Using Branded Content to Build Buzz and Stand Out Presented by The Walt Disney Company

This event is over.

Brands are always seeking innovative ways to attract, engage and build relationship with their consumers.  Many are acting as publishers themselves creating “Branded Content”, which is not traditional advertising, and can include videos, articles, podcast or live activations.  They may also partner with other entities to develop seamless content integration opportunities to complement their brand campaigns.

Join us for this ANA members-only event, hosted by The Walt Disney Company, where you will hear insightful case studies, best practices, and actionable takeaways on how to leverage branded content to engage with consumers.


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, June 5, 2019
8:15am Breakfast

9:15am Opening Remarks

Lisa Valentino
Executive Vice President, Client and Brand Solutions The Walt Disney Company
9:25am

`OUT • EGRATION (n.) 1. THE ACT OR PROCESS OF TAKING INTEGRATION OUT OF THE SHOW

The Walt Disney Company has an unrivaled legacy of creating world class storytelling. As a leading creator of Branded Content in entertainment, they use their intellectual property to solve a brand’s problem; enhancing both brands and compromising neither. The result is a powerful and authentic extension of their client’s brand story.  Jerry Daniello and Jeffrey Weinstock will share the keys to create branded content that entertains and engages our audiences.

Jerry Daniello
Senior Vice President, Entertainment Brand Solutions The Walt Disney Company
Jeffrey Weinstock
Vice President and Creative Director The Walt Disney Company
10:10am Networking Break

10:30am

STORY HUNTING: DESIGNING AN INTEGRATED NEWSROOM STRATEGY

In this session, John von Brachel will talk about a content marketing integration strategy that helps mine the best local stories that both reflect the bank’s values, and the needs and goals of its audiences.

John von Brachel
Senior Vice President, Content Marketing Executive Bank of America
11:15am Luncheon

12:30pm

CONTENT WITH PURPOSE- PANERA BREAD'S 'FOOD INTERRUPTED'

Panera Bread is a true mover in the food policy space. To compliment its multi-year ‘Food as it Should Be’ campaign platform, the brand was ready to go deeper, and wider to bring consumers into their mission: to change the food industry from the inside out. ‘Food Interrupted’ is a content series that makes food policy accessible and entertaining with industry influencers and innovators like Marcus Samuelsson and Rainn Wilson. It also shows consumers how they can make an impact.  Emmy-nominated and heading into season two, ‘Food Interrupted’ changed Panera’s relationship with its customers from fast casual to life changing and long term. In this session, Sara Burnett VP, Wellness and Food Policy at Panera Bread and Justin Barocas, CEO, Executive Producer at ACE Content will provide insights and learnings from this successful launch.

Sara Burnett
Vice President, Wellness and Food Policy Panera Bread
Justin Barocas
Chief Executive Officer and Executive Producer ACE Content
1:15pm

GIVING YOUR BRANDED CONTENT A VOICE

‘Alexa, Open Westworld.’ These three words changed the way brands approach marketing and emerging technologies, and the way that the advertising industry viewed Voice as a platform for branded content. With more than two hours of unique gameplay, each element of HBO’s “Westworld: The Maze” was designed with the show’s layered and rich narrative in mind, creating a truly immersive Voice experience that’s unlike any other skill on the market. Ad agency 360i will share the journey that resulted in the most-awarded Voice application to date, what they learned along the way, and the potential for smart, engaging branded content on Voice.  

Andrew Hunter
Creative Director 360i
Allie Guggenheimer
Account Supervisor 360i
2:00pm

BUDWEISER'S EARNED MEDIA MODEL: LEANING INTO CULTURAL MOMENTS TO HUMANIZE THE BRAND

After decades of decline, Budweiser has embarked on a journey to humanize the brand. They have disrupted the way they communicate their purpose in an effort to stop acting like a mass beer, but rather an iconic cultural leader - because Budweiser is bigger than beer.  Through their "Earned Media Model," Budweiser has managed to stabilize trends and improve consumers' perceptions of the brand. Madison Pietrowski, Sr. Brand Director of Budweiser, will discuss their marketing approach and share insights behind recent campaigns such as "Reprinting History," "This Bud's for Jackie" and "This Bud's For 3."

Madison Pietrowski
Senior Director, Budweiser Anheuser-Busch
2:45pm Closing Remarks

2:50pm 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.