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Thursday, November 5
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| 12:00pm |
Registration Opens |
| 6:00pm |
Facebook Welcoming Reception |
| 7:30pm |
AOL Dinner |
| 10:00pm |
Yahoo! Post Reception |
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Friday, November 6
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| 7:15am |
Lippincott Breakfast
Brand Legends: Connecting Great Stories with Great Experiences
In an age of the connected consumer and radical transparency, maintaining a brand's position has become increasingly complex. Does perception drive reality or reality perception? The strongest brands owe their success to a clear alignment of their brand positioning with communications and customer experience. The foundation rests with a clear and relevant brand story, but some brands miss the mark or lose their ground. What matters most in driving demand? What measurements can be adopted to sustain a compelling brand story and customer experience? In this discussion, we will review a new diagnostic tool for ensuring the most-successful alignment and share research on which brands do this best.
John Marshall
Senior Partner, Director of Brand Strategy
Lippincott
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| 8:15am |
General Session
Bob Liodice
President and Chief Executive Officer
ANA
View Presentation
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Walmart - Saving Money, Living Better, Accelerating Growth
Walmart has been the bright spot in an otherwise lackluster retailing segment. Stephen Quinn, Walmart's CMO, will discuss the company's return to its heralded, and updated, brand-building strategy "Save Money. Live Better." In these tough times, customers have come to trust in Walmart's promise of value and quality-ingredients that have fueled substantial revenue, profit and share-of-market growth. Mr. Quinn will explain how the strategy has been invigorated with increased media spending, customer segmentation and an emphasis on multicultural markets, marketing analytics and improved in-store experiences.
Stephen F. Quinn
Executive Vice President and Chief Marketing Officer
Walmart
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Verizon - Growth Via Transformation
Over the past decade, Verizon has transformed itself from a landline telephone company to a dynamic wireless, touch-screen services company. CMO John Stratton will discuss the outcomes of years of savvy and significant investing and brilliant marketing. The "FiOS" and "Can You Hear Me Now?" campaigns have become legendary. Cable, satellite and telecom competition is fierce and expensive. With across-the-board ingenuity and brilliant integrated marketing, Verizon has become a superb growth story, even in the toughest of times.
John Stratton
Executive Vice President and Chief Marketing Officer
Verizon Communications
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McDonald's - I'm Loving Growth
At a time when Americans are cutting back on discretionary spending, McDonald's found a way to retain customers and, in fact, grow them. CMO Neil Golden will explain that the time was perfect for investment-investing in stores, menu additions, quality and increased media. With key offerings on its Dollar Menu, healthy food alternatives and the new McCafé coffee lineup, McDonald's found the right balance to attract the attention of recession-weary consumers-consumers who were looking for affordable out-of-home alternatives.
Neil Golden
Senior Vice President, Chief Marketing Officer
McDonald's USA, LLC
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MillerCoors - Growth is "Overflowing"
In the highly competitive and mature beer industry, MillerCoors is driving strong revenue growth. Its efforts have been so successful that the company earned recognition from Advertising Age as Marketer of the Year and BrandWeek as Grand Marketer of the Year. CMO Andy England will explain how MillerCoors delivered growth in five of its six focus brands despite a sagging economy and heated competition. Mr. England's nimble strategy of reinforcing key brands' core positioning, along with innovations in packaging, sponsorship and media, have built the business and driven imperative brand growth.
Andrew J. England
Chief Marketing Officer
MillerCoors LLC
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| 12:30pm |
New York Times Luncheon
Gretchen Morgenson is assistant business and financial editor and a columnist at The New York Times. Ms. Morgenson has covered the world financial markets for The Times since joining the paper in 1998 and won the Pulitzer Prize in 2002 for her "trenchant and incisive" coverage of Wall Street. Her new book The Capitalist's Bible: The Essential Guide to Free Markets--and Why They Matter to You is the essential reference on capitalism and how it works.
Gretchen Morgenson
Assistant Business and Financial Editor, Columnist
The New York Times
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| 2:00pm |
General Session contd.
IBM - Fueling Strong Growth With Accountable Marketing
At a time when technology budgets are being slashed, IBM has increased its leadership in the highly profitable services sector. Diane Brink, SVP, marketing, will explain how the computer technology giant remains steadily focused on long-term brand strategies and enhancing its renowned marketing accountability program. The second most-valuable brand in the world according to Interbrand and BusinessWeek, IBM is grounded in a disciplined process that starts with a cross-functional marketing and finance team that reviews all activities, and the payoff has been tremendous. IBM exceeded analysts' fourth quarter profit expectations in 2008 and issued a 2009 earnings forecast higher than the Street projected.
Diane Brink
Vice President, Marketing, Global Technology Services
IBM Corporation
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The New Advertising Age
Ad Age offers up a 15-minute tour around the marketing and media world that identifies not only the most powerful forces at work in the business today, but also the emerging trends that'll impact adland in 2010 and beyond.
