General Session

TURNER SPORTS: EMBRACING THE MADNESS & ELIMINATING THE CONFUSION
Turner Sports entered the year with the ambitious task of taking one of the most popular and well-known franchises in sports and establishing new patterns for its massive television and online audiences through a multi-platform marketing campaign. 2011 marked the beginning of a new 14-year partnership between the NCAA, Turner Sports and CBS Sports to present the NCAA Division I Men's Basketball Championship in a completely new format and with an earlier tournament start date on a channel that had not previously aired live sports. For the first time in the tournament's 73-year history every single game of the tournament would be available live, in its entirety, across four national television outlets (TBS, CBS, TNT and truTV) as well as online. The Tournament would also tip-off two days earlier on new partner truTV with an expanded field. The goal was simple the solution multi-layered: use a fully integrated marketing plan to build awareness to activate on all platforms including the creation of a new "sports holiday" (National Bracket Day), use of cutting edge real-time digital marketing and an aggressive integration of social media to embrace choice and eliminate confusion for this rabid fan-base. Join Turner Sports as they provide an inside look at how they shaped the message of this seminal event in cable television history.

Christina Miller
Senior Vice President and General Manager, NBA Digital
Senior Vice President, Turner Sports Strategy, Marketing, & Programming
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CRAYOLA:  FINDING YOUR TRUE NORTH - DO YOU KNOW WHAT YOUR BRAND REALLY STANDS FOR?
For over a century, the Crayola brand has been synonymous with creativity and kids and both have always been at the center of Crayola's corporate culture. Throughout their history, Crayola products have been inspired by insights from parents, their children and educators which continue to shape the culture of the company today.  From the office environment to the "rules for the playground", the company has not lost its roots or focus.  Crayola continues to ground itself in its history and is biased for action against the purposeful goal of unleashing the originality in every child. Discover how Crayola understands and articulates their brand identity using integrated marketing in a way that compels change in internal culture and consumer communication.

Vicky Lozano
Vice President, Marketing
Crayola LLC
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DUPONT CREATES DEEPER CONNECTIONS THROUGH INTEGRATED CAMPAIGNS
This year, DuPont unveiled a global initiative built around the platform "Welcome to the Global Collaboratory" with a branded content program developed by OgilvyEntertainment.  In partnership with the BBC, DuPont and Ogilvy helped create a new series called Horizons.  Horizons examines the future of business, looking at the companies around the world that are likely to be making the greatest impact in influencing the way mankind will live and work in the future.  DuPont is able to leverage the programming with shorter mini-documentaries that highlight specific DuPont led programs around the world.  The integrated effort is about demonstrating DuPont's thought leadership on how the world is changing and the ways in which collaborative innovation between governments, corporations, scientists and others is changing the world.   In this session, discover how integrated campaigns with branded content at the center can enable a broader and deeper connection with audiences around the world.

Otto Bell
Creative Director
OgilvyEntertainment

Erich Parker
Global Director, Strategic Corporate Communications
DuPont
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General Session cont.

PUTTING THE MESSAGE ON SCREEN...ALL OF THE SCREENS
Long gone are the days when a brand's participation in a television series was limited to a thirty-second spot.  The industry has evolved beyond the in-show product placement or a sponsored watch-and-win sweepstakes.  Now, savvy brands are partnering with studios and networks to create a 360-degree approach that allows advertisers to reach their consumers through a myriad of creative ideas across multiple platforms. Whether it's in-show, on-air, digital extensions, original production or social media, Warner Bros. Worldwide Television Marketing will take us through client-side marketer case studies that exemplify how the industry's leading producer of television series uses creative execution to integrate brands beyond the TV screen and put it on all the available screens. 

Jill Allemand
Vice President, Integrated Marketing
Warner Bros. Worldwide Television Marketing
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BEST INTEGRATION PRACTICES OF BRANDS BIG AND SMALL
Richard Costello, founder of MagicEcho and an ANA School of Marketing Instructor, has worked with many companies to analyze marketing campaigns and to identify best practices in integration.  Prior to founding MagicEcho, Richard worked for 22 years as the "brand guru" for GE. He led the development and implementation of the long running "We Bring Good Things to Life" advertising campaign. 

In this session, Richard will identify the top best practices in integration and will share examples of both B-to-C and B-to-B campaigns from brands with budgets ranging from enormous to modest. Along the way you will also learn about tools that help assess integration effectiveness during the campaign planning phase. For the last decade this ongoing analysis has been the foundation for his "Principles of Integrated Marketing Communications" seminar, one of the ANA School of Marketing's most popular courses.

Richard Costello
Founder
MagicEcho
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