Integrated Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)

I. BUILDING TRUST IN DAIRY THROUGH COWS AND COMMUNITIES (10:00 – 10:50AM)
There's a ton great about dairy, but misinformation is everywhere. That's why The Innovation Center for U.S. Dairy launched "Undeniably Dairy," a campaign created to remind people of all that's good about dairy starting at the farm and ending with the delicious foods people know and love. With an emphasis on digital content and key power partners like the Food Network and Cooking Channel to help spotlight trust-affecting issues like animal care, sustainability and nutrition, "Undeniably Dairy" has created a platform and assets for the entire dairy community – from farmer to processor to retailer to QSR – to share their own dairy stories. In this session, Serena Schaffner, senior vice president of communications at Dairy Management Inc., will share the insights and successes that continue to drive this multi-stakeholder, multi-year campaign.

Speaker:
Jessica Learman, VP, Strategic Communications – Dairy Management

II. HOW A CONSUMER-CENTRIC STRUCTURE DRIVES INSIGHTS AND MEASUREMENT (11:10AM – 12:00PM)
In this session, hear from FutureCast CEO Jim Elms on how today's modern marketers are re-engineering internal work structures to drive efficiencies and synergies based on the marriage of audience insights and performance marketing metrics. We will explore models, tools and methods to streamline workflow collaboration that provides focus and results.

Speaker:
Jim Elms, CEO – FutureCast

LUNCH (12:00 – 1:00PM)

III. WHEN YOUR WAYS OF WORKING NEED TO BE... REWORKED (1:00 – 1:50PM)
Multiple creative agencies, on top of multiple media agencies all working for multiple marketers representing multiple lines of business across multiple countries can quite naturally lead to...simply put... inconsistency. Something needed to change at BMO. After conducting a ways of working analysis, BMO saw the opportunity to tackle its fragmented, inconsistent model with too many partners and processes, and instead create something that can help the organization work smarter, drive more successful results for the business, and consolidate its agency partner roster to help save time and money. In this session, Mike Sanders, Director of Agency, Media & Partner Management North America and U.S. Brand & Sponsorships Advertising will share the process used to evaluate BMO marketing's old ways of working, lessons learned, and the new path forward.

Speaker:
Mike Sanders, Director of Agency, Media & Partner Management North America and U.S. Brand & Sponsorships Advertising – BMO Harris Bank

IV. MEMBER ROUNDTABLE (1:50 – 2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in integrated marketing. Topics might include talent, managing multiple partners, data integration, emerging platforms, and measurement of integrated campaigns. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance via email to pgross@ana.net and we will use your suggestions to guide the conversation.

Facilitators:
Pamela Gross, Senior Manager, Content Marketing, Committees & Conferences – ANA
Lisa Bialecki, Senior Director, Integrated Communications -- Rust-Oleum Corporation and ANA Integrated Marketing Committee Chair