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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.

When
Begins:Wednesday, September 10, 2014 at 8:15am
Ends:Wednesday, September 10, 2014 at 3:00pm
Where

Kraft Foods
401 North Michigan Avenue
Suite 3400
Chicago, IL 60611

Registration Pricing
    Member Rate Non-Member Rate
  Members Only Conference Complimentary Not Available


Agenda
Wednesday, September 10, 2014
8:15am  

Breakfast

9:00am  

General Session

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.

Deanie Elsner

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.

Chris Carlisle

Vice President, Marketing

Jarden Home Brands

Jeff Fromm

President, and Co-Author of “Marketing to Millennials”

FutureCast

 

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.

Valerie Albanese

Senior Vice President, Consumer Marketing

Lifetime

12:00pm  

Lunch

1:00pm  

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.

Donna August

Director, B2B marketing

Cars.com

 

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.  

Chris Holodak

HR Communications Manager

BASF

Jennifer Zanfardino

Manager, Client Services and Strategy

Monaco Lange

3:00pm  

Conference Adjournment

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