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NETWORKING BREAKFAST (8:30 – 9:00)
INTRODUCTIONS (9:00 – 9:15)
I. BLUE BUNNY: BUILDING INTEGRATION ON A CHALLENGER BRAND BUDGET (9:15-10:15AM)
How does a brand create integration on a challenger brand budget? Combined, Nestle and Unilever outspend Blue Bunny by more than a $100 million each year. Yet Blue Bunny has continued to outperform the category and mega brands year and after year. Blue Bunny has developed a process, which truly revolutionizes how partner agencies work together to build break-through communication plans. Learn their secrets, which we promise, will deliver better-integrated plans developed through agencies truly working together in collaboration in strategy, ideas, and execution.
Brad Hanna, SVP, CPG Group Practice Leader, Barkley
Kent McCuddin, Director of Marketing, Wells Enterprises, Inc
II. CAN'T BUY ME LIKE: HOW AUTHENTIC CUSTOMER CONNECTIONS DRIVE SUPERIOR RESULTS (10:30-11:30AM)
Today's brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where "likes" stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way... As Lennon and McCartney wrote a half century ago, money can't buy you love. But in today's world where people have become desensitized – even disillusioned – by ad campaigns and marketing slogans, that maxim is even truer: Money can't even buy you like. That's because we've entered the "Relationship Era" where the only path for businesses seeking long-term success is to create authentic customer relationships. Discover powerful new research, fascinating examples, and practical advice to illustrate how any company can thrive in the "Relationship Era".
Doug Levy, Chief Executive Officer– MEplusYOU and Co-Author of Can't Buy Me Like
III. ALDI SUCCESSFULLY REACHES LATINO MILLENNIALS (11:40AM-12:40PM)
ALDI, Inc. is a discount grocery chain that operates over 1,200 stores in 32 states. Hear how they are targeting the "hard-to-reach" Latino millennial segment, with actual results. Attendees will hear the strategy behind their latest integrated marketing campaign being executed with New Futuro, a socially innovative education platform helping U.S. Latino families get their students into college. Learn about the marketing tactics used and detailed business metrics and ROI. Their program has been applauded as an inspiring and innovative example of leveraging "education" as a communications channel and tapping into Latino millennials as a gateway to the entire family.
Jennifer L. Woods, Director, National Sales & Business Development, New Futuro
IV. ANA MEMBER DISCUSSION (1:20-2:00PM)
In this session, ANA Integrated Marketing Committee members will have an opportunity to network and discuss key integrated marketing issues.
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair