Social Media - Association of National Advertisers

Transcription

Social Media
Members-Only Conference
Tuesday, March 4, 2014 | Microsoft | 11 Times Square | New York, NY
at
We’ll be live tweeting throughout the conference (@ANAMarketers),
as well as posting photos and other information at facebook.com/ANA.
www.ana.net
Table of Contents
ANA Social Media Members-Only Conference at Microsoft
Agenda............................................................................. pg 2
Speaker Bios�� pg 3
Attendees......................................................................... pg 5
ANA Member Benefits��pg 15
www.ana.net
1
Agenda
Breakfast (8:15 a.m.)
General Session (9:00 a.m.)
MICROSOFT: SOCIAL MEDIA TRENDS
2014 ON NICHE NETWORKS
In this session, Microsoft will share
their Trends 2014 research report that
shows that people are seeking more
meaningful, personal interactions with
others and they’re turning to smaller,
Niche Networks to meet these needs.
In fact, forty-one percent of the people
we interviewed across the globe are
currently joining social networks that
are premised on their specific interests
and passion points. Attendees will learn
how to be more relevant, how to have
intimate and authentic social interactions
in the digital space, when to enter a
conversation with your customers and
when to keep quiet, why consumers are
turning to these smaller networks and
their motivation for engagement, and
how marketers can ultimately harness
the power of Niche Networks to drive
engagement with your brand.
Ivy Esquero
Global Consumer Insights Manager
Microsoft
NISSAN CELEBRATES SOCIAL
MEDIA INNOVATION
In this session, Nissan North America,
Inc. will unveil how they seamlessly
have integrated social media into their
marketing strategy, being the first
automotive brand to have a presence
on Vine, Instagram, and Google+. They
are constantly innovating in this space
while gleaning key insights and lessons
learned along the way. Their journey
www.ana.net
is filled with lots of rich insights that
marketers can take back to their
organizations as Nissan North America,
Inc. has been a ground-breaking pioneer
in this space.
campaigns, implement channel
management processes, and form
relationships with current prospective
clients via social channels.
Erich Marx
Senior Manager, Global Social Media
Director, Website & Social Media Marketing
Nissan North America, Inc.
VIRGIN MOBILE BREAKS THROUGH
WITH SOCIAL CONTENT AND
COMMERCE OPTIMIZATION
Virgin Mobile boasts an average 3 million
views a month for its social content,
rivaling the online audiences of Pitchfork
and Rolling Stone. The reason? They
create content on a platform that was
perfectly optimized for shareability. In
addition, they also focus heavily on social
commerce and the ROI that it brings to
the company. Learn how they do it and
what marketers can take away from this
groundbreaking work!
Felicia Hill
Ben Blakesley
Reebok
Author
Get Social: a practical guide to using
social media for business
KRISPY KREME: DIGITAL INTEGRATION
AT THE HEART
Even doughnuts have gone digital.
Between offering mobile alerts for
hot doughnuts and interacting with
evangelists on Twitter, Krispy Kreme
Doughnuts has set out to integrate digital
programs into its customer interactions
and relationships — while still staying
true to the 76-year-old global company’s
core brand DNA. This session will cover
how they creatively approach digital,
social, and mobile and maintain
consistent integration.
Senior Manager, Branded Content
and Social Engagement
Kelley O’Brien
Virgin Mobile USA
Director - Interactive, Digital, Social
Krispy Kreme Donut Corporation
Luncheon (12:00 p.m.)
General Session Cont. (1:00 p.m.)
INDUSTRY EXPERT SHARES HOW TO
CREATE LONG-LASTING CUSTOMER
INTERACTIONS IN SOCIAL MEDIA
In this session, a leading industry expert,
client-side marketer, and author of “Get
Social: A Practical Guide to Using Social
Media for Business” will share how to
create social strategies and content,
manage socially enabled marketing
2
Conference Adjournment (3:00 p.m.)
Speaker Bios
Ben Blakesley, author of Get Social: a practical guide to using social media for business and co-founder
of Community Manager Recharge social media conference, has been working in social for the better part
of a decade, spanning industries from music to finance and many in between. One of those “I’ll sleep when
I’m dead” kind of guys, Ben lives and breathes social and thrives on making connections and making a
difference. Now leading social media for Reebok, he lives in the Boston suburbs with his wonderful and
socially adept wife, Lauryn, and their three children.
Ben Blakesley
Senior Manager,
Global Social Media
Reebok
Author
Get Social: a practical
guide to using social
media for business
Ivy Esquero
Global Consumer Insights
Manager
Microsoft
www.ana.net
As part of the Global Consumers Insights team, Ivy looks to unpack the “why” behind consumer behavior
and uncover the person behind the number, revealing ways to deeply engage consumers as they navigate
the digital landscape. Prior to Microsoft, Ivy was in the global strategic research team at Prudential
Financial, where she delved into consumers’ journey to financial security and retirement. Ivy joined
Prudential from the Advertiser Solutions Group at the Nielsen Company where was a research director
advising clients on optimal advertising mix and cross-channel opportunities in the financial services, retail
and tech industries. Her work has been covered by major news outlets including the Wall Street Journal,
CNET, Adweek and AdAge. She started her career in the financial services industry focusing on marketing
and analytics. Ivy graduated with an English and political science degree with the thought of becoming
a teacher. While that career path did not materialize, Ivy continues to have a passion for teaching. She
has been a volunteer and team leader with NY Cares since 2004, currently leading SAT tutoring classes
for low-income high school students. In the winter, you’ll often find her on the slopes of southern Vermont,
usually trying to convince a newbie that falling is natural.
3
Speaker Bios
Felicia Hill
Senior Manager,
Branded Content and
Social Engagement
Virgin Mobile USA
Felicia Martin-Hill is the Senior Manager of Branded Content and Social Engagement at Virgin Mobile USA. She
is a pioneer in all aspects of social community, influencer marketing and charitable giving. In 2012, Felicia’s team
coined the term “Newsroom marketing” to describe their “always on” content publishing platform via Virgin
Mobile Feed. Felicia has overseen the evolution of Virgin Mobile Feed from an online music stream to include
a robust social publishing engine, including the development of a mobile app available for Android and iOS.
The company’s social publishing platform inclusive of native advertising partnerships like Buzzfeed, boasts over
10 million views per month for content curated at the intersection of pop-culture and technology. This work has
earned recognition from Ad Age, Mashable, NY Times, Digiday and WSJ. Hill is one of the co-creators of Virgin
Mobile FreeFest, the largest free music festival held on the East Coast. She took the company’s RE*Generation
efforts to new levels launching volunteer and fundraising efforts around FreeFest that eventually launched The
RE*Generation House, a homeless youth shelter in Washington D.C. Felicia is a team player who takes pride
in problem solving and building consensus. She is a firm believer in business as force for good and the power
of brand in growing long lasting affinity and conversion.
In his role at Nissan North America, Erich Marx is responsible for the strategy, planning and execution of the
Nissanusa.com website, as well as all social media marketing and PR for the Nissan Division. In this leadership
role, he guides Nissan online messaging and brand stewardship through customer-facing and press-facing
channels. He’s been with Nissan for 20 years, working in a variety of disciplines including sales, marketing,
distribution and research. Mr. Marx received his B.A. From Occidental College in Los Angeles, California and
earned his M.B.A. from the University of Michigan at Ann Arbor.
