RETURN ON MARKETING INVESTMENT

The psychology of measurement
Tom Beakbane

Return on Marketing Investment (ROMI)
Julius N. Diamond

Tom Beakbane began his career as a marketing trainee with United Biscuits in London, England, followed by a move to North America to work with Pepsi-Cola as a product manager and later as a marketing manager for Alberto-Culver. For the last 18 years he has run a brand communications agency, Beakbane, based in Toronto, working for many of the world's leading packaged goods companies. He participates in industry organizations, including TEC, the IN Network and the Strategic Leadership Forum and is a board member of several companies including an engineering business in the U. K. He is actively involved in charity work and was Vice-Chair of a United Way chapter. He studied at the University of Durham, where he earned a B. Sc. (Honours) in neurophysiology and biochemistry and was awarded honorary life membership of the student council. He is a member of the National Speakers Association and the Canadian Association of Professional Speakers. He has just completed writing Consilience and the Business of Persuasion, a book about how breakthroughs in the life-sciences are reframing marketing theory.

Julius N. Diamond is the founder and President of IMI International, a market consulting and research company that has been in operation since 1970. IMI has offices in Canada, the USA and Australia. For the past 17 years, IMI has focused on helping its clients maximize their return on investment from marketing and communication programs. Mr. Diamond has been involved in the founding of two other companies: A retail shoe repair chain that operated throughout North America and a real estate development company with assets and operations in Canada and the United States. Mr. Diamond has been involved with several charity organizations and sits on the board of advisors of several small companies. Mr. Diamond has direct experience in marketing, sales, finance and operations. Born in Toronto Ontario, Mr. Diamond graduated from the Ivy School of Business at the University of Western Ontario in 1966 and has an MBA from the University of California at Berkeley (1968).

Robert Levy (LLB, BComm) is BrandSpark International's Managing Director. Prior to founding BrandSpark in 2002, Robert Levy was VP of Cara Operations' Branding Group. This unique experience enabled him to develop an internal consulting group to the Cara Operations group of restaurant brands. Robert continues to apply a client perspective to market research and delivers the insight garnered from working on both the 'inside' and 'outside' of market research projects. BrandSpark is supported by a team of experienced analysts. BrandSpark has also developed and launched the 'Best New Product Awards' marketing program, which focuses on best practices innovation and product development. BrandSpark's current clients include: Unilever, Bombardier Recreational Products, Winners, Kellogg's, Serino Coyne, Wine Council of Ontario, IAB/CMOST (Interactive Advertising Bureau) and Home Hardware.

Annette Warring is president, at Genesis Media. Ms. Warring has over 16 years of media management experience and is a dedicated media professional who has worked across multiple and diverse categories - private, public and non-profit. Her approach to media management is grounded in her belief that communication expenditures are an investment in brand value and the communication strategy is an integral part of a brand's business model. As a result, she has committed herself over the years to developing a better understanding of the relationship between advertising activity and communication effectiveness.

Yann Le Roux is Executive Vice-President, Managing Director of Media Contacts Canada.

He had been founding and managing the Media Contacts operation in France since June 1996, until he moved to Toronto earlier this year to set up the Canadian operation of the interactive media network within the MPG / Havas Group.

He has been an active board member of the Interactive Advertising Bureau (IAB) in France, a board member of the Internet audience measurement syndicate research (Médiamétrie), a board member of the french interactive media agency association (UDECAM), contributing to the structuring and growth of the Internet advertising industry.

His current responsibilities include strategic planning, business development and overall client satisfaction.