Integrated Marketing

Theme: Real-Time Marketing Integration

NETWORKING BREAKFAST (8:30 – 9:00)
INTRODUCTIONS (9:00 – 9:15)


I. KRAFT FOODS:  MAKING REAL-TIME CONTENT – WITH REACH AND IMPACT – A REALITY (9:15-10:15AM)
Today's marketing environment requires brands to be able to publish content "in the moment" and deliver experiences that encourage consumers to lean in. This new reality comes with its challenges, including creating content at pace and scale. In this session, Peter Cotter, Senior Brand Manager – Kraft Foods Group, Courtney Ballantini, VP/Director – Starcom USA and Brenda White, EVP, Managing Director – Starcom USA will explore how to break through those barriers with a more efficient model for content publishing and how this approach unlocks greater potential for delivering agile and more meaningful experiences.

Speakers:
Courtney Ballantini, VP/Director – Starcom USA
Peter Cotter, Senior Brand Manager – Kraft Foods Group
Brenda White, EVP, Managing Director – Starcom USA


II. LIBERTY MUTUAL: DRIVING REAL-TIME MARKETING INTO ACTION AT THE OLYMPICS (10:30-11:30AM)
Prompted by a tweet from advertising veteran Alex Bogusky, Liberty Mutual created an ad in seven days based on a breaking news event on Olympian Heidi Kloser. The new spot featuring Heidi's inspiring Olympic story complimented the brand's "Rise" campaign launched earlier in the year to support the company's sponsorship of the Olympics. Learn how Liberty Mutual was able to quickly respond to the tweeted suggestion, how their marketing team is structured to support real-time marketing, and the processes developed that allowed them to leverage real-time news trends.

Speaker:
Jenna Lebel, Marketing Director – Liberty Mutual

III. CONAGRA FOODS: APPROACH TO REAL-TIME AND SOCIAL (11:30AM-12:30PM)
ConAgra Foods will share their journey in social and real-time via their creative newsroom. Learn about the evolution and progression of their real-time program and the key lessons learned along the way.

Speakers:
Stephanie Moritz, Senior Director, Public Relations/Social – ConAgra Foods Inc.
David Armano, Global Strategy Director – Edelman


LUNCH (12:30-1:15PM)


IV. MEMBER ROUNDTABLE DISCUSSION: ORGANIZING FOR REAL-TIME MARKETING (1:15-2:00PM)
In this session, we will ask ANA Integrated Marketing Committee members to share some innovative ways they are organizing and staffing their marketing organization structure around real-time marketing. Some of the areas to be discussed are: in-house agencies, unique models/staffing/SOWs with their AORs, outsourcing, community management, hybrid models, etc.

Facilitator:
Julie Koewler, Senior Director, Global Advertising – Accenture and ANA Integrated Marketing Committee Chair