the Association of National Advertisers (ANA).
"We took back the brand and honored it," was Cahill's top-line conclusion. But her deeper analysis showed how marketing had taken embraced advanced analytics to make its performance more efficient and serve the...