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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. AUTOTRADER.COM: INTEGRATED SUPER BOWL DIGITAL STRATEGY (10:00-11:00AM)
When you think about how brands leverage the Super Bowl each year, half-time commercials often come to mind. AutoTrader.com took a different approach. In this session, Kristin Achord, Manager, Consumer Marketing – AutoTrader.com, Nicole Carriere, Sr. Manager, PR – AutoTrader.com, Angela Clark, Manager, Research – AutoTrader.com, and Emily Ghioto, Sr. Manager, Customer Marketing – AutoTrader.com will share how they were able to creatively leverage the event to drive online engagements, how research played a major role in content creation, and the results of their cost effective, integrated strategy that impacted all sides of the business - from car shoppers to dealer customers.
Kristin Achord, Manager, Consumer Marketing – AutoTrader.com
Nicole Carriere, Sr. Manager, PR – AutoTrader.com
Angela Clark, Manager, Research – AutoTrader.com
Emily Ghioto, Sr. Manager, Customer Marketing – AutoTrader.com
II. MUSIC TO A MILLENNIAL'S EAR (11:15AM-12:15PM)
The buying power of millennials has never been stronger and the need for marketers to connect with them digitally has never been more important. One of their passion points is music and also digital technology. Sony Music conducted a study of 31,000 consumers to study the music fan, and in this session you will learn how to talk to this consumer more effectively through music, how different kinds of music communicates to different segments within the millennial population and how the millennial music fanatics respond to brand messages vs. the casual music fan. In this session, Elliot Lum, Vice President – Columbia Records will share the findings of how music, digital music in particular, can drive business results.
Elliot Lum, Vice President – Columbia Records
LUNCH (12:15 – 12:45PM)
III. INTERCONTINENTAL HOTELS GROUP BOLSTERS MOBILE TO PROMOTE OMNICHANNEL BRAND EXPERIENCE (12:45-1:30PM)
In this session, InterContinental Hotels Group will share how they have prioritized the mobile experience for consumer and honed in mobile through many test and learns and mobile technology innovation.
TBD – InterContinental Hotels Group
IV. PREVIEW OF ANA/ADOBE DIGITAL MARKETING ACADEMY (1:30-2:15PM)
ANA has partnered with Adobe to create a customized training program for senior-level digital marketers. It is expected that this will become a premier resource of expertise, experience and best practice sharing for advanced digital marketers to help accelerate their company's transition to digital. This session will feature an exclusive preview of the initial curriculum, training formats and tools. The goal is to stimulate group discussion that will push the boundaries of the content and gather collective insights from the committee that will help prioritize the subject areas that will be most helpful to digital marketing leaders.
Krista Calvo, Director - Adobe Digital Marketing
Nick Primola, Chief Learning Officer - ANA
V. OPTIMIZING INTEGRATED MULTI-SCREEN CAMPAIGNS/ANA MEMBER ROUNDTABLE DISCUSSION (2:15-2:45PM)
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase over the next three years. ANA and Nielsen joined forces on insightful new research that evaluates the success metrics of integrated multi-screen campaigns, examines the attributes that can lead to increased spending on such campaigns, ascertains the importance of the different ad formats best suited for integrated multi-screen advertising, and more.
Meghan Medlock, Director, Committees & Conferences - ANA