Sponsorship & Event Marketing

NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME AND INTRODUCTIONS (9:30 – 10:00AM)


I. THE PUBLIC THEATER APPROACH TO PARTNERSHIPS (10:00AM – 10:30AM)
The Public Theater, one of the nation's first nonprofit theaters, continues the work of its visionary founder Joe Papp as a civic institution engaging with some of the most important ideas and social issues of today through programming that includes one of New York City's most sought-after summer traditions - Free Shakespeare in the Park. In this session, learn about The Public's strategic partnerships with JetBlue and other brands. Also, all in-person attendees will be eligible for a chance to win a pair of tickets to Hamilton, An American Musical later in the day. Must be present to win!

Speakers:
Tom McCann, Senior Director of Marketing – The Public Theater
Benjamin Orona, Manager of Strategic Partnerships – The Public Theater


II. BOSE: PERFORMANCE DRIVES SPONSORSHIP STRATEGY (10:30AM – 11:15AM)
Leading audio brand Bose has transformed from what was once a direct marketing machine to a highly visible sponsorship brand. In this session, Kyle Graham will share the inflection points that led to the brand's evolution. He will also speak to the NFL relationship, and talk about how a privately-owned company with little sponsorship experience has activated a very public-facing sponsorship on one of the sports world's biggest stages (the NFL sidelines), while ensuring that Bose holds their partnerships to the highest performance standards.

Speaker:
Kyle Graham, Manager, Global Content and Customer Journey – Bose Corporation


III. SPONSORSHIP MEASUREMENT SURVEY (11:15AM – 11:30AM)
Sponsorship is an increasingly important component of the marketing communications mix, with a growth rate that has recently outpaced traditional advertising and promotion. As such, sponsorship measurement and accountability metrics continue to be an area of interest. ANA is partnering with MASB (Marketing Accountability Standards Board) on a project focused on sponsorship measurement. If you are involved in sponsorship and its measurement, or have a good working knowledge of how your company uses and measures sponsorships, we would appreciate your input during this time.

Facilitators:
Bill Duggan, Group EVP, Committees, Conferences & Sponsorship – ANA
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA


IV. DIAGEO: BUCHANAN'S PRODUCES SIGNIFICANT RESULTS (11:45AM – 12:30PM)
Buchanan's, a luxury spirits brand with incredible equity in Latin America, saw its core drinker grow older and its cultural relevance waning. Beginning in 2016, the brand refocused their marketing efforts to regain relevance and cultural status. In this session, senior brand manager Tara King will share insights behind their successful "Es Nuestro Momento" campaign and partnership with global Latino icon J Balvin, producing significant results for the brand.

Speaker:
Tara King, Senior Brand Manager, Buchanan's – Diageo


LUNCH (12:30PM – 1:00PM)


V. IBM WATSON AS A GAME CHANGER IN SPORTS AND ENTERTAINMENT PARTNERSHIPS (1:00PM – 1:45PM)
Data-driven decisions are always smart decisions, and thanks to cutting-edge technology properties, teams, and fans are poised to make smarter decisions than ever before. But what about the 'unstructured' data that does not fit into spreadsheets? Like video, written words, crowd noise, player gestures and facial expressions? IBM's Watson technology is helping sports and entertainment businesses solve some of their thorniest challenges, and in the process, is setting the stage to revolutionize the live event experiences for players, fans and broadcasters. Noah Syken, VP of IBM's Sports and Entertainment Partnerships, is leading the charge to partner with the world's top events in their moments of cultural significance and put IBM's Watson at the center of this AI revolution. Noah will also share how AI is creating smarter, more responsive and personalized live event experiences and how this new frontier will ultimately help you spend your sports marketing dollars more wisely.

Speakers:
Noah Syken, Vice President, Global Sponsorships (Sports and Entertainment) and Client Programs – IBM
David Gaspar, Managing Director - DDG


VI. MEMBER ROUNDTABLE DISCUSSION (1:45PM – 2:30PM)
Join your fellow committee members for open discussion in the evolving landscape of sponsorship and events. Something specific you'd like to discuss? Please let us know in advance and we'll be sure to include during this open forum.

Facilitator:
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA