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General Session
WELCOME
Bob Liodice
President and Chief Executive Officer
ANA
HOW NEW MEDIA HAS ENHANCED THE AMERICAN EXPRESS BRAND
American Express was founded in 1850 and has a long history of creating iconic advertising campaigns, including "Do you know me?" and "Membership has its privileges." But AMEX is not your grandmother's charge card. The brand has been on the forefront of embracing new media. While television remains an important part of their communications mix, American Express is now a savvy user of online media, including creating media content that people opt-in to watch, while engaging consumers to build relationships.
Claire Bennett
Senior Vice President, Global Marketing
American Express Company
Q&A Session
Bill Duggan
Executive Vice President, Committees
ANA
ZAPPOS.COM - TOP TEN LESSONS LEARNED IN E-COMMERCE
Zappos.com is the Web's most-popular shoe store. Tony Hsieh, CEO of Zappos.com, has grown gross sales from $1.6 million in 2000 to over $800 million in 2007, and is projecting a 25 percent sales growth in 2008. Mr. Hsieh focuses on continuing to grow the business at a rapid pace while maintaining the culture and feel of a small company. His keynote, "Top Ten Lessons Learned in E-Commerce," focuses on Zappos.com's mistakes over the years and how those mistakes have shaped the company's growth strategies. He will also talk about the importance of building a company culture that can survive for the long term.
Tony Hsieh
Chief Executive Officer
Zappos.com
Q&A Session
Roger Adams
Chief Marketing Officer
Lord & Taylor
Committee Chair
ANA Brand Management Committee
NEW APPROACHES FOR CONNECTING WITH THE CONSUMER AT PROCTER & GAMBLE
For Procter & Gamble, developing sustainable digital business models to listen to, learn from, and engage with their consumers is critical for long-term brand building success. Procter & Gamble is creating new ways to engage consumers through content development and providing opportunities for social networking through their online communities, Capessa.com, Petside.com, and Vocalpoint. The development team responsible for these initiatives will discuss how these sites have enriched their understanding of the digital space, and how they as marketers can become more relevant in the lives of their consumers.
Roger Fishman
Founder and President
The Zizo Group
Pat Gentile
National TV Programming Manager
The Procter & Gamble Company
Steve Knox
CEO
P&G's Tremor/Vocal Point
Q&A Session
Ann Marie Kerwin
Media Editor
Advertising Age
FINDING A FIT WITH WEB 2.0: HOW LEE JEANS TOOK A TRADITIONAL CAUSE CAMPAIGN SOCIAL
When Lee Jeans initiated its flagship cause marketing outreach in 1996, words like Web 2.0 and social media didn't exist. In 2007, Lee National Denim Day launched into the nontraditional space by utilizing communications with YouTube, consumer blogs, Facebook, MySpace, and customized Webpages. In doing so, the brand primed its 12-year consumer outreach campaign for decades more of success.
Liz Cahill
Vice President, Marketing
Lee Jeans
Mike Swenson
Executive Vice President
Barkley
Q&A Session
Linda Narbey
Senior Director
ANA
INNOVATIONS IN BRAND MANAGEMENT: NEW TOOLS AND TECHNIQUES
A big challenge for many brand managers is determining how to best leverage the brand to drive growth and where to invest, given the myriad of options. In this session, Messrs. D'Esopo and Dixon will share some of the tools and techniques they use to determine a client's most promising brand-building opportunities and how to prioritize investment in those activities. Using tools such as brand touch point analysis, choice modeling, and Strategic Brand AssessmentSM, they show how a unique blend of creativity and predictive tools help companies focus and better leverage their brands to drive growth.
Michael D'Esopo
Senior Partner
Lippincott
Peter Dixon
Creative Director
Lippincott
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