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2014 ANA Brand Masters Conference February 26–28 | The Westin Diplomat Resort & Spa | Hollywood, Fla. Download the ANA mobile app — e.ana.net We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. Join the conversation online using the hashtag #ANABrand. www.ana.net Table of Contents 2014 ANA Brand Masters Conference presented by Mashable Agenda............................................................................. pg 3 Speaker Bios�� pg 7 Attendee List��pg 15 ANA Member Benefits�� pg 33 Sponsor Information��pg 37 www.ana.net 1 Agenda 2014 ANA Brand Masters Conference presented by Mashable WEDNESDAY, FEBRUARY 26 THURSDAY, FEBRUARY 27 Registration Opens (3:00 p.m.) Breakfast (7:30 a.m.) Sponsored by Cardlytics Preconference Session (4:00 p.m.) BRANDING IN A DIGITAL WORLD What does it take for brands to cut through the clutter? How do brands truly engage with and win loyalty from consumers in the digital age? ANA’s Marketing2020 partner EffectiveBrands will share key learnings from the Marketing2020 study, and review a framework for assessing, building, and embedding winning brand characteristics. Come prepared to be challenged and leave with practical guidelines that every brand can apply. Marc de Swaan Arons Founder EffectiveBrands Kimberly Orton Partner and Managing Director EffectiveBrands SPEAKING TO THE CONSUMER IN B-TO-B MARKETING B-to-B Marketing used to be simple: living up to its nickname of “Boring to Boring,” it was formulaic and, full of product facts and proof points. We were forgetting that B-to-B buyers are people first. Reaching through to the “consumer” in your target business audience may be the best way to influence behavior. Cardlytics, the pioneer in card-linked marketing, will share its recent experiences deploying B-to-C strategies to educate its B-to-B audience on the benefits of card-linked marketing, and then open the discussion to learn from the B-to-B marketers in the audience during this eye-opening breakfast session. Kasey Byrne Chief Marketing Officer Cardlytics General Session (8:30 a.m.) Chief Revenue Officer Roger Adams (Host) Senior Vice President, Chief Marketing Officer USAA Bob Liodice President and Chief Executive Officer ANA TACO BELL: AD AGE MARKETER OF THE YEAR Taco Bell, named 2013 Ad Age Marketer of the Year, has proved to be a change agent with its approach to new product innovation, Millennial-targeted marketing, and social media. Taco Bell has also created unprecedented engagement across its digital and social channels, in ways that are authentic, relevant, and real-time. Discover what Taco Bell learned along its journey, and how cross-functional teams are able to be agile by using a smart and nimble approach to increase sales and, loyalty and drive ongoing conversations that matter. Chris Brandt Chief Marketing Officer Dinner (7:30 p.m.) www.ana.net Seth Rogin Mashable Opening Reception (6:30 p.m.) Sponsored by Digilant WELCOME/OPENING REMARKS Taco Bell 3 Agenda 2014 ANA Brand Masters Conference presented by Mashable CHOBANI: FROM CATEGORY DISRUPTER TO MARKET LEADER What does it take to wake up a sleepy category? For the yogurt aisle, it was a vision and commitment to do things better. Six-year-old Chobani was started with a clear vision: to craft a delicious, nutritious product which used only natural ingredients and was accessible to everyone. Now, Peter McGuinness, chief marketing and brand officer for the No. 1-selling Greek yogurt brand, is building a marketing infrastructure to maintain the brand’s leadership position. Join him to hear how Chobani challenged the status quo, catalyzed a food craze, and surpassed $1 billion in its quick rise to success—and what’s next for the market leader. Peter McGuinness Chief Marketing and Brand Officer Chobani Coffee Break (10:25 a.m.) Sponsored by Smithsonian Channel General Session Cont. (10:45 a.m.) THE HOSTESS STORY After liquidating in late 2012, Hostess was left for dead. Five months later, new ownership wanted to resurrect the iconic maker of Twinkies. But this nostalgic brand, popular only among older moms, needed to reach a younger audience to survive. So it made a play in major markets to generate buzz, and used social media to turn that buzz into national awareness. When stores sold out of product within 48 hours of launch, it wasn’t just a comeback. It was the sweetest comeback in the history of ever. Rich Seban President and Chief Operating Officer Hostess Brands, LLC Matt Bowne Creative Director Bernstein-Rein HELLO PRODUCTS: A FRIENDLY DAVID-VERSUS-GOLIATH STORY Hello is a brand of “seriously friendly” oral care products, including toothpastes, mouthwashes, and breath sprays, that launched in April 2013. This tiny company (fewer than 10 people!) has gotten its products on some of the largest retailer shelves in the U.S. in record time, and is leading a valiant charge against titans such as P&G, Colgate, and J&J. Founder and CEO Craig Dubitsky is obsessed with design, and has a history of advising, investing in, and creating transformational consumer brands such as Method and eos. The Hello story — which includes meaningful disruption in media and merchandising - is inspirational and will leave you with the confidence to take on the world. Craig Dubitsky Founder and CEO Hello Products LLC MIZUNO USA: STRAIGHT FROM THE HEART MARKETING In this age of head-spinning change, we are tempted to look at individuals as just “likes” or as “decimal points that add up to big data.” Mizuno, winner of the Most Effective Brand in North America in 2013 according to the Effie Index, takes a different approach, and relies on authenticity to spread pure love of sports and drive brand fans. Mizuno USA will share the inside story of how Mizuno, as a challenger brand, blends best-in-class marketing principles and organizational values to thrive in a highly competitive market. Ahmet Abaci Vice President, Brand Marketing Mizuno USA Luncheon Keynote (12:45 p.m.) Sponsored by Mashable WHAT’S NEXT IN DIGITAL AND TECHNOLOGY Christina Warren, Mashable’s senior technology analyst, is an expert in digital culture and has been featured on many national programs including CNN, Bloomberg, NPR, and WSJ Radio. At Mashable, Ms. Warren writes about technology, mobile computing, development, and design with a focus on the intersection between new media and technology. During her keynote, Warren will discuss 2014 trends, what’s next in digital and technology, and what that means for brands. Christina Warren Senior Technology Analyst Mashable General Session Cont. (2:00 p.m.) 4 www.ana.net Agenda 2014 ANA Brand Masters Conference presented by Mashable CITI BIKE: THE CURRENCY OF BRAND GENEROSITY HOW TO COME BACK SWINGING “THE HONDA WAY” Since its May launch, Citi Bike has far exceeded all expectations. Riders have pedaled over seven million miles, burning 280 million calories along the way. Citi Bike’s estimated mileage equates to more than 880 trips around the world, or going to the moon and back 15 times. With its launch, Citi Bike, operated by NYC Bike Share, has helped residents and visitors unlock the city. It also aligned the Citi brand with a highly useful and beneficial service. Find out from Citi what made the Citi Bike launch so successful and how giving back to consumers in a meaningful way translates to stronger brand engagement and results. Honda has been one of the most trusted automotive brands for the last 50 years, but found itself clobbered with a one-two punch in 2011. First, a devastating earthquake and tsunami in north eastern Japan affected the global supply chain and shut down production. Then