ANA Innovation Day @ MGM Resorts International (Members Only Conference)

OPENING REMARKS

MGM: DISRUPTING MEDIA BUYING THROUGH INNOVATION

Stop and ask yourself why a particular process is the way it is and you just might have an ‘a-ha’ moment. That’s what happened when MGM Resorts International examined its media buying process. Through strategic changes in their media buying, including introducing in-house media planners and buyers, zero-based media planning, a media tech stack, and a strategic media measurement framework, MGM Resorts has been able to disrupt the media buying space and capitalize on the results.

Megan Estrada

VP of Media MGM Resorts International

DR PEPPER: THE ONE YOU CRAVE

It’s no secret diet soda sales have been in decline over the past couple of years, but the Dr Pepper Snapple Group has bucked the trend with its namesake zero-calorie beverage. In this session, Derek Dabrowski, VP of brand, content and digital marketing (Dr Pepper & Crush) at Dr Pepper Snapple Group, will share how Diet Dr Pepper comes out on top in this competitive category and explore their strategic shift in innovative marketing.

Derek Dabrowski

VP of Brand, Content and Digital Marketing (Dr Pepper & Crush) Dr Pepper Snapple Group

HP: KEEPING MARKETING INNOVATIVE IN AN INNOVATIVE INDUSTRY

In an industry that is constantly changing and touted for its technological innovation, it is even more important for marketing to stay ahead of the trends. In this session, Carmen True, global head digital experience & marketing innovation at HP, will share the tactics her team takes to keep innovation at the forefront of HP’s marketing. Carmen will also share examples of innovative marketing and lessons learned along the way.

Carmen True

Global Head Digital Experience & Marketing Innovation HP Inc.

ORIGINAL THINKERS WELCOME: ATTRACTING MILLENNIALS TO KIMBERLY-CLARK

In this session, Frans Mahieu, global marketing director for Kimberly-Clark Corporation, will share how they applied consumer marketing principles and techniques to gain insights internally. This innovative effort led to the development of a unique employer brand story and marketing program that targets millennials by addressing their career, social, recreational, and lifestyle preferences.

Frans Mahieu

Global Marketing Director Kimberly-Clark Corporation

AUTODESK: INNOVATION IN CONTENT MARKETING

Dusty DiMercurio, Autodesk’s Director of Content Marketing & Owned Media, established the company’s first content marketing program four years ago. Their success has since spawned the creation of a company-wide content marketing initiative. His team’s owned media channel Redshift has also been recognized by the Economist, Gartner Research, and many others as one of the world’s preeminent brand-owned media publications. In this session, Dusty will share how his team spearheaded the practice at Autodesk, and how changes in digital content and customer expectations have driven demand for a different, data-driven, and personalized approach to marketing.

Dusty DiMercurio

Director Content Marketing & Owned Media Autodesk

INNOVATING WITH WHAT YOU HAVE: COMMERCIAL INNOVATION AT HEINEKEN AND P&G

When we think of breakthrough innovation, we typically think new product innovation, ‘the next big thing’.  But, it’s often commercial innovation – new ways of marketing existing products – that delivers superior results.  In this presentation, Eric Markus, Brand Director at HEINEKEN and formerly of Procter & Gamble, will share examples of how he and his team have harnessed commercial innovation to make Strongbow the fastest-growing hard cider brand over the last three years, plus other case studies from his HEINEKEN and P&G experience, along the way presenting a framework to think differently about the products and services you already have.

Eric Markus

Brand Director Strongbow