Brand Management
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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. BUILDING A SHAREABLE BRAND: LESSONS LEARNED FROM OREO AND MORE! (10:00-11:00AM)
Discover the key elements of social sharing – how can a brand work to become social and "sharable by design." 360i, the agency behind the Oreo Super Bowl "dunk in the dark" real-time marketing efforts, will share key lessons learned from Oreo and other relevant examples.
Speaker:
Lee Maicon, SVP, Strategy– 360i
II. KEY INSIGHTS FROM 2013 EFFIE AWARDS (11:15AM-12:15PM)
Effie Worldwide will present key insights learned from the 2013 Effie Awards North American program. With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling the discussion on the drivers of marketing effectiveness.
Speaker:
Eva Kasten, Managing Director– Warc Americas
LUNCH (12:15 – 1:00PM)
III. BALL BRAND JARS: 127-YEAR-OLD BRAND WINS OVER MILLENNIALS (1:00-2:00pm)
Discover how Jarden Home Brands evolved its communications and innovation strategies for Ball® Brand Jars to reach the youngest adult generation. You will also learn how the brand grew sales 21% by focusing on advocacy outreach, personalizing the brand experience, and adopting MVP development principles.
Speaker:
Steve Hungsberg, Senior Brand Manager for Fresh Preserving – Jarden Home Brands
IV. TOOLKITS TO HELP YOU EFFECTIVELY AND EFFICIENTLY MANAGE YOUR MARKETING RESOURCES (2:00-2:30PM)
The ANA made 18 toolkits available to members, on topics including Agency Management, Market Research, and Content Marketing. These toolkits are interactive, simple-to-follow and customizable, making it easier for you to justify marketing resources and meet your unique needs. The Agency Management Methodology Toolkit document consists of five stages, each with a description, steps, and action items using tools and templates. The ANA's Marketing Knowledge Center will provide an update on these toolkits, how your team can access them, and conduct a live demonstration with Q&A.
Speakers:
Arthur Tharpe, Senior Director, Marketing Knowledge Center – ANA
Catlin Nitz, Senior Knowledge Manager, Marketing Knowledge Center – ANA