Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00–9:30AM)


I. TACO BELL VIP TEST TOUR (9:30-10:30AM)
In this session attendees will tour the Taco Bell Wall, which tells the story of Glen Bell and the company and then move on to the Lab/Forum, which will touch on sensory, innovation kitchens, and international.

Tour Guides:
Katie Gardiner, Manager, Marketing – Taco Bell, Inc.
Nichole Mitcheltree, Coordinator – Taco Bell, Inc.


II. MEDIA TRANSPARENCY UPDATE (10:45-11:15AM)
Ad Age recently identified media transparency as one of its "Biggest Stories of the Year" and acknowledged work from ANA, saying:

• Media Transparency: As digital-media buying reached an all-time high this year, marketers pushed for more clarity around agency-compensation models, inventory pricing, ad viewability and fraud. An Association of National Advertisers survey found that nearly half of respondents were concerned about the transparency of media buys.

In this session, we will update the Committee on important industry updates related to Media Transparency.

Speakers:
Michael Kelly, Senior Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair
Bill Duggan (via phone), Group Executive Vice President – ANA
Shannon Scanlin, Manager, Committees and Conferences – ANA


III. ALASKA AIRLINES UTILIZES MEDIA TO TARGET NEW CUSTOMERS (11:15AM-12:00PM)
In this session, Clint Ostler, Manager, Media & Market Strategy – Alaska Airlines will share how they launched a new focus city utilizing innovative media targeting.

Speaker:
Clint Ostler, Manager, Media & Market Strategy – Alaska Airlines


LUNCH (12:00-12:45PM)


IV. TACO BELL SPONSORSHIP CASE STUDY (12:45-1:45PM)
In this session, Taco Bell's marketing team will share some insights and strategies that led to the successful execution of the first annual College Football Playoffs, and the activation of the Live Màs Student Section. Fresh off a Bronze Clio win, the cross functional team from Media, Partnerships and Brand Experience will show how the sponsorship was brought to life and some lessons learned along the way.

Speakers:
Juliet Corsinita, Vice President, Media and Brand Marketing – Taco Bell, Inc.
Will Bortz, Director, Brand Partnerships – Taco Bell, Inc.
Christy Quealy, Manager, Media & Brand Partnerships – Taco Bell, Inc.
Ashley Prollamante, Manager, Brand Creative – Taco Bell, Inc.
Jozlynn Rush, Analyst, Brand Social – Taco Bell, Inc.


V. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (1:45-2:30PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics that can brought to the Committee as we plan our content for 2015. Key topics will include:

1. Programmatic / Agency Trading Desks
2. Native Advertising
3. Measurement
4. Data / Media Attribution
5. Global Media Management
6. Media Agency Management
6. Mobile
7. Branded Content

Facilitators:
Michael Kelly, Senior Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair
Shannon Scanlin, Manager, Committees and Conferences – ANA