Brand Masters Conference - Association of National Advertisers

Transcription

2014 ANA
Brand Masters
Conference
February 26–28 | The Westin Diplomat Resort & Spa | Hollywood, Fla.
Download the ANA mobile app — e.ana.net
We’ll be live tweeting throughout the conference (@ANAMarketers),
as well as posting photos and other information at facebook.com/ANA.
Join the conversation online using the hashtag #ANABrand.
www.ana.net
Table of Contents
2014 ANA Brand Masters Conference
presented by Mashable
Agenda............................................................................. pg 3
Speaker Bios�� pg 7
Attendee List��pg 15
ANA Member Benefits�� pg 33
Sponsor Information��pg 37
www.ana.net
1
Agenda
WEDNESDAY, FEBRUARY 26
THURSDAY, FEBRUARY 27
Registration Opens (3:00 p.m.)
Breakfast (7:30 a.m.)
Sponsored by Cardlytics
Preconference Session (4:00 p.m.)
BRANDING IN A DIGITAL WORLD
What does it take for brands to cut
through the clutter? How do brands
truly engage with and win loyalty from
consumers in the digital age? ANA’s
Marketing2020 partner EffectiveBrands
will share key learnings from the
Marketing2020 study, and review a
framework for assessing, building, and
embedding winning brand characteristics. Come prepared to be challenged
and leave with practical guidelines that
every brand can apply.
Marc de Swaan Arons
Founder
EffectiveBrands
Kimberly Orton
Partner and Managing Director
EffectiveBrands
SPEAKING TO THE CONSUMER
IN B-TO-B MARKETING
B-to-B Marketing used to be simple:
living up to its nickname of “Boring
to Boring,” it was formulaic and, full
of product facts and proof points. We
were forgetting that B-to-B buyers are
people first. Reaching through to the
“consumer” in your target business
audience may be the best way to influence behavior. Cardlytics, the pioneer
in card-linked marketing, will share its
recent experiences deploying B-to-C
strategies to educate its B-to-B audience on the benefits of card-linked
marketing, and then open the discussion to learn from the B-to-B marketers
in the audience during this eye-opening
breakfast session.
Kasey Byrne
Chief Marketing Officer
Cardlytics
General Session (8:30 a.m.)
Chief Revenue Officer
Roger Adams (Host)
Senior Vice President, Chief Marketing Officer
USAA
Bob Liodice
President and Chief Executive Officer
ANA
TACO BELL:
AD AGE MARKETER OF THE YEAR
Taco Bell, named 2013 Ad Age
Marketer of the Year, has proved to be a
change agent with its approach to new
product innovation, Millennial-targeted
marketing, and social media. Taco
Bell has also created unprecedented
engagement across its digital and social
channels, in ways that are authentic,
relevant, and real-time. Discover what
Taco Bell learned along its journey, and
how cross-functional teams are able to
be agile by using a smart and nimble
approach to increase sales and, loyalty
and drive ongoing conversations that
matter.
Chris Brandt
Dinner (7:30 p.m.)
www.ana.net
Seth Rogin
Mashable
Opening Reception (6:30 p.m.)
Sponsored by Digilant
WELCOME/OPENING REMARKS
Taco Bell
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Agenda
CHOBANI: FROM CATEGORY DISRUPTER
TO MARKET LEADER
What does it take to wake up a sleepy
category? For the yogurt aisle, it was
a vision and commitment to do things
better. Six-year-old Chobani was started
with a clear vision: to craft a delicious,
nutritious product which used only
natural ingredients and was accessible
to everyone. Now, Peter McGuinness,
chief marketing and brand officer for
the No. 1-selling Greek yogurt brand,
is building a marketing infrastructure to
maintain the brand’s leadership position. Join him to hear how Chobani
challenged the status quo, catalyzed a
food craze, and surpassed $1 billion in
its quick rise to success—and what’s
next for the market leader.
Peter McGuinness
Chief Marketing and Brand Officer
Chobani
Coffee Break (10:25 a.m.)
Sponsored by Smithsonian Channel
General Session Cont. (10:45 a.m.)
THE HOSTESS STORY
After liquidating in late 2012, Hostess
was left for dead. Five months later,
new ownership wanted to resurrect the
iconic maker of Twinkies. But this nostalgic brand, popular only among older
moms, needed to reach a younger audience to survive. So it made a play in
major markets to generate buzz, and
used social media to turn that buzz
into national awareness. When stores
sold out of product within 48 hours
of launch, it wasn’t just a comeback.
It was the sweetest comeback in the
history of ever.
Rich Seban
President and Chief Operating Officer
Hostess Brands, LLC
Matt Bowne
Creative Director
Bernstein-Rein
HELLO PRODUCTS: A FRIENDLY
DAVID-VERSUS-GOLIATH STORY
Hello is a brand of “seriously friendly”
oral care products, including toothpastes, mouthwashes, and breath
sprays, that launched in April 2013.
This tiny company (fewer than 10
people!) has gotten its products on
some of the largest retailer shelves in
the U.S. in record time, and is leading
a valiant charge against titans such as
P&G, Colgate, and J&J. Founder and
CEO Craig Dubitsky is obsessed with
design, and has a history of advising,
investing in, and creating transformational consumer brands such as Method
and eos. The Hello story — which
includes meaningful disruption in media
and merchandising - is inspirational and
will leave you with the confidence to
take on the world.
Craig Dubitsky
Founder and CEO
Hello Products LLC
MIZUNO USA: STRAIGHT FROM
THE HEART MARKETING
In this age of head-spinning change, we
are tempted to look at individuals as just
“likes” or as “decimal points that add
up to big data.” Mizuno, winner of the
Most Effective Brand in North America
in 2013 according to the Effie Index,
takes a different approach, and relies
on authenticity to spread pure love of
sports and drive brand fans. Mizuno
USA will share the inside story of how
Mizuno, as a challenger brand, blends
best-in-class marketing principles and
organizational values to thrive in a highly
competitive market.
Ahmet Abaci
Vice President, Brand Marketing
Mizuno USA
Luncheon Keynote (12:45 p.m.)
Sponsored by Mashable
WHAT’S NEXT IN DIGITAL AND
TECHNOLOGY
Christina Warren, Mashable’s senior
technology analyst, is an expert in
digital culture and has been featured
on many national programs including
CNN, Bloomberg, NPR, and WSJ Radio.
At Mashable, Ms. Warren writes about
technology, mobile computing, development, and design with a focus on the
intersection between new media and
technology. During her keynote, Warren
will discuss 2014 trends, what’s next in
digital and technology, and what that
means for brands.
Christina Warren
Senior Technology Analyst
Mashable
General Session Cont. (2:00 p.m.)
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Agenda
CITI BIKE: THE CURRENCY OF
BRAND GENEROSITY
HOW TO COME BACK SWINGING
“THE HONDA WAY”
Since its May launch, Citi Bike has
far exceeded all expectations. Riders
have pedaled over seven million miles,
burning 280 million calories along
the way. Citi Bike’s estimated mileage
equates to more than 880 trips around
the world, or going to the moon and
back 15 times. With its launch, Citi
Bike, operated by NYC Bike Share, has
helped residents and visitors unlock the
city. It also aligned the Citi brand with
a highly useful and beneficial service.
Find out from Citi what made the Citi
Bike launch so successful and how
giving back to consumers in a meaningful way translates to stronger brand
engagement and results.
Honda has been one of the most
trusted automotive brands for the last
50 years, but found itself clobbered
with a one-two punch in 2011. First, a
devastating earthquake and tsunami in
north eastern Japan affected the global
supply chain and shut down production.
Then a scuffle with a noted consumer
publication over one of its core models
gained national attention. Honda seized
the opportunity to rethink its communications strategies to spark positive
word-of-mouth. This included a restructuring of its internal marketing function and revamping its external agency
relationships. Focusing on the next 50
years, its new model places emphasis
on innovative marketing strategies. Hear
Honda’s “turn-on-a-dime” success
story and learn how it reflects the automaker’s determination to create something new — and then immediately set
about making it better.
Elyssa Gray
Director, Head of Creative and Media, NA Marketing
Citigroup, Inc.
SAMSUNG:THE NEXT BIG THING
IS ALREADY HERE”
Samsung had a great product, but no
one saw their brand as an industryleading innovator. However, Samsung
managed to turn things around and
establish its Samsung Galaxy product
line as the alpha Android brand. Todd
Pendleton, chief marketing officer
at Samsung Telecommunications
America, will share how his team transformed Samsung Mobile through the
Effie Award-winning case study “The
Next Big Thing is Already Here.” Mr.
Pendleton will also reveal a “behind the
scenes” look at the road to Samsung
Mobile’s success.
Mike Accavitti
Senior Vice President, Automobile Operations
American Honda Motor Company
General Session Adjournment (4:00 p.m.)
Reception (6:00 p.m.)
Sponsored by The Halo Group
Todd Pendleton
Samsung Telecommunications America
www.ana.net
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FRIDAY, FEBRUARY 28
Breakfast (7:30 a.m.)
Sponsored by Edelman
General Session (8:30 a.m.)
HILLSHIRE BRANDS:
THE $4 BILLION STARTUP
In June 2012, Sara Lee Corp. spun off
its international coffee business and
then changed its name to The Hillshire
Brands Company to better reflect its
new set of focused food offerings. Being
a new company with brands that had
decades of history is a unique proposition. President of Hillshire’s retail business, Andy Callahan will share how the
company leverages the assets of brands
such as Jimmy Dean, Ball Park, and
Hillshire Farm while also focusing on
innovation and building a new corporate
culture.
Andy Callahan
President, Retail
Hillshire Brands Company
Agenda
DUNKIN’ BRANDS:
DRIVING BRAND INNOVATION
With more than 17,000 points of distribution in nearly 60 countries worldwide,
Dunkin’ Brands Group, Inc. is one of
the world’s leading franchisors of quickservice restaurants, serving hot and
cold coffee and baked goods, as well
as hard-serve ice cream. Discover how
Dunkin’ Brands leverages consumer
insights to foster product innovation
and develop a 360-degree approach
through a unique combination of brand
promise, advertising, menu, in-store
environment, mobile, and social media
strategies.
Chris Fuqua
Dunkin’ Donuts
Coffee Break (10:00 a.m.)
General Session Cont. (10:20 a.m.)
AUTONATION: REBRANDING A LARGE
ORGANIZATION FILLED WITH
“ARMCHAIR CMOS”
Very few marketers have the opportunity to start with a clean slate in brandbuilding. More often, we seek to drive
awareness, consideration, and trial for
an existing brand, making relatively
gradual changes to positioning as we
drive business objectives. But what if
a larger shift is in order? This presents
great opportunity, but also major risks
to marketers. AutoNation, Inc. will share
its experiences—both positive and negative—in rebranding a large organization chock-full of armchair CMOs.
Greg Revelle
Senior Vice President and Chief Marketing Officer
AutoNation, Inc.
AN INSIDE LOOK AT MILLENNIALS
Millennials are the largest living generation and the most coveted consumer group since the Baby Boom.
They are early adopters of technology
and heavy users of online, social, and
mobile media. Therefore, it is critical for
marketers to learn how to connect with
this important group. This session will
feature a line-up of recent recipients of
the ANA Rising Marketing Star Award.
These individuals are young marketing
professionals who were nominated by
senior executives at their companies as
role models for the industry’s younger
workforce. This panel will offer realworld advice and examples of effective ways to engage with the elusive
Millennial audience as a consumer and
an employee.
Courtney Buckley
Associate Marketing Manager
Sponsored by AudienceXpress
Allstate Insurance Company
Coley Holnback
Marketing Manager, Global Sponsorship Marketing
Visa Inc.
Sloan White
Brand Manager, Retail Partnerships
Capital One
Moderated by: Roger Adams
Senior Vice President, Chief Marketing Officer
USAA
ANA Brand Management Committee Chair
Conference Adjournment (12:00 p.m.)
