Meaningful Customer Interactions: How to Appeal to the Feel hosted by Fordham University

This event is over.

Join the ANA Educational Foundation (AEF) and Fordham University’s Center for Positive Marketing on Wednesday, February 9, 2022 to hear from top minds in brand activation, sonic and experiential marketing. Learn how brands are using innovative experiential and sensory marketing activations to drive growth after over a year of physical distancing. Join us as we hear actionable takeaways and insightful case studies on how top brands are driving innovation.


Agenda

 


TIME EVENT DETAILS LOCATION
Wednesday, February 9, 2022
2:00pm
- 2:05pm

OPENING REMARKS

Marcia Soling
Vice President, Content Manager AEF
Dawn Lerman, Ph.D
Professor of Marketing & Executive Director, Center for Positive Marketing Fordham University
2:05pm
- 2:40pm

"WHEN THEN MEETS NOW" REBRANDING OF WARNER BROS CHERISHED CLASSIC MOVIE NETWORK, TCM

The world’s greatest media network of classic films is anything but classic. The repositioning and rebranding of Turner Classic Movies, TCM, was necessary but what happens when your viewers didn’t ask for it? Get an inside look at what it took to turn a network around in 12 months, top to bottom, including a virtual Film Festival. We’ll cover strategy and experiential to conflict over new host chairs for Ben Mankiewicz’s set. A true Hollywood story.

Dexter Fedor
Vice President, Head of Marketing & Creative for Turner Classic Movies TCM Warner Bros. Entertainment
2:40pm
- 3:15pm

STIMULATING SENSORIAL EXPERIENCE MARKETING THAT DRIVES GROWTH

Do you enjoy the sound of breaking KitKat or the aroma of the coconut wafting from Almond Joy? Do you love the bright orange of Reese’s during a football game or twiddle Twizzlers on your fingers? You are not alone; consumers look, hear, touch and smell before they taste chocolate. Santhi Ramesh will share how her teams around the world have leveraged all the five senses to engage with consumers and drive household penetration. 

Santhi Ramesh
CMO-Hershey International The Hershey Company
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3:15pm
- 3:50pm

BUILDING A SONIC DNA: CAPTURING THE HEARTS AND MINDS OF THE CONSUMER

Mastercard has pioneered multisensory marketing by crafting a brand identity that engages consumers across the five senses.  Advertising jingles and tunes have always created strong brand associations. However, in today's hyper-connected world with the explosion of smart speakers and voice-only devices, a 30-second melody is only the beginning when it comes to developing a comprehensive sonic brand architecture. Building universal awareness which is recognizable in all environments that triggers a positive, relevant and emotional response requires a much deeper strategy.  Hear how Mastercard created and continues to amplify and extend the equivalent of a visual brand logo and design system in the audio space.

Nicola Grant
SVP, Consumer Marketing North America Mastercard
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3:50pm
- 4:25pm

HOT WHEELS LEGENDS

Learn how Hot Wheels/Mattel is creating holistic and innovative consumer experiences and communities around the world in part by utilizing experiential and influencer marketing efforts.

Jennifer Kobashi
Global Franchise Marketing & Partnerships (Hot Wheels) Mattel
View Event Recap and Related Materials
4:25pm
- 4:30pm

CLOSING REMARKS

Dawn Lerman, Ph.D
Professor of Marketing & Executive Director, Center for Positive Marketing Fordham University

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.