Content Marketing - Association of National Advertisers
Transcription
Content Marketing - Association of National Advertisers
Content Marketing Members-Only Conference Wednesday, March 12, 2014 | Charles Schwab & Co. Inc. | San Francisco, CA 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 Content Marketing Members-Only Conference at Charles Schwab & Co. Agenda............................................................................. pg 2 Speaker Bios�������������������������������������������������������������������� pg 4 Attendees......................................................................... pg 7 ANA Member Benefits�����������������������������������������������������pg 15 www.ana.net 1 Agenda ANA Content Marketing Members-Only Conference at Charles Schwab & Co. WEDNESDAY, MARCH 12, 2014 Breakfast (8:15 a.m.) General Session (9:00 a.m.) BENJAMIN MOORE USES CONTENT TO CONNECT WITH DIFFERENT AUDIENCE SEGMENTS Staying true to their namesake’s 130+ year-old vision, Benjamin Moore & Co. is committed to producing the highest quality paints and finishes in the industry. But marketing to their disparate target markets (contractors to homeowners, as well as designers and architects) can be a multi-channel challenge. In this session, Benjamin Moore will share insights on two recent campaigns that were dependent on the creation of a variety of content to successfully engage the targets and drive business. David Melançon Executive Vice President and Chief Marketing Officer Benjamin Moore & Co. Matt Williams Chief Executive Officer The Martin Agency CHARLES SCHWAB EMBRACES A “BRAND AS PUBLISHER” CONTENT STRATEGY Brand as publisher is a trend more and more marketers are embracing. But exactly how do companies implement this approach, and how does it work within the existing marketing organization and processes? Charles Schwab shares its learnings in building out a content marketing program across owned, paid and social media, www.ana.net to expand the opportunity to engage consumers and to build brand affinity in a new way that complements traditional advertising. Helen Loh Vice President, Content and Digital Marketing Charles Schwab & Co. Inc. Tami Dorsey Editorial Director Charles Schwab & Co. Inc. INTEL DEVELOPS A BRANDED CONTENT FORMULA TO ENSURE REPEATED SUCCESS When Intel & Toshiba launched “The Inside Experience” in 2011 it was groundbreaking. By focusing on the storyline vs. product, the video captured audiences’ emotions and has evolved to include them in the creative process. Now three years later, Intel has continued to follow up on this award-winning content marketing campaign with two additional viral hits “The Beauty Inside” and “The Power Inside.” In this session, Intel will share the strategy and PR surrounding their Inside Film series, including their media and content distribution approach, and discuss key learnings they’ve gathered over time to consistently create “sticky” branded content. Billie Goldman Partner Marketing Intel Corporation THE 2020 CONTENT MARKETING IMPERATIVE: BEYOND THE BUZZWORDS AND INTO REALITY Content marketing is all the rage, but is it just a trendy fashion or another word for good advertising? How do you 2 balance different content strategies for different types of brands, or measure real results? The next five years will see a strategic inflection for marketing and advertising, and content will be at the core. This session will talk through the business case, the process, the tactics and real-life examples of how real brands are using content to drive real marketing results. Robert Rose Chief Strategist Content Marketing Institute Lunch (12:50 p.m.) General Session Cont. (1:50 p.m.) THE VALUE OF MUSIC TO A BRAND AND ITS FUTURE CONTENT MARKETING PROGRAMS Music is one of the most powerful forms of content. It is emotional, social, mobile, and cultural. It is also the number one media activity for millennials, a critical demographic in this ever evolving fanatical digital and content age. For marketers however, the challenge to use music is the struggle in quantifying what value this medium brings to their campaigns. Sony Music has launched a study of 30,000 US consumers about attitudes and behaviors toward music, artists, and brands; bringing greater scientific rigor and tools to explain the value of music to a brand and its future content programs. Toni Wallace Director, Strategic Marketing and Partnerships Columbia Records, Division of Sony Music Agenda ANA Content Marketing Members-Only Conference at Charles Schwab & Co. HOW ADOBE AIMS TO HELP MARKETERS AND ITS OWN BRAND WITH CMO.COM CMO.com, Adobe’s big play in the content marketing space, delivers digital marketing expertise and insight to marketers. What it doesn’t deliver is a sales pitch. In this session, learn Adobe’s strategy for leveraging CMO.com to reach more marketers and strengthen its own brand and the challenges that come with tying brand-as-a-publisher efforts to measurable marketing results. Get an under-the-hood look at how CMO.com operates, how it fits in to Adobe’s biggest brand objectives, and lessons for your own brand on getting the most out