Masters of Marketing Annual Conference
This event is over.
That’s the focus of this fall’s 2010 ANA Annual Conference - The Masters of Marketing. The conference will be held on October 13-16, at the Rosen Shingle Creek resort in Orlando, Florida. Celebrating ANA’s 100th anniversary, this conference will bring the industry’s leading marketers together for a wide-ranging, no-holds-barred discussion about breakthrough growth powered by brand mastery that drives exponential sales, profitability, and share-of-market results.
Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and EarnedEvent Recaps
Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and EarnedPresentations
Kellogg's Pop-Tarts: A Consumer Journey Through the Media Lens of Paid, Owned, and EarnedPublic Videos
|Wednesday, October 13, 2010|
|1:00pm||School of Marketing Workshops
Welcoming Reception Sponsored by Facebook
|7:30pm|| Sponsored by AETN
Performance by LeAnn Rimes
Post Reception Sponsored by Yahoo!
|Thursday, October 14, 2010|
Breakfast Sponsored by Google
Building the Google Brand
Procter & Gamble: Empowering Brands Through Design and Innovation
Cisco "Flips" in the Midst of Recession
Kellogg Company - They're Grrrreat!
As usual, Kellogg is delivering a nice treat to investors this year-profit. According to a Credit Suisse analyst quoted in Advertising Age, "no other company has consistently grown returns on invested capital." Despite strong competition for grocery shoppers' dollars from store brands, Kellogg has managed to thrive due to brand reinvestment, a strong product line, and incredible popularity among consumers. Vice President and Global Chief Marketing Officer Mark Baynes will demonstrate how Kellogg's commitment to advertising is integral to the company's business model and key to the continued success of the world's largest cereal maker.
Coca-Cola: Serving Refreshing Innovation One Market at a Time
Coca-Cola's efforts to connect with consumers through the use of digital billboards, social media, in-store advertising, and high-profile television campaigns has certainly paid off. The world's largest drink maker leads globally in several key beverage categories and, according to The New York Times, the company continues to gain increased market share. As the beverage giant continues expansion into emerging markets abroad, Chief Marketing and Commercial Officer Joe Tripodi will explain how Coca-Cola is shifting to a "one on one" marketing focus and leading this new approach while working across many different geographies, cultures, and channels.
Joseph V. Tripodi
|12:30pm||Luncheon Sponsored by NBC Universal
The Journey of the Idea
Where do breakthrough ideas come from? What inspires top creative minds? An esteemed group of NBCU innovators will discuss the "journey of the idea," from inception to results. They'll describe that eureka moment they experienced when coming up with the idea for a successful show, brand, or venture and explain how marketers can take advantage of ideas like this to elevate their brands and build their businesses.
General Session contd.The Journey of Building a Brand that Endures
In this keynote, attendees will learn about Dell's journey to evolve its brand to deliver results that endure over time and support business growth. In a hyper-changing landscape filled with new acquisitions and new offerings, how does Dell remain focused and steadfast in its marketing yet true to a heritage that brought the company so much success? Former CMO Erin Nelson will share the challenges that Dell has faced in recent years and talk about three strategic areas of change that Dell has focused on over the past 18 months. Dell SVP and CMO Karen Quintos will talk about the path forward to ensure that the company's brand remains relevant to every customer, employee and stakeholder long into the future. In the coming weeks, Erin will leave her role at Dell to become the CMO of Bazaarvoice.
Are We Still on the Road to Economic Recovery?
A year ago many people were sounding the "all clear" on the economy: the recession was over, GDP was growing again, and soon all would be right with the world. This was, it turns out, premature. Avoiding utter catastrophe isn't the same thing as engineering a recovery. We're now facing a very hard slog, made more difficult by vast disagreements about what governments should be doing. Are we still on the road to recovery or are we looking at a prolonged economic siege?
Growth by Leveraging Multicultural Insights
With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery and quick meals. The company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. Here in the U.S., an increasing number of those consumers come from multicultural segments, a reality that will become clearer with the release of 2010 Census data early in 2011. Graciela Eleta, Senior Vice President of Brand Solutions at Univision Communications, will highlight strategies for marketing in a multicultural nation by offering key principles for success in developing a total market strategy. Kraft Foods Executive Vice President and Chief Marketing Officer Mary Beth West will literally take us inside Hispanic lives to demonstrate how her organization is leveraging insights to consistently engage with Latina consumers in a meaningful and authentic way. Finally, moving from theory to practice, Howard Friedman will share the journey that Kraft Singles took to become a valued and trusted brand in Hispanic kitchens.
|5:30pm||ANA Members-Only Business Meeting/Reception Sponsored by Univision
|6:30pm||Reception for All Sponsored by Forbes Media
|7:30pm||Dinner Sponsored by Clear Channel Communications, Inc.