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Speaker Bios
Ahmet Abaci, vice president of brand marketing at Mizuno USA, has more than 20 years of experience as a
global marketing and strategy executive in consumer packaged goods, over-the-counter, retail, and sporting
goods industries. Prior to joining Mizuno in 2012, Mr. Abaci led the development and execution of engaging
consumer brand experiences and delivered strong financial results at Kimberly-Clark Corporation, Bausch &
Lomb, and SSL International (now part of Reckitt Benckiser) in local and global roles. Today at Mizuno, he
leads brand strategy and execution for running, golf and team sports divisions.
Ahmet Abaci
Vice President,
Brand Marketing
Mizuno USA
Roger Adams has more than 30 years of marketing experience, spanning consumer packaged goods, durables, and retail industries. Prior to USAA, where he has been chief marketing officer (CMO) since 2010, he
served as CMO at Lord & Taylor and The Home Depot, with responsibility for advertising, media, customer
relationship management (CRM), sponsorships, e-commerce, and credit marketing. Previously, Mr. Adams
was executive director of advertising, marketing, media, and CRM for General Motors. He began his marketing career at PepsiCo. Mr. Adams received a B.S. in communication studies from Northwestern University
and an M.B.A. from New York University. A member of the board of the ANA, he also serves as the chairman of its brand management committee.
Roger Adams
Senior Vice President,
USAA
Michael J. Accavitti
Automobile Operations
American Honda
Motor Co., Inc.
www.ana.net
As senior vice president of automobile operations for American Honda Motor Co., Michael Accavitti oversees
product planning, logistics, and marketing for both the Honda and Acura automobile brands. His responsibilities for product planning and logistics include sales and production planning, distribution, quality assurance, company vehicle administration and market research. Mr. Accavitti also oversees Honda and Acura
brand management, national advertising, media operations, shows and experiential marketing, motor sports
marketing, and marketing communications, including analytics, ECRM and database operations, digital marketing, and social media. Prior to joining American Honda, he was an executive automotive advisor for Cisco
Systems. He served a 25-year tenure with the Chrysler Corporation working in various areas including engineering, production management, finance, international business development, product and brand planning, and marketing, culminating in his appointment as president and chief executive officer of the Dodge
brand and Leading Marketing Executive for the Chrysler Group. Mr. Accavitti holds a bachelor of science
degree with a concentration in industrial engineering and management from Western Michigan University,
an M.B.A. from Wayne State University, and a juris doctor from the Detroit College of Law at Michigan State
University.
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Speaker Bios
Matt Bowne is a nationally recognized creative director at Bernstein-Rein in Kansas City. He’s responsible for many major campaigns, including the acclaimed 2013 resurrection of Hostess Brands. To reach a
younger generation of snack lovers, Mr. Bowne penned “The Sweetest Comeback in the History of Ever”
theme and led the development of an integrated campaign that achieved record sales for the company. He
has helped clients such as McDonald’s, MetLife, Sonic Drive-In, Blue Bunny Ice Cream, Missouri Lottery, PA
Tourism and UMB Financial tell their stories. His work has been recognized by the Radio Mercury Awards,
the Webbys, the ADDYs, the World Lottery Association, Communication Arts and Tori Spelling’s Twitter
account (she liked his Blue Bunny spot).
Matt Bowne
Creative Director
Bernstein-Rein
Chris Brandt
Taco Bell Corp.
Courtney Buckley
Associate Marketing
Manager
Allstate Insurance
Company
As the chief marketing officer at Taco Bell, Chris Brandt leads brand marketing, media and brand sponsorships, consumer insights, brand experience, and digital marketing. He has overseen marketing strategy for
ongoing and new platforms, led the launch of Doritos Locos Tacos, developed the Cantina Bell menu and an
innovative, multi-year marketing calendar featuring breakthrough innovation platforms to drive sales growth.
Mr. Brandt joined the Taco Bell team in 2010 as senior director for marketing and was promoted to
vice president in 2012. He assumed responsibility for brand experience and helped bring “Live Más” to life.
Prior to Taco Bell, he served as vice president of marketing for Odwalla and as a member of Odwalla’s executive team. Before joining Odwalla, Mr. Brandt spent eight years working on a variety of brand management
assignments at General Mills including Betty Crocker, Foodservice, Big G Cereals, Nature Valley Granola
Bars, and Yoplait. He graduated with honors from University of California, San Diego with a B.A. in economics and received his M.B.A. with honors from the Anderson School at UCLA.
As associate marketing manager at Allstate Insurance Company, Courtney Buckley leads the development
and execution of public relations and social media programs for Allstate’s integrated marketing communications department. This includes support of Allstate’s general market and multicultural sponsorships and
college sports, including Allstate® Sugar Bowl®, Allstate’s “Good Hands®” Field Goal Net program across
80 partner universities, NCAA®, SEC, Big Ten, and soccer including MLS, USSF, and Mexican National
Soccer Team, to build Allstate’s brand consideration and preference. Additionally, she leads public relations
support for the company’s motorcycle advocacy marketing initiatives. Under her leadership, Allstate’s public
relations campaigns have been recognized with numerous awards including six Chicago Skyline Awards and
an Award of Excellence from PRSA’s Silver Anvil Awards. Ms. Buckley was recognized as a Rising Marketing
Star by the ANA in 2012 for her leadership and work on Allstate’s motorcycle marketing and public relations campaigns “Once Is Never Enough” (O.N.E.) advocacy work for motorcycle safety, which has won five
awards since its inception. She holds a bachelor of liberal arts degree from Southern Illinois University.
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Speaker Bios
Kasey Byrne
Cardlytics
Andy Callahan
President of Retail
The Hillshire Brands
Company
Marc de Swaan Arons
Founder and Chairman
EffectiveBrands
www.ana.net
Kasey Byrne is chief marketing officer at Cardlytics, she joined the company in 2011. Ms. Byrne has over 15
years’ experience in strategy, organizational development, marketing, communications and project management. Most recently, she served as managing director of BrandCulture where she lead a number of brand
consulting projects focused on high technology, early-stage growth businesses. Prior to BrandCulture, she
was the chief communications officer of Overture Services, Inc. (since acquired by Yahoo!), the Internet
search pay-for-performance pioneer where she oversaw all of the company’s communications, investor relations, and public relations. Earlier Ms. Byrne was a management consultant at McKinsey & Company specializing in catalyzing technology, financial services, and organizational performance. She began her career
as a software engineer working with both Hewlett-Packard and Digital Equipment Corporation. She holds a
M.S. in management from the Sloan School of Management at MIT and a B.S. in engineering from Cornell
University.
Andy Callahan is president of retail at The Hillshire Brands Company. He is responsible for the company’s
consumer-facing meats and frozen desserts businesses in North America. Prior to his current position, Mr.
Callahan served as senior vice president, chief customer officer for Sara Lee Corporation’s North American
operations as well as president of Sara Lee’s $1.8 billion North American Foodservice segment and vice
president of marketing for Sara Lee’s breakfast and snacking business unit. He joined Sara Lee in 2008
from Kraft Foods, Inc. where he spent 13 years in various positions of increasing responsibility in marketing, sales, and general management. His roles at Kraft included vice president, customer development
on Kraft’s SUPERVALU business, general manager of The Churny Company and leading Kraft’s process
cheese portfolio. Prior to Kraft, Mr. Callahan spent seven years in the Navy as a naval flight officer. He holds
a bachelor of science degree in mechanical engineering from the United States Naval Academy and a master’s degree in business administration from the Florida Institute of Technology.
Marc de Swaan Arons is a founder and chairman of EffectiveBrands and an acknowledged thought leader
in the burgeoning area of global marketing leadership. As chairman of EffectiveBrands, Mr. de Swaan Arons
cofounded EffectiveBrands in 2001, following a successful career with Unilever working in the Netherlands
and New York. At EffectiveBrands, he spearheads the Leading Global Brands™ study, an ongoing learning
project with contributions from more than 250 global brands and 2,500 global brand leaders. He is a frequent keynote speaker at business schools, companies, and industry conferences. He has been quoted in
The Financial Times, Fortune, Forbes, The New York Times, The Wall Street Journal, The Chicago Tribune,
The Atlantic, Advertising Age, Campaign Asia, Marketing Week, and Brandweek. Mr. de Swaan Arons is
coauthor of the best-selling marketing book The Global Brand CEO: How to Build the Ultimate Marketing
Machine. He serves as a volunteer on the advisory board of GoodWeave, which works towards ending child
slavery in the carpet industry. Educated in the U.K. and the Netherlands, he holds a business economics
degree from the Erasmus University.
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Speaker Bios
Craig Du1bitsky
Founder and Chief
Executive Officer
Hello Products LLC
Chris Fuqua
Vice President, Brand
Marketing
Craig Dubitsky is founder and chief executive officer of Hello Products. Hello has taken the oral care category by storm and gone from concept to commercialization in only six months and from launch to over
20,000 top retail doors in as much time. Prior to Hello, Mr. Dubitsky cofounded the Kind Group, where he
conceived the eos brand. He was retained by Boots, the U.K.’s largest health and beauty retailer, to advise
the strategic U.S. rollout of its No. 7, Botanics, and Mediterranean cosmetic and skin care brands, leading
to a Boots aisle and over 700 SKUs in Target stores nationwide. Mr. Dubitsky’s history with transformational
brands dates back to his role advising Simon Property Group on ventures. He identified and led the initial
investment in Method Products and served on the Method board of directors. His involvement with revolutionary consumer packaged goods includes strategizing with Seventh Generation on innovation and design
and serving as chief marketing officer of Popcorn, Indiana. He is chairman of the advisory board of Lexicon
and has served as a board member of the Art Directors Club.
_
Chris Fuqua joined Dunkin’ Brands in 2009 and currently serves as the vice president of brand marketing for Dunkin’ Donuts. Mr. Fuqua is responsible for leading menu strategy, positioning the brand for growth
opportunities across categories and dayparts, and managing the innovation-to-market process. Previously
at Dunkin’, he led the strategy team, where he focused on identifying and prioritizing long-term growth
opportunities for all global segments of Dunkin’ Brands. He also led the business analysis and advertising fund finance teams, incorporating analytical rigor into day-to-day decision making across all parts of the
company and managing the advertising fund profit and loss. Mr. Fuqua came to Dunkin’ from McKinsey
and Company’s Boston office, where he led client engagements in the retail and consumer packaged goods
sectors, specializing in strategy, in-store execution, and organizational design. Earlier in his career, he
served as a naval flight officer in the United States Navy. Mr. Fuqua holds an M.B.A. from the Tuck School
of Business at Dartmouth and a B.S. in political science from the United States Naval Academy.
Dunkin’ Brands Inc.
Elyssa Gray
Director, Head of Creative
and Media, NA Marketing
As Citi’s director of creative and media for the NA consumer marketing division, Elyssa Gray manages Citi’s
advertising campaigns and media investment strategy for all of the U.S. consumer banking businesses—
credit cards, retail bank, small business, commercial and mortgage, with a strong focus on driving brand
metrics and organic growth. She has also been responsible for championing the brand’s digital transformation and leadership, creating industry best-in-class digital programs. Work that she and her team have led
over the past two years has been lauded throughout the industry and has received numerous accolades,
including several ADDY’s, Midas, New York Festivals, Mashies, Radio Mercury and FCS Portfolio awards,
most notably for the launch and activation of Citi Bike in 2013. Prior to joining Citi, Ms. Gray was the head
of global media and creative for Visa Inc. Her advertising foundation was built at BBDO NY, working in
both media and account services departments on brands including DuPont, Gillette, Texaco, Visa USA,
Armstrong, and Thomasville. Ms. Gray is a University of Vermont graduate.
Citi
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Speaker Bios
Coley Holnback is marketing manager, global sponsorship marketing at Visa Inc. She is responsible for the
development of Visa’s global visual identity system for the 2014 FIFA World Cup Brazil™ and manages the
execution for Visa’s entire on-site branding presence across 12 stadiums throughout Brazil. Ms. Holnback
has become proficient in Portuguese to be even more effective in Brazil. Previous to the FIFA World Cup™,
Ms. Coley supported Visa’s sponsorship of the 2013 FIFA Confederations Cup™ and the 2012 London
Olympics. She began her career at Visa four-and-a-half years ago in the inaugural year of Visa’s new graduate rotational program. In 2013, Ms. Holnback was recognized by Ad Age magazine as one of the ’40 under
40’ as well as by ANA as a Rising Marketing Star. She is a graduate of the University of Denver.