Erich Marx
Director, Website and
Social Media Marketing
Nissan North
America, Inc.
www.ana.net
4
Attendees
Adamski, Jason
Axt, Katherine
Benware, Laura
Brenner, Jill
Director US Media Investments
Management Rotation Program
Senior Marketing Project Consultant
Ferrero USA, Inc.
Boehringer Ingelheim
Pharmaceuticals, Inc.
The Hartford
Senior Director, Corporate
Communications
Aziz, David
Director, Advertising
Alam, Shateel
Analyst
Goldman Sachs & Co.
Alba, Lauren
Senior Manager, Brand Digital
and Social Media Marketing
American Express Company
Alexander, Paul
Chief Communications Officer
Liberty Mutual Insurance
Alvarez, Sidney
Media Relations Manager
Consolidated Edison Co.
of New York, Inc.
Anderson, Carrie
Assistant Social Media Manager
Toys ‘R’ Us, Inc.
Bagala, Bruno
WW GB MM Business Solutions and
M2BP Program Delivery Manager
IBM Corporation
Bailey, Carissa
Bhandari, Deep
Brown, Ginelle
Director Consumer Insights
Associate Director Content Strategy
Sun Products Corp.
Verizon Wireless Inc.
Bhoge, Alpana
IBM Corporation
Brownstein, Evan
Manager, Investor Segment Planning
and Product Marketing
Barrett, Janet
TD AMERITRADE Holding Corp.
Workforce and Field Enablement,
IBM North America
Blakesley, Ben
Baxter, Roger
Planet Fitness (PFIP)
Vice President, Brand and
Marketing Communications
Vice President, Branding
Brown, Allyson
LEGO Systems, Inc.
ANA
Senior Manager, Global Social Media
IBM Corporation
Reebok International Ltd.
Bloom, Joan
Senior Vice President Marketing
and Planning
Blackberry Limited
Fidelity Investments
Prudential Insurance Company
of America
Ben-Amos, Omri
Aroff, Debbie
ClearBridge Investments
Valeant Pharmaceuticals
Random House
Benedis, Maria
Borges, Stephanie
Auriana, Catherine
Canon U.S.A., Inc.
Six Flags, Inc.
Campbell Soup Company
Bennekin, Christina
Boughter, Brittany
Random House
Autrey, Tara
Bank of America
Assistant Director, Brand Marketing
Content Production Manager
Senior Project Manager
Bloom, Nurit
Vice President,
Senior Marketing Associate
Marketing Consultant
Director, Corporate Alliances
Senior Counsel
Senior Operational Risk Associate
Aetna Inc.
Bennett, Kaydee
Avery, Melissa
Goldman Sachs & Co.
Boyer, John
Marketing Director
Coldwell Banker Real Estate Corp.
Vice President, Digital
Brannigan, Tara
Associate Creative Director
Senior Marketing Manager
Combe Incorporated
www.ana.net
5
Travelport, Inc.
Bristol-Myers Squibb Company
Bierce, Cameron
Coordinator, Conferences
National Ad Fund Marketing Specialist
Angeles, Anne
Best, Karen
Senior Director of Marketing
Checkers Drive-In
Restaurants, Inc.
Bubniak, Cindy
Director of Marketing, Health
and Wellness
Weight Watchers
International, Inc.
Byun, Laura
Associate Product Manager
Merck & Co.
Cacace, Jennifer
Manager Project Management
Rockettes
Camacho, Zeida
Director, Strategy and Planning
of America
Carey, Orla
Manager, Advertising and DM
Tourism Ireland
Catalina, Samantha
Campbell Soup Company
Attendees
Chaikin, Karen
Cofer, Caasi
Curry, Rachel
Dillon, Michael
Lead PA Specialist
Social Media Coordinator
Marketing Manager
Manager, Copywriting
EmblemHealth
Random House
Subway
Chang, Alison
Cohn, Abby
Curtis, Kimberly
of America
Vice President, Advertising and Media
Vice President, Marketing
and Advertising
Senior Brand Manager
Ameriprise Financial, Inc.
Chang, Jessica
CIT Group, Inc.
Colca, Joseph
Senior Vice President / Director
Chang, Joseph
Coleman, Renata
of America
Dimodica, Alexandra
Deloitte
Davis, Emily
Doorn, Louise
Digital Marketing Manager
Random House
Citibank, N.A.
Manager, Social Business
Colgate-Palmolive Company
Davis, Keenan
Head of Social Media, Digital
Marketing Group
JPMorgan Chase & Co.
Director of Digital Marketing
and Media
Douglas, Jamari
Educational Testing Service
(ETS)
Turtle Beach
Bermuda Department of Tourism
Media Sourcing Manager
Condon, Emmett
Digital
Merck & Co.
Assistant Brand Manager
Chen, Audrey
Chiaffitelli, Janet
Connor, Stephanie
EmblemHealth
ABM
Connors, William
Paychex Inc.
Vice President, Sponsorship
Vice President, NA Integrated Marketing
Communications and Loyalty
Godiva Chocolatier, Inc.
Chitwood, Ami
Social Media Coordinator
IMAN Cosmetics
PR and Social Outreach Coordinator
Destination XL
Di Iorio, Michael
Director, Graphic Design
of America
Mondelez International, Inc.
Senior Analyst, Social and Digital
Clarke, Melanie
Desena, Caitlin
Cons Insights Manager, Knowledge
Management
Deloitte
MasterCard Worldwide
PricewaterhouseCoopers
Cotignola, Frank
Coward, Marcus
Marketing Leader
Senior Manager
Senior Manager - Social Media
Chu, Jayne
Day, Jackie
BIC USA Inc.
Vice President - Marketing
Chin, Michelle
Citibank, N.A.
LEGO Systems, Inc.
Communication Manager
Childs, Andrew
Davitashvili, Victoria
Sony Music Entertainment
Cox, Rasheda
Independent (formerly
Russian Standard)
Cruice, Bonnie
www.ana.net
6
Is Pro Tennis Brand Manager
United States Tennis Association
Doyle, Sheelagh
Director, Public Relations and
Communications
ANA
Duffy, Caitlin
Director of Media Communications
Interactive Brokers Group LLC
Duong, Gary
Digital Manager
Rockettes
Ebanks, Diana
Marketing Procurement Manager
Manager, Digital Marketing
Reckitt Benckiser
Dibella, Sarah
Edwards, Kelly
Digital Marketing Specialist
Brand Management
Papa Gino’s, Inc.
Bloomberg L.P.
Dibner, Carmel
Ee, Darian
Ernst & Young LLP
Unilever Home & Personal
Care-USA
Vanguard Group, Inc.
Downing, Conley
Diaz, Felix
Associate Brand Manager
Social Media Specialist
Digital Manager
Attendees
Ehrmann, Rich
Fields, Tamica
Galloway, Erin
Giliberti, Loren
Manager, Media
Marketing Manager
Marketing Coordinator
Bayer Corporation
IMAN Cosmetics
Associate Director of Marketing
and Publicity
Ellin, Meredith
Figurito, Lou
Vice President, Digital Marketing
Direct Marketing Specialist
Citibank, N.A.
