social media - ana

Tuesday, March 4, 2014 | Microsoft | 11 Times Square | New York, NY

www.ana.netWe’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA.

Social MediaMembers-Only Conference

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Agenda ............................................................................ pg 2

Speaker Bios .................................................................... pg 3

Attendees ........................................................................ pg 5

ANA Member Benefits .....................................................pg 15

Table of Contents

ANA Social Media Members-Only Conference at Microsoft

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Breakfast (8:15 a.m.)

General Session (9:00 a.m.) MICROSOFT: SOCIAL MEDIA TRENDS 2014 ON NICHE NETWORKS In this session, Microsoft will share their Trends 2014 research report that shows that people are seeking more meaningful, personal interactions with others and they’re turning to smaller, Niche Networks to meet these needs. In fact, forty-one percent of the people we interviewed across the globe are currently joining social networks that are premised on their specific interests and passion points. Attendees will learn how to be more relevant, how to have intimate and authentic social interactions in the digital space, when to enter a conversation with your customers and when to keep quiet, why consumers are turning to these smaller networks and their motivation for engagement, and how marketers can ultimately harness the power of Niche Networks to drive engagement with your brand. Ivy Esquero Global Consumer Insights Manager

Microsoft

NISSAN CELEBRATES SOCIAL MEDIA INNOVATION In this session, Nissan North America, Inc. will unveil how they seamlessly have integrated social media into their marketing strategy, being the first automotive brand to have a presence on Vine, Instagram, and Google+. They are constantly innovating in this space while gleaning key insights and lessons learned along the way. Their journey

is filled with lots of rich insights that marketers can take back to their organizations as Nissan North America, Inc. has been a ground-breaking pioneer in this space.

Erich MarxDirector, Website & Social Media Marketing

Nissan North America, Inc.

VIRGIN MOBILE BREAKS THROUGH WITH SOCIAL CONTENT AND COMMERCE OPTIMIZATION

Virgin Mobile boasts an average 3 million views a month for its social content, rivaling the online audiences of Pitchfork and Rolling Stone. The reason? They create content on a platform that was perfectly optimized for shareability. In addition, they also focus heavily on social commerce and the ROI that it brings to the company. Learn how they do it and what marketers can take away from this groundbreaking work!

Felicia HillSenior Manager, Branded Content and Social EngagementVirgin Mobile USA

Luncheon (12:00 p.m.)

General Session Cont. (1:00 p.m.)

INDUSTRY EXPERT SHARES HOW TO CREATE LONG-LASTING CUSTOMER INTERACTIONS IN SOCIAL MEDIA In this session, a leading industry expert, client-side marketer, and author of “Get Social: A Practical Guide to Using Social Media for Business” will share how to create social strategies and content, manage socially enabled marketing

campaigns, implement channel management processes, and form relationships with current prospective clients via social channels.

Ben Blakesley Senior Manager, Global Social Media Reebok Author Get Social: a practical guide to using social media for business

KRISPY KREME: DIGITAL INTEGRATION AT THE HEART

Even doughnuts have gone digital. Between offering mobile alerts for hot doughnuts and interacting with evangelists on Twitter, Krispy Kreme Doughnuts has set out to integrate digital programs into its customer interactions and relationships — while still staying true to the 76-year-old global company’s core brand DNA. This session will cover how they creatively approach digital, social, and mobile and maintain consistent integration.

Kelley O’BrienDirector - Interactive, Digital, Social Krispy Kreme Donut Corporation

Conference Adjournment (3:00 p.m.)

Agenda

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Speaker Bios

Ivy EsqueroGlobal Consumer Insights ManagerMicrosoft

As part of the Global Consumers Insights team, Ivy looks to unpack the “why” behind consumer behavior and uncover the person behind the number, revealing ways to deeply engage consumers as they navigate the digital landscape. Prior to Microsoft, Ivy was in the global strategic research team at Prudential Financial, where she delved into consumers’ journey to financial security and retirement. Ivy joined Prudential from the Advertiser Solutions Group at the Nielsen Company where was a research director advising clients on optimal advertising mix and cross-channel opportunities in the financial services, retail and tech industries. Her work has been covered by major news outlets including the Wall Street Journal, CNET, Adweek and AdAge. She started her career in the financial services industry focusing on marketing and analytics. Ivy graduated with an English and political science degree with the thought of becoming a teacher. While that career path did not materialize, Ivy continues to have a passion for teaching. She has been a volunteer and team leader with NY Cares since 2004, currently leading SAT tutoring classes for low-income high school students. In the winter, you’ll often find her on the slopes of southern Vermont, usually trying to convince a newbie that falling is natural.

Ben BlakesleySenior Manager, Global Social MediaReebok AuthorGet Social: a practical guide to using social media for business

Ben Blakesley, author of Get Social: a practical guide to using social media for business and co-founder of Community Manager Recharge social media conference, has been working in social for the better part of a decade, spanning industries from music to finance and many in between. One of those “I’ll sleep when I’m dead” kind of guys, Ben lives and breathes social and thrives on making connections and making a difference. Now leading social media for Reebok, he lives in the Boston suburbs with his wonderful and socially adept wife, Lauryn, and their three children.


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Speaker Bios

In his role at Nissan North America, Erich Marx is responsible for the strategy, planning and execution of the Nissanusa.com website, as well as all social media marketing and PR for the Nissan Division. In this leadership role, he guides Nissan online messaging and brand stewardship through customer-facing and press-facing channels. He’s been with Nissan for 20 years, working in a variety of disciplines including sales, marketing, distribution and research. Mr. Marx received his B.A. From Occidental College in Los Angeles, California and earned his M.B.A. from the University of Michigan at Ann Arbor.

Erich MarxDirector, Website and Social Media MarketingNissan North America, Inc.

Felicia Hill Senior Manager, Branded Content and Social EngagementVirgin Mobile USA

Felicia Martin-Hill is the Senior Manager of Branded Content and Social Engagement at Virgin Mobile USA. She is a pioneer in all aspects of social community, influencer marketing and charitable giving. In 2012, Felicia’s team coined the term “Newsroom marketing” to describe their “always on” content publishing platform via Virgin Mobile Feed. Felicia has overseen the evolution of Virgin Mobile Feed from an online music stream to include a robust social publishing engine, including the development of a mobile app available for Android and iOS. The company’s social publishing platform inclusive of native advertising partnerships like Buzzfeed, boasts over 10 million views per month for content curated at the intersection of pop-culture and technology. This work has earned recognition from Ad Age, Mashable, NY Times, Digiday and WSJ. Hill is one of the co-creators of Virgin Mobile FreeFest, the largest free music festival held on the East Coast. She took the company’s RE*Generation efforts to new levels launching volunteer and fundraising efforts around FreeFest that eventually launched The RE*Generation House, a homeless youth shelter in Washington D.C. Felicia is a team player who takes pride in problem solving and building consensus. She is a firm believer in business as force for good and the power of brand in growing long lasting affinity and conversion.


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Adamski, JasonDirector US Media InvestmentsFerrero USA, Inc.

Alam, ShateelAnalystGoldman Sachs & Co.

Alba, LaurenSenior Manager, Brand Digital and Social Media MarketingAmerican Express Company

Alexander, PaulChief Communications OfficerLiberty Mutual Insurance

Alvarez, SidneyMedia Relations ManagerConsolidated Edison Co. of New York, Inc.

