2017 ANA Digital & Social Media Conference Presented by Meredith

DIAGEO: HARNESSING THE POWER OF VR AND TECH TO TAKE BRANDS TO CONSUMERS IN NEW WAYS

Diageo is the world’s leading owner and marketer of Spirits Brands, with a portfolio that includes Johnnie Walker, Smirnoff, Captain Morgan, Baileys, Tanqueray, Ketel One, Crown Royal and Cîroc. Diageo has long been a company known for marketing famous brands with innovative and sometimes provocative advertising and communications and Diageo’s digital communications strategy is continuing this tradition of inventiveness. Among the successful brand experiments at Diageo in North America is a powerful piece of virtual reality advertising with a social responsibility purpose, which is helping keep the company in the forefront of reaching consumers with cutting-edge uses of tech-powered media and creative approaches.

Jason Chebib

Vice President, Consumer Planning Diageo North America

SOUTHWEST AIRLINES + ROCKFISH DIGITAL: DIGITAL INNOVATION DRIVES THE CUSTOMER EXPERIENCE

Marketers are highly aware of the changes that are occurring in this post-marketing world. The omnichannel customer experience and how digital innovation can be used to drive that experience have become critical components in the success that marketers are tasked with driving each and every day. Southwest Airlines has long understood how to delight customers and is known for its fastidious focus on the flying experience. Southwest Airlines is now employing the principles of digital innovation to evolve its exceptional culture and support of broad-based business goals across the entire enterprise. In this session, Heather Figallo, Senior Director, Innovation & Labs at Southwest Airlines and Tim Rumpler, Executive Vice President at Rockfish Digital will share how digital innovation is reshaping the Southwest Airlines business and contributing to a customer experience-centric future.

Heather Figallo

Senior Director, Innovation & Labs Southwest Airlines

PROGRAMMATIC – SEEING THROUGH THE FINANCIAL FOG

With the rapid adoption of programmatic media, the supply chain has quickly become complicated — regarding agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, and publishers. To many, the result is a financial “fog.” ANA, the Association of Canadian Advertisers, AD/FIN Solutions, and Ebiquity PLC commissioned a study to investigate the costs and economics of the programmatic ecosystem and to explore the lack of transactional transparency in many programmatic buys.  This was reported by multiple advertisers and highlighted in last year’s K2 Intelligence study on media transparency in the U.S. advertising industry.  In this session, we will reveal key findings from this programmatic study and provide action steps for marketers.

Andrew Altersohn

Chief Executive Officer AD/FIN Solutions

TRANSPARENCY: BRIDGING THE GAP IN MOBILE

According to eMarketer, more than 80% of internet users will use a mobile phone to regularly access the internet in 2017, which speaks to the projected 58 billion dollars in mobile ad spend this year. Stakes are high, and advertisers are demanding transparency in mobile measurement while publishers face obstacles that prevent them from delivering. So, how can advertisers effectively leverage mobile advertising? How is the industry working together to provide transparency? Get the inside scoop from David Marquard, VP of Publisher and Analytic Products at Integral Ad Science, to learn how the industry is bridging the transparency gap in mobile.

David Marquard

VP of Publisher and Analytic Products Integral Ad Science

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

EFFECTIVELY MANAGING THE MARTECH/ADTECH WORLD TO DRIVE BUSINESS

Facilitator: Michael Donnelly

Senior Vice President, Group Head, Global Digital Marketing Mastercard Worldwide

MEDIA MEASUREMENT & ATTRIBUTION

Facilitator: Brad Feinberg

Senior Director of Media & Consumer Connections MillerCoors

CONTENT MARKETING BEST PRACTICES & MEASURING ROI

Facilitator: Doug Busk (@dbusk)

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

INFLUENCER MARKETING BEST PRACTICES & POTENTIAL RISKS

Facilitator: Michael Kelly

Senior Manager, Social Media & Influencer Programs Plantronics

MEASUREMENT BEST PRACTICES FOR THE MODERN MEDIA SUPPLY CHAIN

Facilitator: Steven Wastie

CMO Origami Logic

BREAKFAST SPEAKER: THE 2017 MEASUREMENT AGENDA: SHEDDING LIGHT ON THE MURKY MEDIA SUPPLY CHAIN

Brands are investing more than ever in digital channels but getting less on a per dollar basis than expected. The digital media supply chain is awash in metric miscalculations and missing data, making it difficult for marketers to manage their spend, agencies, and campaigns much less drive campaign effectiveness. Hear the results of a recent survey of Fortune 500 brands to learn how marketers are taking control of their media supply chain. You’ll walk away with practical tips about how modern measurement and performance data can ensure that your in-house marketers, agencies, and publishers are working together toward common goals.

