Integrated Marketing

NETWORKING BREAKFAST (8:30-9:00AM)
INTRODUCTIONS (9:00-9:15AM)


I. U.S. CELLULAR CHAMPIONS ENTREPRENEURIAL SPIRIT WITH SHARK TANK (9:15-10:15AM)
U.S. Cellular began building awareness and credibility amongst business owners in an efficient way by partnering with Shark Tank, a hot primetime national television program. In this session, Linda Yeh-Ostrinsky, Senior Brand Manager – U.S. Cellular, will share how a regionally targeted program generated national exposure beyond their markets of operations. Hear how the borrowed equity from Shark Tank moved the needle for U.S. Cellular including positively impacting the lives of business owners by being "the champions of small-town entrepreneurial access."

Speaker:
Linda Yeh-Ostrinsky, Senior Brand Manager – U.S. Cellular


II. SIX FLAGS ENTERTAINMENT INTEGRATES WITH GOOD HUMOR ICE CREAM (10:30-11:30AM)
Six Flags Entertainment, Inc. has developed a multiple year partnership with Unilever and their ice cream brand, Good Humor, to create a full brand experience for both Six Flags and Unilever. In this session, Stephanie Borges, Director, Corporate Alliances – Six Flags Entertainment, Inc. will share how both companies collaborate on in-market, online and in-store shopper marketing promotions during the five-year agreement.

Speaker:
Stephanie Borges, Director, Corporate Alliances – Six Flags Entertainment, Inc.


III. CONNECTING BRANDS WITH THE MILLENNIAL GENERATION (11:30AM-12:30PM)
Matt Britton is known throughout the advertising industry as an expert in social media marketing with a unique and deep domain expertise in the millennial generation. Matt currently serves as founder and CEO of New York-based MRY, a world leading social media and youth marketing agency. In this session, you will hear about the work MRY has done with some of the world's leading brands to help them connect with today's rapidly evolving and highly elusive consumer.

Speaker:
Matt Britton, Founder and CEO – MRY


IV. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (12:30-1:15PM)
In this session, ANA Integrated Marketing Committee members will have an opportunity to network and discuss key integrated marketing issues.

Facilitator:
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair


V. STA-BIL FUEL TREATMENT TAPS BEHAVIORAL ECONOMICS TO DRIVE SALES AT WALMART (1:15-2:15PM)
As the number one brand of fuel stabilizer, STA-BIL focuses on its number one channel, Walmart, to drive sales. While Walmart has been having some issues of its own, STA-BIL's sales of its seasonal STORAGE brand had also suffered in the past two years. Tom Bingham, Senior Director of Marketing at parent company, Gold Eagle, turned to MARC USA for help in building an integrated plan that leveraged behavioral economics principles to create a sense of urgency for DIY auto enthusiasts to not only plan to put their prized vehicles to bed for the winter, but to buy their STA-BIL STORAGE at Walmart. Using a combination of enthusiast print vehicles, digital, mobile and Walmart-specific digital and in-store media STA-BIL revitalized sales with a 25% year over year improvement.

Speakers:
Tom Bingham, Senior Director of Marketing – Gold Eagle Company
Jean McLaren, President – MARC USA - Chicago