Brand Management

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


I. HERSHEY'S APPROACH TO MULTIPLE AGENCY RELATIONSHIPS (10:00-11:00AM)
There are several models marketers can use to help guide them in designing an agency management strategy: agency of record, multiple best-in-class, project-based, and more. It's a journey to find which agency model and relationship work best for your brand. In this session, Ari Ben-Canaan, Senior Manager, Global Communications – The Hershey Company, will share their agency management story. Ari will cover their internal and external processes, the resources needed, best practices and lessons learned from adding new agencies to their roster, and how they evaluate success on an ongoing basis.

Speaker:
Ari Ben-Canaan, Senior Manager, Global Communications – The Hershey Company


II. THE 'PANCAKE SELFIE EXPRESS': CHANGING THE FACE OF BREAKFAST (AND MARKETING) AT HOLIDAY INN EXPRESS (11:15AM-12:15PM)
Holiday Inn Express is on a mission to attract millennial travelers with three of their favorite things... food trucks, selfies, and pancakes! So they decided to take their beloved one-touch pancake machine on the road with the Pancake Selfie Express. That's right, your face on a pancake! In this session, Seth Freeman, Brand Marketing Director – Holiday Inn Express, will discuss how they leveraged key insights to shape their 2015 campaign and deliver a high impact experiential activation to break through the clutter.

Speaker:
Seth Freeman, Brand Marketing Director – Holiday Inn Express


LUNCH (12:15PM – 1:00PM)


III. BRAND JOURNALISM: BLENDING MARKETING STRATEGY, JOURNALISM AND FILMMAKING (1:00-2:00PM)
Content marketing continues to change the way marketers communicate. Cited by AdAge as "a modern marketing imperative," brand journalism has quickly become a key component to every brand's content marketing strategy. In this session, The Mark Studios will highlight through client case studies how brand journalism works and key factors to consider when engaging in brand journalism.

Speaker:
Jeff Anders, Founder and CEO – The Mark Studios


IV. MEMBER ROUNDTABLE DISCUSSION: 2016 BRAND MASTERS CONFERENCE (2:00-2:30PM)
In this session, ANA Brand Management Committee members will be asked to share their thoughts and ideas for the 2016 ANA Brand Masters Conference. Trends and hot topics in brand management will also be discussed. This is a great opportunity to learn from your peers at other companies.

Facilitators:
Greg Wright, Director, Committees & Conferences – ANA
Crystal Albanese, Senior Manager, Committees & Conferences – ANA
Talia Fisher, Coordinator, Committees & Conferences – ANA