Anderson, CarrieNational Ad Fund Marketing SpecialistPlanet Fitness (PFIP)

Angeles, AnneVice President, BrandingPrudential Insurance Company of America

Aroff, DebbieAssistant Director, Brand MarketingRandom House

Auriana, CatherineContent Production ManagerCampbell Soup Company

Autrey, TaraSenior Project ManagerAetna Inc.

Avery, MelissaAssociate Creative DirectorCombe Incorporated

Axt, KatherineManagement Rotation ProgramBoehringer Ingelheim Pharmaceuticals, Inc.

Aziz, DavidAssistant Social Media ManagerToys ‘R’ Us, Inc.

Bagala, BrunoWW GB MM Business Solutions and M2BP Program Delivery ManagerIBM Corporation

Bailey, CarissaCoordinator, ConferencesANA

Barrett, JanetWorkforce and Field Enablement, IBM North AmericaIBM Corporation

Baxter, RogerVice President, Brand and Marketing CommunicationsBlackberry Limited

Ben-Amos, OmriVice President, Senior Marketing AssociateClearBridge Investments

Benedis, MariaSenior CounselCanon U.S.A., Inc.

Bennekin, ChristinaSenior Operational Risk AssociateBank of America

Bennett, KaydeeVice President, DigitalGoldman Sachs & Co.

Benware, LauraSenior Marketing Project ConsultantThe Hartford

Best, KarenDirector, AdvertisingBristol-Myers Squibb Company

Bhandari, DeepDirector Consumer InsightsSun Products Corp.

Bhoge, AlpanaIBM Corporation

Bierce, CameronManager, Investor Segment Planning and Product MarketingTD AMERITRADE Holding Corp.

Blakesley, BenSenior Manager, Global Social MediaReebok International Ltd.

Bloom, JoanSenior Vice President Marketing and PlanningFidelity Investments

Bloom, NuritMarketing ConsultantValeant Pharmaceuticals

Borges, StephanieDirector, Corporate AlliancesSix Flags, Inc.

Boughter, BrittanyRandom House

Boyer, JohnMarketing DirectorColdwell Banker Real Estate Corp.

Brannigan, TaraSenior Marketing ManagerAmerican Express Company

Brenner, JillSenior Director, Corporate CommunicationsTravelport, Inc.

Brown, AllysonLEGO Systems, Inc.

Brown, GinelleAssociate Director Content StrategyVerizon Wireless Inc.

Brownstein, EvanSenior Director of MarketingCheckers Drive-In Restaurants, Inc.

Bubniak, CindyDirector of Marketing, Health and WellnessWeight Watchers International, Inc.

Byun, LauraAssociate Product ManagerMerck & Co.

Cacace, JenniferManager Project ManagementRockettes

Camacho, ZeidaDirector, Strategy and PlanningPrudential Insurance Company of America

Carey, OrlaManager, Advertising and DMTourism Ireland

Catalina, SamanthaCampbell Soup Company

Attendees


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Chaikin, KarenLead PA SpecialistEmblemHealth

Chang, AlisonVice President, Advertising and MediaAmeriprise Financial, Inc.

Chang, JessicaSenior Marketing ManagerFidelity Investments

Chang, JosephManager, Social BusinessPrudential Insurance Company of America

Chen, AudreyMedia Sourcing ManagerMerck & Co.

Chiaffitelli, JanetCommunication ManagerEmblemHealth

Childs, AndrewVice President - MarketingPaychex Inc.

Chin, MichelleVice President, NA Integrated Marketing Communications and LoyaltyGodiva Chocolatier, Inc.

Chitwood, AmiSenior Manager - Social MediaDeloitte

Chu, JayneMarketing LeaderMasterCard Worldwide

Clarke, MelanieSocial Media CoordinatorIMAN Cosmetics

Cofer, CaasiSocial Media CoordinatorRandom House

Cohn, AbbyVice President, Marketing and AdvertisingCIT Group, Inc.

Colca, JosephSenior Vice President / DirectorCitibank, N.A.

Coleman, RenataMarketing ConsultantEducational Testing Service (ETS)

Condon, EmmettAssistant Brand ManagerLEGO Systems, Inc.

Connor, StephanieABMBIC USA Inc.

Connors, WilliamVice President, SponsorshipMasterCard Worldwide

Cotignola, FrankCons Insights Manager, Knowledge ManagementMondelez International, Inc.

Coward, MarcusSenior Analyst, Social and DigitalSony Music Entertainment

Cox, RashedaIndependent (formerly Russian Standard)

Cruice, BonnieSocial Media SpecialistVanguard Group, Inc.

Curry, RachelMarketing ManagerSubway

Curtis, KimberlySenior Brand ManagerColgate-Palmolive Company

Davis, EmilyDigital Marketing ManagerRandom House

Davis, KeenanDirector of Digital Marketing and MediaTurtle Beach

Davitashvili, VictoriaDigitalCitibank, N.A.

Day, JackieSenior ManagerPricewaterhouseCoopers

Desena, CaitlinPR and Social Outreach CoordinatorDestination XL

Di Iorio, MichaelDirector, Graphic DesignPrudential Insurance Company of America

Diaz, FelixMarketing Procurement ManagerReckitt Benckiser

Dibella, SarahDigital Marketing SpecialistPapa Gino’s, Inc.

Dibner, CarmelAssociate Brand ManagerUnilever Home & Personal Care-USA

Dillon, MichaelManager, CopywritingPrudential Insurance Company of America

Dimodica, AlexandraDeloitte

Doorn, LouiseHead of Social Media, Digital Marketing GroupJPMorgan Chase & Co.

Douglas, JamariDigital ManagerBermuda Department of Tourism

Downing, ConleyIs Pro Tennis Brand ManagerUnited States Tennis Association

Doyle, SheelaghDirector, Public Relations and CommunicationsANA

Duffy, CaitlinDirector of Media CommunicationsInteractive Brokers Group LLC

Duong, GaryDigital ManagerRockettes

Ebanks, DianaManager, Digital MarketingAmerican Express Company

Edwards, KellyBrand ManagementBloomberg L.P.

Ee, DarianErnst & Young LLP

Attendees


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Ehrmann, RichManager, MediaBayer Corporation

Ellin, MeredithVice President, Digital MarketingCitibank, N.A.

Elliott, StacySenior Director, East RegionMicrosoft Advertising

Endundo Ferreira, DanaManagement AssociateCitibank, N.A.

Esquero, IvyGlobal Consumer Insights Manager - Though LeadershipMicrosoft Advertising

Faglio, SarahSocial Media AnalystAmerican International Group, Inc.

Falk, SamanthaAssociate Manager, Member RelationsANA

Fassler, KristinMarketing DirectorRandom House

Feldman, JakeAssistant General Counsel - TrademarksJohnson & Johnson

Ferreira, MichaelSenior Graphic Designer and Packaging SpecialistBD Becton Dickinson and Company

Ferro, TameraManager of Brand Content and Community EngagementSeventh Generation

Fields, TamicaMarketing ManagerIMAN Cosmetics

Figurito, LouDirect Marketing SpecialistUnited States Postal Service

Fink, SandyMarketing DirectorPinnacle Foods Group LLC

Firda, KarenManager, Integrated MarketingPepperidge Farm, Inc.

Fischbach, CourtneyVice President, Digital Marketing ManagerLegg Mason & Co., LLC

Fitter, EmilyMarketing ManagerWorld Wrestling Entertainment, Inc. (WWE)

Fong, ChristinaSocial Media Manager CuisinartBPS Solutions, Inc.

