Media Leadership, West Coast Chapter

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NETWORKING BREAKFAST (9:00 - 9:45)
INTRODUCTIONS (9:45 - 10:00)

THEME: MOBILE - "YESTERDAY, TODAY, AND TOMORROW"

I. CHARLES SCHWAB & CO.,INC. MOBILE CASE STUDY (10:00 - 10:45 AM)
How do you effectively tell the story of a complex investment product? What's the best way to drive engagement and awareness for a promotion? In this session, Gregory Comolli, Senior Manager, Brand Advertising- Charles Schwab & Co, Inc. will share a case study on how Charles Schwab & Co, Inc. leveraged mobile to promote two very different business initiatives and the media strategies behind them.

Speaker:
Greg Comolli, Senior Manager, Brand Advertising- Charles Schwab & Co, Inc.
Megan Stepanek, Senior Media Manager - Charles Schwab & Co, Inc.

II. OLD NAVY SESSION (10:45-11:30am)
If today's hottest music icons can create their own fashion labels, why can't one of today's fashion icons create its own music? With every new fashion trend, Old Navy has invented its own original hit. This Spring, Old Navy took its original styles to the world of music, creating a new song for every hot new look.

As part of the new Old Navy Records music campaign, Old Navy created a new way for people to interact with its fashion in a way they already interacted with music – through Shazam. By using the mobile music discovery app on TV commercials, radio spots and in-store announcements, people could shop the featured looks from Old Navy's original songs in an innovative mobile store, as well as unlock giveaways, see styling tips and download the extended version of each song all right on their phones.

In this session, Michele Schuh, Director, Media, Old Navy Marketing – Old Navy, will provide an inside look behind the Old Navy Records campaign and share key lessons learned with committee members.

Speaker:
Michele Schuh, Director, Media, Old Navy Marketing – Old Navy

III. MEMBER ROUNDTABLE DISCUSSION: MOBILE - WHAT KEEPS YOU UP AT NIGHT? (11:30 - 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, ANA West Coast Media Leadership Committee Members will be asked to share what issues around mobile “keep them up at night” and share best practices to help their peers. We will also ask for members to share their views on what they think is wrong with mobile today in the industry and what we can do as ANA West Coast Media Leadership Committee members to fix it.

Facilitator:
Alison Fowler, Director, Media, Central Marketing – Charles Schwab & Co, Inc.

LUNCH (12:15 - 1:00PM)

IV. WHERE IS MOBILE TODAY? (1:00-1:45PM)
Learn from leading agency and mobile media/technology experts as they share their views on mobile and where it stands today. In this session, we will also discuss the key issues client-side marketers need to be aware of.

Moderator:
Alison Fowler, Director, Media, Central Marketing – Charles Schwab & Co, Inc.

Panelists:
Jack Hallahan, VP Mobile Innovations– Mojiva
Harsh Jawharkar, Director Mobile and Tablet – Charles Schwab & Co, Inc.
Matt Nessier, VP Group Media Director - UM (San Francisco)
Marcus Startzel, General Manager, North America – Millennial Media

V. MOBILE "TOMORROW": TECHNOLOGY INNOVATIONS AND KEY ISSUES (1:45-2:30PM)
In this session, Debra Weissman, Vice President, Livestand and Mobile Products – Yahoo! will share her thoughts on the current state of mobile and their vision for the future.