Integrated Marketing

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

I. ALLSTATE'S APPROACH TO INTEGRATED MARKETING AND "MAYHEM" (10:00am-11:00am)
Nancy Abraham, who leads Allstate's communications planning and execution, and Nancy Ryan, who is responsible for Allstate's media planning and execution, will share the story and approach behind their overall integrated marketing programs. In this session, Allstate will also discuss the recent successful launch of "Mayhem" - a great case study on integrated marketing built on viral coolness and social community.
Speakers:
Nancy Abraham, Assistant Vice President, Marketing - Allstate Insurance Company
Nancy Ryan, Media Director - Allstate Insurance Company

II. MAKING A BUSINESS CASE FOR INTEGRATED MARKETING (11:15am-12:15pm)
Until marketers can demonstrate a return on the company's marketing investment, we risk becoming irrelevant. In a holistic, fully-integrated marketing approach, many of our favorite activities may have to go. Effective measurement of plan components has become mandatory. Jim Carey, Professor of Integrated Marketing Communications - Northwestern University's Medill School will discuss the need for developing a business case to support integrated marketing plans.
Speaker:
Jim Carey, Professor of Integrated Marketing Communications - Northwestern University's Medill School

III. MEMBER ROUNDTABLE DISCUSSION: IT STARTS WITH THE EMPLOYEE (1:15pm-2:00pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We will discuss successful integrated marketing programs that start with employees. Members will share examples of how employees have become brand ambassadors at their own organizations and discuss case studies outside their companies where brands have leveraged their employees to develop successful integrated campaigns.
Facilitator:
Julie Koewler, Global Advertising Director - Accenture

IV. THE FUTURE OF THE ANA INTEGRATED MARKETING COMMITTEE (2:00pm-2:30pm)
In this session, we will ask members to share ideas on how the ANA Integrated Marketing Committee and Northwestern University's Medill School can deepen our relationship on potential future discussion topics, joint research, and/or taking an industry leadership role.
Facilitators:
Julie Koewler, Global Advertising Director - Accenture
Marni Gordon, Director, Marketing & Media Committees - ANA