Ford, KarieVice President, FAF-Media ServicesSubway

Galindez, AlexandraVice President, Women and Multi-Cultural MarketingPrudential Insurance Company of America

Gallager, CandiceMarketing ManagerMacy’s East

Galliher, MarkDirector, Member RelationsANA

Galloway, ErinAssociate Director of Marketing and PublicityPenguin Putnam Inc.

Ganesh, GayathriJohnson & Johnson

Garbini, DaillPR and Special Events CoordinatorMerlin Entertainments, Madame Tussauds

Garland, MelissaAssociate Marketing ManagerHP Hood LLC

Garrett, JustinVice President, Digital Marketing GroupJPMorgan Chase & Co.

Gazi, JustinManager, ECommerce MarketingSleep Innovations, Inc.

Gehl, CatieAccount ManagerLive Nation, Inc.

George, BethVice PresidentMerrill Lynch & Co., Inc.

Georgini, JenevraAssociate General CounselAmerican International Group, Inc.

Giarrusso, KristinMarketing ManagerKiss Products, Inc.

Giassopoulos, GeorgeProcurement Senior Director, Global Marketing and Media AgenciesPfizer Inc.

Giliberti, LorenMarketing CoordinatorMacy’s East

Gill, ZenoDigital Creative Services ManagerCombe Incorporated

Glantz, DanielGlobal Head of SponsorshipAmerican International Group, Inc.

Gmeiner, FlorianHead of Marketing-The AmericasLufthansa

Goldsand, LaurenAssociate Product ManagerMerck Consumer Care

Gordon, JessicaManager, Global Brand ManagementWestin Hotels & Resorts

Gordon, MarniVice President, Conferences and CommitteesANA

Gordon, MaryMarketing ConsultantEducational Testing Service (ETS)

Gormley, KeithDirector, Social MediaPrudential Insurance Company of America

Greber, ErikaSenior Marketing ManagerRandom House

Attendees


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Green, TriciaSenior Brand ManagerBausch & Lomb, Inc.

Grover, SanjnaNiche MarketingLufthansa German Airlines

Guerra, JosephineProduction Business ManagerCombe Incorporated

Gunning, KateVice President, Global Brand Development DirectorJPMorgan Chase & Co.

Gustafson, DanielleVice President, Director, Digital and Social MediaCIT Group, Inc.

Haberacker, EricMarketing ManagerVanguard Group, Inc.

Haeringer, DebbieVice President, Director of Marketing, Vendor FinanceCIT Group, Inc.

Hahn, RobynChief Marketing Officer Business InsuranceTravelers Insurance

Hajek, MichaelManager, CommunicationsCollegiate Church Corporation

Hall, ColleenAssociate Director, Advertising ResourcesBristol-Myers Squibb Company

Hardy, JuliaContent Marketing ManagerVerizon Wireless Inc.

Hare, MichelleMulticultural Business DevelopmentState Farm Insurance

Harmon, GailAssociate Product ManagerMerck Consumer Care

Heller, PauletteVice President MarketingConair Corporation

Heller-Bezalel, TammySenior Manager of Digital Strategy - Global Merchant ServicingAmerican Express Company

Hicks, LisaContent StrategistIBM Corporation

Hidalgo-Chaves, SilviaGroup ManagerVerizon Communications

Hoidas, AngelaSenior Marketing ManagerDeloitte Consulting

Hook, PatrickMA Digital CXCitigroup Inc.

Hooks, CarrieMarketing SpecialistPNC Bank, N. A.

Huang, DaphneSenior Manager, Marketing Analysis and ImplementationUnitedHealthcare Asian Initiatives

Huczko, NinaFS MarketingPricewaterhouseCoopers

Hurley Cosby, JeanneVice President, CommunicationsFidelity Investments

Hys, DarekManager of Social/Digital MarketingCheckers Drive-In Restaurants, Inc.

Iannucci, RosemarieSenior Manager, Digital and Integrated Media SolutionsPepsico, Inc

Ireland, MatthewManager, Pru ProductionsPrudential Insurance Company of America

Irgang, CaroleConsultantGodiva Chocolatier, Inc.

Irizarry, KatieBrand AnalystNational Grid

Izard, AudreyAssociate Vice President North America Marketing ProcurementL`Oréal USA

Izzi, MichaelWorld Wrestling Entertainment, Inc. (WWE)

James, TeriManaging DirectorConning

Jameson, EllenSenior ManagerPfizer Inc

Jani, NileemAssociate Director, MarketingVerizon Wireless Inc.

Jarzyniecki, KarlaResearch DirectorAetna Inc.

Johnson, EmilySocial Media Marketing ManagerNational Grid

Joslin, StacyDirector, Strategic SourcingNovartis Pharmaceuticals Corporation

Ju, JinahSenior Marketing AssociateUnitedHealthcare Asian Initiatives

Kalfus, JaimeGlobal Brand Strategy DirectorBlackberry Limited

Kane, LauraVice President, External CommunicationsAFLAC, Inc.

Kaplan, KeithIBM Corporation

Karlowski, JasonSports Marketing and PR ManagerModell`s Sporting Goods

Kavlakov, BorisPfizer Inc

Keating, KatieSocial Engagement StrategistIBM Corporation

Kelley, ClaudiaBrand ManagerLEGO Systems, Inc.

Kelly, ChristinaSenior Marketing SpecialistDeloitte

Attendees


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Attendees

Kestin Sessler, LynnSenior ProducerRandom House

Kim, AmandaSocial Media AnalystUnder Armour Inc.

Kim, KenDirector, Digital StrategyPrudential Insurance Company of America

Kirtland, JamesDirectorAmerican Express Company

Kleinhandler, SarahDirector, Digital Strategy and MarketingWeight Watchers

Kramer, ShepardVice President, Member RelationsANA

Kretchman, ChristinaMarketing and CommunicationsSiemens Corporation

Kunkle, GordonManager, Advertising and Creative ServicesPrudential Insurance Company of America

Lam, BettyMarketing DirectorUnitedHealthcare Asian Initiatives

Lapidus Cooper, EricaSenior Director, Brand CommunicationsGodiva Chocolatier, Inc.

Larocca, LynnSenior Vice President, Marketing and AdvertisingModell`s Sporting Goods

Larson, JeffVice President of Global Marketing Development and ActivationSubway Restaurants

Laspina, NicoleAccount LeadMercedes-Benz USA, LLC

Lau, CorinneLocal Marketing SpecialistIKEA North America

Lau, MayDirector, Special EventsLord & Taylor

Lawson, ElaineVice President/Business Leader, U.S. Consumer and Digital MarketingMasterCard Worldwide

Lawton, MollyDigital StrategistPrudential Insurance Company of America

Lechner, KarenBTO MarketingIBM Corporation

Lee, DinaAdvertising ManagerVerizon Wireless Inc.

Lee, KatyMarketing/Ad SpecialistIKEA North America

Lentz, ChristopherStrategic Marketing Brand ManagerEducational Testing Service (ETS)

Levine, ClaireSenior Manager Trade MarketingBD Becton Dickinson and Company

Licata, AlexSocial Media ConsultantPricewaterhouseCoopers

Licero, CathleenProject DirectorIBM Corporation

Liemer, DavidVice President, Creative DirectorPrudential Insurance Company of America

Linardos, JenniferManager, Consumer MarketsKPMG LLP

Liquori, CristinaAssistant Brand ManagerLEGO Systems, Inc.

