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2011 ANA Mobile Marketing
Conference presented by
Wednesday, September 14, 2011 | New York, NY
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Table of Contents
2011 ANA Mobile Marketing Conference
presented by MediaVest
Agenda................................................................................... Page 5
Registration List...................................................................... Page 13
Speaker Bios........................................................................... Page 23
ANA Information..................................................................... Page 31
Sponsor Information............................................................... Page 53
www.ana.net
3
5
AGENDA
Agenda
2011 ANA Mobile Marketing Conference
presented by MediaVest
Text in your questions at any time throughout the conference!
Text mobile11 [a space] then your question to 66937.
Overview
Agenda
MOBILE MARKETING
CONFERENCE
PRESENTED BY MEDIAVEST
Breakfast (7:30 am)
Sponsored by Jumptap
The
ANA
Mobile
Marketing
Conference presented by MediaVest
is a must-attend event for anyone
who is trying to navigate their
brands through this ever-changing
landscape. According to the ANA
and Mobile Marketing Association
joint survey results revealed last fall,
about 90% of marketers currently
use or plan to include mobile
marketing as part of their overall
mix. The development of new mobile
technologies has created enormous
opportunities, providing marketers
with the ability to engage their
customers anywhere at any time.
However, although mobile marketing
is a rapidly growing area, marketers
are faced with issues such as the
inability to have metrics to prove
ROI and the lack of understanding
of mobile marketing within their
organization.
www.ana.net
WELCOME
Paran Johar
Chief Marketing Officer
JumpTap
General Session (8:30 am)
OPENING REMARKS
Bob Liodice
President and Chief Executive Officer
ANA
A TASTE OF HOW THE COCA-COLA
COMPANY IS APPROACHING MOBILE
MARKETING
The Coca-Cola Company has
publicly stated that mobile is the
most important medium for the
company going forward. In this
session, The Coca-Cola Company
will share their global approach
to mobile marketing, mobile best
practices, key learnings, and trends
within the mobile space.
Wendy Clark
Senior Vice President, Integrated Marketing
Communications and Capabilities
The Coca-Cola Company
Q&A SESSION
Bob Liodice
President and CEO
ANA
7
Agenda
2011 ANA Mobile Marketing Conference
presented by MediaVest
Text in your questions at any time throughout the conference! Text mobile11 [a space] then your question to 66937.
Agenda cont.
WALMART: HOW MOBILE IS
TRANSFORMING RETAIL
HEWLETT-PACKARD’S JOURNEY
WITH MOBILE
When the first Walmart store opened
in 1962, mobile phones did not
exist. After almost 50 years, the
eCommerce through digital and
mobile platforms has evolved and has
become a more prevalent way to stay
in touch with consumers, search for
information and purchase products.
In this session, Walmart will discuss
how they have focused on bridging
brick and mortar with eCommerce.
Hewlett-Packard
Company
is
one of the leaders in the mobile
space especially as it impacts
the consumer path to purchase
and shopping experience. In this
session, you will learn about HP’s
strategy and approach to mobile
along with their point-of-view on the
mobile opportunities and challenges
based on their experience. HP will
also share case studies that illustrate
the ups and downs along their
journey with mobile marketing and
commerce.
Greg Warren
Vice President, Creative Marketing
Walmart U.S.
Q&A SESSION
Scott Berg
Kunur Patel
Hewlett-Packard Company
Reporter
Advertising Age
Senior Director, Global Digital Strategy and hp.com
Q&A SESSION
COMCAST DRIVES IMPACT AND
ACQUISITION WITH MOBILE
MARKETING
The U.S. mobile advertising market
will top almost $2 billion in 2011
through mobile Web, mobile
applications, SMS, and mobile video.
In this session, you will learn how to
maximize the impact of those mobile
dollars with best practices for:
• Leveraging mobile’s inherent local power to drive acquisition
• Mobile programs within three-
screen initiatives
• Creative considerations for mobile
Pepper W. White
Director of Media
Comcast Cable
Amanda Richman
David Goetzl
President of Digital
MediaVest USA
Senior Editor
MediaPost
Lunch (12:45 pm)
Sponsored by MediaVest
8
www.ana.net
Agenda
2011 ANA Mobile Marketing Conference
presented by MediaVest
Text in your questions at any time throughout the conference! Text mobile11 [a space] then your question to 66937.
Agenda cont.
General Session Cont. (2:00 pm)
MAGNETIZING WITH MOBILE: SIX
STRATEGIES FOR MAXIMIZING YOUR
MOBILE IMPACT
It’s a small screen, but it can pack
a powerful punch. With mobile
devices, the variety of opportunities
for delivering Magnetic Content
to consumers is perhaps greater
than for other media. But there is
also the danger of alienating themall because of the close, personal
nature of the device, which is
typically strapped somewhere on
their bodies for 16 hours or more a
day. This puts a huge premium on
an offering that will magnetize the
consumer with clarity, timeliness,
and relevance.
In an information-packed, takeno-prisoners session, eMarketer
will reveal the secrets to creating
magnetic mobile content. Using
case studies and data along with
a dose of humor, eMarketer will
provide a clear perspective on the
mobile landscape that will help steer
advertisers in the right direction,
avoid costly distractions, and achieve
an engaged audience of advocates.
Key takeaways from this session will
include:
• What are the best practices for marketers to deliver Magnetic Content?
www.ana.net
• What are the best strategies for driving performance measurement of mobile efforts?
• Where are the most exciting opportunities in mobile channel marketing?
Geoff Ramsey
Chief Executive Officer and Co-Founder
eMarketer Inc.
Q&A SESSION
Bill Duggan
Group Executive Vice President
ANA
access around critical issues such
as agriculture, social programs and
medical care. In this session, you
will also discover how The Hershey
Company is leveraging mobile
to drive sales in bodegas in the
United States and internationally
as well as how they use mobile
within their overall marketing mix,
mobile couponing efforts, and their
approach to measuring mobile ROI.
Edward Martin
Director, Marketing Excellence and
Corporate Social Responsibility Insights
The Hershey Company
THE HERSHEY COMPANY: USING
MOBILE FROM COCOA BEAN TO
CHOCOLATE BAR
The Hershey Company is leading
groundbreaking work in the mobile
space through revolutionizing cocoa
bean farming technology and their
approach to mobile marketing and
measuring ROI. Because cocoa
farmers who often live in remote
sites such as Ghana tend to own
cell phones, The Hershey Company
joined with the Ghana Cocoa Board
and World Cocoa Foundation to
create a program called CocoaLink
to help farmers communicate and
learn through mobile devices.
CocoaLink will help as many as
100,000 farmers get free mobile
9
Andy McCormick
Vice President, Public Affairs
The Hershey Company
Q&A SESSION
Greg Stuart
Chief Executive Officer
Mobile Marketing Association
Agenda
2011 ANA Mobile Marketing Conference
presented by MediaVest
Text in your questions at any time throughout the conference! Text mobile11 [a space] then your question to 66937.
Agenda cont.
THE POWER OF MOBILITY
Q&A SESSION
McGuire’s Law is a simple observation
that has significant implications
for businesses. The law states that
the value of any product or service
increases with its mobility, where
the value of mobility is realized as
availability and contextual relevance.
