Brand Management

when

Start: Wednesday, January 31, 2018 at 9:00am

End: Wednesday, January 31, 2018 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. JOHNNIE WALKER: KEEP WALKING AMERICA (10:00-11:00AM)
Johnnie Walker has not shied away from political conversations in their advertising and it is working for them. In this session, Stephanie Jacoby, vice president of Johnnie Walker at ‎Diageo, will discuss what it takes to manage a brand that embraces political conversations, how they determined the best way to tackle these tough topics, and lessons learned along the way.

Speaker:
Stephanie Jacoby, Vice President, Johnnie Walker - ‎Diageo


II. MASSMUTUAL: ADOPT A MARATHON RUNNER (11:15AM-12:15PM)
MassMutual took its new brand positioning straight to the New York City Marathon, glomming on to the world's most-popular 26.2-mile race. As part of its new "Live Mutual" brand platform, they paired participating runners with cheering supporters in an effort to show how mutually connected we all are. Jennifer Halloran, head of brand and advertising at MassMutual, will share the story of their new brand positioning, why the New York City Marathon, what it took to make this happen, and key lessons learned.

Speaker:
Jennifer Halloran, Head of Brand and Advertising - MassMutual


LUNCH (12:15–1:15PM)


III. MAKING YOUR BRAND PRICELESS (1:15-2:00PM)
Most consumers differentiate between products and experiences they want to invest themselves INTO and necessities they want to get as efficiently and cheaply as possible. Gone are the days where shopping and accumulating 'stuff,' provided satisfaction and status. In this session, JP will vividly illustrate the key drivers behind the sustained success of 'Ueber-Brands' across the world and across industries. He will explain how your brand can go 'Ueber' - German for 'above and beyond'- by gaining meaning beyond the material and making us value them beyond price.

Speaker:
JP Kuehlwein, Co-Founder and Partner - Ueber-Brands


IV. MEMBER ROUNDTABLE DISCUSSION: BRAND SAFETY, POLITICAL CONVERSATIONS, AND HOW TO KEEP YOUR BRAND TOPICAL (2:00-2:30PM)
In this roundtable discussion committee members will be asked to discuss their thoughts on brand safety and brands entering the political conversation. Members will be asked to share their approach to how they monitor where their ads are placed online, if or how they will or won't participate in political conversations, and participate in a Q&A. This is a great opportunity to benchmark with your peers and learn from what other companies are utilizing as their best practices to keep their brands relevant, but without causing harm.

Facilitators:
Roger Adams, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair
Crystal Albanese, Sr Manager, Content Marketing – ANA

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