Joint Meeting of Digital & Social and Mobile Marketing

NETWORKING BREAKFAST (9:00-9:30AM)
INTRODUCTIONS (9:30-9:45AM)


I. ANA PATENT INFRINGEMENT DEFENSE INSURANCE (9:45-10:00AM)
The ANA has announced a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. Patent assertion entities (PAEs), sometimes referred to as patent trolls, are firms which have the sole business of asserting patent claims against targeted companies, costing those companies millions of dollars in fees in order to defend against the claim. In the advertising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices. As a result, marketers and/or their agencies could be faced with demands to pay large fees to PAEs that have not provided any direct services or technology to an advertising campaign, or, in many cases, contributed to any innovation. Furthermore, patent infringement is not covered under standard advertising liability policies, and thus far, standalone policies for patent infringement haven't met the specific needs and core concerns of members. To address this issue, the ANA Patent Infringement Defense Insurance Program provides members with focused patent infringement defense insurance protection for marketing and advertising activities. This session will provide an overview of the program.

Speakers:
Marc Kaufman, Partner – Reed Smith
Alex Fjelstad, Retail Insurance Broker – Twin City Group


II. NATIONAL GRID SOCIAL MEDIA CONVERSATION SUITE (10:00-10:45AM)
Utility company, National Grid, recently created a Social Media Conversation Suite in their Brooklyn office to communicate with customers in real-time while applying lessons learned from social analytics. They are the first utility company to develop a social media 'command center' of this nature and are now among an advanced group of companies including PepsiCo, Dell, MasterCard and the Red Cross to have suites of this type. In this session, Emily Johnson, Social Media Manager – National Grid will discuss how the suite has enhanced their social media marketing during blue skies and crisis and improved employee engagement.

Speaker:
Emily Johnson, Social Media Manager – National Grid


III. BNY MELLON'S INNOVATION/TECHNOLOGY STORY (11:00-11:45AM)
BNY Mellon is a global investments company dedicated to helping its clients manage and service their financial assets throughout the investment lifecycle. In this session, Aniko N. DeLaney, Global Head of Corporate Marketing – BNY Mellon and Katy Brady, Head of Brand and Advertising – BNY Mellon will share a case study on how they are telling the BNY Mellon Innovation/Technology story though social media and digital channels.

Speakers:
Aniko N. DeLaney, Global Head of Corporate Marketing – BNY Mellon
Katy Brady, Head of Brand and Advertising – BNY Mellon


IV. LUNCH AND HIGHLIGHTS FROM 2015 ANA DIGITAL & SOCIAL MEDIA CONFERENCE (12:00-1:00PM)
In this session, we will discuss the key takeaways from the 2015 ANA Digital & Social Media Conference which included speakers from GE, Coca-Cola, Kings Hawaiian, MasterCard, Travelers, and more.

Speakers:
Meghan Medlock, Director, Committees & Conferences – ANA
Shannon Scanlin, Manager, Committees & Conferences – ANA


V. MEMBER ROUNDTABLE DISCUSSION: MOBILE ADVERTISING (1:00-1:30PM)
In this session, we will open up the discussion to talk about issues facing members and build upon those topics to explore in future meetings.

Facilitators:
Meghan Medlock, Director, Committees & Conferences – ANA
Shannon Scanlin, Manager, Committees & Conferences – ANA


VI. PRUDENTIAL IN-HOUSE AGENCY SOCIAL MEDIA CASE STUDY (1:45-2:30PM)
In 2013, Prudential received the coveted recognition of being the In-House Agency of the Year from IHAF. But, this was not their only accolade in the marketplace, as they also won the Gold Midas Award for Best Use of Social Media in the U.S. Their approach drives tangible business results, high satisfaction ratings from their internal clients, and helped build a #1 ranking in unaided brand awareness among their competitor set. In this session, Prudential will discuss how they achieved the recognition for their work and the newest evolution of their successful Bring Your Challenges campaign.

Speakers:
David Liemer, VP, Creative Director – Prudential Advertising
Keith Gormley, Director of Social Media – Prudential Advertising