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2011 ANA Digital
& Social Media
Conference
presented by
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Thursday, July 14, 2011 | New York, NY
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Table of Contents
2011 ANA Digital and Social Media Conference
presented by Meredith
Agenda .................................................................................. Page 5
Registration List ..................................................................... Page 13
Speaker Bios.......................................................................... Page 27
ANA Information .................................................................... Page 35
Sponsor Information .............................................................. Page 59
www.ana.net
3
5
AGENDA
Agenda
Text in your questions at any time throughout the conference!
Text digital [a space] then your question to 66937.
Overview
Agenda
DIGITAL AND SOCIAL MEDIA
CONFERENCE
pRESENTED bY MEREDITH
breakfast (7:30 am)
Sponsored by appssavvy
The ANA Digital & Social Media
Conference is a must-attend
event for anyone who is trying to
navigate their brands through this
ever-changing media landscape.
Digital media has become a part of
consumer’s daily lives and they have
become accustomed to viewing
content and connecting with people
wherever and whenever they want.
Social media and viral videos have
especially exploded in the last few
years. Despite this rapid growth,
clients have many questions and
their issues include measurement,
agency selection, internal org
structure, and relinquishing control
to the consumer while trying to
influence the dialogue.
WELCOME
Robert Victor
Vice President, Product and Strategy
appssavvy
General Session (8:30 am)
OpENING REMARKS
Dan Jaffe
Executive Vice President, Government Relations
ANA
GAp bRAND INVITES SHOppERS
TO MAKE A DEAL THROUGH
SOCIAL MEDIA
Gap is one of the brands leading
the revolution to change the way
consumers shop and find deals.
Gap Brand achieved record sales in
one day as the first national brand
to launch a deal on Groupon. Gap
Brand is also taking advantage of
location-based technology as they
have teamed with Foursquare and
with Facebook Places and Deals on
their highly successful one-day free
jeans giveaway. The recent launch
of gapmyprice.com is another way
to offer customers an opportunity to
make a deal and bid their own price
for Gap products.
Learn how Gap Brand uses digital
and social media to connect with
their deal-hungry consumers.
You will also hear how Gap Brand
listened to their customers after their
controversial logo announcement
on Facebook last year.
HOST:
Michael Donnelly
Group Director, Worldwide Interactive Marketing
The Coca-Cola Company
Chris Gayton
Senior Director Marketing
Gap, Inc
Summer Riley
Director, Customer Relationship Marketing
Gap, Inc
www.ana.net
7
Agenda
Text in your questions at any time throughout the conference! Text digital [a space] then your question to 66937.
Agenda cont.
DOMINO’S USES DIGITAL AND
SOCIAL MEDIA FOR THEIR “pIZZA
TURNAROUND”
VISA: ELEVATING SpORTS
SpONSORSHIpS THROUGH SOCIAL
MEDIA ENGAGEMENT
Domino’s was tired of hearing
customer feedback and research
that told them people didn’t like
the taste of their pizza. Instead of
defending themselves, Domino’s
made the tough decision to be open
and honest with their customers that
their product needed improvement.
They developed a self-deprecating
“pizza
turnaround”
campaign
which depicted consumers vividly
describing how bad the pizza was
and then introduced the reformulated
version. Domino’s relied heavily on
social media and developed a social
microsite, pizzaturnaround.com. This
included a live Twitter search stream
which provided Domino’s a great
customer service and listening tool
while allowing customers to naturally
act as advocates for Domino’s new
product who helped convince others
to try it. Discover how Domino’s
honesty paid off with the most
effective ad campaign tested in years
and strong sales increases.
For more than two decades, Visa
has successfully utilized traditional
marketing channels such as
television and print in support of its
sports sponsorships to connect with
fans, raise brand awareness and
highlight the benefits of its products
and services. Enter 2010, a year
in which two international sporting
events - the Olympic Games and
FIFA World Cup - would capture the
attention and hearts of audiences
worldwide. With a tremendous
opportunity on the horizon, Visa
evolved its marketing strategy to
take advantage of the increasingly
valuable and powerful role that social
media plays in fostering conversation
among fans and connecting with
consumers directly.
Dennis Maloney
Vice President, Multimedia Marketing
Domino’s pizza
Q&A SESSION
David Goetzl
Senior Editor
In this session, Visa will discuss key
learnings and successes from the
Olympic Games, FIFA World Cup and
NFL, the benefits of partnerships
within social media (e.g. Twitter,
Facebook) to relevantly insert a
brand into existing fan dialogue, the
engagement and utilization of widely
known spokespersons to amplify
consumer involvement across social
media channels and the role of social
media within Visa’s overall marketing
mix.
Jennifer bazante
Head of Global Brand and Sponsorship Marketing &
Strategy
Visa Inc
Q&A SESSION
Kunur patel
Reporter
Advertising Age
Addressing the challenge in its
approach to the activation of each
of its major sports sponsorships in
2010 (which includes the NFL in
the U.S.), Visa executed integrated
marketing campaigns Go World
(Olympic Games), Go Fans (FIFA)
and Go Fans (NFL) which each
relied heavily upon social media
channels to extend its message and
connect with fans and cardholders
worldwide.
Mediapost
8
www.ana.net
Agenda
Agenda cont.
LOWE’S CREATIVE IDEAS: ENGAGING
AND INSpIRING DIYERS IN A DIGITAL
& SOCIAL WORLD
Each day, millions of eager DIYers
turn to Lowe’s® Home Improvement
contemplating what they need to
fix, build or create to make their
home their own. Lowe’s is helping
more than 3 million of these
valuable customers by providing
innovative ideas and simple, stepby-step instruction through the
Lowe’s Creative Ideas multi-channel
franchise. Lowe’s helps DIYers from
beginner to advanced levels find
personal enjoyment, satisfaction
and success with their home décor,
remodeling, landscaping or specialty
projects through unique content
and simple solutions. Learn how
the franchise differentiates Lowe’s
across print, digital and social
channels - establishing Lowe’s as
the go-to resource for millions.
Sandy Culver
Consumer Marketing Director, Creative Ideas
Lowe’s Companies, Inc.