a scuffle with a noted consumer publication over one of its core models gained national attention. Honda seized the opportunity to rethink its communications strategies to spark positive word-of-mouth. This included a restructuring of its internal marketing function and revamping its external agency relationships. Focusing on the next 50 years, its new model places emphasis on innovative marketing strategies. Hear Honda’s “turn-on-a-dime” success story and learn how it reflects the automaker’s determination to create something new — and then immediately set about making it better. Elyssa Gray Director, Head of Creative and Media, NA Marketing Citigroup, Inc. SAMSUNG:THE NEXT BIG THING IS ALREADY HERE” Samsung had a great product, but no one saw their brand as an industryleading innovator. However, Samsung managed to turn things around and establish its Samsung Galaxy product line as the alpha Android brand. Todd Pendleton, chief marketing officer at Samsung Telecommunications America, will share how his team transformed Samsung Mobile through the Effie Award-winning case study “The Next Big Thing is Already Here.” Mr. Pendleton will also reveal a “behind the scenes” look at the road to Samsung Mobile’s success. Mike Accavitti Senior Vice President, Automobile Operations American Honda Motor Company General Session Adjournment (4:00 p.m.) Reception (6:00 p.m.) Sponsored by The Halo Group Todd Pendleton Chief Marketing Officer Samsung Telecommunications America www.ana.net 5 FRIDAY, FEBRUARY 28 Breakfast (7:30 a.m.) Sponsored by Edelman General Session (8:30 a.m.) HILLSHIRE BRANDS: THE $4 BILLION STARTUP In June 2012, Sara Lee Corp. spun off its international coffee business and then changed its name to The Hillshire Brands Company to better reflect its new set of focused food offerings. Being a new company with brands that had decades of history is a unique proposition. President of Hillshire’s retail business, Andy Callahan will share how the company leverages the assets of brands such as Jimmy Dean, Ball Park, and Hillshire Farm while also focusing on innovation and building a new corporate culture. Andy Callahan President, Retail Hillshire Brands Company Agenda 2014 ANA Brand Masters Conference presented by Mashable DUNKIN’ BRANDS: DRIVING BRAND INNOVATION With more than 17,000 points of distribution in nearly 60 countries worldwide, Dunkin’ Brands Group, Inc. is one of the world’s leading franchisors of quickservice restaurants, serving hot and cold coffee and baked goods, as well as hard-serve ice cream. Discover how Dunkin’ Brands leverages consumer insights to foster product innovation and develop a 360-degree approach through a unique combination of brand promise, advertising, menu, in-store environment, mobile, and social media strategies. Chris Fuqua Vice President, Brand Marketing Dunkin’ Donuts Coffee Break (10:00 a.m.) General Session Cont. (10:20 a.m.) AUTONATION: REBRANDING A LARGE ORGANIZATION FILLED WITH “ARMCHAIR CMOS” Very few marketers have the opportunity to start with a clean slate in brandbuilding. More often, we seek to drive awareness, consideration, and trial for an existing brand, making relatively gradual changes to positioning as we drive business objectives. But what if a larger shift is in order? This presents great opportunity, but also major risks to marketers. AutoNation, Inc. will share its experiences—both positive and negative—in rebranding a large organization chock-full of armchair CMOs. Greg Revelle Senior Vice President and Chief Marketing Officer AutoNation, Inc. AN INSIDE LOOK AT MILLENNIALS Millennials are the largest living generation and the most coveted consumer group since the Baby Boom. They are early adopters of technology and heavy users of online, social, and mobile media. Therefore, it is critical for marketers to learn how to connect with this important group. This session will feature a line-up of recent recipients of the ANA Rising Marketing Star Award. These individuals are young marketing professionals who were nominated by senior executives at their companies as role models for the industry’s younger workforce. This panel will offer realworld advice and examples of effective ways to engage with the elusive Millennial audience as a consumer and an employee. Courtney Buckley Associate Marketing Manager Sponsored by AudienceXpress Allstate Insurance Company Coley Holnback Marketing Manager, Global Sponsorship Marketing Visa Inc. Sloan White Brand Manager, Retail Partnerships Capital One Moderated by: Roger Adams Senior Vice President, Chief Marketing Officer USAA ANA Brand Management Committee Chair Conference Adjournment (12:00 p.m.) 6 www.ana.net Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Ahmet Abaci, vice president of brand marketing at Mizuno USA, has more than 20 years of experience as a global marketing and strategy executive in consumer packaged goods, over-the-counter, retail, and sporting goods industries. Prior to joining Mizuno in 2012, Mr. Abaci led the development and execution of engaging consumer brand experiences and delivered strong financial results at Kimberly-Clark Corporation, Bausch & Lomb, and SSL International (now part of Reckitt Benckiser) in local and global roles. Today at Mizuno, he leads brand strategy and execution for running, golf and team sports divisions. Ahmet Abaci Vice President, Brand Marketing Mizuno USA Roger Adams has more than 30 years of marketing experience, spanning consumer packaged goods, durables, and retail industries. Prior to USAA, where he has been chief marketing officer (CMO) since 2010, he served as CMO at Lord & Taylor and The Home Depot, with responsibility for advertising, media, customer relationship management (CRM), sponsorships, e-commerce, and credit marketing. Previously, Mr. Adams was executive director of advertising, marketing, media, and CRM for General Motors. He began his marketing career at PepsiCo. Mr. Adams received a B.S. in communication studies from Northwestern University and an M.B.A. from New York University. A member of the board of the ANA, he also serves as the chairman of its brand management committee. Roger Adams Senior Vice President, Chief Marketing Officer USAA Michael J. Accavitti Senior Vice President, Automobile Operations American Honda Motor Co., Inc. www.ana.net As senior vice president of automobile operations for American Honda Motor Co., Michael Accavitti oversees product planning, logistics, and marketing for both the Honda and Acura automobile brands. His responsibilities for product planning and logistics include sales and production planning, distribution, quality assurance, company vehicle administration and market research. Mr. Accavitti also oversees Honda and Acura brand management, national advertising, media operations, shows and experiential marketing, motor sports marketing, and marketing communications, including analytics, ECRM and database operations, digital marketing, and social media. Prior to joining American Honda, he was an executive automotive advisor for Cisco Systems. He served a 25-year tenure with the Chrysler Corporation working in various areas including engineering, production management, finance, international business development, product and brand planning, and marketing, culminating in his appointment as president and chief executive officer of the Dodge brand and Leading Marketing Executive for the Chrysler Group. Mr. Accavitti holds a bachelor of science degree with a concentration in industrial engineering and management from Western Michigan University, an M.B.A. from Wayne State University, and a juris doctor from the Detroit College of Law at Michigan State University. 