Integrated Marketing
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To reach the meeting location, enter through the Holiday Inn. Take the escalator to the 2nd Floor and then take the elevator to the 12th Floor. Proceed to the reception desk.
NETWORKING BREAKFAST (8:30 – 9:00AM)
INTRODUCTIONS (9:00 – 9:15AM)
I. GIRL SCOUTS OF THE USA: REPACKAGING THE COOKIE PROGRAM (9:15AM-10:15AM)
Mirna Hernandez, Senior Brand Marketing Manager – Girl Scouts of the USA and Jennifer Zanfardino, Manager, Client Services and Strategy – Monaco Lange will share how they repackaged the cookie program, elevating the voice of the girls and showcasing the empowering skills they learn during the sale. This system gave the organization the ability to deliver a cohesive and consistent experience across all their channels. From low-budget, high-impact videos to print ads, the campaign elevated the cookies and girl power. Learn how this cross-channel clarity re-oriented an iconic brand story.
Speakers:
Mirna Hernandez, Senior Brand Marketing Manager – Girl Scouts of the USA
Jennifer Zanfardino, Manager, Client Services and Strategy – Monaco Lange
II. SHERWIN-WILLIAMS: KRYLON'S COLORMASTER INTEGRATED CAMPAIGN (10:30AM-11:30AM)
Ian L. Gresham, Vice President of Marketing, Diversified Brands – The Sherwin-Williams Co. will discuss their successful integrated marketing campaign for Krylon that won praises and accolades throughout the industry. You will also learn best practices on how The Sherwin-Williams Co. leveraged brand-owned media platforms and earned media from public relations, blogger relations and user participation.
Speaker:
Ian L. Gresham, Vice President of Marketing, Diversified Brands – The Sherwin-Williams Co.
III. LUNCH AND MEMBER ROUNDTABLE DISCUSSION (11:45AM – 12:45PM)
In this session, ANA Integrated Marketing Committee members will have an opportunity to network and discuss key integrated marketing issues.
Facilitator:
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair
IV. KEEPING THE ALLSTATE BRAND FRESH (1:00PM – 2:00PM)
Jennifer L. Egeland, Director, Integrated Marketing Communications – Allstate Insurance Company will share their recent approach to keeping its well-known brand "fresh," including a new brand vision, modernized brand design elements, and the integration of those elements into targeted marketing campaigns.
Speaker:
Jennifer L. Egeland, Director, Integrated Marketing Communications – Allstate Insurance Company