Digital & Social

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


ANA PATENT INFRINGEMENT DEFENSE INSURANCE (9:45-10:00AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Speakers:
Marc Kaufman, Partner – Reed Smith
Alex Fjelstad, Retail Insurance Broker – Twin City Group


OPENING REMARKS FROM REEBOK (10:00-10:20AM)


I. DUNKIN' BRANDS: DRIVING BRAND INNOVATION (10:20-11:20AM)
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 quick-service restaurants, serving hot and cold coffee and baked goods, as well as hard-serve ice cream. In this session, Melanie Cohn, Social Media Manager – Dunkin' Brands Inc. will share how Dunkin' Brands uses a combination of unique social programming and exclusive digital and mobile content to develop a truly innovative, immersive experience and opportunities for deeper engagement with consumers.

Speaker:
Melanie Cohn, Social Media Manager – Dunkin' Brands Inc.


II. HASBRO DIGITAL MARKETING CASE STUDY (11:30AM-12:30PM)
In this session, Kathryn Cianfrocca, Director, Digital Brand Marketing – Hasbro will share a case study on the innovative work that they are doing in the digital and social media space.

Speaker:
Kathryn Cianfrocca, Director, Digital Brand Marketing – Hasbro


LUNCH (12:30-1:30PM)


III. IMEDIA TRANSPARENCY UPDATE (1:30-2:00)
Ad Age identified media transparency as one of its 2014 "Biggest Stories of the Year." An ANA survey found that nearly half of respondents were concerned about the transparency of media buys – undisclosed rebates and programmatic buying were among the issues noted for transparency concerns. Following a discussion at the June 2014 meeting of the ANA Media Leadership Committee, it was agreed to assemble a task force to dive deeper into media transparency issues. In this session, we will discuss:

• ANA Media Transparency RFP: In late June ANA issued an RFP to hire a consultant to conduct an independent third-party assessment on media transparency issues. The project seeks to identify truth and set the record straight about rebates and transparency-related concerns around programmatic buying, agency trading desks and more. The RFP asks for recommendations on better business practices for agencies, marketers, media, suppliers, and vendors; suggestions for how marketers and agencies can optimize confidence and trust; a "code of conduct" for the industry; and principles for effective, high-quality contracts. This session will provide an update on the ANA Media Transparency RFP.
• ANA / 4As Media Transparency Task Force: The ANA is also working with the 4As on a joint Transparency Principles of Conduct and we will share an update on those efforts.
• Programmatic Webinar Series: During the past year our work on rebates has grown to be recognized in the industry, leading to a vibrant discussion. The ANA board of directors is now involved and there are also joint conversations with the 4A's. In April 2015 we expanded the focus of the task force to programmatic buying. Following the same "recipe for success" we used on the rebate issue, as an initial step we invited some select outside consultants to educate us via webinars. We will share some of the key learning from the programmatic webinar series.

Facilitator:
Meghan Medlock, Director, Committees & Conferences – ANA


IV. MEMBER ROUNDTABLE DISCUSSION: SOCIAL LISTENING AND E-COMMERCE (2:00-2:30)
In this session, we will open up the discussion to talk about issues facing members and build upon those topics to explore in future meetings.

Facilitator:
Meghan Medlock, Director, Committees & Conferences – ANA