Media, West Coast Committee
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Networking Breakfast - 9:00am - 9:45am
Welcome and Introductions - 9:45am - 10:00am
I. WALGREENS AND WARNER BROS: HOW TO MEASURE THE EFFECTIVENESS OF PRODUCT INTEGRATION (10:00am-11:00am)
Christine Kubisztal, Manager, Media Strategy and Services - Walgreen Company and Michael Teicher, Executive Vice President - Warner Brothers Domestic TV Distribution will discuss how they utilize state of the art research from neuroscience to measure the effectiveness of product integration. In this session, they will also share their perspectives on the "do's and don'ts" of implementing and analyzing this research.
Speakers:
Christine Kubisztal, Manager, Media Strategy and Services - Walgreen Company
Michael Teicher, Executive Vice President - Warner Brothers Domestic TV Distribution
II. MATTEL, INC. CASE STUDY: INTERACTIVE TELEVISION (11:15am-12:15pm)
Since October 2008, Mattel has run an interactive "Barbie Channel" which functions as an interactive web portal, offering kids Barbie videos on demand, as well as polls and games. In this session, Traci Kondo, Media Manager - Mattel, Inc. will share a case study on the "Barbie Channel" and Mattel, Inc.'s experiences using interactive television.
Speaker:
Traci Kondo, Media Manager - Mattel, Inc.
III. MEMBER ROUNDTABLE DISCUSSION (1:15pm-2:15pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
a. Content Management: As more and more platforms and devices proliferate, we will discuss the opportunity costs and potential pitfalls for advertisers.
b. Balancing above the line vs. below the line investments: Members will share how they balance above the line vs. below the line investments in traditional media, digital, social, mobile, emerging media and SEM. We will also discuss how to manage risk through the innovation process.
c. Media Accountability: We will discuss best practices on measurement and optimization and any learnings on single source data dashboards.
d. Media Integration: Members will share examples of advertisers who are doing this right and are able to integrate and pay off marketing through all channels.
Facilitator:
Arlene Villanueva, Global Media Director - Intel Corporation
IV. WARNER BROTHERS STUDIO TOUR (immediately following the meeting)
ANA West Coast Media Committee members will be taken on an exclusive VIP tour of the Warner Brothers Studio lot.