7 Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Matt Bowne is a nationally recognized creative director at Bernstein-Rein in Kansas City. He’s responsible for many major campaigns, including the acclaimed 2013 resurrection of Hostess Brands. To reach a younger generation of snack lovers, Mr. Bowne penned “The Sweetest Comeback in the History of Ever” theme and led the development of an integrated campaign that achieved record sales for the company. He has helped clients such as McDonald’s, MetLife, Sonic Drive-In, Blue Bunny Ice Cream, Missouri Lottery, PA Tourism and UMB Financial tell their stories. His work has been recognized by the Radio Mercury Awards, the Webbys, the ADDYs, the World Lottery Association, Communication Arts and Tori Spelling’s Twitter account (she liked his Blue Bunny spot). Matt Bowne Creative Director Bernstein-Rein Chris Brandt Chief Marketing Officer Taco Bell Corp. Courtney Buckley Associate Marketing Manager Allstate Insurance Company As the chief marketing officer at Taco Bell, Chris Brandt leads brand marketing, media and brand sponsorships, consumer insights, brand experience, and digital marketing. He has overseen marketing strategy for ongoing and new platforms, led the launch of Doritos Locos Tacos, developed the Cantina Bell menu and an innovative, multi-year marketing calendar featuring breakthrough innovation platforms to drive sales growth. Mr. Brandt joined the Taco Bell team in 2010 as senior director for marketing and was promoted to vice president in 2012. He assumed responsibility for brand experience and helped bring “Live Más” to life. Prior to Taco Bell, he served as vice president of marketing for Odwalla and as a member of Odwalla’s executive team. Before joining Odwalla, Mr. Brandt spent eight years working on a variety of brand management assignments at General Mills including Betty Crocker, Foodservice, Big G Cereals, Nature Valley Granola Bars, and Yoplait. He graduated with honors from University of California, San Diego with a B.A. in economics and received his M.B.A. with honors from the Anderson School at UCLA. As associate marketing manager at Allstate Insurance Company, Courtney Buckley leads the development and execution of public relations and social media programs for Allstate’s integrated marketing communications department. This includes support of Allstate’s general market and multicultural sponsorships and college sports, including Allstate® Sugar Bowl®, Allstate’s “Good Hands®” Field Goal Net program across 80 partner universities, NCAA®, SEC, Big Ten, and soccer including MLS, USSF, and Mexican National Soccer Team, to build Allstate’s brand consideration and preference. Additionally, she leads public relations support for the company’s motorcycle advocacy marketing initiatives. Under her leadership, Allstate’s public relations campaigns have been recognized with numerous awards including six Chicago Skyline Awards and an Award of Excellence from PRSA’s Silver Anvil Awards. Ms. Buckley was recognized as a Rising Marketing Star by the ANA in 2012 for her leadership and work on Allstate’s motorcycle marketing and public relations campaigns “Once Is Never Enough” (O.N.E.) advocacy work for motorcycle safety, which has won five awards since its inception. She holds a bachelor of liberal arts degree from Southern Illinois University. 8 www.ana.net Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Kasey Byrne Chief Marketing Officer Cardlytics Andy Callahan President of Retail The Hillshire Brands Company Marc de Swaan Arons Founder and Chairman EffectiveBrands www.ana.net Kasey Byrne is chief marketing officer at Cardlytics, she joined the company in 2011. Ms. Byrne has over 15 years’ experience in strategy, organizational development, marketing, communications and project management. Most recently, she served as managing director of BrandCulture where she lead a number of brand consulting projects focused on high technology, early-stage growth businesses. Prior to BrandCulture, she was the chief communications officer of Overture Services, Inc. (since acquired by Yahoo!), the Internet search pay-for-performance pioneer where she oversaw all of the company’s communications, investor relations, and public relations. Earlier Ms. Byrne was a management consultant at McKinsey & Company specializing in catalyzing technology, financial services, and organizational performance. She began her career as a software engineer working with both Hewlett-Packard and Digital Equipment Corporation. She holds a M.S. in management from the Sloan School of Management at MIT and a B.S. in engineering from Cornell University. Andy Callahan is president of retail at The Hillshire Brands Company. He is responsible for the company’s consumer-facing meats and frozen desserts businesses in North America. Prior to his current position, Mr. Callahan served as senior vice president, chief customer officer for Sara Lee Corporation’s North American operations as well as president of Sara Lee’s $1.8 billion North American Foodservice segment and vice president of marketing for Sara Lee’s breakfast and snacking business unit. He joined Sara Lee in 2008 from Kraft Foods, Inc. where he spent 13 years in various positions of increasing responsibility in marketing, sales, and general management. His roles at Kraft included vice president, customer development on Kraft’s SUPERVALU business, general manager of The Churny Company and leading Kraft’s process cheese portfolio. Prior to Kraft, Mr. Callahan spent seven years in the Navy as a naval flight officer. He holds a bachelor of science degree in mechanical engineering from the United States Naval Academy and a master’s degree in business administration from the Florida Institute of Technology. Marc de Swaan Arons is a founder and chairman of EffectiveBrands and an acknowledged thought leader in the burgeoning area of global marketing leadership. As chairman of EffectiveBrands, Mr. de Swaan Arons cofounded EffectiveBrands in 2001, following a successful career with Unilever working in the Netherlands and New York. At EffectiveBrands, he spearheads the Leading Global Brands™ study, an ongoing learning project with contributions from more than 250 global brands and 2,500 global brand leaders. He is a frequent keynote speaker at business schools, companies, and industry conferences. He has been quoted in The Financial Times, Fortune, Forbes, The New York Times, The Wall Street Journal, The Chicago Tribune, The Atlantic, Advertising Age, Campaign Asia, Marketing Week, and Brandweek. Mr. de Swaan Arons is coauthor of the best-selling marketing book The Global Brand CEO: How to Build the Ultimate Marketing Machine. He serves as a volunteer on the advisory board of GoodWeave, which works towards ending child slavery in the carpet industry. Educated in the U.K. and the Netherlands, he holds a business economics degree from the Erasmus University. 