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Date & Time
Starts: Wednesday, November 12, 2008 at 9:00am
Ends: Wednesday, November 12, 2008 at 2:30pm
Location
Northwestern University's Medill School
The McCormick Tribune Center, Main Floor-The Forum
1870 Campus Drive
Evanston, IL 60208
Agenda
Tuesday, November 11, 6:30-8:30pm
The publisher, staff and Advisory Board of the Journal of Integrated Marketing Communications (JIMC) warmly welcomes ANA members to a launch celebration of the 2009 journal. The event will be held Tuesday evening, November 11 from 6:30-8:30pm at Northwestern University in Scott Hall (directly across from the University Arch), Guild Lounge. Please join us in celebrating the contributions of 9 authors from marketing practice and academia, as well as the nearly 30 graduate Medill IMC students who edited and produced the journal. Please RSVP to jimc@northwestern.edu.
Published annually, this journal of best practices publishes thought-provoking articles from leading minds in marketing practice and academia. The mission of JIMC is to produce a forum for communications industry professionals and academia to discuss the theory and application of IMC.
Wednesday, November 12, 9am-2:30pm
Where: The McCormick Tribune Center; main floor - The Forum; 1870 Campus Drive, Evanston Campus
60208
Map is here -- http://aquavite.northwestern.edu/maps/buildinglookup.cgi?lookupid=211
9-9:30am Networking Breakfast
9:30-9:45am Introductions and review of agenda
I. INTEGRATED AGENCY MODEL FROM PUBLICIS (9:45-10:45am)
The Publicis Groupe recently introduced an integrated agency model designed to foster greater cooperation between sibling agencies in different disciplines. Clients and account leaders say the changes make it easier for them to integrate their messages across multiple platforms, change the mix of agency personnel without new paperwork or invoices and, perhaps most important, to hold one person accountable for the work of an entire multidisciplinary roster. This new model is reshaping the way the holding company-which includes Leo Burnett, Starcom (media), Arc (promotion) and Digitas (digital)- handles some of its largest clients.
Speakers:
Catherine Guthrie, President International Clients - Leo Burnett Worldwide
Denise Fedewa, EVP, Global Planning Director - Leo Burnett Worldwide
Alison McConnell, Chief Marketing Officer - Leo Burnett Worldwide
II. ANA INTEGRATED MARKETING COMMITTEE PANEL DISCUSSION (11am-12noon)
Earlier this spring, the ANA issued a White Paper, Integrated Marketing, 3rd Edition: Barriers and Opportunities, detailing the findings from an online survey of 200 marketers. The study indicated there are multiple challenges faced by marketers in the development and execution of integrated marketing programs including organizational barriers, ability to achieve strategic consistency, lack of skill sets and difficulty defining clear and measurable metrics. As such, only 25% of the respondents rated the quality of their IM efforts as excellent or very good.
This panel of marketers will explore and discuss best practices that can be implemented to elevate the quality of integrated marketing programs.
Facilitators: Bill Duggan and Linda Narbey - ANA
Panelists:
Amy Fuller, Committee Chair, and Group Executive, Americas Marketing -MasterCard Worldwide
Tom Hayden, JD, IMC Faculty/Lecturer - Medill School
Lisetta Sobaski, Senior Project Manager, Integration - T-Mobile
Jackie Woodward, Vice President, Marketing Services - MillerCoors
III. DEVELOPING INTEGRATED MARKETING PROFESSIONALS (after lunch)
Integrated marketing ranked as the top concern among client-side marketers, for the second year in a row, according to an ANA poll. As marketers cope with the challenges of managing integrated marketing, there is a need to emphasize proper development and training of cross-disciple skill sets for integrated marketing professionals. Pioneered at Medill, the graduate program in Integrated Marketing Communications at Northwestern educates students for careers in marketing communications and branding. The program is customer-centric, and data and insight driven. Top marketing organizations need forward-thinking professionals who can implement a customer-focused approach that is critical to their future success. Medill will share their ideas on developing integrated marketing professionals - including teaching philosophies for their students and suggestions that ANA members can implement with their employees.
Speaker: Frank Mulhern, PhD., Associate Dean for Research - Medill graduate program in Integrated Marketing Communications
IV. STUDENT CASE STUDY
The final session of the meeting will be conducted by a group of 5th quarter IMC students who will be graduating in December. They will share the results of their efforts this past summer on behalf of Kraft and DraftFCB in Shanghai, and how they applied the principles of IMC to development and distribution of a new line of breakfast products to the Chinese marketplace.
Parking
The south entrance to campus off Sheridan Road leads right to a parking garage. Anyone who parks there should come into The McCormick Tribune Center (the meeting venue), for a pass to put on their rear view mirror. MTC is only about 30 yards from the garage. If you pull up the campus and locate MTC, you'll see the garage just to the east.
Suggested hotels in the area:
Hotel Orrington
1710 Orrington Avenue
Evanston, IL 60201
http://www.hotelorrington.com/
1-847-866-8700
Hilton Garden Inn
1818 Maple Avenue
Evanston, IL 60201
http://www.hilton.com/
1-847-475-6400