Mobility enables a product to be
with you all the time. This dramatic
improvement in the availability of most
products results in a multiplication of
the value of the product. Because of
this dramatic value creation, as the
cost of adding mobility falls, mobility
will be built into virtually every
product and service.
Director, Technology Programs
Jeff Simmons
Cellular Telecommunications & Internet
Association
Conference Adjournment (4:30 pm)
Just
as
Gordon
Moore’s
simple observation pointed to
microprocessors being built into all
kinds of products, and Bob Metcalfe’s
simple observation pointed to the
ubiquitous adoption of the Internet,
Russ McGuire’s simple observation
points to the revolutionary integration
of mobility that is upon us.
This session will observe the
evidence of this mobility revolution
and will comment on its implications
for businesses.
Russ McGuire
Vice President of Strategy
Sprint Corporation
10
www.ana.net
Text in your questions at any time!
2011 ANA Mobile Marketing Conference
presented by MediaVest
www.ana.net
11
Notes
12
www.ana.net
13
REGISTRATION LIST
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Reem Abeidoh
Microsoft Corporation
Courtney Jane Acuff
SVP, Director
Denuo Group
Khatidja Ajania
Director, Agency Relations
Evidon
Jessica Alvarado
Associate Manager,
ANA School of Marketing
Lauri Bauer
Sarah Blasi
Roopam Chowdhury
Director, Media & Connections Planning
Marketing Manager
Account Director
Hanesbrands, Inc.
Yum! Brands, Inc.
AOL
Brice Bay
Tom Boisvert
Chief Executive Officer
Vice President, Development
and Marketing
Elizabeth Chung
BSH Home Appliances Corp.
Enveritas Group
Triad Retail Media
David Beauparlant
Director
Kris Ann Brady
Microsoft Corporation
Associate Product Manager
Merck Consumer Care
Bruce Behrens
Manager, Creative Services, Marketing
Heather Brehm
ANA
AutoTrader.com, LLC
Vice President, Business Development
Chris Anderson
Graceann Bennett
Enveritas Group
Director, Strategic Planning
Sheila Buckley
Verizon Communications
Ogilvy & Mather
SVP, Weather.com Ad Sales
Dan Arzewski
Rich Berenson
Senior Vice President,
Group Client Director
Managing Director, Meredith 360
Susan Burke
Meredith Corporation
Sr. Manager, Knowledge
and Research Specialist
Scott Berg
ANA
Senior Director, Global Digital
Strategy and Hp.com
Andrea Cancro
AOL
Hewlett-Packard Company
EVP, MD
Anna Bager
David Berkowitz
Director, Digital Advertising
MediaVest
Corinne Augone
Director
Weather.com
MediaVest
Contributing Columnist
Katy Carlin
IAB
MediaPost/Ad Age
Mobile Director
Dorene Bair
Cara Berman
MediaVest
VP and General Manager MMCoE
Managing Director, Meredith 360
Meredith Corporation
Kate Barchie
Director, Project Management
Dow Jones
Laura Barger
Director of Consumer Marketing At Serve
American Express Company
Erica Barrett
MediaVest
www.ana.net
MediaVest
Amy Carney
President
Sony Pictures Television
Rich Bertodatti
Senior Account Executive
Phil Censky
Google
Product Marketing Manager
LifeLock, Inc.
JP Biamby
DailyDOOH.com
Jeff Chaban
VP, Research
MediaVest
Chris Bigda
Media and Interactive Manager
Coca-Cola North America
15
Wendy Clark
SVP, Integrated Marketing
Communications and Capabilities
Coca-Cola Company
Jamie Coates
Starcom MediaVest Group
Debora Coffey
VP, Public Relations
Avon Products, Inc.
Craig Coleman
Director, Integrated Sales
Marketing - Health/Green
NBCUniversal
Marty Collins
Microsoft Corporation
Baron Concors
CIO
Yum! Brands, Inc.
Rex Conklin
Senior Director, Media
Walmart
Maria Correa
Mid-Market Advertising Manager
IBM Corporation
Michelle Cracraft
Marketing Associate
Unilever Bestfoods North America
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Lauren Crampsie
Keri Dreyer
William Fox
Pam Gibbons
Chief Marketing Officer
Shopper Marketing Analytics Manager
Account Executive
Ogilvy & Mather North America
Unilever United States, Inc.
Senior Vice President,
Fidelity Comm. & Adv.
Estee Cross
Jen Duddy
Director, Digital Sales Development
Vice President, Digital Ad Sales
Willette Francis
Rodale
A+E Networks
Junior Copywriter
Thomas Cunniff
Bill Duggan
Vice President, Creative Director,
Director, Interactive Communications
Group Executive Vice President
Katherine Freeley
ANA
Sourcing Manager
Account Executive,
Advertiser Services
Colgate-Palmolive Company
The Nielsen Company
Knowledge and Research Specialist
Violet Fryer
David Goetzl
ANA
Associate Director, Media Services
Senior Editor
Kraft Foods, Inc.
MediaPost
VP, Advertiser Solutions
Mark Galliher
Adam Gold
AdKeeper
Director, Member Relations
Vice President, Sales
ANA
Scanbuy, Inc.
Marketing Specialist
Barry Garbarino
Keith Goldberg
Minnesota Public Radio
Senior Director of Marketing
Creative Director
ANA
RALLY Marketing Group
Chief Executive Officer
Brian Gearhart
Steven Goldstein
Droga5
Lead Communications Manager
Chief Revenue Officer
Unilever United States, Inc.
ChaCha
Paul Ewing
Pfizer Inc
Nadine Genet
Gustavo Gonzalez
Customer Experience Specialist
Duke Fanelli
Managing Director,
Head of Global Advertising
UBS Financial Services Inc.
Combe Incorporated
Paul Cushman
Sr. Director, Mobile Sales Strategy
Yahoo! Inc.
Jennifer Czekai
Manager, Marketing Promos & Online
Spartan Stores
Brian Davidson
Vice President, Member Relations
ANA
Mercedes Davidson
Associate Brand Manager,
Licorice Confections
American Licorice
Melissa Dickman
Director of Sales, East
Rhythm NewMedia Inc.
Mike DiFranza
President and General Manager
Captivate Network
Mark Donohue
Senior Vice President, Digital Ad Sales
Sony Pictures Television
Sumitra Duncan
Donny Dvorin
Leah Eaton Mitchell
Andrew Essex
SVP, Marketing & Communications
ANA
Robin Farewell
Media Director
Eric Mower And Associates
Jackie Ferrentino
Account Director
AOL
Fidelity Investments
ANA
Christi Gettinger
Director of Marketing & CRM
Starwood Hotels & Resorts
Worldwide, Inc.
Lisa Giacosa
Starcom MediaVest Group
Diane Gibbons
Director, Agency Management Global
Procurement and Operations
Pfizer, Inc.