Listanski, LindsaySocial Media ManagerColdwell Banker Real Estate Corp.

Lucas, CarlyPR and Communications ManagerMerlin Entertainments, Madame Tussauds

Lui, OliviaVice PresidentCitibank, N.A.

Lujan, NormaDirector of Multicultural MarketingAvon Products, Inc.

Lum, ElliotVice President, Strategic MarketingColumbia Records, Division of Sony Music

Lynch, AmyDirector, Regional MarketingFidelity Investments

Macias, SabrinaDirector Marketing CommunicationsNASCAR

Marciano, AndreDirector, Media and Integrated CommunicationPernod Ricard USA

Markfield, BarbaraDirector, Member RelationsANA

Marti, ChelseaDirector of Social Media MarketingAutomatic Data Processing, Inc.

Martin, LeticiaDirector, Advertising and Creative ServicesPrudential Insurance Company of America

Marto, PhonishiaMarketing ManagerWyndham Worldwide Corporation

Martucci, AileenDirectorAmerican Express Travel Related Services Company, Inc.

Marx, ErichDirector, Interactive and Social Media MarketingNissan North America, Inc.

Mascia, ColleenSenior Manager, Creative Agency ManagementPfizer Inc

Masuda, ShokoHead of Market InsightsAetna Inc.


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Attendees

Matthews, ElizabethPublic Affairs ManagerConsolidated Edison Co. of New York, Inc.

Mattiello, DeannaGlobal Brand ManagerStryker Orthopaedics

Mcavoy, DawnMarketing DirectorCitigroup Inc.

Mccarthy, MaryMarketing ExpeditorHackensack University Medical Center

Mccartney, MaryDirector, Corporate Communications, Public AffairsConsolidated Edison Co. of New York, Inc.

Mckinley, MargaretIntegrated Marketing Communications ManagerIBM Corporation

Mcleanas, MelissaDirector, Partnership MarketingSix Flags, Inc.

Mcmanmon, ErinMarketing ManagerUnited States Tennis Association

Meegan, JeannineAssoc Manager Marketing CommunicationsBD Becton Dickinson and Company

Megan, SafinoMarketing AssociateConning & Company

Mehta, DeviTIAA-CREF

Meium, HannahDigital Manager, RockettesRockettes

Menz, CarolynVice President, Digital and Social MediaCIT Group, Inc.

Michon, KeithMarketing ManagerMemorial Sloan-Kettering Cancer Center

Middendorf, RichSenior CopywriterCombe Incorporated

Milsten, MelissaDirector, Marketing PartnershipsRandom House

Milway, ColleenJPM Chase Media DirectorJPMorgan Chase & Co.

Miranda, MelissaSenior Cultural Branding ManagerPepsiCo, Inc.

Mittiga, SienManager, Corporate Communications and Social MediaBD Becton Dickinson and Company

Montgomery, PaigeNational Digital Marketing ManagerDeloitte

Moran, AnnmarieDirector Strategic Sourcing Marketing ServicesNovartis Pharmaceuticals

Corporation

Moran, ToferAssociate Creative DirectorCombe Incorporated

Morris, SethOnline Media ManagerRandom House

Moscoe, MargiAdvisory Services - Consumer ProductsErnst & Young LLP

Moseley, ChrisSenior Vice President, Product Management and Brand OversightRockettes, MSG Entertainment

Muhlstock, RichSenior Vice President, Branding and AcquisitionsE*Trade Financial Corp.

Mui, WinnieAudit AnalystJPMorgan Chase & Co.

Mullen, EnzaAssociate Creative DirectorCombe Incorporated

Mullins, DianaMedia Buyer and Social Communications ManagerDestinaion XL

Musvee, SanaaAssociate Brand ManagerAvon Products, Inc.

Myles, MatthewCreative DirectorMercedes-Benz USA, LLC

Nadler, LeeMarketing Communications ManagerMINI

Nagel, LarryManager EMarketingMetLife, Inc.

Nagelberg, LawrenceVice PresidentBank of America

Najm, KatrinaSocial Media ManagerPricewaterhouseCoopers

Napolitano, CarrieSenior Marketing ManagerKiss Products, Inc.

Nasomyont, Jui ChairitGlobal Brand Manager Color CosmeticsAvon Products, Inc.

Nassar, BassemDirector, Strategy and Planning - AdvertisingPrudential Insurance Company of America

Navas, LaurenStrategic Brand and Marketing ConsultantEducational Testing Service (ETS)

Nelson, DonnyAdvertising ManagerThe New York Racing Company

Nemeth, AshleyCommunications ManagerCollegiate Church Corporation


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Attendees

Niles-Lane, SharifahDirector, Social MediaJohn Hancock Financial Services, Inc.

Nisanci, MineMarketing ManagerHSBC Bank USA

O’Brien, KelleyDirector - Interactive, Digital, SocialKrispy Kreme Donut Corporation

O’neill, AdamVice President Global MarketingCitigroup Inc.

O`Malley, MatthewMarket Research AnalystSEI

Oberman, RonaVice President, Associate Creative DirectorCombe Incorporated

Oberrender, MaggieAssistant Marketing ManagerRandom House

Ogdon, KristinMarketing ManagerMicrosoft Advertising

Ohring, RochelleSenior Vice President, Global Consumer InsightsCitigroup Inc.

Ok, JoanneCommunity Outreach Marketing Assoc.UnitedHealthcare Asian Initiatives

Oliveira, LisaAssoc Brand Manager - ShaversBIC USA Inc.

Olverd, LeahInsightsOut CoordinatorJohnson & Johnson

Orifici, MayeContracts ManagerAmerican International Group, Inc.

Osborne Gill, ChristineDirector, Digital Strategy and CreativeCombe Incorporated

Palmieri, AngelaStrategic Marketing ManagerNew York Organ Donor Network, Inc.

Pardes, JamesVice President, Marketing and CommunicationsNew York Organ Donor Network, Inc.

Park, MinaAnalystRandom House

Parodi, JanetAssociate Director, Multi Channel MarketingNovartis Pharmaceuticals Corporation

Paul, SamanthaVice President, Senior Marketing ManagerRBS Citizens Financial Group

Peckens, KyleManager, Global Procurement and OperationsPfizer Inc

Pellicci, KellyAssistant General CounselAmerican International Group, Inc.

Perez, ArturoChief Marketing OfficerRBS Citizens Financial Group

Perez, LubnaSenior ABMMondelez International, Inc.

Pestana, Marina LimaMarketing ManagerDeloitte

Phan, LanVice President, Member ServicesANA

Picard, MonicaRegional Marketing Manager - NY MetroPretzel Crisps

Plafsky, DanielleAssistant Marketing ManagerKnopf Doubleday Publishing Group

Plotkin, AmandaGlobal Knowledge ConnectorJohnson & Johnson

Pollack, AriSpecialist, Brand Management and AdvertisingEmblemHealth

Polletta, RoseSenior Marketing Project ConsultantThe Hartford

Polyak, KatiePartnership CoordinatorVisit Philadelphia

Polyak, PaulVice PresidentCitigroup Inc.

