Committees | Events & Webinars | Content Marketing | ANA

Content Marketing

This event is over.

Networking Breakfast
(9:00 – 9:30 a.m. ET)

Introductions (9:30 –  10:00 a.m. ET)

Roundtable Discussion (10:00 – 10:30 a.m. ET)

I. Psych Power: Using Persuasive Psychology to Accelerate in a Crowded Market Description (10:30 – 11:15 a.m. ET)
How do you dramatically grow a company that markets entirely through direct response in a commodity industry? You build a psychologically powerful brand, of course. Bob Gunia, champion for Brand Marketing at Physicians Mutual, and Jake McKenzie, CEO of Intermark Group, the nation’s largest psychology-driven marketing firm, will share how psychological insights about their customers gave them the confidence to take bold steps in branding. The resulting growth has been remarkable and is a great case study of powerful psychological insights paired with great creative.
Bob Gunia,
Senior Vice President, Public Affairs Group at Physicians Mutual 
Jake McKenzie,
CEO, Intermark Group

II.Evolving and Elevating Content Marketing at an Established Brand(11:15 – 12:00 p.m.ET)
As new consumer trends surface, evolution is the name of the game for marketers working to continue to grow established brands and serve the varied needs of their audiences. Jenn Eldin, Head of Content Marketing at Bank of America will share how to think about tackling new frontiers even many years into the journey of a company’s marketing practice, and how Bank of America has continued to work to evolve their content marketing approach.
Speaker: Jenn Eldin, Head of Content Marketing, Bank of America 

Lunch & Wrap-up (12:00 – 1:00 p.m. ET)


Bob Gunia, Senior Vice President, Public Affairs Group at Physicians Mutual
Insurance executive with more than 25 years of industry experience and a solid background in strategy, public affairs, legal, brand building, marketing and corporate communications. A member of the Physicians Mutual executive leadership team who has helped protect and promote the company’s reputation by building strong relationships with elected officials, regulators, customers and the general public.
Informs and educates key legislative representatives and government officials through various advocacy efforts on issues important to the company’s policyowners.
Since joining the company in 1997, has overseen the management of corporate compliance, corporate advocacy, communications, brand building programs and creative development functions.

Jake McKenzie, CEO at Intermark Group

Jake McKenzie shapes brands by using persuasive psychology to determine how people really think, feel and act. This approach gives Intermark’s work an extraordinary advantage that challenges the traditional definition of “insights,” which are often mere observations. Intermark excels by working with PhD Psychologists and other behavioral sciences to drive dramatic change for clients. Not surprisingly, Jake’s background is in psychology, which gives him an unparalleled view of changing customer beliefs and behavior. Under his tenure, Intermark has grown into the largest psychology-driven agency in the U.S. Before he became the CEO, Jake was a VP in the agency’s digital division, which he founded. There, he shaped brands for such clients as Toyota, Lexus, Mohawk, and Krispy Kreme. Jake was the youngest recipient of Birmingham’s Top 40 Under 40 Award.

Jenn Eldin, Senior Vice President, Head of Content Marketing at Bank of America
Jenn is a digital evangelist, brand builder, and marketing executive with two decades of experience in financial services, technology, and packaged goods. She loves finding ways to drive fresh thinking for established brands, helping spark change by mobilizing teams across complex organizations to deliver truly customer-driven experiences. She has run brand, content marketing, and social media organizations at companies like American Express, Citi, and Meta. Jenn currently leads Content Marketing for Bank of America.