16
A+E Networks
Ashley Gibbs
Marketing Manager
Walmart
Kelly Gitchel
Coldwell Banker Real Estate LLC
Debra Goodlett
Marketing Manager
Global Experience Specialists
Shaela Greenfield
Johnson & Johnson
Jill Griffin
MediaVest
Erin Griffith
Staff Reporter
ADWEEK
www.ana.net
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
William Grotheer
Mark Kaplan
Michael Kuntz
Procurement Manager
Managing Director
Associate Publisher-Integrated Sales
Bristol-Myers Squibb Company
GEM, An ICAP Partnership
Rodale
Nina Hajakian
Michael Kelly
Michael Lacorazza
Director, Committees
Consumer Communications Manager
ANA
American Licorice
Director, Advertising
& Brand Management
Thomas Hammer
Eileen Kiernan
Director of Sales, East
Senior Vice President,
Group Client Director
Jen Deitch Lavie
MediaVest
Manatt Phelps & Phillips
Executive Vice President, Managing
Director of Human Experience Strategy
Chris Kilroy
Nancy Lazarus
Director, Digital Advertising Strategy
Contributor
MediaVest USA
CNN Strategic Integration Group
Media Bistro
Liza Heller
Kyung Kim
MediaVest
Brian Leder
Rhythm NewMedia Inc.
Richard Hartell
VP Sales, New York
Appssavvy
Kate Hogan
Group Director
MediaVest
Christopher Hosford
East Coast Bureau Chief
BtoB/BtoB Online/ BtoB’s Media
Business
Kathleen Hunter
Senior Vice President
ANA
Tricia Jenkins
Media Manager
The Procter & Gamble Company
Paran Johar
Chief Marketing Officer
Jumptap
Jennifer Kalat
Beauty Managing Director,
Meredith 360
TD AMERITRADE Holding Corp.
Partner
VP, Digital Media
MediaVest
Bob Knorpp
Francois Lee
Host
Vice President, Group Client Director
The BeanCast Marketing
PodCast
MediaVest
John Lerch
Todd Kolm
Chief Advertising Officer
Director, Emerging Channel Strategy
Combe Incorporated
Pfizer Inc
Josh Levine
Daniel Korn
Strategic Account Director
Business Development Manager
Yahoo!
Ogilvy & Mather
Alex Linde
Stephanie Kovner-Bryant
Director, Mobile and Tablet Advertising
Sr. Integrated Marketing Manager
Yahoo! Inc.
Unilever United States, Inc.
Robert Liodice
Jill Kristle
Lynn MacDonald
Managing Director, Global Head
of Institutional Marketing
Deutsche Bank
Kristian Magel
Executive Vice President, Director
National Broadcast
Initiative Media Worldwide
Alice Mao
Senior Specialist
Canon U.S.A., Inc.
Ralph Marburger
Regional Category Director,
Men’s Hair Care
Combe Incorporated
David Marine
Director Consumer Engagement
Coldwell Banker Real Estate LLC
Greg Markant
Associate Manager, Committees
ANA
Brandon Marsala
Content Manager
LifeLock, Inc.
Edward Martin
Director, Marketing Excellence
and CSR Insights
The Hershey Company
President and Chief Executive Officer
Manager Interactive Marketing
ANA
ConAgra Foods Inc.
Santosh Mathai
Account Executive, HISTORY
Moritz Loew
Coleen Kuehn
GM, National Sales
President, Strategy
MSNBC
MediaVest
Meredith Corporation
www.ana.net
Paul Longo
MediaVest
17
A+E Networks
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Meghan McAdams
Audra Moran
Joan Oxenberg
Ben Rabicoff
Business Development
Chief Executive Officer
Account Executive
Product Marketing Manager
Tapjoy, Inc.
Ovarian Cancer Research Fund
Lifetime Networks
LifeLock, Inc.
Andy McCormick
Bob Murnane
Joan Pagliocco
Vice President, Public Affairs
Director, Agency Services
Associate Director
Deborah Radcliffe
The Hershey Company
Gfk MRI
Verizon Wireless Inc.
Team Leader, Consumer
Portfolio Marketing
Suzanne McDonnell
Jack Myers
Kunur Patel
Pfizer Inc
Senior Vice President, Digital Fusion
Publisher, Chief Executive Officer
Reporter
MTV Networks
Jack Myers Media Business
Report
Advertising Age
Christopher Raleigh
Jonathan Perelman
The Weather Channel
Kristen McDonough
Senior Director, Conferences
ANA
Sarah Nagle
Account Director
Global Industry Relations
Google
Medialets
Russ McGuire
Vice President of Strategy
Sprint Communications
Lan Phan
Brenda Narciso
VP of Strategy
Director, Member Services
ANA
RALLY Marketing Group
Kelley Mehan
Procurement Manager
Bristol-Myers Squibb Company
Liz Phillips Lacey
Sekema Newton
Senior Account Executive
Digital Director
MediaVest
Google
Rolando Mendoza
Database Administrator
ANA
Patrice Pilkonis
Susan Nunez
Senior Account Executive
Head of Advertising, Americas
UBS Financial Services Inc.
Gfk MRI
Christine Merrifield
Tiffany Piracha
EVP, Director of Video Investment
& Activation and Operations
Deirdre O’Connor
MediaVest
Appssavvy
Christina Micioni
Manager, Conferences
ANA
Adam Mirabella
Global Director, Digital Marketing
Nokia Inc
Jesse Missad
MediaVest
Sales Director, East
Colin O’Malley
Chief Strategy Officer
Associate Manager, Member Relations
Marketing Manager
CEO
Single Touch Interactive, Inc.
Chief Executive Officer
and Co-Founder
eMarketer
Ali Rana
SVP, Emerging Media Lab
Dynamic Logic
D.J. Reali
Vice President, Sales
The Weather Channel
Greg Reiss
Director of National SalesEast Coast
Walter Plattiers
Mo Renganathan
SVP, Digital Director
Bristol-Myers Squibb Company
MediaVest
Cory Pratt
Lynda Richardson
Digital Products Manager
Media Director
American Licorice
Butler, Shine, Stern & Partners
Christine Prins
Amanda Richman
Associate Director of Business
Development
MediaVest USA
Microsoft Advertising
James Orsini
Geoffrey Ramsey
ChaCha
Evidon
Kristin Ogden
SVP, General Sales Manager
ANA
Procurement Manager
kirshenbaum bond senecal
+ partners
President of Digital
Emily Riess
Manager, Global Digital Marketing
Estee Lauder Companies Inc.
18
www.ana.net
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Meital Rofe
Donald Scott
Rebecca Smith
Kristina Sweet
Membership Manager,
Member Relations
Director of National Sales - Digital Media
Director of Global Events
Media General, Inc.
Mobile Marketing Association
Senior Director, Sponsorships & Media
Sales
Robin Seasock
Stacey Smith
Procurement Manager
Vice President, Integrated Marketing
Bristol-Myers Squibb Company
MomCentral.com
Maciej Szelazek
MasterCard Worldwide
Andrew Shafer
Jen Soch
Director
Associate Media Director
Derek Thompson
Vice President, IBM Brand Expression
and Global Advertising
Verizon Wireless Inc.
MediaVest
IBM Corporation
Kristi Shafer
Adam Solomon
Brand Manager, Sour Confections
Vice President, Digital Fusion
American Licorice
MTV Networks
Danuta Shasha
James Speros
Vice President, Media
Executive Vice President
and Chief Marketing Officer
ANA
Glenn Roginski
Senior Media Manager
Pfizer Inc
Ann Rubin
Marisa Russell
Category Sales Director, Retail,
Health and Beauty
AOL
Michael Sadicario
Sales Manager
Bloomberg L.P.