of content marketing. Dan Berthiaume Principal, CMO Communications Adobe Conference Adjournment (3:30 p.m.) www.ana.net 3 Speaker Bios ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Dan Berthiaume Dan Berthiaume leads CMO-focused marketing & communications programs in support of advancing Adobe’s business and brand in the digital marketing industry. This includes executive communications for the chief marketing officer, strategy for Adobe’s CMO events and management of CMO.com—an Adobe- owned website delivering digital marketing insights and information to senior marketers. Prior to joining Adobe, Mr. Berthiaume managed executive communications for the founder and chairman of Sun Microsystems. With more than 15 years in the technology marketing industry, he’s held marketing and communications positions on behalf of a number of leading companies including Yahoo!, Qualcomm and Hewlett-Packard. Mr. Berthiaume was previously an award-winning new producer for NBC and ABC TV affiliates in Florida. He holds a BS in marketing & public relations from Jacksonville University. Principal, CMO Communications Adobe Tami Dorsey leads Schwab’s editorial department, which is responsible for the firm’s print magazines and digital editorial content. The group seeks to present financial topics in a variety of formats that engage and educate readers, helping them to explore new areas of investing, trading and personal finance and make more informed financial decisions. Prior to joining Schwab, Tami was a consultant for a marketing firm specializing in financial services and led corporate communications for a venture capital research firm. Earlier in her career she managed magazines focused on software and web development. Tami Dorsey Editorial Director Charles Schwab & Company, Inc. For 17 years Billie Goldman has been an innovator for Intel. She has worked in press relations, sales, brand development and co-marketing. In each role, Billie has left an indelible mark as a creative catalyst. Billie’s most recent accomplishment is the creation of Inside Films, Hollywood’s first trilogy of successful social films, a co-marketing effort with Toshiba. In 2013, her second social film “The Beauty Inside” earned an Emmy for “Outstanding New Approach to a Series” in addition to 11 Lions, 3 of which were Grand Prix from Cannes. Billie is known for her contagious enthusiasm, her ability to build long-term relationships and her talent for turning often high-concept ideas into memorable consumer experiences. Billie Goldman Partner Marketing Intel Corporation www.ana.net 4 Speaker Bios ANA Content Marketing Members-Only Conference at Charles Schwab & Co. As senior vice president of content & digital marketing, Ms. Loh oversees Schwab’s brand publishing organization, focusing on creating useful content to influence the digitally and socially empowered investor. Ms. Loh is also responsible for Schwab’s owned-media and social channels reaching millions of consumers each month, including Schwab.com, mobile content properties, branded publications, Google+, YouTube and Facebook. Ms. Loh has over 20 years of marketing experience with Fortune 500 brands and Silicon Valley startups, from consumer brand management to B2B software. Ms. Loh earned a bachelor’s degree and a MBA degree from Stanford University. Helen Loh Senior Vice President, Content and Digital Marketing Charles Schwab & Company, Inc. David Melançon Executive Vice President Chief Marketing Officer Benjamin Moore & Co. Robert Rose David Melançon is the executive vice president and chief marketing officer of Benjamin Moore & Co., a unit of Berkshire Hathaway, and North America’s most respected interior and exterior paint manufacturer and color authority. Mr. Melançon directs the brand, marketing and creative strategy for all businesses of Benjamin Moore & Co., including Benjamin Moore, Coronado, Corotech, Insl-x, Maxum and Lenmar. He oversees strategic alliances, consumer and retail marketing, communications, color innovation and product development. Mr. Melançon reports directly to Michael Searles, the president and CEO of Benjamin Moore & Co. A veteran brand strategist with nearly three decades of experience, David Melançon brings to Benjamin Moore his deep understanding of marketing some of the world’s best-known brands. Prior to Benjamin Moore, Mr. Melançon was the CEO of The Ito Partnership, a brand development company that he created in New York City. Before launching Ito, he was president of IPG’s FutureBrand unit in North America and led the agency’s relationships with global clients including Microsoft, Coca-Cola, Intel and Unilever. Before that, Mr. Melançon served as head of communications for Visa. Melançon completed his undergraduate studies at the University of Maryland (political science) and graduate studies at both Keio University in Tokyo (Asian studies) and the University of Oklahoma (political communications). Robert is in the business of helping marketers become stellar storytellers. As the chief strategist for the Content Marketing Institute and Senior Contributing Analyst for Digital Clarity Group, Robert innovates