Committees | Events & Webinars | Midwest Digital & Social | ANA

Midwest Digital & Social

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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. THE BMO HARRIS SMART CAMPAIGN: SHIFTING THE CONSUMER MINDSET THROUGH CHANNEL INNOVATION
(10:00-11:00AM)
In this session, Hillary Stanley, Channel Marketing Manager – BMO Harris Bank, Kelley Post, Branch Channel Marketing Manager – BMO Harris Bank, and Katie Degnan, Marketing Specialist – BMO Harris Bank will share a case study centered around shifting the consumer mindset through channel innovation. The case study will focus on three product launches executed in 2015 and how the team tied all three together to deliver a single cohesive story to customers, prospects and employees and in-turn laid the groundwork for future innovations in the Financial Services industry.

Speakers:
Hillary Stanley, Channel Marketing Manager – BMO Harris Bank
Kelley Post, Branch Channel Marketing Manager – BMO Harris Bank
Katie Degnan, Marketing Specialist – BMO Harris Bank


III. COORS LIGHT ENGAGES MILLENNIALS THROUGH DIGITAL INTEGRATION (11:15AM-12:15PM)
Coors Light is positioned as a beer that is always cold filtered and always crisp. In 2014, they turned to Xbox LIVE to create opportunities to sustain engagement with their video content. Additionally, they wanted to further develop social provenance and drive engagement with millennials. In this session, Brittany Tall, Manager, Media & Digital Strategy – MillerCoors will showcase how Coors Light has identified nontraditional ways to engage with core consumer segments.

Speaker:
Brittany Tall, Manager, Media & Digital Strategy – MillerCoors


LUNCH (12:15-12:45PM)


IV. ALLSTATE: 2015 MAYHEM SALE (12:45-1:30PM)
Allstate is one of the largest insurance companies in America and has spent over 80 years protecting customers from the bad things that can happen. In this session, Katherine Roth, Senior Marketing Manager – Allstate Insurance will share a unique digital experience developed to generate awareness of social media's recent role in theft and cause consumers to question their own insurance in the process.

Speaker:
Katherine Roth, Senior Marketing Manager – Allstate Insurance


V. MEMBER ROUNDTABLE DISCUSSION: HIGHLIGHTS FROM 2015 DIGITAL & SOCIAL MEDIA CONFERENCE (1:30-2:00PM)
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.

Facilitator:
Meghan Medlock, Director, Conferences & Committees – ANA