Sofia Sanchez
Marketing Manager
The New York Cosmos
Vincent Sauvagnargues
Group Director
MediaVest
Fidelity Investments
David Shiffman
SVP, Director of Research and Analytics
Beng Spletzer
MediaVest
Global Digital Manager
Director, Digital Sales
Robin Stacey Steinberg
A+E Networks
SVP, Director MediaVest Print Services
Mobile Solution Specialist
Mark Stewart
Microsoft Advertising
Vice President, Global Media Services
Kees Schouten
Cellular Telecommunications
& Internet Association
Cara Schultz
Communities & Committees Manager
ANA
Laurie Schulz
Sr. Business Leader
MediaVest
Steven Siegel
Jeff Simmons
Evidon
Johnson & Johnson
Sarah Shriver
Katie Sayles
Fidelity Investments
Director, Product Management
Fidelity Investments
Kraft Foods, Inc.
Director
Solana Stokes
The Procter & Gamble Company
Greg Stuart
Ben Simon
Global Chief Executive Officer
Senior Director, Media
Mobile Marketing Association
Walmart
Andrea Sullivan
David Smith
Executive Director, Client Services
Regional Sales Director, East
Interbrand
InMobi
Visa Inc.
www.ana.net
19
ANA
SVP
Starcom MediaVest Group
Leah Tissi
Manager
Enterprise Holdings, Inc.
Mark Toner
Managing Partner
Source Marketing
Nancy Tortorella
MediaVest
Theresa Tran
Director of Communications
The New York Cosmos
Hal Trencher
Director, Sales
AOL
Tom Troja
Founder
The Social Symphony
Jessica Tugender
Manager, Brand Management,
North America
Westin Hotels & Resorts
Charles Venancio
Vice President, Creative
Fidelity Investments
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Tim Vogel
Jon Zeidman
Director IT
Director of Development
Yum! Brands, Inc.
Ovarian Cancer Research Fund
Leigh Walczak
Bill Zengel
Coordinator, Conferences
Executive Vice President
ANA
ANA
Quentin Walz
Director
Meredith Interactive
Greg Warren
Vice President, Creative Marketing
Walmart U.S.
Rick Weir
Director, B2B Marketing - Mobile & Local
Yahoo! Inc.
Matt Weiss
Chief of Staff
kbs+p
Michael Wendroff
Vice President, Global Category Director,
Men’s Haircoloring
Combe Incorporated
Chinissa White
Senior Media Manager
Walmart Stores, Inc.
Pepper White
Director of Media
Comcast Cable
Veronica Wilson
Director, Business Development
Meredith Corporation
Sue Yun
Loyalty Retention Manager
LifeLock, Inc.
20
www.ana.net
Registration List
2011 ANA Mobile Marketing Conference
presented by MediaVest
Live Streaming Attendees
Anna Bird
Gigi Shamsy-Raye
Analyst
Marketing
Corporate Executive Board
Hewlett-Packard Company: HP
Enterprise Services
Paul Chick
Integrated Production Manager
The Procter & Gamble Company
Danuta Shasha
Vice President, Media
Fidelity Investments
Kate Evans
Senior Associate Director
Boehringer Ingelheim
Pharmaceuticals, Inc.
Candace Watkins
Assoc. Brand Manager Newport Menthol
Lorillard Tobacco Company
Michael Ferguson
Willie Wilkov
Senior Manager, Committees
VP, Marketing Communication
ANA
Learning Curve Brands, Inc.
Sharifah Niles-Lane
Associate Program Manager,
Marketing Communications
Liberty Mutual Group
Praveen Rao
Sr. Business Leader
Visa Inc.
Terri Rechter
Manager, Consumer Marketing
AutoTrader.com, LLC
April Rueppel
Director, Member Relations
ANA
Michael Schwalb
Senior Director, Mobile Strategy
and Network
Tremor Video
www.ana.net
21
23
SPEAKER BIOS
Speaker Bios
2011 ANA Mobile Marketing Conference
presented by MediaVest
Scott Berg
Senior Director, Global
Digital Strategy and hp.com
Hewlett-Packard
Company
www.ana.net
As senior director, global digital
strategy and hp.com at the HewlettPackard Company (H-P), Scott Berg
is responsible for the company’s
digital strategy and ecosystem
management, including social,
mobile, media, and assisting with
the management and development
of hp.com worldwide. Prior to this
role, he was H-P’s worldwide media
director; director of worldwide direct
and database marketing at Compaq
Computer Corporation; and vice
president of advertising and marketing
for Texas Commerce Bank. Mr. Berg
has been honored with numerous
awards including being named 2011
Internationalist Marketer of the Year
by The Internationalist Magazine
and featured in Profiles in Marketing
Excellence. He was BtoB Magazine’s
2007 Marketer of the Year; in 2005,
he was an Advertising Age Media
Maven and the recipient of a Cannes
Gold Media Lion. Mr. Berg currently
serves on the editorial board of The
Internationalist Magazine and on the
board of advisors of the University of
Nebraska’s College of Business. He
holds a bachelor’s degree in finance,
with a minor in economics, and an
M.B.A. from Wichita State University.
Mr. Berg is also a graduate of the
School of Bank Marketing through the
University of Colorado and the Tuck
Online Bridge Marketing Program
through Dartmouth College.
25
Wendy Clark
Senior Vice President,
Integrated Marketing
Communications and
Capabilities
The Coca-Cola
Company
Wendy Clark joined The Coca-Cola
Company in 2008 as senior vice
president, integrated marketing
communications and capabilities.
In her role, she oversees global
design, content excellence, media
connections, interactive and
community marketing, experiential
marketing and partnerships, and
continued advancement of marketing
capability development. Under Ms.
Clark’s guidance, her team achieved
leadership of the Coca-Cola system’s
largest-ever marketing activation for
the 2010 FIFA World Cup in more
than 160 countries. Prior to joining
The Coca-Coca Company, Ms. Clark
had served as senior vice president,
advertising at AT&T and senior vice
president and director of client
service at Omnicom shop GSD&M.
In 2009 and 2010 she was named to
Fortune’s 40 Under 40 list and one
of four Women to Watch. In 2007,
she was inducted into the American
Advertising Federation’s Advertising
Hall of Achievement. Ms. Clark sits
on the ANA and The Jack & Jill Late
Stage Cancer Foundation boards; is
an advisory board member of Canoe
Ventures and IDEO.org; and is on
the board of trustees for the Atlanta
International School. She holds a
B.A. in English from Florida State
University.
Speaker Bios
2011 ANA Mobile Marketing Conference
presented by MediaVest
Edward Martin
Director, Marketing
Excellence and Corporate
Social Responsibility Insights
The Hershey
Company
Ed Martin is director of marketing
excellence and corporate social
responsibility at Hershey. He has
worked for other Fortune 500 firms
including The Kellogg Company, The
Coca-Cola Company, Citigroup, and
Ford Motor Company. Mr. Martin also
serves as senior advisor to the chief
executive officer of Chicken Soup for
the Soul to support military men and
women and their families and works
closely with key foundations such as
Doug Pitts Care to Learn Foundation,
Leeza Gibbons’ Leezasplace.org,
and the William Morris Endeavor
Foundation. He has served as an
advisor to the Millennium Project,
the ambassador of Uganda, and on
many advisory boards over the years
including the Health Store Foundation,
Malaria Foundation, Health People
in the S. Bronx, Harvard AIDS
Prevention Project, University of
Wisconsin Nielsen Center, Medical
Institute, and www.looktothestars.
org. He recently co-chaired the 2010
Parade All American Volunteering
Initiative at the White House and was
elected to the executive board of the
Congressional Committee for Adoption
and the marketing committee of the
Make a Wish Foundation. Mr. Martin
serves pro bono as chief marketing
officer for the Qindred Foundation. He
received a B.A. in psychology from
University of Michigan in Dearborn
and M.B.A. in marketing from Wayne
State University.
