Brand Management

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Meeting notes are available to current, logged in Members only.

NETWORKING BREAKFAST (9:00 – 9:30)

INTRODUCTIONS (9:30 – 9:45)


I.VANGUARD'S APPROACH TO MEASUREMENT AND QUANTIFYING ROI
(9:45-10:45AM)
Vanguard, a 35-year-old investment-management firm, is owned by its shareholders and all of its funds are operated at-cost. The company works hard to return profits to its customers, meaning costs, including advertising, are highly scrutinized.  Pinching pennies is part of the culture at Vanguard where copy machines even feature signage requesting that users pay 5 cents for personal copies!  Michael Ma, Head of Retail Advertising and Prospect Marketing – Vanguard will share how he embraces this challenge when making the case for marketing investment and share how Vanguard measures and quantifies ROI.

Speaker:
Michael Ma, Head of Retail Advertising and Prospect Marketing – Vanguard


II. SOCIAL MEDIA BEST PRACTICES
(11:00AM-12:00PM)
Gemma Craven, Executive Vice President, NY Group Director – Social@Ogilvy has developed and executed enterprise social media strategy for top brands including Ford Motor Company, Nestle, IBM, Coca Cola, and DuPont - including work winning a Silver Lion at Cannes.  In this session you will learn best practices and brand case studies on how companies are successfully using social media to drive reach, engagement, and sales.

Speaker:
Gemma Craven, Executive Vice President, NY Group Director – Social@Ogilvy


LUNCH (12:00 – 12:45PM)


III. EFFIE REPORT 2012:  DRIVERS OF MARKETING EFFECTIVENESS
(12:45-1:45PM)
The Effie Report identifIes the drivers of marketing effectiveness in the North American market today.  Using the data set of the 2012 Effie Awards North American program, key insights and trends on what it takes to create and implement effective marketing communications strategies in today's marketplace will be presented. In addition, you will also learn success stories of "David vs. Golaith" where brands have successfully done more with less.

Speaker:
Philip Herr, SVP, Corporate Intelligence – Millward Brown


IV. MEMBER ROUNDTABLE DISCUSSION
(1:45-2:30PM)
ANA member roundtable discussions are great ways to share experiences and perspectives on specific topics, while learning from your peers from other companies.  In this session, ANA Brand Management Committee Members will be asked to share their best practices measurement and social media.

Facilitator:
Roger Adams, SVP Chief Marketing Officer – USAA Corporate Services and ANA Brand Management Committee Chair