Card Builder is so powerful because it takes us out of the singularity of offer. Some consumers are offer-driven; others are design-driven. Effectively inverts the DM channel, internally and externally lots of people this is crazy, rebels as Julie says, but Card Builder has taken off. Overwhelming choice disables but smart choice empowers. Julie: With so much negativity about financial services, have you seen people's reaction to your marketing shift? Anas Osman: Yes, we are challenged. Our attitude is that we want to be where consumers go. Their needs are practical and emotional. We believe this …

Discover's Osman: Model is changing from customer choice to customer voice. We are marketing experiences. When comparing cards, we've narrowed it down to 3 questions: tell us about yourself. Credit? How will you use card? What kind of offers do you want to see? Customers can customize choices, including terms. What do you want, what can we offer? Very transparent. Very intuitive. They don't spend time confused.

Discover's Anas Osman: very quick to find ROA, ROI, RO anything in DM. "We invest a lot of money, a lot of talent" in DM. Tons of intelligence spent on a one-way communication! Proven time and time again. How can we do this online? First, communications is a one-way street. One offer per customer meeting. Why? We need to control margins, offer average pricing because we don't know who's coming to our door.

Anas Osman, Vice President, New Cardmember Acquisitions, Discover Financial Services, says Discover is known for cash rewards leadership. High level of awareness. Here, we'll see a new product online that is an old product. Points out company's heritage and many firsts. Customers very willing to recommend Discover, Anas says. Our challenge is to make advocacy personal. How to get more personalized in the way we speak about things. Direct mail is very effective for us, one of most profitable channels. Hence, the revolution will be slow to come. DM is a mature channel, hard to displace with new …

Media: premium and reach. Leverage types of data: from Amex site, behavioral and intent, search, and brand study. Optimization by and across strategies. Dog lovers convert at high index for Amex products? Yes! Amex' Mark says after five months the brand awareness of PASS is up 96%, sales exceed forecast by 10%, and found that the key to the strategy is the cross-funnel, those that were exposed to both responded more highly than those exposed only to one funnel. Response rates increased significantly enough to make up for hitting people in premium and reach environments, MediaMath's Jenna …

MediaMath's Jenna: we wanted to tie efforts down to bottom of funnel and then how to optimize the results. We couldn't go out with a CPA strategy. Traditional media buying strategies are inefficient, handing over power of optimization to publisher. And no cross-channel learnings. Advertiser can't leverage anything.

Jenna Griffith, VP-Platform Account, MediaMath Mark Neirick, VP-General Manager of Pre-paid Interactive, American Express (gift cards, Travelers checks). Pre-paid PASS recently launched for teens to use instead of cash. Sought to increase awareness cost-efficiently. Tested with MediaMath, trying to drive awareness as driving sales. Started with awareness ads, work down funnel, more targeted ads to people who saw general ads.

What is the sweet spot? Consolidate or use many agencies? For me, it doesn't matter if you have one or many experts. Key is to find processes in which they can cooperate closely. A culture of cooperation, process to facilitate it and someone who keeps things moving.

Commercial, a favorite of Glock's. Woman on stage, backs up. Child on shore, backs away from waves. Woman backing up, child backing away ... oops, now they all embrace whatever it was they feared. And the point? The point ... is they dared. Change. Unsure what the product was ...

1. Needed to understand Indian men, women, how they debate. Get to know target, have an idea and the rest will fall into place, says Bernard Glock. In this case, they enlisted half the population to get the other half to shave. Plus three leading actresses. Men could try the product. Used a Guinness World Record event (most shaves in a given time frame). Sales up 500% in 8 weeks.