How do we quantify the positive impact of purpose – is it a change in behavior, tangible business results, employee retention? Join IABC/Chicago on January 15th for a luncheon with Zeno Group as we take a deep breath – and a deeper dive – into how to measure its impact.
In this compelling session, Join IABC/Chicago and Zeno Group’s Therese Caruso (Managing Director, Strategy + Insights) to examine work being done by some of the world’s best known brands against the backdrop of the firm’s recent global study on purpose.
Attendees will receive networking opportunities with business leaders over a light lunch and walk away with a comprehensive understanding of how to measure the impact of your message and mission.
Time: 12:00 to 2:00 p.m .
130 E Randolph St, FL 30
Chicago, IL 60601
About the Presenter:
Therese Caruso, MD, Global Strategy and Planning, Zeno Group
Therese Caruso, Managing Director of Global Insights & Strategy, leads the Planning function for Zeno Group. With over 20 years of brand marketing experience, Therese offers dedicated Planning counsel to clients and account teams throughout the Zeno Group network. Before returning to the DJE family in 2010, Therese spent six years working as a global Planner in an advertising-centric firm and has refined the role of Planning, taking the best practices of a traditional advertising Planner and applying them to a channel agnostic approach. She has developed a methodology for Planning at Edelman and Zeno Group which anchors thinking in research that drives toward an insight, a core strategy, and a galvanizing idea that brings the strategy to life.
Bringing a real specialty in consumer insights and trends, Therese understands the dynamics of the different generations and closely tracks consumer values and behaviors. She has a passion for and expertise in the area of women’s and mom-marketing and is extremely well-versed in the mindset and behaviors of women at various life stages and age stages. She understands how to apply behavioral values to the changing marketplace to build targeted and strategic campaigns.
Therese has worked as a Planner with clients such as Unilever, Kimberly Clark, Starbucks, and Johnson & Johnson, just to name a few and over the past couple of years, she has applied a Planning methodology to effectively build social purpose campaigns as well.
During her tenure at Edelman, Therese directed campaign for a variety of food/nutrition, lifestyle, health and technology brands and was the Deputy General Manager for the Consumer Health practice. She has held several board positions, bringing her understanding of consumer values and behaviors to help brands and charities better understand the marketplace in which they compete.
Therese holds a Bachelor of Arts degree from Barnard College, Columbia University, and lives in Connecticut with her husband, Steve, and her two daughters, Caroline and Allegra.