2018 ANA Digital & Social Media Conference Presented by Meredith

CREATING #CUPFUSION: LESSONS IN UNCONVENTIONAL INNOVATION FROM REESE’S PEANUT BUTTER CUPS

Reese’s Pieces Peanut Butter Cup is the poster child of innovation. From invention on a train ride home to an agile, real-time, launch, the Reese’s brand re-wrote the book on innovation possibilities. Capitalizing on an ‘equity explosion’ that created ‘#Cupfusion’ the brand’s non-traditional, unconventional launch approach led to quadrupling sales expectations in the first year and changing their go-to-market approach for upcoming innovations. In this session, the brand will take you on the journey of the Reese’s Pieces Peanut Butter Cup innovation and how smart risk taking, agile social listening and knowing your consumer can deliver one of the most unconventional, successful and cost-efficient product launches in Hershey history.

Ryan Riess

Director, Content Strategy for Social and Earned Media Reese’s Brand, The Hershey Company

THE ROOM WHERE IT HAPPENS: WENDY'S COMMUNITY MANAGEMENT

Ever wondered what goes on behind the scenes of the brand with the most retweeted tweet in history (#NuggsForCarter) and some of the best and most memorable social burns out there? Join Wendy’s agency partners at VML to learn what goes on behind the scenes of creating truly entertaining social content. Since VML and Wendy’s partnered six years ago, the Wendy’s Twitter account has organically gained over a million new users and the brand’s barbs are often the talk of late-night TV hosts and morning shows, alike.

Christina Miller (@cmariem08)

Associate Channel Director, Social Strategy VML

LUFTHANSA CREW STORIES ON SNAPCHAT

Lufthansa is one of the world’s largest airlines and Europe’s only 5-Star carrier. The airline has recently been named Europe’s most innovative airline and in this session, Daniel Abt, Marketing Manager - The Americas, will share how Lufthansa uses Snapchat as a marketing, branding and recruiting tool with its one-of-a-kind Crew Stories. Learn what it took to implement the initiative and what the team has learned from this innovative approach to consumer and employee engagement.

Daniel Abt

Marketing Manager, The Americas Lufthansa

WHY DOES BRAND SAFETY MATTER?

Risk means different things to different brands, and while the idea of mitigating risk isn't new, the challenge is certainly more urgent today than yesterday. Nearly 1 in 10 impressions is surrounded by unsafe or inappropriate content that can damage brand equity, and as a result, brands' willingness to advertise online. One bad placement can create crisis communication issues and extensively damage relationships with consumers. Join IAS to hear about how to best protect your brand in today's climate. 

Tom Williams

VP, Client Growth Integral Ad Science

A special performance by Loote, provided by Westwood One, a division of CUMULUS MEDIA. Loote is an American pop duo based in New York City consisting of Jackson Foote and Emma Lov Block. They released their debut single "High Without Your Love" in May 2017 through Island Records.

Loote

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:

MEASURING WALLED GARDENS: TRANSPARENCY + PRIVACY
Facilitator: Victor Wong
CEO
Thunder Experience Cloud

EFFECTIVELY MANAGING THE MARTECH/ADTECH WORLD TO DRIVE BUSINESS
Facilitator: Michael Donnelly
Senior Vice President, Digital Experiences Group
Mastercard

PROGRAMMATIC MEDIA & THE DIGITAL SUPPLY CHAIN
Facilitator: Ben Jankowski 
Senior Vice President, Global Media
Mastercard

INFLUENCER MARKETING BEST PRACTICES & POTENTIAL RISKS

Facilitator: Brandon Mikkelsen
Social Media Marketing Manager
Yamaha

BREAKFAST SPEAKER: WHAT 82 CMOs DEFINE AS A BAD AD

Marc Pritchard sounded the industry alarm in 2017 saying, "It is time for marketers and tech companies to solve the problem of annoying ads and make the ad experience better for consumers." Now in 2018, the CMO Club with Thunder Experience Cloud interviewed and surveyed 82 CMOs to find out what they think is the problem behind bad ads and how to solve it. Hear what marketing leaders across global and national brands have to say about the state of digital ads and the future with people-based marketing.

