2013 ANA Real-Time Marketing Conference presented by Starcom

REAL-TIME BY DESIGN

Starcom MediaVest Group’s brand experience consulting group, Zero Dot, is using its forward-thinking philosophy to redefine brand experiences. The age of retrofitting creative after the fact is now antiquated and brands need to be thinking about social, mobile and real-time all the time — whether planning a 365 content calendar, building assets intended to be iterated upon or generating ideas that fuel real-time personal networks. Hear Zero Dot's real-time philosophy and examples of this in action from work with Procter & Gamble, Beam and Kraft.

Jonathan Hoffman

President, Experience Design Starcom MediaVest Group

CAPITAL ONE CAPITALIZES ON REAL-TIME MARKETING THROUGH CELEBRITIES, EVENTS, & SOCIAL NEWSROOMS

Real-Time Marketing is a huge part of Capital One’s DNA. In this session, Capital One will share how they have championed real-time marketing strategies, specifically during large sports events like March Madness. In utilizing Real-Time Marketing techniques and best practices through promoted celebrity tweets, a robust social command center, and a huge presence on Pinterest, learn how they’ve been able to drive business results, brand loyalty, and advocacy.

Patrick McLean

Vice President, Digital Brand Strategy Capital One

NESTLE PURINA’S APPROACH TO REAL-TIME CUSTOMER SERVICE AND CONTENT MARKETING

In 2013, Nestle Purina embarked on a journey to transform the way they interacted with pets and their owners. Going way above and beyond traditional customer service-driven “social media listening and response” exercises, Purina built a dedicated real-time content studio to proactively provide help to pet owners via thousands of pieces of expert, personalized content — at the times when they needed it most. Discover Purina's revolutionary approach to real-time social media-driven consumer care and content marketing and their key lessons learned to apply to your own brands.

Michael Kotick

Senior Brand Manager Purina

Welcome

Art Muldoon

Co-Founder and CEO Accordant Media

Opening Remarks

Lisa Donohue

Chief Executive Officer Starcom USA

KRAFT FOODS GROUP AND STARCOM USA: DESIGNING AGILE BRAND EXPERIENCES

Agile marketing is more than simply acting in the moment; it is about using real-time information to discover richer insights into consumer behavior and to power relevant adaptive experiences. By harnessing real-time data, companies like Kraft are responding to consumer interest in the moment allowing them to increase relevancy and response. 

Kraft Foods Group and Starcom will discuss how they deploy agile marketing as a regular business practice across many brands. Learn how they work together to leverage the unique opportunities agile marketing offers and design brand experiences that create impact and grow brand business.

Lisa Donohue

Chief Executive Officer Starcom USA

HASBRO: BRAND RELEVANCE IN “RIGHT NOW” MOMENTS

By the time you talk about the idea, get it approved, design a concept or get it executed, most of the time that relevancy would have already expired. At that point your program, brand and reputation will be viewed as "too late" or "missed the boat." We live in a "right now" moment. Moments that require immediate feedback with quantifiable scale. Otherwise we lose the cultural cache of being in the know and a value provider to the consumer. Discover how Hasbro leverages “right now” moments by managing their digital channels like a 24 hour news organization.

Victor Lee

Vice President, Global Digital Marketing Hasbro

ANHEUSER-BUSCH INBEV DRIVES ROI THROUGH REAL-TIME CONTENT AND SOCIAL

Beer, the original real-time social network, has been bringing people together for thousands of years. Anheuser-Busch InBev is creating conversations with consumers about the things that matter to them: great beer, good times and friends new and old. Anheuser-Busch InBev keeps the conversation fresh with real-time stories through their company’s content factory. Discover how Anheuser-Busch InBev uses leverages content, social and real-time targeted ads to drive business ROI.

Lucas Herscovici

Vice President, Digital Marketing for North America Anheuser-Busch InBev

COCA-COLA DRIVES REAL-TIME MARKETING THROUGH CONTENT, NEWS, AND SOCIAL EXPERIMENTATION

Coca-Cola believes in creating ideas so contagious they can't be controlled.  They have taken this approach and brilliantly utilized consumer insights to personalize their messaging and drive action. Learn how Coca-Cola continually innovates in real-time marketing and technology through crowd sourcing, content curation, and consumer delight.

Douglas Busk

Director, Connections Innovation The Coca-Cola Company

MASTERCARD’S “CONVERSATION SUITE” CENTRALIZES REAL-TIME SOCIAL CONVERSATIONS

MasterCard Worldwide recently launched their “conversation suite,” a social command center designed to listen to what key stakeholders are saying about the brand. MasterCard’s “conversation suite,” based at their headquarters in Purchase, New York, provides the ability to centralize and monitor social conversations throughout the globe. Learn how MasterCard is leveraging their “conversation suite” to collect, analyze, and act on relevant real-time social conversations to transform the way MasterCard does business.

Marcy Cohen

Vice President, Social Media and Influencer Engagement MasterCard Worldwide

THE STATE OF REAL-TIME MARKETING – BLURRING LINES WITH SOCIAL, TV, DATA AND ADVERTISING

In this illuminating session, eMarketer will examine the big-picture challenges with real-time marketing, revealing what this trend means — and doesn't mean — as it changes the creative process, social media strategy, television advertising and more. Based on eMarketer's analysis of hundreds of research studies, you'll receive key takeaways about how the intersection of social media, big data and mobile devices has driven fundamental changes in consumer behavior and opened up new avenues for brands to engage with consumers in real time. You will also gain a better understanding of what marketers are doing to overcome the organizational challenges associated with deploying advertising more rapidly and how they are using real-time marketing to reach social media, mobile and TV viewers.

Debra Aho Williamson

Principal Analyst, Social Media eMarketer

MINI MOTORS INCITES PASSION WITH REAL-TIME CONTENT MARKETING

MINI is a brand with a cheeky personality and powerful image. MINI’s marketing must fight above its weight class to break through against larger competitors. Learn how MINI’s content strategy, termed “MINI as MEDIA,” continuously connects in unique ways with passionate MINI Owners (some of whom call themselves “MINIacs”) and invites new prospects to the MINI party. In Real-Time.

Lee Nadler

Marketing Communications Manager MINI USA