Integrated Marketing @ Kraft Foods presented by A&E Networks (Members Only Conference)
Studies show that multichannel consumers spend more, shop more frequently, and are more brand loyal. To target these customers, marketers must develop the right marketing mix combining new and traditional channels to deliver an interactive and engaging experience in whatever medium their customers prefer to use. However, the explosion of choice has complicated the lives and practices of marketers, creating massive challenges for effective integration. This event will showcase how top marketers develop, execute, and evaluate their integrated marketing communications strategy. At the upcoming ANA Integrated Marketing Members Only Conference hosted by Kraft Foods, you’ll hear from leading marketers representing a diverse array of industries on what Integrated Marketing looks like today and where the creative comes from.
Download the ANA Event Guide at e.ana.net.
|Begins:||Wednesday, September 10, 2014 at 8:15am|
|Ends:||Wednesday, September 10, 2014 at 3:00pm|
401 North Michigan Avenue
Chicago, IL 60611
|Member Rate||Non-Member Rate|
|Members Only Conference||Complimentary||Not Available|
Wednesday, September 10, 2014
Integrated Marketing 2014: From the HOW to the WHO
The struggles of marshalling multiple agencies and finding a way for many hands to join together around one big idea seem almost charmingly nostalgic and surely much too “static” for today’s ever-changing media landscape. Deanie Elsner, CMO of Kraft Foods, will assert that in today’s modern world of storytelling, the responsibility is now more than ever on clients to be more than marshals of agency resources – but the true “stewards” of their brand’s communication.
Executive Vice President and Chief Marketing Officer
Kraft Foods Group
A 130-YEAR-OLD BRAND WINS OVER MILLENNIALS
The Jarden team took the Ball®brand and re-invented it to appeal to a Millennial mindset. They preserved the authenticity of Ball Jar while tapping into consumer ideas that reimagined the brand for this generation. By involving both product and communications solutions that re-positioned the brand as more than just a caning jar, Jarden stayed true to their mission to create what endures. Learn about concepts that include; how to develop a strategy in content excellence, and how to strengthen your brand love among millennial consumers.
Vice President, Marketing
Jarden Home Brands
President, and Co-Author of “Marketing to Millennials”
A&E NETWORKS: INTEGRATED MARKETING PRACTICES THAT DELIVER
Lifetime’s SVP of Consumer Marketing, Valerie Albanese, will share the multi-touchpoint creative strategy employed to build buzz, awareness and anticipation for Lifetime’s hit series “Devious Maids”. Valerie will review how the campaign was integrated with creative messaging from America’s top CPG Company. Custom content employing music and humor showcased the client’s products and their attributes, within the context of the series. Come see and hear how the campaign was in tune with a custom music video of Jason Derulo’s hit song “Talk Dirty to Me” featuring the cast of the show.
Senior Vice President, Consumer Marketing
General Session Cont.
CARS.COM: INTEGRATING MOBILE IN THE CAR BUYING PROCESS
Understanding how car shoppers use their smart devices to complement traditional online research is essential to car dealers’ success. Now that over half of all consumers own and use a smartphone, decisions that used to be relegated to a desktop or laptop computer are now being made across multiple devices at numerous points in the car buying process. Hear how Cars.com used their “Go Mobile” campaign to give car dealers the ability to connect with and influence a rapidly growing segment of car buyers, both before they arrive at their dealership and, more importantly, once they’re on the lot.
Director, B2B marketing
INTERNAL BRAND MAKEOVERS
Every organization has a compelling story to tell. Learn how BASF, the world’s largest Chemical company branded their Total Rewards package and created one of the most unique and creative compelling total offers in the market with the help of Monaco Lange. And all without increasing base salaries or making major changes to their benefits.
HR Communications Manager
Manager, Client Services and Strategy