2017 ANA Brand Activation Conference

BRAND ACTIVATION MARKETING SIZE, GROWTH & TRENDS – WHAT’S CHANGED SINCE LAST YEAR?

Last year, PQ Media in collaboration with the ANA, announced for the first time ever the immense size of industry operator revenues and internal brand spending in Brand Activation Marketing – significantly more than Advertising and Trade Promotions – and growing!  

Dr. Leo Kivijarv, Executive Vice President at PQ Media, will present important operator revenue updates from the industry’s first-ever Brand Activation Marketing Forecast, including new data & analysis not discussed in the 2016 report in key areas of interest to ANA members that have implications for all marketers.

Leo Kivijarv, Ph.D.

Executive Vice President & Director of Research PQ Media LLC

THE POWER OF PROMOTIONAL MARKETING

Like marketing as a whole, promotional marketing is evolving. Promotions have historically been used to generate one-time spikes in sales. While they are still a tactic to drive sales, they can also be so much more. If structured properly, promotions provide an insight into customers that cannot be obtained anywhere else. The true value can be unlocked when the promotions are used an entry point into a dialog with your customer. They become a more flexible and cost effective version of traditional points based-loyalty. This is a path that was taken by Merz North America a little over two years ago when they decided that they wanted to utilize the data they were collecting from their traditional rebate program to remarket their customers and develop a long-term customer engagement strategy.

Chris Behrens

President and CEO YA

Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best marketing campaigns activated by brands and agencies. The name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring" with consumers.

The REGGIE Awards Gala will take place on the first evening of the 2017 ANA Brand Activation Conference and will celebrate the winners of the 2017 REGGIE Awards. A total of 70 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of the calendar year across 23 different categories. The event culminates with the SUPER REGGIE announcement, honoring the best campaign chosen from the Gold category winners.

Join us for an evening of entertainment from Universal Music Group recording artist James TW, dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success.

CONNECTING WITH TEENS VIA EMOTIONAL INSIGHTS & BELOVED SOCIAL MEDIA STARS

Nothing is harder to translate than cultural humor. When MALTESERS®, the No. 1 bite-sized candy in the U.K. wanted to make its mark in America, they partnered with Fullscreen to develop a social-first launch strategy. With the goal of driving relevancy, activism and trial among U.S. teens (13-17), MALTESERS® planned to create culturally relevant lifestyle content with influencers. Hear how Fullscreen uncovered audience insights to inform a playful campaign for MALTESERS® that activates social media stars with huge teen appeal, while reimagining the brand’s cheeky U.K. voice through a U.S. gen Z filter.

Maureen Polo

SVP Influencer Marketing Fullscreen Media

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

WHAT HAPPENS WHEN TWO OF AMERICA’S MOST ICONIC BRANDS TEAM UP? MAYBE MORE THAN YOU’D EXPECT…

As America’s truck leader for 40 years, Ford partnered with the nation’s favorite sports league – the NFL – to go beyond a typical sponsorship relationship.  Both Ford trucks and the NFL are known for toughness,  excellence and innovation, making this a perfect match.  Chantel Lenard, Executive Director of Marketing for Ford Motor Company, will give you a behind the scenes look at how Ford is using the Built Ford Tough Official Truck of the NFL in a unique and unexpected 360 degree marketing platform.  From the first kick of the season through the playoffs, Super Bowl XI and the 2017 NFL draft, Chantel will share how Ford more closely connected with customers and fans and how you can too in today’s fast-paced marketing world.

Chantel Lenard

Executive Director, Marketing The Ford Motor Company

BRAND ACTIVATION TO BRAIN ACTIVATION

Brand Activation must both build a brand's image and drive consumer behavior or action, and no one knows this better than Coke. Ivan Pollard, SVP Strategic Marketing, will share how brands break through and capture the "hearts and minds," but in this case, "hands and brains" of the shopper. You will learn how Coca-Cola accomplished success with their March Madness and Coke with Food integrated marketing platforms that culminated with a great retail example from a grocery leader.

Ivan Pollard

SVP, Strategic Marketing The Coca-Cola Company

FIRESTARTER SESSION: CREATE FOR THE HUMAN

In the hyper-competitive connected economy, it is harder for brands to capture consumer attention. Mobile has created an “I need it now consumer” that marketers struggle to engage. The current benchmark for successful mobile engagement hovers between 40 and 60 percent. When did it become acceptable for that many customers to disengage with our brand? Don’t accept mediocracy! John Lim, the visionary behind Create for the Human platform, will share insights from award-winning campaigns designed for Heineken, Dos Equis, and Mission Athlete. Discover how his philosophy, create for the human and forget the device, lead to over 3 million consumer interactions that resulted in an engagement rate of 87 percent or better consistently across brands.

