Integrated Marketing

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NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. MINI BABYBEL: THE MAKING OF AN ICONIC CHEEESE SNACK (10:00 – 10:45AM)
Mini Babybel is a leading snack cheese brand globally and in the USA. The brand provides the goodness of real cheese combined with a fun & playful experience. This year Bel Brands USA stepped up its integrated marketing effort to play up the unique brand personality of mini babybel. In this session, Francis Perrin, CMO of Bel Brands USA, and Jennifer Gerwen of Y&R Chicago, will share with you these latest integrated marketing efforts and the insights behind our 2018 integrated campaign.

Speakers:
Francis Perrin, CMO – Bel Brands USA
Jennifer Gerwen, VP, Management Director – Y&R Chicago


II. WE MET ON CARS.COM: REVOLUTIONIZING THE CAR SHOPPING EXPERIENCE (10:45 – 11:30AM)
Online vehicle shopping site Cars.com helps consumers fall in love with finding their perfect car via their latest brand campaign, "We Met On Cars.com". In this session, brand marketing director Sarah Epstein will share how the brand is leveraging a matchmaking approach to reinvent itself, its site, and its advertising for a modern consumer.

Speaker:
Sarah Epstein, Director, Brand Marketing – Cars.com


NETWORKING BREAK (11:30AM – 11:50AM)


III. THE KROGER CO.: #MIKROGER SUMMIT FOR CONTENT CREATORS
(11:50AM – 12:35PM)
The retailer’s social media and multicultural marketing teams partnered to create an experiential engagement event to increase its network of Latinx influencers and produce conversations about the brand. The event tapped into core values and culture celebrated by the Latinx community, with a lens on food and family. In this session, learn how Kroger leveraged insights and relationships to create a meaningful event that boosted its digital reach among micro and macro influencers during the holiday season.

Speaker:
Sean Flanery, Assistant Brand Manager- Innovation – The Kroger Co.


LUNCH (12:35 – 1:15PM)


IV. USPS: MESSAGING ACROSS MULTIPLE CHANNELS 
 (1:15 – 2:00PM)
Marketers must deliver relevant messaging across multiple channels in an integrated manner to optimize engagement. In this session, the United States Postal Service and business partner RR Donnelley will share their successes in blending print and digital to launch successful campaigns.

Speakers:
Robert Ellis, Manager, Business Alliances – United States Postal Service
Todd Thompson, General Manager, Customer Engagement – RR Donnelley

V. MEMBER ROUNDTABLE (2:00 – 2:30PM)
This is your time! Engage your fellow committee members in open discussion around evolving issues and current challenges in integrated marketing. Topics might include talent, managing multiple partners, data integration, emerging platforms, and measurement of integrated campaigns. Please come prepared to share! Something specific you'd like to discuss? Feel free to submit in advance via email to pgross@ana.net and we will use your suggestions to guide the conversation.

Facilitators:
Pamela Gross, Senior Manager, Content Marketing, Committees & Conferences – ANA
Lisa Bialecki, Senior Director, Integrated Communications -- Rust-Oleum Corporation and ANA Integrated Marketing Committee Chair