United States Postal Service
Ganesh, Gayathri
Johnson & Johnson
Elliott, Stacy
Fink, Sandy
Garbini, Daill
Glantz, Daniel
Senior Director, East Region
Marketing Director
PR and Special Events Coordinator
Global Head of Sponsorship
Microsoft Advertising
Pinnacle Foods Group LLC
Endundo Ferreira, Dana
Firda, Karen
Merlin Entertainments,
Madame Tussauds
American International
Group, Inc.
Management Associate
Manager, Integrated Marketing
Citibank, N.A.
Pepperidge Farm, Inc.
Garland, Melissa
Gmeiner, Florian
Associate Marketing Manager
Head of Marketing-The Americas
HP Hood LLC
Lufthansa
Penguin Putnam Inc.
Macy’s East
Gill, Zeno
Digital Creative Services Manager
Combe Incorporated
Esquero, Ivy
Fischbach, Courtney
Global Consumer Insights Manager Though Leadership
Vice President, Digital
Marketing Manager
Garrett, Justin
Goldsand, Lauren
Legg Mason & Co., LLC
Vice President, Digital Marketing Group
Merck Consumer Care
Faglio, Sarah
Fitter, Emily
Social Media Analyst
Marketing Manager
Gazi, Justin
Gordon, Jessica
Group, Inc.
World Wrestling
Entertainment, Inc. (WWE)
Manager, ECommerce Marketing
Manager, Global Brand Management
Sleep Innovations, Inc.
Westin Hotels & Resorts
Falk, Samantha
Fong, Christina
Gehl, Catie
Gordon, Marni
Account Manager
Associate Manager, Member Relations
Social Media Manager Cuisinart
Vice President, Conferences
and Committees
ANA
BPS Solutions, Inc.
Fassler, Kristin
Ford, Karie
Marketing Director
Vice President, FAF-Media Services
Random House
Subway
Feldman, Jake
Galindez, Alexandra
Assistant General Counsel - Trademarks
Vice President, Women and
Multi-Cultural Marketing
Johnson & Johnson
Ferreira, Michael
Senior Graphic Designer
and Packaging Specialist
BD Becton Dickinson and Company
Ferro, Tamera
Live Nation, Inc.
George, Beth
Vice President
Gordon, Mary
Merrill Lynch & Co., Inc.
Georgini, Jenevra
Associate General Counsel
Group, Inc.
of America
Giarrusso, Kristin
Marketing Manager
Gallager, Candice
Kiss Products, Inc.
Marketing Manager
Giassopoulos, George
Macy’s East
Manager of Brand Content and
Community Engagement
Galliher, Mark
Procurement Senior Director, Global
Marketing and Media Agencies
Seventh Generation
Director, Member Relations
ANA
Pfizer Inc.
www.ana.net
7
ANA
(ETS)
Gormley, Keith
Director, Social Media
of America
Greber, Erika
Random House
Attendees
Green, Tricia
Hare, Michelle
Hurley Cosby, Jeanne
Jarzyniecki, Karla
Senior Brand Manager
Multicultural Business Development
Vice President, Communications
Research Director
Bausch & Lomb, Inc.
State Farm Insurance
Aetna Inc.
Grover, Sanjna
Harmon, Gail
Hys, Darek
Johnson, Emily
Niche Marketing
Manager of Social/Digital Marketing
Social Media Marketing Manager
Lufthansa German Airlines
Merck Consumer Care
National Grid
Guerra, Josephine
Heller, Paulette
Checkers Drive-In
Restaurants, Inc.
Production Business Manager
Vice President Marketing
Director, Strategic Sourcing
Combe Incorporated
Conair Corporation
Iannucci, Rosemarie
Gunning, Kate
Heller-Bezalel, Tammy
Vice President, Global Brand
Development Director
Senior Manager of Digital Strategy Global Merchant Servicing
Gustafson, Danielle
Hicks, Lisa
Vice President, Director, Digital
and Social Media
Content Strategist
CIT Group, Inc.
Haberacker, Eric
Marketing Manager
Vanguard Group, Inc.
Haeringer, Debbie
Vice President, Director
of Marketing, Vendor Finance
CIT Group, Inc.
Hahn, Robyn
Chief Marketing Officer
Business Insurance
Travelers Insurance
Hajek, Michael
Content Marketing Manager
www.ana.net
of America
Irgang, Carole
Consultant
Verizon Communications
Hook, Patrick
Associate Vice President North America
Marketing Procurement
Hooks, Carrie
Marketing Specialist
PNC Bank, N. A.
Kaplan, Keith
IBM Corporation
Karlowski, Jason
Sports Marketing and PR Manager
James, Teri
Social Engagement Strategist
Pfizer Inc
Jani, Nileem
Associate Director, Marketing
8
Vice President, External Communications
Kavlakov, Boris
Pfizer Inc
Senior Manager
Blackberry Limited
Izzi, Michael
World Wrestling
Entertainment, Inc. (WWE)
Jameson, Ellen
FS Marketing
Global Brand Strategy Director
Modell`s Sporting Goods
Conning
Huczko, Nina
Kalfus, Jaime
L`Oréal USA
Managing Director
UnitedHealthcare Asian
Initiatives
UnitedHealthcare Asian Initiatives
AFLAC, Inc.
Izard, Audrey
Citigroup Inc.
Senior Marketing Associate
Irizarry, Katie
Deloitte Consulting
MA Digital CX
Ju, Jinah
Kane, Laura
National Grid
Novartis Pharmaceuticals
Corporation
Brand Analyst
Hoidas, Angela
Senior Manager, Marketing Analysis
and Implementation
Hardy, Julia
Manager, Pru Productions
Group Manager
Collegiate Church Corporation
Bristol-Myers Squibb Company
Ireland, Matthew
Hidalgo-Chaves, Silvia
Huang, Daphne
Associate Director, Advertising Resources
Pepsico, Inc
IBM Corporation
Manager, Communications
Hall, Colleen
Senior Manager, Digital and
Integrated Media Solutions
Joslin, Stacy
Keating, Katie
IBM Corporation
Kelley, Claudia
Brand Manager
LEGO Systems, Inc.
Kelly, Christina
Senior Marketing Specialist
Deloitte
Attendees
Kestin Sessler, Lynn
Larson, Jeff
Licata, Alex
Macias, Sabrina
Senior Producer
Vice President of Global Marketing
Development and Activation
Social Media Consultant
Director Marketing Communications
NASCAR
Licero, Cathleen
Marciano, Andre
Project Director
Director, Media and Integrated
Communication
Random House
Kim, Amanda
Subway Restaurants
Social Media Analyst
Laspina, Nicole
Under Armour Inc.