Performance by the Goo Goo Dolls
|9:30pm||"Game Night" Post Reception Sponsored by GSN
| Friday, October 15, 2010
|6:00am||Fun Run/Walk Sponsored by Fitness Magazine
|7:15am||Breakfast Sponsored by Starcom USA
Speaking LIKE People to Speak WITH People
Starcom asked ANA's Facebook community to vote on the buzzwords we should banish to get in touch with our human side, and at this breakfast we'll talk simply about the benefits of, well, talking simply. Though we know the industry won't change overnight, Starcom will share a limited quantity token of gratitude with those who support the idea that we do better work when we speak and think like people.
Geico: Un-Boring Insurance
RIM Races To The Top
Research in Motion, designer and manufacturer of the BlackBerry, rose to the top 5 of the world's phone market for the first time in the first quarter of 2010. BlackBerry's ascension and increased market share occurred despite heavy competition from other smartphone makers. As consumers continue to rely on the BlackBerry as a secure way to communicate, get location information, store personal information, and shop on the go, RIM is sticking to its proven methods for achievement. BlackBerry Chief Marketing Officer Keith Pardy and Starcom MediaVest Chief Executive Officer Laura Desmond will discuss their strategy, relationship, and formula for success.
Loyal Investors Encourage Fidelity Expansion
Target Strikes the Bull's-Eye
Target continues to serve as the choice discount retailer for many Americans who are searching for good quality products at an affordable rate, and investors are catching on. According to BusinessWeek, those who are expecting an improvement in the economy and a recovery in consumer spending tend to favor Target over any other discount retailer nationwide. Executive Vice President and Chief Marketing Officer Michael Francis will discuss how the company is working to balance making customers aware of the value it offers, while emphasizing superior merchandise and a pleasant shopping experience. Through its "Low Price Promise," the company now matches the advertised price on any product offered by a competitor in the same market.
The Future of Advertising: Reinvention for Growth
In carving a path for sure-fire growth through a world of exploding new media and technologies, what is the future of advertising? Cindy Gallop, Founder and Chief Executive Officer of IfWeRanTheWorld and former BBH Chairman, tackles the question on everyone's mind, with some highly thought-provoking views on the new marketing reality, the interface between creativity and technology, how advertising agencies should be completely restructured, and what social media really means in the context of innovative, future-forward growth strategies.
Golf Tournament Sponsored by Microsoft Advertising
There is no more-important relationship in our industry than the client/agency partnership. Marketers' pursuit of growth is paramount-and agencies are among the most-valuable assets marketers have to achieve their growth goals. That partnership, however, has become increasingly strained. Key topics include:
A panel of experts will debate these issues and other concerns, reflecting upon their professional experiences as well as findings from ANA's recent agency compensation and procurement surveys.
|5:45pm||ANA Member Representatives Reception
|7:00pm||Reception for All Sponsored by Vevo
Dinner Sponsored by Meredith
Post Reception Sponsored by Meredith
|Saturday, October 16, 2010|
Breakfast Sponsored by Ogivly & Mather
"Enterprise Branding" A Powerful Growth Tool
Samsung: Experimental Marketing Driving Business Growth
Amway: Building Business the American Way
Amway, the privately owned global direct sales company known for its network of salespeople who offer vitamins, beauty products, and other household staples door to door, has seen tremendous growth over the last few years. Due in part to their honed marketing strategy, Amway's revenue has grown almost every year since 2000, reaching record profits of $8.2 billion in 2009, a trend expected to continue through 2010. The company's marketing approach centers around a culture of brand acceptance and regional sales models that blend innovation, technology, and interpersonal relationships. Candace Matthews, Chief Marketing Officer of Amway, will discuss how the company's versatile marketing strategies have led to their recent successes in emerging markets.
Darden Restaurants: Formula for Growth
By creating and growing enduring brands, Darden Restaurants has become the world's largest full-service restaurant company with more than 1,800 owned and operated restaurants in North America, including Red Lobster, Olive Garden, Longhorn Steakhouse, The Capital Grille, Bahama Breeze and Seasons 52. In fact, even as its competitors struggled during the difficult economic environment of the past few years, Darden achieved steady unit growth of 3 to 4 percent per year. Chief Marketing Officer John Caron will discuss what Darden has done to establish itself as a leader in the restaurant industry and how the company continues to build on its track record of innovative brand building in a new era of casual dining.
TurboTax Proves That Social Marketing Drives Growth
With 11 percent growth in total returns this year, it's clear that more taxpayers are turning to Intuit's do-it-yourself TurboTax software. Chalk it up to the company's innovative disposition-achieving marketing firsts is a priority for TurboTax. The company tapped into various aspects of social media, connecting with millions of happy customers and prospective ones as well. TurboTax Social Media Marketer Seth Greenberg will present on the company's offline/online brand-response campaign, one of the largest in the marketplace. He will reveal how the company.