9 Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Craig Du1bitsky Founder and Chief Executive Officer Hello Products LLC Chris Fuqua Vice President, Brand Marketing Craig Dubitsky is founder and chief executive officer of Hello Products. Hello has taken the oral care category by storm and gone from concept to commercialization in only six months and from launch to over 20,000 top retail doors in as much time. Prior to Hello, Mr. Dubitsky cofounded the Kind Group, where he conceived the eos brand. He was retained by Boots, the U.K.’s largest health and beauty retailer, to advise the strategic U.S. rollout of its No. 7, Botanics, and Mediterranean cosmetic and skin care brands, leading to a Boots aisle and over 700 SKUs in Target stores nationwide. Mr. Dubitsky’s history with transformational brands dates back to his role advising Simon Property Group on ventures. He identified and led the initial investment in Method Products and served on the Method board of directors. His involvement with revolutionary consumer packaged goods includes strategizing with Seventh Generation on innovation and design and serving as chief marketing officer of Popcorn, Indiana. He is chairman of the advisory board of Lexicon and has served as a board member of the Art Directors Club. _ Chris Fuqua joined Dunkin’ Brands in 2009 and currently serves as the vice president of brand marketing for Dunkin’ Donuts. Mr. Fuqua is responsible for leading menu strategy, positioning the brand for growth opportunities across categories and dayparts, and managing the innovation-to-market process. Previously at Dunkin’, he led the strategy team, where he focused on identifying and prioritizing long-term growth opportunities for all global segments of Dunkin’ Brands. He also led the business analysis and advertising fund finance teams, incorporating analytical rigor into day-to-day decision making across all parts of the company and managing the advertising fund profit and loss. Mr. Fuqua came to Dunkin’ from McKinsey and Company’s Boston office, where he led client engagements in the retail and consumer packaged goods sectors, specializing in strategy, in-store execution, and organizational design. Earlier in his career, he served as a naval flight officer in the United States Navy. Mr. Fuqua holds an M.B.A. from the Tuck School of Business at Dartmouth and a B.S. in political science from the United States Naval Academy. Dunkin’ Brands Inc. Elyssa Gray Director, Head of Creative and Media, NA Marketing As Citi’s director of creative and media for the NA consumer marketing division, Elyssa Gray manages Citi’s advertising campaigns and media investment strategy for all of the U.S. consumer banking businesses— credit cards, retail bank, small business, commercial and mortgage, with a strong focus on driving brand metrics and organic growth. She has also been responsible for championing the brand’s digital transformation and leadership, creating industry best-in-class digital programs. Work that she and her team have led over the past two years has been lauded throughout the industry and has received numerous accolades, including several ADDY’s, Midas, New York Festivals, Mashies, Radio Mercury and FCS Portfolio awards, most notably for the launch and activation of Citi Bike in 2013. Prior to joining Citi, Ms. Gray was the head of global media and creative for Visa Inc. Her advertising foundation was built at BBDO NY, working in both media and account services departments on brands including DuPont, Gillette, Texaco, Visa USA, Armstrong, and Thomasville. Ms. Gray is a University of Vermont graduate. Citi 10 www.ana.net Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Coley Holnback is marketing manager, global sponsorship marketing at Visa Inc. She is responsible for the development of Visa’s global visual identity system for the 2014 FIFA World Cup Brazil™ and manages the execution for Visa’s entire on-site branding presence across 12 stadiums throughout Brazil. Ms. Holnback has become proficient in Portuguese to be even more effective in Brazil. Previous to the FIFA World Cup™, Ms. Coley supported Visa’s sponsorship of the 2013 FIFA Confederations Cup™ and the 2012 London Olympics. She began her career at Visa four-and-a-half years ago in the inaugural year of Visa’s new graduate rotational program. In 2013, Ms. Holnback was recognized by Ad Age magazine as one of the ’40 under 40’ as well as by ANA as a Rising Marketing Star. She is a graduate of the University of Denver. Coley Holnback Marketing Manager, Global Sponsorship Marketing Visa Inc. As chief marketing and brand officer at Chobani, Peter McGuinness oversees all global marketing and communication efforts for America’s top-selling Greek yogurt brand, including advertising, brand strategy, innovation, pricing, experiential, retail and digital marketing, and public relations. Prior to Chobani, he served as president and chief executive officer of DDB Chicago and Gotham. He brings more than 20 years of global marketing experience to the company, with a successful track record of shaping and growing some of the world’s most iconic brands including MasterCard, Johnson & Johnson, Unilever, McDonald’s, Microsoft, and Sony. He is an active industry leader, serving on influential boards including the Advertising Council, 4A’s, and the Advertising Educational Foundation. He is a member of the AAF Advertising Hall of Achievement and a David Rockefeller Fellow for the Partnership of New York City. Peter McGuinness Chief Marketing and Brand Officer Chobani Kimberly Orton is a partner and the managing director in EffectiveBrands’ New York office. Her client work includes Sony, Campbell, Merck, Mylan, Hershey, Shiseido, Kao and Novartis. She has particular expertise in the design, development and implementation of strategic consumer-based programs for global markets. Ms. Orton recently led Lippincott’s consumer packaged goods/packaging design practice area as a senior partner. Her clients included Diageo, Kraft, Pfizer, Pursuit of Happiness, Leapfrog, Wal-Mart and Intuit. Prior to joining Lippincott, Ms. Orton was the vice president and managing director at Lipson Alport Glass & Associates. Earlier, she maintained several leadership roles at The Coca-Cola Company over the span of 14 years. Ms. Orton holds a B.S. from Colorado State University. Kimberly Orton Partner and Managing Director EffectiveBrands www.ana.net 11 Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Todd Pendleton Chief Marketing Officer Samsung Telecommunications America Greg Revelle Senior Vice President and Chief Marketing Officer Todd Pendleton is chief marketing officer for Samsung Mobile USA. He sets the marketing strategy for iconic products and Samsung Mobile’s channel presence. Since joining Samsung in 2011, he has reshaped the company’s brand image in the U.S. with the launch of “The Next Big Thing Is Here” marketing campaign. Under his leadership, Samsung Mobile USA has been one of the fastest-growing social brands in the world, growing more than 26 million fans in 16 months. Mr. Pendleton spent 15 years at Nike, Inc. prior to joining Samsung. During his tenure, he advanced from advertising manager to become Nike’s first basketball brand manager. He led the team that signed LeBron James and Kobe Bryant and developed some of the company’s most-iconic marketing campaigns including Freestyle - Time magazine’s 2001 Ad of the Year; the Grammy nominated “I’m Better Than I’ve Ever Been” 25 Years of Air Force One celebration; “Write the Future” Global World Cup campaign; Livestrong: “Chalkbot” Tour de France initiative; and Nike China’s “Just Do It” Olympic campaign. Mr. Pendleton holds a bachelor’s degree from Northeastern University, located in Boston, Massachusetts. Greg Revelle, senior vice president and chief marketing officer, is responsible for marketing and eCommerce at AutoNation, the largest automotive retailer in the U.S., with over 21,000 employees and $17 billion of annual revenue. In this role, Mr. Revelle oversaw a major overhaul of the company’s marketing organization and platform, including rebranding the company’s footprint under a single national name, building organizations with expertise in digital marketing and eCommerce and launching all-new desktop and mobile Web platforms. He also oversaw the development a consolidated