Integrated Marketing @ Anheuser-Busch, Inc. (Members Only Conference) presented by AT&T AdWorks

Studies show that multichannel consumers spend more, shop more frequently, and are more brand loyal. To target these customers, marketers must develop the right marketing mix combining new and traditional channels to deliver an interactive and engaging experience in whatever medium their customers prefer to use. However, the explosion of choice has complicated the lives and practices of marketers, creating massive challenges for effective integration. This event will showcase how top marketers develop, execute, and evaluate their integrated marketing communications strategy.

When

Begins:	Wednesday, June 26, 2013 at 8:15am
Ends:	Wednesday, June 26, 2013 at 4:00pm

Where

Anheuser-Busch
One Busch Place, 2nd FL
St. Louis, MO 63118

Registration Pricing

		Member Rate	Non-Member Rate
	ANA Members Only Conference	Complimentary	Not Available

Agenda

8:15am	Breakfast
9:00am	General Session ANHEUSER-BUSCH DRIVES INTEGRATION ACROSS THE ENTERPRISE Shorter consumer attention spans and increased media fragmentation have left companies questioning how to integrate its marketing practices to maximize their brand building activities. This session will showcase how Anheuser-Busch is driving integration across its marketing functions and outside agencies through process-oriented tools and best practices. They will also share how they are managing the shift of traditional media to digital and social media and measuring the success of their integrated marketing activities. Paul Chibe Vice President, Marketing Anheuser-Busch ______________________________________________ BUILD A BEAR WORKSHOP® INTEGRATES MARKETING & IT TO BUILD A BETTER BRAND At Build-A-Bear Workshop, the chief marketing and chief information officers have forged a collaboration that’s evident in everything the company does, from the website redesign, how it hires marketing personnel and agencies, to the creation of a new store experience. Because customers are interacting with both brick and mortar stores and digital channels, there’s no choice but to link marketing and technology. Hear how Build-A-Bear Workshop is evolving the relationship between marketing and IT to transform the brand and customer experience. Teresa Kroll Chief Marketing & Entertainment Bear Build-A-Bear Workshop ______________________________________________ POST LAUNCHES A NEW CEREAL FROM CONCEPT TO SHELF IN JUST SIX MONTHS Invented by a Post employee, Honey Bunches of Oats was the first complex cereal to enter the marketplace 24 years ago and it represents that largest brand at Post. Last year, it revitalized the brand with the introduction of Honey Bunches of Oats Greek Honey Crunch. Hear how Post launched this product in six months through an innovation process that’s nimble and entrepreneurial and a multichannel campaign that reached consumers with a unified marketing message. Jim Holbrook EVP Post Holdings, Inc. ______________________________________________
12:00pm	Lunch
1:00pm	General Session Continued HOW USG LIFTED THE WEIGHT OFF THE BACKS OF DRYWALL INSTALLERS Drywall installers carry the weight of their jobs on their backs. Weight slows productivity, reduces installation speed and costs installers money. USG launched the “The Weight Has Been Lifted 2.0” and rather than focusing on the benefits of its new lightweight product, it demonstrated and quantified the impact that not using it would have over the course of a job. Attendees will learn how USG leveraged print, digital, mobile, social, in-store and event marketing to take the “weight” off their customers. Linda McGovern Vice President, Marketing USG Mike Hensley Executive Vice President and Managing Director gyro Chicago ______________________________________________ FIND THE AUDIENCES YOU’VE BEEN MISSING Focusing on audience has tremendous advantages, particularly when one looks beyond demographics. The fluidity of experiences across platforms quickly enables new media models that move beyond contextual and behavioral targeting to reach valuable consumer segments. But the challenges are not insignificant, particularly when evaluating cross-platform strategies. This session will discuss an exciting and innovative way of reaching audiences across online, mobile and TV. Meade Camp Senior Vice President, Integrated & Strategic Partnerships AT&T AdWorks ______________________________________________
2:50pm-4:00pm	Brew Master Food/Beer Pairing

Integrated Marketing @ Anheuser-Busch, Inc. (Members Only Conference) presented by AT&T AdWorks

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