Media Leadership, West Coast Chapter

Parking Map (regular parking in red; limited handicap parking in blue)

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. YAMAHA: CONNECTING WITH CUSTOMERS IN THE DIGITAL AGE (10:00 – 10:45AM)
Established in 1960, Yamaha Corporation of America offers a full line of musical instruments and audio/visual products to the U.S. market. In this session, Will Gresham, Social Media Specialist at Yamaha Corporation of America will share how the brand reaches and engages with their consumers and the evolution of their innovative digital media campaigns.  

Speaker:
Will Gresham, Social Media Specialist - Yamaha Corporation of America

II.  MUFG: B2B BRAND CASE STUDY (11:00 – 11:45AM)
Mitsubishi UFJ Financial Group, Inc. (MUFG) is one of the world’s leading financial groups. Headquartered in Tokyo and with over 360 years of history, MUFG has a global network with over 1,800 locations in more than 50 countries. In this session, Caroline Guttman, Director of Corporate Brand Strategy, will share some insights on bringing this global brand to life across various platforms in the Americas. 

Speaker:
Caroline Guttman, Director, Corporate Brand Strategy – MUFG

LUNCH (11:45AM – 12:15PM)

III. SMARTYPANTS: A NEW APPROACH TO CHANNEL SELECTION AND CUSTOM CONTENT (12:15 – 1:00PM)
Made with premium ingredients, SmartyPants vitamins make it easier to lead a happier, healthier life. SmartyPants has done a redesign of the way they think about content production, and how to customize messaging by platform throughout the sales funnel. In this session, Andrew Kmiec, Creative Producer at SmartyPants will share different content types and discuss the varied performance on different channels, and how they’ve learned to be nimble in production and how they are targeting and optimizing for ROI.

Speaker:
Andrew Kmiec, Creative Producer – SmartyPants

IV. MARRIOTT AND WHISTLE SPORTS: BUILDING ENGAGING CONTENT FOR UNIQUE DISTRIBUTION PLATFORMS (1:00 – 1:45PM)
Whistle Sports and the Marriott Content Studio produce and distribute the ongoing docuseries “Courtyard: Unstoppable” bringing to life compelling stories about people fueled by their passion for the game of football. By leveraging the partnership of Courtyard by Marriott as the “Official Hotel” of the NFL, the series shares engaging stories distributed on a dedicated channel on Facebook’s video platform, Facebook Watch. An unconventional approach to storytelling and distribution gets the story in front of engaged audiences while reinforcing brand awareness.

Speakers:
Kate Pfetsch, Director of Strategy & Content – Marriott Content Studio
Joe Caporoso, VP, Social Media – Whistle Sports

V. MEMBER ROUNDTABLE DISCUSSION: TOP MEDIA ISSUES (1:45 – 2:00PM)
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
Molly Knol, Senior Manager, Committees and Conferences – ANA