creative and technology strategies for large companies such as 3M, Abbot Laboratories, AT&T, Allstate Insurance, Staples and Petco – helping them tell their story more effectively. Robert was recently named #6 in the top fifty influencers in Content Marketing. He is a regular columnist for EContent Magazine, and a contributor to Chief Content Officer Magazine, iMedia Connection and CMSWire. He co-hosts the podcast This Old Marketing with Joe Pulizzi and Robert’s book with Joe, Managing Content Marketing, is widely considered the “owner’s manual” of the content marketing process. It’s been translated into multiple languages and spent two weeks as a top ten marketing book on Amazon.com since its debut in 2011. Chief Strategist Content Marketing Institute www.ana.net 5 Speaker Bios ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Toni Wallace Toni Wallace is the director of strategic marketing at Columbia Records Creative Agency. She is responsible for brand partnerships and platform development initiatives for the west coast. Toni has spent the last ten years of her career in marketing and business development in technology, entertainment, and new media. Throughout her career Toni has always had a passion for music and has worked for a number of leaders in the space including Warner Music, Beats by Dr. Dre, C3 Presents, and Billboard Magazine. Prior to working in the music industry, Toni worked at Microsoft in a variety of businesses including XBOX, Windows Mobile, and the Worldwide Partner Group. She also ran her own agency doing strategy and product development for startups in advertising and new media. Toni has a BA in Finance and Marketing from Northeastern University and an MBA in Entrepreneurship and Marketing from the University of Texas at Austin. Director, Strategic Marketing and Partnerships Columbia Records, Division of Sony Music Matt Williams Chief Executive Officer The Martin Agency www.ana.net Matt Williams was named CEO of The Martin Agency in 2013, only the fifth person to serve in the role since 1965. Continuing a career that began at Ketchum Advertising in Philadelphia, Matt joined The Martin Agency in 1991 as an account executive. He became a part of the strategic planning department in 1995 and was named general manager of the agency in 2011. Matt has led U.S. and global strategy development for Discover Financial Services, Nespresso, GEICO, UPS, Saab and Credit Suisse. He has managed strategy on Effie-winning campaigns for UPS, Bank One and GEICO and has received account planning awards from the American Association of Advertising Agencies for both Saab and UPS. A contributing author to the best-selling book Kellogg on Branding, Matt also speaks regularly on advertising and marketing topics around the country. He has consulted on communications strategy with the U.S. State Department and the U.S. Department of Defense. Matt holds a marketing degree from the College of William and Mary and an MBA from the Kellogg School of Management at Northwestern University. He currently serves on the boards of the Richmond Chamber of Commerce and Venture Richmond. Matt and his wife, Betsy, live in Richmond with their sons, Patrick and Ethan. 6 Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Abraham, Julieann Banda, Melyssa Bogie, Amber Butier, Michael Senior Director, Member Relations Director Marketing Communications Specialist Marketing Program Manager ANA WESTERN DIGITAL Blue Shield of California Wells Fargo & Co. Adachi, Allison Blue Shield of California Barasch, Ron Boscacci, David Byrne, Kasey Senior Director, Marketing National Director Marketing Strategies and Programs Chief Marketing Officer Adrian, Lynn Yodlee, Inc. KPMG LLP Vice President, Brand Strategy Manager Barriault, Stephanie Wells Fargo Bank Marcom Manager Bouey, Kristin Plantronics, Inc. Senior Account Executive Advani, Priyanka Microsoft Corporation Futures Associate Barth, Eric Franklin Templeton Investments Campaign Manager Bourelly, Joseph Intel Corporation Director of Commentary Ahn, Joe Cardlytics, Inc. Byrnes, Shea Web Marketing Manager Autodesk, Inc. Caldwell-Wenman, Alexzandra Intuit Inc. Franklin Templeton Investments Camarri, Lesa Senior Creative Director Brand, Jeff Apollo Education Group, Inc. Intel Corporation Senior Art Director Vision Service Plan, Inc. Akchurin, Whitney Berenson, Rich Associate Marketing Manager Senior Manager, Social Media Marketing Strategy Bell, Keith Franklin Templeton Investments Alderman, John Director, Planning, C2 Charles Schwab & Company, Inc. Andrews, Lesley Group Marketing Manager Intuit Inc. Angeloni, Richard Director, Integrated Marketing Communications Brown & Toland Physicians Apy, Jennifer Product Marketing Adobe Systems Incorporated Armstrong, Ben Head of Marketing Strategy and Planning Visa Inc. Bailey, Carissa Associate Manager, Conferences ANA Ballenger, Gina Digital Media Manager Wells Fargo & Co. www.ana.net Manager Plantronics, Inc. Carlton, Miki Senior Vice President, Chief Business Development Officer Breheney, Jean Deloitte Meredith Xcelerated Marketing (MXM) Earthbound Farm Breslin, Karena Senior Vice President, Global