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Joint Meeting With Digital Marketing & TV

This event has ended.
Begins: Thursday, November 17, 2011 at 9:00am
Ends: Thursday, November 17, 2011 at 2:30pm
Location: Colgate-Palmolive Company
300 Park Avenue
7th Floor, Learning Center 3
New York, NY 10017

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

9:00-9:45am Networking Breakfast
9:45-10:15am Introductions, Review of Agenda


I. COLGATE-PALMOLIVE CASE STUDY
(10:15am-11:15am)
Colgate-Palmolive will share a case study of one of their integrated marketing campaigns. In this session, Colgate-Palmolive will share their best practices behind a good example of using multiple touch points that work together to deliver significant results for one of their new product launches.

Speakers:
Scott Campbell
, General Manager, IMC - Colgate-Palmolive|
Mindel Klein
, Director of Digital Marketing - Colgate-Palmolive
Kim Canfield
, Media Director - Colgate-Palmolive


II. MAKING MARKETING MAKE SENSE (3MS) (11:30pm-12:15pm)
The Cross Platform Measurement initiative, Making Marketing Make Sense (3MS) was launched in March 2011 by the ANA, IAB and the 4A's in order to develop digital metrics and advertising currency that facilitate the cross-platform measurement and evaluation of media. The lack of consistent approach to measuring and assessing the effects of digital media has resulted in a cacophony of competing and contradictory measurement systems, contributing to a complex and costly supply chain for the industry. From the marketer's perspective 3MS will:

  • Improve the ability to demonstrate the effectiveness of overall marketing efforts
  • Provide increased proof of value to support cross-platform spends
  • Enhance understanding of ad performance leading to increased impact with fewer dollars
  • Potentially allow hard dollar savings to be redeployed to higher-impact activities
  • Frees up internal and agency resources that no longer need to interpret digital ad performance.

It has been estimated that advertisers could save $35-$50 million annually and agencies could save $40-$75 million a years if these solutions are adopted.

In this session, Duke Fanelli, SVP, Marketing & Communications - ANA will provide an update on this very important industry initiative.

Speaker:
Duke Fanelli
, SVP Marketing & Communications - ANA


III. MEMBER ROUNDTABLE DISCUSSION: AGENCY TRADING DESKS (12:45am-1:30pm)
In this session, we will have a follow-up discussion on the agency trading desks panel session at our last ANA Digital Marketing Committee meeting on September 23rd. Committee members will have the chance to hear from Joanna O'Connell, Senior Analyst - Forrester Research, Inc. who will share her unbiased views on this issue and provide advice to client-side marketers.

Facilitator:
Joanna O'Connell
, Senior Analyst - Forrester Research, Inc.


IV. ANA ADVOCACY UPDATE: ICANN
(1:30pm-2:00pm)
The International Corporation for Assigned Names and Numbers (ICANN) is the international non-profit group that is responsible for coordinating the Internet addressing system. On June 20, ICANN approved a plan to greatly expand the availability of generic top level domain names, or "gTLDs, " (such as .com or .org or .net). Under this plan, a company or individual anywhere in the world could purchase a new gTLD that includes virtually any word or phrase, including company or brand names. Thus, a domain name broker, a cybersquatter or even a competitor could attempt to purchase a new gTLD name that includes your company's brands.

ICANN has been considering this plan for several years and ANA and other groups have expressed our strong objections, but those concerns have fallen on deaf ears. This new plan from ICANN has multi-million dollar implications for your company and its brands. ANA believes it would cause irreparable harm and damage to the entire online business community. It would throw the domain name universe into substantial confusion for both marketers and consumers.

In this session, Dan Jaffe, EVP Government Relations - ANA will provide an update on this very important industry issue.

Speaker:
Dan Jaffe
, EVP Government Relations - ANA


IV. MEMBER ROUNDTABLE DISCUSSION: IDEAS FOR MEASUREMENT EVENT
(2:00-2:30pm)
We will provide an update on the ANA 2012 TV & Everything Forum and would like to solicit ideas for a potential pre-conference event held the day before on measurement.

Facilitators:
Jane Clarke
, Managing Director - Coalition for Innovative Media Measurement
Marni Gordon, Senior Director, Committees - ANA

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