Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME/INTRODUCTIONS (9:30 – 9:45AM)


I. FARMERS INSURANCE: CROSS-PLATFORM PROGRAMS (9:45 – 10:30AM)
Farmers current national ad campaign "We Know From Experience" is a very unique and collaborative program. In this session, we will hear from Beth Mayall-Traglia, Director, Content Marketing and Social Media at Farmers Insurance about its premise -- unbelievable but true claims agents have really covered. It spans traditional media, digital brand and performance advertising, but since the content is highly engaging and sharable, it has extended beyond this, into the branded content realm and social (Facebook 360 videos, Facebook canvas units) with great success. They will share examples of executions, and KPIs/measurement methods for the branded content platforms.

Speaker:
Beth Mayall-Traglia, Director, Content Marketing and Social Media – Farmers Insurance


II. STX ENTERTAINMENT: “BAD MOMS” MEDIA CASE STUDY (10:45 -11:15AM)
STX Entertainment is a fully integrated, diversified, global media company designed from inception to unlock value from the 21st century's changed media landscape. STX specializes in the development, production, marketing and distribution of talent-driven films, television, and digital media content, with a unique ability to maximize the impact of content across worldwide, multiplatform distribution channels, including direct passage into the China market. In this session, we will hear from Rachel Kimbrough, Senior Vice President, Business & Legal Affairs and Ramzy Zeidan, VP, Digital Marketing at STX, and learn how Hollywood's new studio crafted a cultural moment around their film "Bad Moms" through an innovative media strategy in order to effectively market to and reach an often overlooked and underappreciated demographic: Moms.

Speakers:
Rachel Kimbrough, Senior Vice President, Business & Legal Affairs – STX Entertainment
Ramzy Zeidan, VP, Digital Marketing – STX Entertainment


III. MEDIA TRANSPARENCY - UPDATE FOR MEDIA LEADERSHIP COMMITTEE (11:15AM -12:00PM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. Key recommendations include:

• Where the advertiser agrees to the agency acting as a principal, the advertiser should have disciplined, reliable processes to manage the potential conflict of interest.
• Advertisers should ensure that contracts with their media agencies contain robust provisions to deliver full transparency. Note that ANA General Counsel, Reed Smith LLP, has developed a media agency Master Media Planning & Buying Services Agreement template which can be used by advertisers in developing their own agency agreement.
• Advertisers are responsible for more active stewardship of their media investments, and should appoint a chief media officer to take responsibility for the internal media management and governance processes.

This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers including an in-depth review of the new contract template.

Speaker:
Molly Knol, Senior Manager, Committees and Conferences – ANA


LUNCH (12:00 – 12:30PM)


IV. QUANTCAST REAL-TIME ADVERTISING ACADEMY TRAINING* (12:30 – 2:30PM)
The ANA is partnering with one of our strategic partners, Quantcast, to offer ANA members a complimentary training on programmatic buying and real-time bidding (RTB). The Real-Time Advertising Academy is workshop that demystifies the digital advertising landscape. Attendees will learn how to plan for the constantly changing field and how to leverage cutting-edge information on the use of data, technology, and measurement to execute successful marketing campaigns. Gain an understanding of how digital ads are delivered and tracked, plus how digital media is bought and sold.

Facilitator:
Tommy Schanzer, Senior Trainer – Quantcast

*The Quantcast Real-Time Advertising Academy is only available to in-person attendees and will not be broadcast via webinar. We recommend those interested in the training attend this committee meeting in person.