Advertising and Sponsorships Berkey, Hilary Vice President of Digital Marketing Franklin Templeton Investments Marketing Communications Manager Constellation Wines U.S. Senior Strategist and Consumer Insights Constellation Wines U.S. Brezovnjacki, Leonia Cisco Systems, Inc. Berthiaume, Dan Principal, CMO Communications Senior Marketing Manager Carrico, Lucy Challis, Ann Director BlackRock, Inc. Adobe Systems Incorporated Brigham, Courtney Chan, Gavin PR Strategy and Thought Leadership Associate Bhattacharya, Paramita Adobe Systems Incorporated BlackRock, Inc. Group Manager, Channel and Demo Marketing Broadbent, Becke Chapman, Will Senior Web Marketer Chief Revenue Officer Autodesk, Inc. BrightLine Brown, Donald Chavez, Jack Vice President, Retail Marketing and Advertising Creative Director Adobe Systems Incorporated Bianchini, Karen Director of Marketing California State Automobile Association (CSAA) Union Bank Birskovich, Dre Bruhn, Morten PR and Social Media Marketing Manager Market Development Leader Earthbound Farm Bockelmann, Erica Vice President CCS Social Media/Mobile Marketing Chen, Emily Bryles, Meighan Intel Corporation The Men’s Wearhouse, Inc. 7 Chen, Daisy Intel Corporation KPMG LLP Creative Director Wells Fargo & Co. Intel Corporation Marketing Manager Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Chew, Josephine Cooper, John DeMartini, Gina Eckmann, Melissa Vice President - Digital Advertising Senior Marketing Manager Director Communications Manager Wells Fargo & Co. Blue Shield of California Charles Schwab & Company, Inc. Wells Fargo & Co. Christofferson, Patricia Corcoran, Janine Depenhart, Courtney Edmondson, Brandi Director, Americas Marketing Director of Corporate Alliances Channel Manager Marketing Coordinator Symantec Corporation Six Flags, Inc. Franklin Templeton Investments Blue Shield of California Ciccoli, Lisa Cramer, Agnese Devanna, Len Edmondson, Lauren Local Marketing Specialist Marketing Specialist Director Digital Engagement Senior Manager IKEA North America California Lottery PricewaterhouseCoopers Charles Schwab & Company, Inc. Cistaro, Anthony Cronin, Jennifer Dicks, Robert Edwards, Roxanne Vice President Director, Social/Digital Content Senior Director, Media Relations Marketing Manager BlackRock, Inc. BlackRock, Inc. Cisco Systems, Inc. Clark, Hillary Cruz, Michael Lucile Packard Children’s Hospital Stanford Futures Associate Director of Marketing Director, Marketing Procurement Franklin Templeton Investments Columbus Foods, LLC Diep, Lynn Clark, Rhonda D`Itria Geigner, Dayna Senior Search Engine Marketing Manager Senior Director, Marketing Communications Logitech Clark-Tan, Jorge Herbalife International, Inc. Senior Marketing Manager Dantzler, Mary Intuit Inc. Manager, Digital Asset Climo, Bob DASALLA, KEANE Lam Research Cinematographer and Film Editor Art Director Dasho, Jenifer Autodesk, Inc. Brand Manager Colon, Geoffrey Day, Bria Microsoft Corporation HumanaVitality Condie, Stefanie DeBerry, Gary Group Manager, Campaign Messaging and Planning Database Marketing Analyst Adobe Systems Incorporated Cook, Andrea Senior Marketing Manager Charles Schwab & Company, Inc. Coonce, Bridget Bank of the West www.ana.net Dietzen, Ryan California Closets Eschenburg, Anna DiSalvo, Doreen Salesforce.com Esfehani, Christina Do, Ena Franklin Templeton Investments Director, Product Insights Kaiser Permanente Exon, Wesley Dorsey, Tami Ancestry.com Inc. Content Marketing Manager Charles Schwab & Company, Inc. Falker, Jonathan Doshier, Michael Intel Corporation Vice President Retirement, Global Client BlackRock, Inc. Marketing Manager, Engagement Traditional Medicinals, Inc. Editorial Director Marketing Manager Director of National Marketing Adobe Systems Incorporated Communications Manager Tria Beauty Group Marketing Manager - Social Media - Bing Ads Erbay, Lois Shopper Marketing Lead Constellation Wines U.S. Johnson & Johnson Union Bank Insights Analyst Constellation Wines U.S. Director, Corporate Communications Coeur, Kirsten Vice President Senior Marketing Manager Ennis, Tara Partner Marketing Franklin Templeton Investments Feldman, Jesse Duckett, Josh ANA Brand Marketing Manager Manager, Marketing Knowledge Center Lucile Packard Children’s Hospital Stanford Feldman, Katie Adobe Systems Incorporated Dunn, Susan Union Bank Del Valle, Luis Senior Manager, Editorial and Copywriting DeFurio, Lori Group Product Manager Vice President - EMarketing Charles Schwab & Company, Inc. Union Bank 8 Vice President, Senior Marketing Manager Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Feliciano, Tricia Fulton, Dana Goldman, Billie Marketing Consultant Marketing Consultant Partner Marketing Wells Fargo & Co. Wells Fargo & Co. Intel Corporation Fiorito, Valeria Garcia, Michelle Associate Director of Marketing Senior Manager Columbus Foods, LLC Charles Schwab & Company, Inc. Gombeski, Peter Wells Fargo & Co. Fisher, Matt Charles Schwab & Company, Inc. Garcia, Vanessa Flanigan, Melanie Local Marketing Specialist IKEA North America Senior Marketing Director Garner, Julie Yodlee, Inc. Director Foerster, Emily Charles Schwab & Company, Inc. Director, Content