Integrated Marketing

NETWORKING BREAKFAST (8:30 – 9:00)

INTRODUCTIONS (9:00 – 9:15)


NEW, NEXT, NOW:  HOW A GENERATION OF DIGITAL NATIVES IS REINVENTING CULTURE, COMMERCE, AND MARKETING (9:15AM-12:00PM)
A perfect storm is forming at the intersection of new consumers, new technologies, and new business models. Marketing and media are morphing before our very eyes.  Millennials, a generation of nearly 80 million digital natives, are not just entering but taking over the stage of our culture and economy. And they're not just adopting but embracing and adapting new technologies and business models at a fever pitch. ANA Integrated Marketing Committee members will discover a wealth of new opportunities and challenges that will test our creativity and stamina.  Sessions include:


I. "MILLENNIALS:  MEET YOUR MARKET" (9:15-9:45AM)
Spark SMG's SVP of Human Intelligence (and one of the country's foremost experts on the Millennial generation) deliver a fun, interactive presentation, "Millennials: Meet Your Market," that describes the challenge and the opportunity as the largest living generation becomes the most coveted consumer group since the Baby Boom.

Speaker:
Scott Hess, SVP of Human Intelligence – Spark SMG


II. MILLENNIALS & TECHNOLOGY:  INTERACTIVE PANEL  (10:00-10:45AM)
Learn and discuss the best practices and shared pitfalls of some of today's pioneering businesses and brands, in an intimate, interactive panel setting. Together, we'll talk about how new consumers and technology are impacting media mix, message, and marketing at large, and how the best companies are adopting new tactics and business models now, rather than waiting for the future to happen around them.

Moderator:
Scott Hess, SVP of Human Intelligence – Spark

Panelists:
Dan Bruinsma, Senior Director, Mobile Marketing – Orbitz
Brian Magida, Online Media Manager – Warby Parker
Mike Sands, President & CEO – BrightTag (former CMO/Orbitz)
Harriet Seitler, Executive Vice President – Harpo Studios


III. NEW TECHNOLOGIES: IMMERSIVE TOUR (11:00-11:45AM)
Discover how new digital businesses are being forged and formed on a tour of 1871 (www.1871.com), Chicago's vibrant new hub for digital startups, housed with Spark SMG in the Merchandise Mart. Get a chance to interact with the leaders of dynamic startups that will change the face of media, technology, and business in general.


LUNCH (12:00-12:30PM)


IV. AMERICAN FAMILY INSURANCE:  VALUES VS. VALUE - STANDING FOR DREAMS IN A SEA OF CASH, CRITTERS AND CHARACTERS (12:30-1:30PM)
In a category where billions of dollars are spent every year to frame insurance as an annoyance to get out of the way as quickly, cheaply and thoughtlessly as possible, how does a player outspent 50 to 1 whose real value is in relationships, experience and depth of knowledge hope to compete?  We asked people about their dreams. We asked them about the American Dream and launched an integrated campaign that celebrated their answers. We championed dreams and helped them to come true, setting ourselves apart by appreciating the real value that the things we insure have in our lives.

The response was overwhelming. This was a conversation waiting to happen - and embracing and facilitating it has led to business results far beyond expectations. Eight years of declines were reversed at the very inception of the campaign and double digit growth has been sustained month over month ever since.  American Family Insurance will share the evolution of their integrated campaign which drove strong results.

Speakers:
Graceann Bennett, Director Strategic Planning – Ogilvy & Mather Chicago
Telisa Yancy, Director, Advertising, Brand and Media – American Family Insurance


V. EFFIE REPORT 2012:  DRIVERS OF MARKETING EFFECTIVENESS (1:30-2:30PM)
The Effie Report identifies the drivers of marketing effectiveness in the North American market today.  Using the data set of the 2012 Effie Awards North American program, key insights and trends on what it takes to create and implement effective marketing communications strategies in today's marketplace will be presented.

Speaker:
Ann Green, Senior Partner, Client Solutions – Millward Brown