Media Leadership, West Coast Chapter

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


I. BLACKROCK LEADS THE WAY IN BLOG-CENTRIC CONTENT MARKETING (10:00-10:45AM)
Blackrock is the world's largest asset manager. In this session, Anthony Cistaro from Blackrock, Inc. and Anne Hynek, Managing Editor – BlackRockBlog.com will share a content marketing case study on how they lead the way in the finance industry through content marketing and social media.

Speakers:
Anthony Cistaro, Vice President – Blackrock, Inc.
Anne Hynek, Managing Editor – BlackRockBlog.com


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
Meghan Medlock, Director, Committees and Conferences – ANA


III. HIGHLIGHTS FROM CES (11:15AM-12:00PM)
In this session, we will share key highlights and trends from CES. In addition, we will open up the discussion for ANA Media Leadership, West Coast Chapter Committee members to share what they have seen/heard at CES and discuss potential implications for the marketing/media industry.

Speakers:
Michael Kelly, Senior Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair
Meghan Medlock, Director, Committees and Conferences – ANA


IV. LUNCH & MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (12:00-12:45PM)
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
Meghan Medlock, Director, Committees and Conferences – ANA


V. OPTIMIZING YOUR MEDIA MIX THROUGH THE POWER OF MUSIC (12:45-1:30PM)
Music has incredible emotional power and it is one of the most effective ways for brands to drive awareness and engagement. But depending on the marketing tactic – content marketing, experiential marketing, advertising, etc. – the way consumers discover, consume, and engage with music varies by medium. Sony Music does an annual segmentation study of 30,000 U.S. consumers on their attitudes and behaviors toward music, artists, brands and how they engage with each across different media platforms. Sony will share their learnings on the optimal media mix by music fan type and some examples of success.

Speaker:
Toni Wallace, Senior Director, Strategic Marketing – Columbia Records, a division of Sony Music


VI. EXTENDING MEDIA & DIGITAL TO THE PHYSICAL WORLD VIA LIVE EXPERIENCES (1:30-2:15PM)
Brands like Levi Strauss & Company, PepsiCo, and GE craft real world experiences that resonate across shared, owned, and earned media. In this session, learn how great brands can extend and measure media from the digital to the physical world.

Speakers:
Brian Schultz, Partner – The Magnetic Collaborative
Tripp Gobble, Global Social Engagement – Levi Strauss & Company


VII. COLUMBIA RECORDS STUDIO SESSIONS MIX & MINGLE (4:00-6:00PM)
Join the Columbia Records Creative Agency team for a mix and mingle after the Committee Meeting at the infamous Hyde Street Studios where the critically acclaimed band Train recorded their last album. There will be cocktails, appetizers, and great networking to be had. Columbia Records will also play upcoming unreleased music and a featured guest from Columbia's very own A&R department will share a behind the scenes look at the music making process and future trends in the music industry we see at the label. Columbia Records is one of the most iconic record labels in the industry and represents artists such as Adele, Beyonce, Pharrell Williams, Daft Punk, Bob Dylan, Barbara Streisand, AC/DC, Train, Hozier, John Legend, John Mayer, and many others.

Location (25-minute walk from Blackrock headquarters):
Hyde Street Studios
245 Hyde Street
San Francisco, CA 94102

Parking Location:
Civic Center Garage
355 McAllister Street
San Francisco, CA 94102