Coley Holnback
Marketing Manager,
Global Sponsorship
Marketing
Visa Inc.
As chief marketing and brand officer at Chobani, Peter McGuinness oversees all global marketing and communication efforts for America’s top-selling Greek yogurt brand, including advertising, brand strategy, innovation, pricing, experiential, retail and digital marketing, and public relations. Prior to Chobani, he served as
president and chief executive officer of DDB Chicago and Gotham. He brings more than 20 years of global
marketing experience to the company, with a successful track record of shaping and growing some of the
world’s most iconic brands including MasterCard, Johnson & Johnson, Unilever, McDonald’s, Microsoft, and
Sony. He is an active industry leader, serving on influential boards including the Advertising Council, 4A’s,
and the Advertising Educational Foundation. He is a member of the AAF Advertising Hall of Achievement
and a David Rockefeller Fellow for the Partnership of New York City.
Peter McGuinness
Chief Marketing and
Brand Officer
Chobani
Kimberly Orton is a partner and the managing director in EffectiveBrands’ New York office. Her client work
includes Sony, Campbell, Merck, Mylan, Hershey, Shiseido, Kao and Novartis. She has particular expertise
in the design, development and implementation of strategic consumer-based programs for global markets.
Ms. Orton recently led Lippincott’s consumer packaged goods/packaging design practice area as a senior
partner. Her clients included Diageo, Kraft, Pfizer, Pursuit of Happiness, Leapfrog, Wal-Mart and Intuit.
Prior to joining Lippincott, Ms. Orton was the vice president and managing director at Lipson Alport Glass &
Associates. Earlier, she maintained several leadership roles at The Coca-Cola Company over the span of 14
years. Ms. Orton holds a B.S. from Colorado State University.
Kimberly Orton
Partner and Managing
Director
EffectiveBrands
www.ana.net
11
Speaker Bios
Todd Pendleton
Samsung
Telecommunications
America
Greg Revelle
Senior Vice President and
Todd Pendleton is chief marketing officer for Samsung Mobile USA. He sets the marketing strategy for
iconic products and Samsung Mobile’s channel presence. Since joining Samsung in 2011, he has reshaped
the company’s brand image in the U.S. with the launch of “The Next Big Thing Is Here” marketing campaign. Under his leadership, Samsung Mobile USA has been one of the fastest-growing social brands in
the world, growing more than 26 million fans in 16 months. Mr. Pendleton spent 15 years at Nike, Inc. prior
to joining Samsung. During his tenure, he advanced from advertising manager to become Nike’s first basketball brand manager. He led the team that signed LeBron James and Kobe Bryant and developed some
of the company’s most-iconic marketing campaigns including Freestyle - Time magazine’s 2001 Ad of the
Year; the Grammy nominated “I’m Better Than I’ve Ever Been” 25 Years of Air Force One celebration; “Write
the Future” Global World Cup campaign; Livestrong: “Chalkbot” Tour de France initiative; and Nike China’s
“Just Do It” Olympic campaign. Mr. Pendleton holds a bachelor’s degree from Northeastern University,
located in Boston, Massachusetts.
Greg Revelle, senior vice president and chief marketing officer, is responsible for marketing and eCommerce at AutoNation, the largest automotive retailer in the U.S., with over 21,000 employees and $17 billion
of annual revenue. In this role, Mr. Revelle oversaw a major overhaul of the company’s marketing organization and platform, including rebranding the company’s footprint under a single national name, building organizations with expertise in digital marketing and eCommerce and launching all-new desktop and
mobile Web platforms. He also oversaw the development a consolidated set of company-wide brand attributes to build the new brand and achieve consistency across all customer communications. Previously, Mr.
Revelle was vice president at Expedia, where he led global online advertising spanning 27 countries. He
also held various leadership roles in strategy and mergers and acquisitions, serving as a board member of
CruiseShipCenters, Inc. Mr. Revelle graduated with an A.B. from Princeton University and an M.B.A. from
Harvard Business School.
AutoNation, Inc.
Seth Rogin
Seth Rogin is the chief revenue officer at Mashable, where he is developing a diverse revenue portfolio.
Responsible for advertising sales, branded content and monetization of new products, he joined Mashable
in June 2013. Previously, Mr. Rogin worked for The New York Times for 13 years in various positions, most
recently leading the sales operations for all mobile and tablet devices. He was also responsible for the sales
and business operations of The New York Times Magazine and T, the company’s style magazine, including the creation and highly successful launch of the first Web site for T. Mr. Rogin has served for three
years on the executive committee of the American Heart Association’s Go Red for Women New York annual
event and will be honored as their first ever male “Luminary” in 2014. He also served for four years on the
Education Foundational for the Fashion Industries, benefiting the Fashion Institute of Technology.
Mashable
12
www.ana.net
Speaker Bios
Richard C. Seban
President and Chief
Operating Officer
Currently serving as president and chief operating officer of Hostess Brands, Rich Seban has more than 30
years’ experience in sales, marketing, and product innovation. He recently played a key role in leading the
comeback of the Hostess brand. Mr. Seban joined Interstate Brands Corporation (IBC), owner of numerous
brands including Hostess and Wonder bread, as chief marketing officer in 2005. He later served as chief
customer officer and chief operating officer of the company, which changed its named to Hostess Brands,
Inc. in 2009. He was named president of the new Hostess Brands, LLC, which was formed following the
acquisition of the Hostess brand by investors Metropoulos & Co. and Apollo Global Management in 2013.
Prior to joining IBC, he served as president and chief operating officer of High Liner Foods, Inc. and vice
president of consumer products at Rich Seapak Corporation. Before that he held several positions at Sara
Lee Bakery, including vice president of customer marketing. Earlier in his career, he held positions at the
Campbell Soup Company and Henri’s Food Products. Mr. Seban is a graduate of Northern Illinois University.
Hostess Brands, LLC
Christina Warren
Christina Warren is a senior technology analyst at Mashable, where she writes about technology, mobile
computing, development, and design, with a focus on the intersection between new media and technology.
She is also a speaker, podcaster and video host. Ms. Warren has been featured on CNN, NPR, Bloomberg,
WSJRadio, the BBC, Fox News, and Marketplace Radio. As a speaker, she has presented at Yale University,
the Handheld Librarian Conference, SXSW Interactive, NAB Show and other events and conferences across
the country. Before joining Mashable in 2009, Ms. Warren was the deputy editor at Download Squad and
The Unofficial Apple Weblog. She has also written for USA Today and for AOL’s StyleList Blog. Ms. Warren
was also an associate editor at AMC Entertainment’s Script-to-Screen blog and can be heard on an assortment of podcasts at 5by5.tv.
Mashable
Sloan White
Sloan White is brand manager of retail partnerships at Capital One. Ms. White manages marketing for
one of Capital One’s luxury retail credit card partnerships. She handles all credit marketing for Saks Fifth
Avenue’s SaksFirst loyalty program. She collaborates with Saks Fifth Avenue on the development of comprehensive brand marketing strategies for their luxury retail partnership segment, including acquisitions and customer management/loyalty activities. For over six years, Ms. White’s leadership has helped make Capital
One a top brand in college sports. She previously led all integrated marketing efforts for the annual Capital
One Mascot Challenge and Capital One Bowl. In 2012, Ms. White was recognized by the ANA as a Rising
Marketing Star. In addition, she was named one of the ‘40 Under 40’ by Ad Age magazine. She is a 2007
graduate of the University of Richmond.
Brand Manager, Retail
Partnerships
Capital One
www.ana.net
13
14
www.ana.net
Attendees
SORTED BY NAME
Abaci, Ahmet
Mizuno USA
Abraham, Tammy
Director, Brand Solutions
National Geographic
Accavitti, Mike
Adams, Roger
USAA
Aldredge, Keith
Vice President Marketing
Flowers Foods
Ali, Carolina
Account Supervisor
LMO Advertising
Aminoff, Susan
Managing Director, Audio Identity
EliasArts
Anauate, Fabiana
Senior Director, Marketing
Communication
Burger King Corporation
Aranda-Mori, Ayrie
Barber, Justin
Blue, Sarah
National Sales Manager
Director / Partner
Global Business Development Manager
Alcance Media Group
Strike Anywhere
Burns Entertainment
Arata, Todd
Barlow, Rachelle
Boasberg, Jules
Brand and Advertising Program Manager
Executive Vice President, Growth Officer
Comcast Cable
Wells Fargo & Co.
Bernstein-Rein Advertising, Inc.
Arce Salazar, Alejandra
Barr, Jodi
Boothe, Chris
Latin America Region Manager
Director, Marketing and Partnerships
Chief Executive Officer
Alcance Media Group
National Geographic Society
Spark Communications
Arevalo, Denise
Bartyzel, Sean
Borges, Stephanie
Senior Category Manager - Marketing
Procurement
Senior Vice President
Director, Corporate Alliances
Koeppel Direct
Six Flags, Inc.
Bauer, Jonathan
Bottone, Mary Ellen
Chief Strategy Officer
Vice President, Advertising Sales
Droga5
Smithsonian Channel
Beagen, Tim
Bowne, Matt
Director, Business Development
Creative Director
Networked Insights (NI)
Bernstein-Rein
Disney Consumer Products, Inc.
Bell, David
Brandt, Chris
Axe, Lauren
Chairman
Pegasus Capital Advisors, L.P.
Taco Bell
Checkers Drive-In Restaurants,
Inc.
Bennett, Scott
Tongal
Brooker, Brian
Bacon, Leslie
Bennett, Teah
Office Depot
Aslam, Janelle
Product Manager
Hisamitsu
Avent, Lisa
Vice President, Strategic Marketing,
Family and Teens
Director Brand Marketing
Chief Creative Officer
Vice President of Business Development
Brown, Jason
Chief Marketer Network
Implementix
Vice President, Head of National Sales
Bailey, Carissa
Berg, Ed
Group Publisher
The DIRECTV Group, Inc.
Director, Member Relations
Brownstein, Evan
ANA
ANA
Senior Director of Marketing
Orange Leaf Frozen Yogurt
Balanag, Lia
Bick, Thomas
Anderson, Matthew
Director, Global Brand Communications,
Holiday Inn Brand Family
Kraft Foods Group, Inc.
Anderson, Katie
Senior National Marketing Manager
Publicis Kaplan Thaler
Anderson, Scott
Senior Vice President, Advancement
The Seed Company
Angeloro, Eric
Specialist Digital Marketing
Mercedes-Benz USA, LLC
Coordinator, Conferences
Senior Director, IMC and Advertising
InterContinental Hotels Group
Billings, Brittany
Senior Director, Business Development
Ball, Frank
Gilt Groupe, Inc.
Senior Account Executive
Nielsen
Bischof, Jay
Vice President, East Coast Sales
Banahan, Brendan
Mashable
Editor
The Internationalist
Bjorklund, Kristin
Brand Manager
Ameriprise Financial, Inc.
www.ana.net
15
Checkers Drive-In Restaurants,
Inc.
Bubel, Jennifer
Key Accounts Manager
Rocket Fuel
Attendees
Buckley, Courtney
Canty, Kevin
Cohan, Devin
Cutler, Jeanette
Vice President, Sales
Director, Marketing Communications
Kargo Global Inc.
Active International
Burch, Mike
Caploe, Robbie
Cohen, Bill
D’Addario, Jeannine
Vice President, National Sales and
Marketing
Editorial Director
Vice President, Global Business
Vice President and Chief Marketing Officer
Cynopsis Media
Burns Entertainment
Cardona, Alexis
Cooke, Brandon
Lucile Packard Children’s Hospital
Stanford
Transitions Optical, Inc.
mcgarrybowen
Carli, Jennifer
Cordes, Brian
Director, Cda. Advertising,
Corporate Marketing
General Manager, Business Development
Vice President, Global Membership
Mobile Marketing Association
Bank of Montreal
Butterman, Howard
Carmody, Bob
Director, Communications
Siemens Medical
Solutions USA, Inc.
Speedway Motorsports, Inc.
Burnett, Casey
Partner
Roth Observatory
Burtin, Darnell
Byrne, Kasey
Cardlytics, Inc.