Account Lead
Kim, Ken
Mercedes-Benz USA, LLC
Director, Digital Strategy
Lau, Corinne
of America
Local Marketing Specialist
Kirtland, James
Director
Markfield, Barbara
Director, Member Relations
IKEA North America
Lau, May
Linardos, Jennifer
Marti, Chelsea
Director, Special Events
Kleinhandler, Sarah
Lawson, Elaine
Kramer, Shepard
Vice President, Member Relations
ANA
Kretchman, Christina
Marketing and Communications
IBM Corporation
Advertising Manager
Lam, Betty
Lee, Katy
IKEA North America
Lapidus Cooper, Erica
Lentz, Christopher
Senior Director, Brand Communications
Larocca, Lynn
Modell`s Sporting Goods
Director
American Express Travel Related
Services Company, Inc.
Marx, Erich
Director of Multicultural Marketing
Nissan North America, Inc.
Vice President, Strategic Marketing
Mascia, Colleen
Senior Manager, Creative Agency
Management
Columbia Records, Division
of Sony Music
Pfizer Inc
Lynch, Amy
Head of Market Insights
Director, Regional Marketing
9
Martucci, Aileen
Director, Interactive and
Social Media Marketing
Lum, Elliot
Senior Manager Trade Marketing
Marketing Manager
Lujan, Norma
Avon Products, Inc.
(ETS)
Levine, Claire
www.ana.net
Citibank, N.A.
Strategic Marketing Brand Manager
Senior Vice President, Marketing
and Advertising
Wyndham Worldwide Corporation
Vice President
Marketing/Ad Specialist
Lucas, Carly
Lui, Olivia
of America
Marto, Phonishia
Merlin Entertainments,
Madame Tussauds
Lee, Dina
Director, Advertising and
Creative Services
Coldwell Banker Real Estate Corp.
PR and Communications Manager
BTO Marketing
of America
Martin, Leticia
Social Media Manager
of America
Kunkle, Gordon
Liquori, Cristina
Listanski, Lindsay
Digital Strategist
Director of Social Media Marketing
Automatic Data Processing, Inc.
LEGO Systems, Inc.
Lawton, Molly
ANA
KPMG LLP
Assistant Brand Manager
Lechner, Karen
Marketing Director
Manager, Consumer Markets
Vice President/Business Leader, U.S.
Consumer and Digital Marketing
Siemens Corporation
Manager, Advertising and Creative
Services
Pernod Ricard USA
of America
Lord & Taylor
Weight Watchers
Liemer, David
Vice President, Creative Director
Director, Digital Strategy and Marketing
IBM Corporation
Masuda, Shoko
Aetna Inc.
Attendees
Matthews, Elizabeth
Public Affairs Manager
of New York, Inc.
Mattiello, Deanna
Global Brand Manager
Mehta, Devi
TIAA-CREF
Corporation
Meium, Hannah
Combe Incorporated
Digital Manager, Rockettes
Rockettes
Stryker Orthopaedics
Menz, Carolyn
Mcavoy, Dawn
CIT Group, Inc.
Marketing Director
Moran, Tofer
Morris, Seth
Online Media Manager
Random House
Vice President, Digital and Social Media
Moscoe, Margi
Citigroup Inc.
Michon, Keith
Marketing Manager
Ernst & Young LLP
Mccarthy, Mary
Memorial Sloan-Kettering
Cancer Center
Moseley, Chris
Marketing Expeditor
Hackensack University
Medical Center
Advisory Services - Consumer Products
Senior Vice President, Product
Management and Brand Oversight
Middendorf, Rich
Rockettes, MSG Entertainment
Senior Copywriter
Mccartney, Mary
Combe Incorporated
Director, Corporate Communications,
Public Affairs
Milsten, Melissa
of New York, Inc.
Director, Marketing Partnerships
Muhlstock, Rich
Nadler, Lee
Marketing Communications Manager
MINI
Nagel, Larry
Manager EMarketing
MetLife, Inc.
Nagelberg, Lawrence
Vice President
Bank of America
Najm, Katrina
Napolitano, Carrie
Kiss Products, Inc.
Senior Vice President, Branding
and Acquisitions
Nasomyont, Jui Chairit
Random House
E*Trade Financial Corp.
Avon Products, Inc.
Mckinley, Margaret
Milway, Colleen
Mui, Winnie
Integrated Marketing
Communications Manager
Director, Strategy and Planning Advertising
Miranda, Melissa
Mullen, Enza
of America
IBM Corporation
Mcleanas, Melissa
Director, Partnership Marketing
Six Flags, Inc.
Mcmanmon, Erin
Marketing Manager
United States Tennis Association
Meegan, Jeannine
Assoc Manager Marketing
Communications
Combe Incorporated
Navas, Lauren
Mittiga, Sien
Mullins, Diana
Strategic Brand and Marketing
Consultant
Media Buyer and Social
Manager, Corporate Communications
and Social Media
BD Becton Dickinson
and Company
Destinaion XL
Montgomery, Paige
Musvee, Sanaa
Avon Products, Inc.
National Digital Marketing Manager
Megan, Safino
Director Strategic Sourcing
Marketing Services
www.ana.net
Nassar, Bassem
PepsiCo, Inc.
Deloitte
Conning & Company
Senior Cultural Branding Manager
BD Becton Dickinson
and Company
Marketing Associate
Audit Analyst
JPM Chase Media Director
Global Brand Manager Color Cosmetics
Myles, Matthew
Creative Director
Moran, Annmarie
Mercedes-Benz USA, LLC
10
(ETS)
Nelson, Donny
Advertising Manager
The New York Racing Company
Nemeth, Ashley
Collegiate Church Corporation
Attendees
Niles-Lane, Sharifah
Oliveira, Lisa
Peckens, Kyle
Polyak, Katie
Director, Social Media
Assoc Brand Manager - Shavers
Partnership Coordinator
John Hancock Financial
Services, Inc.
BIC USA Inc.
Manager, Global Procurement
and Operations
Nisanci, Mine
InsightsOut Coordinator
Pellicci, Kelly
Johnson & Johnson
Assistant General Counsel
Marketing Manager
HSBC Bank USA
O’Brien, Kelley
Olverd, Leah
Group, Inc.
Orifici, Maye
Contracts Manager
Krispy Kreme Donut Corporation
Group, Inc.
O’neill, Adam
Osborne Gill, Christine
Vice President Global Marketing
Director - Interactive, Digital, Social
Pfizer Inc
Perez, Arturo
Visit Philadelphia
Polyak, Paul
Vice President
Citigroup Inc.
Porter, Gary
Senior Art Director
Combe Incorporated
RBS Citizens Financial Group
Post, Liza
Director, Digital Strategy and Creative
Perez, Lubna
TIAA-CREF
Citigroup Inc.
Combe Incorporated
Senior ABM
O`Malley, Matthew
Palmieri, Angela
Market Research Analyst
SEI
Digital Lead
Mondelez International, Inc.
Price, Tara
Strategic Marketing Manager
Pestana, Marina Lima
New York Organ Donor
Network, Inc.
Marketing Manager
Deloitte
Purohit, Deepali
Pardes, James
Phan, Lan
BP Lubricants
Combe Incorporated
and Communications
ANA
Quinn, Lisa
Oberrender, Maggie
New York Organ Donor
Network, Inc.
