The State of the Art in Content Marketing Hosted by the AT&T Marketing Summit Series (In-Person Only) | 1-Day Conferences | ANA

The State of the Art in Content Marketing Hosted by the AT&T Marketing Summit Series (In-Person Only)

This event is over.

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.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, March 28, 2023
8:30am
- 9:15am
NETWORKING BREAKFAST

9:15am
- 9:20am

WELCOME REMARKS FROM AT&T

Kellyn Smith Kenny
Chief Marketing & Growth Officer AT&T
9:20am
- 9:30am

HOST OPENING REMARKS

John Paquin
Senior Director, Brand & Media ANA
9:30am
- 10:05am

USING CELEBRITIES IN CONTENT & CONTENT AS A 5th WALL IN RETAIL

Yep, that’s right, we’re kicking the day off with two presentations in one!

First, Marc will talk about AT&T’s experiences using celebrities in content. Brands often pay big money to have celebrities appear on their behalf… but does it make content better?

We’ll explore what ‘better’ is, and some DOs and DON’Ts to make sure you get the most out of your investment.

We’ll explore what ROCKED it, what was a total MISS, what saved the day during the pandemic, and what’s next.

Marc Burns
Vice President, Advertising & Social Media AT&T
10:05am
- 10:40am

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
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10:40am
- 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
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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, turbulent 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
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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.