2015 ANA Digital & Social Media East Conference presented by Mediavest

TAKING ADVANTAGE OF THE WORLD’S BIGGEST CATALOG OF IDEAS

In this session, Vikram Bhaskaran will talk about the history and evolution of Pinterest with a focus on how exemplar brands are using the platform to drive innovation in their overall marketing strategy. Together with Maybelline's Sr. Social Media Manager, Stephanie Lokuta, Bhaskaran will discuss beauty on Pinterest and how L'Oreal has been able to develop creative, engaging, and innovative campaigns that drive results.

Vikram Bhaskaran

Manager of Partnerships – East Pinterest

HOW CISCO IS DRIVING DIGITAL TRANSFORMATION WITH MARKETING SIGNAL MEASUREMENT

Cisco is pioneering a digital transformation with the Internet of Things and has rolled out a massive, multi-channel campaign to spread the word. To ensure success, Cisco’s marketing team needed to dramatically scale its measurement, reporting, and analysis to match the scope of its “Internet of Everything” campaign. Hear how Cisco partnered with Origami Logic to move from manual, quarterly reporting and analysis to an always available, up-to-the-minute view of marketing performance across over 500 paid, owned, and earned properties. See how Cisco is leveraging the Origami platform to harvest and analyze marketing signals, connect marketing activities to business impact, and get to more actionable insights, faster. 

Scott Jones

Vice President of Marketing Origami Logic

ARE YOU MISSING THE PICTURE?

Two billion images are uploaded every day, but more than 80 percent of these images lack text that can help marketers find them. As a brand, this makes you blind to an important audience of consumers. Introducing Mantii, a real-time social media activation tool that uses GumGum’s proprietary image recognition technology to alert marketers when and how consumers share pictures relevant to their brands, even if there is no accompanying hashtag or caption. Mantii scans across social media in real time and allows brands to find and acquire user-generated images, connect directly with their influencers, and activate social media advertising campaigns. This session will explore how a popular ice cream brand can use Mantii to understand the success of its flavor strategy, identify key influencers, and create targeted advertising campaigns. 

Ophir Tanz (@OphirTanz)

Chief Executive Officer GumGum

Opening Remarks

Bob Liodice

President and Chief Executive Officer ANA

Host

Lee Nadler

Marketing Communications Manager and Launch Manager MINI USA

THE FUTURE OF DIGITIZATION OF THE PHYSICAL WORLD^

The increased digitization of consumers’ physical environments presents new engagement opportunities, drives changing consumer preferences, and creates new market opportunities. Shawn DuBravac, Ph.D., Chief Economist and Director of Research at CEA will explain how the trends emerging at CES 2016 will inform digital and social media marketing platforms for years to come. Hear how the data and devices not only inform the decisions consumers make but also define who they are, with great implications for the future.  This session will also cover highlights from the ANA/CES Brands Working With Startups Survey.

Shawn DuBravac, Ph.D (@shawndubravac)

Chief Economist and Director of Research Consumer Technology Association

CHOBANI: DIGITAL AS A FORCE TO BRAND BUILD^

For a brand that grew up on social, digital has been integral to how Chobani interacts with its fans. In this session, Chobani’s Chief Marketing Officer will discuss the evolution of the No. 1 Greek Yogurt company through the social and digital space. Hear the results from its brand new Love This Life™ campaign, see strategies that give consumers behind-the-scenes looks at Chobani events, and watch how the brand is reaching people where they live and where they're engaged like never before.

Peter McGuinness (@chobani)

Chief Marketing & Brand Officer Chobani, Inc.

THE WENDY’S COMPANY: DIGITAL TRANSFORMATION STORY^

Wendy's has historically focused on broadcast marketing as a franchisee-owned QSR, so it was a huge undertaking to build its first digital program in 2011. Since then, Wendy’s has become one of the leading digital marketers as they are highly focused on cross platform consumer data to increase its targeting, social media, mobile, and innovation. In this session, hear from their digital marketing lead on how they engage consumers, spur conversation, and ultimately drive sales

Mike Bueno (@Wendys)

Director, Digital Marketing The Wendy's Company

BROWN-FORMAN & MEDIAVEST: USING EXPERIENCE TO CONNECT BRAND STORYTELLING WITH SOCIAL MEDIA^

The promise your brand makes to consumers should come with personality and a history behind it.  The head of media, digital, and consumer insights for Brown-Forman, the company behind clever marketing for brands like Jack Daniel’s and Southern Comfort, and the Chief Executive Officer of their media agency partner, Mediavest, will share how authenticity in storytelling organically drives connection between mobile, social, and experience.  