and Communications Sungevity Inc. Independent Greenawalt, Hans Herout Zell, Kathryn Local Marketing Specialist Manager - Product Management IKEA North America Franklin Templeton Investments Greicius, Julie Herr, Andreas Editorial Director Senior Manager Global Content Strategy Lucile Packard Children’s Hospital Stanford Levi Strauss & Co. Marketing Consultant- Premier Accounts Gee-Kee, Robert Senior Manager-eMarketing Vice President, Commercial Banking Marketing Griffin, Matt Bank of the West Chevron Corporation National Accounts Geney, Kirsten United States Postal Service Lead B2B Market Manager Forcier, Sally Marketing Specialist Gerhard, Olivia California Lottery Senior Manager Francis, Julia Gerrish, Cliff Autodesk, Inc. Web Content Writer Gessin, Erika Lucile Packard Children’s Hospital Stanford Digital Marketing Manager Franks, Tracey Giles, Tara Friedman, Madalyn Gilmartin, Jessica DoubleClick Fuji, Liane Gingras, Jennifer www.ana.net Vice President Marketing Constellation Wines U.S. Gupta, POORNIMA Senior Managing Editor EBay, Inc. Gutierrez, George Director, Content Strategy, Editor in Chief Plantronics, Inc. Haines, Rob Manager, Marketing Service Experts Inc. Hancock, Jason Product Marketing Manager American Licorice Wells Fargo & Co. Guggino, Jon Assoc. Director KPMG LLP Creative Director Chevron Corporation Constellation Wines U.S. LPL Financial Director of Marketing Corporate Advertising Manager Franklin Templeton Investments Internal Communications Manager Senior Copywriter, BrandPartners Griffin, Maureen Charles Schwab & Company, Inc. Web Marketing Manager Frank, Kelly Advertising Advisor Vision Service Plan, Inc. Senior Manager Charles Schwab & Company, Inc. Hansen, Michelle Web Editor Marketing Program Manager Autodesk, Inc. Wells Fargo & Co. 9 Delta Dental Heald, Erika Foote, Adrienne Forbes, Amelia Marketing Manager - Hispanic Segment Director of Customer Engagement Humana Inc. Charles Schwab & Company, Inc. Haskell, Rocio Goodrich, Anne Gavic, Aaron Bank of the West Multicultural Marketing Harrison Howe, Linda Charles Schwab & Company, Inc. Herzog, Tami Blue Shield of California Heyman, Jennifer Social Media Manager Wells Fargo & Co. Hickenbottom, Trisha Assistant Manager, Advertising Nintendo of America, Inc. Hildebrand, Jana Marketing Manager Autodesk, Inc. Hill, Heidi Manager, Marketing EBay, Inc. Hiole, Reynald Senior Marketing Manager Blue Shield of California Hitzke, Emma Marketing Manager Intel Corporation Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Hollrah, Bethany Vice President, Global Product Marketing Franklin Templeton Investments Housel, Matthew Senior Product Marketing Manager Franklin Templeton Investments Howard, Zane Marketing Manager Columbus Foods, LLC Hynek, Ann Global Social Media Associate BlackRock, Inc. Isham, Alan Analyst Intel Corporation Jacobs, Matthew Jones, Kevin Central Garden & Pet Company Kramer, Laura LeGette, Suzanne Web Content Manager Digital Marketing Specialist BlackRock, Inc. Intel Corporation Manager - Client Communications Kraus, Kerri Leonard, Shanna Franklin Templeton Investments Managing Director Vice President, Marketing Programs Charles Schwab & Company, Inc. BlackRock, Inc. Kudirka, Suzanne Blue Shield of California Lewin, Josanna John Muir Health Kaplan, Jill Kung, Michelle Lead Comm Manager Lead Manager, Social Strategy and Content Lewis, Kimberly EBay, Inc. California Lottery Brand and Strategy Consultant Lammers, Emily Lewis, LeighAnne Kaiser Permanente Associate Advertising Wrangler BlackRock, Inc. Electronic Arts, Inc. Juarez, Alexandra Kao, Anne Director, E-Business Vision Service Plan, Inc. Kelly, Barbara Kelly, Michael Affinity Marketing Manager Sungevity Inc. Marketing Analyst II Media/Consumer Communications Manager Landgraf, Kristina Liberti, Vivian Executive Sponsor Financial Writer MarCom Design Specialist Salesforce.com American Licorice Franklin Templeton Investments Stanford Hospital & Clinics Jacobson, Sharon Kepler, Amy Laquimia, Ana Licata, Barbara Director of Client and Member Marketing Marketing Director Partner Marketing Specialist Marketing Communications Specialist Vision Service Plan, Inc. Visa Inc. Intel Corporation Chevron Corporation Jeffries, Karen Khanuja, Shanu Senior Training Manager Monterey Bay Aquarium Amgen Inc. Lau-Chin, Millie BlackRock, Inc. Loftus, Kate Manager Public Relations Jeffs, Kelsey Kidwell, Melissa Marketing Manager Marketing Manager Ancestry.com Inc. Expedia, Inc. Johnsen, Aly Kilby, David LGSB Manager Senior Marketing Manager Blue Shield of California Intuit Inc. Lucile Packard Children’s Hospital Stanford Johnson, Nicole King, Melissa Manager IShares Content Marketing and Strategy Intern, Consumer Brand Management Lee, Jungah BlackRock, Inc. Johnson, Patricia Vice President, Director of Operations Union Bank Johnson, Winter Media Relaions Manager Lucile Packard Children’s Hospital Stanford www.ana.net Lee, James Loh, Helen Agilent Technologies Senior Vice President Content and Digital Marketing Senior Digital Marketing Manager Web Marketing Manager Autodesk, Inc. Klionsky, Alla Lee, Katie Senior Manager Global Account Manager Charles Schwab & Company, Inc. Intel Corporation Koeth, Barbara Lee, Nicole Manager, Editorial and Copywriting Content Strategy Manager Charles Schwab & Company, Inc. McKesson Corporation 10 Apollo Education Group, Inc. Marketing Content Editor Lee, Jean Meyer US Senior Director Charles Schwab Loustau, Eileen Senior Vice President, Marketing Pensco Trust Company Lovett, Beth Group Manager, Web Strategy Adobe Systems Incorporated Lucas, Mike Senior Vice President Sony Electronics Inc. Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Lugo, Dava Marti, Candice Melancon, David Mulbry, Monique Vice President WebContent Assistant Vice President, Marketing Manager Executive Vice President Chief Marketing Officer Senior Director, Global Brand Strategy Union Bank Benjamin Moore & Co. Senior Sourcing Partner, Strategic Events Marti, Eric Mele, Paul Salesforce.com Group Product Marketing Manager Director, Brand Experience DoubleClick BlackRock, Inc. Murray, Eric Melendez, Yasmin Charles Schwab & Company, Inc. Marzano, Maureen Franklin Templeton Investments Vision Service Plan, Inc. Lutkus, Wendy-lynn Mathias, Renu Global Director of Consumer Marketing, Levi’s Brand Director of Affinity Marketing Mellers, Liz Sungevity Inc. Director Union Bank Lundy, Sandy Luong, Sue Managing Director Levi Strauss & Co. Lyle, Dustin Director Strategic Sourcing Apollo Education Group, Inc. Ma, Robecta Marketing Manager Cathay Pacific Airlines Maan, Harbinder Manager, Industrial and Food Services, Global Mktg and Comms Director, Committees and Conferences ANA Plantronics, Inc. Mullin, Jennifer Visa Inc. Senior Public Relations Specialist Nakamura, Robin Franklin Templeton Investments Visa Inc. Neeva, Teodora Symantec Corporation Social Media Marketing Intern Mendenhall, Kevin Nelson, Josh Meyer US Search Strategist Maury, Michael Brand Manager Autodesk, Inc. Central Garden & Pet Company Global Social Media Manager Mier, Chloe Ng, Kimberly Logitech Consumer Brand Managing - Intern Maxwell, Kelly Vice President Meyer US BlackRock, Inc. Professional Marketing Manager Miller, Crystal Nguyen, Ana Align Technology, Inc. Content Marketing Manager May, Lisa Consumer Marketing Knowledge Universe Nintendo of America, Inc. Nicewonger, Barbara Almond Board of California Mazurek, Lori MacLeod, Trey Marketing Consultant Mirkin, Cindy Blue Shield of California Senior Manager - MARCOM Mc Kenna, Will The Capital Group Charles Schwab & Company, Inc. Intel Corporation Mohiuddin, Junai Nielsen, Kristina Vice President MarketShare Partners Maggipinto, Donata Creative Director, Content Walmart Magoffin, Michelle Director of Social Media Director, Strategy Practice McKeegan, Mary Vice President Senior Marketing Manager Bank of the West Account Manager, Intel Studios Vice President, Interactive Marketing PricewaterhouseCoopers Bank of the West Moolla, Roohi Nordstrum, Christopher New Trends Leader IMC-Media and Advertising Manager Wells Fargo & Co. Cisco Systems, Inc. Farmers Insurance Group, Inc. McLaughlin, Criona Autodesk, Inc. Moore, Ann-Marie Cisco Systems, Inc. North, Erin Manger, Jennifer Wells Fargo & Co. McPhee, Traci Moore, Cory Director, Marketing Central Garden & Pet Company Manning, Loretta Senior Online Marketing Manager John Muir Health Raging Waters Northcutt, Tracy Meier, Michelle Morrow, Stacie Executive Assistant Microsoft Corporation Marsh, Catherine Advertising and Communications Manager Social Media Insurance Community Lead Esurance, Inc. Social Media Marketing Marketing Manager Agilent Technologies California State Automobile Association (CSAA) www.ana.net Web Marketing Manager Brown & Toland Physicians 11 Senior Associate Digital Marketing Manager Senior Marketing Manager Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Ohnuma, Nancy Penticoff, Leslye Read, Nerissa Rueppel, April Senior Manager Direct Acquisition Marketing Associate Marketing Manager, Social Media Senior Manager, Digital Marketing and Social Media Strategy Senior Director, Member Relations Blue Shield of California Sungevity Inc. Kaiser Permenente Oreta, Ashley Pham, Joseph Redding, Nicole Digital Advertising Media Associate Senior Business Leader Senior Communications Manager Franklin Templeton Investments Visa Inc. Pensco Trust Company Ortiz, Mark Phillips, Holly Reese, Jeff National Interactive Marketing Manager Usability and Research Manager Senior Director, Global Brand Marketing American Honda Motor Co., Inc. Agilent Technologies Woodman Labs Osheroff, Tamara Philp, Kerry Reigel, Jason Director, Formalwear Marketing Senior Marketing Manager Senior Manager, Marketing Procurement The Men’s Wearhouse, Inc. Charles Schwab & Company, Inc. Logitech Osuna, Joe Pilare, Ariel Ribero, Michael Broadcast Media Manager Graphic Designer Manager Safeway Inc. Wells Fargo & Co. Visa Inc. Owens, Brian Portet, Nicole Robertson, Tiko Global Head, Brand Strategy Vice President, Advertising Managing Director, Central Marketing EBay, Inc. Charles Schwab & Company, Inc. Charles Schwab & Company, Inc. Saure, Gabriele Owens, Tracy Poveromo, Maria Rodgers, Christian Vice President, Member Relations Western Region Director, Social Media Consumer