Media Leadership, West Coast Chapter

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


I. AMERICAN LICORICE FACTORY TOUR (10:00-11:00AM)
In this session, ANA West Coast Media Leadership Committee Members will have the exclusive opportunity to explore the American Licorice Factory and have some tasty treats!

• PLEASE NOTE:  You must wear closed-toe shoes in order to participate.

II. RED VINES MEDIA CASE STUDY – STRATEGIC MEDIA PARTNERSHIPS (11:15AM-12:00PM)
Michael Kelly, Senior Media & Consumer Communications Manager at American Licorice Company and Graham Herschel, Integrated Marketing & Sales Account Executive – Pac-12 Networks will share their media partnerships and outline the red vines program with the pac12.  This entailed on-air paid media, custom content creation/integration, social collaboration, mobile engagement, contests, experiential and sampling events across multiple western markets.  They will discuss how brands need to find media partners that complement their business objectives.

Speakers:
Michael Kelly, Senior Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair
Graham Herschel, Integrated Marketing & Sales Account Executive – Pac-12 Networks


LUNCH (12:00–1:00PM)


III. LEXUS VERSES AND FLOW:  BUILDING BRAND AWARENESS (1:00-2:00PM)
In this session, Lexus and Walton Isaacson will discuss their NAACP Image Award-nominated variety show Verses & Flow. A mix of music and spoken word, the show was created to give Black poets and R&B talent a high profile platform. Learn how Lexus creates and executes this initiative and increases their brand awareness through traditional media, social networking platforms as well as garner credible ratings.

Speakers:
Mary Jane Kroll, Advertising Manager – Lexus
Ayiko Broyard, Account Director – Walton Isaacson
Albert Thompson, Digital Strategist – Walton Isaacson


IV. MEMBER ROUNDTABLE DISCUSSION:  MEDIA TRANSPARENCY (2:00-2:30PM)
It's a fact - ANA has heard more concerns about media transparency in the past year than at any other point in memory.  There have been increasing concerns about the issue of media and media agency transparency – i.e., media sellers and agencies providing honesty and clarity to marketers on costs, placements, and data.  Rebates surfaced as an issue a couple of years ago and were the topic of an ANA white paper at that time; but recently concerns about rebates have returned. (Rebates = not knowing if my agency makes money from the media sellers on my media buy, e.g., -- are they getting rebates from the media?).

This session will focus on results from a new ANA survey on client-side marketer attitudes on the issues and introduce the ANA Media Transparency Taskforce consisting of ANA members including American Licorice.

Facilitator:
Michael Kelly, Senoir Media & Consumer Communications Manager – American Licorice Company and ANA Media Leadership, West Coast Committee Chair