Media Leadership, West Coast Chapter

ARRIVAL INFORMATION
Upon arrival, please check-in with the front desk. Someone from POPSUGAR or the ANA will be there to escort you to the meeting space.
**Please note there will be valet parking for those driving to the meeting.


NETWORKING BREAKFAST (9:00 – 9:45)

INTRODUCTIONS/TAPING (9:45 – 10:00)


I. BUILDING CONTENT THAT MATTERS (10:00-11:00AM)
POPSUGAR will share how they build a content brand that matters which is critical to break through in this competitive and saturated marketplace.  You will also learn how to target and differentiate among demographic groups, best practices for delivering editorial and video content for consumers and brands.

Speakers:
Jodi Lipe, EVP of Marketing – POPSUGAR
David Grant, President – POPSUGAR Studios


II. MEMBER UPDATE: AGENCY PERFORMANCE AND BIG DATA PROJECT (11:00AM-12:00PM)
At our last ANA West Coast Media Leadership Committee meeting in March, we formed two groups of committee members who are interested in learning more and sharing best practices on agency performance and big data.  As a first step, each group leveraged the ANA Marketing Knowledge Center who provided any research and/or information available on those topics.  In this session, the agency performance and big data member groups will share what they have learned and report best practices/next steps on this project.

Facilitator:
Alison Fowler, Managing Director Brand Strategy and Activation for Digital Channels– Charles Schwab & Company, Inc.


WORKING LUNCH (11:30AM – 12:30PM)


III. MGM RESORTS USES SOCIAL AND DIGITAL TO DRIVE ENGAGEMENT (12:00-1:00PM)
MGM Resorts has a test-and-learn approach to social and digital media platforms and has always been willing to experiment with new mediums in order to engage its target audiences.  In 2012, MGM worked with Expedia Media Solutions on the award-winning Las Vegas Vacation Planner – a custom microsite showcasing MGM's 13 Las Vegas properties that allowed users to plan a trip to Las Vegas from beginning to end. Promoted via social integrations and an ad campaign, the strategy behind the Vacation Planner revealed to MGM that a cooperative approach to digital media and a cross-platform strategy can drive engagement and ultimately upsell and cross sell customers. In this session, learn what has worked for MGM and why experimentation and cooperation with brands like Expedia are the keys to success.

Speakers:
Jeff Eisenhart, Vice President, Leisure Sales & Marketing – MGM Resorts, International
Noah Tratt, Global Vice President of Media Solutions – Expedia, Inc.


IV. POPSUGAR – VIP SHOW TAPING FOR COMMITTEE MEMBERS (1:00-2:00PM)
POPSUGAR showcases the hottest trends in entertainment, fashion, beauty, fitness, food, and shopping. ANA West Coast Media Leadership Committee Members will have an exclusive VIP opportunity to watch a live taping of a POPSUGAR show.