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NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)
I. WELCH'S GRAPE JUICE: SHARING WHAT'S GOOD THROUGH VINE (10:00 – 11:00AM)
In this session, Erin Walsh, Assistant Marketing Manager, Digital – Welch's, Jason Wright – Group Strategy Director – VIA, and Scott MacLeod, Director of Analytics and Insights – VIA will share their powerful social campaign "Pass the Glass" where they harnessed the power of the grape vine to help families in need by inviting people to film videos of themselves, family members or friends passing a glass of juice and posting it to social media channels using the hashtag #ShareWhatsGood. This video has become the world's longest Vine video. They will share key insights that led to this campaign, full details, results, and lessons learned on this powerful social media tool.
Erin Walsh, Assistant Marketing Manager, Digital – Welch's
Jason Wright, Group Strategy Director – VIA
Scott MacLeod, Director of Analytics and Insights – VIA
II. ANA MEMBER ROUNDTABLE DISCUSSION: DIGITAL ADVERTISING BOT TRAFFIC (11:15AM – 12:15PM)
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 kick off the discussion with a hot issue facing the industry now – digital advertising traffic bots. According to the Wall Street Journal, about 36% of digital advertising traffic is considered "bot" traffic which cheats advertisers out of valuable dollars. We will explore this issue further in this session and brainstorm how we, as an industry can elevate the conversation.
Tom Cunniff, ANA Digital Marketing Committee Chair
LUNCH (12:15 – 1:00PM)
III. ORGANIZING TO WIN IN DIGITAL THROUGH COLLABORATION: CASE STUDY (1:00 – 2:00PM)
What happens when a brand born in 1922 decides to revive itself in 2014? Reader's Digest is a 90-year-old brand, but found it's readership declining and was struggling to remain relevant among an increasingly digital audience. Over the last year, they have partnered with their advertising agency, DiMassimo Goldstein, to completely re-brand themselves to appeal to a more digitally-savvy audience. In this session, Leslie Dukker Doty, Chief Marketing Officer – Reader's Digest and Mark Dimassimo, Chief Executive Officer & Creative Director - DiMassimo Goldstein shared the work, results, key insights, and integration/collaboration secrets to success that allowed this to be an extremely successful endeavor.
Leslie Dukker Doty, Chief Marketing Officer – Reader's Digest
Mark Dimassimo, Chief Executive Officer & Creative Director – DiMassimo Goldstein