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ANA/Effies: Effective Marketing & Media Insights hosted by Time Warner

This event is over.

In a dynamic and ever-evolving marketing landscape, the distinction between ‘media’ and ‘creative’ is becoming harder to make and ideas are expected to inspire thoughtful dialogue about the ever-changing industry.  Brands must take advantage of all channels of communication in order to establish unique connections with their consumers.

Whether mainstream or unconventional, digital or print, what does today’s most effective work look like?

On September 12th, in New York City, Time Warner will partner with ANA and Effie to host the ANA Members Only Conference. The program will showcase Effie Case Studies, as well as a conversation with the winners of the 2012 Effie Awards North America program that will focus on best practices for bringing ideas to life, key insights and industry trends. The Effie Awards recognize the most effective advertising – advertising that drives results – and their mission is, “to recognize, educate and encourage effectiveness among the marketing communications industry.”  Join us as we celebrate this year's elite in the marketing community.

 

When
Begins:Wednesday, September 12, 2012 at 8:15am
Ends:Wednesday, September 12, 2012 at 3:00pm
Where

Time Warner Center
1 Time Warner Center
58th Street Between 8th & 9th Avenues
New York, NY 10019

Agenda
8:15am

Breakfast

9:00am

General Session

EFFIE REPORT 2012:  DRIVERS OF MARKETING EFFECTIVENESS
The Effie Report will identify the drivers of marketing effectiveness in the North American market today.  Using the data set of the 2012 Effie Awards North American program, key insights and trends on what it takes to create and implement effective marketing communications strategies in today's marketplace will be presented.

Philip Herr
Senior Vice President, Intelligence
Millward Brown

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CHOBANI:  A LOVE STORY ABOUT YOGURT
This is the story of a young yogurt company going head-to-head with industry goliaths who controlled two-thirds of the market and had 20x the budget. Discover how Chobani was able to see flaws in category conventions and introduce their yogurt in a completely new way which resonated with early adopters. Learn how far an underdog brand can go when they take the emotional high ground, appealing to consumer’s hearts, not heads.

Tenny Pearson
Managing Partner, Group Account Director
Gotham, Inc.

Doron Stern
Vice President, Marketing

Chobani
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EFFIES PANEL DISCUSSION:  HOW TO BRING BIG IDEAS TO LIFE
Media proliferation requires marketers to have true insight into their target and strike a connection with them at just the right time, in just the right place, with just the right message.  Past Effie Award winners and judges will share what it takes to derive the key insight that leads to a "big idea" and how to effectively bring that big idea to life.

Moderator:
Carl Johnson
Effie Worldwide Chairman and Co-Founder
Anomaly

Panelists:
Frances Allen
Executive Vice President and Chief Marketing Officer

Denny’s Corp.

Nadine McHugh
Vice President, Global Integrated Media Communications
Colgate-Palmolive

Kristen O'Hara
Chief Marketing Officer
Time Warner Global Media Group

Ron Rolleston
Executive Vice President, Creative & Business Development
Elizabeth Arden Co.
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12:50pm

Lunch

1:50pm

General Session cont.

HTC SENSATION:  BRINGING INSTANT GRATIFICATION TO ADVERTISING
When the HTC Sensation 4G launched it needed to stand out from 4G phones already on the shelf. It needed cool.  HTC decided that if the phone couldn't be a first, then the campaign could. HTC teamed with Google Goggles and local artists to develop original content that was linked to scannable ads. When people scanned the ad, they could download free contentlike music and wallpapers right to their phone. Learn how HTC's launch campaign offered more than just information and logos—it offered instant gratification.

Kyle Acquistapace
Partner, Director of Media & Data Strategy
Deutsch LA
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IBM:  WATSON
IBM's Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated paid, owned and earned media campaign drove Jeopardy!’s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby "Person of the Year." This campaign not only created a future one billion dollar category, it also paid back immediately at 21 times in revenue and 3 times in profit.

Ann Rubin
Vice President, IBM Brand Expression and Global Advertising

IBM Corporation

Kim Duffy
Senior Partner, Executive Group Director
Ogilvy & Mather
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SPECIAL TOUR OF TIME WARNER MEDIALAB
Time Warner Medialab is a state-of-the-art research facility that allows Time Warner and its key partners an opportunity to understand consumer behavior across the content spectrum, from media all the way through retail.  Time Warner built the Medialab to help them continue to create best-in-class content for every consumer experience.  ANA Members are invited to take an exclusive tour of this 9600-square-foot facility in New York City which provides insight into how consumers engage with content and enable “hands-on” testing with the latest in devices and distribution platforms. To learn more about the facility, click here: www.timewarnermedialab.com
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3:00pm
Adjournment

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