Victor Wong

CEO Thunder Experience Cloud

WELCOME

Marla Newman

SVP of Digital Sales Meredith Corporation

OPENING REMARKS

Bob Liodice

CEO ANA

THE EMERGING TRENDS THAT WILL ROCK YOUR WORLD!

Just when you think you’ve got Social, Mobile and Video all figured out, along come new emerging trends that will demand your attention, understanding and investment. In this data-infused, eye-opening session, eMarketer will paint a vivid picture of where marketing is headed over the next 12 – 18 months, including:

• How the proliferation of AI (artificial intelligence) and machine learning will power, speed up and personalize every aspect of marketing, from search and lead generation to CRM and marketing attribution;
• How voice-recognition technologies like Alexa, Google Home and Siri will transform the consumer search and shopping experience – and what that means for brands now and in the future;
• Where the colliding worlds of linear television, digital video, connected TVs and OTT will meet up, and what will be the implications for marketers;
• Why AR and VR are gradually moving from the experimental to the mainstream stage with marketers across every industry.

Geoff Ramsey (@eMarketer)

Chief Content Officer, Co-founder eMarketer

UNDER ARMOUR: DATA-DRIVEN CONNECTED DEVICES AND APPAREL TO CONNECT WITH MILLENNIALS AND GEN-Z

Under Armour’s deep insights into the hearts and minds of millennials and gen Z audiences and their relationship to technology, gaming, digital platforms, and more is the brilliance behind strategy for their new UA HOVR Phantom and Sonic sneakers, which have an embedded chip that tracks data like time, distance, cadence, and speed. This data feeds into Under Armour’s apps MyFitnessPal and MapMyFitness and also connect to gaming spaces where these consumers are. In this session, hear how an apparel company has transformed the use of technology, data, mobile, and gaming for millennials and gen Z audiences and how they continue to deliver compelling digital stories, experiences and encounters that drive deep brand engagement and revenue.

Michael LaGuardia

Senior Vice President, Digital Under Armour

13 WAYS WE ARE ALREADY BEING AFFECTED BY ARTIFICIAL INTELLIGENCE

IBM is in the midst of massive digital transformation through the use of integrated technology, digital, and data to harness the power of creativity.   In this session, hear from one of IBM’s digital transformation leaders on how AI is being used in the world today and what it will mean in the future. 

Jordan Bitterman (@jordanbitterman)

Vice President, Strategy & Sales - Watson & Cloud IBM

CHURCH’S LOVES, A DIGITAL STORYTELLING PLATFORM

For over 60 years, Church’s Chicken has been a positive force in the communities it serves, and recently digital and social technology is providing the brand with ways to celebrate these communities and the unique people that make them great. To address this opportunity, they’ve created several brand platforms for authentic storytelling. Developing effective content for these platforms requires a deep and empathic knowledge of the core consumer, what matters most to them and why. A critical part of this initiative is to understand which digital and social media channels will propel our message, engage our audiences and foster genuine social conversations. With this understanding we craft and share meaningful stories of sustenance beyond food; stories of progress, hope and humanity.

Laura Reese (@reesegirl86)

Senior Director, Media, Digital, and Public Relations Church’s Chicken/Texas Chicken

PERFORMANCE CREATIVE: FORESIGHTS ARE THE NEW INSIGHTS

It is no longer enough to develop and use insights based on last quarter’s data. The marketplace is moving way too quickly for that. Today, marketers and creatives must tap into “live data” to mitigate risk, uncover white space, and seize real-time opportunities. Our experts will discuss how they turn predictive analytics into actionable ideas, showing how data influences everything from marketing strategy, ideation, and creative; all the way through to production and distribution. By properly harnessing the full power of data, marketers are more effectively able to reach consumers organically across platforms with pre-vetted solutions proven to resonate.

Moderator: David Matt

Vice President, Creative + Content The Foundry @ Meredith Corporation

HILTON: BUILDING A MULTI-LEVEL GLOBAL SOCIAL MEDIA STRATEGY

As one of the largest hospitality companies in the world, Hilton’s 14 brands and more than 5,300 hotels each own their individual social media strategy. In this session, learn how Hilton’s in-house corporate Social Media Operations team ties each of these unique strategies together by developing resources for a community of internal social media channel owners to find best practices, education, and guidance. Learn how they have recently published major cross-functional social media playbooks for UGC, Influencers, Social Contests, the World Cup, and Social Crisis Communications. This session will also reveal how the team partners with internal stakeholders such as Legal and Corporate Communications to establish FTC compliant guidelines and regulatory standard operating procedures.

