Brand Management

9-9:45am            Networking Breakfast

9:45-10:00am      Introductions, Review of Agenda


I.  AMERICAN EXPRESS:  ZYNC CASE STUDY (10:00-11:00am)
American Express and Ogilvy & Mather will share insights on the launch of Zync, the newest American Express card targeted to the very critical youth market (21-35 year olds).  Discover how American Express was able to reach this highly coveted young consumer with a targeted plan on a minimum budget.
Speakers:
Susan Hammes, Director - American Express Global Advertising and Brand Management
Simon Pierce, Managing Director - Ogilvy & Mather


II.  HOW TO GET THE MOST FROM YOUR AGENCY (11:15-12:15pm)
John Seifert, Chairman and CEO at Ogilvy & Mather North America will share best practices and lead a discussion with the ANA Brand Management Committee on getting the most from your agency.
Speaker:
John Seifert, Chairman and CEO - Ogilvy & Mather North America


III.  DOLE FOOD COMPANY - "TOP OF FUNNEL" INNOVATION PROCESS (1:00-2:00pm)
Innovation through consumer insights and experimentation can produce breakthrough concepts and strategies.  But despite all the talk and excitement about the importance of innovation, marketers are often frustrated by the absence of a practical blueprint that they can apply to fuel consistent growth and sustained success.  Dole Food Company, Inc. will share their "top of funnel" innovation process used to develop new products and consumer insights.
Speaker: 
Marty Ordman, Vice President, Marketing and Corporate Communications - Dole Food Company, Inc.


IV.  MEMBER ROUNDTABLE DISCUSSION:  INTEGRATION (2:00-2:30pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies.  In this session, we will review the key conclusions on integration from our last meeting and solicit processes that can improve integration
Facilitator:
Roger Adams, ANA Brand Management Committee Chair