Media Leadership

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It's become a recent tradition for the ANA and WFA to hold yearly, back-to-back meetings of the ANA Media Leadership Committee and WFA Media Forum in New York.

This year, meetings will take place on April 17th for the ANA Media Leadership Committee (see agenda below) and April 18th for the WFA Media Forum at Diageo Headquarters at 530 5th Ave, New York, 10036 (between 44th & 45th St). Agenda can be found here. To register for the WFA meeting, please email jtoner@ana.net. Members of both organizations are invited/encouraged to attend both meetings. (The WFA is the World Federation of Advertisers and provides a global perspective.)


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. THE KELLOGG COMPANY: "DATA-FIRST" MEDIA APPROACH (10:00-11:00AM)
In this session, Amaya Garbayo, Director, Marketing Operations – The Kellogg Company will share how the Kellogg Company is the leading the future of data-driven, real-time precision marketing and how they work with technology partners and agencies to uncover insightful data to use in media planning and buying. This session will also include how the brand has been addressing media transparency.

Speaker:
Amaya Garbayo, Director, Marketing Operations – The Kellogg Company


II. E*TRADE FINANCIAL: MEDIA TRANSFORMS A CHALLENGER BRAND (11:15AM-12:15PM)
In this session, Lauren Radcliffe, VP, Media and Acquisition - E*Trade Financial Corp. will share how E*TRADE has utilized media platforms to transform a challenger brand while driving growth and success.

Speaker:
Lauren Radcliffe, VP, Media and Acquisition - E*Trade Financial Corp.


LUNCH (12:15-12:45PM)


III. PROJECT ATTRIBUTION: THE POWER OF TV (12:45-1:30PM)
The fragmentation of media consumption has lead to claims that TV is on its way out, but Americans are still spending 80% of their video viewing consuming traditional TV. Nielsen research has proven that when consumers are exposed to a TV-lead campaign across multiple platforms, brand awareness, reputation and intent to purchase increases dramatically. In this session, David Ernst, Vice President of Advertising Insights - A+E Networks, will share insights on a standardized, open, transparent methodology for evaluating the effectiveness of TV and measuring the impact from premium, multi-screen TV video advertising called Project Attribution which was developed in partnership with Data Plus Math. This session will include real world results from beta test campaigns with select Top 100 brands.

Speakers:
David Ernst, Vice President of Advertising Insights - A+E Networks
Matt Emans, CTO/Co-Founder – Data Plus Math


IV. BANK OF AMERICA: NEW "BRAND SAFETY DIRECTOR" ROLE (1:30-1:50PM)
In this session, Terri Schriver, Senior Vice President, Consumer Engagement & Investment & Brand Safety Director– Bank of America will share insights on her new role and added responsibilities as Brand Safety Director for the bank, including how she minimizes brand risk and maximizes media investment by effectively traversing the martech landscape.

Speaker:
Terri Schriver, Senior Vice President, Consumer Engagement & Investment & Brand Safety Director– Bank of America


V. MEMBER ROUNDTABLE DISCUSSION (1:50-2:30PM)
In this session, Rex Conklin, ANA Media Leadership Committee Co-Chair and Meghan Medlock, Senior Director, Committees & Conferences – ANA will lead a member roundtable discussion.

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