Brand Management

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CONTENT MARKETING DAY

*Please note the later start time for this meeting*

NETWORKING BREAKFAST (10:00 – 10:45AM)
INTRODUCTIONS (10:45 – 11:00AM)


I. BRANDS AS PUBLISHERS: BUILDING MULTI-CHANNEL PUBLISHING PROGRAMS THAT WORK (11:00 – 12:00PM)
Over the last several years, Rover.com has built The Dog People, an in-house publishing platform that reaches millions of dog people nationwide. This presentation covers how to build a publishing program your audience will love by leveraging consumer insights—and how to translate its performance into more insights, creating a brand brain trust. Kate Jaffe, Senior Brand Manager – Rover.com will talk through how they scaled their publishing program into one of the country's top dog blogs and a powerful brand and growth tool for the business.

Speaker:
Kate Jaffe, Senior Brand Manager – Rover.com


LUNCH (12:00–12:45PM)


II. IS PURPOSE DRIVING ANA MEMBER BRANDS? (12:45 – 1:15PM) 
Across our industry, and throughout the world, the drumbeat of optimism for purpose-led business is growing louder by the day, and for good reason: Companies now realize that having a greater purpose than turning a profit not only adds value to consumers’ lives but also drives business growth faster than their competitors. The ANA, in partnership with The Ad Council, recently surveyed senior marketer members to learn whether purpose is becoming part of a business-wide strategy, the challenges and benefits of having a purpose, who has primary responsibility for driving brand purpose, and how purpose is measured, among other topics. In this session, learn the results and key takeaways from the survey.

Speaker:
Ken Beaulieu, SVP, Marketing and Communications — ANA


III. HOW AUTODESK WENT FROM PILOT TO POWERHOUSE IN CONTENT MARKETING
(1:15 – 2:00PM)
Today the customer journey is conducted on their terms—and starts well before audiences visit your website. While many brands look to content marketing to help them influence audiences before they're looking to buy, starting such programs can be challenging—especially in big companies. In this session, Dusty DiMercurio, Director, Content Marketing & Social Media – Autodesk, will share his journey transforming a small content marketing pilot program into a multi award-winning, enterprise-wide practice at Autodesk.

Speaker:
Dusty DiMercurio, Director, Content Marketing & Social Media – Autodesk


IV. MEMBER ROUNDTABLE DISCUSSION: CONTENT MARKETING BEST PRACITICES (2:00 – 2:30PM)
In this session, committee members will be asked to discuss their approach to content marketing and participate in a Q&A on best practices. This is a great opportunity to benchmark with your peers and learn from what other companies are utilizing as their best content marketing practices.

Facilitator:
Greg Wright, Senior Director, Content Marketing – ANA