Brand Management, West Coast Chapter

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NETWORKING BREAKFAST (9:30 – 10:15AM)
INTRODUCTIONS (10:15 – 10:30AM)

I. FIRESTARTER DISCUSSION: MEASURING BRAND ROI (10:30-11:15AM)
To kickoff the meeting, facilitators from LendingClub will share how they're measuring brand ROI, including recent results from their latest round of TV advertising, and talk about the balance between direct response and awareness. We'll conclude with a group discussion on best practices and how brands are shifting their media mix to balance marketing investments.

Facilitators:
Brian Chevalier-Jordan, Director of Borrower Product Marketing – LendingClub
Eileen Loustau
, Head, Investor Marketing – LendingClub

II. USING AI AND MACHINE LEARNING IN A BRAND CAMPAIGN (11:30AM-12:30PM)
Google Cloud launched their first ever brand campaign earlier this year during March Madness using AI and Machine Learning to make the ads in real time, reflecting what was happening in the game. In this session, hear how they were able to pull this off and lessons learned.

Speaker:
John Zissimos, VP of Creative, Brand and Media - Google Cloud

LUNCH (12:30–1:30PM)

III. MEMBER ROUNDTABLE DISCUSSION (1:30-2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in effective brand marketing. Topics might include talent, emerging platforms, measurement, managing multiple partners, data integration, and more. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance to cwaite@ana.net and we will use your suggestions to guide the conversation.

Facilitator:
Claudine Waite, Director, Content Marketing – ANA