Marketing Director Ghirardelli Chocolate Company Adobe Systems Incorporated Sungevity Inc. Scarborough Laird, Liz Quirico, Kevin Agilent Technologies Rogers, Chris Blue Shield of California ANA Palos, Stephanie Strategic Sourcing Analyst Salem, Matt Marketer Agilent Technologies Sanchez, Haley Web Marketing Manager Autodesk, Inc. Sanyal, Amadna Logitech Senior Brand Manager Marketing Consultant A.T. Kearney, Inc. Partner Charles Schwab & Company, Inc. Schmidtlin, Shelley Director Rose, Robert Visa Inc. Chief Strategist Blue Shield of California Marketing and Communications Manager Content Marketing Institute Schoenberg, Jaymie Senior Manager, Brand Marketing Rosenberg, Jenny McKesson Corporation Senior Manager Constellation Brands U.S. Charles Schwab & Company, Inc. Ratterman, Linda Pate, Steve Director, Marketing Charles Schwab & Company, Inc. Scott, Mhari Digital Marketing Manager Rossi, Joseph Lucile Packard Children’s Hospital Stanford Market Manager Blue Shield of California Raymonde, Lana Ruegg, Amy Charles Schwab & Company, Inc. Raulwing, Roni Patterson, Shelley www.ana.net Wells Fargo & Co. Manager Parker, Brenda Paxton, Nancy BlackRock, Inc. Direct Marketing Program Manager Kaiser Permanente Raman, Emily Esurance, Inc. Sagar, Sonam Rolla, Korri Charles Schwab & Company, Inc. Brand Strategy Associate Cardlytics, Inc. Strategy Consultant Park, Sarah Senior Manager, Online Marketing Marketing and Events Manager Schmidt, Melanie Qureshi, Rita Senior Marketing Manager Rullo, Stephanie Safeway Inc. Old Navy Senior Manager Director, Broadcast and Video Creative ANA Vision Service Plan, Inc. Managing Director Senior Production Mgr, Marketing Charles Schwab & Company, Inc. Wells Fargo & Co. 12 Marketing Consultant Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Selles, Charlotte Sornberger, Lauren Suslow, Lorin Tolentino, Teresa Senior Brand Manager Manager, Global Consumer Marketing Associate Campari America Levi Strauss & Co. BlackRock, Inc. Senior Manager, Marketing Communications Serper, Natalie Soto, Vanessa Swenson, Sandy Vice President Media Buying, Americas Director Senior Brand Marketing Manager Toomasson, Shaunda Forex Capital Markets Charles Schwab & Company, Inc. Senior Product Marketing Manager Shah, Ashley Spagnola, Jeff Lucile Packard Children’s Hospital Stanford Marke Senior Acquisition Marketing Expert Blue Shield of California Swilley, Richard Autodesk, Inc. Toplic, Leila Blue Shield of California Shapiro, Aaron Stapleton, Eryn Vice President, Digital Sales Senior Business Leader Szymanski, Jessica Live Nation Media & Sponsorship Visa Inc. Shaw, Anita Steffens, Carl Vice President, Senior Marketing Manager Director Union Bank Shaw, Elizabeth Manager, Digital Marketing Constellation Wines U.S. Shen, Mingwei Business Process Manager Adobe Systems Incorporated Sheu, JC Senior Manager Stringer, Matt Online Merchandising Manager Logitech Silverman, AJ Vice President, Strategic Alliances Live Nation, Inc. Singer, Tom Senior Sales Executive United States Postal Service Smith, Bruce Lab CSI Intel Corporation Snyder, Michael Senior Manager, Marketing Ops American Honda Motor Co., Inc. The Men’s Wearhouse, Inc. Su, Florence Hewlett-Packard Company Sullivan, Sharon Union Bank Summers, Lisa Digital Marketing Lead Director, Web Content Marketing Apollo Education Group, Inc. Thornhill, Mary Van De Brooke, John Vice President, Director of Advertising Deloitte Union Bank Tierney, Tracy Vass, Tom Head of Marketing - Defined Contribution VSP Global State Street Global Advisors Tillman, Mac Vega, Carrie Vice President, Marketing and Creative Services Apollo Education Group, Inc. Del Monte Foods Sung, SeMe Social Media Manager Tincher, Jacqueline Blue Shield of California 13 Levi Strauss & Co. BlackRock, Inc. California State Automobile Association (CSAA) Creative Designer Marketing Manager Valentine, Paula PR Specialist Vice President, Strategic Operations Ulf, Kerstin Thompson, Michelle Marketing Associate Marketing Analytics Mgr Intuit Inc. Vailionis, Inga Juniper Networks Social Media Manager Senior Vice President, Marketing Brand and Social Leader, Marketing Excellence KPMG LLP Director, Alliance Marketing Yodlee, Inc. www.ana.net Ueberle, Diane Thompson, Lianne Vice President Digital User Experience Shu, Mary Taylor, Tammy Intel Corporation Strijland, Paulien Wells Fargo & Co. Blue Coat Systems, Inc. Brand Manager Walmart Stores, Inc. Manager, Marketing Communications Franklin Templeton Investments Thomas, Vince Senior Content Manager Hewlett-Packard Company: Corporate Marketing Marketing Database Consultant Tucker, Charles Wells Fargo & Co. Streit, Kay Microsoft Corporation Tahai, Kia Brand Director Charles Schwab & Company, Inc. Director, Marketing Community Tsang, Rick Wells Fargo & Co. Director, Global Product Marketing Stepanek, Megan Franklin Templeton Investments BlackRock, Inc. Associate Adobe Systems Incorporated Lam Research Corp Product Manager Attendees ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Verdan, Mary Weinstein, Rich Wilson, Cindy Wuson, Basil Project Manager Senior Vice President/Group Account Director Senior Director, Marketing