Digital & Social

NETWORKING BREAKFAST AND INTRODUCTION (9:00 – 9:45 a.m.)
MEMBER ROUNDTABLE (9:45 – 10:15 a.m.)
ANA Digital & Social Committee members will have an opportunity to network and discuss key issues/challenges/opportunities that were brought up in the Introduction/Firestarter session and that were also generated throughout the content sessions. We will have an open discussion and/or we will possibly break up into smaller groups to benchmark and network on issues related to topics such as influencer marketing, content marketing, programmatic, new technologies, data and analytics, and more!

Facilitators and Committee Co-Chairs:
Michael Donnelly, Senior Vice President, Group Head, Global Digital Marketing – Mastercard Worldwide
John H. Bell, Vice President, Enterprise Digital Marketing – Travelers Insurance

I. CAMPBELL SOUP COMPANY: THE SOCIAL COMMERCE DEBATE: COMMUNITY BUILDER OR DESTROYER? (10:15 -11:00 a.m.)
Does the rise of social commerce signal the end of community engagement? Social commerce is arguably one of the largest growing trends of 2019 – with no signs of slowing down. What started in the fashion and beauty industry has quickly infiltrated CPG and consumer products organizations, with many brands trying determine how best (if at all) to lean into this trend. In this session Annie Ritchie, Senior Manager, Social Media & Digital Content at Campbell Soup Company will share the latest trends in the social commerce space – including how platforms are evolving, brand storytelling is shifting, and the social contract between brand and consumer could potentially be changed forever.

Speaker:
Anna Ritchie, Senior Manager, Social Media & Digital Content – Campbell Soup Company

II. MCCORMICK & COMPANY: DRIVING DIGITAL CROSS-PLATFORM (11:00 – 11:45 a.m.)
In business for 128 years, McCormick manufactures, markets and distributes spices, seasoning mixes, condiments and other flavorful products to the entire food industry – retail outlets, food manufacturers and food service businesses. The McCormick name represents a trusted source of flavor in millions of kitchens around the globe – in homes and in restaurants. In this session, Sam Niburg, Senior Manager, Global Digital Experiences at McCormick & Company will share how the company is driving personalized scale and improved digital capabilities across its owned platforms.

Speaker:
Sam Niburg, Sr. Manager, Global Digital Experiences – McCormick & Company

NETWORKING LUNCH (11:45 – 12:30 p.m.)

III. HOW TO CHANGE SOCIAL NORMS THROUGH DATA AND DIGITAL EXPERIENCES (12:30 p.m. – 1:15 p.m.)
Learn how Truth Initiative, through the truth® youth tobacco prevention campaign, is captivating audiences by leveraging the power of intelligent data and optimizing experiences across social media, digital and onsite channels to reach the highest engagement and drive effective change that is saving lives. Whether you're in a for-profit or nonprofit organization, the effectiveness of your marketing initiatives will depend on your ability to reach your consumers across all relevant touchpoints and deliver connected, personalized, and conversational experiences.

Speaker:
Nicole Dorrler, SVP Marketing and Media Investment – Truth Initiative

IV. FRAUD IN DIGITAL ADVERTISING (1:15 – 2:00 p.m.)
ANA and White Ops have once again partnered (for the fourth time) on a study to measure bot fraud in the digital advertising ecosystem. The first study, conducted in 2014, was revolutionary as it drove widespread awareness of the digital ad fraud problem and was a "call to arms" for marketers to take an active role in addressing the issue. The last study published (our third in May 2017) estimated global losses due to fraud to be $6.5 billion. Fifty ANA member companies participated in the most recent study. This session will debut results and share best practices to help combat and minimize the dollars lost to digital ad fraud.

Speaker:
Michael Tiffany, Co-Founder & President – White Ops