Snapshots
Cotton Incorporated: Leveraging Bloggers and Crowdsourcing to Build Brand Experience
Marissa Barlin, co-director, consumer marketing, strategic alliances at Cotton Incorporated, and Mandi Zansky, associate creative director at Jack Morton Worldwide, discussed Cotton’s 24 Hour Runway Show and the use of bloggers to curate content and build brand momentum.
How the Largest Collective Bargaining Agreement in the Entertainment Industry Affects Marketers
Doug Wood, senior partner at Reed Smith LLP, and Stacy Marcus, associate at Reed Smith LLP, discussed changes to the 2013 Commercials Contract, which they helped negotiate with the SAG-AFTRA union on behalf of the ANA-4A’s Joint Policy Committee for Broadcast Talent Relations.
Miles Nadal: Perspective from an Agency Holding Company Leader
Miles Nadal, chairman and CEO of MDC Partners, sat down with Bob Liodice, president and CEO of ANA, to discuss changes to the industry and how MDC is driving optimum collaboration between its agencies and client procurement.
Precision Marketing + Big Data = Lower Costs, Higher ROI
Sandra Zoratti, vice president, marketing at Ricoh, Inc., discussed how data-driven marketing allows marketers to reduce costs and increase return on investment.
A Movement, Not a Message: Creating Real Momentum in Positioning Your Brand
John Marshall, senior partner, global director of strategy at Lippincott, discussed six ways marketing can create an internal movement to drive brand leadership externally.
American Express Engages Employee Diversity Networks to Drive Growth
Dante N. Mastri, global strategy and capabilities, global merchant services at American Express, discussed Shop Small Provincetown, a pilot initiative created by its PRIDE employee network to reach diversity market segments.
Legal Update: Developments from Europe
Huw Morris, associate at Reed Smith LLP, discussed developments in Europe, including copyright, advertising, and consumer privacy regulation.
Macy’s Approach to Multicultural Marketing
Maria Cristina Rios, director, multicultural marketing and media strategy at Macy’s Marketing, discussed how Macy’s total strategy has been applied to a multicultural marketing campaign focused on Hispanic Heritage Month.
The Clearance Process for Commercials
Marilyn Colaninno, director of rights and clearances at Reed Smith LLP, provided an overview of the network clearance process and discussed helpful tips for marketers.
TrueView: Unlocking the Creative Potential of Digital Video
Mark López, head of U.S. Hispanic audience and pan-regional sales at Google, discussed how marketers can use digital video to reach Hispanic consumers.
Washington Update
David Buzby, director, government relations at ANA, discussed the latest issues and developments in Washington regarding ad taxes, “do not track,” food advertising, and ICANN’s top-level domain program.
Honest Tea Drives Growth Through Authenticity and Social Responsibility
Seth Goldman, president and TeaEO of Honest Tea, discussed how an entrepreneurial team of true believers leveraged innovative brand marketing and a socially-conscious vision to build a national brand.
Procurement Collaboration Success Case Study
Sean Dowd, senior manager global strategic sourcing, and Mariann Coleman, global relations and performance at Intel Corporation, discussed the evolution of their marketing and marketing procurement relationship.
ADT: The Power of Content Marketing
Tony Wells, chief marketing and customer officer at ADT Security Systems, discussed how the company has moved from direct response TV advertising to using strategic content partnerships to reach consumers in new and different ways.
Cleveland Clinic: Building a Global Brand
Cynthia Galbincea, executive director, marketing communications at Cleveland Clinic, discussed how the team has successfully utilized a paid, owned, and earned media strategy to increase brand awareness and engagement.
Denny’s: Rejuvenating an American Icon
Frances Allen, executive vice president, global brand strategy and chief marketing officer at Denny’s Inc., discussed how Denny’s has revamped its marketing and brand strategy to reflect its new positioning as America’s Diner.
InterContinental Hotels Group: Leading a Global Marketing Transformation
Larry Light, chief brands officer at InterContinental Hotels Group, discussed how building brand preference is the company’s new business mission.
Procter & Gamble’s Tide: Newsdesk Marketing
Sundar Raman, marketing director, North America fabric care at Procter & Gamble, discussed the Tide Newsdesk and how it has helped build the Tide brand in real time.
Microsoft Advertising: Top Ways Marketers Can Leverage Cross-Platform Engagement
Natasha Hritzuk, global director of research and insights at Microsoft Advertising, discussed Microsoft’s Cross-Screen Engagement Study.
ANA Member Social Snack Pack: Petco
Kat Smith, director, social media and commerce at Petco, discussed their social media video program.