Calderone Polcsa, Alana
Cosgrove, Heather
Advertising Manager
Liberty Mutual
Insurance Company
Carpenter, Lov
Business Manager
The Escape Pod
Camilleri, John
Harmelin Media
Campbell, Will
Quantasy
Cowan, Tishan
Davidson, Brian
Senior Vice President, Branded
Entertainment and New Business
Senior Vice President, Member Relations
Global Marketing, Media and
Partnerships
President, Retail
Daija, Sheryl
Avidan Strategies Forbes.com
Chapman, Will
Callahan, Andy
Kimberly-Clark Corporation
Founder and Chief Executive Officer
Telepictures Productions
Creaven, Kimberly
Marketing Research Manager
Samsung Mobile/ STA
Memorial Sloan-Kettering
Cancer Center
Wilsonart International
Dahlke, Amy
Dan, Avi
Manager, Marketing Communications
NUVOtv
Marketing Manager
Carter, Joan
Calhoun, Kathy
Vice President, New Business
Coston, Shenique
Vice President, Branded Entertainment
and New Business
Director of Corporate Relations
D`Ablemont, Chris
ANA
Davis, Mindy
Senior Vice President, Client Services
House Party, Inc.
BrightLine
Delta Air Lines, Inc.
De Swaan Arons, Marc
Charlton, Janice
Criswell, Danielle
EffectiveBrands
Field Marketing Manager
Director, Consumer Insights
Southeastern Metals
Chin-Fatt, Carol
Cross, Christy
Associate Director, Business
Development
Brand Marketing
Capital One Services, Inc.
Cloud, Lori
Executive Director
Cohan, Cathy
Global Chief Growth Officer
Managing Director,
IMC
DeCicco, Jude
Cruz, Michael
Columbus Foods, LLC
DeMartino, Alison
Cunningham, Tom
Young & Rubicam, Inc.
Dearing, Carla
22squared
Director of Marketing
G7 Entertainment Mktg
Founder
The Halo Group
Denman, Tim
Director, Sales
16
www.ana.net
Attendees
Densmore, Michael
Elu, Daniel
Favot, Erin
Franklin, Drew
Media Director - Planning
Marketing Manager
Vice President - Home Storage Marketing
McKinney
Harmelin Media
Libman Company
S.C. Johnson & Son, Inc.
DiStefano, Alicia
Enright, Laurie
Feldman, Brent
Freund, Lee
Head of Travel and Southeast Sales
Senior Associate Manager, Integrated
Marketing/PR
Executive Vice President
Vice President, Enterprise Sales
Hill Holliday
TubeMogul Inc.
Fero, Britt
Frieder, Jayme
Director, Advertiser Solutions Group
Publicis
Collective
CBS Brand Studio
Ferri, Amandalyn
Fuqua, Chris
Epstein, Aaron
Community Outreach
Tumblr
Dunkin` Donuts
Ficarra, Kimberly
Gagliardo, Adam
Vice President Consulting
Director, Digital Marketing
and Social Media
XAd
Donaldson, Todd
Mary Kay Inc.
Vice President
Eppner, Bethany
IMC
Vice President, Integrated Sales and
Marketing
Donofrio, Jim
Director, Enterprise Sales
NBC Sports Group
Doyle, Sheelagh
Director, Public Relations and
Communications
Executive Vice President, Product
Management
Voltari
ANA
Essex, Andrew
Drewes, Matt
Droga5
Vice President, National Accounts
Evans, Rona
Dubitsky, Craig
RAPP
Evans, Tara
Dudley, Jason
Novo Nordisk Pharmaceuticals,
Inc.
USAA
Duggan, Bill
Group Executive Vice President
ANA
Ehlers, Dave
Optimedia US
Ehrich, Denise
Senior Vice President, Chief Marketing
Officer
Seacoast National Bank
Ellett, John
Forbes.com / Forbes CMO Network
Senior Brand Manager
Director of Sales, Midwest
Digilant
Executive Vice President, Advertising
Sales
Gallagher, Kerry
UP Entertainment
Liberty Mutual Insurance
Company
Kirshenbaum Bond
Senecal + Partners
Managing Director
Social Media Program Manager
Gallagher, PJ
Superintendent ANG Advertising
Air National Guard
PricewaterhouseCoopers
Fogelberg, Mark
Garbarino, Barry
Faldetta, Christine
Vice President, Strategic Partnerships
Collective
ANA
Ford, Molly
Gardner, Laura
Senior Vice President, Advertiser
Solutions Group
Marketing/Advertising Manager
Associate Director, Brand Strategy
Fanelli, Duke
Collective
Executive Vice President,
Marketing and Communications
ANA
Fountas, Anthony
Farkas, Kevin
Gfk
Sales Planner
Executive Vice President, Sales and
Business Development
Ellis, Bob
Business Alliances Business
Development
Faust, Sarah
United States Postal Service
SeaWorld Parks
www.ana.net
Gale, Fred
Columbus Foods, LLC
Fitzmaurice, Kerry
Fakler, Ken
Associate Director of Marketing
Fischer, Lisa
Manager Business Development
Hello Products LLC
Client Manager
Fiorito, Valeria
Vice Chairman
Cardlytics, Inc.
GfK
Fowler, DeeDee
Brand and Advertising Manager
Wells Fargo & Co.
Manager, Advertising, Media and Brand
17
Publix Super Markets, Inc.
Geller, Craig
Senior Vice President, Ad Sales
NUVOtv
Attendees
Gerber, Shelley
Griffith, Kathleen
Hirschhorn, Eric
Imperato, Anthony
Marketing Director
Director of New Business
Chief Marketing Officer, North America
Kaplan University
mcgarrybowen
Vice President, Publisher,
Better Homes and Gardens
Gerstner, Tony
Guarnieri, Carla
Ho, Celeste
Senior Marketing Manager
Global Media Advisor
Logan’s Roadhouse, Inc.
ExxonMobil Corporation
Coordinator, Sponsorship and
Partner Programs
Giordano, Peter
Guhanick, Lisa
Revenue Director
Senior Director
Hockenjos, Joe
Simulmedia, Inc.
ANA
Infeld, Allan
Glod, Pattie
Guiliano, Philip
Vice President, Client Development
President
Partner
Hofer, Karley
MediaMarketing Enterprises
BrandActive
Director of Brand Development
Ingenito, Renee
Goldberg, Steve
Halivopoulos, Lori
Senior Director, Ad Sales
Vice President, Associate Planning
Director
Senior Vice President, Marketing
Hoida, Paul
GfK
Irgang, Carole
Consultant
Gonzalez, Elysa
Goodman, Liane
Director, Advertising Sales
Smithsonian Channel
Gorder, Jeffrey
Director of Business Development
mono
Gordon, Marni
Vice President,
Conferences and Committees
Harper, Sherry
CoreBrand
NBCUniversal
Comcast AdDelivery
Godiva Chocolatier, Inc.
Marketing Manager, Global Sponsorship
Marketing
Jacobs, Kyla
Visa Inc.
TBWA/Chiat/Day Advertising, Inc.
Holzman, Tami
James, Sherianne
Global Director, New Business
Development
Director, North American Marketing
Harris, Chris
Account Executive
AudienceXpress
Hart, Carole
Accenture Interactive
Time Warner Cable
Hoxby, Chelsie
Harvey, Jack
European Business Director
Executive Vice President, Partnerships
AnimaticMedia
GNIP
Flowers Foods Bakeries Group
Gray, Elyssa
Gregory, Jim
Global Brand Director,
Holnback, Coley
Harwood-Matthews, Robert
Citi
Indarte, Rebecca
ANA
Director, Head of Creative and Media,
North America Marketing
ANA
Meredith Corporation
Hrinya, Joyce
President, New York
Hermann, Franz
Publisher C2 Magazines
nimble shows & media GmbH
Hess, Scott
Senior Vice President, Human Intelligence
Hill, Nancy
4A`s
18
Director of New Business Development
Jansky, Cindy
Director, Marketing
Centene Corporation
Jasmin, Kevin
Senior Manager of Marketing
and Brand Strategy
A&R Strategy Partners, LLC
TD AMERITRADE Holding Corp.
Humbard, Charles
Jefferis, Rebekah
UP TV
72andSunny
Hupp, Kerri
Jenkins, David
Manager, U.S. Product Marketing
President
Mary Kay Inc.
Taxi, Inc.
Hurff, Kerry
Jenkins, Magan
Associate Vice President
Marketing Specialist
Safelite
Southeastern Metals
www.ana.net
Attendees
Jespersen, Sebastian
Kent, Remi
Kupiec, R David
Liles, Melinda
Brand and Strategy Leader
Vertic
3M
Executive Vice President of Sales
and Marketing
Director of Marketing and Corporate
Communications
Jimenez, Marcus
Keyes, Diahanna
National CineMedia
Intermarine, LLC
Chief Executive Officer and EPublisher
Sales Director
LaFrance, Melissa
Linder, Ryan
StickyDocs
Chief Growth Officer
Jimenez, Michelle
Khabbaz, Waleed
Digilant
MDC Partners Inc
Account Executive
AudienceXpress
Laing, Soni
Ryder System, Inc.
Liodice, Bob
Inc.
Kielarowski, Ray
Lambright, Michael
Johnson, Eva
Sales and Marketing
Livingston, Cindy
Sauder Woodworking Co.
Senior Brand Strategy Manager
Marketing Manager
Varick Media Management
Bush Brothers & Company
Jones, Karen
Kieren, Annie
Senior Vice President and Chief
Marketing Officer
Voltari
Ryder System, Inc.
Jones, Robert
Senior Manager, Research and Insights
Rocket Fuel
Kabb, Julie
Director, Strategic Partnerships
General Growth Properties, Inc.
Kadden, Jessica
Strategic Partnerships Director
Exponential
Lamensdorf, Steven
Sales Director
Marketing Manager
Simulmedia, Inc.
CRO
Krux
Lloyd, Carla
Professor
Loria, Katy
MarketShare
Senior Vice President, National Sales
Screenvision
Vice President, Sales Marketing
Low, Whitney
NBC Sports Group
Head of Strategic Accounts
Integral Ad Science
Communications Project Leader
Lozano, Jose
Vanguard Group, Inc.
Lee, John
Kotler, Alex
Syracuse University
Executive Vice President, Americas
Leach, Deborah
Klein, Ed
Plantronics, Inc.
Vertic
Laux, Melissa
Kilmartin, Matt
ANA
Account Director
LaPointe, Pat
Kilkenny, Ryan
The Company of Others
Lubeck, Dave
Associate, New Business
Senior Director, Marketing and
Communications
Lippincott
Centene Corporation
Liberty Mutual Group
Kramer, Shepard
Lee, Lily
Vice President, Member Relations
ANA
Executive Director, Branded
Ludwig, Liz
Kelemen, Attila
Sungevity Inc.
Chief Operating Officer and Chief
Financial Officer
Leenhouts, Mariette
Lux, Brent
Senior Consultant
Mashable
EffectiveBrands
Krishnasamy, Suresh
Leshinsky, Barbara
Vice President and Head,
Enterprise and Group Strategy
Executive Vice President, Development
Kehmna, Ali
Associate Program Manager,
Event Strategy
Executive Director
KPMG LLP
Kelly, Emily
Strategic Partnerships Rep, National
Kelly, Sophie
President
The Barbarian Group
Kriak, Mike
The Advertising Council
Bank of Montreal
Leslie, Reid
Krull, Kelly
AutoZone, Inc.
www.ana.net
Director, Strategic Marketing
19
Executive Vice President/Executive
Director of Client Services
Bernstein-Rein
Vice President, Marketing
Attendees
Ly, Annie
McClelland, Jeff
Mejia, Jose
Mordekai, Jodi
Director, Client Services
Executive Vice President and
Account Executive
Brand Manager
AnimaticMedia
Post Holdings, Inc.
Merrill, Mike
Morgan, Michelle
Marketing Strategist
Marketing Evolution
3M
Meskunas, Stefanie
Mottl, Kathleen
Consumer Marketing Manager
Manager, Marketing and Communications
Mrs. T’s Pierogies
Centene Corporation
Meyers, Mike
Moynihan, Steve
Director, Corporate Partnerships
Miami Marlins, L.P.