Q&A SESSION
Lunch (12:45 pm)
Sponsored by Meredith
CONTENT IN A SOCIAL WORLD
Every brand wants to create content
that will engage their consumers
continuously and with the most
relevance. Social media enhances
this ability by allowing consumers
to access and share information
through a variety of devices, when
and where they want. Social media
is no longer a singular experience,
but rather has expanded to become
part of the consumers’ overall
digital experience and connection
to the brands. Forrester will discuss
how content drives relevant social
experiences and the impact on
brands from a loyalty and sales
perspective. The presentation will
also cover market trends and provide
examples and case studies of those
brands leveraging the social channel
most effectively.
Melissa parrish
Analyst serving Interactive
Marketing Professionals
Forrester Research, Inc.
Jack Myers
Publisher, Chief Executive Officer
Jack Myers Media business Report
www.ana.net
9
General Session Cont. (2:00 pm)
HOW RADIOSHACK IS LEVERAGING
SOCIAL MEDIA TO CREATE
CONNECTIONS AND DRIVE GROWTH
As RadioShack continues to build its
brand and position itself as a leader
in mobility, they made a conscious
decision to focus on social media in
2010 - not because it’s the newest
shiny object, but because the
channel provides a real opportunity
to engage with current and potential
customers. RadioShack’s focus on
innovation led to successful and
unique partnerships with Facebook,
Twitter, and Foursquare. In this
session, RadioShack will share their
key learnings and insights in social
media and what they are excited
about in 2011.
Adrian parker
Director, Social Media and Digital Strategy
RadioShack Corporation
Agenda
Agenda cont.
THE NEW HIERARCHY OF
ENGAGEMENT
With millions of customers in more
than 220 countries and more than
8.5 million shipments a day, FedEx
understands the power of connection
and the evolving trends in customer
dynamics. FedEx also recognizes the
critical role employee engagement
plays in building brand loyalty. Join
FedEx as they discuss how digital
media is the intersection for internal
and external communications and
how social media is creating a
new hierarchy in capabilities and
competencies across all customer
focused disciplines. In this session,
discover how FedEx is expanding
employee skill sets, building team
structures and working across
functions to ensure collaboration
on social media projects and drive
meaningful and sustainable streams
of engaging content.
12 WAYS TO MONETIZE SOCIAL MEDIA
A recent survey from the TSIA
around social media states that
68% of companies don’t know or
can’t measure the fact that they’ve
received an ROI when it comes to
an investment in social media. Most
marketers have been focused on
finding the right tools when in reality
it’s the approach that is the problem.
There are numerous approaches that
could deliver ROI in Social Media
depending on your organization. In
this presentation, you will discover
a dozen opportunities to monetize
social media and learn how best of
breed organizations are managing
this channel to deliver strong ROI.
paul Dunay
Chief Marketing Officer
Networked Insights
Conference Adjournment (4:30 pm)
Renée L. Horne
Director, Digital & Social Media Engagement
FedEx
Q&A SESSION
Kunur patel
Reporter
Advertising Age
10
www.ana.net
Notes
www.ana.net
11
Notes
12
www.ana.net
13
REGISTRATION LIST
Registration List
Gordy Abel
Jessica Alvarado
Jorge Avalos
Ken beaulieu
Director, Global Media
Associate Manager,
ANA School of Marketing
Marketing Associate III
Chief Content Strategist
Amway Corporation
ANA Magazine
Jack bamberger
Zach bechtel
Chief Client Officer
New Media Coordinator
Appssavvy
NbCUniversal
Maureen barker
Jeffrey behrens
Marketing Manager
Digital Marketing Manager, Marketing
Fidelity Investments
The Nielsen Company
Doug barrett
Suzanne bell
Vice President, Sales, East
Account Manager
Appssavvy
Meredith Corporation
David bartlem
Nadja bellan-White
Director of Research
and Sales Development
Senior Partner, Managing Director
blackRock, Inc.
Cristina Abella
ANA
Senior Account Executive,
Strategic Clients
Ray Amati
Undertone
Mars Incorporated
Kristen Abramo
Nicole Ames
Vice President, Global Digital Marketing
Co-Founder & Principal
MasterCard Worldwide
Twist IMC
Roger Adams
Maria Anatro
Senior Vice President,
Director, Digital Marketing, Marketing
USAA Corporate Services
Celiena Adcock
Media Director
The Nielsen Company
James Anderson
Client Partner
Director, Integrated Marketing
& Promotions
Facebook
Turner broadcasting System, Inc.
bryan bartlett
Khatidja Ajania
Georgine Anton
Director, Agency Relations
Senior Vice President
Evidon
Meredith Integrated Marketing
patrick Albano
Karen Antuzzi
Senior Director, Social Sales
Digital Marketing Director
Yahoo! Inc.
Time Inc.
Syed Hashim Alhadad
CARA COM MY MEDIA SDN bHD
Allen, Katie
brown-Forman beverages
Worldwide
Kristen Alliger
Assistant Vice President
T. Rowe price
Investment Services
Jennifer Altimore
Site Content Manager
Kennametal, Inc.
www.ana.net
GSN
Analyst, Marketing
The Nielsen Company
Avideh bashirrad
Deputy Director of Marketing
Random House
Sherylle bates
Debbie Aroff
Manager Representative Experience
Avon products, Inc.
Senior Manager Brand Marketing
Random House
Jennifer bazante
Fernando Arriola
Ogilvy & Mather
Alice bello
Vice President
bank of New York Mellon
Grace bello
Manager/Copywriter
ANA
Alex bengzon
Digital Account Executive
A+E Networks
brandon berger
Chief Digital Officer
Senior Director, Media Services
Head of Global Brand and Sponsorship
Marketing & Strategy
Ogilvy & Mather
ConAgra Foods Inc.
Visa Inc.
paul bernasconi
Stephanie Atkinson
Jon beauchamp
U.S. Advertising Manager
Digital Media Solutions
American Express Company
SymphonyIRI Group
brendon Augustine
Account Executive
Christopher beauchemin
Yahoo! Inc.
Marketing Specialist
United States postal Service
15
Creative Director, Partner
ml rogers
Lori bernstein
Marketing Manager
Time Inc.
