Date: June 17, 2026 | 12 p.m. ET | Free
Speaker: Pam Forbus, Global Chief of Insights & Analytics, Mondelēz International
Duration: 1 hour
Description: Marketing celebrates innovation, bold ideas and unconventional thinking. But effectiveness is not driven by novelty alone. Insights leaders play a critical role in championing what actually works – ensuring marketing delivers lasting business impact. In this session, Pam will share five evidence-based principles of effective advertising, drawn from an analysis of over 150 academic studies.
Key Takeaways:
- The five proven principles that drive advertising effectiveness
- How to balance creativity with evidence-based discipline
- The role of insights in shaping marketing that delivers measurable business results
Bio: Pam Forbus is the Senior Vice President, Global Chief of Insights & Analytics at Mondelēz International, where she leads a global team that connects human insight and marketplace analytics to business growth across a portfolio of beloved brands. Prior to Mondelēz, Pam served as Chief Marketing Officer at Pernod Ricard USA and held senior insights leadership roles at The Walt Disney Company and PepsiCo. A visionary leader and passionate advocate for the power of insights, Pam is known for driving business impact by putting the consumer at the heart of decision-making.
