Content Marketing Day: Brand Management

when

Start: Tuesday, August 15, 2017 at 9:00am

End: Tuesday, August 15, 2017 at 2:30pm

WHERE

ANA Headquarters
708 Third Avenue (between 44th and 45th Streets)
33rd Floor
New York, NY 10017

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Attend In-Person ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Attend via Webinar ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A
Will Not Attend ANA $0 Associate Gold N/A Associate Silver N/A Associate Individual N/A Non Member N/A


NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. THE EVOLUTION OF CONTENT MARKETING AT MORGAN STANLEY (10:00 - 11:00AM)
In this session, Morgan Stanley will share how it aligned its organization to execute a content marketing vision that fits today's experience-focused landscape. Alison Garrett, executive director of digital strategy at Morgan Stanley, will talk about creating and implementing a content marketing practice at Morgan Stanley and what it took to get buy in for the approach from senior stakeholders. She will share how Morgan Stanley thinks about distributing content and how they employ channels to reach audiences.

Speaker:
Alison Garrett, Executive Director of Digital Strategy - Morgan Stanley


II. SCORING A #POUCHWIN: HOW GERBER USED CONTENT MARKETING TO SELL PRODUCT INNOVATION (11:15AM - 12:15PM)
Pouch technology transformed the baby food category and provided little ones with an easier way to reach self-feeding milestones. But the experience was often a messy one, leaving moms and babies feeling anything but satisfied. So Gerber's innovation experts developed the SMART FLOW™ spout, a patented way to cut back on puree volcanoes at snack time. In this session, Alberto Hernandez, Vice President of Integrated Consumer Communication – Nestle Nutrition and Sandy Greenberg, CEO – Terri & Sandy will show how by leveraging millennial vernacular, UGC-style videos and influencer content within a multi-phased integrated communication ecosystem, Gerber showed moms how to transform #PouchFails into #PouchWins all the way down the purchase funnel.

Speakers:
Alberto Hernandez, VP of Integrated Consumer Communication - Nestle Nutrition
Sandy Greenberg, CEO - Terri & Sandy


LUNCH (12:15 – 1:15PM)


III. MEMBER ROUNDTABLE DISCUSSION: CONTENT MARKETING BEST PRACITICES (1:15 - 2:00PM)
In this session, committee members will be asked to discuss their approach to content marketing and participate in a Q&A on best practices. This is a great opportunity to benchmark with your peers and learn from what other companies are utilizing as their best content marketing practices.

Facilitators:
Roger Adams, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair
Crystal Albanese, Senior Manager, Conferences & Committees – ANA
Barbie Romero, Coordinator, Conferences & Committees – ANA


More to come!

 

Webinar information, if available, will be provided to registrants only.