Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. In this session, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. EXPEDIA GROUP: INISIGHTS-LED CREATIVITY AND STORYTELLING (10:00 – 11:00AM)
In this session, Jessica Johns, Media Manager, North America – Expedia Group will share how Expedia effectively use insights from data to inform creative digital storytelling campaigns to successfully engage their target consumers. She will walk through a recent campaign, demonstrating how strategies rooted in data helped drive awareness, inspiration and consideration with online travel shoppers. She will also share their best practices for using digital behavioral trends – gleaned from custom research, first-party data and industry-available data – to inform campaign strategy and creative.

Speaker:
Jessica Johns, Media Manager, North America – Expedia Group


II. PLANTRONICS INFLUENCER CASE STUDY & HOW ANA MEMBERS ARE USING INFLUENCER MARKETING (11:15AM-12:15PM)
According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness. In this session we'll share full results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more. Additionally, the Senior Manager of Influencer Programs & Social Media at Plantronics will share how Plantronics is incorporating best practices, especially with their B2B influencer marketing campaigns and some insights on the future of influencer marketing.

Speakers:
Michael Kelly, Senior Influencer Program and Social Media Manager - Plantronics, Inc. and ANA Media Leadership, West Coast Chapter Committee Chair
Meghan Medlock, Senior Director – ANA


LUNCH (12:15-1:00PM)


III. JACK IN THE BOX: A SOCIAL-FIRST SUPERBOWL CAMPAIGN AND LEVERAGING MICROINFLUENCERS (1:00PM-2:00PM)
In this session, Adrienne Ingoldt, Vice President, Marketing and Communications – Jack in the Box, will share the creative, insights, and results that led to their social-first Super Bowl campaign (Jack vs. Martha Stewart) and how they leverage micro-influencers to modernize their regional marketing.

Speaker:
Adrienne Ingoldt, Vice President, Marketing and Communications – Jack in the Box


IV. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (2:00-2:30PM)
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. 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
7. Mobile
8. Branded Content

Facilitators:
Michael Kelly, Senior Influencer Program and Social Media Manager  – Plantronics, Inc. and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Senior Director, Committees and Conferences – ANA