Media and Digital & Social Committee Meeting

This event is virtual only and no in-person option is available.

Announcements & Introductions (11:00am-11:15am ET)

Interactive Member Discussion: If Everything Is Measurable, Why Is Proving ROI So Hard? 
(11:15am-11:30am ET) 

Digital advertising promised precise attribution and measurable ROI, shaping expectations about how accurately digital marketing impact could be tracked. Yet as data environments become more fragmented and opaque, many marketers are discovering that proving true return is far more complex than originally envisioned. In this member discussion, hear how ANA marketers are approaching attribution and the media measurement frameworks that are capturing the real drivers of brand growth. 

Speaker:

• Brad Feinberg, North America VP of Media & Consumer Engagement, Molson Coors
  
  

Session 1: How Frontier Hacked the Super Bowl Without Buying It (11:30am-12:15pm ET) (Download the Presentation)

At a time when brands spend millions to break through Super Bowl noise, Frontier Airlines made national headlines without purchasing a Super Bowl ad. By collaborating with John Leonard, learn how the challenger brand led a digitally fueled, earned-first strategy designed to show customers that Frontier is the most rewarding airline. The results included $18M in earned media coverage, immediate stock impact with a 40% increase in five days, and massive buzz without traditional Super Bowl spend. This session will unpack how the idea was architected to travel across digital, social, and earned channels, and how creative bravery can drive commercial impact.  

Speakers:

• Bobby Schroeter, Chief Commercial Officer, Frontier Airlines
• Doug Hentges, EVP & Executive Creative Director, BarkleyOKRP
• John Hornaday, EVP, Client Experience, BarkleyOKRP

Session 2: How Good Good Golf Built An Always-On Content Engine (12:15pm-1pm ET) (Download the Presentation)

What started as a digital-first golf content brand is rapidly transforming into a full-scale business, expanding onto the PGA Tour stage while simultaneously scaling its retail footprint with Dick's Sporting Goods and Target. Learn how Good Good Golf is rewriting the playbook for brands by seamlessly connecting content, community, and commerce. Hear how the brand created an always-on content engine that is fueling continuous product innovation and retail success. And discover how how Good Good Golf is reaching new audiences in unexpected ways, turning fans into customers, and proving that the future of brand building lives at the intersection of entertainment and commerce.

Speakers:

• Jeffrey Lefkovits, Marketing Director, Good Good Golf 
• Bennie Reed, Founder, This will be Good