Influencer Marketing

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I. Beyond the Buzz: The Changing State of Influencers (10:00AM – 10:50AM)
As the role of influencers becomes more ubiquitous with brand marketers, what shifts in the landscape do we see happening now? How can we as marketers remain diligent in maintaining brand integrity? And how do we maximize each influencer opportunity to authentically amplify brand voice? The impact influencers continue to have on CPG marketing is significant. How must we evolve to remain ahead of a very intuitive and fickle consumer set.

Join Dean Foods and Legend PR as they explore and discuss these questions and many more.

Marissa Henderson Jarratt, 
Vice President, Head of Marketing, Dean Foods Company
Mike Surabian, 
Senior Vice President, Legend Public Relations

COFFEE BREAK (10:50AM – 11:10AM)

II. The Consequences of Influencer Marketing Campaigns – The Good, The Bad and The Unintended  (11:10AM – 12:00PM)
Working with Social Media and Influencers can be a tricky business, especially when programs take on a life of their own.  Rachel Berry and Steve Kall, Group Managers of CRM and Loyalty with Verizon, will candidly share the consequences, both good and bad, of these human-fueled mediums.

Rachel Berry, 
Group Manager, CRM & Loyalty, Verizon Communications
Steve Kall, 
Group Manager, CRM & Loyalty, Verizon Communications

One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. In this roundtable, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch. Come prepared to pose questions, exchange ideas and get insights from the group to current challenges, future opportunities and best practices in this “off the record” peer-to-peer conversation.

III. How ANA Members are Using Influencer Marketing (1:15PM – 2:00PM)
According to a brand new ANA survey, three-quarters of ANA member companies have used influencer marketing in the past year. Furthermore, the main objective when engaging in influencer marketing is brand awareness.  In this session we’ll share full results of this survey including insight on types/number of influencers used, media channels employed, compensation, legal disclosure, measurement, and more.

Paul Robinson, 
Director, Brand Activation, ANA