2015 ANA Digital & Social Media Conference presented by Meredith

ZIPLOC AND PINTEREST: OPENING UP A BAG OF OPPORTUNITY

As a pioneer partner and advertiser on Pinterest, Ziploc has taken advantage of Pinterest's best practices to drive engagement — both on and off the platform. Learn how Ziploc iterates on its campaigns and incorporates Pins across channels.

Adam Beane

Brand Manager, Global Home Storage S.C. Johnson & Son, Inc.

OPENING REMARKS

Max Kalehoff
Chief Marketing Officer
SocialCode

Featuring a special performance by IN-Q
A National Poetry Slam Champion and multi-platinum winning songwriter, who has sold-out the largest one-man poetry show in Los Angeles history.

VISA MEASURES THE MARKETING SIGNALS THAT MATTER

In order to cut through all of the noise of competitive campaigns in the e-commerce payment market, Visa follows a different approach to measure and take action on the marketing signals that matter. Learn how Visa is teaming with Origami Logic to optimize every dollar invested in the Visa Checkout launch and rollout and how they measure marketing signals from every ad, creative, post, keyword, video, email, website visit and more across every marketing channel for this campaign. You will also hear how Visa converts millions of daily marketing signals into actionable insights which empowers them to make campaign adjustments every day.

Jessica Williams

Global Innovation Marketing & Analytics Leader Visa

Welcome

Marc Rothschild

Senior Vice President Meredith Digital

OPENING REMARKS

Bob Liodice

President and Chief Executive Officer ANA

JOHNSON & JOHNSON: RELENTLESSLY RELEVANT

Vineet Mehra, President -  Global Marketing Services, J&J Consumer Companies, will share how J&J’s iconic brands are building deep connections among digitally-connected, “always on” consumers with a transformative approach that is social at the core.  

Vineet Mehra (@JNJNews)

President - Global Marketing Services J&J Consumer Group of Companies

GENERAL ELECTRIC: DRIVING COMMERCIAL SUCCESS/ROI

Andrew Markowitz led General Electric’s global digital center of excellence for 5 years and is now leading the newly formed Performance Marketing Labs for his organization. The focus of the GE Performance Marketing Labs is to identify new ways to make it easier for GE Customers to buy or for GE Sales teams to sell products. In this session, Andrew Markowitz will share GE’s approach to Marketing Accountability driven by the work his company is doing with their businesses to drive commercial success/ROI.

Andrew Markowitz (@AndyMarkowitz)

General Manager, Performance Marketing Labs General Electric Company

MONDELEZ INTERNATIONAL: LEVERAGING E-COMMERCE THROUGH DIGITAL MEDIA

Cindy Chen has over 15 years in business/brand leadership at top marketers including General Mills, Reckitt Benckiser, and Kraft Foods (now Mondelēz International). Cindy also pioneered real-time marketing with the famous Oreo "Daily Twist" campaign and Oreo Super Bowl "Blackout" tweet and was recognized as "2013 Brand Innovator of the Year." In 2015, Cindy became the global head of e-commerce at Mondelēz International which is the first time in history that a Consumer Packaged Foods Company (CPG) has placed both e-commerce and media responsibilities under the same group. In this session, Cindy will share the evolution of e-commerce at Mondelēz International and her company’s commitment to making sure every piece of digital media they buy drives to a direct sale. You will also hear the opportunities and challenges of driving e-commerce for brands mainly sold on impulse at nontraditional outlets.

Cindy Chen (@TheCindyChen)

Global Head of E-Commerce Mondelēz International

THE COCA-COLA COMPANY’S SUCCESSFUL CONTENT JOURNEY

Content marketing and authenticity have always been at the core of how The Coca-Cola Co. has connected with consumers, business partners, and the media. In 2012, The Coca-Cola Co. launched Journey — a dynamic communications platform featuring a strategically curated mix of branded and unbranded articles as well as multimedia content. Journey has since evolved into one of The Coca-Cola Co.’s most powerful tools of connection — bringing authenticity and transparency to its audiences to entertain, inform and most importantly change minds.  Learn how The Coca-Cola Co. places storytelling at the core of its marketing strategy to engage consumers, spur conversation, and ultimately drive sales.

Douglas Busk (@dbusk)

Global Group Director – Digital Communications & Social Media The Coca-Cola Company

Making Measurable Shoppable Moments with Mobile

Today 64 percent of U.S. adults own smartphones and more than half are using them while shopping. The ability to reach these hyper-connected shoppers as they make retailer decisions and navigate store aisles is providing brands unprecedented opportunities to influence purchase behaviors at the exact time of need. However, this explosion of always-connected access also means consumers are flooded with more information, more choices and more control than ever before. Learn from an expert panel as they explore how consumers are using connected devices to drive in-store purchases.  You will also hear how brands can take meaningful and measurable shoppable moments that create real-time, highly-contextual mobile experiences. 

