ANA Brand Activation Promotion Marketing Members-Only Conference @ Reed Smith | 1-Day Conferences | ANA

ANA Brand Activation Promotion Marketing Members-Only Conference @ Reed Smith

This event is over.


Registration for this event will close at 12:00pm Eastern Time, Monday, December 4th.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, December 7, 2017
8:15am Breakfast

9:00am General Sessions

OPENING REMARKS

FINDING YOUR BRAND'S SUPERPOWER

Amidst a constantly-changing and competitive digital landscape, finding a campaign idea that wins audience attention can be challenging. But just like people, brands too have a “superpower”—an essential quality that has the power to differentiate them in a crowded marketplace. The question is, how do you find and harness that superpower to unleash maximum impact? We’ll explore five ways to find your superpower by looking at inspiring examples from brands and individuals around the globe. 

Keith Green
VP of Marketing Guinness World Records North America, Inc.
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HOW HERITAGE-BASED STORYTELLING INFLUENCES CULTURE, BRAND & CUSTOMERS

Competitive enterprises are constantly looking to better align their culture, brand, products and services to foster greater performance and growth. Yet despite all of the focus on processes, data analytics and technology, consistently producing and distributing differentiated content continues to be critical.

In an era when authenticity and substance are at a premium, heritage is a subtle yet powerful weapon in the marketers’ arsenal. Heritage-based content offers a wellspring of compelling stories that, when strategically deployed, can powerfully connect with consumers' hearts and minds to enhance differentiation, elevate the consumers' experience, and build loyalty. 

Through an exploration of practical, best practices and examples of best-in-class brands amplifying their messages with heritage-based storytelling, participants will gain insights for how to tap into their own past to help drive their brands’ future.

Bruce Weindruch
Founder & CEO The History Factory
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10:45am Networking Coffee Break

11:15am

MAGIC AND MACHINES IN PURSUIT OF CUSTOMER LOYALTY

Successful loyalty marketing is ambitious and bold. It means creating a bigger customer base, and then getting that big customer base to buy more and stay loyal.

In today’s world, we have robust analytical tools and unprecedented data to help drive loyalty, but is it creating loyalty at scale? NBCUniversal has a long history of using the magic of storytelling to evoke emotions. In this session, NBCUniversal will discuss the importance of combining the magic of storytelling with the machinery of technology and promotion to build loyalty for brands like never before.

Tony Effik
Senior Vice President NBCUniversal
Matt Balaban
Director, Client Strategy NBCUniversal
12:00pm Lunch

1:00pm

DRIVING BRAND CONSUMPTION THROUGH THE SPORTS VIEWING OCCASION

The sports viewing occasion is engrained in human behavior.  Year over year, Heineken has used a mix of branding and digital engagement to make the viewing and the drinking occasion synonymous to ensure growth.  Join Mike Batiste, EVP of Life in Mobile, for a discussion about how human behavior guided the evolution of the Heineken Soccer digital activations on a national and regional level to continually drive the brands position within the sport.

Mike Batiste
EVP Life in Mobile
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