Big Ideas That Drive Business Members Only Conference

Tuesday, December 15, 2009

Ideas have never been more important as the currency used by marketers to drive business results, and the bigger the idea, the bigger the impact. This ANA members-only conference, hosted by MillerCoors, will feature case studies by marketers that showcase game-changing work providing inspiration and advice to help attendees develop, implement, and reap the benefits of their own big ideas.

Hosted by:
Stevie Benjamin
Director of Media
MillerCoors LLC

Bill Duggan
Group Executive Vice President
ANA

General Session

WELCOME
Tom Long
President and Chief Commercial Officer
MillerCoors

Bob Liodice
President and Chief Executive Officer
ANA

BIG IDEAS AT MILLERCOORS
Once upon a time the Super Bowl wasn't a big, over-hyped, commercialized, logo-a-thon popularity contest. The cost of a commercial, even in these tough times, has sky-rocketed to $3 million for 30 seconds. Someone needed to call out this lack of common sense. The time was right for Miller High Life to take a stand and firmly position the brand in consumers' minds as THE common-sense beer. Miller High Life launched its big idea with a 360-degree program around the concept that Miller High Life doesn't need 30 seconds of egregious Super Bowl advertising spend to get their brand message across-it did so in only 1 second! Hear the story behind this breakthrough idea and the impact it had on various touch points including in-store, social media, and public relations. 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.

Joseph Abegg
Brand Manager, Miller High Life
MillerCoors LLC

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BIG IDEAS WITHIN HUMAN CAPITAL
Innovation is not only critical for new products and processes but, importantly, in the way you manage your marketing team. This session will cover a broad array of big ideas on how the very best companies are creating atmospheres where ideation truly flourishes. Hear how top CMOs are transforming their marketing organizations by rethinking their internal structure and make up, their approach to marketing internally, and how they energize their employee base.

Moderator
Greg Welch
Global Practice Leader
Spencer Stuart

Panelists
Mary Dillon
Executive Vice President and Global Chief Marketing Officer
McDonald's Corporation

Mark-Hans Richer
Chief Marketing Officer
Harley-Davidson, Inc.
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HUMANKIND MARKETING
Grand brands are built on a foundation of great "acts"-something experiential and participatory that serves the interest of people and makes their lives better. Product innovation is an act; marketing innovation is an act. Act creation is guided by putting a human purpose at the center of your brand. Great brands are "living brands" as they constantly reinvent themselves with ideas behind a human purpose that guides them.

Ben Kline
Chief Strategy Officer
Leo Burnett Company, Inc.

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CREATING BIG IDEAS THAT DRIVE BUSINESS STARTS WITH CONSUMER INSIGHTS BUT DEPENDS ON FLAWLESS EXECUTION
Bank of America learned very quickly that students did not want a bank telling them "what to do," i.e., how to manage their money. Students wanted a peer: someone who had gone through the same situations-someone who made mistakes and learned from them. So Bank of America created Morris, the wise upperclassman. This insight led to the development of a highly interactive and immersive pop-up book to "teach" high school students how to begin managing their money correctly. They named this campaign "The Morris Code." The "great" idea was there, now it was time to align it with the right execution.

Big ideas start with strong consumer insights, however, bringing those ideas to life in order to drive business is all about execution and getting the right people (either internally or externally) in place.

Laurie Profilio Sass
Senior Vice President, Digital Marketing
Bank of America

Marc Oliver Berger
Director, Engagement Management
Organic, Inc.

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INNOVATE WITH "FIRE"
Innovation requires more than just a big or creative idea. To be successful, innovation also requires a disciplined, strategic approach to ensure long-term brand health and share growth. Come hear the MillerCoors' way to innovation and how Coors Light has put "FIRE" into its approach to generate positive brand health as well as growth in share, volume, and profitability during an economic downturn. During the session you'll learn the steps required to launch a big idea and how that idea came to life with FIRE behind it. FIRE stands for Strategic Framework, Big Idea, Right Resources, Flawless Execution.

Royce A. Wills
Marketing Director of Innovations, Coors Brands
MillerCoors LLC
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