Andy McCormick
Vice President, Public Affairs
The Hershey
Company
26
Andy McCormick is vice president,
public affairs, for The Hershey
Company. In this role, he is
responsible for leading Hershey’s
communications, public relations, and
corporate social responsibility teams.
Mr. McCormick’s key responsibilities
include external and internal
communications and the development
and implementation of a global
framework for social responsibility and
sustainability, including responsible
cocoa growing. He joined Hershey
from Pfizer Inc., where he was vice
president, worldwide communications.
Before joining Pfizer, he held
positions at IBM Corporation and
at daily newspapers in Virginia and
Wilmington, Delaware. He has also
worked in Ghana as a U.S. Peace
Corps volunteer. Mr. McCormick
serves on the boards of the World
Cocoa Foundation, the International
Cocoa Initiative, and United Way
of Lancaster County. He holds a
bachelor’s degree from Evergreen
State College in Olympia, Washington.
www.ana.net
Speaker Bios
2011 ANA Mobile Marketing Conference
presented by MediaVest
Russ McGuire
Vice President of Strategy
Sprint Corporation
www.ana.net
Russ McGuire is vice president of
strategy for Sprint. He is responsible
for developing the strategic vision and
strategic framework for the $30-plus
billion telecommunications company.
His experience includes over 20
years in the telecommunications
industry. Prior to joining Sprint, Mr.
McGuire was chief strategy officer
for TeleChoice, the strategic catalyst
for the telecommunications industry.
He also founded or co-founded two
successful technology startups. Mr.
McGuire is the author of The Power of
Mobility, a book about how businesses
can prosper in the mobility revolution.
27
Geoff Ramsey
Chief Executive Officer
and Co-Founder
eMarketer Inc.
In his role as chief executive officer
and co-founder of eMarketer, Geoff
Ramsey is on the cutting edge of new
research trends and best practices,
and he offers a rich understanding
and big-picture perspective of the
digital age and its impact on marketing
and media. Mr. Ramsey leads
eMarketer on its mission to provide
objective intelligence and insights
for marketers, publishers, agencies,
and others in the online marketing
ecosystem. Prior to founding
eMarketer, he worked at several
large New York advertising agencies,
including TBWA and Ogilvy & Mather,
where he ran multinational accounts
for brands including Procter & Gamble
(P&G), Kraft Foods, M&M Mars,
and AT&T. Mr. Ramsey has spoken
at major industry events around the
globe, including the ANA, American
Association of Advertising Agencies
(4A’s), Direct Marketing Association,
Interactive Advertising Bureau, The
Conference Board, and The Economist
conferences as well as at Fortune
100 corporations, including Google,
Yahoo!, and Visa. He is frequently
quoted in The Wall Street Journal,
Forbes, Businessweek, and Advertising
Age. His coauthored book Digital
Impact: The Two Secrets to Online
Marketing Success earned critical
praise from industry leaders. In 2011,
Mr. Ramsey received the ad:tech
Industry Achievement Award.
Speaker Bios
2011 ANA Mobile Marketing Conference
presented by MediaVest
Amanda Richman
President of Digital
MediaVest USA
As president of digital at MediaVest
USA, Amanda Richman heads
the company’s 180-person digital
team, leading digital capability,
investment, and integration for 15plus clients including Coca-Cola,
Procter & Gamble, and Walmart.
Ms. Richman is a member of
MediaVest’s executive and operations
teams. Prior to her current role, she
served as executive vice president,
managing director of digital and
as senior vice president, digital
group client director at MediaVest
on the Procter & Gamble account,
leading the development of digital
strategy, innovation, and portfolio
management for more than 100
P&G brands and delivering unique
digital programs across online video,
mobile, advanced television, social
networks, online gaming, and virtual
worlds—work which was recognized
with P&G’s Global Media Innovation
award in 2007. She has garnered
numerous accolades including
iMedia 25 (2010), Mediaweek All
Star (2009), OMMA All Star (2009),
and Advertising Age 40 Under 40
(2006) recognition. Prior to joining
MediaVest in 2005, Ms. Richman
held several senior development
and management positions at The
Interpublic Group’s interactive firms,
including vice president, account
director at Zentropy Partners. In this
role, she helped launch Microsoft’s
Xbox Live online gaming service and
develop an emerging-media process
and programs for Johnson & Johnson.
Greg Warren
Vice President, Creative
Marketing
Walmart U.S.
28
Greg Warren is the vice president of
creative marketing for Walmart in the
United States, where he oversees
advertising, media, and in-store. In
this role, he leverages his experience
in design, advertising, and media
to define Walmart’s “voice” to the
customer across all touchpoints.
Prior to Walmart, Mr. Warren worked
on the agency side for MediaVest,
Leo Burnett, and Landor Associates,
where he helped build brands for
market leaders including Walmart,
Frito-Lay, Kellogg’s, Capital One, and
The Procter & Gamble Company.
www.ana.net
Speaker Bios
2011 ANA Mobile Marketing Conference
presented by MediaVest
Pepper White
Director of Media
Comcast Cable
www.ana.net
Pepper White, currently serves as the
director of media, for the Comcast
central division which encompasses
nearly 50 markets in the southern
and central parts of the United
States. In her position, she works
with the regions, Comcast corporate,
and media partners to develop all
media strategies and plans as well
as coordinate the execution of all
media buys. Ms. White and her team
are instrumental in helping Comcast
acquire new customers, decrease
churn among current customers,
and provide more education and
awareness on Comcast products
and services. Prior to joining the
central division, Ms. White worked
at MediaVest on the Comcast south
division business with responsibility
for media planning and buying for 34
DMAs. In addition, she also worked
at Comcast corporate headquarters
in Philadelphia as manager and later
director of marketing communications
for Comcast Digital Voice. Ms. White
has also worked with major branding,
marketing, and advertising agencies
in Nashville, Dallas, and Chicago. She
has more than 13 years of experience
in strategic, creative, and media
development. She earned a bachelor
of arts degree in journalism from the
University of Georgia, with a major in
advertising and a minor equivalent in
marketing.
29
31
ANA INFORMATION
Membership Overview
East:: Bill Zengel - [email protected] - 212.455.8022 | Central:: Brian Davidson - [email protected] - 212.455.8012
West:: Tracy Owens - [email protected] - 310.593.4910
ANA connects you to the insights of 10,000 brands—via ONE smart connection
Established in 1910 by marketers for marketers, ANA
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ANA remains exclusively for client-side marketers
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ANA Member Benefits
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Masters of Marketing Conference—ANA Annual Conference
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National Conferences
ANA showcases the trusted voices of the world’s most experienced marketers. Visit, www.ana.net/events for more information on
our upcoming conferences and events.