Steven Wastie

CMO Origami Logic

WELCOME REMARKS

Keith Sedlak

Executive Director MXM

OPENING REMARKS

Bob Liodice

CEO ANA

MARRIOTT WINS NEXT GENERATION TRAVELERS WITH NEW TECHNOLOGIES AND CONTENT MARKETING

Today’s trends, influenced by the millennial mindset, point to experience-seeking over material items. Marriott International’s Vice President, Buzz Marketing & Partnerships, Global Marketing will discuss how the company is tapping into this cultural trend, and leveraging data, smart technologies, and creative content, to attract and engage next generation travelers. Discover how Marriott is disrupting the industry through always-on marketing, award-winning loyalty programs and innovative partnerships to create personalized, frictionless travel for millions of guests around the world.  

Jennifer Utz Ilecki

Vice President, Buzz Marketing & Partnerships, Global Marketing Marriott International

LANE BRYANT: PLUS IS EQUAL - HOW BODY EQUALITY BECAME A NATIONAL CONVERSATION

In the past decade, the term "fat shaming" has become part of our vocabulary and our culture. For many, it's the last acceptable form of bias. So in 2015, one retailer stepped up to change the conversation, champion plus size women and show them as they see themselves – beautiful, sexy and proud. Lane Bryant literally took them "out of the closet," gave them a platform that framed their conversation, changed media and fashion category norms, challenged misperceptions around body image and confronted this issue with one of the most progressive marketing efforts to date. Learn how Lane Bryant is combining the power of digital, social and traditional media channels to shift the conversation and make an impact beyond the bottom line.

Brian Beitler (@BrianBeitler)

Executive Vice President and Chief Marketing Officer Lane Bryant, Inc.

KELLOGG'S: DATA-DRIVEN CONSUMER ENGAGEMENT IN A DIGITAL WORLD

In a digital world that is constantly evolving, data, measurement, and customer experience are paramount. For Kellogg's, an integrated experience utilizing consume data to engage in across an ever increasing number of channels is the vision. Discover how Kellogg's is leveraging innovative analytics methods and tools to drive innovative creative, media, and technology-driven marketing. Also learn how they leverage the support of internal business leaders and they train the talent of their internal team and external partners to be a "data first" organization.

DeLu Jackson

VP, Digital Acceleration Kellogg's

NORDSTROM: OMNI-CHANNEL AUDIENCE DRIVEN MARKETING APPROACH FOR 116- YEAR OLD RETAILER

Thanks to early investments in digital and a focus on the millennial audience, Nordstrom continues to grow as a brand by prioritizing marketing spend through limited distribution brands, a best-in-class human service experience, and a seamless digital plus physical experience that focuses heavily on mobile, customer service, and e-commerce. In this session, learn from the Head of Digital, Customer Acquisition and Media on how Nordstrom fully leads with digital across consumer touch points and marketing channels that work across the funnel from awareness and engagement to response and conversion.

Brian Hovis (@brianhovis)

Head of Customer Acquisition, Media and Digital Nordstrom

Data-Powered Partnerships: How Data Can Shape Media, Content and Product Strategies

Billions of dollars have shifted into data-driven marketing and native content, but the industry has largely leveraged both tactics in very different ways: data for efficient audience reach and scale, and native content for building awareness and more emotive storytelling.  Large publishers have now built the infrastructure needed to harness their first-party data to understand their audiences more granularly, and brands like Conagra and Reynolds Consumer Products are leveraging this data to help understand their own target audiences.  In this panel, Meredith, Conagra and Reynolds Consumer Products will share insights from their cross-platform partnership, in which data is helping shape not just media strategy, but content and product strategy as well.

Moderator:

HOW MATTEL BUILDS BRANDS FOR THE YOUTUBE GENERATION

For more than 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that "You Can Be Anything." In this session, the head of their newly created content studio will share how they bring this vision for Barbie and other Mattel brands to life through rich content experiences.  This session will unveil the operational model for their studio with their in-house team and agency partners, how they have changed their creative approach to coalesce advertising and branded entertainment, and how they have created a consolidated network of studio participants that delivers specialization and efficiencies across their entire brand portfolio. 

Catherine Balsam-Schwaber

Chief Content Officer Mattel, Inc.

COCA-COLA JOURNEY: BRAND JOURNALISM THAT BUILDS THE BUSINESS

For The Coca-Cola Company, brand journalism has been the key to building meaningful relationships with stakeholders including associates, partners, fans and critics alike. The Global Group Director of Digital Communications & Social Media for the Coca-Cola Company will share how the Coca-Cola Journey platform drives brand and business, how the content marketing innovation fits into Coca-Cola's digital and social strategy, how teams are structured and empowered, and how social media innovations can amplify content marketing platforms.