Jason Loehr (@jloehr)

Vice President, Director of Global Media & Insights Brown-Forman Corporation

MAKING BRANDS RELEVANT EVERYDAY

We are experiencing a content gold rush where the economics of content have changed forever and we have all become content creators all of the time. But how do advertisers benefit from this change? How do they stay relevant among the wealth of content shared every day? How do they react to and even predict what is happening in culture? And how do they retain control of their brand and message, create scale and make it work for their business? Richard Hartell (Mediavest) and Marc Gallucci (R24) share their answers to these questions and how to make brands relevant every day.

Richard Hartell

President of Strategy Mediavest

CAMPBELL: DIGITAL INNOVATION REQUIRES RE-THINKING THE MARKETING MIX*^

Campbell, whose brands include Campbell's Soup, Prego, V8 and Pepperidge Farm, will hike digital spending to 40 percent of its media budget in 2016, which is up from about 20 percent today. Campbell's Umang Shah leads Campbell's global digital marketing strategy, encompassing both consumer-facing communications and corporate initiatives. In this session, he will discuss how the brands of The Campbell Soup Company are re-thinking their marketing mix to include more dynamic, real-time, and personalized communications driven by data paid, owned, and earned media channels.      

Umang Shah (@umang_shah)

Global Director, Digital Marketing & Innovation The Campbell Soup Company

KEYNOTE SPEAKER: EMARKETER: MAXIMIZING THE OPPORTUNITIES OF DIGITAL DISRUPTION*^

Founded in 1996, eMarketer is a leading independent market research company that provides insights and data on global trends related to digital marketing, media, and commerce. In this session, Geoff Ramsey, Chairman and Co-Founder of eMarketer, will share an exciting, data-packed keynote focused on digital disruption, particularly in the areas of media, mobile, and video. Discover key takeaways from his firm’s analysis of hundreds of global research studies and learn what you need to know about programmatic buying, multi-screen device usage, the mobile explosion, the $70 billion TV industry, the increasingly complex purchase funnel and many other disruptive trends affecting marketing and media.

Geoff Ramsey (@geofframsey)

Chairman and Co-Founder eMarketer

WHAT MAKES CONTENT SHARABLE

So far in 2015, there have been 57 billion actions taken on social content posted by U.S. brands across Facebook, Twitter and Instagram. U.S. brands have also seen a 27 percent growth in social amplification, the sum of shares and retweets on Twitter and Facebook. Social amplification shows what content is resonating with your social audience. In this presentation, Shareablee's Senior Director of Enterprise Sales, Andrew Katz, will reveal research about what makes content sharable — and how brands can take these insights in order to create and activate audiences around the right content. 

Andrew Katz (@KatzAndrewS)

Senior Director of Enterprise Sales Shareablee

BEYOND THE LIKE: CREATING SOCIAL MEDIA EXPERIENCES TO STAND OUT FROM THE CROWD*^

Social media marketing has matured. Creating great content and building relationships with consumers online is as important as ever, but it's no longer novel to be on social platforms. It takes more to break through and get noticed by your audience in an effort to compete for their attention and build those valuable relationships. In this session, discover ways to evolve your thinking about social media platforms to keep making those connections in new and inventive ways. Learn what role relationship building plays in your social strategy, how to change your thinking to go beyond standard content and hear examples of using social platforms in innovative ways.

Ben Blakesley (@benunh)

Senior Manager, Global Social Media Reebok

PROTECTING YOUR BRAND IN THE DIGITAL SUPPLY CHAIN*^

Trustworthy Accountability Group (TAG) is a first-of-its-kind cross-industry accountability program to fight criminal activity in the digital ad industry, while continuing to enable innovation. A joint marketing-media industry program, TAG was created with a focus on four core areas: eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported internet piracy to promote brand integrity, and promoting brand safety through greater transparency. TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain. This session will provide an overview and mission of the Trustworthy Accountability Group (TAG) along with plans and next steps.

Mike Zaneis

Executive of Public Policy; Chief Executive Officer Interactive Advertising Bureau; Trustworthy Accountability Group

ARBY’S RESTAURANT GROUP: DIGITAL AS PERSONALITY^

Digital has created countless opportunities for brands, but in ticking off the advantages that it affords, we can't overlook what it does to enhance their personalities. For Arby’s, that personality is all about fun. The brand continues to capitalize on the widely buzzed-about decision to purchase the infamous hat R&B singer Pharrell wore while performing at last year’s Grammy Awards, as well as the story behind how the company came to embrace Jon Stewart's Arby's jokes. Hear from the top leaders driving digital and social at Arby’s and how their strategy has made them a top QSR brand. 

Jeff Baker

Vice President, Brand Experience Arby's Restaurant Group

BOT FRAUD UPDATE*^

In December 2014, ANA and White Ops released the results of the largest baseline study of its kind. The 60-day study of bot fraud found that video inventory averaged 23 percent bot traffic and display inventory averaged 11 percent bot traffic. There were 36 ANA member companies who participated in this initiative. In this session, White Ops will share the latest update on bot fraud along with actionable learnings and insights.

Michael Tiffany

Chief Executive Officer White Ops