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Expand your business expertise, empower your professional growth, and develop valuable relationships. Participate in
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Committees (most meetings held in NYC)
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*
Research
Senior Marketers Think Tank
Shopper Marketing
Social Media
Sponsorship &
Event Marketing
TV & Video
MARKETING INSIGHTS
Regional Committees
Agency Relations, West Coast Chapter
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Media, West Coast Chapter
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The Marketing Knowledge Center (MKC) online is a proprietary database with more than 3,700 Insight Briefs, Research Reports,
Snapshots, PowerPoint presentations, ANA Magazine articles, and more. Explore our content at www.ana.net/mkc.
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ANA’s original surveys and reports are based on critical trends and emerging issues facing marketers today. Become a part
of the ANA Survey Research Panel and explore past research at www.anasurveys.net.
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These are collections of the ANA’s best materials on a given subject. The purpose of these easy-to-read guides (which are
available at www.ana.net/insightbriefs) is to give busy professionals high-level insights on a range of timely and important
marketing topics.
34
www.ana.net/membership
ANA Member Benefits
East:: Bill Zengel - [email protected] - 212.455.8022 | Central:: Brian Davidson - [email protected] - 212.455.8012
West:: Tracy Owens - [email protected] - 310.593.4910
* = Complimentary with your membership
PROFESSIONAL DEVELOPMENT
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Member Action Plan (MAP)
Create your annual member action plan—the core of each membership—with your Region Manager. This confidential “contract”
is built specifically to outline how ANA will service your team/organization and help provide solutions to the agreed upon issues
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On-Site Marketing Workshops
An annual complimentary ½ day marketing workshop for up to 25 marketers covering key issues. One of our most popular benefits.
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Nearly every Wednesday—40 or more times a year, ANA offers one-hour Webinars on key industry topics. Participate from
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Seminars
Join fellow marketers to experience seminars that are energizing, interactive and include team and individual exercises. Hear
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Corporate & On-Site Training
The ANA School of Marketing has identified the insights and cutting-edge skills marketers need to face the media and marketing
challenges of tomorrow. ANA can tailor any regularly scheduled marketing training program to fit your unique needs, including
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RESOURCES
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Receive your company’s personalized annual report outlining all products and services used by your organization. Included in
your dues renewal or contact your member relations rep at any time during the year.
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View interviews and presentations from industry experts discussing a wide variety of topics at ANA industry events.
ANA Bookstore
Free e-books including Trends in Agency Compensation, Agency Audits: How to Achieve Success, Please Be Ad-Vised, and
Agency Compensation: A Guidebook are available for download at www.ana.net/ebooks.
Job Opportunities
Are you hiring? ANA members may post a job opportunity on our website for free at www.ana.net/jobpostings/postjob.
ADVOCACY
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Our Washington team protects your right to market your brands and keep your marketing budgets intact.
• Federal & State Ad Tax Bills • Opposing Government Restrictions & Limits on Advertising Disclosures
• Negotiating SAG/AFTRA Talent Contracts • Defending First Amendment Rights
• Creating Industry Guidelines
www.ana.net/membership
35
ANA Conferences, Committees, & Events
Attend incredible ANA events, mingle with industry leaders, and learn cutting-edge
marketing best practices!
NATIONAL
ANNUAL
ANA National Conferences
ANA Annual Conference
MEMBERS
ANA Members-Only Conferences
ANA Committees
36
www.ana.net/events | www.ana.net/committees
ANA Conferences, Committees, & Events
Shape the Marketing Industry Through Participation
www.ana.net/events | www.ana.net/committees
Helping the marketing community stay abreast of cuttingedge trends and best practices are among the activities
for which ANA is best known. Through a comprehensive
program of national industry wide conferences, regional
members only conferences, and various committees,
the ANA brings today’s top marketing insights, brightest
marketers and engaging topics to its members and the
marketing community.
• ANA National Industry Conferences: ANA typically has 8-10 national industry conferences per year. These are open to members and non-
members and registration fees apply. Our signature event is the Masters
of Marketing Annual Conference. Other national industry conferences include the TV & Everything Video Forum, Advertising Financial Management Conference, and Multicultural Marketing & Diversity Conference.
• ANA Members Only Conferences: ANA has 16-20 members-only conferences per year. These are only open to ANA members and ANA’s best sponsors, our Strategic Partners. ANA Members Only Conferences are a benefit of ANA membership; there are no costs to attend. Recent Members Only Conferences themes have included social media, marketing innovation, integrated marketing, and sponsorship.
• ANA Webinar Wednesdays: Nearly every Wednesday from 1-2pm Eastern time, ANA offers a webinar on a key industry topic. These webinars are only open to ANA members and are a benefit of ANA membership; there are no costs to participate.
• ANA Committees: The mission of ANA Marketing & Media Committees is to advance the marketing knowledge of members and provide a forum for peer-to-peer exchange and networking. Increasingly, ANA committees also play thought leadership roles in addressing key industry issues. Participation on ANA committees is a benefit of ANA membership. There are no costs to join or to attend meetings. Each ANA committee meets three to four times a year, usually from 9:30 am to 2:30 pm. Depending on the committee, 10-30 participants may attend-that’s big enough for diversity of opinion yet small enough for more intimate exchange. Members can also participate remotely. Meetings feature a mix of member case studies, perspective from outside experts, and benchmarking/best practice sharing.
A full calendar of conferences, committees, and training events can be viewed on
the following pages...
www.ana.net/events | www.ana.net/committees
37
ANA Events Calendar
Attend incredible ANA events, mingle with industry leaders, and learn cutting-edge
marketing best practices!
Committee Meeting
Training Course
National Conference
Members Only Conference
SEPTEMBER 2011
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Webinar Wednesdays
occur Every Wednesday
(For details, visit, www.ana.net/webinars)
Committee Meetings
20 -Midwest Marketers Committee | Deerfield, IL | 9:00am
21 - Social Media, West Coast Chapter Committee | San Francisco, CA | 9:00am
22 - Advertising Financial Management Committee | New York, NY | 9:00am
23 - Digital Marketing Committee | New York, NY | 9:00am
27 - Sponsorship & Event Marketing Committee | Los Angeles, CA | 9:00am
Members Only Conferences
22 - Customer Loyalty & Engagement Members Only Conference hosted by Hilton Worldwide |
Washington, DC | 8:15am
27 - Integrated Marketing Members Only Conference @ Time Warner | New York, NY | 8:15am
Training Courses
19 - Agency Briefing | New York, NY | 8:30am
Committee Meetings
4 - Social Media Committee | New York, NY | 9:00am
5 - TV & Video Committee | New York, NY | 9:00am
11 - Business-to-Business Committee | New York, NY | 9:00am
12 - Agency Relations Committee | New York, NY | 9:00am
12 - Integrated Marketing Committee | Chicago, IL | 9:00am
13 - Shopper Marketing Committee | New York, NY | 9:00am
13 - New England Marketers Committee | Lexington, MA | 9:00am
27 - Brand Management Committee | New York, NY | 9:00am
National Conferences
20-23 - Masters of Marketing Annual Conference | Phoenix, AZ | 12:00pm
Members Only Conferences
11 - Procurement Day @ BP P.L.C. presented by A+E Networks | Chicago, IL | 8:15am
Training Courses
3 - Media Strategy | New York, NY | 8:30am
3 - Integrated Marketing Communications | New York, NY | 8:30am
3 - Digital/Social Marketing | New York, NY | 8:30am
10 - Engaging with Your Consumer Via Mobile Marketing | New York, NY | 8:30am
Calendar subject to change.
