Sponsorship & Event Marketing

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


I. KEEPING THE RACE RUNNING: JOHN HANCOCK AND THE BOSTON MARATHON (9:45AM – 10:30AM)
Principal sponsor of the Boston Marathon for over three decades, John Hancock has provided strategic support of the world's oldest annually held marathon, while benefitting customers, sales advisors, employees and the community. From recruiting the elite athlete and ambassador teams to creating award winning social campaigns and generating millions of dollars for non-profits, learn how this landmark sponsorship continues to thrive.

Speaker:
Mary Kate Shea, Senior Director, Sponsorship and Endurance Marketing – John Hancock Financial


II. UNDER ARMOUR: LEVERAGING BRAND AMBASSADORS TO DRIVE COMMERCIAL IMPACT (10:30AM – 11:15AM)
As Under Armour has built its business globally, the brand's athlete ambassadors have played a key role in driving the expansion. For the third year in a row, the brand has taken NBA All-Star Stephen Curry on a promotional tour across Asia, where the sport of basketball is extremely popular. While U.S. Football isn't nearly as widespread in Asia, UA recently embarked upon a similar tour with one of the NFL's all-time great quarterbacks, Tom Brady, with similar results. In this session, learn how Under Armour is leveraging the profiles and personalities of its champion athlete endorsers to drive increased brand and commercial impact, utilizing a 360 degree approach anchored in high-profile events.

Speaker:
Kelley Walton, Head of Global Event Marketing – Under Armour


III. TRANSPARENCY ISSUES IN EXPERIENTIAL AND EVENT PRODUCTION (11:30AM – 12:15PM)
The ANA released the report, "Production Transparency in the U.S. Advertising Industry", in August. The report concluded that transparency issues in the production ecosystem exist at multiple agencies and holding companies. While many of those issues relate to television/video production, the report also offered perspective that there are transparency issues in experiential and event production. Experiential and event production can have significant spend in a short period of time. Furthermore, there are often more frequent financial, operational, and reporting lapses than are typically found in broadcast and digital ad production due to the just-in-time nature of experiential and event production. In this session, a leading auditor will provide perspective.

Speakers:
Kevin Sheehan, Partner – KPMG
Alan Sadler, SVP, Managing Director - Advertising Production Resources (APR)


LUNCH (12:15PM – 12:45PM)


IV. UPDATE: SOCIAL MEDIA MEASUREMENT FOR SPONSORSHIP (12:45PM – 1:15PM)
In follow up to the ANA's recently released report around the use of social media and new technologies in sponsorship activation, Pamela Gross, Sr. Manager, Committees & Conferences at the ANA will share preliminary findings on common metrics used to evaluate these programs and companies with capabilities within this space.

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


V. MEMBER ROUNDTABLE DISCUSSION: MEASUREMENT (1:15PM – 1:45PM)
Let's continue the discussion around measurement and evaluation of sponsorship programs with your fellow committee members. Something else you'd like to discuss? Please let us know in advance and we'll be sure to include during this open forum.

Facilitators:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA


VI. SONY SQUARE TOUR (2:00PM – 2:45PM)
Sony Square NYC is a public space committed to showcasing innovations in products, music, movies and gaming through exclusive content, product launches, creative workshops, live performances and more. Join us for a tour of this interactive space.