Brand Management
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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)
I. IBM DRIVES ENGAGEMENT AND EQUITY THROUGH BRANDED CONTENT (10:00-10:55AM)
In this session, Maria Cecilia Correa, Advertising Manager – IBM Corporation and Jeremy Kuhn, Executive Group Director – Ogilvy & Mather, will share how IBM drove engagement and equity with the brand through branded content. Maria & Jeremy will provide best practices and lessons learned along their journey.
Speakers:
Maria Cecilia Correa, Advertising Manager – IBM
Jeremy Kuhn, Executive Group Director – Ogilvy & Mather
II. MEMORIAL SLOAN KETTERING CANCER CENTER: MORE SCIENCE. LESS FEAR. (11:10AM-12:10PM)
Known for premiere cancer care, Memorial Sloan Kettering Cancer Center looked to reaffirm their position using new, positive messaging. In this session, Pamela Leichter, Director, Consumer Marketing – Memorial Sloan Kettering Cancer Center, will share the details behind the More Science. Less Fear campaign. Using bright colors, words and messaging that address the fears around cancer, they have been able to buck the trend of somber hospital testimonials and cement their position as a premiere cancer center.
Speaker:
Pamela Leichter, Director, Consumer Marketing – Memorial Sloan Kettering Cancer Center
LUNCH (12:10PM – 1:10PM)
III. COLDWELL BANKER REAL ESTATE: THE $75 MILLION DOLLAR LISTING (1:10-2:00PM)
Coldwell Banker Real Estate, LLC partnered with 20th Century Fox on their upcoming summer movie, X-Men: Apocalypse. Coldwell Banker has the "exclusive" listing for the fictional $75 million dollar X-Mansion. In this session, Victoria Keichinger, Brand Engagement Manager – Coldwell Banker Real Estate, LLC will share how the marketing partnership came about, why it was a great fit for the brand, how it has helped share their brand message to a larger audience and lessons learned from the partnership.
Speaker:
Victoria Keichinger, Brand Engagement Manager – Coldwell Banker Real Estate, LLC
IV. MEMBER ROUNDTABLE DISCUSSION (2:00-2:30PM)
In this session, ANA Brand Management Committee members will be asked to share their thoughts on the trends and hot topics in brand management. This is a great opportunity to learn from your peers at other companies.
Facilitator:
Crystal Albanese, Senior Manager, Content Marketing – ANA