38
www.ana.net/calendar
ANA Events Calendar
Shape the Marketing Industry Through Participation
www.ana.net/events | www.ana.net/committees
Committee Meeting
Training Course
National Conference
Members Only Conference
NOVEMBER 2011
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(For details, visit, www.ana.net/webinars)
Committee Meetings
1 - Research Committee | New York, NY | 9:00am
2 - Production Management Committee | New York, NY | 9:00am
2 - Legal Affairs Committee | New York, NY (Reed Smith) | 10:00am
3 - Media, West Coast Chapter Committee | Union City, CA | 9:00am
10 - Midwest Digital, Social & Mobile Committee | Chicago, IL | 9:00am
15 - Mobile Marketing Committee | New York, NY | 9:00am
16 - Joint Meeting with Digital Marketing & TV Committee | New York, NY | 9:00am
17 - Agency Relations, West Coast Chapter Committee | Los Angeles, CA | 9:00am
30 - Social Media Committee | New York, NY | 9:00am
National Conferences
6-8 - Multicultural Marketing & Diversity Conference presented by Ogilvy | Miami Beach, FL | 12:00pm
Members Only Conferences
15 - Members Only Conference @ Microsoft | Chicago, IL | 8:15am
16 - Members Only Conference: Driving Results—Consumer Insights to Action @ MasterCard
presented by GSN | Purchase, NY | 8:15am
Training Courses
7 - Effective Email Marketing | New York, NY | 8:30am
7 - The Art & Science of Brand Building | New York, NY | 8:30am
7 - Optimizing the Client/Agency Relationship | New York, NY | 8:30am
Committee Meetings
1 - Senior Marketers Think Tank Committee | New York, NY | 9:00am
6 - Advertising Financial Management Committee | New York, NY | 9:30am
8 - Agency Relations Committee | New York, NY | 9:00am
13 - Social Media, West Coast Chapter Committee | Las Vegas, NV | 9:00am
14 - Midwest Marketers Committee | Chicago, IL | 9:00am
15 - Marketing Financial Management Committee | Bay Area, CA | 9:00am
National Conferences
7 - Creativity Conference presented by Yahoo! | New York, NY | 7:30am
Calendar subject to change.
www.ana.net/calendar
Webinar Wednesdays
occur Every Wednesday
39
ANA Marketing Knowledge Center
Access proprietary client-side marketing information, browse or search more than 3,700
marketing insights, or let ANA researchers do the work for you!
?
MKC Online—24/7
ANA “Ask the Expert”
ANA Marketing Insights
ANA Survey Research
40
www.ana.net/mkc
ANA Marketing Knowledge Center
It’s amazing where a simple question can lead. Visit www.ana.net/mkc.
MKC Online—24/7: Search or browse our more than 3,700 insights to find marketing knowledge
that you can’t find anywhere else. www.ana.net/mkc.
ANA “Ask the Expert”: Provides free marketing information reports customized to your needs,
directly to your inbox. Contact Irene Pantazis at 212-455-8072, email her at [email protected],
or visit www.ana.net/asktheexpert to submit your request online.
?
ANA Marketing Insights:
• ANA Snapshots: Snapshots are executive summaries from ANA’s 100+ events. Snapshots provide ANA’s time-pressed members with overviews of speaker presentations and can be
found at www.ana.net/mkc.
• ANA Insight Briefs: Insight Briefs are collections of the ANA’s best materials on a given subject. These helpful resources incorporate information gathered from the ANA’s vast archive of proprietary capital and are available for free member download at www.ana.net/insightbriefs.
• ANA Bookstore: Publications are written by marketing practitioners for marketing practitioners.
PDFs of ANA books can be downloaded for free at www.ana.net/ebooks.
ANA Survey Research: ANA surveys are based on critical industry issues and emerging trends. Clientside marketers can participate by joining the ANA Survey Research Panel at www.anasurveys.net.
Procuremen
t
ANA Key Fin
dings
2010 Surve
y Research
Procuremen
t: The Good
, the Bad, an
d the Ugly
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Be Left Behin
41
ANA School of Marketing
Enhance your professional development, grow your team’s marketing skills, and
learn with the ANA’s School of Marketing!
ANA Webinar Wednesdays
ANA Seminars
ANA Customized Onsite Workshops
ANA Complimentary Onsite Workshops
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ANA School of Marketing
Transforming Marketers into Growth Champions
Visit www.ana.net/schoolofmarketing for details, class and workshop schedules
Training for Individuals:
Wednesday Webinars: Web-based training programs available live each Wednesday at 1pm eastern time
• No additional cost—part of ANA member benefit.
• Individuals or temas can register and participate.
• Past session recordings can be downloaded from ANA’s Marketing Knowledge Center.
Seminar Classes: Sessions for individuals wishing to upgrade or learn a new skill. Classes are taught
throughout the year.
• Special ANA member and team rates.
• One and two day courses—provides personal attention and coaching.
Training for Teams:
Half-day Workshops: Part of ANA membership; each member is entitled to one annual program.
• Offers lecture or facilitated training focus to teach a skill or address/solve a specific internal marketing challenge.
• You choose the course, we bring the knowledge, the insight and the tools to help transform your
marketers into better brand builders.
Customized Programs: Ideal for training groups up to 25 people.
• Courses specifically designed to fit your learning objectives, your budget and your time restrictions (Classes are one day or up to five day boot camp).
• Choose an individual course or let us help you build your own proprietary marketing system designed
to transform your actions into a more effective and efficient process.
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ANA Government Relations
Get involved with public and governmental regulatory issues, support galvanizing
initiatives, and protect your marketing rights with the ANA!
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Self Regulation
Economic Impact of Advertising Study
Privacy Issues
Brand Valuation
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ANA Government Relations
Advocacy on Behalf of the Marketing Industry
2020 K Street, NW, Suite 660, Washington DC 20006 | You can reach us at (202) 296-1883
ANA’s Washington, DC office works to protect
the ability of marketers to communicate
effectively with consumers.
We actively oppose attempts to tax, ban or otherwise overly restrict
the marketing process. Our efforts include educating policy makers
concerning the benefits provided by the advertising industry to
the economy as a whole and to individual consumers. Our strong
support of advertising self-regulation is also central to our efforts.
We regularly represent your interests before:
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The Congress
The Federal Trade Commission
The Federal Communications Commission
The Food and Drug Administration
and other key regulatory agencies
The Courts
State Legislatures and Regulators
THAT WE
S
E
U
S
S
I
G
N
I
S
A DV E R T I
T
N
A
TELY.
T
A
R
I
O
D
P
E
M
M
I
M
I
F
O
S
U
E
AR
ONTACT
C
E
S
A
E
L
IF YOU ARE AW
P
,
N
VOLVED I
N
I
E
M
O
C
E
B
SHOULD
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ANA Collaboration
www.ad-id.org | www.ana.net/afe |
www.ana.net/sag
Ad-ID
Alliance for Family Entertainment
ANA-AAAA Joint Policy Committee
46
www.ana.net
ANA Collaboration
Join ANA marketing initiatives to increase industry effectiveness,
social responsibility, and to ensure a diverse ecosystem!