Disclaimer: Don’t tell anyone, but no proprietary technology or big data was used to achieve this success.

John Lim (@mobilelim)

CEO Life in Mobile

HOW SOUTHWEST AIRLINES LEADS WITH THEIR HEART TO WIN CUSTOMERS

Southwest Airlines continues to shine a light on their competitive advantages and their corporate culture by using their heart. In one of their most successful activations, Southwest introduced the world to TransFAREncy — a Southwest philosophy that has inspired a unique brand experience for employees, current customers and potential customers across multiple platforms. In this session, Southwest will explore this brand campaign and demonstrate how capturing hearts leads to capturing share of wallet.

Helen Limpitlaw

Director, Brand Communications & Partnerships Southwest Airlines

THERE IS NO FINISH LINE!

There are certain truths that exist when you’re doing effective Marketing, no matter what the industry or product. We’ve all learned that you need to reach the right people at the right time at the right place with the right message. But no matter how much has changed about the ways we can reach consumers and the way they shop, that is still what needs to be done to drive people from shop to buy…it’s simple, yet not easy. With all the insights, data, channels and technology available to us, most brands still market the same message to all potential buyers at the same time and place or are ineffective at mastering the Continuous Cycle of Marketing. But the truth is – great marketing occurs by activating your brand in this cycle that never ends.  Pam will share how the beloved Indian® Motorcycle and Slingshot® brands have perfected this approach, and how any brand can learn from their successes.

Pam Kermisch

Senior Director, Integrated Marketing and Customer Experience Polaris Industries

DRIVING SHOPPER BEHAVIOR THROUGH REWARD-BASED PROMOTIONS; AN ENLIGHTENING SHOPPER MARKETING STUDY

Be the first to hear brand new research, sponsored by Fandango Rewards, on how reward programs tied to brand consumer promotions help lift sales and change shopper behavior. Understand how, of the many competing factors that influence buying decisions, rewards programs continue to have significant impact on shopping behavior.

Jason Davis

SVP and GM Fandango Rewards

LENSCRAFTERS & SEE.GOOD.DAILY. THE BUSINESS BUILDING BRAND ACTIVATION THAT ALMOST NEVER HAPPENED.

Face it. As seasoned marketers, we all know that the real world is messy, unpredictable, and more complicated than most of the shiny case studies we hear. Come meet Sarah Landsman, Senior Director of Brand Strategy and Eye Care Marketing at LensCrafters — and her agency partner, John Roberts of Truth Collective — and hear the hard-won truths behind #SeeGoodDaily, the market-leading retailer's millennial-focused campaign for daily disposable contact lenses. Discover 5 key insights on bringing together category-breaking strategy, emotionally charged ideas, and inventive approaches to multi-channel activation to drive dramatic business, brand and behavior growth against even the most challenging goals. And see how ours almost didn't happen.

Sarah Landsman (@slandsman1)

Senior Director Brand Strategy and Eye Care Marketing LensCrafters

PURPOSE, PRESENCE AND PARTNERS: HOW RUSSELL ATHLETIC FIGHTS BIG WITH SMALL BUDGET

Russell Athletic is a 100-year old challenger brand in a big budget, big ego sports marketing world. So for its relaunch in 2016, the brand skipped the sports cliches and went straight for the heart, or heartbreak, by partnering with high school football teams that lost the state championship by a touchdown or less. The emotional #SettleYourScore campaign turned each team's loss into season-long motivation and inspired each community and fans across the country. The campaign used strategic partnerships with a world-renowned photographer, student photographers, and an emerging sports-media company to drive season-long content, engagement, and earned media. 

Matt Murphy

Vice President, Marketing Russell Athletic

LIFE IS GOOD - THE POWER OF OPTIMISM

Life is Good is a $100 million lifestyle brand dedicated to spreading the power of optimism and helping kids in need through the Life is Good Kids Foundation. In this talk, Steve Gross, Founder and Chief Executive Optimist of the foundation, will share how Life is Good grew from two brothers selling T-shirts out of a van, to a mission-driven company that positively impacts over 1 million kids every year.  This moving presentation will cover:

• The power of optimism and how it can fuel our lives and brands
• How leading with your mission and integrating a greater good into the work you do is good for business
• How Life is Good has created a community around optimism, and how you can too 

Steve Gross (@Lifeisgood)

