The State of the Art in Content Marketing Hosted by the AT&T Marketing Summit Series

With traditional marketing tools that “pitch” your product or service becoming less effective every day, savvy marketers are turning more and more to “content” that their customers and prospects find relevant and useful to drive affinity, consideration and preference. In fact the vast majority of marketers – from the giant CPGs to your local businesses – are developing Content Marketing strategies that work. But what makes for successful content? Come hear the latest cases and best practices from some of the most savvy marketers on strategy and development, production, placement and execution of the content that’s winning with their customers and prospects. We’ll welcome industry leaders on their winning formulas for putting winning content at the heart of their marketing plans.

when

Start: Tuesday, March 28, 2023 at 9:00am

End: Tuesday, March 28, 2023 at 3:00pm

WHERE

AT&T Theater
208 S. Akard
Dallas, TX 75202

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
Tuesday, March 28, 2023
8:30am - 9:15am	NETWORKING BREAKFAST
9:15am - 9:25am	WELCOME REMARKS FROM AT&T Kellyn Smith Kenny Chief Marketing & Growth Officer AT&T
9:25am - 9:35am	HOST OPENING REMARKS John Paquin Senior Director, Brand & Media ANA
9:35am - 10:10am	BUILDING THE AT&T BRAND THROUGH CREATIVE CONTENT IN ADVERTISING, SOCIAL AND RETAIL. Come hear how the world’s largest telecommunications company is leveraging multiple channels to create a holistic communications plan to reach it’s many customers and consumers at all points in the consumer journey. Marc Burns Vice President, Advertising & Social Media AT&T Jeannie Weaver Vice President, Retail Marketing & Flagship AT&T
10:10am - 10:45am	MARY KAY: LEVERAGING CREATIVE CONTENT TO HELP ENRICH WOMEN AND THEIR FAMILIES AROUND THE WORLD An iconic brand such as Mary Kay isn’t built in just a day – or on one platform. Hear Chief Experience Officer Sheryl Adkins-Green talk about how they stay close to their customers to keep relationships strong and drive loyalty. Sheryl Adkins-Green Chief Experience Officer Mary Kay
10:45am - 11:00am	NETWORKING BREAK
11:00am - 11:35am	LEVERAGING ENTERTAINMENT TO HARNESS THE POWER OF POP CULTURE BENlabs, a leader in product placement and Microsoft, will discuss the evolution of the entertainment landscape, Microsoft’s approach to product placement over the years, and how tapping into Hollywood creates the ultimate alignment to pop culture. Maral Beylerian VP, Client Services BENlabs Alison Pember Director, Branded Media and Entertainment Microsoft
11:35am - 12:10pm	CVS HEALTH: USING CONTENT MARKETING TO EMPOWER CUSTOMERS Do you feel frustrated when you shop online for a new product and are faced with a bewildering array of choices? Most of us have been in exactly this situation. Smart marketers also know it can be overwhelming for customers who face too much choice and it can ultimately negatively impact conversion. Hear how CVS developed a strategy to use content marketing to educate customers, empower them to make choices to suit their circumstances - and move them through the conversion funnel. Joe Saia Senior Director of Digital Commerce Marketing Strategy CVS Health Robin Riddle Chief Strategy Office Foundry 360
12:10pm - 1:10pm	NETWORKING LUNCH
1:10pm - 1:45pm	THE AMERICAN HEART ASSOCIATION: A UNIQUE SUCCESS STORY BUILT ON TWO WORDS For more than a decade, the AHA has ventured through a twisting, turning, ever-changing content journey. It hasn’t been easy, but the payoffs are measurable: We have massive reach with lifesaving and inspiring content, our content is crucial to thought leadership, and we’ve even turned content into revenue that feeds back into our mission. We’ve evolved from a little group to a much larger team that continues to transform the way the AHA communicates. Our success stems from two words: quality and trust. These words weren’t always at the forefront in the olden days of “content is king” (translated as “just crank out tons of content”). With nearly 100 years of lifesaving work grounded in science, our brand is a trusted source of credible health information. That trust, paired with a commitment to quality, have led us to where we are today. While every organization’s content journey is unique, we hope our lessons, successes and failures will be helpful to others. Crystal King National VP, Creative & Design American Heart Association John McFarland National VP, Content & Editorial American Heart Association
1:45pm - 2:20pm	CONTENT MARKETING IN THE INFLUENCER AGE In an online environment dominated by influencers and celebrity, creating branded content that rises above the noise and resonates with a Genzennial audience is challenging. Hear from Sindhura Polasanapalli on how Core Hydration, Keurig Dr Pepper’s premium water brand changed the game and became the fastest growing brand in the category with their content marketing in partnership with celebrity influencers. Sindhura Polasanapalli Senior Director, Brand Marketing Keurig Dr Pepper
2:20pm - 2:25pm	CLOSING REMARKS John Paquin Senior Director, Brand & Media ANA

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.