Quality family entertainment is hard to find, particularly in today’s media ecosystem. The ANA Alliance for
Family Entertainment, a group of leading national advertisers, is working hard to provide consumers with
entertainment options the entire family can watch without anyone being embarrassed or grabbing for the
remote. Family content supported by family brands.
The group began more than a decade ago as the Family Friendly Programming Forum to find solutions to the
lack of primetime programming with multi-generational appeal. Programming that depicted the complex life
of the American family and embodied responsible resolution to issues. In 2008 the coalition changed its name
to the ANA Alliance for Family Entertainment, with an expanded mission of finding, nurturing and supporting
family programming on traditional, new and emerging media platforms.
Ad-ID is a Web-based system accessible 24/7 worldwide that generates a unique identifying code for each
advertising asset, creating a capability to identify them across all media. Using Ad-ID, and promoting the use
of its webservices, greatly improves workflow between agency, advertiser, distributor and medium.
Developed by the Association of National Advertisers, Inc. (ANA) and the American Association of Advertising
Agencies (4A’s), Ad-ID upgrades the previous ISCI commercial coding system and replaces other methods
used to identify advertising assets. Ad-ID is the industry standard identifier for all forms of media.
Current talent payment contracts are based on an antiquated system that has been in place for more than 50
years and does not reflect the tremendous changes that have taken place in the marketing/media landscape.
As part of the 2009 Commercials Contract, the Screen Actors Guild (SAG), the American Federation of
Television and Radio Artists (AFTRA) and the Joint Policy Committee (JPC) agreed to conduct an in-depth
study of the Gross Ratings Point Talent Compensation Model (GRP Model). The goals of the new study
(proposed by Booz & Company) are (1) to create, based on real-time information, a detailed and operational
talent compensation model that could be implemented across the entire TV commercial industry; (2) to
conduct a year-long pilot study on the impact the GRP Model will have on actual talent compensation.
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ANA Social Media
Interact with Industry leaders, ANA staff, and marketing gurus!
facebook.com/ANA
twitter.com/ANAMarketers
youtube.com/ANAMarketers
ANAmarketers
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www.ana.net
ANA Social Media
We want to hear from you
Join the conversation on facebook, twitter, youtube, and linkedin
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Multicultural Marketing –
How important is it?
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Which screen will reign supreme?
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Is it working for you?
• And many more!!!
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49
Marketers’ Constitution
We the members of the marketing community commit to the following key principles to ensure that our
industry thrives and continues to contribute significantly to the health and well being of our society.
1. Marketing must become increasingly targeted, focused and personal.
The future is a world in which consumers receive only messages that interest them­—and only when they are
receptive to these messages. This exciting, controversial, but extraordinarily important world of behavioral advertising offers enormous efficiencies to marketers and immense value to consumers. However, one-to-one
marketing goes beyond just communicating with customers. It encompasses the entire process of customer relationship management—attracting, retaining and growing long-term loyalty.
2. Marketing must build real, tangible and enduring brand value.
Fundamentally, marketing is about building brands and brand value. As an industry, we must focus on taking
strong brands and making them stronger; taking brands that have lost their way and restoring them to prominence; and building new, powerful brands that meet the emerging consumer needs of tomorrow.
3.
Marketing must become more effective - more creative, insightful and accountable.
Marketing effectiveness depends on smart consumer insights that are meaningful, actionable and predictive.
Effective marketing also requires great creative, driven by these consumer insights. Great creative is the inspiration that connects a marketing message to a consumer’s heart and mind; the catalyst that engages, captivates and persuades; and the force that propels brand and business growth. Effective marketing must be reliably and consistently accountable, informing us how well we are building brands and growing business.
4.
Marketing must become more integrated and proficient in managing expanding media platforms.
Marketing must be seamlessly integrated across all media and marketing functions - general advertising, digital, PR, direct marketing, event marketing, social networking and more. Integrated marketing, however, continues to be more talked about than actually implemented. Marketers must strategically approach decisions and media choices in a completely agnostic fashion. Every marketing resource must seamlessly work to build brands and grow businesses.
5.
The marketing supply chain must become more efficient and productive.
Efficiency is different than effectiveness - but just as important. Marketing efficiency enables us to shorten the supply chain, reduce waste and improve productivity. Six sigma, Kaizen and decoupling all work to improve processes, but a fundamental key to supply chain efficiency is to make everything digital. Ad-ID is the foundation of digital workflow throughout the marketing process. Fully embraced by the marketing industry, it will improve the accuracy of reporting and evaluation of advertising assets, affording process improvements and cost savings for everyone.
50
www.ana.net/constitution
Marketers’ Constitution
We will demonstrate our commitment by digitally signing the Marketers’ Constitution
at www.ana.net/constitution or by emailing our name and company to [email protected]
6. The marketing ecosystem - including agencies, media and suppliers - must become increasingly capable.
Today’s marketing ecosystem comprises a complex, interconnected community of advertising agencies, media organizations, research firms, production companies and other resources that support marketers’ needs to build their brands and grow their businesses. Marketers need these partners to continuously create new ideas
and competencies, such as powerful branded entertainment vehicles, thought-leading intellectual capital, breakthrough licensing opportunities and ingenious media packages.
7.
Marketing professionals must become better, highly skilled, diverse leaders.
As we prepare for the future, we must cultivate the talents, skills and continuous development of marketing professionals. We must attract and nurture people who are customer-centric, holistic, innovative, creative,
articulate, effective and results-obsessed team leaders in everything they do. We must also embrace diversity,
a vitally important factor in reaching and influencing consumers from culturally different backgrounds, perspectives and persuasions. Diversity contributes to a more inspiring and creative environment - one that
is better able to build brands and businesses.
8. Marketing must be indisputably socially responsible.
Consumers must have trust that the companies they choose to do business with respect their personal values
and are sensitive to larger societal issues. As an industry, we must continue to commit resources to socially responsible endeavors like the ANA Alliance for Family Entertainment, the Children’s Food and Beverage Initiative,
the Partnership for a Drug-Free America, the Ad Council and the industry-wide marketing principles to protect consumer privacy in ad-supported interactive media. The future of marketing depends upon us behaving and acting in the best interests of society.
9.
Marketing must be unencumbered by inappropriate legislation or regulation.
We must protect marketing’s First Amendment rights, even with regard to controversial products. In addition,
we must vigorously work to defeat proposals for taxes on advertising and efforts to alter its 100 percent tax deductibility. Finally, we must continuously strengthen our exemplary record of self-regulation - a record that dates back over 40 years to the creation of the National Advertising Review Council and the Children’s Advertising Review Unit. They are the model for how our industry must operate in the increasingly complex, politically charged environment of today and tomorrow.
10. The marketing discipline must be elevated and respected.
As an industry, we must continually underscore the fact that nationally, marketing generates over $5 trillion in economic activity, or approximately 20 percent of total U.S. economic activity. Sales of products and services stimulated by advertising support 21 million jobs, or 15 percent of the total jobs in the country. Building respect for marketing’s immense economic impact will ensure that we attract the best and the brightest to our profession. The future rests on a new, motivated, creative and committed generation of marketing leaders.
www.ana.net/constitution
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