Registration List
Jp biamby
DailyDOOH.com
Tricia binder
Relationship Marketing Manager
S.C. Johnson & Son, Inc.
Anna bird
Analyst
Corporate Executive board
Elizabeth birenbaum
Vice President, Global Interactive Mktg
Len blaifeder
Vice President, Director of Advertising
Sarah blasi
Analyst, Field Marketing
A&W Restaurants, Inc.
Tammy board
Director, Marketing Technology
& Digital Compliance
brown-Forman Corporation
Kate boltin
Lead Interactive Marketing Analyst
Nick boyiantzis
Account Executive Digital
GSN
Andrew brennan
Vice President, Global Strategy,
Advertising and Design
Campbell Soup Company
Lisa brewer
Lucile Callahan
Don Challis
Senior Manager, Digital
Audience Development
Vice President, Advertising
Senior Vice Presient,
Time Inc.
Tara briganti
pfizer Consumer Healthcare
Almar Cambronero
berkeley College
Account Executive, Lifetime
Elise Chang
Vice President, Advertising Sales,
Eastern Region
A+E Networks
Marketing Manager
GSN
Kerry Camisa
Laura brill
Account Director
Ogilvy Healthworld
David brown
Senior Vice President, General Manager,
Valerie brown
Vice President, Client Strategy
AgencyNet
brandon broxey
Creative Buyer
Target Corporation
Megan bundy
Thrifty Car Rental
Senior Manager, Consumer Marketing
Kimberly Chastang-Lee
International Speedway
Corporation
Manager of Global Procurement
Scott Campbell
Jennifer Checkner
General Manager
Mattel, Inc.
Senior Producer
Colgate-palmolive Company
CNN Ad Sales
Kim Canfield
David Chiang
Marketing Director
Marketing
Yum! brands, Inc.
Odette Canton
Winnie Ching
Manager, Integrated Marketing Solutions
Senior Marketing Director
bayer Corporation
The Nielsen Company
Orla Carey
Elizabeth Chiu
Manager, Advertising and DM
Digital Associate
Tourism Ireland
blackRock, Inc.
bbDO Worldwide, Inc.
Michele Carr
Lisa Church
Nathan burgess
Senior Manager, Global Sponsorships
& Entertainment Access
eMarketer, Inc.
Vice President, Account Director
Reporter
pRbreakfastClub.com
Susan burke
Senior Manager, Knowledge
and Research Specialist
ANA
Alexis buryk
Senior Vice President, Advertising
The New York Times Company
President
Dan Clifford
pablo Carreno
AVP, Marketing
Global Category Group
Manager, Marketing
Victoria`s Secret
Nokia
Kelly Colbert
Director
Jesse Catlin
Wellpoint, Inc.
Business Development Manager
EMarketer, Inc.
Kelle Coleman
Manager, Industry Relations
Nivedita Chakravorty
The Nielsen Company
Senior Brand Manager, Ragú
Unilever
Tim Collins
Experiential Marketing
Wells Fargo & Co.
16
www.ana.net
Registration List
Stephanie Connolly
Jay Crutcher
Cynthia Del Rosario
Heather Dudley
Vice President Marketing Solutions
Marketing Manager,
Chief Marketing Strategist
Marketing and Sales Director
Microsoft Advertising
TEAM
isd inc.
Christy Conrad
phaedra Cucina
bruce Deutsch
Marjorie Dufek
Vice President, Corporate
Communications
Senior Manager
Sales Executive
Interactive Marketing Director
Dell Inc.
persuadable Research
Corporation
Enterprise Holdings, Inc.
Jacqueline Corbelli
Sandy Culver
bill Duggan
Chief Executive Officer
Customer Marketing
Director, Creative Ideas
Mariana Dimitrova
brightLine partners LLC
Lowe’s Companies, Inc.
Ogilvy & Mather
Sean Corcoran
Chris Cunningham
Senior Analyst, Research,
Interactive Marketing
Co-founder and Chief Executive Officer
Forrester Research
patrick Corr
Executive Marketing Director
Appssavvy
OwnerIQ
Maria Correa
brian Davidson
Mid-market Advertising Manager
Vice President, Member Relations
IbM Corporation
ANA
Mike Cox
Daniela De Simone
Senior Strategic Planner
North American Digital Media Manager
Modea
Reckitt benckiser
Michelle Cracraft
Sabrina Dee
Marketing Associate
Unilever bestfoods
North America
blue Calypso
Christina Cranley
Vice President, Integrated Sales
Martha Stewart Living Omnimedia
Estee Cross
Director, Digital Sales Development
Michael Donnelly
Networked Insights (NI)
Knowledge and Research Specialist
Group Director, Worldwide
ANA
Coca-Cola Corporation
Jeff Dusing
Communications Manager
Caroline Douglas
Modular Space Corporation
Marketing Communications Manager
Dow Jones & Company
barry Dvoracek
Director, Marketing and Communications
Sheila Dowd
Enterprise Holdings, Inc.
Managing Director
ApR
Ernesto Echeverri
Manager, Global Digital Marketing
Frances Draugh
Administrative Assistant
Verizon Wireless, Inc.
MARK EGMON
Megan Dearing
Keri Dreyer
Advertising Assistant
Shopper Marketing Analytics Manager
Tourism Ireland
Jesse Debear
Park School of Communications
Ithaca College
Stacy Debroff
Founder and Chief Executive Officer
TEAM
Coco Duan
Steve Einig
Energizer Holdings
Jen Duddy
Melanie Eisenberg
A+E Networks
17
Director, Marketing
Reckitt benckiser
Vice President, Digital Ad Sales
MomCentral.com
Vice President, Marketing
Communications & Brand Management
Unilever United States, Inc.
Brand Manager - Health Care Innovation
Rodale
www.ana.net
Senior Associate
Sumitra Duncan
Robert Daniel
Myxer
Ogilvy & Mather North America
Terry Dolan
Director, Advertising Sales
ANA
paul Dunay
Executive Vice President, Advertising
Sales
Lauren Crampsie
Group Executive Vice President
Account Manager
eMarketer
Registration List
Anders Ekman
paul Fiarkoski
Cynthia Galbincea
David Goetzl
President/CEO
Senior Marketing Mgr
Senior Editor
performant LLC
TIAA-CREF
Executive Director, Marketing
Communications
bryan Eldring
Kim Field
Managing Director, Meredith 360
Account Executive, Lifetime
Mark Galliher
A+E Networks
Director, Member Relations
Shana Erber
Lisa Figel
Account Director
Associate Director, U.S.