OneSpot
Interbrand
Lynch, Rob
Integrated Media Solutions (IMS)
Brand President and Chief Marketing
Officer
McCollough, Todd
Arby’s Restaurant Group
Centene Corporation
Malley, Claudia
McCord, Jane
Executive Vice President and Worldwide
Publisher
Senior Director of Communications
National Geographic
Malone, Deb
Director, Marketing and Communications
EmblemHealth
McDonnell, Suzanne
Founder
Senior Vice President, Digital Sales
Strategy and Client Solutions
The Internationalist
Discovery Communications, Inc.
Midha, Ashish
Mulhern, Helen
Manna, Christine
McDonough, Kristen
Principal
Associate Director
Chief Operating Officer
Vice President, Conferences
Deloitte Consulting
KPMG LLP
ANA
ANA
Migliorino, Michael
Mullahy, Nancy
Markowitz, Jeff
McFadden, Suzanne
Brand Calendar Manager
Vice President Marketing and Strategy
Integrated Media Solutions
JMP + Creative Compound
Comcast Cable
Checkers Drive-In
Restaurants, Inc.
Marrero, Patty
McGuinness, Peter
Miles, Christopher
Vice President, National Sales
Senior Vice President, Client Partnership
Development
NBCUniversal/Telemundo
Marshall, Philip
Manager, Design
Centene Corporation
Martinet, Stacy
Mashable
Martino, Christine
Vice President National Ad Sales
Screenvision
Masvidal, David
Checkers Drive-In
Restaurants, Inc.
Communications
Chobani
McLaughlin, Meg
Vice President of Industry
McLean, Brant
Brand Strategist
Murphy, Melissa
Miller, Michael
RAPP
Napolitano, Carrie
Miller, Michelle
Kiss Products, Inc.
McMorris, Carla
Milleson, Julie
Director, Brand Marketing
Cardlytics, Inc.
McNabb, Jennifer
Montgomery, Michael
Marketing Communications Manager
Development
OneSpot
Mercury Media
McNaughton, Cameron
Mooney, Johanna
Managing Director
Mullen Advertising, Inc.
Meek, Carly
Marketing Manager
The Dali Museum
20
Marketing Director
Epsilon
Tumblr
Marchex
Managing Director, CMO
Digilant
Mulliken, Ron
Natkins, Priscilla
Executive Vice President, Director of
Client Services
The Advertising Council
Neal, Paul
Senior Vice President, Global Business
Development Director
Gyro
Neri, Tom
Gfk
Nescio, Elena
www.ana.net
Attendees
Neuhaus, Jonathan
Panfil, Claudia
Porch, Todd
Richter, Shirley
Account Executive
Vice President, Advertising,
Brand and Media
Vice President and GM
Senior Director, Client Services
Comcast AdDelivery
Corbis Entertainment
Potashnick, Adam
Rigoni, Madeline
Senior Vice President, Media Director
Account Executive
MediaCom
Simulmedia, Inc.
Precourt, Geoffrey
ROACH, AMY
U.S. Editor
Vice President, CONNECTIONS
Warc.com
Clear Channel Media +
Entertainment
Simulmedia, Inc.
Nightingale, Jessica
Norwegian Cruise Line
Marketing Manager
Panza, Paul
Nuñez, Susan
Dole Packaged Foods
Vice President Advertiser Sales
Paredes, Victor
Gfk
Senior Vice President of Strategic
Nyemchek, Brian
Senior Vice President, NBC Sports Group
Sales
NBCUniversal
Oates, Matt
Primola, Nick
LatinWorks Marketing, Inc.
Pawlak, Bernadette
School of Marketing
Robson, Patrick
Director, Loyalty and CRM
ANA
Digilant
AutoZone, Inc.
Senior Brand Strategist
Pendleton, Todd
St. Jude Children`s Research
Hospital, Inc. ALSAC
Putnam, Natalie
Vice President Integrated Marketing
Strategy
Samsung Telecommunications
America
Ryder System, Inc.
Senior Editor
Pereira, Fabian
Senior Manager, Media
Vice President
Odell, Patty
Ohan, Khartoon
Perry, Kendria
MediaCom
Mgmt. Supervisor
Rahim, Hasan
Vice President, Head of Sales
AudienceXpress
LMO Advertising
Director of Advertising
Perry, Ron
Visit Philadelphia
Chief - ANG Recruiting Marketing
Orton, Kimberly
AutoNation, Inc.
Johnsonville Sausage LLC
Managing Director, Chief Growth Officer
Oliphant, Betsy
Quintana, Al
Rani, Yin
Vice President, Integrated Marketing
Campbell Soup Company
Air National Guard
Pfeffer, Matt
EffectiveBrands
Director, Brand Partnerships and
Advertising
Reardon, John
Director
Rovio Entertainment
Reidmiller, Eric
Netmining
Phan, Lan
BrightLine
Owens, Tracy
ANA
Ots, Sabrina
Account Executive
Western Region
Vice President, Member Services
Vice President, Partnership Development
Pallatto, Rocco
The Halo Group
Pipkin, Regena
Revelle, Greg
and Chief Marketing Officer
Pinkham, Eric
ANA
Palmer, Michael
Sales Manager
AutoNation, Inc.
Just Marketing International
Rich, Allegra
Director of Brand/Identity
Comcast Cable
Director, U.S. Product Marketing
Mary Kay Inc.
ANA
www.ana.net
21
Head of Industry
Rodda, Duke
3M
Rodgers, Christian
Consumer Marketing Director
Sungevity Inc.
Rodgers, Shane
Program Manager ANG Advertising
Air National Guard
Rofe, Meital
Senior Membership Manager, Member
Relations
ANA
Rogin, Seth
Mashable
Ronback, Kirsti
Lead Brand Communication Strategist
Medtronic, Inc.
Rondinelli, Marisa
Strategist
VSA Partners
Attendees
Rosa, Jim
Schteinschraber, Mara
Smalley, Graham
Sutter, Claire
Global Communications Advisor
Vice President, NBCU Ad Sales Marketing
Corinthian Colleges
NBC Sports Group
3M
Roskowski, Scott
Schulman, Alan
Snyder, Michelle
Swaebe, David
Senior Vice President, Marketing and
Vice President, Global Digital
Marketing and Brand
Senior Marketing Director
Television Bureau of Advertising,
Inc.
SapientNitro
Senior Vice President, Business
Development and Agency
Communications
Roth, Richard
Roth Observatory International
Chief Research Officer
Ryan, Matt
Director of Sales
PepsiCo, Inc.
Snyder, Terri
Schulman, Stacey Lynn
Executive Vice President Marketing, Chief
Marketing Officer
Television Bureau of Advertising,
Inc.
Sweeney, Chuck
Checkers Drive-In
Restaurants, Inc.
Soboslai, Lisa
Sweet, Kristina
ANA
Comcast AdDelivery
Schwartz, Jonathan
Rychlewski, Stacey
Vice President of Sales
Senior Director, Operations
and Client Services
Netmining
ANA
Seban, Rich
Sollers, Stephanie
Sweet, Naoma
Saltiel, Al
President and Chief Operating Officer
Director of Sales, West Coast
Hostess Brands, LLC
XAd
koeppel direct
Sedlock, Jake
Stanley, Christopher
Tallon, Grace
Senior Vice President Director of Sales
and Marketing, BAV Insights
Business Manager
AutoZone, Inc.
Sandoval, Laura
Savic, Sasha
MediaCom
Scheiner, Ann
Vice President NBC Universal News
Group
BAV Consulting
Sergenian, Dana
Schmieg, Jill
Arby’s Restaurant Group, Inc.
Communications
Ryder System, Inc.
Schoening, Jared
Category Manager
Gerber Gear
BlancaStella.com; MiCaminar.com
Comcast AdDelivery
Seward, Robin
Taylor, Adam
Blogger
Senior Director, Business Development
NBCUniversal
Steinmetz, Allan
Stella Mejia, Blanca
Sessions, Bunker
Stuart, Greg
Global Chief Executive Officer
Shoreland, James
Kiss Products, Inc.
Inward Strategic Consulting, Inc.
Parade Media Group LLC
Tradeshow Coordinator
Alcance Media Group
Senior Vice President/Sales
Vice President, Sponsorships and Media
Sales
Manager of Marketing, Advertising, and
New Media
Jackson Health System Miami
Taylor, James
Senior Vice President, Enterprise
Strategy and Innovation
Darden Restaurants
Taylor, Jeff
Sullivan, Andrea
Tumblr
Chief Marketing Officer, North America
Brand Strategist
Interbrand
Terkelsen, Brian
Zenith Optimedia, N.A.
Sullivan, Jason
MediaVest USA
Silvestri, Steve
Publicis Seattle
Executive Vice President, Director
Corporate Development
Managing Director
Vice President
Sumal, Amar
Collective
Senior Manager of Analytics
Rocket Fuel
22
Thome, Rick
Manager, Brand Partnerships and
Advertising
Rovio Entertainment
www.ana.net
Attendees
Tibbets Newman, Tiffany
Tucker, Jeremy
Walsh, Nancy
White, Sloan
Senior Manager, Integrated Marketing
Vice President Strategic Marketing
Vice President, U.S. Digital Marketing
DentalPlans.com
MasterCard Worldwide
Capital One
Tomei, Nici
Urso, Lana
Walters, Shawn
Wilke, Richard
Communications
Director of Sales
Vice President,
Marketing and Communications
Senior Partner, Director,
Global Business Development
InfoComm International
Lippincott
Vice President, Global Brand Marketing
Warren, Christina
Wise, Penny
Rosetta Stone
Director - Brand and Core Marketing
Mashable
3M
Director, Hispanic Marketing
Weissman, Saya
Witt, Nora
Dr Pepper Snapple Group
Assistant Editor, Brands
Global Brand Strategy Director
Digiday
Medtronic, Inc.
Vice President
Weitz, Benjamin
Witte, Michele
Manager, Brand Management
Country Financial
Gfk
Ton, Lisa
Associate Business Manager
Dole Packaged Foods
Toner, Mark
Managing Partner
Source Marketing
Torres, Al
Vice President of Sales and Business
Development
BrightLine
Van Dyck, Sarah
Vela, Olivia
Vetter, Melanie
Telemetry
Viener, Hilarie
Townsend, James
Welsh, Chelsea
Wollen, Chris
The Value Engineers
National Marketing Manager,
Gutter Helmet
Head of Business Development
Managing Director, Ent.
72andSunny
Vogt, Justin
Townsend, Todd
Connelly Partners
Wendlandt, Paul
Vukas-Agostini, Krysta
TubeMogul Inc.
Elateral, Inc.
Trencher, Hal
Tricarico, Jim
Screenvision Cinema Network,
LLC
Trombetta, Danielle
Senior Specialist, Brand Promotion
Chief Client Development Officer
Wessman, Abby
Walczak, Leigh
Event Strategy
Associate Manager, Conferences
ANA
Walker, Dustin
Wallach, Karen
Trujillo, Sebastian
www.ana.net
Strike Anywhere
Yorke, Brendan
Vice President, NBC Sports Group Sales
NBCUniversal
Mary Kay Inc.
Senior Vice President, Director of
Deutsch, LA, Inc.
23
Producer / Partner
Westra, Harmen
White, Jeff
Univision Television Network
Woods, Matt
Zehr-Breedlove, Marti
Marchex
Director, Marketing Services
Droga5
Air National Guard
Canon U.S.A., Inc.
Vice President, Business Development
Southeastern Metals
Manager, MK Connections
Attendees
SORTED BY COMPNAY
22squared
Cross, Christy
Associate Director, Business
Development
3M
Kent, Remi
Brand and Strategy Leader
Morgan, Michelle
Rodda, Duke
National Sales Manager
Ho, Celeste
Cohan, Devin
Arce Salazar, Alejandra
Latin America Region Manager
Coordinator, Sponsorship
and Partner Programs
DeCicco, Jude
Stanley, Christopher
Denman, Tim
Farkas, Kevin
Sales and Business Development
Vice President, Associate Planning
Director
4A`s
Hill, Nancy
72andSunny
Jefferis, Rebekah
Townsend, James
Managing Director, Ent.