Jonah Bloom
Editor
Advertising Age
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Google - Innovation Spurs Growth
Google has continued its reign as the world's most-powerful brand for the fourth consecutive year, according to Advertising Age and Millward Brown's annual BrandZ Report. Eric Schmidt, chairman and CEO of Google, will discuss the future of the Internet and the new opportunities that digital advertising will offer innovative marketers to connect with consumers.
Eric Schmidt
Chairman and Chief Executive Officer
Google Inc.
View Snapshot
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3:45pm
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Adjournment |
5:30pm
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ANA Members-Only Business Meeting Sponsored by Active International |
6:30pm
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Forbes.com Reception For All |
| 7:30pm |
A&E Television Networks Dinner
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| 9:30pm |
Casino Night Sponsored by Active International |
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Saturday, November 7
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| 7:15am |
ANA Alliance for Family Entertainment Breakfast
Don't sleep in if you want to learn how to gain a greater advertising ROI! ANA Alliance members Procter & Gamble and Walmart will discuss how they expect to obtain a 30 percent increase in advertising effectiveness by placing advertising in appropriate content. The ANA Alliance for Family Entertainment uncovered this startling finding after conducting proprietary research in response to members' concerns that there weren't enough family programs to optimize their marketing dollars. If you want to learn how to significantly increase the impact of your advertising by maximizing the value of appropriate content, join us at breakfast.
Edgar Sandoval
General Manager, Marketing, North America
The Procter & Gamble Company
Ben Simon
Director, Walmart Brand Marketing
Walmart
Barbara Bacci Mirque
Executive Vice President
ANA
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| 8:15am |
General Session
Bob Liodice
President and Chief Executive Officer
ANA
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Havas Worldwide - Creativing Good
There is no more-important component to growth than creativity. But creativity can be used for so much more to affect the issues facing our world today. Havas Worldwide Global CEO David Jones will share his view on both the importance of creativity in growing businesses, as well as its importance in driving awareness and change. Through success stories from campaigns with some of Euro RSCG's key clients, David Jones will reinforce the various ways that clients can be creative, capture consumers' minds and hearts, and also contribute to having an effect on some of the most pressing global issues we are facing today.
David Jones
Global Chief Executive Officer
Havas Worldwide
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Charles Schwab - "Talk to Chuck" = Growth
One of today's most-innovative marketing campaigns is Charles Schwab's "Talk to Chuck" campaign. Campaign architect and CMO Becky Saeger will explain that at a time when confidence in the financial markets eroded, "Talk to Chuck" provided consumer comfort, counsel and straight talk. With that came consumer retention and a flood of new customers that wanted a place to turn to for expert and reliable advice. In an industry where growth has been hard to come by, Ms. Saeger is driving business and brand growth that defies conventional wisdom. Combined with the unique rotoscope television commercials, Charles Schwab is taking an unconventional route to a conventional goal-revenue growth.
Rebecca Saeger
Executive Vice President and Chief Marketing Officer
The Charles Schwab Corporation
View Snapshot
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Creative That Inspires the Nation
For over 67 years, the Advertising Council has leveraged our industry's best talent and resources to create positive social change. Learn how agencies, advertisers and the media come together to address today's most-pressing social issues through comprehensive communications programs that achieve measurable outcomes.
Peggy Conlon
President and Chief Executive Officer
The Advertising Council
Brian D. Perkins
Corporate Vice President, Corporate Affairs, Johnson & Johnson
Chairman, The Advertising Council
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Method's Method for Green Growth
If you get product experience right, everything else just falls into place. At least that is how Eric Ryan, chief brand architect and co-founder of Method, sees it. One of the fastest-growing private companies in America, Method has single-handedly turned the consumer packaged goods industry on its head with the roll out of its environmentally safe cleaning products. Mr. Ryan will discuss how Method brought green into the mainstream by turning a concentrated consumer base into brand advocates, focusing on product experience over end result, treating package design as media, and living the values of the brand, all while spending billions less on marketing than its competitors.
Eric Ryan
Chief Brand Architect, Co-Founder
Method Products, Inc.
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The Kodak Growth Moment - Overhauling an Icon
The digital revolution ushered in astounding and challenging changes over the last decade. Few companies have had to undergo such dramatic restructuring as Kodak. In mid-2009, Kodak announced the end of Kodachrome production, marking the conclusion of its 74-year run as a photography icon. However, from these events emerged a stronger, growth-focused "new" Kodak. CMO Jeff Hayzlett will frame the transformation and outline the product and marketing restructuring that repositioned Kodak to successfully compete for the long term. Mr. Hayzlett will discuss the creativity and ingenuity that were necessary to ensure that there will be plenty of Kodak Moments in the future.