Agency Procurement
barry Garbarino
Senior Director of Marketing
Senior Director, Marketing
and Media Committees
Johnson & Johnson
ANA
ANA
Javier Figueroa
Janice Garjian
Ann Marie Gothard
Droga5
Marketing
Meredith/Lowe’s Account
Andrew Essex
Justin Evans
Yum! brands, Inc.
Cleveland Clinic
ANA
Mediapost
Elysa Gonzalez
Senior Vice President, Marketing
Active International
Marni Gordon
Chris Gayton
Mount Sinai Medical Center
Audience Development
Karen Firda
Collective
pepperidge Farm, Inc.
Gap Inc.
Manager, Integrated Marketing
Lynette Green
Interactive Marketing Manager
brian Gearhart
West Main Interactive
Lead Communications Manager
Sabrina Evans
Michael Flynn
Executive Director, Brand Marketing
ABM, 57 Sauce
H. J. Heinz Company
bruce Fagerstrom
peter Fontana
Senior Vice President, Group Director
National Sales Director - Digital Media
TargetCast tcm
Rainbow Media
Unilever United States, Inc.
Scott Gelbert
Shaela Greenfield
Johnson & Johnson
Director Digital Strategy
Merkley+partners
J.J. Gilmartin
Group Creative Director - Interactive
Duke Fanelli
Willette Francis
Marketing & Communications
Junior Copywriter
ANA
George Faulkner
Digital & Social Media Program Manager
IbM Corporation
Karen Fendrich
Senior Manager
Nokia Inc
ANA
Allen Ginsberg
ING Americas
Director, CBS Connections
CbS Television
Alison Giordano
Vice President, US Sponsorships
John Fredette
Manager, Branded Content
IbM Corporation
pattie Glod
Frank Friedman
Marketing and Media
Limited brands, Inc.
Senior Manager, Committees
Director of Local Broadcast
ANA
Optimedia
Jeffrey Godish
Michael Ferguson
Social Media Manager
bazaarvoice
Fidelity Investments
Media Consultant
Naomi Fraser
Ian Greenleigh
Group Leader, Digital
H. J. Heinz Company
18
Stacey Greenman
Managing Director,
Meredith 360 Marketing
Mark Grieco
Group Account Director
Modea
Erin Griffith
Reporter
ADWEEK
perianne Grignon
X+1
www.ana.net
Registration List
Jessica Grodzki
Alexa Harnett
Shoshana Hochdorf
Andrea Javor
ERSP Advertising Review Specialist
Digital Event Marketing Specialist
Account Executive
Senior Manager, Digital & Media
National Advertising
Review Council
Mercedes-benz USA, LLC
CooperKatz & Company, Inc.
beam Global Spirits & Wine, Inc.
Rhoda Harper
Melissa Hodder
Carrie Kabat
Director
Marketing Assistant
Media Relations Supervisor
Vice President Business
& Creative Strategy
United parcel Service, Inc. (UpS)
TJX Companies, Inc.
Team/Talent Solutions
John Havens
Charlie Holiday
Stephanie Kahn
MDirector, Business Development
Ruchi Gupta
Executive Vice President,
Corporate Interactive
Assistant Brand Manager,
GMDP Program
Marcelle Gruman
Senior Manager
American Express Travel Related
Services Company, Inc.
Demand Media
porter Novelli
Renée Horne
Director, Digital and
Social Media Engaement
Lisa Kalfus
Vice President Sales, New York
Appssavvy
FedEx
peet`s Coffee & Tea, Inc.
Janique Helson
Janis Howard
Jennifer Kasper
Managing Partner
Virtual Trainer / Sr Planner
Eric Hadley
ml rogers
Avon products, Inc.
GVP, Digital Media & Multicultural
Marketing
General Manager Worldwide
Marketing Microsoft Bing
Mark Herlyn
Kathleen Hunter
Vice President
Mark Kasperowicz
ANA
Global Digital Marketing Manager
Maria J. Herrera
Mindi Ikeda
Director of Community Relations
Vice President Digital Communications
Katrina Kibben
Latino Family Media
Optimedia
Social Media Manager
Manager, Creative Operations
Aaron Herrington
Carole Irgang
Capital One Services, Inc.
Director of Client Services & Co-Founder
Founder
Gary Kibel
Modea
Red Shoes Marketing
Partner
Director
Mary Alice Hewitt
Andrew Isaac
blackRock, Inc.
MBA Candidate With
Global Consumer Insights
Director
Scott Klass
Jennifer Hall
Hasbro, Inc.
Nokia Inc
brandon Gutman
Liza Heller
Senior Marketing Manager, Retail
Columnist
brand Approved.com
Microsoft Corporation
Cindy Haffey
WomensRadio and
WomensCalendar
Kathy Haigler
Jonathan Haley
David Iudica
Social Media Marketing Manager
Dow Jones
Katharine Harding
Vice President
Victoria’s Secret
Sheryl Harkins
Mindy Hines
Keurig, Inc.
MTV Networks
The Nielsen Company
www.ana.net
19
Davis & Gilbert LLp
Evidon
Mindel Klein
Marketing Director
ANA
Vice President, Sales
and Marketing Ad Solutions
Care.com
Yahoo! Inc.
Government Relations
Senior Director, Digital Fusion
ALCOA Inc.
Director, Strategic Insights & Research
Dan Jaffe
Jaime Hintz
Macy`s
Registration List
Fredrick Knecht
Thomas Lamb
Chris Lindquist
peter Marinello
Senior Production Manager
Group Account Director
Account Director
ANA
merkley + partners
Warner bros. Digital
Director of the Electronic Retailing
Self Regualtion Program
bob Knorpp
Jennifer Lambert
Elyse Lipman
Host
Social Media Specialist
Research Analyst
The beanCast Marketing podCast
Keurig, Inc.
