General Session

TRUSTING YOUR INSIGHTS: A SUCCESS STORY FROM SUN LIFE FINANCIAL
Go "Behind-the-Madness" with Sun Life Financial and hear how they  took on the conventional wisdom-operating within a conservative industry, aggressive regulations, budget pressures-and trusted their customer insights to drive results from last year's March Madness sponsorship initiative. As part of this presentation, Sun Life Financial will share the insights and strategy that drove this successful advertising campaign-featuring an innovative combination of live programming integrated with traditional media and customer insights.

William Webster
Vice President, Brand Management
Sun Life Financial U.S.

Roberta Ruel
Assistant Vice President, Brand & Creative Marketing, Voluntary Benefits and Employee Benefits Group
Sun Life Financial U.S.
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CONSUMER FINANCIAL PROTECTION BUREAU SIMPLIFIES CREDIT CARD AGREEMENTS WITH CONSUMER INSIGHTS
Two-thirds of consumers say they don't understand how their credit cards work-not surprising as the typical agreement is eight or nine pages with legal language and hard to read font. In December 2011, the government unveiled a prototype of a new credit card agreement, with the goal of making sure consumers understand what they're getting into when they get a new card. The new agreement is shorter, written in plain language, and explains key features upfront-all changes implemented from consumer insights. In this session you will learn about the consumer insights that lead to the simplified agreement and you will also hear how simplified design approaches can reform the banking industry for consumers.

Neil Parker
Chief Strategy Officer
Co Collective

Mark Egerman
Policy Analyst
Consumer Financial Protection Bureau
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FROM INSIGHTS TO ACTION: UNLOCKING YOUR BRAND'S POTENTIAL
Tapping into customer insights isn't as easy as it used to be. It's not just about research done months in advance and then rolled out in a media plan. It's about real-time conversations, real-time adjustments, and partnering with your customer to mold and nurture your brand. In this session you will learn how BabyCenter leverages consumer insights to power everything-from product innovation and content development to connecting marketers with consumers to help them socialize the message, evangelize their product, and amplify their brand.

Suzanne Skop
Vice President, Advertising Sales
BabyCenter, LLC (a Johnson & Johnson Company)
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General Session Cont.

LEARN HOW CUSTOMER INSIGHTS CAN TURN INTO SOCIAL "COMMERCE"
Get a behind-the-scene look at how you can turn customer insights into game-changing initiatives that drive big results with a new study just released at South by Southwest by NBCUniversal Integrated Media. Learn how new advances in customer insights can turn social "friendships" into social "commerce" in this presentation.

Melissa Lavigne-Delville
Vice President, Trends and Strategic Insights
NBCUniversal Integrated Media Group
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IS IT THE MESSAGE OR THE MEDIUM - OR BOTH? LEVERAGE CUSTOMER INFORMATION TO ACHIEVE ROI
The results of a recent study conducted for Xerox Corporation confirm that people are more likely to respond to information and offers that are relevant to them and their specific interests, and communicated through the channels they prefer. Although this type of individual attention seems a daunting task in today's fast-paced, digital environment, it is possible and even practical to engage in ongoing, one-to-one communications with each of your customers, across multiple media channels. In this session, you will learn more about the results of the survey, the benefits of personalized, customized communications, existing technology that enables us to have individualized customer relationships, and how you can leverage your customer information to achieve dramatic returns on your marketing investments.

Lawrence Zusman
Worldwide Marketing Manager
XMPie, A Xerox Company
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TURNING INSIGHTS INTO ACTION
The richest learning at ANA events is often from peer-to-peer open exchanges.  To end the day, we’ll have an open discussion on where insights come from and lessons learned while using insights to drive new thinking and competitive advantage.  Share your experiences while learning from your peers at other ANA member companies.
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