Integrated Marketing

NETWORKING BREAKFAST (9:00 – 9:45AM) Join us for pancakes for breakfast! Compliments of IHOP Restaurants.
INTRODUCTIONS (9:45 – 10:00AM)


I. IHOP'S NATIONAL PANCAKE DAY CELEBRATION: BUILDING BRAND EQUITY BY GIVING BACK TO THE COMMUNITY (10:00-11:00AM)
Since the inception of National Pancake Day in 2006, IHOP has raised nearly $20 million to support charities in the communities in which it operates by inviting guests to enjoy free pancakes on this beloved annual event. In this session, Liza Lathouris, Midwest Regional Marketing Manager – IHOP Restaurants, will share how IHOP builds guest engagement, awareness and brand love with free pancakes for a good cause.

Speaker:
Liza Lathouris, Regional Marketing Manager – IHOP


II. KIMBERLY-CLARK: BRINGING THE HUMAN BACK INTO MARKETING (11:00AM-12:00PM)
With the explosion of marketing technology, it is all too easy to get mired in the technical and operational aspects of building out the marketing technology systems and lose sight of the human aspect of this mission. However, there is tremendous opportunity for competitive advantage by consciously architecting these solutions around humans, our customers and our staff. In this session, Mayur Gupta, Global Head of Marketing and Innovation – Kimberly-Clark, will help you frame your marketing technology leadership around the consumer, measuring the business impact and ROI as well as balancing the different kinds of human needs within your organization and in the market, across different segments and different geographical regions of the world.

Speaker:
Mayur Gupta, Global Head, Marketing Technology and Innovation – Kimberly-Clark


III. CONAGRA TRANSFORMS THEIR ONLINE ADVERTISING TO IMPROVE ROI (12:00-1:00PM)
Viewability and audience measurement have changed the online advertising game, and advertisers now have the tools needed to understand sources of waste and optimize against poor-performing delivery. However, this access to data brings new challenges around how best to optimize, improve and monitor delivery – a process which requires adaptability and agility of not only the advertiser but its agency and publisher partners alike. In this session you will hear from Heather Dumford, Global Marketing Director of Media – ConAgra Foods, Cynthia Neumann, Director of Corporate Alliances – ConAgra Foods, and Scott Joslin, Vice President of Marketing Solutions – comScore on how ConAgra, one of North America's largest packaged food companies, worked with their advertising partners to transform its approach to online advertising, resulting in improved campaign performance and ROI.

Speakers:
Heather Dumford, Global Marketing Director, Media – ConAgra Foods
Cynthia Neumann, Senior Director, Consumer Insights Advanced Analytics – ConAgra Foods
Scott Joslin, Vice President, Marketing Solutions – comScore


IV. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
In this session, we will hear from selected Northwestern University Medill IMC Masters of Science students about what's new in Integrated Marketing and how they are applying new practices in their work. ANA Integrated Marketing Committee members will also 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