InterbrandHealth
Han Ko
John Lang
Karen List
Director, Web Marketing
Regional Director
Director, Agency Relations
Consumers Union, Inc.
Todd Kolm
brian Lange
Conchita Lockhart
Director, Emerging Channel Strategy
Marketing Director
Senior Director, Advertising
pfizer Inc
GlaxoSmithKline
ConAgra Foods Inc.
Daniel Korn
Michael Law
Eileen Loustau
New Business Manager
Director, Media
Director, Client Education
Ogilvy & Mather
pfizer Inc
blackRock, Inc.
pamela Kornfeld
James Lee
James Low
Director, Green Product Management
Director
Director of Marketing
American Express bank, Ltd.
Cognizant Technology Solutions
Kraft Foods, Inc.
Lauren Kralize
Mark Leighton
Frank Lubsey
Account Manager
Interactive Marketing Manager,
Global Advertising
Promotions Assistant
National Advertising
Review Council
Greg Markant
Associate Manager, Committees
Facebook
Rachel Krouse
Account Supervisor
Jorge Leon
bbDO Worldwide, Inc.
Group Category Manager - Agencies
Terri Labrecque
Johnson & Johnson
Vice President/Advertising
Andrew Levi
Kathleen LaFave
blue Calypso
Director
Amie Ley
Director of PR/Social Media
Ryan LaFleur
Smith brothers Agency
Brand Manager, Social and Digital Media
Larry Lieberman
Dunkin Donuts, Inc.
SocialVibe
H. J. Heinz Company
Dustin Lyle
Sr Analyst Strat Source & Sply
Gap Inc.
Clive Maclean
Euro RSCG 4D Discovery
Dennis Maloney
Vice President, Multimedia Marketing
Domino’s pizza
David Manzo
Media Manager
IbM Corporation
Nathalie Marcoux
Board Member
Transcontinental
20
ANA
Lisa Marrone
bain & Company
Edward Martin
Director, Marketing Excellence
and CSR Insights
The Hershey Company
brylee Maxfield
Contractor, Social Media
Liberty Mutual Group
JR McCabe
Vice President, Business Development,
Meredith Video Studios
Katelin McCahill
Brand Marketing Associate
Amway Corporation
brad McCormick
Corporate Interactive
porter Novelli
Julia McCracken
Marketing Coordinator
Disc Makers
Suzanne McDonnell
Senior Vice President, Digital Fusion
MTV Networks
Kristen McDonough
Senior Director, Conferences
ANA
www.ana.net
Registration List
Michael McDowell
Eric Miller
Vida Mylson
Amanda Olcott
Manager, Shopper Activation
Brand Manager
Vice President Sales East
Manager, Global Promotions
Sara Lee Corporation
Automatic Climate
appssavvy
Marriott International, Inc.
Justine McGrath
Joanna Miller
John Nardone
Chris Oliver
Associate Media Director
Senior Associate, Creative
Managing Director, Loyalty
Optimedia
Capital One Services, Inc.
X+1
Euro RSCG 4D Discovery
patricia McGreal
Colleen Milway
Lesley Neadel
Connie Olsen
Interactive Marketing Manager,
Soup/CK.com
Global Media Director
Account Executive
Director, Brand Development
& Communication
Adam Mirabella
Luna Newton
Nadine McHugh
Vice President, Global Media
Kelly McKenzie
Senior Manager, Brand Marketing
Marriott International, Inc.
Lauren Mcpartlan
Associate Internet Manager
Ann Mecca
Global Director, Digital Marketing
Nokia Inc
Janet Nicolini
Robert Moorman
Senior Manager Integrated Marketing
Merkley + partners
Jen O’brien
Yoandra Mordan
Account Director
Finance Manager
Ogilvy Helthworld
Johnson & Johnson
Connie O’brien
AXA Equitable
Alex Morrison
Director
Vice President, Consumer
and Brand Strategy
AgencyNet
Jim Olsen
Energizer Holdings
Takashi Omura
Chief Operating Officer
GlobalWorks Group LLC
Ellen Oppenheim
Founder
Oppenheim Media Consulting
Simone Oppenheimer
Blog Editor
brian O’Connell
The beanCast Marketing podCast
Vice President, Advertiser Services
Meghan Mehrens
Yum! brands, Inc.
Chris Mellow
Director, Concept & Experience Design
interTrend Communications
Christian Meyer
Senior Vice President, Marketing
GSN Digital
Lisa Miano
Interactive Marketing Analyst
International Speedway
Corporation
The Nielsen Company
Kirk Mosel
ACD
Director, Strategic Communications
Merkley and partners
Deirdre O’Connor
EMarketer, Inc.
Sales Director, East
Appssavvy
Kimberlee Mulherin
Digital SME
Joan pagliocco
Associate Director
ApR
Mary O’Shea
Verizon Wireless Inc.
Advertising & DM Executive
Chris Mycek
Tourism Ireland
Marketing and Development
b.L. Ochman
Adrian parker
Director, Social Media & Digital Strategy
IMC2
RadioShack Corporation
Blogger
Jack Myers
Publisher, Chief Executive Officer
Jack Myers Media business Report
What’s Next blog
Melissa parrish
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Analyst Serving Interactive
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Forrester Research, Inc.
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Advertising Age
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Kraft Foods, Inc.
Senior Vice President Director
of Digital Strategy
Simon pearce
Ron Quartararo
Thomas Repicci
Partner
Managing Principal, Retail Media,
Sports & Entertainment
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Heather Romero
Octagon Entertainment
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Lippincott
Michael peiffer
Verizon business Strategic Global
Services
Christine Richard
22squared
bank of America Merrill Lynch
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The Hershey Company
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berkeley College
Marketing Assistant
borja perez
Team Leader, Consumer
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Hershey Entertainment & Resorts
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Solutions and Digital Media
pfizer Inc
Telemundo Network Group, LLC
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Associate Director, Global
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Johnson & Johnson
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Marketing
Novartis Consumer Health, Inc.
Regional Marketing Manager
Dow Jones & Company
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H. J. Heinz Company
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ANA
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Johnson & Johnson
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The Nielsen Company
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ANA
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EMarketer, Inc.
