Integrated Marketing

Theme: Agency Relations

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


I. FORMICA BRAND REINVENTION (10:00 – 11:00AM)
Formica® Laminate has been around for over 100 years. This brand has strong awareness but over the years it has lost some of its sizzle to new materials like granite and quartz. The marketing and media agency team set out to capture the attention and imagination of the younger homeowner with the launch of a new Jonathan Adler celebrity line and their first-ever integrated marketing program. In this session, Kate Fortlage, Senior Brand Manager – Formica and Liz Adkins, PR Director – Northlich Agency, will share how the team worked together to reinvigorate the laminate category. Liz and Kate will share how launch plans were developed jointly between the brand and agency and have a little fun sharing what went well, and what could have been done better, along the way.

Speakers:
Kate Fortlage, Senior Marketing Manager, Residential – Formica
Liz Adkins, PR Director – Northlich Agency


II. SILO-BUSTING 101: (RE)ORGANIZING FOR CROSS-CHANNEL SUCCESS (11:00AM – 12:00PM)
In this fast paced session, Ryan Deutsch, DVP, Digital Marketing – Sears Holdings Corporation will share proven strategies for aligning teams and stakeholders that have been working in silos.  From creating cross channel KPI's to prioritizing work streams, attendees will leave with practical approaches to break down silos within an organization.

Speaker:
Ryan Deutsch, DVP, Digital Marketing – Sears Holdings Corporation


III. TOP AGENCY MANAGEMENT TRENDS FOR MARKETERS (12:15 – 1:15PM)
2015 has seen and will continue to see a number of game-changing trends that are reshaping the agency management landscape and how companies are working with their agency partners. In this session, attendees will learn what the future holds for Madison Avenue and the implications for brand advertisers who rely on their agencies to successfully compete in the marketplace.

Speaker:
Bruno Gralpois, Co-Founder – Agency Mania Solutions


IV. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (1:15 – 2:00PM)
In this session, we will discuss various aspects and best practices of agency management from both the client and agency experiences. ANA Integrated Marketing Committee members will also have an opportunity to network and discuss key integrated marketing issues.

Facilitators:
Julie Koewler, Vice President, Marketing – Hertz and ANA Integrated Marketing Committee Chair
Jenni Nelson, Director of Program Marketing, College of Engineering and Information Sciences – DeVry University and ANA Integrated Marketing Committee Chair