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ANA/Effies: Effective Marketing & Media Insights @ Time Warner Inc.

This event is over.

Please click here to download the conference booklet.

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 Inc. will partner with ANA and Effie to host the ANA Members Only Conference. The program will showcase winners of the 2013 Effie Awards North America program through case studies 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:Thursday, September 12, 2013 at 8:15am
Ends:Thursday, September 12, 2013 at 3:00pm
Where

Time Warner Inc.
Time Warner Inc. Corporate Headquarters
58th Street Between 8th and 9th Avenues
New York, NY 10019

Agenda

8:15am

9:00am

Breakfast

General Session

KEY INSIGHTS FROM 2013 EFFIE AWARDS
Effie Worldwide will present key insights learned from the 2013 Effie Awards North American program.   With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling the discussion on the drivers of marketing effectiveness.

Eva Kasten
Managing Director
Warc Americas
____________________________________________

FORD:  UNLEASH YOUR INNER MUSTANG
Ford's iconic Mustang was facing a shrinking segment and its first real competition in over a decade. To regain its relevance at a critical moment in the category, the company changed the conversation around the greatest driver of purchase in the segment; exterior design.  Ford’s highly social “Unleash Your Inner Mustang” campaign wielded digital, mobile, social, and traditional channels in innovative ways to build a passionate community of over 4 million fans, grow sales 19% YOY, and generated the highest level of brand favorable opinion on record.

Scott Kelly
Marketing Communications Manager

Ford Motor Company

Andy Martin
VP, Planning Director

JWT/Team Detroit
____________________________________________

JETBLUE GETAWAYS GET AWAY WITH IT
If the most exciting thing about vacation planning is imagining the experience, why not play up the fun ahead?  JetBlue introduced “Get Away With It”, the first-ever live online game show that utilized cutting-edge technology to create a new form of branded entertainment. The campaign was designed to allow JetBlue’s target audience to escape for a bit, a nice departure from the rest of industry where price and comparison shopping adds to the stress of vacation planning. Discover how JetBlue Getaways awareness more than doubled after the game.

Elizabeth Eelman
Manager of Advertising

JetBlue Airways

Keith Lusby
SVP, Group Media Director

Mullen’s Mediahub

Chris Plating
Associate Planning Director

Mullen
____________________________________________

JOHNSON & JOHNSON:  RE-IMAGINING THE BAND-AID BRAND
Band-Aid was facing a familiar problem - how to add value and differentiate themselves from private label bandages - especially in the eyes of younger, cost-conscious moms who feel “They all work perfectly well so why pay more?”    Everything changed when Johnson & Johnson realized they needed to re-imagine the Band-Aid brand not as a wound care product but as an agent of distraction for kids who are hurting.  Learn how Band-Aid leveraged augmented reality to drive brand value and sales. 

Susan Yan Tang
Marketing Director of the U.S. Oral Care

Johnson & Johnson

Cathy Clift
Executive Planning Director and Head of Strategic Planning

JWT NY
____________________________________________

12:50pm Lunch
1:50pm

General Session Continued

PRUDENTIAL PAINTS A REAL PICTURE OF RETIREMENT IN AMERICA
In 2010, Prudential worked with their agency Droga5 to reposition the company as a 21st century financial solutions institution tackling America’s biggest financial challenges. With the birth of Prudential’s master brand campaign, Bring Your Challenges, and the subsequent retirement-focused Day One movement, Prudential generated significant brand reappraisal, as well as an increase in brand awareness, consumer engagement and positive messaging response. Since launch, the Day One campaign has been awarded by institutions like TED, Cannes Lions and Effie Worldwide, among others.  Learn how Prudential transformed their brand positioning which drove successful business results.

Niharika Shah
VP, Marketing and Advertising Strategy

Prudential Financial

Zach Foster
Brand Strategy Director

Droga5
____________________________________________

MIZUNO USES WORD-OF-FOOT MARKETING TO PROPEL THEIR BRAND
Mizuno had less than 1% share of voice.  Because their shoes are made for runners, not couch potatoes, they feel less soft and comfortable when people try them on in the store. Learn how Mizuno and McKinney’s decision to put 600 free pairs of Mizunos on running junkies’ feet created a thriving community of brand ambassadors, changing the fortunes of the brand and earning Mizuno recognition as the most effective brand in North America.

Ahmet Abaci
VP of Brand Marketing

Mizuno USA

Jonathan Cude
Chief Creative Officer

McKinney
____________________________________________

3:30pm

SPECIAL TOUR OF TIME WARNER INC. MEDIALAB
Time Warner Inc. 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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