Porter, GarySenior Art DirectorCombe Incorporated

Post, LizaDigital LeadTIAA-CREF

Price, TaraDirector,. Global Brand IdentityAmerican Express Company

Purohit, DeepaliMarket Knowledge AnalystBP Lubricants

Quinn, LisaDirectorNBA

Raab, SaraSenior Packaging DesignerBD Becton Dickinson and Company

Rabah, HoudaFinancial and Risk ManagerGuardian Life Insurance Company of America

Radner, GregVice President, MarketingFidelity Investments

Rana, BhavanaMarketing Account ManagementKPMG LLP


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Attendees

Rannou, NicoleDirector, Digital Marketing ProcurementL`Oréal USA

Rapp, CherylSenior Vice President, Media and EventsSchneider Electric

Rauch, ScottPresidentSHR Jewelry Group

Reid, DesireeGeneral Manager, Senior Vice President, Brand Development WorldwideIMAN Cosmetics

Reliford, DanetteStrategic Marketing Brand ManagerEducational Testing Service (ETS)

Reynolds, JennaDigital Marketing SpecialistPlanet Fitness (PFIP)

Richardsen, DonnaDirector, Global Digital MarketingColgate-Palmolive Company

Riches, BrianneSocial Media ManagerKiss Products, Inc

Riley, LisaGlobal Marketplace Insights ManagerAmerican Express Company

Ritchie, AnnaDigital Community ManagerSun Products Corp.

Roach, TurnerMarketing ManagerDeloitte

Robles, OrlandoMotion Graphics DesignerCombe Incorporated

Rock, RebeccaManager of Integrated Marketing CommunicationsMSC Industrial Supply

Rodgers, MaryDirector, Marketing CommunicationsCuisinart

Roetzel, EmilyGlobal Account ManagerAcision

Rogers, QuinneAssistant Director of MarketingRandom House

Rogers-Rivera, CarrieAssociate Marketing ManagerHP Hood LLC

Romano, JacquelynManagerKPMG LLP

Rosano, LindaMarketing DirectorTravelers Insurance

Rotella, MichaelVice President, Internet and MobileCitibank, N.A.

Russell, SaraAssociate Marketing ManagerHP Hood LLC

Russo, AlisonSocial Media and Community MarketingLufthansa German Airlines

Saar, LisaIKEA North America

Saavedra, CarlosDirector, Culture MarketingPepsi-Cola Beverages America

Sacher, HeideCorporate Vice PresidentNew York Life Insurance Company

Salone, KristinTravelers Insurance

Sanchez, TeresaStrategistVerizon Wireless Inc.

Sarstedt, AshleySenior Marketing Management SpecialistPrudential Investments LLC

Schlossberg, Bette AnnLifestyle Partnerships ManagerGoogle

Schnaier, SylvieDirector, Digital IQJohnson & Johnson

Schwab, JessicaAdvertising Brand System ProfessionalIBM Corporation

Schwartz, RachelDeloitte

Sciarabba, BernadetteAssociate DirectorKPMG LLP

Scott, DanChief Marketing OfficerWorld Trade Jewelers

Seidensticker, TracyVice President, BrandE*Trade Financial Corp.

Shah, NiraleeMarketing ManagerPfizer Inc

Shaw, JenniferMarketing Research Analyst, Brand Strategy and CommunicationsJohn Hancock Financial Services, Inc.

Shaw, MoniqueAssistant Manager, Digital and Social MediaCIT Group, Inc.

Sindelar, SaraMarketing SpecialistIBM Corporation

Slevin, JohnCorporate Vice President, Strategic SourcingNew York Life Insurance Company

Slocum, KathleenSenior Specialist, Public RelationsLiberty Mutual Group

Smith, MatthewSenior Analyst - Project ManagementVerizon Communications

Smith, MichaelDirectorNew York Life Insurance Company

Smolyn, GaryMailing Solutions SpecialistUnited States Postal Service

Solano, MarcelaMarketingMorgan Stanley - New York


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Attendees

Solomon, MiriamVice PresidentJP Morgan Chase TS Unit

Solovieva, KatieResearch AssociateMorgan Stanley - New York

Son, RosaSenior CounselJohnson & Johnson

Sosa, OzzieMarketing AssociateEducational Testing Service (ETS)

Spates, RachelSenior Social Media ConsultantSun Life Financial

Spaulding, Sarah AnneAssistant Marketing ManagerMacy’s East

St. Lucia, CarleyDirector, Corporate AlliancesSix Flags, Inc.

Stavisky, TeresaStrategistVerizon Wireless Inc.

Stein, SaraSenior ResearcherANA

Stein, SuzanneDirector, Brand and Advertising Research EffectivenessCitigroup Inc.

Stern, SharonMedia ManagerPernod Ricard USA

Stier, JeffExecutive DirectorErnst & Young LLP

Stocks, JasonDirectorMarketShare Partners

Stockwell, SharonVice President, Customer MarketingTravelers Insurance

Stoner, EarlDirector, Product Mgmt and Brand OversightRockettes

Streicher, JanetSenior Vice President, Market and Strategic ResearchCitigroup Inc.

Strouse, JenniferBrand ManagerEducational Testing Service (ETS)

Styles, DesteneCommunication StrategyTD AMERITRADE Holding Corp.

Suku, OrelaMedia SpecialistIKEA North America

Sulit, RafaelHead of US Brand Strategy and ImplementationNational Grid

Sullivan, DawnDirector of MarketingPlanet Fitness (PFIP)

Sun, JulieVice President Search Marketing MortgageCitibank, N.A.

Surrey, ClaireSocial Media Marketing SpecialistEmblemHealth

Swedowsky, MayaSenior ManagerAmerican Express Company

Tallon, GraceSenior Vice President, MarketingKiss Products, Inc.

Tash, EricSocial Media ManagerPrestige Brands Holdings, Inc.

Tenthoff, Ann BurrVideo ProducerConsumers Reports

Thomas, DaveOnline Marketing CoordinatorRCI

Thomas, VivianAdvertising and Marketing ManagerConsolidated Edison Co. of New York, Inc.

Tipkelan, BelindaEmblemHealth

Trombley, LindsayMarketing StrategistVerizon Wireless Inc.

Tucker, ClintonWebsite Marketing ManagerBenjamin Moore & Co.

Tucker, SusanManager, Market StrategyNational Grid

Urbaetis, StephanieSocial Relations ManagerWorld Trade Jewelers

Valentzas, AnneBusiness Leader, Affluent Consumer MarketingMasterCard Worldwide

Vega, LilyManager, Hispanic SegmentVerizon Wireless Inc.

Versh, BenDirector, MediaPfizer Inc

Villanella, JimBusiness Intelligence Manager, Digital and Social MediaMerck Consumer Care

Viviani, VictoriaAssistant Marketing AnalystNational Grid

Walker, CamilleAssociate Brand ManagerAvon Products, Inc.

Walton, KelleyDirector, Consumer MarketingMoet Hennessy USA

Warman, NancySenior DirectorSAP America, Inc.


www.ana.net 14

Attendees

Washington, JeanneVice President, Global Trade Strategic MarketingJ.P. Morgan Private Bank

Waters, MeghanMarketing ManagerPricewaterhouseCoopers

Watson, NicoleSenior Consumer Brand ManagerPerkinElmer, Inc.

Weber, JodyMarketing ManagerU.S. Trust, Bank of America

Weiner, FarrynGloabl Director of Social MediaMichael Kors

Weinstein, MatthewManager, CopywritingPrudential Financial

Weiss, ZoeAssociate Product ManagerMerck & Co.

Whalen, ChristineCategory ManagerAmerican Express Travel Related Services Company, Inc.

