Integrated Marketing presented by Nielsen

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Integrated Marketing ranks as a top concern among client-side marketers. The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, providing marketers with the ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration.

Discover how top marketers such as U.S. Cellular, Hotels.com (Expedia Inc.) and CDW develop, execute, and evaluate their overall marketing communications strategy based on consumer insight. Join us at Northwestern University’s Chicago campus where The Nielsen Company will present a fun and informative day as top client-side marketers and industry experts will share best practices in Integrated Marketing. This is free to ANA members and limited to ANA members and invited guests.

Agenda


8:15am	Breakfast
9:00am	General Session
	U.S. CELLULAR: INTERNAL INTEGRATION LEADS TO A BETTER CUSTOMER EXPERIENCE Providing a superior customer service experience often begins by looking internally to ensure your employees have the necessary tools to execute your brand promise. In this presentation, U.S. Cellular will share the success of its Frontline Brand Awareness Program, an internal initiative designed to define the company's brand essence for its frontline associates. The purpose of this program is to ensure U.S. Cellular frontline associates can provide a consistent and differentiated wireless experience to customers, ultimately providing for greater integration throughout the organization. Nicole Ames Co-Founder and Principal Twist IMC Lisa Strazzante Senior Manager of Brand Development U.S. Cellular Corporation ______________________________ HOTELS.COM: INTEGRATING DIGITAL, SOCIAL, MOBILE, AND 3D AUGMENTED REALITY WITH OFFLINE CAMPAIGN Hotels.com created an integrated 360 degree marketing campaign to entertain and educate prospective travelers. Hotels.com will share how they took its award winning offline campaign and brought it to the digital world using 3D augmented reality, social media and mobile platforms. The program includes participating in a demo of Virtual Vacations from Hotels.com where you will travel to popular cities like Manhattan, San Diego, and Washington, D.C. and entering a virtual world filled with sights and sounds from the destination. In this session, you will also learn how augmented reality is an integral part of the Hotels.com marketing efforts and is used to differentiate itself from other online competitors. Vic Walia Senior Director, Brand Marketing - Hotels.com Expedia Inc. _____________________________ UNDERSTANDING THE CROSS-PLATFORM PLAYING FIELD Major events no longer take place on a single stage. Consumers are hungry for information on experiences such as the FIFA World Cup and explore every available media vehicle including television, online, mobile or social media. Understanding how to position your brand on this broader cross-platform "playing field" is critical for advertisers especially for events of this global magnitude. In this session, you will gain insights on Nielsen's overall cross-platform strategy, as well as key learnings from both ESPN and Univision on their findings from this year's World Cup. Elizabeth Ellers Executive Vice President, Corporate Research Univision Communications, Inc. Manny Palomo Director, Strategic Marketing and Communications - Latino Initiatives Best Buy Co., Inc. Howard Shimmel Senior Vice President, Product Leadership Nielsen Solutions The Nielsen Company Barbara J. Singer Vice President, Advertiser Insights and Strategy ESPN, Inc. ______________________________
12:00pm	Luncheon ______________________________
	WHY DOES IT TAKE SO LONG? After almost a year of planning, CDW is getting set to launch a new integrated branding campaign from Ogilvy & Mather Chicago that begins with a new company wide position and extends to the brand and marketplace. When it comes to engaging your internal audience as well as external marketplace, all disciplines and stake holders need to be engaged. It sounds easy. But it takes time. In this session, CDW and Ogilvy & Mather Chicago will take you inside the increasingly complex process of building your brand inside and out. Ann Batko Senior Director, Communications and Brand Management CDW Corporation Cathy Francque Senior Partner Group Account Director Ogilvy & Mather Chicago ______________________________ MANAGING INTEGRATION One of the most salient challenges in today's Integrated Marketing Communications (IMC) environment is managing the organizational issues that arise when implementing IMC initiatives. This session is designed to provide participants with a snapshot of a toolkit derived from theories, case studies, and group exercises that can be effectively deployed in planning for and responding to these issues. Dan Gruber Assistant Professor of Integrated Marketing Communications and Courtesy Professor of Management & Organizations Northwestern University's Medill School ______________________________
3:00pm	Adjournment