2008 Annual Conference

Thursday, October 16

Friday, October 17

Bob Liodice
President and Chief Executive Officer
ANA

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The keynote speaker of the 2008 Annual Conference, Procter & Gamble CMO Jim Stengel, will kick off the “Growth” conference with his ‘valedictory address.’ Never one to shy away from being provocative, Mr. Stengel will provide an overview of the marketing industry with his always-critical eye and forecast where he sees the industry going. Importantly, he will identify how the marketing community will become growth champions.

Jim Stengel
Global Marketing Officer
Procter & Gamble

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A few years ago, the news from Hewlett-Packard concerned internal dissent about Compaq, Dell, and other companies entering the valuable printer market. HP, the darling of the technology business and preeminent printer company, needed to realign its marketing strategy to maintain its stronghold in the industry—and it did. Engaging, innovative ads turned HP into the leading technology company. CMO Mike Mendenhall will tell us how HP achieved this remarkable growth.

Mike Mendenhall
Chief Marketing Officer
Hewlett-Packard

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Ritualize growth. Every day we all perform rituals. Whether it is brushing our teeth, stopping for coffee, or eating a meal, each of us has a daily routine that we follow. The opportunity for growth comes when marketers persuade consumers to begin new ones that incorporate their brands. BBDO conducted a global study, The Ritual Masters, and CEO Andrew Robertson will explain just how these rituals can create new growth and volume opportunities for marketers and their brands.

Andrew Robertson
President and Chief Executive Officer
BBDO Worldwide

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Food is always a tough business. With the rising prices of commodities, it’s even tougher these days. Layer that with the increasingly scrutinized food marketing to children, and it appears as though General Mills would find itself in a bit of a growth bind. On the contrary, they are experiencing incredible success and business growth and came out as one of the first companies to embrace the Food and Beverage Initiative. CMO Mark Addicks will discuss General Mills’ marketing recipe for growth—is it packaging? advertising? social responsibility? or the perfect mix of it all?

Mark Addicks
Chief Marketing Officer
General Mills

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Andrew Rosenthal
Editorial Page Editor
The New York Times

General Session contd.

CMO Anne Finucane’s story with Bank of America begins with an established brand that had the challenge of maturing and developing into a growth engine. There was a need to update the brand, become savvy, and simply make the bank relevant again. By being progressive in its messaging, Bank of America broke through the clutter and became one of the largest banks in the United States. Ms. Finucane will reveal the inside story of this growth machine and discuss how the business is performing in these tough economic times.

Anne Finucane
Chief Marketing Officer
Bank of America

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Quite simply, Zappos.com does everything right—and the end result is one of the fastest-growing companies in America. The company's culture has been cultivated to support and maintain customer service, which ensures that consumers will remember the brand. CEO Tony Hsieh will explain how all of the functions of the company—the Web interface, warehouse staff, and customer support personnel—collectively work to create "Wow moments" to ensure that consumers remember Zappos.com. Is there a better growth story?

Tony Hsieh
Chief Executive Office
Zappos.com

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Saturday, October 18

TiVo Inc. Breakfast

Tom Rogers
Chief Executive Officer
TiVo Inc.

Bob Liodice
President and Chief Executive Officer
ANA

Coca-Cola is the world’s most-beloved brand, with more equity than any other, but it was also a company in trouble and needed a big wake-up call. CEO Neville Isdell came in and re-invigorated the brand. All across the world, Coke came out with clever, new advertising and marketing and returned to a story of growth. CMO Joe Tripodi will detail how they staged their big comeback, and what Coca-Cola has planned to insure that this venerable growth brand continues to succeed.

Joe Tripodi
Chief Marketing and Commercial Officer
Coca-Cola

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Claire Bennett, American Express’s senior vice president, will share a growth story which has a different focus than most. American Express does not need to build brand awareness but, instead, focus on consumer engagement. They are intent on making American Express an affinity brand through avenues like events, concerts, Webisodes, and charities. The brand has been at the forefront of embracing new media and completely changing the long-term formula for growth. While television remains an important part of its communications mix, American Express is now a savvy user of online media, including creating opt-in media content.

