ANA Effective Brand Marketing @ Best Buy | 1-Day Conferences | ANA

ANA Effective Brand Marketing @ Best Buy

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Building Brand and Business with Today’s Digital Customer
Today’s consumer is digitally-centered:  Lifestyle, Communication, and Media Consumption are all digitally-dependent across devices that range from smartphone to auto to appliances.  Customers fluidly move between direct response, social, scripted entertainment, and everything in between – seemingly simultaneously.  Data is ubiquitous, facilitating ubiquitous personalization across paid, owned, and earned media.  Measurement and optimization have never been more sophisticated.  Yet, paradoxically, it’s harder than ever to drive both brand health and business (conversion).  This complimentary ANA members-only conference will feature sessions from leading marketers who will share their experiences, innovations, and strategies for building both brand and business.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, May 18, 2016
8:15am Breakfast

9:00am General Session

OPENING KEYNOTE

Greg Revelle
Chief Marketing Officer Best Buy
9:55am

THE STARTUP IMPERATIVE: MAKING THE CASE FOR BRAND COLLABORATION

Are brands just scratching the surface in terms of the possibilities and potential of partnering with startups? With the 1-2-3 punch of efficiency, effectiveness and transformation, Joseph Jaffe, author of Flip the Funnel and Z.E.R.O., is CEO and co-founder of Evol8tion, a technology boutique that connects startups and brands, will explain specifically why and how brands need to get to a budget allocation of ten percent dedicated towards "NEXT." He will outline the journey towards an allocation to innovation, introduce benchmarks against which to measure and track progress, discuss the importance of protecting this fund from inevitable budget cuts, and suggest various ways of engaging both internal and external stakeholders to deliver against this imperative.

Joe Jaffe
CEO & Co-Founder Evol8tion
10:40am Networking Coffee Break

11:00am

3M: FINDING MODERN-DAY RELEVANCY THROUGH CONTENT

3M has always been known as one of America's most innovative companies. In its 114-year history, the consumer packaged goods giant has introduced a variety of consumer and business-facing products, like Post-It Notes and Scotch Tape.  In a low involvement category in today’s digital world, innovation was key to driving relevance in a modern, digital, consumer-centric world.  In this session the global marketing lead for consumer products (and also one of 2014 AdAge’s 40 Under 40) will showcase how 3M is enabling creativity, aesthetic beauty, and emotional connections with DIY'ers and millennials through breakthrough work.

Remi Kent
Global Brand and Strategy Leader, Consumer Business Group 3M
11:45am

DAIRY QUEEN: REINVENTING A 75 YEAR OLD BRAND FOR TODAY'S MARKETPLACE

Dairy Queen is celebrating their 75th anniversary this year, but, how do you keep a brand fresh and relevant after 75 years? Innovation remains a key component driving growth to the nearly 6,500 locations in the United States, Canada and 27 other countries. In this session, Dairy Queen will share best practices and case studies behind recent new product launches such innovative treats, $5 Buck Lunch and DQ Bakes! Additionally, Dairy Queen will cover how the “Fan Food, Not Fast Food” marketing campaign works to bring this innovation to life in a relevant way, designed to differentiate from fast food and tap into the heart of the brand. All of which have contributed to Dairy Queen’s recent category-leading growth.

Barry Westrum
Executive Vice President, Marketing International Dairy Queen
12:30pm Luncheon

1:30pm

DIGITAL REINVENTION OF POTTY TRAINING BY PULL-UPS®

Since its launch in 1989, Huggies’ Pull-Ups® brand of disposable training pants has been synonymous with potty training. After seven straight years of declining sales and loss of market share due to irrelevancy, Pull-Ups needed to re-invent its entire communications strategy in order to target Millennials and deliver the right content at the right time. In this session, the global brand director for Childcare at Kimberly-Clark will share how PULL-UPS® is revolutionizing potty training through “potty training curriculum” built in partnership with child psychologists and Montessori experts that leverages cutting edge digital tools to engage and delight Millennials.

Melanie Huet
Brand Director, Childcare Kimberly-Clark Corporation
Joseph Rosenthal
Content Director OgilvyOne Worldwide
2:15pm

SCHWAN FOODS: EVOLVING BRAND PORTFOLIO FOR THE MILLENNIAL DIGITAL CONSUMER

Schwan Foods Brands include Edwards, Mrs. Smith's, and Pagoda.  In an ever-changing digital world and a highly competitive category, they will share their story of how they are evolving digitally on limited budgets and a small team to meet the needs of digitally-savvy millennials.

Tim Goldsmid
Senior Director, Brand Marketing Schwans Consumer Brands