Media Leadership, West Coast Chapter

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NETWORKING BREAKFAST (9:00 – 9:30AM)
WELCOME/INTRODUCTIONS (9:30 – 9:45AM)


I. THE FUTURE OF PUBLIC RELATIONS (9:45 – 10:30AM)
In this session, we will hear from Fred Cook, Chairman of Golin and Director, USC Center for Public Relations at the Annenberg School, University of Southern California on the evolution of public relations. The ANA partnered with the USC Center for PR (annenberg.usc.edu/cpr) in January 2017 on the Global Communications Report, a comprehensive study designed to understand industry trends through the lens of client-side and agency executives, CCOs and marketers, as well as communications students around the world. The results from the survey sent to ANA members covers the trends most important to the future of public relations, how public relations demonstrates its value, and how public relations will evolve over the next five years.

Speaker:
Fred Cook, Chairman of Golin and Director, USC Center for Public Relations – Annenberg School, University of Southern California


II. DR PEPPER SNAPPLE GROUP: BEST PRACTICES FOR LEVERAGING FACEBOOK (10:45 –11:30AM)
Dr Pepper Snapple Group is a leading producer of flavored beverages in North America with over 50 brands in their portfolio. Blaise D'Sylva, Vice President, Media and Content Planning – Dr Pepper Snapple Group will share best practices and insights on how his company has leveraged Facebook.

Speaker:
Blaise D'Sylva, Vice President, Media and Content Planning – Dr Pepper Snapple Group


III. PROGRAMMATIC – SEEING THROUGH THE FINANCIAL FOG (11:30 – 12:00PM)
With the rapid adoption of programmatic media, the supply chain has quickly become complicated — agencies, trading desks, demand-side platforms, supply-side platforms, data management platforms, exchanges, publishers — and to many, the result is a financial "fog." ANA, ACA (Association of Canadian Advertisers), AD/FIN Solutions, and Ebiquity PLC commissioned a study to investigate the costs and economics of the programmatic ecosystem and explore the lack of transactional transparency in many programmatic buys. This was reported by multiple advertisers and highlighted in last year's K2 Intelligence study on media transparency in the U.S. advertising industry. In this session, we will reveal key findings from this programmatic study and provide action steps for marketers.

Speaker:
Andrew Altersohn, Chief Executive Officer – AD/FIN Solutions (via phone)


LUNCH 12:00 – 12:30PM


IV. REAL-TIME ADVERTISING ACADEMY*: 201 (12:30-2:30PM)
The ANA is partnering with one of our strategic partners, Quantcast, to offer ANA members an intermediate/advanced training on the world of programmatic Brand Advertising. The Real-Time Advertising Academy 201 is workshop that aims to help brands to strategically harness the potential of Programmatic Brand. Attendees will learn how to plan an effective programmatic Brand campaign; how to leverage the right data to feed into this, creative do's and don'ts, alongside recommendations and industry updates on Attribution, Viewability and Brand Safety as they relate to Brand Advertising. This course is a follow up course to Real Time Academy 101, and we would strongly recommend attending this before the 201 course.

Facilitator:
Tommy Schanzer, Senior Trainer – Quantcast


*The Quantcast Real-Time Advertising Academy is only available to in-person attendees and will not be broadcast via webinar. We recommend those interested in the training attend this committee meeting in person.