Integrated Marketing

when

Start: Friday, September 27, 2019 at 9:00am

End: Friday, September 27, 2019 at 2:30pm

WHERE

Northwestern University, Medill
303 East Wacker Drive
16th Floor
Chicago, IL 60601

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Attend In-Person Client-Side Tier $0 Platinum Tier N/A Gold Tier N/A Silver Tier N/A Individual N/A Nonmember N/A
Attend via Teleconference Client-Side Tier $0 Platinum Tier N/A Gold Tier N/A Silver Tier N/A Individual N/A Nonmember N/A
Will Not Attend NOT AVAILABLE


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

I. MEMBER DEEP-DIVE DISCUSSION: PUTTING MISSION BEFORE MONEY (10:00AM – 11:00AM)
Join your fellow committee members for a lively deep-dive analyzing recent integrated campaigns with purpose-driven partnerships, that optimized the use of the brand's resources, and connected with consumers on a deeper level.

II. WE'RE STILL NO B.S. (11:00 – 11:45AM)
Victor Lee, CMO of the Chicago-based protein bar company, RXBAR, discusses the benefits the disruptor brand gained after it was acquired by Kellogg and its no-nonsense style ad campaign that not only fit the brand but bridged the gap between generations.

Speaker:
Victor Lee, Chief Marketing Officer – RXBAR

III.  Maker’s Mark® Old Fashioned 180 VR (11:45AM – 12:30PM)

Carefully handcrafted whisky lies at the heart of Maker’s Mark®. As we continue to delve into the digital age, new generations of consumers have gradually become more technologically savvy and interested in the virtual space. As a means of introducing ourselves to these new drinkers in a more tangible and persuasive way while emphasizing the handcrafted nature of Maker’s Mark®, we created a virtual bottle-dipping game. This game is an immersive experience that emphasizes what Maker’s® is all about while making it even more relevant to a new generation of whisky drinkers.

Speaker:

Janna Reddig, Director, Global Integrated Marketing Communications (IMC)Beam Suntory

LUNCH & LEARN! TIDYING UP THE MARKETING PROCESS (12:30PM – 1:30PM)
During this interactive lunch, we'll discuss best practices for clarifying the marketing process to provide a clear-sighted path for demonstrating value. Despite a plethora of channels and specialized tools for every marketing function, together we'll focus on viewing a single, simple goal. Moving the thought process of integrating programs and campaigns to integrating people and teams. Discovering the tools that work best for you rather than using a martech tool simply because everyone else does. Technology isn't always the answer to delivering the transformation promised by the digital revolution but a unified team with clear direction, strong collaboration, and the right tools and processes can bring lasting change.

Facilitator:

Lisa Bialecki, Senior Director, Integrated Communications – Rust-Oleum Corporation & ANA Integrated Marketing Committee Chair

IV. CONSTELLATION BRANDS: NOT MATCHING NOT SORRY – HOW COORDINATING CONTENT RESONATES ACROSS CONSUMER TOUCHPOINTS (1:30PM– 2:15PM)

Constellation Brands’ mission is “Building Brands That People Love.” That mission has been translated into industry-leading growth through our strategic focus on leadership of the high-end category segment across Beer, Wine & Spirits, including iconic brands like Corona, Modelo, Robert Mondavi, and more. In this session, Sara Master will share a Corona Case Study which illustrates how multiple communication partners can come together to create an integrated message that resonates with the consumer at multiple touchpoints, breaking the “matching luggage” philosophy in favor of a coordinated approach.  

Speaker:

Sara Master, Director of eCommerce Constellation Brands

 


Webinar information, if available, will be provided to registrants only.