Marketing Accountability & Effectiveness

I.  NETWORKING BREAKFAST (9:00 - 9:30)


II.  WELCOME & AGENDA REVIEW (9:30 - 9:45)


III. BUILDING ON OUR HERITAGE, A BANK OF AMERICA & HISTORY CHANNEL CASE STUDY (9:45AM - 10:45AM)
Challenged by national events and perceptions, Bank of America embarked on a search for the ideal platform to create awareness about the Bank's role and their contributions and commitments to helping to shape the American economy throughout history. The critically acclaimed HISTORY series, "America: The Story of Us," delivered that perfect solution.
In this session, Bank of America and HISTORY will walk attendees through the details of this cross-platform, integrated partnership from start to finish, including the shared marketing strategy, partnership elements, concept & creative development of 24 minutes of custom programming, process methodology, challenges and research results.
Speakers:
Meredith Verdone, Brand, Advertising, Research and Sponsorship Marketing Executive - Bank of America
Michele Barlow, Enterprise Marketing Strategy & Execution Executive - Bank of America
Amy Baker, Senior Vice President, Advertising Sales - HISTORY
Chris Moseley, Senior Vice President, Marketing - HISTORY
Marcela Tabares, Vice President, Ad Sales Research - HISTORY
Pamela Graham, Director, Integrated Sales Solutions - HISTORY


IV.  GROW YOUR ONLINE MARKETING ACCOUNTABILITY WITH REFINED METRICS (11:00AM - 12:00 PM)
As consumers spend more time with digital content and devices, clients are adjusting their marketing media mix to increase online spend. As this shift has occurred, smart marketers have discovered that their accountability issues have become more complex. Historically, marketers driving online behaviors have relied on simple direct marketing-type cost-per-action (CPA) based deals with online portals and ad networks to ensure they are getting value for the money. But with the importance of digital marketing now here, and with a larger share of money being spent to interact with consumers online, CPA deals have limitations, namely creating a false sense of effectiveness that increase costs, limits sales growth and miss the opportunity for stronger customer relevancy online. In this session, you will learn from CCP Games, global marketer of widely successful, MMO's (Massively Multiplayer Online games) and how they manage customer life stages generated via display advertising. They will share their experience and learning roadmap in structuring a successful customer acquisition-to-purchase display program and the accountability metrics they have employed for success.
Speakers:
Oscar J Garza III, U.S. Advertising Lead - CCP Games
Perianne Grignon, VP of Media Strategy - X+1


V.  2010 GOLD SUSTAINED SUCCESS EFFIE AWARD WINNING CASE STUDY - FRONTIER AIRLINES (After Lunch)
In 2002, after less than 10 years in operation, Frontier Airlines was a brand without an established identity. The airline was faced with a sea of obstacles including - fierce competition, fluctuating fuel costs, and distant & frustrated consumers. The lack of a consistent brand identity and a loyal passenger base was stunting growth. Frontier's only option for survival would be to take a radically different approach and truly commit to building a brand. But how do you really take a radically different approach in an industry so full of empty promises?
Our challenge was to create a brand identity for an unknown airline, overcome a magnitude of obstacles, and become the airline industry's most beloved brand.
Frontier's unique strategy has created an unparalleled emotional bond in the cold, uncaring airline industry. Five years later, over 100 TV spots and countless other messaging, the people of Colorado are begging for more - all of which continues to make Frontier Airlines "A whole different animal."
Speakers:
Bridget Fitzpatrick, VP, Account Director - Grey NY
Diane Willmann, Advertising Director - Frontier Airlines


VI.  MEMBER ROUNDTABLE DISCUSSION (if time permits)
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.  Which Metrics Matters Most?
The great metric debate continues to rage on. Today with technology's help marketers can measure almost everything. The question is what should they measure vs. what can they measure. This discussion will explore who is using which metric and why. It will examine leading indicators vs. lagging indicators and the committee will attempt to determine if we are putting our resources to the best use.
Facilitator:
Ed Abrams, VP, Marketing - IBM and Chair of the ANA Marketing Accountability & Effectiveness Committee