Whalen, TaniaSenior Graphic DesignerBD Becton Dickinson and Company

Wilkinson, AndrewChief Marketing AnalystInteractive Brokers Group LLC

Williams, MarcVice President, Creative Services Group DirectorPrudential Financial Services

Winker, ErinCommunications ManagerAetna Inc.

Wise, AlyssaWyndham Worldwide Corporation

Wong, DanielMarketing Channels and Communication, Digital MarketingMerck Consumer Care

Wyman, TinaSenior Manager, Corporate PartnershipsASPCA

Yates, MauraSenior Specialist, Corporate CommunicationsConsolidated Edison Co. of New York, Inc.

Yebio, SuziDirector, Consumer AdvertisingVerizon Wireless Inc.

Young, FrankAccount ExecutiveBank of America

Zagorski, JanaManager, Investor Segment and Product MarketingTD AMERITRADE Holding Corp.

Zajac, CherylMarket Research ConsultantAetna Inc.

Zakes, CarinExexuctive ProducerCombe Incorporated

Zemon, RebeccaMarketing ManagerWeight Watchers

Zhong, JoeyDirector, Business Development and NetworkUnitedHealthcare Asian Initiatives

Zialcita, SusanaAssociate Marketing DirectorRandom House

Zorrilla, MiguelUniversity Relations and Talent Management SpecialistMars Incorporated


ANA Member Benefits

Membership with the ANA gives you the resources and opportunities to learn from your peers and today’s marketing masters. We provide you and your team with the opportunity

to network, share, and engage to make better marketing decisions, to build the overall value of your brands, and to advance a new era of marketing industry leadership.

The ANA is dedicated to providing its members with leadership that drives marketing excellence and shapes the future of the industry. Our membership team, comprised of seasoned marketers with years of experience across a broad range of industries, are dedicated to helping you get the most out of your ANA membership.

Visit www.ana.net/membership or contact your member relations manager to learn more about your membership.

Marketing Knowledge Center

School of Marketing

ANA members have access to an exclusive portfolio of products and services including:

Conferences and Committees

Government Relations

8,000+ Proprietary Marketing Insights

Customized Research

Industry Surveys and White Papers

Team Training

Individual Training

Half-Day Complimentary Workshop

Regulatory Issues

Legislation

Representation

30+ National and Regional Conferences

20+ Committees

Weekly Webinars

570+ companies& 10,000+ brands

ANA MEMBERS BENEFIT FROMthe extensive experience of

that collectively spend more than

on marketing and advertising each year.

$250 billion

KNOWLEDGE

CONNECTION

LEADERSHIP

We deliver proprietary industry insight and thought leadership, grounded in more than 100 years of experience, to help you make better decisions and give you the edge you need to succeed.

We facilitate an ongoing conversation among marketing’s best and brightest, to drive the cross-pollination needed to advance both individual and industry.

We drive the agenda that shapes the marketing industry and advances marketing excellence.

www.ana.net/membership

ANA’s Washington, D.C., office works to protect advertisers and marketers from unreasonable governmental intervention in their communications with consumers.

Working with Congress to support language that prohibits four powerful federal agencies from

publishing their overly restrictive guidelines for food, beverage, and restaurant marketing unless

they first conduct a cost/benefit analysis

Continuing to keep a spotlight on the progress of ICANN’s top-level domain program, as more

than 1,400 new domains are due to come online

Joining two active coalitions that are working to develop solutions to the problem of “patent trolling” as it relates to the advertising/agency communities

Major accomplishments in 2013 include:

Our staff in Washington is well-versed in the legislative, regulatory, and legal issues confronting the advertising industry. To ensure that we continue to represent your company’s interests effectively, we need to hear about the issues impacting your business. Please have your legal and government relations professionals reach out to us so we can work together to protect your bottom line. Here are some ways you can engage with the Washington office:

• Sign up for our mailing list to stay informed on developments in Washington, the states, and the courts.

• Join the ANA Legal Affairs Committee to discuss the latest legal threats and how to respond.

• Attend the ANA Advertising Law & Public Policy Conference.

• Visit the advocacy section of ANA’s website for updates on government relations issues.

• Follow us on Twitter: @ANAGovRel

2020 K Street, NW, Suite 660, Washington, DC 20006 | 202.296.1883 | [email protected]

Providing the primary funding for updated research from IHS Global Insight on the economic impact

of advertising, which found that advertising accounts for $5.6 trillion of economic output and

supports 21.1 million U.S. jobs

Helping stop major ad tax proposals in Minnesota, Ohio, and Louisiana

Expanding and strengthening the Digital Advertising Alliance self-regulatory program for online

behavioral advertising, including introducing new guidelines for mobile marketing

WE function as the key intermediary between the advertising and marketing community and Congress,

the federal agencies, state legislatures, and the courts.

WE actively oppose efforts by the government to tax, ban, or otherwise

restrict advertising and marketing.

WE strive to educate policymakers at all

levels on the benefits of advertising to the

economic health of the nation and its states.

ANA Government Relations

www.ana.net/membership

17

With more than 8,000 insights, the Marketing Knowledge Center provides you with high-quality, relevant, and actionable content that spans the marketing spectrum.

Award-winning case studies and videos from industry-leading

brands that highlight the most ef-fective marketing strategies. Continued on Page 2

INSIGHT BRIEFSharing Marketing Excellence

Reaching Diverse Audiences 8

Five secrets to more effective multicultural marketing

I s it worth devoting precious time and resources to reach

niche markets? Don’t general-market campaigns already appeal to audiences of every stripe? Do multicultural audi-ences represent enough buying power to warrant targeted outreach?

Marketers still asking those questions today might want to check out the results of the 2010 Census. Hispanics make up 16 percent of the U.S. popula-tion, African-Americans account for 13 percent, and Asian-Americans comprise 5 percent. Every ethnic group experi-enced double-digit population growth in the past decade, with Asian-Amer-icans leading the way at 43 percent. In four states, including California and Texas, non-Hispanic whites are no longer the majority. Even more striking, the combined buying power of the Hispanic, African-American, Asian, and Native American communities

Multicultural Marketing

FOCUS:

now exceeds $1.5 trillion a year, according to the Selig Center for Economic Growth.

Few experts would disagree that, in the years to come, building a deeper relationship with multicultural segments is the key to growing brands and increasing revenue. But simply marketing in another language or trying to appeal to another culture in English can be a minefield of potential hazards. To avoid costly or embarrassing missteps, consider these five secrets for effective multicultural marketing:

1. Watch your language. Companies shouldn’t advertise what they can’t deliver. Therefore, never advertise in a language the company isn’t fully prepared to do business in. This is a lesson The Home Depot under-stands. Because the Latino commu-nity is heavily invested in the building trade, they are a vital and

growing part of The Home Depot’s business. Not only does the company advertise in Spanish, its stores feature Spanish signage and Spanish-language self-checkout machines.

2. Culture is more important than language. Simply translating a general-market campaign into the target’s language “is like going into a gunfight with a switchblade,” contends Roberto Orci, CEO of Los Angeles, Calif.-based Acento Advertising. “It’s not enough.” He says it’s vital to ground multicultural campaigns in the values and mores of the target culture so that consumers see themselves in the message.

