Integrated Marketing @ Kraft Foods presented by A&E Networks (Members Only Conference)

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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.

Agenda

TIME	EVENT DETAILS	LOCATION
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
	BIG LOTS! FROM IMPROVISING TO INTEGRATION: BRAND VOICE IS KING Leading discount retailer Big Lots! is undergoing a brand transformation fueled by an integrated marketing strategy led by new marketing leadership at the company in partnership with Chicago agency, O'Keefe Reinhard & Paul. Using improv as a process by which to extend Big Lots’ brand voice across the market, Big Lots is seeing customer engagement success online and sales success in store. Brandi Ply, Director of Strategy for Big Lots, and Sue Gilian, Creative Director at OKRP, share strategies for creating efficient content that integrates across multiple channels and drives sales. Brandi Ply Director of Strategy Big Lots Sue Gillan Creative Director O’Keefe, Reinhard & Paul
	A&E NETWORKS: INTEGRATED MARKETING PRACTICES THAT DELIVER Lifetime’s SVP of Brand Creative, 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, Brand Creative Lifetime
12:50pm	Lunch
1:50pm	General Session Cont. CARS.COM: INTEGRATING MOBILE IN THE CAR BUYING PROCESS During the automotive industry's largest event of the year, NADA, Cars.com was able to cut through the clutter and deliver a message ("Go Mobile") that really stood out and resonated amongst all target audiences. "Go Mobile" was a call to action for a world of dealers who are still uncertain about the mobile marketplace. It encouraged them to rethink their marketing. To question if they are taking advantage of opportunity, instead of being taken advantage of. And then, to realize that with Cars.com, optimizing their mobile marketing is as easy as choosing the right partner. Cars.com used current consumer trends, content and insights to provide dealers the best ways to leverage the power of mobile, build consideration and connect with a rapidly growing segment of car shoppers. Hear how Cars.com took an integrated approach to the "Go Mobile" campaign and engaged employees, dealers and the industry with a diverse and innovative set of pre, during and post-show tactics. 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
3:30pm	Conference Adjournment