Picard, Monica
NBA
Park, Mina
Pretzel Crisps
Raab, Sara
Random House
Plafsky, Danielle
Parodi, Janet
Knopf Doubleday Publishing Group
Rabah, Houda
Ohring, Rochelle
Associate Director,
Multi Channel Marketing
Plotkin, Amanda
Corporation
Global Knowledge Connector
Johnson & Johnson
Guardian Life Insurance
Company of America
Paul, Samantha
Pollack, Ari
Oberman, Rona
Vice President, Associate
Creative Director
Assistant Marketing Manager
Random House
Ogdon, Kristin
Marketing Manager
Senior Vice President,
Global Consumer Insights
Citigroup Inc.
Ok, Joanne
Community Outreach Marketing Assoc.
UnitedHealthcare
Asian Initiatives
Vice President, Member Services
Regional Marketing Manager - NY Metro
Analyst
Specialist, Brand Management
and Advertising
Vice President,
RBS Citizens Financial Group
Director
Senior Packaging Designer
Financial and Risk Manager
Radner, Greg
Rana, Bhavana
Polletta, Rose
KPMG LLP
The Hartford
11
Market Knowledge Analyst
EmblemHealth
Senior Marketing Project Consultant
www.ana.net
Director,. Global Brand Identity
Marketing Account Management
Attendees
Rannou, Nicole
Robles, Orlando
Saavedra, Carlos
Shah, Niralee
Director, Digital Marketing Procurement
Motion Graphics Designer
Director, Culture Marketing
Marketing Manager
L`Oréal USA
Combe Incorporated
Pepsi-Cola Beverages America
Pfizer Inc
Rapp, Cheryl
Rock, Rebecca
Sacher, Heide
Shaw, Jennifer
Senior Vice President, Media and Events
Manager of Integrated Marketing
Communications
Corporate Vice President
Marketing Research Analyst, Brand
Strategy and Communications
Schneider Electric
Rauch, Scott
New York Life Insurance Company
MSC Industrial Supply
President
Rodgers, Mary
SHR Jewelry Group
Director, Marketing Communications
Salone, Kristin
Travelers Insurance
Cuisinart
Sanchez, Teresa
General Manager, Senior Vice President,
Brand Development Worldwide
Roetzel, Emily
IMAN Cosmetics
Acision
Sarstedt, Ashley
Reliford, Danette
Rogers, Quinne
Strategic Marketing Brand Manager
Assistant Director of Marketing
Prudential Investments LLC
(ETS)
Random House
Schlossberg, Bette Ann
Rogers-Rivera, Carrie
Reynolds, Jenna
Google
Reid, Desiree
Digital Marketing Specialist
Richardsen, Donna
Director, Global Digital Marketing
Colgate-Palmolive Company
Riches, Brianne
Kiss Products, Inc
Riley, Lisa
Global Marketplace Insights Manager
Ritchie, Anna
Digital Community Manager
Sun Products Corp.
Roach, Turner
Marketing Manager
Deloitte
www.ana.net
Strategist
Global Account Manager
Senior Marketing Management Specialist
Lifestyle Partnerships Manager
HP Hood LLC
Schnaier, Sylvie
Romano, Jacquelyn
Johnson & Johnson
Director, Digital IQ
Manager
KPMG LLP
Schwab, Jessica
Rosano, Linda
IBM Corporation
Advertising Brand System Professional
Marketing Director
Schwartz, Rachel
Deloitte
Travelers Insurance
Rotella, Michael
Vice President, Internet and Mobile
Sciarabba, Bernadette
Citibank, N.A.
Associate Director
KPMG LLP
Russell, Sara
Scott, Dan
HP Hood LLC
World Trade Jewelers
Russo, Alison
Social Media and Community Marketing
Seidensticker, Tracy
Lufthansa German Airlines
Vice President, Brand
E*Trade Financial Corp.
Saar, Lisa
IKEA North America
12
John Hancock Financial Services,
Inc.
Shaw, Monique
Assistant Manager, Digital
and Social Media
CIT Group, Inc.
Sindelar, Sara
Marketing Specialist
IBM Corporation
Slevin, John
Corporate Vice President,
Strategic Sourcing
Slocum, Kathleen
Senior Specialist, Public Relations
Liberty Mutual Group
Smith, Matthew
Senior Analyst - Project Management
Verizon Communications
Smith, Michael
Director
Smolyn, Gary
Mailing Solutions Specialist
United States Postal Service
Solano, Marcela
Marketing
Morgan Stanley - New York
Attendees
Solomon, Miriam
Stern, Sharon
Sun, Julie
Tucker, Susan
Vice President
Media Manager
Manager, Market Strategy
JP Morgan Chase TS Unit
Pernod Ricard USA
Vice President Search
Marketing Mortgage
Solovieva, Katie
Stier, Jeff
Research Associate
Executive Director
Surrey, Claire
Morgan Stanley - New York
Ernst & Young LLP
Social Media Marketing Specialist
Son, Rosa
Stocks, Jason
Senior Counsel
Director
Swedowsky, Maya
Johnson & Johnson
MarketShare Partners
Senior Manager
Business Leader, Affluent
Consumer Marketing
Sosa, Ozzie
Stockwell, Sharon
Marketing Associate
Vice President, Customer Marketing
Tallon, Grace
Vega, Lily
(ETS)
Travelers Insurance
Senior Vice President, Marketing
Manager, Hispanic Segment
Kiss Products, Inc.
Spates, Rachel
Director, Product Mgmt
and Brand Oversight
Tash, Eric
Versh, Ben
Director, Media
Sun Life Financial
Rockettes
Prestige Brands Holdings, Inc.
Pfizer Inc
Spaulding, Sarah Anne
Streicher, Janet
Tenthoff, Ann Burr
Villanella, Jim
Senior Vice President, Market
and Strategic Research
Video Producer
Business Intelligence Manager,
Digital and Social Media
Senior Social Media Consultant
Macy’s East
St. Lucia, Carley
Director, Corporate Alliances
Six Flags, Inc.
Stavisky, Teresa
Strategist
EmblemHealth
Stoner, Earl
Consumers Reports
Citigroup Inc.
Thomas, Dave
Strouse, Jennifer
Brand Manager
(ETS)
Styles, Destene
Stein, Sara
Senior Researcher
Citibank, N.A.
Walker, Camille
Tipkelan, Belinda
EmblemHealth
Walton, Kelley
Sulit, Rafael
Marketing Strategist
Tucker, Clinton
Website Marketing Manager
Benjamin Moore & Co.
Sullivan, Dawn
Director of Marketing
www.ana.net
13
National Grid
of New York, Inc.
Trombley, Lindsay
National Grid
Merck Consumer Care
Advertising and Marketing Manager
IKEA North America
Head of US Brand Strategy
and Implementation
Valentzas, Anne
Assistant Marketing Analyst
Stein, Suzanne
Citigroup Inc.
World Trade Jewelers
Viviani, Victoria
Suku, Orela
Director, Brand and Advertising
Research Effectiveness
Social Relations Manager
RCI
ANA
Media Specialist
Urbaetis, Stephanie
Online Marketing Coordinator
Thomas, Vivian
Communication Strategy
National Grid
Avon Products, Inc.
Director, Consumer Marketing
Moet Hennessy USA
Warman, Nancy
Senior Director
SAP America, Inc.
