Media Leadership

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BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS & FIRESTARTER SESSION (9:45 – 10:00AM)
One of the benefits of ANA Committees is the ability to share and learn from fellow marketers in a "closed door" environment and to leverage and share knowledge and insights with marketing peers. Often times, many marketers have similar challenges in areas like measurement, content marketing, digital advertising, social media best practices, walled gardens, working with influencers, programmatic, how to tap into new technologies like VR, AI, and AR, agency management, etc. In this session, we will ask members to share 1-2 "hot topics" or key areas of focus/challenge in the digital & social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.


I. ANHEUSER-BUSCH INBEV: "LEARNING" CULTURE DRIVES INNOVATION IN MEDIA & DIGITAL (10:00 – 10:50AM)
In this session, Spencer Gordon, Senior Director, Digital at Anheuser-Busch InBev will share the innovative work they're doing to advance their connections (media, digital, and experiential) and how they are building and maintaining a "learning" culture within their organization.

Speaker:
Spencer Gordon, Senior Director, Digital – Anheuser-Busch InBev


II. ADOBE: PROGRAMMATIC CAMPAIGN OVERVIEW AND RESULTS (11:00 – 11:50AM)
Adobe is changing the world through digital experiences. In this session, Susanna Church, Principal, Global Campaign Strategy & Planning and Steve Weeks, Director, Media Strategy and Planning, both at Adobe, will share what they learned from running their Adobe Experience Business programmatic campaign, including key results and best practices.

Speakers:
Susanna Church, Principal, Global Campaign Strategy & Planning – Adobe
Steve Weeks, Director, Media Strategy and Planning – Adobe (via phone)


LUNCH (11:50AM -12:30PM)


III. TIAA: INTEGRATED CONTENT MARKETING JOURNEY (12:30PM-1:15PM)
In this session, Ivy Brown, Vice President of Brand Marketing and Advertising – TIAA will share the content marketing journey they have been on the past few years in the context of integrated advertising and media (creative, messaging, media, public relations).

Speaker:
Ivy Brown, Vice President of Brand Marketing and Advertising – TIAA


IV. MEMBER ROUNDTABLE DISCUSSION PART 1: INTEGRATION OF INTERNAL AND EXTERNAL MEDIA TEAMS (1:15-1:45PM)
In this session, Lisa Schoder, U.S. Integrated Marketing & Media Lead – Ford Motor Company will lead a discussion on internal and external media agencies. Please come prepared to share and learn from your marketing peers on the following topics:
- How do brands balance internal and external resources?
- What is the talent management process like for your brand and what are important skill sets for brand and media integration and resources?
- How much day-to-day involvement do marketers have with their agency vs. marketers providing strategic direction that the agency activates upon?
- What tools have been helpful for tracking, reporting, and transparency of media?

Facilitator:
Lisa Schoder, U.S. Integrated Marketing & Media Lead – Ford Motor Company


V. MEMBER ROUNDTABLE DISCUSSION PART 2: TOP MEDIA ISSUES (1:45 - 2:30PM)
So many important issues and so little time! In this ANA member roundtable, we will ask the Committee to share their thoughts on the following media issues and discuss topics. Key topics will include:

1. Programmatic / Agency Trading Desks
2. Influencer Marketing
3. Content Marketing
4. Walled Gardens
5. Measurement
6. Data / Media Attribution

Facilitators:
Rex Conklin, ANA Media Leadership Committee Co-Chair
Meghan Medlock, Senior Director, Committees & Conferences – ANA