A&R Strategy Partners, LLC
Hrinya, Joyce
Accenture Interactive
Holzman, Tami
Global Director,
New Business Development
Director, Sales
Sutter, Claire
Director - Brand and Core Marketing
Senior Director
Aranda-Mori, Ayrie
Goldberg, Steve
Wise, Penny
Guhanick, Lisa
Butterman, Howard
Alcance Media Group
Ameriprise Financial, Inc.
Sales Director
Klein, Ed
Leshinsky, Barbara
Vice President, Conferences
Owens, Tracy
Western Region
Palmer, Michael
Brand Manager
Phan, Lan
Bailey, Carissa
Advertising Council, The
McDonough, Kristen
Bjorklund, Kristin
ANA
Manna, Christine
Keyes, Diahanna
Liodice, Bob
Accavitti, Mike
Buckley, Courtney
Gonzalez, Elysa
Kramer, Shepard
Vice President, Member Services
Primola, Nick
Coordinator, Conferences
Senior Vice President, School of
Marketing
Berg, Ed
Rofe, Meital
Development
Natkins, Priscilla
Senior Vice President, Member
Relations
Sweeney, Chuck
Doyle, Sheelagh
Sweet, Kristina
Davidson, Brian
Director of Client Services
Director, Public Relations and
Communications
Air National Guard
Gallagher, PJ
Duggan, Bill
Superintendent ANG Advertising
Group Executive Vice President
Perry, Ron
Fanelli, Duke
Chief - ANG Recruiting Marketing
Executive Vice President, Marketing
and Communications
Rodgers, Shane
Senior Membership Manager,
Member Relations
Vice President, Sponsorships and
Media Sales
Walczak, Leigh
Associate Manager, Conferences
AnimaticMedia
Hoxby, Chelsie
Garbarino, Barry
European Business Director
Walker, Dustin
Mejia, Jose
Gordon, Marni
Account Executive
Vice President, Conferences and
Committees
24
www.ana.net
Attendees
Arby’s Restaurant Group, Inc.
Barbarian Group, The
Lynch, Rob
Kelly, Sophie
Brand President,
President
Seward, Robin
Harris, Chris
Account Executive
Rahim, Hasan
Vice President, Head of Sales
AutoNation, Inc.
Quintana, Al
Bank of Montreal
Carli, Jennifer
Director, Cda. Advertising, Corp
Marketing
Krishnasamy, Suresh
Vice President and Head,
Enterprise and Group Strategy
www.ana.net
Kielarowski, Ray
Sales and Marketing
Campbell Soup Company
Rani, Yin
Vice President, Integrated Marketing
Canon U.S.A., Inc.
Stella Mejia, Blanca
Blogger
BrandActive
Partner
Bush Brothers & Company
BlancaStella.com; MiCaminar.com
Saltiel, Al
Dan, Avi
Vice President, Global Business
Chief Creative Officer
Guiliano, Philip
Avidan Strategies Forbes.com
Cohen, Bill
Brooker, Brian
Director, Loyalty and CRM
Global Business Development
Manager
Creative Director
Revelle, Greg
Pawlak, Bernadette
Blue, Sarah
Bowne, Matt
Executive Director of Client Services
Krull, Kelly
Burns Entertainment
Growth Officer
Lubeck, Dave
AutoZone, Inc.
Chief Marketing Officer, North
America
Boasberg, Jules
Senior Manager, Media
Senior Vice President and Chief
Marketing Officer
Hirschhorn, Eric
Sedlock, Jake
Senior Vice President Director of
Sales and Marketing, BAV Insights
Khabbaz, Waleed
Director, Digital Marketing
and Social Media
BAV Consulting
AudienceXpress
Account Executive
Gagliardo, Adam
Cardlytics, Inc.
Sales Manager
Byrne, Kasey
Urso, Lana
Director of Sales
Drewes, Matt
Vice President, National Accounts
McMorris, Carla
Anauate, Fabiana
Senior Director,
Marketing Communication
25
Jansky, Cindy
Director, Marketing
Lee, John
and Communications
Marshall, Philip
Manager, Design
McCollough, Todd
Director, Marketing and
Communications
Mottl, Kathleen
Manager, Marketing and
Communications
Checkers Drive-In
Restaurants, Inc.
Axe, Lauren
Brownstein, Evan
White, Sloan
Reidmiller, Eric
Centene Corporation
Director Brand Marketing
Brand Marketing
Vice President, Integrated Sales
and Marketing
Senior Specialist, Brand Promotion
Chin-Fatt, Carol
Chapman, Will
Eppner, Bethany
Trombetta, Danielle
Capital One Services, Inc.
BrightLine
CBS Brand Studio
Masvidal, David
Migliorino, Michael
Brand Calendar Manager
Snyder, Terri
Executive Vice President Marketing,
Attendees
Comcast AdDelivery
Country Financial
Bacon, Leslie
Ingenito, Renee
Witte, Michele
Group Publisher
Senior Director, Ad Sales
Manager, Brand Management
Odell, Patty
Porch, Todd
Senior Editor
Vice President and GM
Chobani
McGuinness, Peter
Citi
Gray, Elyssa
Director, Head of Creative and
Media, North America Marketing
Clear Channel Media +
Entertainment
ROACH, AMY
Vice President, CONNECTIONS
Collective
Fogelberg, Mark
Vice President,
Strategic Partnerships
Ford, Molly
Advertiser Solutions Group
Frieder, Jayme
Director, Advertiser Solutions Group
Silvestri, Steve
Vice President
Columbus Foods, LLC
Cruz, Michael
Fiorito, Valeria
Associate Director of Marketing
Cynopsis Media
Caploe, Robbie
Ryan, Matt
Editorial Director
Director of Sales
Dali Museum, The
Sessions, Bunker
Senior Director,
Meek, Carly
Marketing Manager
Comcast Cable
Darden Restaurants
Arata, Todd
McFadden, Suzanne
Vice President Marketing and
Strategy
Creaven, Kimberly
Global Marketing,
Media and Partnerships
Connelly Partners
DentalPlans.com
Vogt, Justin
Tibbets Newman, Tiffany
Senior Manager,
Integrated Marketing
Richter, Shirley
Deutsch, LA, Inc.
Senior Director, Client Services
White, Jeff
Soboslai, Lisa
Senior Director, Operations
and Client Services
Digiday
CoreBrand
Gregory, Jim
Head of Industry
DIRECTV Group, Inc., The
Brown, Jason
Vice President,
Head of National Sales
Cordes, Brian
Discovery Communications, Inc.
McDonnell, Suzanne
Senior Vice President, Digital Sales
Strategy and Client Solutions
Avent, Lisa
Vice President, Strategic Marketing,
Family and Teens
Charlton, Janice
Director, Consumer Insights
Leslie, Reid
Mooney, Johanna
Sandoval, Laura
Tucker, Jeremy
Weissman, Saya
Vice President Strategic Marketing
Assistant Editor, Brands
Weitz, Benjamin
Digilant
Corinthian Colleges
Robson, Patrick
Hockenjos, Joe
Delta Air Lines, Inc.
Lozano, Jose
Vice President of Industry
Senior Vice President, Enterprise
Strategy and Innovation
Principal
Company of Others, The
McLaughlin, Meg
General Manager,
Midha, Ashish
Director of Brand/Identity
Taylor, James
Deloitte Consulting
Rich, Allegra
LaFrance, Melissa
Gale, Fred
Schteinschraber, Mara
Director of Sales, Midwest
26
www.ana.net
Attendees
Dole Packaged Foods
Epsilon
GfK
Elu, Daniel
Panza, Paul
Miller, Michael
Ficarra, Kimberly
Managing Director,
Vice President Consulting
Ton, Lisa
Associate Business Manager
Dr Pepper Snapple Group
Vela, Olivia
Director, Hispanic Marketing
Droga5
Bauer, Jonathan
Essex, Andrew
Vice Chairman
Wollen, Chris
Head of Business Development
Dunkin` Donuts
Fuqua, Chris
EffectiveBrands
De Swaan Arons, Marc
Founder
Leenhouts, Mariette
Senior Consultant
Orton, Kimberly
Elateral, Inc.
Wendlandt, Paul
Chief Client Development Officer
EliasArts
Aminoff, Susan
Managing Director, Audio Identity
EmblemHealth
McCord, Jane
Senior Director of Communications
Fountas, Anthony
Sales Planner
Escape Pod, The
Halivopoulos, Lori
Carpenter, Lov
Business Manager
Neri, Tom
Exponential
Kadden, Jessica
Nuñez, Susan
Strategic Partnerships Director
Vice President Advertiser Sales
Tomei, Nici
Vice President,
Marketing Communications
Guarnieri, Carla
Global Media Advisor
Gilt Groupe, Inc.
Rosa, Jim
Global Communications Advisor
Billings, Brittany
Senior Director,
Flowers Foods Bakeries Group
Aldredge, Keith
GNIP
Harvey, Jack
Harper, Sherry
Partnerships
Forbes.com / Forbes CMO Network
Godiva Chocolatier, Inc.
Ellett, John
Irgang, Carole
Consultant
G7 Entertainment Mktg
Gyro
Cloud, Lori
Executive Director
Neal, Paul
Senior Vice President, Global
Business Development Director
Kabb, Julie
Halo Group, The
Director, Strategic Partnerships
Kelly, Emily
Cunningham, Tom
Strategic Partnerships Rep, National
Pallatto, Rocco
Gerber Gear
Harmelin Media
Schoening, Jared
Category Manager
Camilleri, John
www.ana.net
27
Media Director - Planning
Hello Products LLC
Dubitsky, Craig
Hill Holliday
Feldman, Brent
Callahan, Andy
President, Retail
Hisamitsu
Aslam, Janelle
Product Manager
Hostess Brands, LLC
Seban, Rich
President and
House Party, Inc.
Davis, Mindy
Client Services
IMC
Dearing, Carla
Managing Director,
Donaldson, Todd
Vice President
Attendees
Implementix
Intermarine, LLC
Bennett, Teah
Liles, Melinda
Dahlke, Amy
Vice President of Business
Development
Director of Marketing and
Corporate Communications
InfoComm International
Banahan, Brendan
Vice President, Marketing and
Communications
Editor
Low, Whitney
Head of Strategic Accounts
Integrated Media Solutions
McClelland, Jeff
Executive Vice President/Chief
Marketing Officer
Mullahy, Nancy
Interbrand
Ly, Annie
Sullivan, Andrea
Chief Marketing Officer, North
America
Fitzmaurice, Kerry
Founder
Inward Strategic Consulting, Inc.
Kiss Products, Inc.
Steinmetz, Allan
Napolitano, Carrie
Jackson Health System Miami
Taylor, Adam
Tradeshow Coordinator
KPMG LLP
Johnsonville Sausage LLC
Kelemen, Attila
Pereira, Fabian
Executive Director
Vice President
Mulhern, Helen
Just Marketing International
Director, Global Brand
Communications, Holiday Inn
Brand Family
Vice President,
Partnership Development
Associate Director
Bick, Thomas
Senior Director, IMC and Advertising
Kaplan University
Cutler, Jeanette
Gerber, Shelley
Marketing Director
Faldetta, Christine
Kargo Global Inc.
Associate Director, Brand Strategy
Miles, Christopher
Canty, Kevin
LatinWorks Marketing, Inc.
Paredes, Victor
Senior Vice President of Strategic
Kehmna, Ali
Associate Program Manager, Event
Strategy
Liberty Mutual Insurance
Company
Cosgrove, Heather
Advertising Manager
Gallagher, Kerry
Social Media Program Manager
Libman Company
Favot, Erin
Marketing Manager
Lippincott
Kotler, Alex
Associate, New Business
Wilke, Richard
Senior Partner, Director, Global
LMO Advertising
Communications
Ali, Carolina
Miller, Michelle
Perry, Kendria
28
CRO
Wessman, Abby
Sweet, Naoma
Kilmartin, Matt
Markowitz, Jeff
Krux
Event Strategy
Bartyzel, Sean
JMP + Creative Compound
Business Manager
Tallon, Grace
Koeppel Direct
Manager of Marketing, Advertising,
and New Media
Pinkham, Eric
Global Brand Director,
Kirshenbaum Bond Senecal +
Partners
Malone, Deb
Balanag, Lia
Indarte, Rebecca
Internationalist, The
Walters, Shawn
Integral Ad Science
Hoida, Paul
Rychlewski, Stacey
Account Supervisor
Mgmt. Supervisor
www.ana.net
Attendees
Gerstner, Tony
Nescio, Elena
Townsend, Todd
Lucile Packard Children’s Hospital
Stanford
D’Addario, Jeannine
Vice President
Marchex
Mulliken, Ron
Vice President, National Sales
Westra, Harmen
Marketing Evolution
Merrill, Mike
MarketShare
LaPointe, Pat
Executive Vice President, Americas
Mary Kay Inc.