set of company-wide brand attributes to build the new brand and achieve consistency across all customer communications. Previously, Mr. Revelle was vice president at Expedia, where he led global online advertising spanning 27 countries. He also held various leadership roles in strategy and mergers and acquisitions, serving as a board member of CruiseShipCenters, Inc. Mr. Revelle graduated with an A.B. from Princeton University and an M.B.A. from Harvard Business School. AutoNation, Inc. Seth Rogin Seth Rogin is the chief revenue officer at Mashable, where he is developing a diverse revenue portfolio. Responsible for advertising sales, branded content and monetization of new products, he joined Mashable in June 2013. Previously, Mr. Rogin worked for The New York Times for 13 years in various positions, most recently leading the sales operations for all mobile and tablet devices. He was also responsible for the sales and business operations of The New York Times Magazine and T, the company’s style magazine, including the creation and highly successful launch of the first Web site for T. Mr. Rogin has served for three years on the executive committee of the American Heart Association’s Go Red for Women New York annual event and will be honored as their first ever male “Luminary” in 2014. He also served for four years on the Education Foundational for the Fashion Industries, benefiting the Fashion Institute of Technology. Chief Revenue Officer Mashable 12 www.ana.net Speaker Bios 2014 ANA Brand Masters Conference presented by Mashable Richard C. Seban President and Chief Operating Officer Currently serving as president and chief operating officer of Hostess Brands, Rich Seban has more than 30 years’ experience in sales, marketing, and product innovation. He recently played a key role in leading the comeback of the Hostess brand. Mr. Seban joined Interstate Brands Corporation (IBC), owner of numerous brands including Hostess and Wonder bread, as chief marketing officer in 2005. He later served as chief customer officer and chief operating officer of the company, which changed its named to Hostess Brands, Inc. in 2009. He was named president of the new Hostess Brands, LLC, which was formed following the acquisition of the Hostess brand by investors Metropoulos & Co. and Apollo Global Management in 2013. Prior to joining IBC, he served as president and chief operating officer of High Liner Foods, Inc. and vice president of consumer products at Rich Seapak Corporation. Before that he held several positions at Sara Lee Bakery, including vice president of customer marketing. Earlier in his career, he held positions at the Campbell Soup Company and Henri’s Food Products. Mr. Seban is a graduate of Northern Illinois University. Hostess Brands, LLC Christina Warren Christina Warren is a senior technology analyst at Mashable, where she writes about technology, mobile computing, development, and design, with a focus on the intersection between new media and technology. She is also a speaker, podcaster and video host. Ms. Warren has been featured on CNN, NPR, Bloomberg, WSJRadio, the BBC, Fox News, and Marketplace Radio. As a speaker, she has presented at Yale University, the Handheld Librarian Conference, SXSW Interactive, NAB Show and other events and conferences across the country. Before joining Mashable in 2009, Ms. Warren was the deputy editor at Download Squad and The Unofficial Apple Weblog. She has also written for USA Today and for AOL’s StyleList Blog. Ms. Warren was also an associate editor at AMC Entertainment’s Script-to-Screen blog and can be heard on an assortment of podcasts at 5by5.tv. Senior Technology Analyst Mashable Sloan White Sloan White is brand manager of retail partnerships at Capital One. Ms. White manages marketing for one of Capital One’s luxury retail credit card partnerships. She handles all credit marketing for Saks Fifth Avenue’s SaksFirst loyalty program. She collaborates with Saks Fifth Avenue on the development of comprehensive brand marketing strategies for their luxury retail partnership segment, including acquisitions and customer management/loyalty activities. For over six years, Ms. White’s leadership has helped make Capital One a top brand in college sports. She previously led all integrated marketing efforts for the annual Capital One Mascot Challenge and Capital One Bowl. In 2012, Ms. White was recognized by the ANA as a Rising Marketing Star. In addition, she was named one of the ‘40 Under 40’ by Ad Age magazine. She is a 2007 graduate of the University of Richmond. Brand Manager, Retail Partnerships Capital One www.ana.net 13 2014 ANA Brand Masters Conference presented by Mashable 14 www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable SORTED BY NAME Abaci, Ahmet Vice President, Brand Marketing Mizuno USA Abraham, Tammy Director, Brand Solutions National Geographic Accavitti, Mike Senior Vice President, Automobile Operations American Honda Motor Company Adams, Roger Senior Vice President, Chief Marketing Officer USAA Aldredge, Keith Vice President Marketing Flowers Foods Ali, Carolina Account Supervisor LMO Advertising Aminoff, Susan Managing Director, Audio Identity EliasArts Anauate, Fabiana Senior Director, Marketing Communication Burger King Corporation Aranda-Mori, Ayrie Barber, Justin Blue, Sarah National Sales Manager Director / Partner Global Business Development Manager Alcance Media Group Strike Anywhere Burns Entertainment Arata, Todd Barlow, Rachelle Boasberg, Jules Vice President, Brand Marketing Brand and Advertising Program Manager Executive Vice President, Growth Officer Comcast Cable Wells Fargo & Co. Bernstein-Rein Advertising, Inc. Arce Salazar, Alejandra Barr, Jodi Boothe, Chris Latin America Region Manager Director, Marketing and Partnerships Chief Executive Officer Alcance Media Group National Geographic Society Spark Communications Arevalo, Denise Bartyzel, Sean Borges, Stephanie Senior Category Manager - Marketing Procurement Senior Vice President Director, Corporate Alliances Koeppel Direct Six Flags, Inc. Bauer, Jonathan Bottone, Mary Ellen Chief Strategy Officer Vice President, Advertising Sales Droga5 Smithsonian Channel Beagen, Tim Bowne, Matt Director, Business Development Creative Director Networked Insights (NI) Bernstein-Rein Disney Consumer Products, Inc. Bell, David Brandt, Chris Axe, Lauren Chairman Chief Marketing Officer Pegasus Capital Advisors, L.P. Taco Bell Checkers Drive-In Restaurants, Inc. Bennett, Scott Tongal Brooker, Brian Bacon, Leslie Bennett, Teah Office Depot Aslam, Janelle Product Manager Hisamitsu Avent, Lisa Vice President, Strategic Marketing, Family and Teens Director Brand Marketing Chief Creative Officer Bernstein-Rein Advertising, Inc. Vice President of Business Development Brown, Jason Chief Marketer Network Implementix Vice President, Head of National Sales Bailey, Carissa Berg, Ed Group Publisher The DIRECTV Group, Inc. Director, Member Relations Brownstein, Evan ANA ANA Senior Director of Marketing Orange Leaf Frozen Yogurt Balanag, Lia Bick, Thomas Anderson, Matthew Director, Global Brand Communications, Holiday Inn Brand Family Kraft Foods Group, Inc. Anderson, Katie Senior National Marketing Manager Chief Marketing Officer Publicis Kaplan Thaler Anderson, Scott Senior Vice President, Advancement The Seed Company Angeloro, Eric Specialist Digital Marketing Mercedes-Benz USA, LLC Coordinator, Conferences Senior Director, IMC and Advertising InterContinental Hotels Group Billings, Brittany Senior Director, Business Development Ball, Frank Gilt Groupe, Inc. Senior Account Executive Nielsen Bischof, Jay Vice President, East Coast Sales