Recap: Integrated Marketing Members-Only Conference
August 21, 2014
By Jesse Feldman, senior manager of content strategy and partnerships
Earlier this month, the ANA held a members-only conference (meaning only our client-side marketer member company employees were in attendance) at Heinz Field in Pittsburgh — known to non-sports fans like me as the place where Bane did some damage in Dark Knight Rises. The conference theme was integrated marketing, with a focus on how top marketers develop, execute, and evaluate their strategies.
H. J. Heinz Company was gracious enough to host the event and kick off (pun intended) the day with a presentation on integrated marketing and the Super Bowl. Heinz Ketchup’s 2014 Super Bowl campaign involved more than just a single ad to the masses; the brand used a 360-degree activation to drive results and lower costs per impression. If you want to feel happy and start to crave some fries, check out the corresponding Heinz Super Bowl spot.
The Martin Agency presented a history of GEICO’s integrated marketing POV and the key tactics that have propelled the car insurer to the No. 2 spot in its category. In addition to having now-iconic Cavemen and Gecko assets, GEICO developed the most popular ad of 2013 with its loud-mouthed camel in “Hump Day.” Read six lessons learned from GEICO’s work to integrate its multi-storyline campaigns across multiple channels.
…still not entirely convinced you missed out on another great ANA event? Attendees also received a private tour of the stadium.
Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, event recaps, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.
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