Media Leadership

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WELCOME & INTRODUCTIONS: (11:00AM ET)

I. ANHEUSER-BUSCH'S JOURNEY TO BUYING TV ON ATTENTION (11:05AM – 12:00PM ET)
Paolo Provinciali, Head of U.S. Media – AB InBev/Anheuser-Busch, will share his company's journey on moving the TV buying currency from impressions, to viewable impressions, to attentive impressions (a.k.a. Attention Economy). In this session, you will learn about the overall process, key learnings and discuss ways to move forward.

Speaker:
Paolo Provinciali, Head of U.S. Media – AB InBev/Anheuser-Busch

II. ANA MEMBER ROUNDTABLE DISCUSSION: EVALUATING/MEASURING CREATIVE MESSAGING AND CONTENT (12:05PM – 12:45PM ET)
In this session, Ivy Brown, SVP, Head of Brand and Community Marketing – TD Bank will share best practices and facilitate an ANA Member Roundtable Discussion around evaluating and measuring content for brands. Issues discussed will include:
• Short-term "drive purchase/action" vs. medium/long-term "drive brand attributes/health"
• What role do the following play in your approach to assessing what's working and what's not?
      o Role of Message/Content in Purchase Funnel
      o Channels and Formats
      o Measurement approaches
      o Optimization cadence

Facilitators:
Ivy Brown, SVP, Head of Brand and Community Marketing – TD Bank
Brian Lange,
Vice President, Marketing Platforms – VF Corporation

III. ANA MEMBER OPEN DISCUSSION (12:45 – 1:00PM ET)
We will have an open discussion for ANA Media Leadership Committee members to discuss key issues/challenges/opportunities.

Facilitators:
Jennifer Gardner, Senior Director Media, North America – Unilever, ANA Media Leadership Committee Co-Chair
Benjamin Jankowski, SVP Global Media – Mastercard, ANA Media Leadership Committee Co-Chair
Marni Gordon, SVP – ANA