| |
 

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

This event is over.

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 3:30pm
Where

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

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

 

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

Upcoming Events