Doug Busk (@dbusk)
Global Group Director – Digital Communications & Social Media
The Coca-Cola Company
ANA Digital & Social Committee Chair, Southeast Chapter

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THE HALO EFFECT OF INNOVATION

It's 2017: Social is no longer new, mobile arrived a long time ago. What dragons do marketers still need to slay on these tried and tested platforms, and what challenges will new platforms and technologies present? Jory Des Jardins touches on how some of the more established innovations, such as programmatic and influencer marketing, have evolved. And she provides an overview on where some of the shiny new tech — AR/VR, bots/messaging, AI, and IoT — stands as it relates to brand integrations.

Jory Des Jardins (@JoryDJ)

Digital Media and Marketing Consultant Co-Founder BlogHer

MEMBERS-ONLY DEEP DIVE (ANA CORPORATE MEMBERS ONLY)

ANA Members are invited to join us following the final general session to participate in an ANA Members Only Deep Dive, led by Doug Busk Global Group Director – Digital Communications & Social Media at The Coca-Cola Company. In this session, we will dive deep into key industry topics such as:
• Content marketing
• Programmatic
• Social media
• Data and attribution

ANA members will have the opportunity to share insights and challenges in key areas, learn from their marketing peers, and engage in rich conversations on these key "hot" topics marketers are facing today.

Moderated by:

Doug Busk (@dbusk)
Global Group Director – Digital Communications & Social Media
The Coca-Cola Company
ANA Digital & Social Committee Chair, Southeast Chapter

BRANDED CONTENT AND BRAND LIFT?

“Branded content” and “native advertising” have grown significantly in the digital world, yet measurement remains problematic. Too many marketers are still wondering what role digital branded content plays in building brands. Ipsos will share new primary research to help answer this question — looking at both content formats (e.g., article, video, image, and infographic) as well as content types (e.g., sponsored editorials, brand features, custom content, and partner content.)

Dave Smith

Senior Vice President, Head of Digital U.S. Connect Ipsos Connect, U.S.

JET.COM: BUILDING A DIGITAL-FIRST ORGANIZATION

Jet.com is building their brand around the promise of making shopping fun through a gamified process that aims to shake up the way people shop for everything online: from household products to books, music, appliances, electronics and groceries. Discover how Jet.com is differentiating from the competition by helping consumers connect with the brand on an emotional level.

Liza Landsman

President Jet.com

CHATBOTS, ROBOTS, AI, ML: WHAT HAPPENS WHEN YOUR BRAND ACTUALLY BECOMES A HUMAN?

As we move into a world enriched by AI, ML, AR, and auditory learning, our brands start to become human. In developing a brand identity, we are no are longer just focused on colors, logos, mission statements, and taglines. We are now pushed to humanize our brand in a different way, giving it personality, a voice, a heartbeat, and ultimately, a human connection to the audience. In this session, the Chief Marketing Officer of Intuit will discuss how Intuit is stay ahead of the curve in the digital space and what marketers need to think about and explore in the digital age of brand building.

Lucas Watson

Chief Marketing Officer Intuit, Inc.

KIA: DIGITAL TRANSFORMATION THROUGH AUGMENTED REALITY AND INFLUENCER MARKETING

Kia Motors started its journey in 1994 with two vehicles and a reputation graciously described as "a used car alternative." Kia now offers a full portfolio of distinct models, and has sold more than 6.3 million vehicles since that humble beginning. Since the launch of the Kia Soul in 2009, the company has experienced a 129 percent increase in sales and has doubled the number of millennial buyers (digital natives). In this session, hear their digital story rooted in how they are connecting with the digital generation and tapping into augmented reality, influencers and utilizing content marketing to drive engagement and relevance.

Eugene A. Santos

Sr. Manager, Digital and Social Media Marketing Kia Motors America

1/2 PART MARKETING MAGIC, 1/2 PART MATH: THE CONTENT MARKETING RECIPE FOR GLOBAL BRANDS

Mountain Dew, one of PepsiCo's 22 billion dollar brands, has curated a revolutionary Global Content Strategy to help navigate the complex world of content marketing. By combining "marketing magic" with data analysis and optimization frameworks, Mountain Dew is bridging the gap between consumers, content marketing, and results, that's proven to be a recipe for success. In this session the presenter will share Mountain Dew's "Glocal" approach for content and how to utilize this strategy to grow global brand equity in a truly authentic way.

Manos Spanos

Senior Director, Brand Marketing Mountain Dew