Founder and Chief Playmaker of the Life is Good Kids Foundation Life is Good

TOUGH MUDDER: INSPIRING FANS AND BRANDS TO PLAY IN THE MUD

It's more difficult than ever before for brands to move the needle. Consumers want to feel inspired; they want to be part of the action; they want to be part of an authentic experience. Tough Mudder has built a global tribe by being in the business of mud and experiences for nearly a decade, and it's now disrupting the active lifestyle industry. Donna Goldsmith, SVP of Consumer Products, Partnership Marketing, International Event Licensing & Corporate Sales at Tough Mudder, Inc. will provide insights into how the company activates a global audience on and off the course, pivoting from an events company to a leading active lifestyle brand. Goldsmith will also discuss how the brand engages and activates with some of the world's leading brands and media companies to give consumers an engaging experience along the entire journey, while owning its next-level approach to influencer and content marketing.

Donna Goldsmith

Senior Vice President, Consumer Products and Partnership Marketing Tough Mudder Inc.

UNLOCKING THE POWER OF PLACE: HOW LOCATION INTELLIGENCE CAN INFLUENCE BRAND STRATEGY

The immersive age of mobile engagement is unleashing technology’s ability to enhance lives in the real world rather than trapping us behind screens, and unlocks consumer insights to fuel brand activation. With the goal of driving brand recognition and visits to brick and mortar stores, Timberland developed a "modern trail" explorer guide to connect its most loyal audiences with the top trendy local spots in key markets. Learn best-in-class mobile strategies for enhancing consumer engagement, driving sales, and growing retailer partnerships.

Leah Malone

Senior Regional Director, Brand Partnerships Foursquare

HEWLETT PACKARD ENTERPRISE: 365 DAYS TO A NEW BRAND

Just over a year ago, Hewlett Packard Enterprise separated from HP, in the largest corporate separation in history. In just one year, the $52B “startup” and its agency teams built an entire brand from scratch, and executed the change in every aspect of the company from signage to advertising, and web, digital, events, and social presence, showing up everywhere from TV and Twitter to SXSW and the latest Star Trek movie. Hear how HPE brought employees, partners, and customers along on the journey, while setting itself up for growth and earning recognition as one of the best global brands. 

Susan Popper (@srpopper)

Senior Vice President, Experience Marketing Hewlett Packard Enterprise

DOS EQUIS AND THE COLLEGE FOOTBALL PLAYOFF...THINGS GOT INTERESTING!

With a strong heritage of the Most Interesting Man in the World Campaign as the Dos Equis’ brands calling card, Dos Equis was looking to expand its share of new drinking occasions -- and with that, new fans.  As the first ever beer sponsor of the College Football Playoff, Dos Equis brought its own lens to the grand tradition of college football with humorous advertising and a strong call to action for consumers to “Go for Gameday Greatness.” VP, Andrew Katz will share how the brand was able to harness media, shopper and digital touchpoints, in order to bring new fans into the franchise and get them to drink Dos Equis during their favorite game day ritual: tailgating.

Andrew Katz (@phillykatz)

Vice President, Marketing, Dos Equis Heineken

PROCTER & GAMBLE'S GOLDEN ROAD TO RIO

Every four years the greatest athletes on Earth come together to compete for the gold at the Summer Olympics. Leading up to the games, the world's greatest marketers compete to activate their multi-million dollar Olympic sponsorships trying to capture a greater share of voice.  Come learn how Procter & Gamble broke though the crowded marketing landscape by utilizing traditional and emerging best practices to successfully gain consumers' interest in the time leading up the games. Needing to drive to incremental sales, as one of a handful of Worldwide Olympic sponsors, P&G activated its ownable message by engaging retailers across a variety of channels and inspiring shoppers with social and influencer messaging and custom virtual reality content.  The result was “Marketing Gold” and made its impact – and ultimately drove true sales growth.

Carrie Birth

Brand Manager - Regional Team/Military & ISC Procter & Gamble

EVOLUTION OF SPORTS AND SPONSORSHIPS: HOW AT&T BRINGS THE GAME TO THE FANS

As a constant state of disruption continues to incite change throughout the media industry, live sports still represents one of the highest classes of premium media and sponsorship. As consumer consumption behavior continues to change, content providers like AT&T will be endemic to sports sponsorships, providing connectivity and access to exclusive content – in the stands and at home. From mobile to TVs to venue sponsorships, we are where the action is and are connecting fans to their passions in new and innovative ways.

Ryan Luckey

Assistant Vice President of Corporate Sponsorship AT&T