Banahan, Brendan Mashable Editor The Internationalist Bjorklund, Kristin Brand Manager Ameriprise Financial, Inc. www.ana.net 15 Checkers Drive-In Restaurants, Inc. Bubel, Jennifer Key Accounts Manager Rocket Fuel Attendees 2014 ANA Brand Masters Conference presented by Mashable Buckley, Courtney Canty, Kevin Cohan, Devin Cutler, Jeanette Associate Marketing Manager Vice President, East Coast Sales Vice President, Sales Director, Marketing Communications Allstate Insurance Company Kargo Global Inc. Active International Kraft Foods Group, Inc. Burch, Mike Caploe, Robbie Cohen, Bill D’Addario, Jeannine Vice President, National Sales and Marketing Editorial Director Vice President, Global Business Vice President and Chief Marketing Officer Cynopsis Media Burns Entertainment Cardona, Alexis Cooke, Brandon Lucile Packard Children’s Hospital Stanford Chief Marketing Officer Chief Marketing Officer Transitions Optical, Inc. mcgarrybowen Carli, Jennifer Cordes, Brian Director, Cda. Advertising, Corporate Marketing General Manager, Business Development Vice President, Global Membership Mobile Marketing Association Bank of Montreal Butterman, Howard Carmody, Bob Vice President, Sales Director, Communications Active International Siemens Medical Solutions USA, Inc. Speedway Motorsports, Inc. Burnett, Casey Partner Roth Observatory Burtin, Darnell Byrne, Kasey Chief Marketing Officer Cardlytics, Inc. Calderone Polcsa, Alana The DIRECTV Group, Inc. Cosgrove, Heather Advertising Manager Liberty Mutual Insurance Company Carpenter, Lov Business Manager The Escape Pod Hillshire Brands Company Camilleri, John Senior Vice President Harmelin Media Campbell, Will Chief Executive Officer Quantasy Chief Strategy Officer Mobile Marketing Association Cowan, Tishan Davidson, Brian Senior Vice President, Branded Entertainment and New Business Senior Vice President, Member Relations Global Marketing, Media and Partnerships President, Retail Daija, Sheryl Avidan Strategies Forbes.com Chapman, Will Callahan, Andy Kimberly-Clark Corporation Founder and Chief Executive Officer Telepictures Productions Creaven, Kimberly Chief Revenue Officer Marketing Research Manager Samsung Mobile/ STA Memorial Sloan-Kettering Cancer Center Wilsonart International Dahlke, Amy Dan, Avi Telepictures Productions Manager, Marketing Communications NUVOtv Marketing Manager Carter, Joan Calhoun, Kathy Vice President, New Business Coston, Shenique Vice President, Branded Entertainment and New Business Director of Corporate Relations D`Ablemont, Chris ANA Davis, Mindy Senior Vice President, Client Services House Party, Inc. BrightLine Delta Air Lines, Inc. De Swaan Arons, Marc Charlton, Janice Criswell, Danielle EffectiveBrands Field Marketing Manager Director, Consumer Insights Disney Consumer Products, Inc. Southeastern Metals Chin-Fatt, Carol Cross, Christy Associate Director, Business Development Brand Marketing Capital One Services, Inc. Cloud, Lori Executive Director Cohan, Cathy Global Chief Growth Officer Managing Director, Chief Executive Officer IMC DeCicco, Jude Cruz, Michael Active International Vice President, Sales Columbus Foods, LLC DeMartino, Alison Cunningham, Tom Wilsonart International Chief Marketing Officer Young & Rubicam, Inc. Dearing, Carla 22squared Director of Marketing G7 Entertainment Mktg Founder The Halo Group Director, Marketing Communications Denman, Tim Director, Sales Active International 16 www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Densmore, Michael Elu, Daniel Favot, Erin Franklin, Drew Chief Marketing Officer Media Director - Planning Marketing Manager Vice President - Home Storage Marketing McKinney Harmelin Media Libman Company S.C. Johnson & Son, Inc. DiStefano, Alicia Enright, Laurie Feldman, Brent Freund, Lee Head of Travel and Southeast Sales Senior Associate Manager, Integrated Marketing/PR Executive Vice President Vice President, Enterprise Sales Hill Holliday TubeMogul Inc. Fero, Britt Frieder, Jayme Chief Strategy Officer Director, Advertiser Solutions Group Publicis Collective CBS Brand Studio Ferri, Amandalyn Fuqua, Chris Epstein, Aaron Community Outreach Vice President, Brand Marketing Tumblr Dunkin` Donuts Ficarra, Kimberly Gagliardo, Adam Vice President Consulting Director, Digital Marketing and Social Media XAd Donaldson, Todd Mary Kay Inc. Vice President Eppner, Bethany IMC Vice President, Integrated Sales and Marketing Donofrio, Jim Director, Enterprise Sales NBC Sports Group Doyle, Sheelagh Director, Public Relations and Communications Executive Vice President, Product Management Voltari ANA Essex, Andrew Drewes, Matt Droga5 Vice President, National Accounts Evans, Rona Dubitsky, Craig RAPP Evans, Tara Dudley, Jason Novo Nordisk Pharmaceuticals, Inc. USAA Duggan, Bill Group Executive Vice President ANA Ehlers, Dave Chief Executive Officer Optimedia US Ehrich, Denise Senior Vice President, Chief Marketing Officer Seacoast National Bank Ellett, John Forbes.com / Forbes CMO Network Senior Brand Manager Director of Sales, Midwest Digilant Executive Vice President, Advertising Sales Gallagher, Kerry UP Entertainment Liberty Mutual Insurance Company Chief Marketing Officer Kirshenbaum Bond Senecal + Partners Managing Director Social Media Program Manager Gallagher, PJ Superintendent ANG Advertising Air National Guard PricewaterhouseCoopers Fogelberg, Mark Garbarino, Barry Faldetta, Christine Vice President, Strategic Partnerships Senior Director of Marketing Collective ANA Ford, Molly Gardner, Laura Senior Vice President, Advertiser Solutions Group Marketing/Advertising Manager Associate Director, Brand Strategy Kraft Foods Group, Inc. Fanelli, Duke Collective Executive Vice President, Marketing and Communications ANA Fountas, Anthony Farkas, Kevin Gfk Sales Planner Executive Vice President, Sales and Business Development Ellis, Bob Active International Business Alliances Business Development Faust, Sarah United States Postal Service SeaWorld Parks www.ana.net Gale, Fred Columbus Foods, LLC Fitzmaurice, Kerry Fakler, Ken Burger King Corporation Associate Director of Marketing Fischer, Lisa Manager Business Development Hello Products LLC Client Manager Fiorito, Valeria Vice Chairman Cardlytics, Inc. Founder and Chief Executive Officer GfK Fowler, DeeDee Brand and Advertising Manager Wells Fargo & Co. Manager, Advertising, Media and Brand 17 Publix Super Markets, Inc. Geller, Craig Senior Vice President, Ad Sales NUVOtv Attendees 2014 ANA Brand Masters Conference presented by Mashable Gerber, Shelley Griffith, Kathleen Hirschhorn, Eric Imperato, Anthony Marketing Director Director of New Business Chief Marketing Officer, North America Kaplan University mcgarrybowen Burger King Corporation Vice President, Publisher, Better Homes and Gardens Gerstner, Tony Guarnieri, Carla Ho, Celeste Senior Marketing Manager Global Media Advisor Logan’s Roadhouse, Inc. ExxonMobil Corporation Coordinator, Sponsorship and Partner Programs Giordano, Peter Guhanick, Lisa Revenue Director Senior Director Hockenjos, Joe Simulmedia, Inc. ANA Vice President, Advertising Sales Infeld, Allan Glod, Pattie Guiliano, Philip The DIRECTV Group, Inc. Vice President, Client Development President Partner Hofer, Karley MediaMarketing Enterprises BrandActive Director of Brand Development Ingenito, Renee Goldberg, Steve Halivopoulos, Lori Orange Leaf Frozen Yogurt Senior Director, Ad Sales Vice President, Associate Planning Director Senior Vice President, Marketing Hoida, Paul GfK Marketing Research Manager Irgang, Carole Kimberly-Clark Corporation Consultant Active International Gonzalez, Elysa Senior Vice President, Marketing Active International Goodman, Liane