2007 Masters of Integrated Marketing Conference

7:45 am

Breakfast Sponsored by Audit Bureau of Circulations

8:45 am

General Session

Welcome
Bob Liodice
President and Chief Executive Officer
ANA

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

ORGANIZING THE ENTERPRISE FOR INTEGRATED MARKETING SUCCESS
A panel of marketers with IMC departments-some longer established, others new-will discuss how the "right" internal structure has helped them manage the challenges of integrated marketing. Such challenges include the existence of functional silos inside the company, building trust with internal clients, getting various outside agency partners to "play nice" together, and aligning marketing, sales, and operations to drive results.

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Moderator
Amy Fuller
Group Executive, Americas Marketing
MasterCard Worldwide

Panelists
Ed Abrams
Vice President, Integrated Marketing Communications
IBM Corporation

Halle Hutchinson
Director, Integrated Marketing
T-Mobile USA, Inc.

Karla Lacey
Director, Integrated Marketing Communications
Cisco Systems, Inc.

BETTER ALIGNING MULTIPLE COMMUNICATIONS DISCIPLINES
Recently Ogilvy & Mather made major headlines in the trade press when it advocated that media should be brought back into creative agencies, reversing the popular unbundling trend. Further, O&M is bringing creative departments together everywhere so that their creative thinkers, with backgrounds in interactive, direct marketing, classic advertising, and public relations, brainstorm together. Meanwhile in North America, the agency has moved to a single P&L for its various communications disciplines.

Bill Gray
Co-Chief Executive Officer
Ogilvy North America

Q&A Session
Matt Creamer
Editor at Large
Advertising Age

WHO SHOULD LEAD?
As the focus on resource allocation of marketing dollars increases, various marketing communications firms are vying for a bigger piece of the pie. This session will present the perspectives of a client CMO and three discipline experts-public relations, advertising, and media buying-each making a case for being "the integrator." The session will be moderated by a well-known journalist who covers the industry's rapidly changing landscape. According to the ANA's 2006 member survey on IMC, advertising and public relations are the two marketing communications disciplines that provide the greatest value. However, the perceived value of advertising is declining, while that of public relations is increasing.

Thanks to the Council of Public Relations Firms for helping to organize this session.

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Moderator
Suzanne Vranica
Marketing Reporter
The Wall Street Journal

Panelists
Wendy Lurrie
General Manager
Draftfcb New York

Louis Capozzi
Chairman Emeritus
Publicis Public Relations and Corporate Communications Group
Publicis Groupe S.A.

Jeff Davidoff
Vice President, Brand Marketing and Communications, Maytag
Whirlpool Corporation

Matt Seiler
President and Chief Executive Officer
PHD North America

ONE-ON-ONE WITH KRAFT’S SVP, INTEGRATED MARKETING 
Carole Irgang joined Kraft in January 2007, and she was just named one of Ad Age’s Women to Watch. In recent months Kraft has turned traditional marketing on its ear, investing in efforts that embrace new media. The IMC team is focused on creating an agency roster that will bring the best and most-innovative thinking to Kraft.

Carole Irgang
Senior Vice President, Integrated Marketing Communications
Kraft Foods, Inc.

Q&A Session
Bill Duggan
Executive Vice President
ANA

Luncheon

MARKETING IN A CONSUMER 2.0 WORLD
The digital revolution has arrived and today the words “Broadband Network” carry real weight.  The world is tipping from analog to digital at a break neck speed, creating profound changes in consumer behavior and their consumption of media.  The consumer now has an infinite number of content choices available on-demand, and this is defining today’s media landscape.   Yahoo! will share how they are partnering with advertisers to build integrated programs with a digital core and delivering on the promise of 100% composition. 

Wenda Harris Millard
Chief Sales Officer
Yahoo! Inc.

General Session Cont'd

BUILDING BRANDS, LEVERAGING INFLUENCERS
With the decreasing impact of mass media and the overwhelming complexity of marketing messages, more and more consumers are seeking credible influencers and relevant sources of information to guide their purchase decisions. Recognized as one of the highest ROI elements of the marketing mix, influencer marketing takes traditional brand publicity/public relations to an entirely different level. This session on global influencer marketing will highlight the critical power of third-party endorsement, being in touch with external trends, and the power of influencers as a critical element of modern-day marketing and a valuable driver of awareness, trial, and loyalty for a brand. The session will provide multiple case studies and enable new age marketers to develop much more impactful integrated communications plans leveraging influencer marketing.

Anthony Rose
Associate Director, Global Beauty External Relations
Co-Leader, Influencer Marketing Center of Excellence
The Procter & Gamble Company

Q&A Session
Matt Creamer
Editor at Large
Advertising Age

INTEGRATED MARKETING - KEY TAKEAWAYS & LESSONS LEARNED
The day closes with an open discussion facilitated by a top pioneer on the topic of integrated marketing. Bob Lauterborn is also coauthor of the best-selling book Integrated Marketing Communications: Pulling It Together & Making It Work. In a survey of U.S. academics and agency and client-side practitioners, the book was ranked #14 among all-time influences on the study of advertising. Professor Lauterborn will help summarize the key takeaways and lessons learned from the conference, while engaging a peer-to-peer discussion among conference attendees.

Robert F. Lauterborn
James L. Knight Professor of Advertising
School of Journalism and Mass Communication
University of North Carolina at Chapel Hill