Digital & Social

NETWORKING BREAKFAST (9:00 – 9:45 a.m.)

INTRODUCTIONS & NETWORKING "FIRESTARTER" SESSION (9:45 – 10:00 a.m.)
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. During introductions, we will ask members to share one or two "hot topics" or key areas of focus/challenge in the digital and social space as a way to facilitate more one-to-one networking between members with similar challenges during coffee breaks and lunch.

I. PRUDENTIAL FINANCIAL: BRAND ACTIVATION CASE STUDY (10:00 – 10:45 a.m.)
Prudential Financial, a financial services leader with more than $1 trillion of assets under management as of September 30, 2018, has operations in the United States, Asia, Europe, and Latin America. Prudential's diverse and talented employees are committed to helping individual and institutional customers grow and protect their wealth through a variety of products and services, including life insurance, annuities, retirement-related services, mutual funds and investment management. In this session, Prudential Financial will present their brand activation story as highlighted by three recent creations:

• The PGIM Virtual Reality Experience, a 360o immersion into emerging market investment opportunities for PGIM, Prudential's global asset management business;

• The Prudential Escape Room, the signature brand activation in "The State of U.S." brand campaign, which debuted at The Fast Company Innovation Festival in Grand Central Station last October;

• The 80-Year-Old Millennial, a landmark attitudinal study of 1,000 millennials, brought to life online with an interactive aptitude test that created a persona for social sharing and launched at SXSW in Austin, Texas last spring with an on-site lounge and 3D installation.

Speakers:
David Liemer, VP, Creative Director – Prudential Brand Marketing & Communications
Kristina Trimmer, Director, Integrated Production – Prudential Brand Marketing & Communications


II. NORTHWELL HEALTH: DIGITAL & SOCIAL CASE STUDY (11:00 – 11:45 a.m.)
Northwell Health is New York State's largest health care provider and private employer, with 23 hospitals, more than 650 outpatient facilities and nearly 15,000 affiliated physicians. In this session, hear from Christina Stolfo, Director, Audience Development at Northwell Health who will share insights on recent digital campaigns and the data-based strategies that made them successful.

Speaker:
Christina Stolfo, Director, Audience Development – Northwell Health

LUNCH (11:45 a.m. – 12:30 p.m.)

III. UPCOMING RESEARCH ON TV ADVERTISING IN A CONNECTED WORLD (12:30-1:00 p.m.)
The shift to viewing content through internet-enabled/streaming devices, or what we call connected TV (CTV), is surging – over 55 percent of Americans watch programming on a connected device today, according to eMarketer. To educate and engage brand marketers with insights and learnings around CTV, Innovid and the ANA are partnering on a year-long research endeavor. In this session, you'll learn how this project aims to drive the industry toward a deeper understanding of how CTV complements linear TV while uncovering key areas of importance for this advertising vehicle, including measurement, advanced analytics and new creative formats.

Speaker:
Tom Hartman, VP Global Brand Partnerships – Innovid


IV. CAMPBELL SOUP: DIGITAL TRANSFORMATION CASE STUDY (1:00 – 1:45 p.m.)
Campbell is driven and inspired by their Purpose, "Real food that matters for life's moments." For generations, people have trusted Campbell to provide authentic, flavorful and affordable snacks, soups and simple meals, and beverages. Founded in 1869, Campbell has a heritage of giving back and acting as a good steward of the planet's natural resources. In this session, hear from James Gilbert, Director of Personalization and CRM at Campbell Soup share insights on how the organization has developed their digital transformation.

Speaker:
James Gilbert, Director of Personalization and CRM – Campbell Soup


V. MEMBER ROUND TABLE DISCUSSION: LEVERAGING NEW TECHNOLOGIES IN DIGITAL AND SOCIAL (1:45 – 2:30 p.m.)
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 discuss various aspects and best practices of digital and social media. ANA Digital and Social committee members will also have an opportunity to network and discuss key issues, such as social listening tools, the Internet of Things, augmented reality, virtual reality, and AI in marketing.

Facilitators:
Michael Donnelly, Senior Vice President, Group Head, Global Digital Marketing – MasterCard Worldwide and Digital & Social Committee Co-Chair
John Bell, VP, Enterprise Digital Marketing – Travelers and Digital & Social Committee Co-Chair