Media Leadership, West Coast Chapter
This event is over.
NETWORKING BREAKFAST (9:00 – 9:45)
WELCOME/INTRODUCTIONS (9:45 – 10:00)
I. OLD NAVY CASE STUDY (10:00-11:00AM)
Michele Schuh, Director, Media, Old Navy Marketing will share how the company leverages integrated media including digital, social, and mobile platforms within their back-to-school and fall campaigns.
Michele Schuh, Director, Media, Old Navy Marketing– Old Navy
II. CHARLES SCHWAB & CO. LEVERAGES CONTENT (11:15AM-12:15PM)
Consumers demand useful, thought-provoking, and actionable content at the right time, in the right context -- on a device they prefer. Content is the currency by which brands can earn consumer trust across all media -- owned, paid, and earned.
This session will describe a case study in designing and launching a content distribution and syndication program that integrates owned, paid, and earned media to engage consumers, using content as a currency.
Alison Fowler, Managing Director Brand Strategy and Activation for Digital Channels – Charles Schwab & Company, Inc.
Harsh Jawharkar, Managing Director, Content Marketing & New Channel Development – Charles Schwab & Company, Inc.
LUNCH (12:15 – 12:40PM)
III. THE ENGAGEMENT PROJECT (12:45-1:30PM)
Beth McGrath, Marketing Manager – YouTube will demonstrate how brands are empowered like never before to find the customers who really matter. But with all the new paths in front of us, it can feel overwhelming to figure out the best way to do so. Learn YouTube's perspective on how to find the audiences most likely to engage with your brand, build engaging brand ecosystems and, most importantly, drive and measure engagement.
Beth McGrath, Marketing Manager –YouTube
IV. MEMBER UPDATE: BIG DATA PROJECT (1:30-2:30PM)
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 big data member group will share what they have learned and report best practices/next steps on this project.
Alison Fowler, Managing Director Brand Strategy and Activation for Digital Channels– Charles Schwab & Company, Inc.
Eric Fischer, Director of Media Services – Lifelock, Inc.
Stephanie Palos, Strategic Sourcing Analyst – Old Navy
Neda Stoll, Sr. Manager – Intel Corporation