Integrated Marketing

BREAKFAST (9:00 – 10:00AM)
WELCOME AND INTRODUCTIONS (10:00 – 10:15AM)

I. MEMBER DEEP-DIVE DISCUSSION  (10:15 – 11:15AM)
Join your fellow committee members for a lively deep-dive analyzing recent integrated campaigns with purpose-driven partnerships, that optimized the use of the brand's resources, and connected with consumers on a deeper level.

II. WE'RE STILL NO B.S. (11:15 – 12:00PM)

Victor Lee, CMO of the Chicago-based protein bar company, RXBAR, discusses the benefits the disruptor brand gained after it was acquired by Kellogg and its no-nonsense style ad campaign that not only fit the brand but bridged the gap between generations.

Speaker:
Victor Lee, Chief Marketing Officer – RXBAR

III.  MAKER’S MARK® OLD FASHIONED 180 VR (12:00 – 12:45PM)

Enjoying a Maker’s Mark handcrafted whisky or cocktail with friends is inherently analogue. However, the next generation of consumers are influenced by share-worthy experiences and content. So how does a brand that lives primarily offline in consumers lives leverage creativity and the power of the medium to create memorable, participative and sharable brand experiences? In this 45 minute long presentation, Janna Reddig and Nathalie Phillips will reveal how Maker’s Mark is revealing its character one curated brand experience at a time.

Speakers:
Janna Reddig, Director, Global Integrated Marketing Communications (IMC) – Beam Suntory
Nathalie Phillips, U.S. Brand Director – Maker's Mark

LUNCH & LEARN! TIDYING UP THE MARKETING PROCESS (12:45 – 1:45PM)

During this interactive lunch, we'll discuss best practices for clarifying the marketing process to provide a clear-sighted path for demonstrating value. Despite a plethora of channels and specialized tools for every marketing function, together we'll focus on viewing a single, simple goal. Moving the thought process of integrating programs and campaigns to integrating people and teams. Discovering the tools that work best for you rather than using a martech tool simply because everyone else does. Technology isn't always the answer to delivering the transformation promised by the digital revolution but a unified team with clear direction, strong collaboration, and the right tools and processes can bring lasting change.

Facilitator:
Lisa Bialecki, Senior Director, Integrated Communications – Rust-Oleum Corporation & ANA Integrated Marketing Committee Chair

IV. CONSTELLATION BRANDS: NOT MATCHING NOT SORRY – HOW COORDINATING CONTENT RESONATES ACROSS CONSUMER TOUCHPOINTS (1:45 – 2:30PM)

Constellation Brands’ mission is “Building Brands That People Love.” That mission has been translated into industry-leading growth through a strategic focus on leadership of the high-end category segment across Beer, Wine & Spirits, including iconic brands like Corona, Modelo, Robert Mondavi, and more. In this session, Sara Master will share a Corona Case Study which illustrates how multiple communication partners can come together to create an integrated message that resonates with the consumer at multiple touchpoints, breaking the “matching luggage” philosophy in favor of a coordinated approach.  

Speaker:
Sara Master, Director of e-commerce – Constellation Brands