Brand Management

NETWORKING BREAKFAST (9:00 – 9:45)

INTRODUCTIONS (9:45 – 10:00)


I. OSCAR MAYER:  SOCIAL MEDIA CASE STUDY (10:00-11:00AM)
Oscar Mayer recently launched "The Great American Bacon Barter," an experiential and socially-driven program.  This effort followed a cashless comedian across America as he bartered Oscar Mayer's new premium bacon for everything from an overnight stay in a mansion to renaming a town "Sizzle City" for the day. The campaign became a cultural phenomenon, doubling conversations about Oscar Mayer and making it the most talked-about bacon brand online - garnering more buzz than its four biggest competitors combined!

Lee Maicon, SVP, Insights & Strategy– 360i, the agency behind the campaign, will provide a behind-the-scenes look at "The Great American Bacon Barter" and reveal how Oscar Mayer successfully integrated social marketing with a real-world promotion to drive buzz.

Speaker:
Lee Maicon, SVP, Insights & Strategy – 360i


II. MARKETING 2020 - ORGANIZING FOR GROWTH (11:15AM-12:15PM)
The ANA is partnering with EffectiveBrands, a global marketing consultancy, to conduct The Marketing 2020 – Organizing for Growth study.  This important industry initiative will focus on identifying how marketing can best focus and organize to support business growth. The study findings will offer ANA CEOs, CMOs, key brand leaders and their teams both a strategic framework and practical guidelines to ensure that marketing strategy, structure and capability are fully aligned to grow the business.

In this session, Marc Swaan de Arons, Chairman– Effective Brands will provide ANA Brand Management Committee members an overview of the study's objective and conduct a roundtable discussion for members to provide key input on the following four topics:

1) The role of marketing in delivering the business strategy

2) The best way to structure the marketing department

3) How to build the capability - equipping the marketing function for success

4) How to emulate the leadership skills, competencies and behaviors of winning CMOs

Speaker:
Marc Swaan de Arons, Chairman – Effective Brands


LUNCH (12:15 – 12:30PM)


III. SEMPRAE: HOW TO MARKET A PRODUCT YOU CAN'T TALK ABOUT (12:30-1:30PM)
Rachel Braun Scherl, Founder – Semprae Laboratories, Inc. will lead a lively interactive discussion and share the challenges and opportunities for marketing Zestra, a female sexual health product in a very limited in highly regulated environment.

Speaker:
Rachel Braun Scherl, Founder – Semprae Laboratories, Inc.


IV. CLEVELAND CLINIC: BUILDING A GLOBAL BRAND THROUGH TRUSTED CONTENT (1:30-2:30PM)
The global health care landscape is undergoing transformational change, yet the industry remains highly fragmented as most health care provider brands are strictly local. Cleveland Clinic has built one of the world's most recognized and trusted health care brands by taking an innovative approach to content marketing. Without the benefit of large paid media budgets, the Clinic has developed strategies and platforms to distribute trusted medical and wellness content.

Cynthia Galbincea, Executive Director, Marketing Communications – Cleveland Clinic will share the programs and results that have made the Cleveland Clinic a leader in content marketing. She will explain how earned media can turn a brand into a thought leader while also driving volume for key service lines.

Speaker:
Cynthia Galbincea, Executive Director, Marketing Communications – Cleveland Clinic