Mobile Marketing

NETWORKING BREAKFAST (9:00 – 10:00AM)

INTRODUCTIONS (10:00 – 10:15AM)


I. THE FUTURE OF MOBILE MARKETING (10:15-11:15AM)
The continued growth in mobile presents new opportunities and challenges for brands to stay relevant across the changing touch points in the consumer lifecycle. Omnichannel retail, social shopping, smaller trusted networks and the transition towards simplified payments are some of the key trends driving this shift in consumer behavior. In this session, industry experts Jonathan Greene, Managing Director, Mobile & Social Platforms - R/GA and Cindy Pound, Group Director/Mobile Lead North America, Mobile and Social Platforms - R/GA will share some key trends shaping the future of mobile marketing. They will share some key case studies, results, and actionable takeaways for marketers to leverage for the future. This presentation will also touch upon the importance of user experience in mobile.

Speakers:
Jonathan Greene, Managing Director, Mobile & Social Platforms - R/GA
Cindy Pound, Group Director/Mobile Lead North America, Mobile and Social Platforms - R/GA


II. TOOLKITS TO HELP YOU EFFECTIVELY AND EFFICIENTLY MANAGE YOUR MARKETING RESOURCES (11:20-11:40AM)
The ANA made18 toolkits available to members, on topics including Agency Management, Market Research, and Content Marketing. These toolkits are interactive, simple-to-follow and customizable, making it easier for you to justify marketing resources and meet your unique needs. The Agency Management Methodology Toolkit document consists of five stages, each with a description, steps, and action items using tools and templates. The ANA's Marketing Knowledge Center will provide an update on these toolkits, how your team can access them, and conduct a live demonstration with Q&A.

Speakers:
Arthur Tharpe, Senior Director, Marketing Knowledge Center – ANA
Catlin Nitz, Senior Knowledge Manager, Marketing Knowledge Center – ANA

III. KEY HIGHLIGHTS FROM 2013 MASTERS OF MARKETING CONFERENCE/MEMBER ROUNDTABLE/OTHER COMMITTEE BUSINESS (11:45AM-12:15PM)
In this session, we will cover highlights from the 2013 ANA Masters of Marketing Conference. In addition, we will open up the discussion to talk about issues that ANA Midwest Digital & Social Media Committee members are facing and build upon those topics to explore in future meetings.

Facilitator:
Meghan Medlock, Director, Conferences & Committees – ANA


LUNCH (12:15-12:45PM)


III. ZYRTEC:  THE INTERSECTION OF ART, SCIENCE, AND SNEEZES (12:45-2:00PM)
A combination of great technology, great content and great creative allowed Zyrtec to become the #1 allergy App on iOS and Android, the #1 trafficked mobile allergy site and the #1 brand in customer loyalty.  In this session, Colleen Sellers, Director, Allergy Franchise - McNeil Consumer Healthcare and Eric Weisberg, Executive Creative Director – J. Walter Thompson New York will share their case study and takeaways for any brand looking to maximize their mobile presence.

Speakers:
Colleen Sellers, Director, Allergy Franchise - McNeil Consumer Healthcare
Eric Weisberg, Executive Creative Director – J. Walter Thompson New York