Megan McDonald (@meganpmcdonald)

Senior Manager, Social Media Operations Hilton

T-MOBILE: DIGITAL INNOVATION TO DRIVE GROWTH WITH MILLENNIALS

T-Mobile is all about disrupting the status quo. T-Mobile’s evolution to an “un-carrier” began with a manifesto to change the wireless industry for good by getting rid of data overages and streaming limits, as well as streamlining its plan options into one unlimited plan. With this new strategy, T-Mobile turned its focus on the millennial audience and digital natives. Through the use of cutting edge technology, T-Mobile is winning with influencers, content marketing, and digital transformation. In this session, learn how digital has enabled T-Mobile to triple its customer base from 2012 to 2017.

Michael Miller

Vice President, Creative Experience and Social Media T-Mobile

ANA CLIENT-SIDE MARKETER MEMBERS-ONLY DEEP DIVE

ANA client-side marketer members are invited to join us following the final general session to participate in an ANA Client-side Marketer Members-Only Deep Dive, led by Michael Donnelly, Senior Vice President, Digital Experiences Group at  Mastercard and the ANA Digital & Social Committee Chair. In this session, we will dive deep into key industry topics such as:

• Content marketing
• Influencer Marketing
• AI/AR/VR
• Social media
• Voice and chat bots
• Programmatic
• Data and attribution

ANA Client-side Marketer 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.

Moderator: Michael Donnelly (@MichaelDonnelly)

Senior Vice President, Operations & Technology Mastercard

HOW TO LEVERAGE BRANDED CONTENT TO DRIVE BRAND'S KPI'S

As brands invest more in branded content programs to reach & impact their audiences they are placing more attention on its effectiveness. This session will highlight the role time in view impacts Brand KPI’s. Along with a set of best practices around brand integration, device & format differences to develop stronger campaigns.

Dave Smith

SVP, Digital Ipsos Connect

MASTERCARD: EVOLVING MIX OF CREATIVITY & TECHNOLOGY

Data-driven advertising has helped Mastercard advance from story teller to story maker, a “super exciting” process and ongoing journey for their brand. Mastercard’s goal is to empower consumers by applying data to tell better stories. In this session, hear from their Group Head of Global Media on their data-driving content marketing journey and how they mix creativity and technology in efficient and innovative ways.

Ben Jankowski (#bjankow)

Senior Vice President, Global Media Mastercard

AIRBNB: GROWTH FUELED BY INNOVATIONS IN CONTENT MARKETING & INFLUENCERS

Airbnb is a marketplace to list, find, and book unique accommodations around the world for short-term. Accommodation includes apartments, villas, houses, tree houses or even castles for a different travel experience. They are innovating with dynamic content marketing and influencer programs. In this session, hear from their global connections strategy lead on how they are winning with travelers all over the world and continuing to grow rapidly year over year.

Rachael Haley (@rhaley_27)

Global Connections Strategy Lead Airbnb

HOW FRITO-LAY FINDS INSPIRATION IN THE CONSUMER: TURNING BRAND LOVE INTO BRAND GOLD

Frito-Lay is known for its ultra-creative, digital-first brand activations that unlock core brand attributes and consumers’ passion. In this session, hear how Frito-Lay listens and taps into organic consumer behavior online and offline to encourage fans to interact and engage with the brand in a fun, sharable way. 

Ryan Matiyow

Senior Director of Marketing Frito-Lay

SPARKING SUCCESS: INSIGHTS THAT WIN BIG WITH BRANDS

Keeping up with the connected consumer is challenging to both brands and agencies alike. In this session, learn best practices from Spark Foundry, who is consistently delivering wins for brands. They’ll reveal their top 5 insights on how the most successful brands are leveraging data and creating innovation at scale in this evolving digital media landscape. 

Shelby Saville

President, Digital Solutions Spark Foundry