Media Leadership, West Coast Chapter

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


I. SUNGEVITY, INC. INNOVATES WITH RELEVANT CUSTOMER EXPERIENCES (9:45 – 10:30AM)
In this session, Sungevity, Inc. will share a case study on how they use media and retail partnerships to drive innovation and differentiation through Instant iQuotes, which allow homeowners to instantly view a 3D model showing the most optimal solar designs for their home based on roof pitch, sun angle and other key variables.

Speakers:
Liz Ludwig, Senior Vice President, Marketing – Sungevity, Inc.
Anne Goodrich, Director of Customer Engagement – Sungevity, Inc.


II. INTUIT: ONLINE DISPLAY AND PROGRAMMATIC STRATEGY & RELATIONSHIP MANAGEMENT (10:45 – 11:30AM)
In this session, Andy Leinicke, Global Online Acquisition Group Leader – Intuit, Inc. will share their approach to programmatic and cross channel DMP strategy and how they partner with their agencies, technology vendor, and internal partners.

Speaker:
Andy Leinicke, Global Online Acquisition Group Leader – Intuit, Inc.


III. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (11:30 – 11:45AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Speakers:
Marc Kaufman, Partner – Reed Smith (via phone)
Alex Fjelstad, Retail Insurance Broker – Twin City Group (via phone)


LUNCH (11:45AM – 12:30PM)


IV. ELECTRONIC ARTS PROGRAMMATIC MEDIA CASE STUDY (12:45 – 1:15PM)
In this session, Julie Kim, Programmatic Media Marketing Manager – Electronic Arts, Inc. will share a case study on their media agency relationship management alongside the rise of programmatic.

Speaker:
Julie Kim, Programmatic Media Marketing Manager – Electronic Arts, Inc.


V. MEDIA TRANSPARENCY UPDATE (1:30 – 2:00PM)
Ad Age recently identified media transparency as one of its "Biggest Stories of the Year" and acknowledged work from ANA, saying:

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, ANA Media Leadership, West Coast Committee Chair
Marni Gordon (via phone), Senior Vice President – ANA
Meghan Medlock, Director, Committees and Conferences – ANA