Joint Brand Management and Commerce Marketing Committee Meeting

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Join us in this special joint committee meeting as we explore the many ways brands can simultaneously build their brand while also building commerce.  As the opportunities for transactions increase across channels and intersect with consumers in more ways than ever, it is important to not only drive purchase but simultaneously drive brand value and build brand equity.  Brands recognize the need to leverage the brand experience that drives organizational value regardless of channel or KPI’s for a specific interaction or program.  With the plethora of conversion opportunities this essential truth cannot be missed.  In today’s committee we will focus on serving the brand’s consumers while also driving commerce marketing triggers that lead directly to the bottom line. This committee meeting will feature case-studies and strategies from brands who have successfully integrated branding with commerce to create interactions that reduce buyer friction and create meaningful interactions that transcend the transaction.

INTRODUCTIONS (11:00AM – 11:15AM)
Paul P. Robinson,
 Director of the Commerce and Brand Management Committee, ANA

ROUNDTABLE DISCUSSION (11:15AM-11:35AM)

I. How Rain the Growth Agency and Adore Me Collaborate on a Full-Funnel Campaign Approach to Keep the Brand Top-of-Mind and Top-of-Purchase (11:35AM – 12:15PM)
Adore Me and Rain the Growth Agency’s 5-year relationship has culminated with an expansion of media channels in 2021. A diverse mix of Digital Video, OTT, Streaming Audio and Podcasts along with Linear TV has allowed the established DTC womenswear brand to stay ahead of technology and media consumption, while also staying in front of its customer.

The always-present challenge of maintaining efficient acquisition, while also keeping Adore Me top-of-mind in a traditionally seasonal category has been conquered with Rain the Growth Agency’s approach to executing Transactional Brand Building campaigns that deliver on brand and sales goals, simultaneously.

In this presentation, Ranjan Roy, VP of Strategy at Adore Me, and Jennifer Eenigenburg, VP Digital Media Director at Rain the Growth Agency will reveal how a multi-dimensional campaign keeps marketing performance stable, and growth on a steady incline.

Takeaways:
• Adore Me and Rain the Growth Agency partner to execute a full-funnel, Transactional Brand Building approach
• Campaigns built to audience segments give visibility into performance by gender-based campaigns
• E-commerce cost per acquisition goals are achieved with a diverse mix of media channels

Speakers:
Ranjan Roy, VP of Strategy –  AdoreMe
Jennifer Eenigenburg, VP Digital Media Director  Rain The Growth Agency

II. How 19 Crimes and Good Apple shattered annual projections to make Snoop Cali Red the wine innovation of 2020 (12:15PM – 12:55PM)
In January 2020, media agency Good Apple bet big on OOH in anticipation of Treasury Wine Estates' (one of the world's largest wine companies) new 19 Crimes product featuring Snoop Dogg, Cali Red.

In lockstep with the 19 Crimes brand's innovative positioning, Good Apple's strategy drove awareness and sales of the product through unique activations 19 Crimes had never done before. The agency was able to reach existing brand loyalists while achieving a targeting halo effect to wider, relevant audiences with its surround-sound approach that included a broad mix of channels from traditional search to OOH, audio and custom content extensions. The strategy propelled 19 Crimes Cali Red to the #1 new wine item in 2020 and exceeded annual sales forecasts within two months of launch.

In this presentation, Ming Alterman, Brand Director, 19 Crimes and Hyun Lee-Miller, VP Media, Good Apple will dive into the incredibly successful strategy and share key learnings that helped optimize the campaign throughout the media challenges 2020 posed.

Takeaways:

  • Tips for product launch media buys
  • How to effectively utilize traditional mediums like OOH and compliment those buys with multi-media strategies for a surround-sound approach
  • How to leverage celebrity likeness to effectively target new audiences

Speakers:
Ming Alterman, Brand  Director, 19 Crimes 
Hyun Lee-Miller, VP- Media, Good Apple

Speaker Bios

 

Ranjan Roy, VP of Strategy –  AdoreMe
Ranjan Roy is the VP of Strategy at Adore Me, helping drive the DTC womenswear brand's expansion into new categories, satellite brands, and sustainability initiatives. Before Adore Me, he spent time in a variety of media and technology roles, running a content personalization startup and working as a Director at the Financial Times. Ranjan earned his MBA at INSEAD, and is incredibly thankful to work at the intersection of retail + media + technology at a transformative time like this.


Jennifer Eenigenburg
, VP Digital Media Director  Rain The Growth Agency
Jennifer Eenigenburg (pronounced Any-gen-burg) is Rain the Growth Agency’s Vice President of Digital Media, including paid social. Jennifer supervises the digital team to develop and implement impactful strategies for clients.

In her previous role as director of the programmatic specialist team at Cadreon, Jennifer developed programmatic initiatives to drive results for clients including Amazon, Uber, Best Western, Tourism Australia, Carl’s Jr and Hardee’s. Prior to joining Cadreon, Jennifer oversaw the client services team at BuzzLogic, a startup ad network located in San Francisco. Prior to that she was at Universal McCann managing the digital media team focused on planning and buying for an array of Microsoft products including Internet Explorer and led campaign strategy, planning and execution.

Before moving to the West Coast, Jennifer planned digital media for Ford, Lincoln and Mercury at Team Detroit in her home state of Michigan, including the vehicle launch campaigns of the Mustang, Taurus, and Fusion, in-market media and branded integrations with American Idol.
Jennifer is a Michigan State University alumni (Go Green!) and currently resides in Portland with her husband and two cats, Buddy and Holly

 



Ming Alterman,
 Brand  Director, 19 Crimes 
Ming Alterman is the brand director and media lead of leading wine brand, 19 Crimes. Under his leadership, 19 Crimes pioneered the augmented reality space through its augmented reality labels via the Living Wine Labels app which has over 5m+ downloads on the iOS and Google Play store. Previous to 19 Crimes, Ming worked at Major League Soccer and Coca-Cola in a variety of marketing roles. Ming lives in Oakland, CA with his family, but is a New Yorker at heart where he grew up.

 



Hyun
Lee-Miller, VP- Media, Good Apple

A 15-year industry veteran, Hyun Lee-Miller oversees Good Apple’s media team and nurtures the growth of new disciplines within the company. Before starting at Good Apple, Hyun accumulated over a decade of experience in media across various verticals including pharmaceutical, travel, entertainment, financial and e-commerce. When she's not building strategic media recommendations for her clients, she's playing with her kids, trying new TikTok recipes and working on her flying crow.