Committees | Events & Webinars | Brand Management | ANA

Brand Management

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. MOUNTAIN DEW'S "GLOCAL" CONTENT STRATEGY: PART MARKETING, PART MATH
(10:00-11:00AM)
Content is king... but is this enough today? In this session, Manos Spanos, Senior Director, Brand Marketing – Mountain Dew, will share how Mountain Dew approaches content strategy globally and the important issues that any brand director should tackle when building their strategy. He will also discuss the role of global vs. local content, how can the two work together, the key principles of building relevant content for a highly connected global audience, and tackle the role of "math" in the equation—a role that is becoming increasingly important as algorithms are more and more in control of what an audience experiences.

Speaker:
Manos Spanos, Senior Director, Brand Marketing – Mountain Dew


II. TIME WARNER CABLE DRIVES GROWTH IN THE AUTO INDUSTRY THROUGH DIGITAL STORYTELLING (11:15AM-12:15PM)
Digital marketing is more than just churning out disconnected ads, emails and content – especially when dealing with the hyper-competitive U.S. automotive industry. Marketing needs to artfully and tactically weave a story and present a sequence of compelling messages across various media, which fosters a stronger relationship between the brand and the customer. In this session, Raquelle M. Zuzarte, Senior Director, Brand Strategy – Time Warner Cable Media, will showcase how their award-winning B2B campaign, "That's How," leveraged user data and omni-screen messaging across on-air, digital, social, print and video-in-mailer to deliver powerful digital stories, ultimately achieving brand success in the automotive sector.

Speaker:
Raquelle M. Zuzarte, Senior Director, Brand Strategy – Time Warner Cable Media


LUNCH (12:15PM – 1:00PM)


III. PROTECTING YOUR BRAND IN THE DIGITAL SUPPLY CHAIN (1:00-1:25PM)
The ANA is proud to be a supporter of the Trustworthy Accountability Group (TAG), an advertising industry initiative focused on eliminating fraudulent traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. In this session, Juliette Riviere, Senior Director of Trustworthy Programs – TAG will provide an overview and mission of the group along with plans and next steps.

Speaker:
Juliette Riviere, Senior Director of Trustworthy Programs – Trustworthy Accountability Group (TAG)


IV. BRAND AND AGENCY MANAGEMENT IN AN AGE OF DISCONTINUITY (1:30-2:00PM)
Iconic brands have been facing a tough business economy, with market share, sales, and profits eroding due to new competitors, changes in retail / distribution patterns, and a sea-change in consumer preferences. Concurrently, advertisers have been fundamentally changing the management of advertising agency partners and networks. In this session, attendees will explore the strengths and weaknesses of the various ways advertisers are managing their agencies and networks, as well as what forms of agency management might improve the odds of achieving brand performance turnarounds in a more competitive and price-sensitive world.

Speaker:
Michael Farmer, Chairman – Farmer & Company LLC


V. MEMBER ROUNDTABLE DISCUSSION: AGENCY MANAGEMENT & 2016 BRAND MASTERS CONFERENCE (2:00-2:30PM)
In this session, ANA Brand Management Committee members will be asked to share their experiences and perspectives on managing their agencies effectively, as well as discuss ideas for the 2016 ANA Brand Masters Conference. This is a great opportunity to learn from your peers at other companies.

Facilitator:
Roger Adams, Senior Vice President, Chief Marketing Officer – USAA and ANA Brand Management Committee Chair