3. Mix multicultural into mainstream marketing. As ethnic communities

What’s Inside? » AT&T Woos Multiculturals

with Celebrities ........................... 2

New Research

» Intrigued by Newer Media ............. 3

» Growth Opportunity ..................... 4

Trending

» Does Blending Work? ................... 5

» The Truth About Beauty ............... 6

Viewpoints

» Cross-Cultural vs. Multicultural Marketing ................. 8

ANA Member Case Study

» Heineken Scores with Soccer ....... 10

Source information ......................... 11

Where you see8, click for additional content.

Case Studies, Videos, and Marketing Toolkits

The Smarties are the world’s only global mobile marketing awards

program recognizing outstanding achievement within the industry.

Continued on Page 2

INSIGHT BRIEFSharing Masterful Marketing

Bring Your Story to Life 8Five Tips for Building an Effective Content Marketing Program

M any marketers misunderstand the difference between content

and content marketing. Content market-ing involves owning media, instead of renting it, to attract and retain custom-ers. Changing or enhancing a customer behavior requires creating content that is compelling, consistent, and curated. The true value exchange is found in the stories that brands tell, and storytelling is crucial to successful search engine optimization, lead generation, and social media.

What’s Inside? » Who’s Getting it Right ................... 2

New Research

» That’s a Fact ............................... 3

Trending

» Empowering Brand Advocates ....... 4

Best Practices

» Fulfill Your Content Needs ............. 5

» What to Measure ......................... 6

ANA Member Case Studies

» Charles Schwab Delivers Value ...... 7

» Cleveland Clinic Plays to Strengths . 8

» Kraft Uses Multiple Channels ......... 9

» Schick Soars with Sharp Strategy ... 10

Source information ......................... 11

Content Marketing

Focus:

Source: Content Marketing Institute, 2013.

Research by the Content Marketing Institute shows that while 91 percent of marketers use content marketing, only 36 percent believe that their pro-grams are effective. The biggest chal-lenges to effective content marketing are producing enough content and producing the kinds of content that will promote increased engagement. Mar-keters should ask themselves why they are interested in executing a content marketing plan before they look at what

they want it to do for them. The Content Marketing Institute offers five actionable tips for building a content marketing program within an organization:

1. Create a mission statement. Defining the mission of the content marketing program is the first, most important step. Use the statement as a guide to filter content and deter-mine deliverables and outcomes for the core target audience. The P&G website homemadesimple.com, for example, targets women with a mission statement to “enable women to have more quality time with their families.”

2. Repurpose content. Before setting out to create new content, assess what existing content could be reworked. Press releases, blog

Content Marketing Mission

Search Engine Optimization

Social Media

Lead Generation


Snapshots, Insights, and Survey Research

INSIGHT BRIEFSharing Masterful Marketing

Put Big Data to Work 8

Delivering fresh insights to decision-makers is the real purpose of customer data

B ig data seems to be the buzz-word of the moment. But what

is it, exactly? And what does it mean for marketing? According to Google Execu-tive Chairman Eric Schmidt, every two days the world produces the equivalent of all the data created from the begin-ning of civilization up to 2003, or almost five exabytes. This vast ocean of data contains valuable insights, but marketers must sift through irrelevant information in order to find them. Finding value is what big data is all about.

Big data refers to the extremely large data sets that organizations acquire, typically in the terabytes to petabytes range, as well as the applications needed to analyze and evaluate all of it. This continuous, exponential growth in internal and external data gathered from and about customers exceeds the ability of conventional database management

tools to collect, store, search, or analyze. Some of the most tangible examples include the terabytes of user data that Facebook acquires or that Walmart collects about the millions of transactions it conducts hourly. Big data is defined by its volume, velocity, variety, and value to the organization.

• Volume. The terabytes of data that most large companies regularly acquire are too large to process with conventional means. As technology penetrates more aspects of society, the information generated from and about those devices is rapidly expanding.

• Velocity. Modern businesses may place more importance on the time characteristic of big data than any other dimension. Rapid or real-time acquisition of data is critical to many time-sensitive operations and provides a competitive advantage.

• Variety. Information may be collected in a number of forms, including text, audio, video, statistical data, or sensor information.

• Value. The real impact of big data stems from the insight that is gleaned from the raw input.

Big Data to Big AnalyticsTo drive new waves of productivity, growth, and innovation, companies know they must tap the massive and growing volumes of data. Adobe views big data as the collection and analysis of large amounts of data to create a competitive advantage. The real purpose of big data is to enable big analytics, where businesses derive new meaning from new data sources. Big data is all about delivering fresh insights to deci-sion-makers, but many marketers are

Continued on Page 2

What’s Inside?New Research

» Collecting Data Is Not Enough ........ 3

Trending

» Delivering Data-Driven Messages .... 5

Best Practices

» A Plan with Staying Power .............. 7

Case Studies

» Gilt Groupe: Know Thy Customer .... 8

» Allstate Gets Smart with Artificial Intelligence ...................... 9

Source Information ......................... 11

Focus:

Big Data


SnapshotsOverviews from speaker presen-tations at ANA events covering

a variety of industry topics.

Insight Briefs Collections of subject-specific content and high-level insights

on a range of timely and pertinent marketing topics.

Survey ResearchFindings from 12 yearly surveys

based on critical issues and emerging trends faced by nearly

all marketers today.

Ask the Expert and LiveChat Services

Our team of qualified, resourceful information experts are available

for your member inquiries.

Members can access LiveChat from 9 a.m. to 5 p.m. ET Monday through Friday

or submit a question anytime at www.ana.net/ask.

We’ve Answered Over 10,000

Marketing QuestionsWe can answer yours, too!

“I needed fast information on how to better justify advertising invest-ment. The ANA team quickly provided multiple resources to help make my case. Senior management thought my summary of the materials created a compelling argument for increased investment.”

— Steve LeVeau, director of marketing at Central Garden & Pet Company

www.ana.net/askwww.ana.net/mkcbrowse 8,000+ marketing insights at submit your question at

Marketing toolkits, tools, and templates to help you expand your marketing know-how and complete projects effectively.

ANA Marketing Knowledge Center

www.ana.net/mkc

ANA School of Marketing

Traditional training methods are no longer good enough. The ANA School of Marketing offers a unique educational experience that combines real world experiences and best practices from client-side marketers with leading industry thinking from the most innovative

specialists, thought leaders, and academics. Using powerful training techniques, our workshops will help you make better decisions today.

www.ana.net/som

Defining YOUR OWN company’s way of marketing is a key driver for business success. ANA School of Marketing workshops will help you to get there faster.

How do you elevate the marketing function within your company so your marketers can better influence the organization?

ANA School of Marketing team workshops are designed to help align your team with your strategic direction. Each workshop aims to improve the way your team performs a specific marketing task or capability.

The progressive and engaging workshops can help your team improve how you:• Optimize relationships with internal stakeholders and external agencies to become a better partner.• Create a more integrated marketing communications plan that is aligned with your strategy.• Set the course for advertising success with exceptional creative.• Elevate your brand through digital marketing and social media.• And much more!

Team Training

What are you doing to ensure your best tal-ent continues to drive growth?

The ANA School of Marketing has a variety of inter-active one- and two-day workshops carefully planned to ensure participants walk away with immediate practical applications.

Our current individual training can help individuals:• Capitalize on customer retention by building powerful brand equity.• Collaborate with agencies to develop break- through creative.• Engage in a stronger and more focused client/ agency relationship that enhances partnerships.• And much more!