Attendees
Washington, Jeanne
Whalen, Christine
Wyman, Tina
Zemon, Rebecca
Vice President, Global Trade
Strategic Marketing
Category Manager
Senior Manager, Corporate Partnerships
Marketing Manager
J.P. Morgan Private Bank
American Express Travel Related
Services Company, Inc.
ASPCA
Weight Watchers
Waters, Meghan
Yates, Maura
Zhong, Joey
Whalen, Tania
Senior Specialist, Corporate
Communications
Director, Business Development
and Network
of New York, Inc.
Chief Marketing Analyst
Yebio, Suzi
Associate Marketing Director
Interactive Brokers Group LLC
Director, Consumer Advertising
Marketing Manager
Watson, Nicole
Senior Consumer Brand Manager
PerkinElmer, Inc.
Weber, Jody
Senior Graphic Designer
Wilkinson, Andrew
Williams, Marc
Vice President, Creative
Services Group Director
Young, Frank
Prudential Financial Services
Bank of America
Winker, Erin
Zagorski, Jana
Aetna Inc.
Manager, Investor Segment
and Product Marketing
Prudential Financial
Wise, Alyssa
Wyndham Worldwide Corporation
Zajac, Cheryl
Weiss, Zoe
Wong, Daniel
Marketing Manager
U.S. Trust, Bank of America
Weiner, Farryn
Gloabl Director of Social Media
Michael Kors
Weinstein, Matthew
Manager, Copywriting
Merck & Co.
Account Executive
Market Research Consultant
Aetna Inc.
Marketing Channels and
Communication, Digital Marketing
Zakes, Carin
Merck Consumer Care
www.ana.net
Exexuctive Producer
Combe Incorporated
14
Zialcita, Susana
Random House
Zorrilla, Miguel
University Relations and Talent
Management Specialist
Mars Incorporated
ANA Member Benefits
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Visit www.ana.net/membership or contact your member relations manager to learn more about your membership.
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ANA Government Relations
ANA’s Washington, D.C., office works to protect advertisers and marketers from unreasonable
governmental intervention in their communications with consumers.
WE function as the key
intermediary between the
advertising and marketing
community and Congress,
the federal agencies, state
legislatures, and the courts.
WE actively oppose
efforts by the government
to tax, ban, or otherwise
restrict advertising
and marketing.
WE strive to educate
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economic health of the
nation and its states.
Major accomplishments in 2013 include:
Providing the primary funding for updated research
from IHS Global Insight on the economic impact
of advertising, which found that advertising accounts
for $5.6 trillion of economic output and
supports 21.1 million U.S. jobs
Working with Congress to support language that
prohibits four powerful federal agencies from
publishing their overly restrictive guidelines for
food, beverage, and restaurant marketing unless
they first conduct a cost/benefit analysis
Helping stop major ad tax proposals
in Minnesota, Ohio, and Louisiana
Continuing to keep a spotlight on the progress
of ICANN’s top-level domain program, as more
than 1,400 new domains are due to come online
Expanding and strengthening the Digital Advertising
Alliance self-regulatory program for online
behavioral advertising, including introducing
new guidelines for mobile marketing
Joining two active coalitions that are working to
develop solutions to the problem of “patent trolling”
as it relates to the advertising/agency communities
Our staff in Washington is well-versed in the legislative, regulatory, and legal issues confronting the advertising
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• Visit the advocacy section of ANA’s website for updates on government relations issues.
• Follow us on Twitter: @ANAGovRel
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Collections of subject-specific
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Our team of qualified, resourceful
information experts are available
for your member inquiries.
FOCUS:
Multicultural
Marketing
INSIGHT BRIEF
Sharing Marketing Excellence
What’s Inside?
» AT&T Woos Multiculturals
with Celebrities ........................... 2
New Research
» Intrigued by Newer Media ............. 3
» Growth Opportunity ..................... 4
Trending
Focus:
Content
Marketing
» Does Blending Work? ................... 5
» The Truth About Beauty ............... 6
Viewpoints
INSIGHT BRIEF
Sharing Masterful Marketing
Reaching Diverse Audiences
8
Focus:
Five secrets to more effective multicultural marketing
Award-winning case studies and
videos from industry-leading
brands that highlight the most effective marketing strategies.
INSIGHT BRIEF
Sharing Masterful Marketing
I
s it worth devoting precious
time and resources to reach
niche markets? Don’t general-market
campaigns already appeal to audiences
of every stripe? Do multicultural audiences represent enough buying power
to warrant targeted outreach?
Big Data
now exceeds $1.5 trillion a year,
according to the Selig Center for
Economic Growth.
Few experts would disagree that,
in What’s
the years toInside?
come, building a
deeper relationship with multicultural
segments
is the key to growing brands
New Research
and increasing revenue. But simply
» Collecting Data Is Not Enough ........ 3
marketing in another language or trying
to Trending
appeal to another culture in English
can be a minefield of potential hazards.
» Delivering Data-Driven Messages .... 5
To avoid costly or embarrassing
» Cross-Cultural vs.
Multicultural Marketing ................. 8
ANA Member Case Study
» Heineken Scores with Soccer ....... 10
Source information ......................... 11
Where you see8, click for additional content.
growing part of The Home Depot’s
business. Not only does the
company advertise in Spanish, its
stores feature Spanish signage and
Spanish-language self-checkout
machines.
2. Culture is more important than
language. Simply translating a
Marketers still asking those questions
general-market campaign into the
today might want to check out the
target’s language “is like going into
results of the 2010 Census. Hispanics
a gunfight with a switchblade,”
make up 16 percent of the U.S. populacontends Roberto Orci, CEO of Los
tion, African-Americans account for 13
missteps,
consider these five secrets
Angeles, Calif.-based Acento
Best Practices
percent, and Asian-Americans comprise
for effective multicultural marketing:
Advertising. “It’s not enough.” He
5 percent. Every ethnic group experi» A Plan with Staying Power .............. 7
8
says it’s vital to ground multicultural
enced double-digit population growth
1. Watch your language. Companies
campaigns in the values and mores
Case
Studies
in the past decade, with Asian-Amershouldn’t
advertise what they can’t
of the target
culture so that
icans leading the way at 43 percent.
Therefore,
never
advertise
Five
Tips
for Know
Building
an Effective
Content
Marketing
Program
»deliver.
Gilt
Groupe:
Thy
Customer
.... in8
consumers see themselves in
In four states, including California and
a language the company isn’t fully
» Allstate Gets Smart with
the message.
Texas, non-Hispanic whites are no
prepared to do business in. This is
Artificial Intelligence ...................... 9
longer the majority. Even more
a lesson
The Home
Depot under8 striking,
any marketers
misunderstand
Research
by the Content
3. Mix multicultural
intoMarketing
mainstream
the combined buying power of the
stands.
Because the
Latinocontent
commutheInformation
difference
between
Institute
shows As
thatethnic
whilecommunities
91 percent
marketing.
Source
.........................
11
Hispanic, African-American, Asian,
is heavily
invested
in the
and nity
content
marketing.