Claire Bennett
Senior Vice President, Global Marketing
American Express

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Brands today must do more than supply a product or service—they must form connections with consumers. Like any strong relationship, this takes ongoing communication and focused innovation. Joaquin Hidalgo, CMO of the Nike brand, and Bob Greenberg, CEO and global chief creative officer of R/GA, discuss the new places they’re taking consumers and how the client/agency partnership is being redefined.

Joaquin Hidalgo
Vice President Global Brand Marketing
Nike, Inc.

Bob Greenberg
Chairman and Chief Executive Officer
R/GA

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The CEO of Interbrand, Jez Frampton, will take this opportunity to discuss how to drive brand growth by driving brand value. He will explain exactly why brand value is important, using the results of different types of research including Interbrand’s 2008 Best Global Brands survey. He will also share what you can learn from others, what you can do to create brand value, and insights on discerning the part of your brand that will create the most value.

Jez Frampton
Chief Executive Officer
Interbrand

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Golf Tournament Sponsored by Microsoft Advertising

Tennis Tournament Sponsored by USA Today

CMO Roundtable Sponsored by Interactive Advertising Bureau
The ANA, in concert with the AAAA, IAB, and Booz & Company, is involved in a breakthrough study on the evolution of the marketing supply chain. This research, entitled Marketing Media Ecosystem 2010, is the first to address the entire, interconnected marketing ecosystem. It examines the leading marketing strategies, organization designs, and capabilities required across the value chain for 2010 and beyond. Phase 1 was unveiled at the 2007 Annual Conference and Phases 2 and 3 in the year since. During this roundtable, CMOs will discuss the implications of the collective findings, what they mean, and what marketers must do today.

Randall Rothenberg
President and Chief Executive Officer
IAB

Chris Vollmer
Vice President
Booz & Company

Moderator
Richard Costello
President
MagicEcho

Panelists
Gary Elliott
Vice President
Hewlett-Packard Company

John Harrobin
SVP, Marketing & Digital Media
Verizon Communications

Becky Saeger
Executive Vice President and CMO
Charles Schwab Company, Inc.

Steve Sullivan
Senior Vice President
Liberty Mutual

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Sunday, October 19

Bob Liodice
President and Chief Executive Officer
ANA

The recent downturn in the economy has undoubtedly made marketers take a closer look at their media and marketing decisions. E*TRADE CMO Nick Utton will be joined by Spark Communications/SMV Group President Ken Zasky, and they will look at growth in a time of recession and outline principles to help guide you through this uncertain time. E*TRADE and SMV Group’s Spark are positioning the company for growth in a recession by continuing to invest in strategic advertising. They will provide a toolbox of marketing investment strategies that help build brands and business growth despite economic strife.

Nick Utton
Chief Marketing Officer
E*Trade Financial

Ken Zasky
President
Sparks Communication

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Marketers struggle with accountability and making decisions because of inadequate facts and data. Drew Slaven, general manager of Mercedez-Benz, and Paul Price, global president of Rapp Collins, will show how data can drive marketing growth. The digitalization of marketing and communications channels has opened up literally zillions of new data points that marketers can utilize. Once these are aggregated and analyzed, new insights are formed for every point on the customer journey. They will take us through that process and showcase how the automotive category, in particular, creates growth by using informed marketing mix modeling.

Paul Price
Global President
Rapp Collins

Drew Slaven
General Manager
Mercedes-Benz

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In a collaborative effort, Unilever and Stop & Shop partnered to better understand what shoppers seek—or don’t—when they shop for groceries. From the insights gained, the companies developed a cohesive co-marketing program designed to bring shoppers to, and through, the entire store, which resulted in larger sales per trip. Lisa Klauser from Unilever and Stephen Vowles of Stop & Shop will show how this innovative, successful initiative was planned to deliver sustainable growth, new purchase behavior across categories, and appreciation from shoppers.

Moderator
Dina Howell
General Manager,Global Operations Marketing
The Procter & Gamble Company

Panelists
Stephen Vowles
Senior Vice President of Marketing
Stop & Shop Supermarket Co.

Lisa Klauser
Vice President, Consumer and Customer Solutions
Unilever PLC

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Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their messages to their customers. Since 1968, winning an Effie has become a global symbol of achievement. Mary Lee Keane, the executive director of the American Marketing Association, will present case studies of winners and divulge exactly what it takes to be an Effie winner.

Mary Lee Keane
Executive Director
The Effies

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Conference Adjournment