Individual Training

call: 212.455.8024 | email: [email protected] | visit: www.ana.net/som

ANA Member Benefit:

$6,000 Team Training Credit

Did you know that as an ANA member your company receives a yearly $6,000 credit to the School of Marketing? The credit can be used to fund a half-day team workshop, or offset the cost of a full- or multiple-day team workshop. Please be sure to check with your company’s primary ANA contact to see about applying this credit. Or contact us directly to find out about eligibility.ANA Member team training credit not applicable to individual training options.

ANA Events

ANA committees are key originators and advocates of leadership initiatives. Committees provide eyes, ears, and a voice:

• The “eyes and ears” identify issues that the ANA should be made aware of (and perhaps take action on).

• The “voice” provides strong credibility to a position.

When the ANA (and our committees) has something to say, the marketing community takes notice and listens.

The ANA welcomes input from committee members on leadership initiatives to consider.

Brand-Specific Commercial Ratings

Brand-Specific Commercial Ratings Benefits and Solution Providers

ANA

ANA continues to advocate for increased granularity of commercial ratings, and notably for brand-specific commercial ratings.ANA member interest in brand-specific commercial ratings is high. In a 2011 survey, 82 percent of members surveyed expressed interest.These findings are consistent with other surveys ANA has done over the years, including those in 2004 and 2006.

Interested 82%

Not Interested

5% Neutral 13%

Interest in Ratings for Individual Commercials

Source: ANA 2011, Leveraging TV for Growth Survey

Q7. Currently, ratings for individual commercials are not available. Nielsen provides ratings for the average of all the commercials in a program. How interested would you be in having ratings available for each individual commercial?

The Benefits of Commercial RatingsANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings. Better Knowledge/Increased Accountability• Commercial ratings would provide more granular data to better inform the decision-making process. • Marketing mix models could be input with brand-specific commercial metrics rather than averages (which may

or may not reflect the delivery for that specific brand) to provide increased accountability.

What’s Inside?

Benefits ........................................

Solution Providers

» comScore .......................................

» INVIDI Technologies .....................

» Kantar Media ...............................

» Nielsen ........................................

» PrecisionDemand .........................

» Rentrak ........................................

» Simulmedia ..................................

» TRA ............................................

Appendix ........................................

4

8

10

17

19

15

6

1

13

21

SURVEY RESEARCHBenchmarks and Trends

The Rise of the In-House Agency

ANA surveys are based on topics identified by the ANA and its membership as critical issues and emerging trends that nearly all marketers face today.

2013 ANA SURVEY REPORT

Access all ANA survey reports at:www.ana.net/surveys

ANA

The Found Money of State Commercial

Production Incentives

1 The Found Money of State Commercial Production Incentives

“All advertisers should be aware of the benefits of state commercial production incentives and the opportunities

to positively impact production budgets.”

Background

Pure and simple, production incentives help states create jobs and attract investment. Their long-term desire is to

encourage infrastructure investment so that filmmaking (feature films, television programs and commercials) becomes

an integral component of a state’s industry and tax base. Several studies, by firms including Ernst & Young, show that

for each production incentive dollar spent, some multiple of that dollar (e.g., four to seven times) is created in economic

activity in the state where the project takes place.

The film and television industries have historically benefited greatly from these state production incentives. The incentives

are clearly geared to reward companies for making the decision to produce in a particular state. Incentive programs

target the companies that fund productions and give final approval on the shoot location. In the feature film arena,

the largest recipients of these incentives are the major motion picture studios. More recently, advertisers have been

participating. Savings can be achieved without sacrificing quality, as many states have been very successful in building

the production infrastructure required by the industry.

Many states now offer financial incentives to advertisers to shoot commercials in their states. Although such incentives

originated about ten years ago, more recently they have expanded to additional states and have become increasingly

attractive to advertisers. The savings can be quite significant, often ranging from between 15 to 30 percent of production

spending in that state. The purpose of this paper is to provide an overview of these incentives, outline the process for

participating, and make advertisers aware that there is competition to acquire this incentive money.

Valerie Light

Broadcast Production Manager

VerizonCo-Chair, ANA Production Management Committee

“Shooting in a production incentive state can give advertisers the opportunity to put more of their production

dollars up on screen, while simultaneously investing in local economies.”

John LickExecutive Producer, Broadcast Production

Target Corporation

Co-Chair, ANA Production Management Committee

INDUSTRY THOUGHT LEADERSHIP

Agency Selection Briefing Guidance

What’s Inside?

Agency Selection Briefing Guidance .... 3

» 1. Initial List/RFI Phase ................. 3

» 2. Semi-Finalist/RFP Phase ........... 5

» 3. Finalist Phase .........................10

Guidance Summary .......................... 12

Task Force Members......................... 13

In October 2011, the ANA and 4A’s published the Guidelines for Agency

Search to document and publicize best practices for both clients and

agencies to consider in the agency search and selection process. Those

guidelines can be accessed on the respective ANA and 4A’s websites.

As a follow-up to those guidelines, the ANA and 4A’s believe there is an

opportunity to further improve the productivity of the agency search/new

business process, for both agencies and advertisers, by developing specific

best practices guidance around the subject of agency selection briefing

throughout the entire agency selection process.

Background

ANA/4A’S WHITE PAPER

The intention of this document is to provide basic guidance for clients who are unfamiliar with the fundamentals

of briefing an agency during the agency selection process, and give clients experienced in agency selection briefings

additional best practices to consider.

Objective

The ANA/4A’s task force believes that every phase of a review, or agency search, requires a thoughtful briefing that

provides specific direction to the agency. The review process should provide escalating information to the agencies as

the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic

and/or speculative work and finals presentations).

Each review phase warrants different types and levels of client briefing information.

Initial List/Request for Information (RFI) Phase

Think of the RFI phase as the ability to collect information that will help you preliminarily qualify a list of agencies

for the final selection and eliminate agencies that don’t meet your criteria.

• The purpose of an RFI is to gather basic information about many agencies.

• At this point, you’re not asking the agencies to do any customized work beyond introducing themselves.

• Share enough information about the search and your expectations as a client to allow the agencies to make

an informed decision about whether this is a good fit.

Executive Summary

www.ana.net/committees

The ANA has a large and diverse portfolio of events that are unique in the marketing industry, as we showcase the client-side perspective.

National Industry Conferences

Members-Only Conferences

Members-only conferences are a complimentary benefit of ANA membership and are open to current members and invited guests only. ANA holds over 25 members-only conferences a year in locations throughout the country.

WebinarWednesdays

ANA’s complimentary Webinar Wednesday program runs nearly every Wednesday at 1:00 p.m. ET. Join fellow industry leaders from the comfort of your office, and tap into a wealth of information on key topics surrounding the advertising and marketing industry.

Our national industry conferences, open to all for a fee, are true “events,” consisting of great content, superb networking with an “A-list” of attendees, and, increasingly, evening entertainment, all in fabulous locations.

Visit www.ana.net/events for more events

www.ana.net/events

Masters of Marketing Annual Conference

October 15–18, 2014 | Orlando, FL

Multicultural Marketing & Diversity Conference

November 9–11, 2014 | Miami Beach, FL

Media Leadership Conference

Mar 30–Apr 1, 2014 | Boca Raton, FL

Advertising Law & Public Policy Conference

April 23–24, 2014 | Washington, DC

Advertising Financial Management Conference

May 4–7, 2014 | Naples, FL

Digital & Social Media Conference

July 13–15, 2014 | Dana Point, CA

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