Content
marketof marketers use content marketing,
Delivering fresh insights
decision-makers
Continued on Page 2
and to
Native
American communities
buildingowning
trade,
they
are additional
a vital of
and
ing involves
Where you
see8,media,
click forinstead
content. only 36 percent believe that their prois the real purpose of customer data
renting it, to attract and retain customgrams are effective. The biggest chalers. Changing or enhancing a customer
lenges to effective content marketing
ig data seems to be the buzztools to collect, store, search, or analyze.
• Variety. Information may be collected
behavior requires creating content that is
are producing enough content and
in a number of forms, including text,
word of the moment. But what
Some of the most tangible examples
compelling, consistent, and curated. The
producing the kinds of content that will
audio, video, statistical data, or sensor
is it, exactly? And what does it mean for
include the terabytes of user data that true value
exchange is found in the stories
promote increased engagement. Marinformation.
marketing? According to Google ExecuFacebook acquires or that Walmart
that brands tell, and storytelling is crucial
keters should ask themselves why they
tive Chairman Eric Schmidt, every two
collects about the millions of transactions to successful
• Value. The
realengine
impactoptimization,
of big data
search
are interested in executing a content
days the world produces the equivalent
it conducts hourly. Big data is defined lead generation,
stems fromand
thesocial
insight
that is
media.
marketing plan before they look at what
of all the data created from the beginby its volume, velocity, variety, and
gleaned from the raw input.
ning of civilization up to 2003, or almost
value to the organization.
Big Data to Big Analytics
five exabytes. This vast ocean of data
• Volume. The terabytes of data that
Social
Search Engine
contains valuable insights, but marketers
To drive new waves of productivity,
most large companies regularly
Media
Optimization
must sift through irrelevant information
growth, and innovation, companies
acquire are too large to process with
in order to find them. Finding value is
conventional means. As technology
know they must tap the massive and
Content Marketing Mission
what big data is all about.
penetrates more aspects of society,
growing volumes of data. Adobe views
the information generated from
big data as the collection and analysis
Big data refers to the extremely large
and about those devices is rapidly
of large amounts of data to create
LeadaGeneration
data sets that organizations acquire,
expanding.
competitive advantage. The real purpose
typically in the terabytes to petabytes
• Velocity. Modern businesses may
of big data is to enable big analytics, Source: Content Marketing Institute, 2013.
range, as well as the applications needed
place more importance on the time
where businesses derive new meaning
to analyze and evaluate all of it. This
characteristic of big data than any
from new data sources. Big data is all
continuous, exponential growth in internal
other dimension. Rapid or real-time
about delivering fresh insights to deciand external data gathered from and
acquisition of data is critical to many
sion-makers, but many marketers are
about customers exceeds the ability
time-sensitive operations and provides
Continued on Page 2
of conventional database management
a competitive advantage.
Bring Your Story to Life
Put Big Data to Work
M
B
What’s Inside?
» Who’s Getting it Right ...................
2
New Research
» That’s a Fact ...............................
3
Trending
» Empowering Brand Advocates .......
4
Best Practices
» Fulfill Your Content Needs .............
» What to Measure .........................
5
6
ANA Member Case Studies
» Charles Schwab Delivers Value ......
» Cleveland Clinic Plays to Strengths .
7
8
» Kraft Uses Multiple Channels.........
9
» Schick Soars with Sharp Strategy ...
10
Source information ......................... 11
Where you see8, click for additional content.
they want it to do for them. The Content
Marketing Institute offers five actionable
tips for building a content marketing
program within an organization:
1. Create a mission statement.
Defining the mission of the content
marketing program is the first, most
important step. Use the statement
as a guide to filter content and determine deliverables and outcomes for
the core target audience. The P&G
website homemadesimple.com,
for example, targets women with a
mission statement to “enable women
to have more quality time with their
families.”
2. Repurpose content. Before setting
out to create new content, assess
what existing content could be
reworked. Press releases, blog
Continued on Page 2
Survey Research
The Smarties are the world’s only
global mobile marketing awards
program recognizing outstanding
achievement within the industry.
Findings from 12 yearly surveys
based on critical issues and
emerging trends faced by nearly
all marketers today.
browse 8,000+ marketing insights at
www.ana.net/mkc
17
Members can access LiveChat
from 9 a.m. to 5 p.m. ET
Monday through Friday
or submit a question anytime
at www.ana.net/ask.
“I needed fast information on how
to better justify advertising investment. The ANA team quickly provided
multiple resources to help make my
case. Senior management thought
my summary of the materials created
a compelling argument for increased
investment.”
— Steve LeVeau, director of marketing
at Central Garden & Pet Company
submit your question at
www.ana.net/ask
www.ana.net/mkc
ANA School of Marketing
Traditional training methods are no longer good enough. The ANA School of Marketing
offers a unique educational experience that combines real world experiences and best
practices from client-side marketers with leading industry thinking from the most innovative
specialists, thought leaders, and academics. Using powerful training techniques,
our workshops will help you make better decisions today.
Team Training
Individual Training
How do you elevate the marketing function
within your company so your marketers can
better influence the organization?
What are you doing to ensure your best talent continues to drive growth?
ANA School of Marketing team workshops are
designed to help align your team with your strategic
direction. Each workshop aims to improve the way
your team performs a specific marketing task or
capability.
The progressive and engaging workshops can help
your team improve how you:
• Optimize relationships with internal stakeholders
and external agencies to become a better partner.
• Create a more integrated marketing communi-
cations plan that is aligned with your strategy.
• Set the course for advertising success with exceptional creative.
• Elevate your brand through digital marketing
and social media.
• And much more!
ANA Member Benefit:
$6,000
Team Training Credit
The ANA School of Marketing has a variety of interactive one- and two-day workshops carefully planned
to ensure participants walk away with immediate
practical applications.
Our current individual training can help individuals:
• Capitalize on customer retention by building powerful brand equity.
• Collaborate with agencies to develop break-
through creative.
• Engage in a stronger and more focused client/
agency relationship that enhances partnerships.
• And much more!
Did you know that as an ANA member your company receives a yearly $6,000 credit
to the School of Marketing? The credit can be used to fund a half-day team workshop,
or offset the cost of a full- or multiple-day team workshop. Please be sure to check
with your company’s primary ANA contact to see about applying this credit. Or contact
us directly to find out about eligibility.
ANA Member team training credit not applicable to individual training options.
Defining YOUR OWN company’s way of marketing is a key driver for business success.
ANA School of Marketing workshops will help you to get there faster.
call: 212.455.8024 | email: [email protected] | visit: www.ana.net/som
www.ana.net/som
ANA Events
The ANA has a large and diverse portfolio of events that are unique
in the marketing industry, as we showcase the client-side perspective.
National Industry
Conferences
Members-Only
Conferences
Our national industry conferences, open to all for a fee, are true “events,”
consisting of great content, superb networking with an “A-list” of attendees,
and, increasingly, evening entertainment, all in fabulous locations.
Mar 30–Apr 1, 2014 | Boca Raton, FL
April 23–24, 2014 | Washington, DC
Media Leadership
Conference
Advertising Law &
Public Policy Conference
May 4–7, 2014 | Naples, FL
July 13–15, 2014 | Dana Point, CA
Advertising Financial
Management Conference
Digital & Social Media
Conference
October 15–18, 2014 | Orlando, FL
November 9–11, 2014 | Miami Beach, FL
Masters of Marketing
Annual Conference
Multicultural Marketing
& Diversity Conference
Members-only conferences are
a complimentary benefit of ANA
membership and are open
to current members and invited
guests only. ANA holds over 25
members-only conferences a year
in locations throughout the country.
