Midwest Digital, Social & Mobile

Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:15am


I. THE DIGITAL LIFE OF THE MULTICULTURAL CONSUMER: SOCIAL, MOBILE, AND ALWAYS ON (10:15am-11:15pm)
Multicultural consumers are technology and digital leaders. Their lifestyle is more connected, dialed in and always on. In this session, we will discuss the preferences and digital behaviors of US Hispanics, African American and Asian consumers. Tania Cameron, Senior Manager CRM-Hispanic Segment - Kraft Foods will also share a case study (Comida Kraft) highlighting US Hispanic digital usage.

Speakers:
Tania Cameron, Senior Manager CRM-Hispanic Segment - Kraft Foods
Marla Skiko, EVP, Director of Digital Innovation - SMG Multicultural


II. UNILEVER'S AXE BRAND SUCCESSFULLY GOES LOCAL (11:30am-12:30pm)
Is digital marketing the only place new things are happening? No! Technology is actually bringing new tools to brands and agencies to connect with target consumers in traditional ways. Find out how AXE targets and builds authentic relationships with thousands of their most relevant consumers through their own trusted groups. This session will illustrate how consumers have the power to decide which brands they want to align with and then evangelize within their local communities.

Speakers:
David Rubin, Brand Building Director, Hair US - Unilever
Amish Tolia, Co-CEO and Founder - Apparel Media


III. CROSS PLATFORM MEASUREMENT INITIATIVE (3MS) (1:15pm-2:00pm)
The Cross Platform Measurement initiative, titled: Making Measurement Make Sense (3MS), was launched in March 2011. ANA, IAB (interactive Advertising Bureau) and the 4A's (American Association of Advertising Agencies) engaged consulting firm Bain & Company and strategic advisory firm MediaLink to independently manage the five month initiative. 3MS is an ecosystem-wide initiative that aims to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media.

The lack of a consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. While consumers have embraced digital media and continue to adopt new devices and new media behaviors, the marketing and media business have yet to create the tools necessary keep up with consumers' behavioral changes.

In this session, Duke Fanelli, SVP, Marketing & Communications - ANA will provide an update on this very important industry initiative.

Speaker:
Duke Fanelli, SVP, Marketing & Communications - ANA