Sponsorship & Event Marketing

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NETWORKING LUNCH (12:00 – 12:45PM)
WELCOME AND INTRODUCTIONS (12:45 – 1:00PM)


I. LIVE NATION: THE POWER OF LIVE MUSIC (1:00 – 1:45PM)
Live music isn't just magic for fans, it's magic for marketers! As the global leader in live entertainment, Live Nation has direct access to millions of fans through our venues, festivals and digital channels. In this session, be one of the first to hear findings from Live Nation's groundbreaking Global Live Music Fan Study. We'll share real examples of how the power of live music makes brand experiences more impactful.

Speakers:
Amanda Fraga, VP, Fan Intelligence – Live Nation
Suzanne O'Neill, SVP, Experiential & Event Production – Live Nation
Joe Ventura, SVP Brand Partnerships  Live Nation
Darin Wolf, EVP, Client Service – Live Nation

II. IMPROVING SPONSORSHIP ACCOUNTABILITY METRICS  (1:45 – 2:20PM)
The ANA partnered with MASB (Marketing Accountability Standards Board) on this project to provide greater insight and guidance into sponsorship measurement. Marketing expenditures on sponsorship have increased considerably over the past several years, but progress in measuring and assessing sponsorship's business impact has been marginal, according to the study. In this session, we will provide an update on the work with MASB, and independently, to identify more specific best practices and guidelines for sponsorship measurement.

Speakers:
Bill Duggan, Group EVP, Committees, Conferences & Sponsorship  ANA
Pamela Gross,
Sr. Manager, Content Marketing, Committees & Conferences  ANA


NETWORKING BREAK (2:20 – 2:45PM)


III. BUD LIGHT: SCALING A WINNING PLATFORM
 (2:45 – 3:30PM)
Three years ago, Bud Light launched the Dive Bar Tour with Lady Gaga and transcended music culture by taking the biggest artist in the world into some of the smallest and most infamous venues in the country. This laid the ground work for a platform that has since become Bud Light's backbone in music and allowed the brand to own a unique piece of the music world that is meaningful to both consumers and artists alike. We will spend time exploring the roots of the program, what has made it successful, and most importantly how we have scaled the concept while not losing the program's integrity.

Speaker:
Ryan Mortimer, Head of Music & Entertainment – Anheuser-Busch


III. MEMBER ROUNDTABLE DISCUSSION (3:30 – 4:15PM)
This is your time! Engage your fellow committee members in open discussion around pressing issues and hot topics in sponsorship and event marketing. Topics might include technology, data integration, live events, and measurement and evaluation of sponsorship programs. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance via email to pgross@ana.net and we will use your suggestions to guide the conversation.

Facilitators:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA


NETWORKING HAPPY HOUR HOSTED BY LIVE NATION (4:15 – 5:15PM)
Please join us for a networking happy hour immediately following the meeting! Rooftop access weather permitting. Thanks to our hosts at Live Nation!