ANA - 2008 Integrated Marketing Conference

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Conference Description

For the second year in a row, integrated marketing ranks as the top concern among client-side marketers, according to an ANA poll.

The development of new communications and the evolution of traditional communications have shifted power from the marketer to the consumer. This shift has created enormous opportunities, including marketers' ability to better target their customers. However, the explosion of choice has also complicated the lives and practices of marketers, creating massive challenges for effective integration. Key issues include:

optimizing the marketing mix;
integrating messages across the marketing spectrum;
managing multiple communications partners; and
measurement of the effectiveness of each medium individually and the mix as a whole.

In 1950, during a speech at an ANA conference (where else?), communications legend Leo Burnett may have introduced the concept of integrated marketing when he said, "When you are planning an advertising campaign, the people involved in the planning must be able to mentally integrate, in the thought and structure of the advertising itself, the things that should take place in the store, at the service station, in the showroom, at the ticket window, or when the salesman calls." We've been talking about integrated marketing for more than 50 years-why is it so difficult?

The ANA Integrated Marketing Conference will help provide insight and best practices for the effective management of integrated marketing.

Conference Program Chair
Amy Fuller
Group Executive, Americas Marketing
MasterCard Worldwide
Chair, ANA Integrated Marketing Committee

Dates & Times

Starts: May, 2008
Ends: May, 2008

Venue/Location

Grand Hyatt New York
109 E 42nd St At the Grand Central Terminal
New York, NY 10001

The ANA has negotiated a special room rate of $399. Please call the Hyatt directly at 212-883-1234 or 800-233-1234. The cut-off date for this rate was May 1, 2008.

Agenda

Scroll down to view speaker presentations.

Thursday, May 29, 2008
7:30am	Networking Breakfast sponsored by Break Media
8:30am	General Session WELCOME Bob Liodice President and Chief Executive Officer ANA MOTOROLA'S APPROACH TO INTEGRATED MARKETING Eduardo Conrado is responsible for projecting a single voice through the worldwide team that has been the force behind Motorola's successful b-to-b marketing strategy - from overall branding to product and regional/channel marketing, to internal and external communications, to interactive and direct marketing. In the process, Motorola's marketing teams have been realigned around customer segments rather than business units. Mr. Conrado's role encompasses three of Motorola's four primary businesses, with revenues of more than $18 billion, home and networks mobility, government and public safety, and enterprise mobility. View Snapshot View Presentation Eduardo Conrado Corporate Vice President Global Business and Technology Marketing and Communications Motorola, Inc. Q&A Session Ken Beaulieu Chief Content Strategist, The Pohly Company Editor, ANA's The Advertiser magazine BEST PRACTICES FOR MANAGING INTEGRATED MARKETING Integrated marketing presents unique challenges for marketers, including managing multiple communication agencies, dealing with internal and external functional silos, disparate agency profit centers, and clients' desire for media neutrality. An exclusive ANA survey will provide insights regarding integrated marketing management challenges and best practices. The 2008 survey is a follow-up to work done in 2003 and 2006 and reveals the latest developments-the continued decline in the perceived value of advertising and the increased value of other disciplines, including public relations. View Snapshot View Presentation Moderator Frank Dudley Chief Marketing Officer CoActive Marketing Group, Inc. Panelists Tom Collinger Associate Dean Chair Integrated Marketing Communications Department Medill School Northwestern University Amy Fuller Group Executive, Americas Marketing MasterCard Worldwide Glen Gilbert Vice President, Brand Management & Marketing Communications Lenovo US JOIN THE CONVERSATION There are literally millions of lively, flawed, human, passionate, influential, and authentic conversations going on around you right now. Isn't it time that you joined in? The fact remains, all the marketing communication, media, messaging, and advertising in the world can only get you so far-at worst, breaking down the door (there will be repercussions!); at best, getting a foot in the door-after which conversation takes over. Through the power of community, dialogue, and partnership, marketing can be a conversation; a welcome guest in the homes, experiences, and lives of consumers if, and only if, certain principles, pathways, and philosophies are put into practice. Some of the questions to be addressed include: Where does conversation fit into the integrated marketing mix? How should it be "deployed"? Which department should be responsible for conversation? View Snapshot View Presentation Joseph Jaffe President and Chief Interruptor Crayon Q&A Session Amy Fuller Group Executive, Americas Marketing MasterCard Worldwide
1:00 pm	Luncheon Keynote: Yahoo! Vanessa Colella Senior Vice President, Marketing Yahoo! Inc.
2:30 pm	General Session contd. INTEGRATION THROUGH INNOVATION Humana is a company that drives change in the health care system by shifting its culture from a focus on sickness management to a focus on overall health. Exploring consumer connections between health engagement and health entertainment, Humana is positively disrupting the system on the behalf of the consumer and using integrated marketing to do so. Understanding consumer attitudes, behaviors, and motivations to make value choices regarding health, Humana develops innovative levers and controls to manifest positive lifestyle change. Mr. Tomazic is a retired officer of the U.S. Navy with two undergraduate degrees and a master of arts in humanities. View Snapshot View Presentation Tony Tomazic Innovation Director, Integrated Consumer Experience Humana Inc. Q&A Session Bill Duggan Executive Vice President ANA THE "HOW" OF DIGITAL MEDIA INTEGRATION Successful integrated campaigns maximize and exploit the full potential of each media. Since digital technologies have revolutionized the way marketers reach consumers, integration of digital media offers great opportunity along with some peril. This panel will address many questions of how digital media is integrated into communication plans: How is the digital function organized at client-side companies? How do they respond to the "next hot technology"? Should everyone be versed in digital? Which agencies deliver the best ideas for digital tactics? Which agency does what? What keeps digital marketers up at night? We'll listen to a conversation of marketing experts who have provided their companies with answers. Joanne Zaiac President Digitas New York Kathleen Olvany-Riordan Vice President, Global Consumer Relationship Marketing Kraft Foods, Inc. Jon Stross Vice President and General Manager, International Johnson & Johnson BabyCenter Best Practices Presentation
4:15 pm	Adjournment