Joint Meeting With Digital Marketing & TV
|Begins:||Wednesday, November 17, 2010 at 9:30am|
|Ends:||Wednesday, November 17, 2010 at 2:30pm|
111 Eighth Avenue (between 15th & 16th Streets)
New York, NY (Google) 10011
Meeting notes are available to current, logged in Members only.
9-9:45am Networking Breakfast
9:45-10:00am Introductions, Review of Agenda
I. GOOGLE CREATIVE LAB (10:00am-11:00am)
The Google Creative Lab launched an experiment last year called "Google 5" where the company reached out to 12 advertising and design schools searching for strong talent to work inside the Creative Lab for a year and then be sent out into the industry. With the "Google 5", the company gets new creative talent and the industry gets young talent that will fuel the ecosystem of the industry. In this session, Ed Sanders, Senior Marketing Manager, Creative Lab at Google will discuss the evolution of the Google Creative Lab and how they have impacted the ad industry.
Ed Sanders, Senior Marketing Manager, Creative Lab - Google
II. KRAFT CASE STUDY (11:15am-12:15pm)
Capri Sun had lost its cool with kids 6-12 and faced a price increase, so Kraft tasked marketing communications with improving the perceived value of the brand. Rooted in kids' desire to be daring, 'Respect the Pouch' came to life in television, gaming & YouTube, making Capri Sun more famous to kids than Nike. The campaign was very successful as profit increased far above 17.6%, the CEO credited Capri Sun as a big factor in Kraft Corporate's Q2 2009 11% profit increase, and Wal-Mart took 5 additional SKUs. In this session, you will hear the Effie award-winning case study on how Kraft, despite all odds, grew profitability and made the Capri Sun brand cool again.
Vinay Sharma, Director of Capri Sun Beverages - Kraft Foods
Joan Dufresne, Senior Partner, Group Planning Director - Ogilvy & Mather
III. DEVELOPMENTS IN EUROPEAN TELEVISION AND NEW MEDIA (1:00pm - 2:00pm)
The egta is a European trade association that gathers the sales house (and/or commercial departments) of over 150 major national public and private television channels which operate in 30 European as well as 6 non-European countries and collect over 50 billion dollars per year. In this session, the egta will update committee members on new developments in Europe related to TV, mobile, and new media. We will also encourage ANA Digital Marketing and ANA TV & Video Committee members to share any relevant US media developments and trends along with examples of case studies within your organizations.
Katty Roberfroid, Director TV - egta
Heikki Rotko, Executive Vice President, Deputy Chief Executive Officer - MTV Oy
IV. OTHER ISSUES (2:00pm-2:30pm)
We will solicit ideas for future meetings and open the floor for any other areas of discussion.