Innovation Day @ MillerCoors (Members Only Conference) presented by BrightLine

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Innovation, according to dictionary.com,is (1) something new or different introduced and (2) the act of innovating; introduction of new things or methods. Successful marketers innovate by finding new ways to reach customers, developing breakthrough new products, and more.

Hosted by MillerCoors — a company where innovation has always been part of the corporate culture—this complimentary ANA members only conference will feature sessions from leading marketers and thought leaders who will share their case histories in marketing innovation.

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Agenda

TIME EVENT DETAILS LOCATION
Tuesday, March 18, 2014
8:15am Breakfast

9:00am General Session

MILLERCOORS: NEW PRODUCT INNOVATION

MillerCoors is a company where innovation has always been part of the corporate culture and a clear leader in this space.  Learn how MillerCoors continues to leverage innovation through their pipeline of new products.

Scott Meek
Director, Branded Innovations MillerCoors
Rita Patel
Marketing Director - Innovations MillerCoors

HILLSHIRE BRANDS: WHERE INNOVATION AND MARKETING ARE BREATHING LIFE INTO NEW BRANDS

Hillshire Brands is a company with the vision to become the most innovative meat-centric food company in the United States.  Innovation at Hillshire Brands is more than just churning out new products; it’s about monetizing ideas. Jennifer Bentz,  Vice President, Insights and Innovation, plays a key role in revamping the company’s innovation process which has become faster and more focused on consumer insights while creating a stronger link with the marketing function. Learn how Hillshire Brands feels it is critical to have an inseparable link between a company’s marketing and innovation efforts.  You will also hear the detailed process that Hillshire Brands is introducing to ensure its stable of iconic brands continue to evolve and grow.

Patricia Luczak
Director of Innovation Hillshire Brands

POPSECRET LABS: MARKETING AS EXPERIMENT

How do you compete in a crowded food marketplace with a small budget? Pop Secret, working with its agency Deutsch LA, shunned traditional marketing in favor of a series of digital experiments designed to make it the most talked-about popcorn brand: Pop Secret Labs (www.popsecretlabs.com). They achieved their goals with experiments such as Perfect Pop, an app designed to keep people from ever burning their popcorn again; Poptopia, the first scented smart phone game; a movie-dating partnership with OK Cupid; and Pop Over, an app to organize movie nights with Facebook friends. Pop Secret will discuss the challenges of invention in marketing, how to manage experimentation, and why risks can be worth taking.

Burke Raine
Vice President of Marketing Diamond Foods
Lauren Tetuan
EVP, Media Director Deutsch LA
12:00pm Luncheon

1:00pm General Session Cont.

AD INNOVATIONS IN CONNECTED TV

Interactive TV advertising has already been proven effective at reaching true brand audiences and firing on core objectives, but what does the inclusion of TV connectivity bring to the table? This new elixir is proving to be the change that television has been waiting for. Finally joining digital with television, marketers are now able to give consumers the immersive experiences they want at the scale marketers need. Imagine what you could do with the ease of a turnkey, connected TV experience.  Discover the innovations and exploration taking place in the new TV arena and find out how you could win the living room.

Will Chapman
Chief Revenue Officer BrightLine
Mike Fisher
Director of Strategy and Innovation BrightLine

OSCAR MAYER: HOW ‘SAY IT WITH BACON’ BROUGHT SIZZLE TO THE CATEGORY

People love bacon, but they aren’t particularly choosy about which bacon they love.  So how do you get customers to seek out bacon by brand name in the grocery store?  Oscar Mayer started with the insight that people shop for bacon a lot like they shop for fine jewelry, with a meticulous inspection to find the best one.  Discover how the brand created an innovative Father’s Day campaign and experience that transformed bacon into a luxury gift from women to the leading men in their lives.  This is Oscar Mayer’s most talked about campaign ever which drove significant results and positioned the brand to be a cut above the rest.

Kris Eckles
Consumer Engagement Manager Kraft Foods Group, Inc.
Meredith Smyth
Account Director 360i

SPRINT: MAKING INNOVATION HAPPEN

Sprint needed a new way to talk to business prospects.  In just five days, a small but diverse group created a solution that was equal parts marketing, technology, sales and brand strategy. Discover Sprint's collaborative innovation process with their agency and learn how to foster your own innovation culture.

Stephanie Lashley
Sales Segment Manager Sprint
Mark Logan
Senior Vice President of Innovation Barkley/Moonshot Labs
3:30pm Conference Adjournment