Marketers should be prepared to amplify a message instantly with social media, as Oreo and Dell teams did recently, according to Sears Holdings executive Adriana Llames Kogelis, speaking at the MediaPost Brand Marketers Summit. Kogelis said Sears had teams in place to monitor reaction to its controversial "Ship my pants" and "Big gas savings" campaigns for Kmart, saying the company might have pulled the ads if viral chatter had gone in the wrong direction.

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