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Digital Marketing

This event has ended.
Begins: Tuesday, May 14, 2013 at 9:00am
Ends: Tuesday, May 14, 2013 at 2:30pm
Location: ANA Headquarters
708 Third Avenue (Btwn E 44th & E 45th Streets)
33rd Floor
New York, NY 10017

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

NETWORKING BREAKFAST (9:00 – 9:45)

INTRODUCTIONS (9:45 – 10:00)


I. CITIBANK: DIGITAL MARKETING CASE STUDY (10:00-11:00AM)
The North America Marketing team at Citibank is charged with tying product and service value proposition to the brand and delivering consumer value. Leigh Jacobson, SVP, Director of Digital Marketing and Elyssa Gray, Director of Creative and Media, will share how they develop integrated marketing strategies from Citi's sponsorship of the Olympics to advertising products like the Thank You and Simplicity credit cards. They'll discuss how they manage the creative process within a matrix organization, how they've learned from missed opportunities and the challenge to develop breakthrough messaging across different media.

Speaker:
Leigh Jacobson, SVP, Director of Digital Marketing US Consumer Business– Citibank
Elyssa Gray, Director of Creative and Media, US Consumer Business – Citibank


II. COTTON INCORPORATED: LEVERAGING BLOGGERS AND CROWDSOURCING TO BUILD BRAND EXPERIENCE  (11:15AM-12:15PM)
Crowdsourcing is great, but it also has its shortcomings. This session explores the use of bloggers as a way of curating content and building momentum for your brand. Cotton Incorporated will also discuss its partnership with recognized fashion bloggers in the US to help launch this year's #Cotton24Hours campaign.

Speaker:
Marissa Barlin, Director, Consumer Marketing  – Cotton Incorporated
Mandi Zanski
, Associate Creative Director – Jack Morton Worldwide


LUNCH (12:15 – 1:00PM)


III. RANDOM HOUSE: FACEBOOK CASE STUDY
(1:00-2:00PM)
John Pitts, Vice President, Marketing Director at Doubleday, a Random House publisher, will share the results achieved for their John Grisham's Facebook campaign. Launched alongside the release of John Grisham's new book The Racketeer, the campaign sought to boost audience awareness for the thriller and the Grisham brand by increasing Grisham's Facebook Fan base and boosting audience engagement. Learn how Doubleday leveraged some unique engaged audience segments and how they measured campaign success.

Speakers:
John Pitts, Vice President, Marketing Director – Doubleday (Random House)
Kevin Weafer, Vice President, Partner Relations - Compass Labs


IV. ANA MEMBER ROUNDTABLE DISCUSSION
(2:00-2:30PM)
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, we will discuss key takeaways from today's meeting and open the floor for ANA Digital Marketing Committee members to suggest topics for future meetings.

Facilitator:
Tom Cunniff, ANA Digital Marketing Committee Chair

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Next Meeting(s)

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