Brand Management

Welcome & Introductions (11:00AM – 11:15AM EST)
John Paquin, Sr. Director, ANA

Roundtable Discussion (11:15 AM – 11:30 AM)

I. What's the right agency support model for your organization? (11:30 AM – 12:10 PM)
Marketing organizations generally have their pick of two support models: multiple integrated agencies that work in tandem or a single agency that provides integrated services under one roof. Blue Chip agency leaders will outline the pros, cons and best practices for both agency support models to help you identify the right fit for your organization.

Speakers:
Doug Ehninger, SVP Client Leadership, Blue Chip
Dan Eisenberg, Chief Marketing Officer, Blue Chip

II. Prioritizing Trust Drivers for a Winning Brand Strategy  (12:10 PM – 12:50 PM)
The BrandSpark Most Trusted Awards program has been tracking Americans’ trust in consumer brands since 2014. Scott and Robert will leverage insights from the 2022 edition, representing 130 consumer categories, to present a framework for developing an effective trust strategy that considers your brand’s competitive context. They will show that it is necessary to consider both share-of-trust in the market and depth-of-trust with core consumers, and that key trust drivers impact those two measures differently.

•   What attributes drive initial trust and trial, and which strengthen loyalty?
• How should I prioritize product vs. brand attributes in communication?
• What trust communication will work with mass audiences and which with niche targets?

Speakers:
Robert Levy, President, BrandSpark International 
Scott Boyer, EVP, BrandSpark International 

 Wrap-up (12:50 PM - 1:00 PM)

Speaker Bios

Dan Eisenberg, Chief Marketing Officer, Blue Chip
Dan Eisenberg is Blue Chip’s first Chief Marketing Officer. Previously serving as SVP of marketing and business development, he elevated Blue Chip’s presence in the industry and created such client relationships as E. & J. Gallo Winery, Merrell Footwear, Molson Coors and White Castle. In addition, he directs the agency’s executive leadership team. Prior to joining Blue Chip, Dan spearheaded client business at Geometry (WPP) and Momentum (IPG), where he opened and led the Momentum Chicago office for seven years.

Doug Ehninger, SVP Client Leadership, Blue Chip
Doug is an SVP of Client Leadership at Blue Chip Marketing, a fiercely independent, creative marketing agency based in Chicago. Doug is on a mission to develop astonishing campaigns that drive profitable brand growth for his clients. For the past 15 years he has led breakthrough integrated brand programs for a diverse range of companies that include Yum! Brands, GlaxoSmithKline, Fisher Nuts and Procter & Gamble. When he isn’t working you will find Doug getting sucked into a YouTube golf instruction vortex or playing “Dino Daddy” with his two daughters.