"Innovative Ways to Transition from Provider to Valued Partner" — DFW AMA Hosts Frito-Lay at Executive Luncheon Featuring Michelle Adams, Director, Consumer & Market Intelligence

Business Wire, Oct 13, 2006

DALLAS -- The Dallas Fort Worth Chapter of the American Marketing Association (AMA) announces that on Wednesday, October 18, from 11:30 a.m. to 1:30 p.m., it will host an executive luncheon at Brookhaven Country Club in Dallas featuring Michelle Adams, Director, Consumer & Market Intelligence, with Frito-Lay.

Ms. Adams, a Director in the recently formed Consumer & Market Intelligence Group, joined Frito-Lay in 2002 and has championed innovative online research tools to better understand consumer shopping preferences and simulate future consumer behavior using virtual store testing and virtual ethnography. This new research methodology recently won the National AMA's 2006 EXPLOR award which recognizes the most innovative uses of applications in technology for marketing research.

Ms. Adams will share lessons learned over a 20-year career in client and agency roles to illustrate how to transform a business relationship from a "service" orientation to a more valued, "strategic partner" relationship.

"It's exciting to have an award-winning marketer like Michelle Adams to share her insights on how Frito-Lay integrates key partners into their strategic development process," said Jim Dawson, President of The Dallas Fort Worth Chapter of the AMA. "What's more, her perspective on engaging and understanding customers is something every marketer can learn from."

The DFW AMA, the eighth largest chapter of the American Marketing Association, holds monthly luncheon programs in Dallas on the third Wednesday of each month at Brookhaven Country Club, and in Fort Worth on the fourth Thursday of every month at The Fort Worth Club. Non-members are welcome to attend.

The American Marketing Association, one of the largest professional associations for marketers, has 38,000 members worldwide in every area of marketing. For over six decades the AMA has been the leading source for information, knowledge sharing and development in the marketing profession. To learn more about the DFW AMA log on to www.dfwmarketing.org.