Moderator:

NISSAN’S JOURNEY AS A DIGITAL-FIRST BRAND

Nissan knows that digital marketing is critical for brand-building and direct-response marketing as most of the car-buying experience now begins online.  Nissan North America was the first automotive brand to have a presence on Vine, Instagram, and Google+ and the company is constantly innovating with social and mobile platforms to drive relevance and connection and to create reach and buzz.  In this session, discover Nissan’s journey to becoming a digital-first brand.

Scot Cottick (@NissanUSA)

Senior Manager, Social Media Marketing Nissan North America, Inc.

MAXIMIZING THE PROMISE OF DIGITAL MEDIA

Founded in 1996, the Interactive Advertising Bureau (IAB) is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising.  In this session, Randall Rothenberg, President and Chief Executive Officer of the IAB will provide his perspective on the digital media supply chain and steps that buyers and sellers need to take in order to maximize the promise of digital media.

Randall Rothenberg (@r2rothenberg)

President and Chief Executive Officer Interactive Advertising Bureau

NESTLE ADOPTS A DIGITAL-FIRST MANTRA THROUGH MARKETING INNOVATION

Nestle employees 333,000 people globally and they are constantly changing from the inside-out to embrace new approaches to digital marketing.  In this session, discover how Nestle is working together with their esteemed agency partner, 360i, to drive a global organization to adopt a digital-first mantra in creating creative, nimble, and innovative digital marketing for a company that has been held back by size, scale and geographic reach. They will share examples of how the world’s largest CPG brand is anticipating the future by challenging the status quo and using strategic planning and digital acumen to stay ahead.

Chris Padgett (@NestleUSA)

Vice President, Marketing - Head of Digital Nestle, USA

Case Study: How Whirlpool Taps into People-Powered Marketing

How does a 100-year-old brand humanize itself in the eyes of a new generation of consumers? For it's largest advertising effort to date, Whirlpool Corporation shifted away from traditional product-based messaging toward an new approach that elevated the ways in which real people experience Whirlpool in their everyday lives. The brand used Crowdtap's member network and technology platform to surface user-generated content in social media and then amplified those stories across earned, owned and paid channels. In this session, you'll learn why Whirlpool made the move to put real people at the heart of the campaign, how the effort was executed across digital and traditional channels, and how Crowdtap's People-Powered Marketing Platform served as the engine for inspiring compelling consumer stories. Attendees will leave the session with actionable best practices for consumer-centric marketing programs that help brands transform their messaging from functional to emotional.

Mark Book

VP, Director of Social Content DigitasLBi

Continuous AM Coffee Break sponsored by Pinterest

KING’S HAWAIIAN: MAXIMIZING MEDIA SPEND THROUGH SOCIAL AND CONTENT PARTNERSHIPS

The King’s Hawaiian brand was born in the 1950's in Hilo, Hawaii where founder Robert Taira opened his first bakeshop and created the first-ever Original Recipe King's Hawaiian Sweet Bread. Today, King’s Hawaiian remains family owned and is now a national brand with products available in grocery stores across the United States.  King’s Hawaiian has successfully built their brand with limited media budgets through their innovative approach to social media, customer care, content integrations, and partnerships with key influencers. Discover how King’s Hawaiian leverages social media and content through paid, earned, and owned channels.

Erick Dickens (@ErickDickens)

Vice President, Marketing King’s Hawaiian

TRAVELERS: TRUE STORIES CULTIVATING A DATA-DRIVEN B2B CONTENT MARKETING CULTURE

Earning prospect/customer attention via genuinely valuable content seems to be the only way to connect with attention-challenged buyers. But what are the challenges of putting content at the center of a marketing function? What does it mean to introduce an editorial culture inside an underwriting, marketing and sales-driven culture? And how do we use data-driven insights every day to strengthen the performance and accountability of that content? In this session, Travelers will share their company’s operational model for a content-driven marketing function as well as stories of how it’s worked for one brand.

John H. Bell (@jbell99)

VP, Enterprise Digital Marketing Travelers

MASTERCARD INNOVATES WITH A WINNING MOBILE STRATEGY

At MasterCard, Adam Broitman oversees social, mobile, search, content and other digital channels across MasterCard’s various regions around the world. In this session, discover MasterCard’s five-tier approach to mobile along with groundbreaking success stories. You will also hear MasterCard’s results from the SMoX Study (Cross Marketing Effectiveness), groundbreaking research conducted by the Mobile Marketing Association (MMA), which provides brand marketers empirical evidence on the impact of mobile in the marketing mix

Adam Broitman (@AdamBroitman)

Vice President and Senior Business Leader, Global Digital Marketing MasterCard

SONY PICTURES TELEVISION’S APPROACH TO DIGITAL & SOCIAL

Sony Pictures Television CMO Sheraton Kalouria joins millennial expert Scott Hess to discuss real-world examples of how digital and social channels have helped to launch, drive ratings for, and sustain engagement with some of Sony’s most popular and buzzed-about series. Sheraton will recount the motivations behind and the results from digital and social media activations in support of COMMUNITY, BREAKING BAD, SEINFELD, OUTLANDER and THE DR. OZ SHOW, among others.

Sheraton Kalouria (@Kalouria)

Executive Vice President, Chief Marketing Officer Sony Pictures Television