Innovation Day @ MillerCoors (Members Only Conference) Presented by SMG | 1-Day Conferences | ANA

Innovation Day @ MillerCoors (Members Only Conference) Presented by SMG

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Innovation can be defined as something original, the introduction of new things or methods, something novel. Successful marketers innovate by finding new ways to reach customers.

Hosted by MillerCoors — a company where innovation has always been part of the corporate culture—this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share their case histories in marketing innovation.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, March 30, 2016
8:30am Breakfast

9:45am General Session

10:00am

MILLER HIGH LIFE: MAKING THE BRAND COVETED THROUGH PARTNERSHIP

Miller High Life, “The Champagne of Beers,” has been around since 1903. In its continuing mission to be in demand, Miller High Life leverages innovative partnerships to reach the millennial audience. Learn how it ensures relevancy amongst millennials by meeting two important criteria in its partnership approach: 1) Limited in nature - whether quantity or time-based; and 2) Believability through credibility, rooted in brand ethos and elevated by the partnership. Hear how Miller High Life is building a name in other categories that appeal to its audience by keeping the brand top of mind and best of all, coveted.

Stephanie O’Farrell
Marketing Manager – Miller High Life MillerCoors
Chelsea Parker
Marketing Manager - Imports MillerCoors
10:45am

“SAVE THE SALMON!” AND OTHER STORIES OF INNOVATING WITH DATA

Houlihan’s Restaurants Inc. owns and operates 88 restaurants and three restaurant concepts in the U.S.  Its marketing efforts have become highly data driven over the last two years, but that hasn’t stopped its small in-house team from innovating. A strong partnership with IT has resulted in powerful business intelligence tools that have been used in surprising ways to drive the business—not only with segmentation from insights, but for menu decisions, known long-term effects of promotional efforts and more.  Outside the four walls, data-driven ad channels are giving Houlihan’s the ability to compete like it hasn’t been able before.  Even so, data is not the end-all.  Marketing is, and will always be, a combination of art and science.  Fostering a culture of idea-sharing and purposeful innovation planning with the team is the special sauce that keeps the brands’ programming forward-thinking and relevant. 

Jen Gulvik
Senior Vice President, Marketing and Creative Director Houlihan’s Restaurants, Inc.
11:30am Coffee Break

11:45am General Session Cont.

12:00pm

THINKING LIKE A STARTUP

One of the best ways to jump start innovation and new thinking is to expose yourself and your teams to the startup mentality – to literally put yourself in the mindset of entrepreneurs who have to pass the "Shark Tank" test. That's what marketers in Chicago have been experiencing for the past 18 months via Marketing Sparks, a program created by MARC USA in partnership with incubator 1871 that brings seasoned marketers together with local start-ups in need of marketing advice. Hear firsthand from MARC USA Chicago's Jean McLaren, Marketing Sparks architect, and Cristel Turner, Marketing Sparks participant and Sr. Director, Brand Development & Advertising at U.S. Cellular, how thinking like a startup has changed how she thinks about the brand and how these insights can apply across categories.

Cristel Turner
Senior Director, Brand Development and Advertising US Cellular
Jean McLaren
President MARC USA Chicago
12:45pm Luncheon

1:45pm General Session Cont.

SLIM JIM: INNOVATIVE MEDIA PARTNERSHIPS DRIVE MILLENNIAL ENGAGEMENT

The ConAgra Slim Jim brand is iconic and well known across many generations. Their marketing team wanted to propel that same brand awareness and connectivity forward with millennial men. With the help of the Spark SMG content team, they set out to engage this key audience with compelling branded content utilizing a variety of pop culture influences, including a celebrity influencer and key media partnerships. Learn how ConAgra introduced this legendary brand to an entirely new generation of millennials online.

Kate Briganti
Director of Advertising ConAgra Foods
Eric Levin
SVP/Executive Creative Director Spark SMG
John Schneider
President of Sales Funny or Die
2:30pm

THE SAUSAGE NONNA’S – INNOVATION THAT TRANSCENDS GENERATIONS

Johnsonville is a family-owned company that started as a tiny butcher shop 70 years ago. Along the way, Johnsonville became the largest brand of sausage in America. With that growth came marketing that felt more like big CPG and less like that family-owned butcher shop. In the process of looking for innovative ways to rediscover a voice more consistent with our values and more relevant to young consumers we met some 80 year old grandmothers who were the perfect fit. 

Ryan Pociask
Senior Marketing Director Johnsonville
Scott Bell
Group Creative Director Droga5
3:15pm

GRUBHUB: INNOVATING ON A BRAND IDENTITY

Grubhub, the nation's leading online and mobile food ordering company, makes it easy for diners to get takeout from approximately 40,000 restaurants in more than 1,000 U.S. cities. The company is using its unique insight into dining habits to discover the "micro moments" when people are inspired to order food and the delight they feel when they receive their meal. Learn how GrubHub is using this data to “move eating forward” and solidify a brand identity that celebrates the relationship that diners have with food.

James Rigney
Vice President Brand Marketing GrubHub
4:00pm Conference Adjournment

4:30pm

Beertails Reception