Integrated Marketing

NETWORKING BREAKFAST (8:30 – 9:00)

INTRODUCTIONS (9:00 – 9:15)


I. THINK WITH YOUR MOUTH: RE-INTRODUCING BIG MAC TO THE MILLENNIAL GENERATION (9:15-10:15AM)
In 2012, it all started with one alarming statistic.  Over half of teens & young adults had never tried a Big Mac.  Yet today's burger category is bursting at the seams with endless options for customization and "gourmet" add-ons.  Big Mac burst back onto the scene challenging consumers to "Think With Your Mouth" by trusting in what they know their mouths want: simple, great taste without the over-think.  The tone and messaging in the creative mirror those sentiments: simple, undeniably funny, and easy to digest.  Learn how Big Mac reestablished relevancy with the most sought-after demographic today.

Speakers:
Lori Mannion, Marketing Manager, McDonald's USA
Renee Cook, Account Director, Translation, McDonald's USA


II. FIDELITY INVESTMENTS: INTEGRATED MARKETING CHANNEL EVOLUTION (10:25-11:25AM)
Integrated marketing id not as easy as taking one message and placing it across several channels. Consumers and technology have changed, and as a result marketers have to be innovative and creative to break through the clutter. This session will take a look at the cross channel use of concept, tailored for mediums, especially digital, and the use of various mediums as they pertain to the purchase and consideration process. It will also illustrate how success metrics vary depending on the type of creative execution, placement and where in the purchase funnel a consumer is.

Speaker:
Livia Binks, Vice President, Integrated Marketing, Fidelity Investments


III. ANA MEMBER DISCUSSION (11:30AM-12:10PM)
In this session, ANA Integrated Marketing Committee members will have an opportunity to network and discuss key integrated marketing issues.

Facilitator:
Julie Koewler, Managing Director, Global Advertising and Events, Accenture and ANA Integrated Marketing Committee Chair


LUNCH (12:10-1:00PM)


IV. OPTIMIZING INTEGRATED MULTI-SCREEN CAMPAIGNS (1:00-1:40PM)
Integrated multi-screen campaigns are important today in effectively delivering a marketing message and that importance is expected to dramatically increase over the next three years. ANA and Nielsen joined forces on insightful new research that evaluates the success metrics of integrated multi-screen campaigns, examines the attributes that can lead to increased spending on such campaigns, ascertains the importance of the different ad formats best suited for integrated multi-screen advertising, and more.

Speaker:
Yasmin Melendez, Director, Committees & Conferences, ANA