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Content Marketing @ Thomson Reuters (Members Only Conference) presented by A+E Television Networks

This event is over.

Please click here to download the conference booklet.

“Content is King!” Marketers have been saying this time and time again, but how brands leverage original content to achieve business objectives is easier said than done. With the proliferation of social media and mobile devices, consumers are increasingly demanding the availability of new and engaging content at every touch point. And marketers must make significant investments to ensure that their brands hold audience’s attention. At the upcoming ANA Content Marketing Members Only Conference hosted by Thomson Reuters, you’ll hear from senior marketers about how they are successfully producing original content that engages their core audiences while delivering on brand metrics. Join us for an exciting day full of leading marketers representing a diverse array of industries discussing their strategies behind the development of custom content, the execution of production through different media channels and the measurement of key objectives.

When
Begins:Tuesday, October 22, 2013 at 8:15am
Ends:Tuesday, October 22, 2013 at 3:30pm
Where

Thomson Reuters
3XSQ Conference Center
3 Times Square, 30th Floor
New York, NY 10036

Agenda
8:15am Breakfast
9:00am

General Session

CHARLES SCHWAB AIMS TO ENHANCE CONSUMER ENGAGEMENT THROUGH NATIVE ADVERTISING
Traditionally, advertising is designed to interrupt and get consumers to pay attention to what we have to say instead of reading/watching what they are originally interested in. Expanding on this traditional model to engage today’s consumers, Charles Schwab started testing a new approach: leverage branded, editorial content in paid media to enhance consumers’ experience and engage them with the brand. Charles Schwab will share its learnings in distributing branded content, and how it works compared to traditional digital advertising.

Helen Loh
Vice President, Content & Digital Marketing
Charles Schwab & Co., Inc.
______________________________________________

GE EMBRACES PUBLISHER MODEL TO DELIVER RELEVANT CONTENT ACROSS CHANNELS
See how GE has turned its approach to digital advertising upside-down with a series of branded content programs aimed to deliver meaningful thought leadership to business leaders around the world. With a particular focus on GE’s partnership with The Economist, this session will reveal how GE manages a daily editorial program staffed by working journalists on three continents, and how the program is paying off in terms of engagement with the brand dubbed “the world’s oldest start-up.”. Paid, earned, and owned channels come together with tips for any marketer looking to take on the role of publisher.

Jason Hill
Director, International Advertising & Content
GE
______________________________________________

THOMSON REUTERS DISTINGUISHES THEIR BRAND THROUGH THOUGHT LEADERSHIP
For business-to-business marketers leveraging content that positions their brand as a thought leader on issues important to its customers is a critical piece of the overall marketing mix. Getting this right requires brands to think and act more like publishers or programmers, choreographing content, social and technology strategies that infuse customer experiences with new levels of brand utility. In this panel discussion you'll hear from a range of leading branding experts on the ins, outs and keys to positioning your brand to achieve thought leadership success.

Robert Davis
Executive Director, Content Marketing Practice/Advanced Video Practice
Ogilvy

Christopher Koller
Senior Director, Strategy
Interbrand

Jen McClure
Senior Director, Digital & Social Media
Thomson Reuters

Stephen Sonnenfeld
Vice President, Corporate Advertising & Brand Integration
Thomson Reuters
______________________________________________

A&E’s ‘DUCK DYNASTY’ LEVERAGES CONTENT MARKETING TO DRIVE SUCCESS
Join us for a look at the "making of a hit show" as Lori Peterzell, A&E’s Vice President of Marketing & Brand Strategy shares the innovative strategies that helped create a national cable phenomenon called Duck Dynasty. See how new ways of activating social media create buzz, brand engagement and ratings. From on air to online and with the help of key advertisers see why America is quacking up over one of television’s biggest hits. 

Lori Peterzell
Vice President of Marketing & Brand Strategy
A&E
______________________________________________

12:50pm Luncheon
1:50pm

General Session (continued)

POST FOODS SHINES THE SPOTLIGHT ON CONTENT CREATION
Learn why Post Foods views itself as a Billion Dollar Start-up and sees original content as a marketplace differentiator.  Hear details on how the content marketing strategy of such iconic brands as Honey Bunches of Oats, Fruity Pebbles, Honeycomb and Grape-Nuts cereals is resonating with on-the-go consumer.  Post Foods will discuss how this 'start-up' mentality and the formulation of a 'content studio' dramatically altered its brand marketing playbook - for the better!

Dan Curran
President

Manifest Digital

Jennifer Mennes
Director of Media and Public Relations
Post Foods
______________________________________________

L’OREAL’S REINVENTS ITS CONTENT MARKETING STRATEGY
By moving away from product-focused to customer-centric content, L’Oreal is reinventing its content marketing strategy to create meaningful stories and a sense of community to connect with today’s savvy consumers. L’Oreal will share how they are defining content and the taxonomy around it, measuring the ROI on content marketing and allocating funding.

Rachel Weiss
Vice President, Digital Innovation, Content and New Business Ventures
L'Oreal
______________________________________________

3:30pm Adjournment

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