Enright, Laurie
Senior Associate Manager, Integrated
Marketing/PR
Hupp, Kerri
Manager, U.S. Product Marketing
Pipkin, Regena
Director, U.S. Product Marketing
Zehr-Breedlove, Marti
Manager, MK Connections
Mashable
Bischof, Jay
www.ana.net
Kriak, Mike
MediaVest USA
Chief Financial Officer
Terkelsen, Brian
Martinet, Stacy
Medtronic, Inc.
Rogin, Seth
Ronback, Kirsti
Lead Brand Communication
Strategist
Warren, Christina
Witt, Nora
Global Brand Strategy Director
MasterCard Worldwide
Memorial Sloan-Kettering
Cancer Center
Walsh, Nancy
Vice President, U.S. Digital
Marketing
Carter, Joan
Director of Corporate Relations
mcgarrybowen
Mercedes-Benz USA, LLC
Cooke, Brandon
Angeloro, Eric
Griffith, Kathleen
Specialist Digital Marketing
Mercury Media
McKinney
Montgomery, Michael
Development
Densmore, Michael
Meredith Corporation
MDC Partners Inc
Imperato, Anthony
Linder, Ryan
Vice President, Publisher, Better
Homes and Gardens
Chief Growth Officer
MediaCom
Miami Marlins, L.P.
Ohan, Khartoon
Meyers, Mike
Managing Director, Chief Growth
Officer
Director, Corporate Partnerships
Mizuno USA
Potashnick, Adam
Senior Vice President, Media Director
Abaci, Ahmet
Savic, Sasha
MediaMarketing Enterprises
Burtin, Darnell
Glod, Pattie
Vice President, Global Membership
President
Daija, Sheryl
29
Stuart, Greg
Global Chief Executive Officer
mono
Gorder, Jeffrey
Mrs. T’s Pierogies
Meskunas, Stefanie
Consumer Marketing Manager
McNaughton, Cameron
Managing Director
Swaebe, David
Senior Vice President, Business
Development and Agency
Communications
National CineMedia
Kupiec, R David
of Sales and Marketing
National Geographic
Abraham, Tammy
Director, Brand Solutions
Malley, Claudia
Executive Vice President and
Worldwide Publisher
Barr, Jodi
Director, Marketing and Partnerships
Milleson, Julie
Director, Brand Marketing
Attendees
NBC Sports Group
nimble shows & media GmbH
Publicis Seattle
Donofrio, Jim
Hermann, Franz
Anderson, Katie
Sullivan, Jason
Director, Enterprise Sales
Publisher C2 Magazines
Senior National Marketing Manager
Managing Director
Laux, Melissa
Vice President, Sales Marketing
Smalley, Graham
Vice President, NBCU Ad Sales
Marketing
NBCUniversal
Yorke, Brendan
Vice President, NBC Sports Group
Sales
NBCUniversal/Telemundo
Marrero, Patty
Client Partnership Development
Netmining
Ots, Sabrina
Account Executive
Schwartz, Jonathan
Networked Insights (NI)
Beagen, Tim
Director, Business Development
Nielsen
Ball, Frank
Senior Account Executive
Parade Media Group LLC
Vice President
Director, Marketing Services
Vice President
NBC Universal News Group
Marketing Manager
Vetter, Melanie
Vice President, Client Development
Scheiner, Ann
Nightingale, Jessica
Vice President, Advertising,
Brand and Media
Wallach, Karen
NBC Sports Group Sales
Director of Brand Development
Panfil, Claudia
Infeld, Allan
Nyemchek, Brian
Hofer, Karley
Sergenian, Dana
Senior Vice President/Sales
Pegasus Capital Advisors, L.P.
Inc.
Bell, David
Chairman
Evans, Tara
PepsiCo, Inc.
Snyder, Michelle
Jimenez, Michelle
Senior Marketing Director
Plantronics, Inc.
NUVOtv
D`Ablemont, Chris
Geller, Craig
Fakler, Ken
Managing Director
OneSpot
Reardon, John
McNabb, Jennifer
Director
Marketing Communications Manager
Publicis
Moynihan, Steve
Fero, Britt
Optimedia US
Publicis Kaplan Thaler
Ehlers, Dave
Anderson, Matthew
30
Campbell, Will
RAPP
Evans, Rona
Manager Business Development
Murphy, Melissa
Marketing Director
Rocket Fuel
Bubel, Jennifer
Key Accounts Manager
Senior Manager,
Research and Insights
Senior Category Manager
Marketing Procurement
Quantasy
Jones, Robert
Brand Manager
Arevalo, Denise
Marketing/Advertising Manager
Senior Brand Strategy Manager
Mordekai, Jodi
Office Depot
Gardner, Laura
Livingston, Cindy
Post Holdings, Inc.
Senior Vice President, Ad Sales
Publix Super Markets, Inc.
Sumal, Amar
Senior Manager of Analytics
Rosetta Stone
Van Dyck, Sarah
Vice President,
Global Brand Marketing
Roth Observatory International
Burnett, Casey
Partner
Roth, Richard
Rovio Entertainment
Pfeffer, Matt
Director, Brand Partnerships
and Advertising
www.ana.net
Attendees
Thome, Rick
Manager, Brand Partnerships
and Advertising
Ryder System, Inc.
Jones, Karen
Laing, Soni
Putnam, Natalie
Vice President
Integrated Marketing Strategy
Schmieg, Jill
Senior Director
Marketing Communications
S.C. Johnson & Son, Inc.
Franklin, Drew
Vice President
Home Storage Marketing
Safelite
Hurff, Kerry
Associate Vice President
Samsung Mobile/ STA
Coston, Shenique
Marketing Manager
Samsung Telecommunications
America
Pendleton, Todd
SapientNitro
Schulman, Alan
Vice President, Global Digital
Marketing and Brand Con
Sauder Woodworking Co.
Lambright, Michael
Screenvision
Smithsonian Channel
Loria, Katy
Bottone, Mary Ellen
Barber, Justin
Senior Vice President, National Sales
Director / Partner
Martino, Christine
Goodman, Liane
Woods, Matt
Vice President National Ad Sales
Director, Advertising Sales
Producer / Partner
Screenvision Cinema Network,
LLC
Source Marketing
Tricarico, Jim
Seacoast National Bank
Sungevity Inc.
Toner, Mark
Ludwig, Liz
Managing Partner
Southeastern Metals
Criswell, Danielle
Rodgers, Christian
Consumer Marketing Director
Syracuse University
Ehrich, Denise
Field Marketing Manager
Jenkins, Magan
Lloyd, Carla
Marketing Specialist
Professor
SeaWorld Parks and
Entertainment
Welsh, Chelsea
National Marketing Manager,
Gutter Helmet
Faust, Sarah
Manager, Advertising,
Media and Brand
Boothe, Chris
Seed Company, The
Anderson, Scott
Hess, Scott
Senior Vice President, Advancement
Human Intelligence
Siemens Medical Solutions USA,
Inc.
Lux, Brent
Carmody, Bob
Speedway Motorsports, Inc.
Director, Communications
Burch, Mike
Simulmedia, Inc.
Vice President, National Sales and
Marketing
Giordano, Peter
Revenue Director
St. Jude Children`s Research
Hospital, Inc. ALSAC
Kilkenny, Ryan
Marketing Manager
Oates, Matt
Neuhaus, Jonathan
Senior Brand Strategist
Account Executive
StickyDocs
Rigoni, Madeline
Account Executive
Jimenez, Marcus
and EPublisher
Six Flags, Inc.
Borges, Stephanie
Director, Corporate Alliances
www.ana.net
Strike Anywhere
31
Taco Bell
Brandt, Chris
Taxi, Inc.
Jenkins, David
President
Harwood-Matthews, Robert
President, New York
Jacobs, Kyla
Development
TD AMERITRADE Holding Corp.
Jasmin, Kevin
Senior Manager of Marketing
and Brand Strategy
Attendees
Telemetry
TubeMogul Inc.
Value Engineers, The
Warc.com
Torres, Al
Freund, Lee
Viener, Hilarie
Precourt, Geoffrey
and Business Development
Vice President, Enterprise Sales
U.S. Editor
Calderone Polcsa, Alana
Vice President, Branded
Cowan, Tishan
Senior Vice President, Branded
Lee, Lily
Executive Director, Branded
Television Bureau of
Advertising, Inc.
Roskowski, Scott
and Business Development
Schulman, Stacey Lynn
Chief Research Officer
Time Warner Cable
Hart, Carole
Tongal
Bennett, Scott
Cardona, Alexis
James, Sherianne
Director, North American Marketing
Vukas-Agostini, Krysta
Vanguard Group, Inc.
Tumblr
Ferri, Amandalyn
Community Outreach
Leach, Deborah
Barlow, Rachelle
Communications Project Leader
Brand and Advertising Program
Manager
Varick Media Management
McLean, Brant
Johnson, Eva
Brand Strategist
Marketing Manager
Taylor, Jeff
Vertic
Brand Strategist
Jespersen, Sebastian
United States Postal Service
Ellis, Bob
Lamensdorf, Steven
Business Alliances
Account Director
Visa Inc.
Univision Television Network
Holnback, Coley
Trujillo, Sebastian
Marketing Manager, Global
Sponsorship Marketing
Vice President,
Visit Philadelphia
UP Entertainment
Oliphant, Betsy
Fischer, Lisa
Director of Advertising
Advertising Sales
Voltari
UP TV
Epstein, Aaron
Product Management
Humbard, Charles
Kieren, Annie
USAA
Wells Fargo & Co.
Fowler, DeeDee
Brand and Advertising Manager
Calhoun, Kathy
Manager, Marketing Communications
DeMartino, Alison
XAd
DiStefano, Alicia
Head of Travel and Southeast Sales
Sollers, Stephanie
Director of Sales, West Coast
Young & Rubicam, Inc.
Cohan, Cathy
Global Chief Growth Officer
Zenith Optimedia, N.A.
Shoreland, James
Executive Vice President, Director
Corp. Development
Sales Director
Adams, Roger
VSA Partners
Rondinelli, Marisa
Strategist
Dudley, Jason
Client Manager
32
www.ana.net
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 teams with the opportunity to network, share,
engage, and maximize the overall value of your brands through our world-class resources.
ANA MEMBERS
BENEFIT FROM
KNOWLEDGE
525+ companies
CONNECTION
the extensive experience of
& 10,000+ brands
that collectively spend more than
$250 billion
on marketing and advertising each year.
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 in support of legislation, thought leadership,
industry management, and social responsibility affecting the
marketing community
ANA members have access to an exclusive
portfolio of products and services including:
Government
Relations
Marketing
Knowledge Center
Industry Leadership
8,000+ Proprietary
Marketing Insights
Regulatory Issues
Legislation
Representation
School of
Marketing
Team Training
Individual Training
Customized Research
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White Papers
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.
Visit www.ana.net/membership or contact your member relations manager to learn more about your membership.
33
www.ana.net/membership
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
policymakers at all
levels on the benefits
of advertising to the
economic health of the
nation and its states.
Our 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/advocacy
34
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.
Snapshots, Insights,
and Survey Research
Ask the Expert
and LiveChat Services
Snapshots
Overviews from speaker presentations at ANA events covering
a variety of industry topics.
We’ve Answered
Over 10,000
Marketing Questions
Insight Briefs
We can answer yours, too!
Collections of subject-specific
content and high-level insights
on a range of timely and
pertinent marketing topics.
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
35
35
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 Workshops
Individual Workshops
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?
