Committees | Events & Webinars | Brand Management | ANA

Brand Management

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NETWORKING BREAKFAST (9:00 – 9:30AM)
INTRODUCTIONS (9:30 – 9:45AM)


I. MEDIA TRANSPARENCY UPDATE
(9:45AM-10:30AM)
ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. This session will provide a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.

Speaker:
Bill Duggan, Group Executive Vice President – ANA


II. TIAA: HOW A NEARLY 100 YEAR-OLD ORGANIZATION CHANGED ITS GAME (10:40-11:30AM)
Earlier this year, TIAA-CREF not only announced it was changing its name but also changing its game. The launch of the shortened name, TIAA, was accompanied by a new logo and completely redesigned website. In this session, Chris Needham, Vice President of Brand Strategy – TIAA, will share details behind TIAA's transformation to a more customer-centric organization, how the brand was re-launched through a multi-channel marketing campaign to pave the way for the next 100 years, as well as the lessons he learned along the way.

Speaker:
Chris Needham, Vice President of Brand Strategy  – TIAA


III. BNY MELLON: DRIVING INNOVATION AND DIGITAL TRANSFORMATION (11:30AM-12:15PM)
Bank of New York Mellon, one of the longest-lasting financial institutions in the world, keeps innovation at the core of their business strategy. This is what has helped them to endure for so long. In this presentation, BNY Mellon will share how they have brought that innovative spirit to life in their communications platform and story-telling strategy. They will share the lessons learned and best practices.

Speaker:
Maria D’Errico, Global Head of Strategic Marketing Services  BNY Mellon


LUNCH (12:15PM – 1:00PM)


IV. USAA: INCREASING REACH WITH SOCIAL MEDIA (1:00-1:45PM)
USAA, the financial services and insurance group, recently used Facebook and Instagram video ads to supplement its TV ads and honor the nation's veterans. USAA wanted to reach a wider audience with its TV ads and raise brand awareness and favorability ahead of Veterans Day by encouraging nationwide support for those who served in the Armed Forces. In this session, Verchele Roberts, VP of Member Insights – USAA will share how this campaign drove strong incremental reach and positively impacted key brand metrics for USAA.

Speaker:
Verchele Roberts, VP of Member Insights – USAA


V. MEASURING YOUR BRAND HEALTH (1:45-2:30PM)
The Media Rating Council (MRC) is focused on ensuring audience measurement services are valid, reliable and effective. In this session, George Ivie, Executive Director and CEO – Media Rating Council, Inc., will share more about measuring your brand health metrics, how to ensure you have valid, realiable data when measuring your brand health, and the different ways you can measure your brand.

Speaker:
George Ivie, Executive Director and CEO – Media Rating Council, Inc.