Director, Advertising Sales Smithsonian Channel Gorder, Jeffrey Director of Business Development mono Gordon, Marni Vice President, Conferences and Committees Harper, Sherry CoreBrand NBCUniversal Comcast AdDelivery Godiva Chocolatier, Inc. Marketing Manager, Global Sponsorship Marketing Jacobs, Kyla Visa Inc. TBWA/Chiat/Day Advertising, Inc. Holzman, Tami James, Sherianne Global Director, New Business Development Director, North American Marketing Harris, Chris Account Executive AudienceXpress Hart, Carole Senior Vice President Accenture Interactive Time Warner Cable Hoxby, Chelsie Harvey, Jack European Business Director Executive Vice President, Partnerships AnimaticMedia GNIP TBWA/Chiat/Day Advertising, Inc. Founder and Chief Executive Officer InterContinental Hotels Group Flowers Foods Bakeries Group Gray, Elyssa Gregory, Jim Global Brand Director, Holiday Inn Brand Family Holnback, Coley Harwood-Matthews, Robert Citi Indarte, Rebecca Director of Marketing ANA Director, Head of Creative and Media, North America Marketing ANA Meredith Corporation Hrinya, Joyce President, New York Hermann, Franz Publisher C2 Magazines nimble shows & media GmbH Hess, Scott Senior Vice President, Human Intelligence Spark Communications Hill, Nancy President and Chief Executive Officer 4A`s 18 Director of New Business Development Transitions Optical, Inc. Jansky, Cindy Director, Marketing Centene Corporation Jasmin, Kevin Chief Executive Officer Senior Manager of Marketing and Brand Strategy A&R Strategy Partners, LLC TD AMERITRADE Holding Corp. Humbard, Charles Jefferis, Rebekah President and Chief Executive Officer Director of Business Development UP TV 72andSunny Hupp, Kerri Jenkins, David Manager, U.S. Product Marketing President Mary Kay Inc. Taxi, Inc. Hurff, Kerry Jenkins, Magan Associate Vice President Marketing Specialist Safelite Southeastern Metals www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Jespersen, Sebastian Kent, Remi Kupiec, R David Liles, Melinda Chief Executive Officer Brand and Strategy Leader Vertic 3M Executive Vice President of Sales and Marketing Director of Marketing and Corporate Communications Jimenez, Marcus Keyes, Diahanna National CineMedia Intermarine, LLC Chief Executive Officer and EPublisher Sales Director LaFrance, Melissa Linder, Ryan StickyDocs Active International Director of Marketing Chief Growth Officer Jimenez, Michelle Khabbaz, Waleed Digilant MDC Partners Inc Senior Brand Manager Account Executive AudienceXpress Laing, Soni Ryder System, Inc. Liodice, Bob Novo Nordisk Pharmaceuticals, Inc. Kielarowski, Ray Lambright, Michael Johnson, Eva Executive Vice President, Sales and Marketing Director of Marketing Livingston, Cindy Sauder Woodworking Co. Senior Brand Strategy Manager Marketing Manager Varick Media Management Bush Brothers & Company Jones, Karen Kieren, Annie Senior Vice President and Chief Marketing Officer Voltari Ryder System, Inc. Jones, Robert Senior Manager, Research and Insights Rocket Fuel Kabb, Julie Director, Strategic Partnerships General Growth Properties, Inc. Kadden, Jessica Strategic Partnerships Director Exponential Lamensdorf, Steven Sales Director Marketing Manager Simulmedia, Inc. CRO Krux Lloyd, Carla Professor Vice President, Sales Active International Loria, Katy MarketShare Senior Vice President, National Sales Screenvision Vice President, Sales Marketing Low, Whitney NBC Sports Group Head of Strategic Accounts Integral Ad Science Communications Project Leader Lozano, Jose Vanguard Group, Inc. Chief Executive Officer Lee, John Kotler, Alex Syracuse University Executive Vice President, Americas Leach, Deborah Klein, Ed Plantronics, Inc. Vertic Laux, Melissa Kilmartin, Matt ANA Account Director LaPointe, Pat Kilkenny, Ryan President and Chief Executive Officer The Company of Others Lubeck, Dave Associate, New Business Senior Director, Marketing and Communications Lippincott Centene Corporation Liberty Mutual Group Kramer, Shepard Lee, Lily Vice President, Member Relations ANA Executive Director, Branded Entertainment and New Business Ludwig, Liz Kelemen, Attila Telepictures Productions Sungevity Inc. Chief Operating Officer and Chief Financial Officer Leenhouts, Mariette Lux, Brent Senior Consultant Executive Vice President Mashable EffectiveBrands Spark Communications Krishnasamy, Suresh Leshinsky, Barbara Vice President and Head, Enterprise and Group Strategy Executive Vice President, Development Kehmna, Ali Associate Program Manager, Event Strategy Executive Director KPMG LLP Kelly, Emily Strategic Partnerships Rep, National General Growth Properties, Inc. Kelly, Sophie President The Barbarian Group Kriak, Mike The Advertising Council Bank of Montreal Leslie, Reid Krull, Kelly AutoZone, Inc. www.ana.net Director, Strategic Marketing Disney Consumer Products, Inc. 19 Executive Vice President/Executive Director of Client Services Bernstein-Rein Vice President, Marketing Attendees 2014 ANA Brand Masters Conference presented by Mashable Ly, Annie McClelland, Jeff Mejia, Jose Mordekai, Jodi Director, Client Services Executive Vice President and Chief Marketing Officer Account Executive Brand Manager AnimaticMedia Post Holdings, Inc. Merrill, Mike Morgan, Michelle Director, Client Services Marketing Strategist Marketing Evolution 3M Meskunas, Stefanie Mottl, Kathleen Consumer Marketing Manager Manager, Marketing and Communications Mrs. T’s Pierogies Centene Corporation Meyers, Mike Moynihan, Steve Director, Corporate Partnerships Vice President, Sales Miami Marlins, L.P. OneSpot Interbrand Lynch, Rob Integrated Media Solutions (IMS) Brand President and Chief Marketing Officer McCollough, Todd Arby’s Restaurant Group Centene Corporation Malley, Claudia McCord, Jane Executive Vice President and Worldwide Publisher Senior Director of Communications National Geographic Malone, Deb Director, Marketing and Communications EmblemHealth McDonnell, Suzanne Founder Senior Vice President, Digital Sales Strategy and Client Solutions The Internationalist Discovery Communications, Inc. Midha, Ashish Mulhern, Helen Manna, Christine McDonough, Kristen Principal Associate Director Chief Operating Officer Vice President, Conferences Deloitte Consulting KPMG LLP ANA ANA Migliorino, Michael Mullahy, Nancy Markowitz, Jeff McFadden, Suzanne Brand Calendar Manager Chief Executive Officer Chief Executive Officer Vice President Marketing and Strategy Integrated Media Solutions JMP + Creative Compound Comcast Cable Checkers Drive-In Restaurants, Inc. Marrero, Patty McGuinness, Peter Miles, Christopher Vice President, National Sales Senior Vice President, Client Partnership Development Chief Marketing and Brand Officer NBCUniversal/Telemundo Marshall, Philip Manager, Design Centene Corporation Martinet, Stacy Chief Marketing Officer Mashable Martino, Christine Vice President National Ad Sales Screenvision Masvidal, David Senior Brand Manager Checkers Drive-In Restaurants, Inc. Senior Director, Marketing Communications Chobani McLaughlin, Meg Vice President of Industry McLean, Brant Brand Strategist Murphy, Melissa Miller, Michael RAPP Napolitano, Carrie Miller, Michelle Kiss Products, Inc. Kraft Foods Group, Inc. McMorris, Carla Milleson, Julie Vice President Marketing Director, Brand Marketing Cardlytics, Inc. National Geographic Society McNabb, Jennifer Montgomery, Michael Marketing Communications Manager Vice President, New Business Development OneSpot Mercury Media McNaughton, Cameron Mooney, Johanna Managing Director Mullen Advertising, Inc. Director, Strategic Marketing Disney Consumer Products, Inc. Meek, Carly Marketing Manager The Dali Museum 20 Marketing Director Epsilon Director, Marketing Communications