Brand Management

9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda

THEME: WHAT MAKES GREAT CREATIVE

I. THE EIGHT HABITS OF HIGHLY CREATIVE MARKETERS (10:00-11:00 am)
How can marketers create great work? The question itself brings to mind timeworn platitudes about thinking outside the box and taking risks. And while these clichés have always contained an element of truth, the need for novel solutions and risk tolerance has never been greater. In a world of social media and real-time public opinion, many effective creative solutions are high-stakes wagers. Talking to some marketers and agency executives about what it takes to do innovative, effective work, some principles came up again and again. This session, originally presented at the ANA Creativity Conference in December 2011, will take you through the principles, as well as some of the best work that illustrates these lessons in action.

Speakers:
Abbey Klaassen, Editor - Advertising Age
Ann-Christine Diaz, Editor - Creativity-online.com


II. MEMBER ROUNDTABLE DISCUSSION: WHAT MAKES GREAT CREATIVE (11:15am-12:15pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. Roger Adams, SVP Chief Marketing Officer - USAA Corporate Services and ANA Brand Management Committee Chair will lead an open discussion on what makes great creative. In this session, we will discuss:

• Perspectives on what members think is resonating with consumers today and how do we keep creative fresh and relevant while building a brand and achieving short term results.
• Thoughts on how testing can help the creative process.
• The struggle between brand building and call to action messaging.

Facilitator:
Roger Adams, SVP Chief Marketing Officer - USAA Corporate Services and ANA Brand Management Committee Chair


III. HOW TO FOSTER CREATIVITY AND INNOVATION (1:00pm-2:00pm)
Ted Royer, Executive Creative Director - Droga5, has won over 50 major awards in the industry, including Pencils, Cannes Lions and Clios for clients such as HP, Unilever, Nike, and ESPN. Ted's advertising career has taken him around the world, most notably to Singapore (where his work helped Saatchi & Saatchi, Singapore become International Agency of the Year), Argentina (where he helped Ogilvy win more awards than it ever had in South America), and Australia. In this session, Ted will provide his perspective on how to infuse creativity throughout your organization along with best practices on ways to generate ideas, stay relevant, and how to work best with your agencies.

Speaker:
Ted Royer, Executive Creative Director - Droga5