Jeffrey W. Hayzlett
Chief Marketing Officer and Vice President
Eastman Kodak Company
View Snapshot
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| 12:00pm |
Golf Tournament Sponsored by Admira, a Microsoft Advertising solution
Tennis Tournament
CMO Roundtable Sponsored by SAS
The Shift: Transformation of Today's Marketers Into Tomorrow's Growth Leaders
The days of marketers operating in a vacuum, with marketing and business strategies devised independently, are ending. The best marketers are now creating integrated perspectives that start with their companies' growth objectives. Scott Davis' book The Shift explores the five shifts marketers must undertake to fundamentally shift the role of marketing and help drive the growth agenda and bottom-line results. A panel of CMO "growth leaders" will provide perspectives on how they have successfully shifted the role of marketing within their organizations.
Scott Davis
Senior Partner
Prophet
Mark Addicks
Senior Vice President, Chief Marketing Officer
General Mills, Inc.
Joan Chow
Executive Vice President and Chief Marketing Officer
ConAgra Foods
Barry Judge
Chief Marketing Officer
Best Buy Co., Inc.
James D. Speros
Executive Vice President and Chief Marketing Officer
Fidelity Investments
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| 5:45pm |
ANA Member Representatives Reception Sponsored by House Party |
| 7:00pm |
Reception For All Sponsored by Nielsen |
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Meredith Sixth Annual Evening of Inspiration |
| 8:00pm |
Dinner
Jane Krakowski
Actress/Singer
Jane Krakowski currently stars as "Jenna Maroney" in NBC's Emmy Award-winning 30 Rock. Ms. Krakowski, along with the 30 Rock cast, won the 2008 Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Comedy Series. She previously won Tony, Drama Desk, Outer Critics and Olivier awards. Other Broadway credits include Company, Once Upon a Mattress, Tartuffe, Starlight Express and Damn Yankees. Ms. Krakowski earned a Golden Globe nomination for her work in Ally McBeal. She starred in Pretty Persuasion and the remake of Alfie and made her film debut in National Lampoon's Vacation.
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| 10:00pm |
Post Reception
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Sunday, October 19
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| 7:15am |
Breakfast Sponsored by Catalina Marketing
_____________________________________________________
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| 8:15am |
General Session
Bob Liodice
President and Chief Executive Officer
ANA
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Dairy Queen: A Blizzard of Growth
The Dairy Queen brand has been one of the most iconic, beloved brands in the restaurant and food industry. Despite difficult times, Dairy Queen continues to grow. CMO Michael Keller is the chief brand architect reinventing how Dairy Queen connects with consumers. Historically, Dairy Queen grew through "brick and mortar" expansion; however that strategy has been transformed. Mr. Keller is now leveraging the Internet, social media, and gaming to substantially grow Dairy Queen business results and overall brand equity. He will share his proprietary "Touchpoint Wheel," the basis for all branding initiatives, as well as strategic insights on brand building and how DQ has grown exponentially by developing and improving its methods to connect with consumers and drive sales in today's environment.
Michael Keller
Chief Brand Officer
Dairy Queen
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Fender - Growth Rocks On
Fender has been a symbol of rock 'n' roll for over half a century and more recently has overcome the challenge of balancing its legacy with brand relevancy. CMO Richard McDonald will discuss how Fender developed innovative campaigns aimed at engaging consumers in authentic and powerful ways, while constantly advancing its vital brand heritage. Fender has achieved stellar growth by simultaneously appealing to a new audience of kids and teens, who are less familiar with the brand, and to parents, during a time of lifestyle fragmentation. Mr. McDonald, will explain how Fender achieved brands relevancy and leveraged acquisitions to outperform competitors at a time when brand loyalty was diminishing.
Richard McDonald
Senior Vice President, Global Marketing
Fender Musical Instruments Corporation
View Snapshot
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Dunkin' Donuts: Even in Tough Times, You ‘Kin Grow
Many brands would give anything to be able to sit back and relax, well-positioned in their categories, with a clear focus on value in these economic times. Yet while its products are extremely relevant in the current economy, Dunkin' Donuts is doing anything but resting on its laurels. The company is increasing its advertising spend and utilizing a variety of traditional and social media to keep the brand relevant and growing in this tough economic climate. Cynthia Ashworth, Vice President of Consumer Engagement, will show how Dunkin' continues to grow by tapping all forms of media and messaging to attract new customers, while keeping core patrons passionate and engaged.
Cynthia Ashworth
Vice President, Consumer Engagement
Dunkin' Donuts
View Snapshot
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Dialed In to Growth
Brad Casper, Dial's president and CEO, is one marketing leader who understands the value of spending during a recession. In 2009, for the first time since he became CEO of the notoriously economical company four years ago, all five of Dial's largest brands simultaneously implemented extensive consumer marketing campaigns. Even more amazing, Dial's spend is still smaller than many of its key competitors. Through careful creativity and big ideas that are tightly integrated, Dial has made each dollar spent look like ten times more. Mr. Casper will discuss the company's recent growth and increased overall profitability.
Brad Casper
President and Chief Executive Officer
The Dial Corporation
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| 12:00pm |
Conference Adjournment
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