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.
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.
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/
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• And much more!
The progressive and engaging workshops can help
your team improve how you:
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• Elevate your brand through digital marketing
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• And much more!
ANA Member Benefit:
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Team Training Credit
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,
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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
36
The programmatic TV buying platform
AudienceXpress is the leading programmatic TV buying platform,
automating the planning, audience buying, optimization, and
daily reporting for TV campaigns across a national footprint.
National TV Audience Buys
Achieve a scaled TV buy through automated aggregation
of TV inventory. AudienceXpress inserts on more than 100
cable networks, with coverage in all 210 DMAs.
Automated Platform
Using Visible World’s proven and patented TV targeting
technology, coupled with next generation data and analytics,
the AudienceXpress platform is fully automated end-to-end.
Next Day Reporting
Audience impressions by network, daypart,
and Ad-ID are automatically updated, and
viewable the next day.
Filter By:
AudienceXpress
212.356.8070
[email protected]
Data-Driven Results
Partnerships with Nielsen and Smart TV and
online data providers allow advertisers to
bridge the gap between TV and online ads.
• Audience Segment • Demographics
• Flight Dates
• Daypart
• Ad-ID
• Network
The programmatic TV buying platform
Programmatic TV—What Everyone is Talking About
There’s a shift coming to traditional TV. The business of television is increasingly powered
by programmatic buying and audience targeting, and AudienceXpress is on the
forefront.
“
In the same way that online buying moved
from buying sites to buying audiences, TV
buying is likely to move in the same way, as
more granular data (i.e., matching offline
purchasing habits to viewing habits) is
incorporated into TV buying. Visible World...
recently spun out a separate company
called AudienceXpress to focus on the issue.
Coady Diemar Partners, Media Maven: Programmatic
Buying Coming to TV, Nov. 2013
“
”
AudienceXpress has been working with cable
and satellite companies to pool their local
advertising inventory into national “unwired”
network buys based on the underlying
value of their audiences, not necessarily
the programs they are watching, per se.
”
Joe Mandese, MediaPost, Jan. 7, 2014
According to a recent IAB/Winterberry group study, 85% of advertisers currently use
automated buying, while 72% of publishers do the same. Among advertisers, 91% expect
to adopt programmatic buying strategies within the next two years. Agency holding
company IPG Mediabrands has committed to automating 50% of its buying by 2016.
“
The programmatic buying and selling of advertising inventory is fast taking
hold of the media industry. . . Companies like AudienceXpress, a webbased platform that automates the TV buying process with the end goal
of reaching a specifically targeted audience, are making headway.
”
Kaylee Hultgren, CableFAX, Nov. 27, 2013
Reach Every One
Cardlytics is the world’s most powerful, personalized new media platform—combining
massive scale, unmatched insight, and deep, actionable analytics. Thanks to our exclusive
access to the purchase behavior of 70% of all U.S. households, we know who buys where and
when. Across all retail categories and consumer segments. We then use that knowledge to
help retailers craft messaging that speaks to millions of buyers individually…based on where
they shop and what they buy.
The Cardlytics Advantage
Scale
• Nearly 400 financial institution partners, including Bank of America, PNC, Regions,
and hundreds of local banks and credit unions
• Data from 11 billion transactions a year comprising $500 billion in consumer spend
Engagement
• 200 million monthly logins via banking partners
• 15 million active mobile users
Retailer Participation
• Partnering with hundreds of national retailers in the U.S. and thousands of regional
and local businesses
• Drove $512 million in sales to retailers in Q2 2013 alone
Proven Track Record
• Founded in 2008; headquartered in Atlanta, GA, offices in San Francisco, London
and New York
• 250 employees
• Private equity funded—Canaan Partners, Polaris Ventures, Aimia
Today we deliver 100 million marketing offers to 30 million registered users every month—helping retailers make
the direct connection to the buyers they want most.
How It Works
Cardlytics leverages historical purchasing behavior
to deliver timely, relevant offers that generate
immediate interest and drive repeat sales.
1. Based on past purchases,
customized offers are delivered
via online or mobile banking
application.
1
2. Consumers simply select
the offers they want.
2
3. The activated offer is
automatically loaded on the
consumer’s ATM/Debit card—no
coupons, codes, or loyalty cards
needed.
5. Retailer pays only when
purchase is completed by
the consumer.
3
4
5
4. Consumer makes a purchase
using their card and receives
cash back via bank reward.
© 2014 Digilant Inc.
Go Above And beyond
the Data
In the battle for consumer attention it takes more than technology and data to deliver
meaningful results. Digilant™ goes above and beyond, providing a team and approach that
uncovers unique insights and delivers specific, relevant recommendations. Our process
empowers you with knowledge about your best customers and prospects so you can turn
your marketing programs into business success.
ContaCt Digilant to go above anD beyonD
[email protected] 720.244.5920 www.digilant.com
BOgOta | BOstOn | ChICagO | MaDrID | MexICO CIty | new yOrk | san FranCIsCO | sãO PaulO
ReAl StoRieS
real results
Digilant is a real-time data intelligence company that empowers you with unique knowledge
about your audience, so you can create a truly customized digital marketing strategy that
gets results.
InCreasIng BranD lIFt
for CosmetiCs branD
Challenge
a cosmetics brand wanted to increase awareness for
their line of mascara products among latino consumers.
results
Digilant Multicultural drove a 56% increase in brand
lift — more than eight times the previous benchmark.
the campaign also helped the cosmetics brand confirm
that users interested in health, arts & entertainment
and Fashion were more likely to favor their brand than
users interested in other behavioral categories.
InCreasIng PurChase Intent
for new Coffee proDuCt
Challenge
a well-known coffee brand wanted to increase purchase
intent for its coffee pods among keurig machine owners,
while achieving a 0.10% click-through rate.
results
Digilant demonstrated a 11% increase in purchase intent
among keurig owners and delivered a 19% click-through
rate for the advertiser. this exceeded the coffee brand’s
expectations given that they already had significant
awareness.
www.digilant.com
56%
BranD lIFt
11%
InCrease In
PurChase
Intent
Revolutionizing
the Way Brands
Advertise
Contextually Targeted
Audience Clusters
The DIRECTV Sports
Advantage
DIRECTV
Everywhere
CONTACT: Keith Kazerman, SVP, Ad Sales
212.205.0605 | [email protected]
The Largest National
Addressable
Platform
Custom Analytics &
Backend Reporting
TAP
Tune-In Activation
Program
Super Spot
Premium Inventory
Within the Highest Rated
Programming
Interactive Dedicated
Brand Channels
Custom-Tailored
Marketing
art
m
s
Outspend the competition.
DIRECTV Addressable Advertising
The Largest National Addressable TV Platform
Household-Level Targeting to Over 12 Million Homes
The Power of a :30 Spot with the
Precision Targeting of Digital
Revolutionizing the Way Brands Advertise—
The ad finds the target audience as opposed to
the chance of the audience finding the ad
A dynamic suite of custom analytics, planning and
optimizing tools enabling a smarter way to advertise
Unparalleled reporting that provides audience
insights as well as closed-loop studies to measure
campaign effectiveness
art
m
s
Outspend the competition.
Shine.
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The voice of
digital culture.
Join the
movement.
Mashable: Voice of Digital Culture
Mashable is the platform that connects, empowers and inspires people around
the world by telling highly shareable, inspirational and informative stories that
definitively tell the story of our time: digital innovation and its culture.
Audience: The Connected Generation
The Mashable movement is composed of influential hyper-sharers that grew up
immersed in technology and are constantly seeking what is new, creative, and
valuable. They are early adopters who are interested in innovation as a state of
being: in business, travel, design, music, entertainment and more. Mashable’s
community shapes the information revolution.
Technology: Innovation Flows
Through Mashable’s DNA
Mashable is built with proprietary platforms such as its patent pending, highly
effective social prediction algorithm, Velocity, and Social Lift, a toolkit for brands
to quickly and effectively amplify social messages beyond their own social networks
to make big impacts among some of the social universe’s most active sharers.
To find out more about Velocity or how your brand can create meaningful
connections with Mashable’s millions of deeply engaged readers, reach out to
Seth Rogin, Chief Revenue Officer, [email protected].
MediaCom ’s
Brain
Some agencies are left-brained. Some are right-brained.
We say: why choose?
At MediaCom, we know the right strategy requires both measurement and imagination.
That makes working with us not just better for your bottom line,
but a whole lot more interesting.
Want to know what MediaCom can do for your business?
Contact Khartoon Ohan at 212.912.4481 or [email protected].
www.mediacomusa.com
BLINK
The Connected Issue is out now
Available online and in print
MediaCom’s latest issue of BLINK Magazine is all about
connections: how objects, people and places will connect in the
future and what this means for brands.
From connected cars and the quantified self to real-time offers
and the Internet of things, connectivity is shaping our lives.
Learn from industry experts as they share insights and analysis
on these topics and more.
To get your own copy of BLINK, subscribe to the MediaCom
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SO GET CURIOUS, GET ENGAGED AND GET IN TOUCH:
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VP, Advertising Sales
Phone: 212-708-1604 / Fax: 212-708-3234
[email protected]
smithsonianchannel.com
©2014 SNI/SI Networks L.L.C. All rights reserved. Smithsonian Channel is a trademark of Smithsonian Institution. SNI/SI Networks L.L.C. is an authorized user. Emmy® is a registered trademark of the Academy of Television Arts & Sciences.
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A ComCAst WholesAle serviCe
You’ve nailed it. That great content
marketing program that plays right into
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brand irresistible to customers. But how
do you scale the impact beyond posting
on social channels, praying for search
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ANA
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
opportunities
the
and
incentives
of state commercial production
be aware of the benefits
“All advertisers should
budgets.”
to positively impact production
Valerie Light
What’s Inside?
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
place.
Guidelines for Agency
the project takes
and 4A’s published the
................. 3
activity in the state where
In October 2011, the ANA
for both clients and
1. Initial List/RFI Phase
practicesstate
» incentives
incentives. The
publicize best
production
and
these
Those
document
from
to
process.
Search historically benefited greatly
and selectionparticular state. Incentive programs
........... 5
have
in the agency search
a 4A’s websites.
» 2. Semi-Finalist/RFP Phase
to produce inand
agencies to consider
The film and television industries
the decision
the respective ANA
for making
In the feature film arena,
10
companies can
be accessed on approval
on the shoot location.
beenPhase .........................
3. Finalist
final
»
are clearly geared to reward guidelines
give
and
advertisers have
fund productions
there is an
studios. More recently,
12
in building
target the companies that
the ANA and 4A’s believe
Summary ..........................
are the major motion picture
very successfulGuidance
been
incentives
search/new
these As
a follow-up to those guidelines,
agency
as many states
of the have
quality,
the largest recipients of
the productivity
sacrificing
improve
without
........... 13
further
specific
to
achieved
be opportunity
by developing
Task Force Members..............
participating. Savings can
for both agencies and advertisers,
the industry.
process,
required
businessby
of agency selection briefing
the production infrastructure
guidance around the subject
Background
Background
best practices
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
Executive Summary
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
Information (RFI) Phase
Initial List/Request for
................ 1
4
...............
» INVIDI Technologies
6
.....................
Interest in Ratings for
2013 ANA SURVEY
Individual
REPORT
The Rise of the
In-House Agency
» Kantar Media ........................
8
.......
» Nielsen ........................
SURVEY RESEARCH
10
................
you preliminarily
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
Not
Interested
5%
» PrecisionDemand ........................
Benchmarks and Trends
13
.
Neutral
13%
and advocates of leadership initiatives.
Committees provide eyes, ears, and a voice:
................
15
Interested
82%
17
..........
» TRA ........................
....................
19
Appendix ........................
................21
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.
Better Knowledge/Inc
reased 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
Brand-Specific Commercial
Ratings
qualify a list of agencies
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.
whether this is a good
an informed decision about
Commercials
ANA committees are key originators
» Rentrak ........................
» Simulmedia ........................
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
1
Benefits ........................
Solution Providers
» comScore........................
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.
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 “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.
The ANA welcomes input from committee members on
leadership initiatives to consider.
64
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Brand Masters Conference - Association of National Advertisers

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