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S.C. Johnson & Son, Inc.
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Marketing, Marketing
Public Relations Specialist
Kati prause
Forbes
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CHQ Advertising
IbM Corporation
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CMO Network Editor
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ANA
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Director, Global Digital Marketing
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Global Category Manager
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bubba brands, inc.
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President/Chief Executive Officer,
Mike Rogers
MRA Advertising/ production
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President
ml rogers
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Seth Rogin
Vice President, IBM Brand Expression
and Global Advertising
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IbM Corporation
Dan Rubin
Director Digital Strategy
22
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Account Director
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& Business Development
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Zeta Interactive
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Yahoo! Inc.
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bSH Home Appliances Corp.
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Amtrak-National Railroad
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Partner
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Manager, Consumer
brandon Snow
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23
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DDb Worldwide
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CNN
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Advertising & Brand Integration
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Gfk MRI
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bank of America
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24
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GSN
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pfizer Inc
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Green Is Universal Digital Producer
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eMarketer
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payless ShoeSource, Inc.
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berkely College
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Meredith Women’s Network
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Rhea + Kaiser
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International
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Administrative Assistant, Director
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Home Depot, Inc.
blogHer
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Vice President Digital Live Streaming
blackRock, Inc.
Ian Wolfman
imc2
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Director of Advertising and Marketing
Georgetown University
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Assistant Manager,
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Senior Director, B2B Insights Marketing
Scott bush
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Director of Brand
and Multicultural Marketing
Live
Streaming
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25
27
SPEAKER BIOS
Speaker bios
Jennifer bazante
Head of Global Brand and
Sponsorship Marketing and
Strategy
Visa Inc.
www.ana.net
Jennifer Bazante is head of global
brand and sponsorship marketing
and strategy for Visa Inc. She is
responsible for brand strategy,
marketing, and developing the
integrated marketing communications
plans which employ key global
sponsorship assets, such as the
Olympic Games and FIFA, to promote
the Visa brand and business. Ms.
Bazante has previously served as
vice president of brand marketing for
Visa’s Latin American and Caribbean
region and as an independent
consultant working on projects in the
financial services, communications,
and consumer goods sectors. She
has also worked in South America for
Colgate-Palmolive and at the Policy
Management Systems Corporation as
a product consultant, with key clients
and projects in Spain and France.
Ms. Bazante has 18-plus years of
international experience in strategic
marketing and brand communications.
She holds a bachelor of arts degree in
Spanish and marketing from Florida
State University and an international
M.B.A. from the Moore School of
Business at the University of South
Carolina.
29
Sandy Culver
Consumer Marketing
Director, Creative Ideas
Director, Build and
Grow® Clinics
Lowe’s Companies,
Inc.
Sandy Culver is a nine-year veteran
of Lowe’s Companies as both a vendor
and an employee. She is currently
the consumer marketing director
of the Creative Ideas franchise as
well as the director of the popular
in-store Build and Grow® Clinics for
children. As a vendor to Lowe’s, Ms.
Culver was the original on-site direct
marketing management supervisor for
Rapp Collins Worldwide. Her diverse
background includes experience in
advertising agency work, publishing,
and a brief stint in catering. She
volunteers for various local nonprofit
organizations. Ms. Culver has a B.A. in
journalism from Texas State University.
Speaker bios
Michael Donnelly
Group Director, Worldwide
The Coca-Cola
Company
As group director, worldwide
interactive marketing for The CocaCola Company, Michael Donnelly
is responsible for increasing the
understanding, testing, adoption,
and effective use of digital marketing
and emerging media amongst their
marketers throughout the world. Prior
to joining The Coca-Cola Company, he
led Johnson & Johnson’s Interactive
Marketing Center of Excellence, part
of the company’s global marketing
group. Before that, he spent five
years each with Beiersdorf Inc. and
SmithKline Beecham in consumer
product sales management positions
focused on accounts including
Walmart, Walgreens, CVS, AHOLD,
and COSCO. Mr. Donnelly was
named one of AdAge’s 2009
Media Mavens. Programs under
his management have recently won
Best in Show at OMMA; silver and
bronze awards at MIXX; a Creative
Media Award from Media Magazine;
two achievement awards from the
Society for New Communications
Research; and an Emmy nomination
for Outstanding Achievement in
Advanced Media Technology for Best
Use of Commercial Advertising on
Stand Alone Broadband Devices. Mr.
Donnelly received his B.A. from The
College of New Jersey and his M.B.A.
in the management of technology from
New Jersey Institute of Technology.
paul Dunay
Author
Facebook Marketing
for Dummies
Networked Insights
30
Paul Dunay is the author of Facebook
Marketing for Dummies and chief
marketing officer of Networked
Insights, a leader in social media
analytics. Mr. Dunay has more than
20 years’ success in generating
demand and creating buzz for leading
technology, consumer products,
financial services, and professional
services organizations. He is also the
author of Social Media and the Contact
Center for Dummies and Facebook
Advertising for Dummies. Mr. Dunay’s
unique approach to integrated
marketing has led to his recognition
as a BtoB Magazine Top 25 B-to-B
Marketer of the Year for 2009 and
2010 and winner of the DemandGen
Award for Utilizing Marketing
Automation to Fuel Corporate Growth
in 2008. He was also a finalist for the
last six years in a row in the Marketing
Excellence Awards competition of
the Information Technology Services
Marketing Association (ITSMA) and is
a 2005 and 2010 gold award winner
in Driving Demand. Mr. Dunay holds
a bachelor’s degree in marketing and
computer science from Ithaca College
and an executive certificate in strategy
and innovation from MIT’s Sloan
School of Management.
www.ana.net
Speaker bios
Chris Gayton
Gap, Inc.
www.ana.net
As a senior director in Gap’s
marketing department, Chris Gayton
is responsible for all media across
channels placed on behalf of Gap,
Gap Kids & Baby, and Gap Body.
Mr. Gayton works directly with
Gap’s senior management team to
determine the most-effective media
investments for each of the brand’s
initiatives and campaigns. Under his
leadership, Gap has developed and
executed numerous media-driven,
retail-focused, integrated marketing
campaigns. These campaigns have
been executed cross functionally
and driven direct impact on Gap’s
core strategic business objectives.
