ANA Innovation Day @ Toyota (Members Only Conference) Presented by AT&T AdWorks | 1-Day Conferences | ANA

ANA Innovation Day @ Toyota (Members Only Conference) Presented by AT&T AdWorks

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Innovation can be defined as something original, the introduction of new things or methods, something novel. Often, with marketing innovation, the introduction of new strategies, tactics or products has disrupted the category. Successful marketers innovate to keep their brand fresh, its products relevant and to uniquely identify themselves from their competitors.

At this complimentary members only conference, hosted by Toyota, learn from leading marketers who will share case studies on how they used marketing innovation to navigate through their category, create disruption, differentiate their products, challenge their rivals, and leave a lasting impression with customers.


Agenda

* Indicates that the speaker has approved sharing their presentation on the password-protected, members-only section of the ANA website

^ Indicates that the speaker has consented to the creation of a Post Event Recap (event recaps are an executive summary of the presentation in paragraph form along with audience Q&A)

TIME EVENT DETAILS LOCATION
Tuesday, April 12, 2016
8:15am Breakfast

9:00am General Session

TOYOTA: INNOVATION FUELED BY EVERYTHING

How do you introduce a product in a category that nobody knows much about, and what they do know conjures images of widespread destruction? That’s precisely the dynamic the Toyota team faced when trying to determine how to market the Toyota Mirai.  They didn’t need to sell cars. Toyota needed to sell a vision and educate everyday Americans on the potential of hydrogen as a fuel source. In this session, hear how Toyota developed a multi-dimensional marketing campaign to create excitement around the Mirai before it hit the road in October 2015. The Fueled by Everything campaign highlighted the broad spectrum of surprising sources of hydrogen, and provided Toyota the once-in-a-lifetime opportunity to launch a car fueled by trash, on the day imagined in “Back to the Future” 30 years prior. 

Doug Coleman
National Vehicle Marketing & Communications Manager Toyota

KEEPING INNOVATION FRESH WITH CAMPBELL'S *^

Today’s consumer has changed dramatically – their purchase patterns, how they receive their purchase and how they share with others. Picking up on their customers’ new journey and inspired by their demand for fresher and healthier options, Campbell’s listened and created the Campbell’s Fresh division. Hear from Campbell’s Fresh how they are partnering with their consumers on a journey toward healthier options through product and marketing innovation.

Suzanne Ginestro
Chief Marketing & Innovation Officer Campbell’s Fresh
10:50am Networking Coffee Break

SPICING THINGS UP WITH KING'S HAWAIIAN *^

Since 1950, King’s Hawaiian has been making irresistible Hawaiian sweet bread. In 2016, the company is spicing things up with the launch of Hawaiian Sweet Jalapeno rolls. To ensure consumer excitement is peaked for these new rolls, an innovative campaign combination of media, entertainment integrations, digital presence, consumer outreach and cross merchandising has been assembled to heat things up. 

Chad Donvito
Brand General Manager Kings Hawaiian

CAN DISRUPTION BE A SOUND BUSINESS MODEL?

The most innovative companies often will disrupt their categories with cutting edge concepts and technologies to reach, attain, and acquire customers. In this session, renowned business coach, Bill Walsh, will share best practices and case studies on technology that can drive disruption and assist your brand to find innovative new ways to speak directly to the demands of your consumers.

Bill Walsh
CEO/Founder Powerteam International
12:50pm Luncheon

1:50pm

ADDRESSABLE ADVERTISING SETTLES TV DISRUPTION ^

Over the last decade, billions of advertising dollars have flowed out of television and into the online space largely due to accountability. The waste associated with traditional TV buying based solely on age and gender in limited contextual settings, has left advertisers struggling to find their audience and deliver results. But what if there was a way to take that precision targeting associated with the internet and couple that with the scale and impact of TV?  Addressable advertising is the answer advertisers having been seeking. Learn how to use addressable advertising to better target and eliminate waste from TV ad spend.

Tom Hagopian
Vice President, Data Strategy & Analytics AT&T AdWorks
MaryJane Kroll
Lexus Media Manager Lexus

BIG & SMALL SCREENS: HOW GEICO IS DEVELOPING UNSKIPPABLE CONTENT

GEICO has long been a major television advertiser but in recent years they, along with the help of their 20-year advertising partner The Martin Agency, have greatly expanded their presence in all things mobile and online. GEICO’s new mobile app was recently touted as the best in the category and their new pre-roll online advertising gained international recognition for being the first company to create content specifically designed for that space. In this session you’ll hear how all the content works together to help make GEICO the fastest growing car insurance company for the last decade.

Brad Higdon
SVP/Group Account Director THE MARTIN AGENCY
Wade Alger
SVP/Group Creative Director THE MARTIN AGENCY
3:30pm Conference Adjournment