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Date & Time
Starts: Thursday, April 15, 2010 at 9:30am
Ends: Thursday, April 15, 2010 at 2:30pm
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Location
ANA Headquarters
708 Third Avenue
33rd Floor
New York, NY 10017
Agenda
ANA INTEGRATED MARKETING
COMMITTEE MEETING
Thursday, April 15, 2010
@ ANA Headquarters
708 Third Avenue, 33rd Floor
New York, NY 10017
9:30am - 2:30pm
AGENDA
Theme: Marketing
Accountability/Measurement
I. INTEL CORPORATION: ADVANCING DIGITAL MEASUREMENT (9:45am-10:45am)
To measure what matters, it is critical to understand the level of engagement marketers create with their audience. Intel and OMD have architected and implemented an automated measurement system that quantifies the level of engagement each online ad placement creates with end users. And, as a global brand, Intel is able to do this globally, even in markets where the online advertising landscape is less mature and “clean” metrics are notoriously hard to capture.
Speaker:
Arlene Villanueva, Global Media Director – Intel Corporation
Chris Whalen, Global Account Director – OMD
II. IBM CORPORATION (11:00am - 12:00pm)
Understand how the IBM Corporation implements successful integrated campaigns through successful management of internal and external partners. Eric Andrews, Vice President, Demand Programs Strategy & Management Systems at IBM Corporation will also discuss their best practices in measurement and accountability.
Speaker:
Eric Andrews, Vice President, Demand Programs Strategy & Management Systems at IBM
III. OPTIMIZING COMMUNICATION STRATEGY AND EFFECTIVENESS (1:00 - 1:45pm)
Marketers are constantly challenged with demonstrating ROI and effectiveness on their marketing/media investments. Millward Brown developed their proprietary Link 360 model to help marketers optimize communications as they move through the creative development process with their agencies. Millward Brown will discuss how the Link 360 model works and share a case study from a client-side marketer to demonstrate results.
Speaker:
Ann Green, Senior Vice President, Marketing Solutions - Millward Brown
IV. MEMBER ROUNDTABLE DISCUSSION (1:45pm - 2:15pm)
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 Integrated Marketing Committee/Medill Case Study Project Update:
Nicole Ames will provide a brief update on the status of the case study project the ANA Integrated Marketing Committee and Medill are working on.
Facilitator:
Nicole Ames, Senior Marketing Communications Specialist - Liberty Mutual Group
b. Breaking down functional silos within your corporation
ANA Integrated Marketing Committee January 2010 survey results found that the biggest challenge to applying IMC at your organization is breaking down functional silos (38% of respondents). This session will provide an open forum for committee members to share their success stories and challenges in this area.
Facilitator:
Amy Fuller, Chair of ANA Integrated Marketing Committee
V. OTHER ISSUES (2:15-2:30pm)
We will solicit ideas for future meetings and open the floor for any other areas of discussion.
Facilitator:
Amy Fuller, Chair of ANA Integrated Marketing Committee