Media Leadership, West Coast Chapter

NETWORKING BREAKFAST (9:00 – 9:45)

WELCOME/INTRODUCTIONS (9:45 – 10:00)


I. UNION BANK CASE STUDY  (10:00-11:00AM)
Laurie Greene, VP, Media Director– Union Bank will share a case study on Union Bank's latest Brand campaign and their approach to media and results.

Speaker:
Laurie Greene, VP, Media Director– Union Bank


II. LEVI STRAUSS & CO. LEVERAGES CURATED CONTENT TO REACH GLOBAL CONSUMERS (11:15AM-12:15PM)
Levi's #501 is one of the world's most iconic brands.  In this session, Julia Bois, Digital Brand Manager – Levi Strauss & Co., Diana Klochkova, Global Social Manager - Levi Strauss & Co., and Kirsten Green, Senior Account Manager - Thismoment will share how they curate content across Instagram and YouTube that garnered not only significant user participation, but breathed new life into the heritage 501 jean, evidenced by the increase in sales they saw from the campaigns.  They will also share how their global YouTube hub and how they create experiences for global markets through managing, publishing, and reporting content across different markets.

Speakers:
Julia Bois, Digital Brand Manager – Levi Strauss & Co.
Diana Klochkova, Global Social Manager –  Levi Strauss & Co.
Kirsten Green, Senior Account Manager –  Thismoment


LUNCH (12:15 – 1:00PM)


III. BEHIND THE CHOP SHOP: BRINGING HYUNDAI'S WALKING DEAD TO LIFE (1:00-1:45PM)
In this session, Jon Budd, Senior Group Manager, New Media- Hyundai Motor America and Tom Pettus, Vice President, Creative Director – Innocean USA will share a behind the scenes look at the making of Hyundai's "The Walking Dead Chop Shop" partnership and campaign. From identifying synergies within a franchise like The Walking Dead to harnessing the feedback of the millennial super fans who love it—they've responded to fans' challenges of Robert Kirkman's own "zombie survival machine" design by creating a unique app and fan experience that allows anyone to design and build vehicles that are true to the comic book series narrative and will really work in the event of an apocalypse. This session will feature the partnership and detailed brand experience.

Speakers:
Jon Budd, Senior Group Manager, New Media- Hyundai Motor America
Tom Pettus, Vice President, Creative Director – Innocean USA


IV. MEMBER ROUNDTABLE DISCUSSION/HIGHLIGHTS FROM 2013 ANA REAL-TIME MARKETING CONFERENCE (1:45-2:30PM)
In this session, we will cover highlights from the 2013 ANA Real-Time Marketing Conference. In addition, we will open up the discussion to talk about issues that ANA Media Leadership, West Coast Chapter Committee members are facing and build upon those topics to explore in future meetings.

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