Integrated Marketing

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


I. WHIRLPOOL: INTEGRATED MARKETING INSPIRED BY CONSUMERS (9:15-10:15AM)
For more than one hundred years, the Whirlpool brand has been inspired by how people care for their families. In this session, Bill Beck, Senior Director – Whirlpool Corporation will discuss how the Every day, care™ campaign - the biggest campaign for the Whirlpool brand to-date - communicates the importance and value of this care via national television, print and digital advertising, and also proves how these seemingly insignificant acts can affect real change through a series of social acts with the Every day, care™ Project Platform, a scientific study, and through the appliances themselves.

Speaker:
Bill Beck, Senior Director – Whirlpool Corporation


II. DRIVING CUSTOM INSIGHTS IN AN INTEGRATED MARKETING ENVIRONMENT (10:30-11:30AM)
Industry Analysts have identified 'customer experience' as "the most pressing mandate for marketers – the top area of marketing technology investment in 2014, and the leading innovation spend for 2015." The key to driving optimal customer experience is inspiring each customer, which is only possible through individualized insights. In this session, Andrew Dorn, Account Executive – Teradata Corporation, will explore the topic of individual insights, what is necessary to obtain them and how they can be best leveraged through integrated marketing management to drive business growth.

Speaker:
Andrew Dorn, Account Executive – Teradata Corporation


III. NATIVE ADVERTISING – HYPE OR HOPE? (11:30AM-12:00PM)
Native advertising has been one of the hottest and most controversial (thanks to John Oliver!) terms of the year. Native advertising is a method in which the advertiser attempts to gain attention by providing messaging in the context of the user's experience, with the intent of making the paid advertising feel less intrusive and thus increase the likelihood users will engage with it. In this session, Janine Martella, Director, Committees and Conferences – ANA will share the topline results of the fall 2014 ANA Native Advertising Survey, fielded to ANA members, which will provide industry benchmarks and insights on budgets, measurement, disclosure, and overall management of native advertising.

Speaker:
Janine Martella, Director, Committees and Conferences – ANA


IV. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (12:00-12:45PM)
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. INTEGRATED MARKETING SURVIVAL KIT: INNOVATIVE APPROACHES TO NEW FORMS OF DATA (1:00-2:00PM)
In a Millennial inspired "Participation Economy," brands face a challenge different than anything we've seen in the past. As we consume brands in more fluid ways, elevating your brand into the future will require a purpose, identity, essence and authentic voice more than ever. In this session, Greg Vodicka, Millennial Consulting Director – FutureCast, will discuss how to leverage new forms of digital, social and customer data into integrated marketing efforts. In a world where agile data meets agile communication, you will learn how to bring current forms of data to life with examples from leading brands.

Speaker:
Greg Vodicka, Millennial Consulting Director – FutureCast