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Media, West Coast Committee

This event has ended.
Begins: Thursday, January 19, 2012 at 9:00am
Ends: Thursday, January 19, 2012 at 2:30pm
Location: American Honda Motor Co., Inc.
1919 Torrance Blvd.
Conference Room 1E5
Torrance, CA

Meeting notes are available to current, logged in Members only.

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



I. HONDA: MEET MILLION MILE JOE - AN EXERCISE IN LEVERAGING NEW AND OLD MEDIA FOR MAXIMUM EFFECT
(10:15am-11:15am)
Honda owner Joe LoCicero was about to turn 1 million miles in his 1990 Honda Accord. Honda leveraged Joe's accomplishment with great success by using a mixture of old and new media...and all with a budget that is now Honda's new benchmark for efficiency.

Speaker:
Tom Peyton
, Senior Manager, National Advertising - American Honda Motor Co., Inc.


II. MEMBER ROUNDTABLE DISCUSSION
(11:30pm-12:30pm)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. In this session, some of the topics we will discuss are:

  • Branded Entertainment Needs Better Measurement: ANA recently completed a member survey on branded entertainment. Branded entertainment (also referred to as product integration or branded content) integrates a brand with an entertainment property (i.e., TV program, movie, video game, music and more), usually for a fee, to create an association between the brand and property. Such an association usually integrates the brand into the entertainment content in a much deeper way than simple product placement. In this session, we will reveal topline findings from the ANA survey and facilitate a member roundtable discussion around key issues - especially around how to fill the large gap in providing ROI metrics.
  • Tablet Advertising: Is this ready for prime time or still too limited to allocate significant ad dollars?
  • Event Marketing: How is the world of sponsorships changing? How do you measure ROI and how do you sell a major program internally?

Facilitators:
Marni Gordon
, Senior Director, Committees - ANA
Tom Peyton, Senior Manager, National Advertising - American Honda Motor Co., Inc.


III. INTEGRATED MARKETING & MEDIA (1:00pm-2:00pm)
ANA will have just released a White Paper, Integrated Marketing, 4th Edition: Barriers and Opportunities, detailing the findings from an online survey of 100+ client-side marketers. The study indicated there are multiple challenges faced by marketers in the development and execution of integrated marketing programs including organizational barriers, ability to achieve strategic consistency, lack of skill sets and difficulty defining clear and measurable metrics. In this session, we will reveal the survey highlights and discuss best practices that can be implemented to elevate the quality of integrated marketing and media programs.

Moderator:
Marni Gordon, Senior Director, Committees - ANA

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