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Date & Time
Starts: Tuesday, February 23, 2010 at 9:30am
Ends: Tuesday, February 23, 2010 at 2:30pm
Location
ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017
To Attend Via Phone and Webinar
Members: Please log in above to view webinar and dial-in detail.
Agenda
I. ANA Advocacy Update - Implications of THE NEW political reality (9:45 - 10:45)
Advertising and marketing are under unprecedented attack in Washington. With Congress preparing to debate the potential creation of a new mega-agency to oversee financial products (including marketing) and the most significant changes to the Federal Trade Commission in a generation, the regulators are in ascendance. This has the potential to affect all aspects of the industry: from green marketing to celebrity endorsements, from DTC prescription drug advertising to food and beverage marketing. Learn what all this activity in DC means for your bottom line.
Speaker: Daniel L. Jaffe, Executive Vice President, Government Relations - ANA
II. Listening & Leading: Managing Brands in the Age of Consumer Control (11:00 - 12:00)
Consumers are louder and bolder, aided by social media and a proliferation of viral "monitoring" devices to capture and share every brand experience or service nuance. Video, mobile, and social networks are intensifying this trend. This puts a massive spotlight on brand credibility, and requires brands to more proactively listen to and engage in consumer conversations. This session will examine the basics of online brand monitoring. What are the options out there, and how can the data be analyzed, disseminated and activated and engaged with social media? Additionally, this session will highlight best in class case studies in how brands proactively enter and engage the conversation.
These questions will be answered:
A. What is the right listening platform to get brands started with social media monitoring?
B. What metrics and key performance indicators (KPIs) are most important for brands?
C. In what ways do the monitoring imperatives and requirements change based on situation? Is it more important when the product is launched?
D. In what ways should "earned media" from online conversation be converged with paid inputs to tell a more complete story?E. What is the role of customer service and CRM in the listening equation?
Speaker: Pete Blackshaw, EVP of Digital Strategic Services - Nielsen
III. MEMBER ROUNDTABLE DISCUSSION (1:00 - 2:00)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies. We'll discuss:
A. ANA/4A's Procurement Survey
Procurement has now been a force in marketing services for about a decade. But for every success story, there are reports of procurement bad behavior.
This survey will take the pulse of, internal clients, and agencies on the state of marketing procurement. The results will be shared and discussed at the up-coming ANA Advertising Financial Management Conference but first we would like your input on the survey.
Facilitator: Bill Duggan, Group EVP - ANA
B. How Does Procurement Define Cost Savings?
Are marketing and procurement speaking the same language? Are their goals aligned? Do they see value the same way? It seems as if the code is about to be broken and then something happen that sets the relationship back. What's missing from the discussion that would bridge the gap between these two groups?
Facilitator: Jim Zambito, Executive Director, Agency Relations and Finance Controller - Johnson & Johnson