Building Brand and Business Through Effective Marketing Strategies @ IHG

Marketing is both an art and a science, with a brand’s most important constituents – its consumers – at its core. Companies with a pulse on the consumer and a savvy understanding of how marketing adds value to the organization are better positioned to create successful strategies for building brand and business.

This members-only event will feature sessions from leading marketers who are successfully leveraging their craft to build their brands and drive growth for their organizations. Hear insightful case studies, learn best practices, and leave with actionable takeaways to apply to your own business. Topics will include marketing effectiveness, marketing innovation, data & analytics, and creative excellence. You’ll also enjoy ample time to network with peers and marketing thought leaders from a range of industries.

when

Start: Thursday, January 30, 2020 at 8:15am

End: Thursday, January 30, 2020 at 2:30pm

WHERE

IHG
3 Ravinia Drive
Suite 100
Atlanta, GA 30346

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Registration Client-Side Tier $0 Platinum Tier $100 Gold Tier $200 Silver Tier $350 Individual N/A Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net


Agenda

TIME EVENT DETAILS LOCATION
Thursday, January 30, 2020
8:15am
- 9:00am
Networking Breakfast

9:00am
- 9:05am
Opening Remarks

9:05am
- 9:20am

WELCOME & INTRODUCTION FROM IHG

Eric Lent
Senior Vice President, Upscale Brands InterContinental Hotels Group
9:20am
- 10:00am

CREATIVE THAT WORKS

Today’s consumers have choices. Today it’s all about experiences, ease and convenience. Traditional retailers need to evolve and deliver best-in-class solutions, with personalized and relevant experiences. It can also be about perceptions. Customers can pigeon-hole you based on what they know versus what they don’t. In this session Thom Lucarelli, Senior Director, National Creative and Brand at The Home Depot, will share what it takes to deliver creative that is insight-driven, connects with consumers, and drives positive perception change.

Thom Lucarelli
Senior Director, National Creative and Brand The Home Depot
10:00am
- 10:40am

GEORGIA-PACIFIC’S APPLICATION OF RAPID EXPERIMENTATION TO MARKETING INNOVATION

Senior Director, Integrated Brand Building & Marketing Innovation Lloyd Lorenzsonn will discuss Georgia-Pacific’s approach to implementing rapid experimentation principles to marketing innovation and key learnings for brand builders seeking to transform the speed and discipline to continuously innovate their brand building efforts.

Lloyd Lorenzsonn
Senior Director, Brand Building & Marketing Innovation Georgia-Pacific
10:40am
- 11:05am
Networking Coffee Break

11:05am
- 11:50am

BUILDING A PERFORMANCE DIGITAL MEDIA ENGINE THAT DRIVES BUSINESS GOALS

In this session focused on Marketing Effectiveness, Curt Hokanson, Head of Media at Visible, and Heather Horsey, Director of Paid Social and Creative, will discuss how building a performance digital media engine allows brands to execute more top of funnel awareness plays that have major impact but are harder to track from direct quantitative signals. You’ll also learn how to blend these two parts of the funnel to ensure you are able to increase your reach and awareness while driving efficiency lower in the funnel.

Curt Hokanson
Head of Media Visible
Heather Horsey
Director, Paid Social and Creative Visible
11:50am
- 12:50pm
Luncheon

12:50pm
- 1:35pm

CREATING A MARKETING PERFORMANCE STORY THAT MATTERS

There are so many campaign, brand and marketing channel metrics.  How do you tell your story in a way that matters to your CEO? This session will be an interactive discussion around creating a marketing performance story that gets your CEO’s attention. Key takeaways include: (1) 4 keys to building an effective marketing performance story, (2) a sample framework you can use to develop your own story, (3) perspective about how your peers tell their stories, and (5) a strong feeling that we’re all in this together.

David Craig
Senior Vice President, Head of Marketing Strategy & Performance SunTrust now Truist
1:35pm
- 2:20pm

UNITING BRAND AND PERFORMANCE TO SCALE A STARTUP AND DISRUPT THE LENDING INDUSTRY

Established brands are scrambling to address their siloed approach to brand marketing vs. performance marketing. DTC startups, on the other hand, suffer no such legacy issues, which is why the entire marketing industry is undergoing such disruption. This session will detail the approach taken by consumer lending brand Lendly, which turned an innovative new loan product into a nearly $100,000,000 book of business in just one year by simultaneously building brand awareness, efficiently acquiring new customers and activating brand advocates. Todd Silverstein, CMO at DRUM, will also share how to weaponize data—be it consumer, customer, platform, third-party or other, find the proper balance between CAC and LTV and generate content with the optimal amount of personalization.

Todd Silverstein
Chief Marketing Officer DRUM
2:30pm Conference Adjourns


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.