Principal Juniper Networks A.T. Kearney, Inc. Winder, Jenille Ybarra, Megan Integrated Marketing Manger Advertising and Media Advisor Safeway Inc. Chevron Corporation Wolfe, Katie Yeadon, Greg Online Community Manager Brand Manager Franklin Templeton Investments Central Garden & Pet Company Wong, Christina Del Monte Foods Yip, Amy Franklin Templeton Investments Verrall, Danni The Martin Agency, Inc. Senior Director Whichard, Amanda University of Phoenix Senior Digital Marketing Manager Vervaecke, Laura Central Garden & Pet Company LPL Financial White, Rachel Experian Consumer Services Vig, Purnima Wicke, Scott Strategic Architect - Director IT Manager Franklin Templeton Investments Johnson & Johnson-LifeScan Wagle, Ninad Williams, Jessica Researcher Manager, Marketing Operations, Internal Activation Yuen, Donald Community and Social Media Communication Visa Inc. Apollo Education Group, Inc. Cisco Systems, Inc. Williams, Matt Wong, Sue Zamora, Carlos Chief Executive Officer Manager Creative Services - Design Marketing Consultant The Martin Agency, Inc. Franklin Templeton Investments Blue Shield of California Williams, Shelley Wood, Chris Zheng, Carrie Director, Brand Expression Product Manager Senior Brand Manager Alaska Airlines, Inc. Logitech Outerwall Inc. Wilson, Amy Woods, Rob Zucca, Erika Social Media Campaign Manager Vice President, Creative Strategy Associate Firm Marketing Manager Apollo Education Group, Inc. Wells Fargo & Co. Franklin Templeton Investments Associate Vice President EBay, Inc. Wallace, Toni Director, Strategic Marketing and Partnerships Columbia Records, Division of Sony Music Walthers, Lisa Relationship Marketing Manager Sungevity Inc. Webb, Robert Wong, Leona Global Sourcing Manager Intel Corporation www.ana.net 14 Associate Marketing Manager The Clorox Company Marketing Manager ANA Member Benefits Membership with the ANA gives you the resources and opportunities to learn from your peers and today’s marketing masters. We provide you and your team with the opportunity to network, share, and engage to make better marketing decisions, to build the overall value of your brands, and to advance a new era of marketing industry leadership. ANA MEMBERS BENEFIT FROM KNOWLEDGE 570+ companies CONNECTION the extensive experience of & 10,000+ brands that collectively spend more than $250 billion We deliver proprietary industry insight and thought leadership, grounded in more than 100 years of experience, to help you make better decisions and give you the edge you need to succeed. We facilitate an ongoing conversation among marketing’s best and brightest, to drive the cross-pollination needed to advance both individual and industry. LEADERSHIP We drive the agenda that shapes the marketing industry and advances marketing excellence. on marketing and advertising each year. ANA members have access to an exclusive portfolio of products and services including: Government Relations Marketing Knowledge Center Regulatory Issues Legislation Representation 8,000+ Proprietary Marketing Insights Customized Research Industry Surveys and White Papers School of Marketing Team Training Individual Training Half-Day Complimentary Workshop Conferences and Committees 30+ National and Regional Conferences 20+ Committees Weekly Webinars The ANA is dedicated to providing its members with leadership that drives marketing excellence and shapes the future of the industry. Our membership team, comprised of seasoned marketers with years of experience across a broad range of industries, are dedicated to helping you get the most out of your ANA membership. 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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 industry. To ensure that we continue to represent your company’s interests effectively, we need to hear about the issues impacting your business. Please have your legal and government relations professionals reach out to us so we can work together to protect your bottom line. Here are some ways you can engage with the Washington office: • Sign up for our mailing list to stay informed on developments in Washington, the states, and the courts. • Join the ANA Legal Affairs Committee to discuss the latest legal threats and how to respond. • Attend the ANA Advertising Law & Public Policy Conference. • Visit the advocacy section of ANA’s website for updates on government relations issues. • Follow us on Twitter: @ANAGovRel 2020 K Street, NW, Suite 660, Washington, DC 20006 | 202.296.1883 | [email protected] www.ana.net/membership ANA Marketing Knowledge Center With more than 8,000 insights, the Marketing Knowledge Center provides you with high-quality, relevant, and actionable content that spans the marketing spectrum. Case Studies, Videos, and Marketing Toolkits Marketing toolkits, tools, and templates to help you expand your marketing know-how and complete projects effectively. 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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 Our team of qualified, resourceful information experts are available for your member inquiries. 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