Recent examples of programs that
he has spearheaded include: a
Lucky Magazine editorial/Gap instore partnership, the launch of
Facebook Places, a Glamour magazine
iPad reality program with exclusive
Gap product integration, a launch
partnership for Lucky Kids magazine,
and a variety of other social, digital,
and mobile-based programs. Prior to
The Gap, Mr. Gayton has held a variety
of positions including senior director
of media and promotions at Old Navy
and vice president, associate media
director at Arnold Advertising. He has
dedicated himself to the San Francisco
Big Brother organization, where he has
been a big brother for over ten years.
31
Renée L. Horne
Director, Digital and Social
Media Engagement
FedEx
Renée Horne is director of digital
and social media engagement at
FedEx. She leads an organization
responsible for engaging employees
and external audiences, utilizing
multimedia content, digital channels,
and innovative social technologies,
in support of business and corporate
culture initiatives. Ms. Horne has
been largely responsible for the
production of the “I am FedEx”
campaign, and she provides enterprise
oversight of the FedEx branded
social media properties. She joined
FedEx in 1996 and has served in a
number of roles within finance and
marketing, most recently serving as
director of corporate communications.
Ms. Horne is a two-time FedEx Five
Star Award recipient. Prior to FedEx,
she worked at McDonnell Douglas
as a business planning analyst and
completed internships with both MCI
Telecommunications and Diagraph
Corporation. Ms. Horne is a board
member of the Power Center Academy
Charter School, which serves over
300 at-risk middle school students
in Memphis. She is a graduate of
the Memphis Leadership Academy
Fellows program and holds a bachelor
of science degree in business
administration, marketing from the
University of Missouri-Columbia
and a master’s degree in business
administration from Saint Louis
University.
Speaker bios
Daniel L. Jaffe
Government Relations
ANA
Dan Jaffe is executive vice president
of government relations at ANA.
He joined the association in 1985
as senior vice president and head
of the Washington office. Mr. Jaffe
was promoted to executive vice
president in 1989. Previously, he
spent 11 years on House and Senate
staffs and was committee counsel
to the Senate Commerce, Science
and Transportation Committee. Mr.
Jaffe has been a principal architect
of the advertising industry’s strategy
of expanding the First Amendment
protection of advertising, and he has
worked with leading constitutional
scholars and advertising advocates to
elevate the legal status of commercial
speech. Contemporaneously, Mr.
Jaffe has been an energetic advocate
of advertising rights on Capitol Hill,
before the Federal Trade Commission,
and in a wide range of public forums.
After receiving his master’s degree
in public and international affairs at
Princeton, he earned his law degree
at the University of California at
Berkeley.
Dennis Maloney
Vice President, Multimedia
Marketing
Domino’s pizza
32
Dennis Maloney joined Domino’s
Pizza in 2010 as vice president of
multimedia marketing, where he
oversees the company’s successful
eCommerce Web site—which is now
used in over 20 percent of Domino’s
orders in the U.S. In addition, he
leads all digital marketing activities,
including paid search, email, mobile,
display, and other emerging interactive
projects. Mr. Maloney has been
driving online consumer experiences
within Fortune 100 companies for
over 15 years, including launching
custom beauty care site Reflect.
com, Procter & Gamble’s first online
brand, and managing Coca-Cola’s
global eCommerce business. He is a
graduate of the U.S. Naval Academy
and served in the Navy as a nuclear
submarine officer for seven years,
during which time he also received
a master’s degree in mechanical
engineering.
www.ana.net
Speaker bios
Adrian D. parker
Director, Social Media and
Digital Strategy
RadioShack
Corporation
www.ana.net
Adrian Parker is director of social
media and digital strategy at
RadioShack, where he manages the
company-wide customer engagement
experience. In this role, he serves as
a multichannel consumer advocate
responsible for developing interactive
programs that drive results across
product marketing, customer support,
media relations, e-commerce, and
employee recruitment. An awardwinning brand strategist, Mr. Parker
has ten-plus years of agency and
client-side expertise managing
advertising, public relations, Web,
CRM, and international campaigns in
specialty retail. He started his career
and advanced to levels of increasing
responsibility at Footaction USA and
Foot Locker in advertising, online
marketing, and brand development.
Mr. Parker also served as director of
marketing for Liz Claiborne’s retail
division in New York City. In 2007 he
founded The Parker Marketing Group,
a marketing communications firm
located in Dallas, Texas. A graduate of
Florida A&M University, he has been
recognized by various publications
for achievements in business and
regularly counsels entrepreneurs and
youth organizations.
33
Melissa parrish
Analyst serving Interactive
Forrester Research,
Inc.
Melissa Parrish is an analyst serving
Interactive Marketing Professionals
at Forrester Research, Inc. She is a
leading expert in mobile marketing,
social marketing, and communities.
Ms. Parrish has been quoted
frequently in publications such as
The New York Times, The Wall Street
Journal, The Washington Post, and
Fortune magazine, and she has
spoken at the Churchill Club, OMMA
Global, SXSW, and Social Media Week
as an authority on social media and
mobile marketing. Before joining
Forrester, she was the director of
community strategy at Time Inc.
Lifestyle Digital group, where she was
responsible for community and social
media initiatives across the network’s
10 titles, which include Real Simple,
Southern Living, and Cooking Light.
Prior to joining Time Inc. in 2007,
Ms. Parrish was part of Crayon, a
conversational marketing consultancy.
Previously, she held senior product
and community roles at Meetup and
Bolt.com. Ms. Parrish earned a B.A.
in drama and philosophy from Loyola
University New Orleans, an M.A. in
liberal studies from The New School,
and an M.F.A. in dramaturgy and
script development from Columbia
University.
Speaker bios
Summer Riley
Director, Customer
Gap, Inc.
Summer Riley is the director of
customer relationship marketing
for Gap, an international specialty
apparel retailer. In this role, Ms. Riley
is responsible for developing and
managing customer loyalty programs
that drive incremental revenue to
Gap’s portfolio of brands: Gap, Old
Navy, Banana Republic, Piperlime,
and Athleta. Specifically, she oversees
the credit card, direct marketing,
customer acquisition, and retention
programs for the Gap brand. Ms.
