Integrated Marketing
This event is over.
9:00-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda
I. ACCENTURE: A LOOK BEHIND THE SCENES AT THEIR NEW GLOBAL INTEGRATED CAMPAIGN (10:15am-11:15am)
In November 2011, Accenture launched a groundbreaking global integrated campaign where the brand seeks to distinguish themselves in a crowded category for consulting and other business services. This campaign features testimonials from several of their blue-ship clients such as Unilever and Marriott and gives prominence to their "High Performnace. Delivered." theme through multiple channels. Julie Koewler, Senior Director, Global Advertising - Accenture and ANA Integrated Marketing Committee Chair will share a behind the scenes look on creating their new advertising as well as the challenges and opportunities of integrating across clients, channels, and agencies. Julie will also discuss how they built their relationship quickly with TBWA/Chiat/Day who was hired in June after ending a 22-year relationship with their previous creative agency.
Speaker:
Julie Koewler, Senior Director, Global Advertising - Accenture and ANA Integrated Marketing Committee Chair
II. MEMBER ROUNDTABLE DISCUSSION: MARKETING AND TECHNOLOGY (11:30am-12:15pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. It has been increasingly challenging to actually have a launch. Given social media, the number of potential opportunities for a "leak" or break in advance of an official launch, is near impossible. In this session, we will discuss the challenges of surprising consumers with a new campaign launch especially given the lack of control marketers have with social media. ANA Integrated Marketing Committee Members will also be asked to share if they have experienced this challenge and if so, to provide tips for how to manage/handle.
Facilitator:
Julie Koewler, Senior Director, Global Advertising - Accenture
III. ANA INTEGRATED MARKETING COMMITTEE PANEL DISCUSSION (1:00pm-2:00pm)
ANA will have just released a White Paper, Integrated Marketing, 4th Edition: Barriers and Opportunities, detailing the findings from an online survey of 100+ client-side marketers. The study indicated there are multiple challenges faced by marketers in the development and execution of integrated marketing programs including organizational barriers, ability to achieve strategic consistency, lack of skill sets and difficulty defining clear and measurable metrics. In this session, we will reveal the survey highlights and a panel of client-side marketers will discuss best practices that can be implemented to elevate the quality of integrated marketing programs.
Moderator:
Marni Gordon, Senior Director, Committees - ANA
Panelists:
To be announced