Brand Management

when

Start: Wednesday, October 3, 2018 at 9:00am

End: Wednesday, October 3, 2018 at 2:30pm

WHERE

ANA Headquarters
708 Third Avenue (between 44th and 45th Streets)
33rd Floor
New York, NY 10017

Registration Pricing

Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration
Attend In-Person Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A
Attend via Webinar Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A
Will Not Attend Client-Side Marketer $0 Marketing Service Provider Gold N/A Marketing Service Provider Silver N/A Associate Individual N/A Nonmember N/A



MARKETING TO MILLENNIALS AND GEN Z


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


I. OREO: HOW THEY BECAME A BRAND OF CHOICE WITH MILLENNIALS (10:00 - 11:00AM)
Oreo was recently named among 10 brands most trusted by Millennials and Gen Z. But how did this legacy brand keep up with the demands of Millennials and Gen Z? Product innovation, listening to their fans, and being transparent. In this session, Justin Parnell, global director for Oreo – Mondelez International, Inc. will share exactly how Oreo was able to win over this hard to reach audience.

Speaker:
Justin Parnell, Global Director, Oreo – Mondelez International, Inc.


II. SALLIE MAE: BRIDGING THE DREAM SCHOLARSHIP PROGRAM (11:15AM - 12:15PM)
Following a major company split, Sallie Mae set out to transform consumer perceptions and introduce the company to a new generation of consumers who desire to achieve the dream of a higher education. In this session, Liz Robinson, vice president, brand, and Laura Wessells, senior director, both at Sallie Mae, will share about their Bridging the Dream scholarship program. This unique program brought the company's mission to life, activated the brand not only with employees, but also with high school students, their influencers and entire communities across the country.

Speakers:
Liz Robinson, Vice President, Brand – Sallie Mae
Laura Wessells, Senior Director – Sallie Mae


LUNCH (12:15–12:45PM)


III. 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


IV. BUILDING MEANINGFUL CONNECTIONS IN THE DIGITAL ERA: INSPIRING A COMMUNITY OF MILLENNIAL MOMS
(1:15 - 2:00PM)
Lansinoh, a global leader in the breastfeeding market, uses social media to engage with moms and moms-to-be to create a meaningful dialogue. Millennial and Gen-Z moms want their voices to be heard and to belong to a positive community. Lansinoh has created a platform where moms can turn to their social channels for advice, knowledge and support through their journeys as well as share their individual experiences on their platforms. Lansinoh was able to use insights shared with from their customers to enhance their products and services to provide a better experience to support mom through her journey. This session will highlight how Lansinoh successfully used their social media channels and engaged with Millennial moms for a 2-way conversation.

Speakers:
Missi Freimark, Brand Manager – Lansinoh Laboratories Inc.
Hira Rahim, Social Media Manager – Lansinoh Laboratories Inc.


V. MEMBER ROUNDTABLE DISCUSSION: REACHING MILLENNIALS AND GEN Z (2:00 - 2:30PM)
In this roundtable discussion, committee members will be asked to discuss how, if at all, their brands are reaching the Millennial and Gen Z markets. Members will be asked to share their approach, concerns and questoins as well as participate in a Q&A. This is a great opportunity to benchmark with your peers and learn from what other companies are doing to become a brand of choice with this highly discerning audience.

Facilitators:
Roger Adams, Former CMO – USAA and ANA Brand Management Committee Chair
Crystal Albanese, Sr Manager, Content Marketing – ANA

 

Webinar information, if available, will be provided to registrants only.