Webinar
Wednesdays
ANA’s complimentary Webinar
Wednesday program runs nearly
every Wednesday at 1:00 p.m. ET.
Join fellow industry leaders from
the comfort of your office, and tap
into a wealth of information on key
topics surrounding the advertising
and marketing industry.
Visit www.ana.net/events for more events
ANA
ANA committees are key originators and
advocates of leadership initiatives.
Committees provide eyes, ears, and a voice:
•
The “eyes and ears” identify issues that the ANA should
be made aware of (and perhaps take action on).
•
The “voice” provides strong credibility to a position.
When the ANA (and our committees) has something to say,
the marketing community takes notice and listens.
Commercial
The Found Money of State
Production Incentives
ANA
Brand-Specific Commercial
Ratings
Benefits and Solution Providers
incentives
their states. Although such
to shoot commercials in
increasingly
incentives to advertisers
states and have become
Many states now offer financial more recently they have expanded to additional
percent of production
ago,
from between 15 to 30
originated about ten years
significant, often ranging
the process for
The savings can be quite
of these incentives, outline
attractive to advertisers.
is to provide an overview
The purpose of this paper
this incentive money.
spending in that state.
is competition to acquire
advertisers aware that there
participating, and make
the opportunities
and
incentives
of state commercial production
be aware of the benefits
“All advertisers should
budgets.”
to positively impact production
Valerie Light
What’s Inside?
Benefits ........................
................ 1
ANA/4A’S WHITE PAPER
Manager
Broadcast Production
Verizon
Management Committee
Co-Chair, ANA Production
Agency Selection
Briefing Guidance
LEADERSHIP
INDUSTRY THOUGHT
desire is to
investment. Their long-term
becomes
create jobs and attract
incentives help states
programs and commercials)
(feature films, television
Pure and simple, production
show that
investment so that filmmaking Several studies, by firms including Ernst & Young,
encourage infrastructure
in economicInside?
tax base.
to seven times) is created What’s
of a state’s industry and
of that dollar (e.g., four
an integral component
dollar spent, some multiple
Guidance.... 3
Agency Selection Briefing
for each production incentive
Guidelines for Agency
place.
the project takes
and 4A’s published the
................. 3
clients and
activity in the state where
In October 2011, the ANA
1. Initial List/RFI Phase
practices for both
» incentives
incentives. The
and publicize best
state production
Those
these
fromand
process.
Search to documentbenefited
greatly
programs
selection
Phase ........... 5
have historically in the agency search
a particular state. Incentive» 2. Semi-Finalist/RFP
agencies to consider
ANAinand 4A’s websites.
The film and television industries
film arena,
the decision to produce
for making
10
companies can
location. In the feature
be accessed on the respective
approval on the shoot
beenPhase .........................
3. Finalist
»have
final
are clearly geared to reward guidelines
give
and
advertisers
recently,
fund productions
there is an
believe
12
and 4A’sMore
motion picture
target the companies that
in building
the ANAstudios.
major
Summary ..........................
aretothe
guidelines,
very successfulGuidance
those
been
incentives
search/new
these As
a follow-up
agency
of the have
as many states
quality,
the largest recipients of
the productivity
sacrificing
improve
without
........... 13
further
specific
to
achieved
be
developing
Members..............
opportunity
can
by
Task Force
participating. Savings
for both agencies and advertisers,
the industry.
process,
required
businessby
agency selection briefing
the production infrastructure
around the subject of
Background
Background
best practices guidance
selection process.
throughout the entire agency
to put more
advertisers the opportunity
incentive state can give
“Shooting in a production
in local economies.”
simultaneously investing
dollars up on screen, while
Objective
Solution Providers
» comScore........................
4
...............
» INVIDI Technologies
6
.....................
Interest in Ratings for
2013 ANA SURVEY
Individual Commercials
REPORT
The Rise of the
In-House Agency
» Kantar Media ........................
8
.......
» Nielsen ........................
SURVEY RESEARCH
10
................
Not
Interested
5%
» PrecisionDemand ........................
Benchmarks and Trends
13
.
Neutral
13%
» Rentrak ........................
................
15
Interested
82%
» Simulmedia ........................
17
..........
» TRA ........................
....................
19
Appendix ........................
................21
of their production
John Lick
Production
Executive Producer, Broadcast
Target Corporation
unfamiliar with the fundamentals
who areCommittee
Management
for clients
ANA Production
basic guidance
in agency selection briefings
is to provideCo-Chair,
The intention of this document agency selection process, and give clients experienced
the
of briefing an agency during
to consider.
additional best practices
ANA continues to advocate
for increased granularity
of commercial
ratings, and notably for
brand-specific commercial
ratings.
ANA member interest
in brand-specific commercial
ratings
In a 2011 survey, 82 percent
of members surveyed expressed is high.
interest.
These findings are consistent
with other surveys ANA
has done over
the years, including those
in 2004 and 2006.
Q7. Currently, ratings
for individual
the average of all the commercials commercials are not available. Nielsen
provides ratings for
in a program. How interested
available for each individual
would you be in having
commercial?
ratings
Source: ANA 2011, Leveraging
TV for Growth Survey
The Benefits of Commercial
Ratings
ANA members and other
industry experts have
identified numerous benefits
for brand-specific commercial
ratings.
Accountability
Commercial ratings would
provide more granular
data to better inform the
Marketing mix models
decision-making process.
could be
or may not reflect the delivery input with brand-specific commercial metrics
rather than
for that specific brand)
to provide increased accountability. averages (which may
Better Knowledge/Inc
reased
•
•
Executive Summary
1
a thoughtful briefing that
Incentives
or agency search, requires
to the agencies as
Commercial Production
that every phase of a review,
provide escalating information
The Found Money of StateThe ANA/4A’s task force believes
The review process should
(including any strategic
to the agency.
to the later phases
provides specific direction
(e.g., RFI, RFP, credentials)
from the initial phases
the review progresses
and finals presentations).
and/or speculative work
of client briefing information.
different types and levels
Each review phase warrants
Brand-Specific Commercial
Ratings
Information (RFI) Phase
Initial List/Request for
a list of agencies
you preliminarily qualify
information that will help
as the ability to collect
Think of the RFI phase
don’t meet your criteria.
eliminate agencies that
for the final selection and
about many agencies.
is to gather basic information
introducing themselves.
• The purpose of an RFI
any customized work beyond
make
asking the agencies to do
to allow the agencies to
• At this point, you’re not
expectations as a client
about the search and your
• Share enough information
fit.
good
a
is
this
whether
an informed decision about
ANA surveys are based
on topics
as critical issues and emerging identified by the ANA and its membership
trends that nearly all marketers
face today.
Access all ANA survey
reports at:
www.ana.net/surveys
The ANA welcomes input from committee members on
leadership initiatives to consider.
www.ana.net/committees
www.ana.net/events

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