Riley joined the company in 2007.
Prior to Gap, she was at Shutterfly as
retention marketing manager and at
Visa, where for six years she focused
on ecommerce and customer loyalty
programs, including Verified by Visa
and Visa Extras. Ms. Riley received
her B.A. from Princeton University.
34
www.ana.net
35
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
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38
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
*
*
*
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
and challenges that you and your team face. We help you highlight your issues, then focus our team on finding the right solutions.
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.
Webinar Wednesdays
Nearly every Wednesday—40 or more times a year, ANA offers one-hour Webinars on key industry topics. Participate from
the comfort of your office or get together with a group. Visit www.ana.net/webinars to view the upcoming webinar schedule.
Seminars
Join fellow marketers to experience seminars that are energizing, interactive and include team and individual exercises. Hear
from marketing experts how to tackle the challenges you experience to help you become a more successful Brand Builder!
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
company-specific case studies, or create new marketing training programs on any marketing topic you choose.
*
Member Marketing Assesment Survey
Discover the mission critical, brand building skill areas that need improving.
RESOURCES
*
*
ANA Email Briefs
An e-newsletter highlighting critical marketing issues, insights, and collaboration 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.
*
Initiatives & Benefits Report
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.
*
*
Video Library
View interviews and presentations from industry experts discussing a wide variety of topics at ANA industry events.
Job Opportunities
Are you hiring? ANA members may post a job opportunity on our website for free at www.ana.net/jobpostings/postjob.
ADVOCACY
*
Government Affairs
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
39
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
40
www.ana.net/events | www.ana.net/committees
ANA Conferences, Committees, & Events
Shape the Marketing Industry Through Participation
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 nonmembers 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...
41
ANA Events Calendar
Committee Meeting
Training Course
National Conference
Members Only Conference
JULY 2011
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occur Every Wednesday
(For details, visit, www.ana.net/webinars)
Committee Meetings
20 - Legal Affairs Committee | New York, NY (Reed Smith) | 10:00am
28 - Media, West Coast Chapter Committee | Santa Monica, CA | 9:00am
14 - Digital and Social Media Conference presented by Meredith | New York, NY | 7:30am
20 - Brand Building Members Only Conference @ Southern Company | Atlanta, GA | 8:15am
26 - ANA/IEG Sponsorship & Event Marketing Members Only Conference | New York, NY | 8:15am
31
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2 - Agency Relations, West Coast Chapter Committee | South San Francisco, CA | 9:00am
4 - Senior Marketers Think Tank Committee | New York, NY | 9:00am
10 - Sponsorship & Event Marketing Committee | Chicago, IL | 9:00am
11 - Mobile Marketing Committee | New York, NY | 9:00am
17 - Production Management Committee | New York, NY | 9:00am
17 - Midwest Digital, Social & Mobile Committee | Chicago, IL | 9:00am
23 - B2B Marketing Members Only Conference @ Intel | Santa Clara, CA | 8:15am
Calendar subject to change.
42
www.ana.net/calendar
ANA Events Calendar
Shape the Marketing Industry Through Participation
Committee Meeting
Training Course
National Conference
SEPTEMBER 2011
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Committee Meetings
8 - Marketing Financial Management Committee | Glendale, CA | 9:00am
20 - Midwest Marketers Committee | Chicago, 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
14 - Mobile Marketing Conference presented by MediaVest | New York, NY | 7:30am
9 - Innovation Day @ 3M presented by The Nielsen Company | St. Paul, MN | 8:15am
9 - Consumer Insights Members Only Conference hosted by Dell Inc. | Austin, TX | 8:15am
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
12 - How to Build a Killer Marketing Plan—Better, Smarter, Faster | New York, NY | 8:30am
12 - From Insights to Innovation | New York, NY | 8:30am
12 - The Creative Side of Integrated Marketing | New York, NY | 8:30am
12 - Engaging With Your Consumer Via Mobile Marketing | 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 | Boston, MA | 9:00am
27 - Brand Management Committee | New York, NY | 9:00am
20-23 - Masters of Marketing Annual Conference | Phoenix, AZ | 12:00pm
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
Webinar Wednesdays
43
ANA Events Calendar
Committee Meeting
Training Course
National Conference
NOVEMBER 2011
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Webinar Wednesdays
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 | Bay Area, 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
6-8 - Multicultural Marketing & Diversity Conference presented by Ogilvy | Miami Beach, FL | 12:00pm
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 Cllient/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
7 - Creativity Conference presented by Yahoo! | New York, NY | 7:30am
44
Notes
www.ana.net
45
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
46
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
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dings
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www.ana.net/mkc
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Be Left Behin
47
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
48
www.ana.net/schoolofmarketing
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.
www.ana.net/schoolofmarketing
49
ANA Government Relations
Get involved with public and governmental regulatory issues, support galvanizing
initiatives, and protect your marketing rights with the ANA!
$
Self Regulation
Economic Impact of Advertising Study
Privacy Issues
Brand Valuation
50
www.ana.net/advocacy
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:
•
•
•
•
•
•
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 ER 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
NTACT
O
C
E
S
A
E
L
IF YOU ARE AW
p
,
N
VOLVED I
N
I
E
M
O
C
E
b
SHOULD
www.ana.net/advocacy
51
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
52
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.
www.ana.net
53
ANA Social Media
Interact with Industry leaders, ANA staff, and marketing gurus!
facebook.com/ANA
twitter.com/ANAMarketers
youtube.com/ANAMarketers
ANAmarketers
54
www.ana.net
ANA Social Media
We want to hear from you
Join the conversation on facebook, twitter, youtube, and linkedin
•
Multicultural Marketing –
How important is it?
•
TV and Video –
Which screen will reign supreme?
•
Social Media –
Is it working for you?
•
And many more!!!
www.ana.net
55
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.
56
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
57
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presented by:
sponsored by:
ANA | 708 Third Avenue - New York, NY 10017 | 212.697.5950 | www.ana.net
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