Tumblr Marchex Kraft Foods Group, Inc. Managing Director, CMO Digilant Mulliken, Ron Senior Marketing Manager Natkins, Priscilla Executive Vice President, Director of Client Services The Advertising Council Neal, Paul Senior Vice President, Global Business Development Director Gyro Neri, Tom Executive Vice President Gfk Nescio, Elena Logan’s Roadhouse, Inc. www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Neuhaus, Jonathan Panfil, Claudia Porch, Todd Richter, Shirley Account Executive Vice President, Advertising, Brand and Media Vice President and GM Senior Director, Client Services Comcast AdDelivery Corbis Entertainment Potashnick, Adam Rigoni, Madeline Senior Vice President, Media Director Account Executive MediaCom Simulmedia, Inc. Precourt, Geoffrey ROACH, AMY U.S. Editor Vice President, CONNECTIONS Warc.com Clear Channel Media + Entertainment Simulmedia, Inc. Nightingale, Jessica Norwegian Cruise Line Marketing Manager Panza, Paul Orange Leaf Frozen Yogurt Director of Marketing Nuñez, Susan Dole Packaged Foods Vice President Advertiser Sales Paredes, Victor Gfk Senior Vice President of Strategic Business Development Nyemchek, Brian Senior Vice President, NBC Sports Group Sales NBCUniversal Oates, Matt Primola, Nick LatinWorks Marketing, Inc. Pawlak, Bernadette Senior Vice President, School of Marketing Robson, Patrick Director, Loyalty and CRM ANA Digilant AutoZone, Inc. Senior Brand Strategist Pendleton, Todd St. Jude Children`s Research Hospital, Inc. ALSAC Chief Marketing Officer Putnam, Natalie Vice President Integrated Marketing Strategy Samsung Telecommunications America Ryder System, Inc. Senior Editor Pereira, Fabian Senior Manager, Media Chief Marketer Network Vice President Odell, Patty Ohan, Khartoon Perry, Kendria MediaCom Mgmt. Supervisor Rahim, Hasan Vice President, Head of Sales AudienceXpress LMO Advertising Director of Advertising Perry, Ron Visit Philadelphia Chief - ANG Recruiting Marketing Orton, Kimberly AutoNation, Inc. Johnsonville Sausage LLC Managing Director, Chief Growth Officer Oliphant, Betsy Quintana, Al Rani, Yin Vice President, Integrated Marketing Campbell Soup Company Air National Guard Partner and Managing Director Pfeffer, Matt EffectiveBrands Director, Brand Partnerships and Advertising Reardon, John Director PricewaterhouseCoopers Rovio Entertainment Reidmiller, Eric Netmining Phan, Lan BrightLine Owens, Tracy ANA Ots, Sabrina Account Executive Vice President, Member Relations Western Region Vice President, Member Services Vice President, Partnership Development Pallatto, Rocco The Halo Group Pipkin, Regena Executive Vice President Revelle, Greg Senior Vice President and Chief Marketing Officer Pinkham, Eric ANA Palmer, Michael Sales Manager AutoNation, Inc. Just Marketing International Rich, Allegra Director of Brand/Identity Comcast Cable Director, U.S. Product Marketing Mary Kay Inc. ANA www.ana.net 21 Head of Industry Rodda, Duke Marketing Strategist 3M Rodgers, Christian Consumer Marketing Director Sungevity Inc. Rodgers, Shane Program Manager ANG Advertising Air National Guard Rofe, Meital Senior Membership Manager, Member Relations ANA Rogin, Seth Chief Revenue Officer Mashable Ronback, Kirsti Lead Brand Communication Strategist Medtronic, Inc. Rondinelli, Marisa Strategist VSA Partners Attendees 2014 ANA Brand Masters Conference presented by Mashable Rosa, Jim Schteinschraber, Mara Smalley, Graham Sutter, Claire Global Communications Advisor Vice President, Marketing Vice President, NBCU Ad Sales Marketing Marketing Strategist ExxonMobil Corporation Corinthian Colleges NBC Sports Group 3M Roskowski, Scott Schulman, Alan Snyder, Michelle Swaebe, David Senior Vice President, Marketing and Business Development Vice President, Global Digital Marketing and Brand Senior Marketing Director Television Bureau of Advertising, Inc. SapientNitro Senior Vice President, Business Development and Agency Communications Roth, Richard Roth Observatory International Senior Vice President, Chief Research Officer Ryan, Matt Director of Sales PepsiCo, Inc. Snyder, Terri Schulman, Stacey Lynn Executive Vice President Marketing, Chief Marketing Officer Television Bureau of Advertising, Inc. Mullen Advertising, Inc. Sweeney, Chuck Checkers Drive-In Restaurants, Inc. Director, Member Relations Soboslai, Lisa Sweet, Kristina ANA Comcast AdDelivery Schwartz, Jonathan Rychlewski, Stacey Vice President of Sales Senior Director, Operations and Client Services Netmining Corbis Entertainment ANA Kraft Foods Group, Inc. Seban, Rich Sollers, Stephanie Sweet, Naoma Saltiel, Al President and Chief Operating Officer Director of Sales, West Coast Hostess Brands, LLC XAd koeppel direct Sedlock, Jake Stanley, Christopher Tallon, Grace Senior Vice President Director of Sales and Marketing, BAV Insights Chief Executive Officer Business Manager Senior Vice President, Marketing AutoZone, Inc. Sandoval, Laura Director, Strategic Marketing Disney Consumer Products, Inc. Savic, Sasha Chief Executive Officer MediaCom Scheiner, Ann Vice President NBC Universal News Group BAV Consulting Sergenian, Dana Schmieg, Jill Arby’s Restaurant Group, Inc. Senior Director, Marketing Communications Ryder System, Inc. Schoening, Jared Category Manager Gerber Gear BlancaStella.com; MiCaminar.com Comcast AdDelivery Seward, Robin Taylor, Adam Blogger Senior Director, Business Development NBCUniversal Steinmetz, Allan Stella Mejia, Blanca Sessions, Bunker Stuart, Greg Global Chief Executive Officer Vice President, Brand Marketing Shoreland, James Senior Vice President, Marketing Kiss Products, Inc. Inward Strategic Consulting, Inc. Parade Media Group LLC Tradeshow Coordinator Alcance Media Group Chief Executive Officer Senior Vice President/Sales Vice President, Sponsorships and Media Sales Manager of Marketing, Advertising, and New Media Jackson Health System Miami Taylor, James Senior Vice President, Enterprise Strategy and Innovation Darden Restaurants Mobile Marketing Association Taylor, Jeff Sullivan, Andrea Tumblr Chief Marketing Officer, North America Brand Strategist Interbrand Terkelsen, Brian Zenith Optimedia, N.A. Sullivan, Jason MediaVest USA Silvestri, Steve Publicis Seattle Executive Vice President, Director Corporate Development Managing Director Vice President Sumal, Amar Collective Senior Manager of Analytics Rocket Fuel 22 Chief Executive Officer Thome, Rick Manager, Brand Partnerships and Advertising Rovio Entertainment www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Tibbets Newman, Tiffany Tucker, Jeremy Walsh, Nancy White, Sloan Senior Manager, Integrated Marketing Vice President Strategic Marketing Vice President, U.S. Digital Marketing Brand Manager, Retail Partnerships DentalPlans.com Disney Consumer Products, Inc. MasterCard Worldwide Capital One Tomei, Nici Urso, Lana Walters, Shawn Wilke, Richard Vice President, Marketing Communications Director of Sales Vice President, Marketing and Communications Senior Partner, Director, Global Business Development InfoComm International Lippincott Vice President, Global Brand Marketing Warren, Christina Wise, Penny Rosetta Stone Senior Technology Analyst Director - Brand and Core Marketing Mashable 3M Director, Hispanic Marketing Weissman, Saya Witt, Nora Dr Pepper Snapple Group Assistant Editor, Brands Global Brand Strategy Director Digiday Medtronic, Inc. Vice President Weitz, Benjamin Witte, Michele Norwegian Cruise Line Director, Strategic Marketing Manager, Brand Management Disney Consumer Products, Inc. Country Financial Gfk Ton, Lisa Associate Business Manager Dole Packaged Foods Toner, Mark Managing Partner Source Marketing Torres, Al Vice President of Sales and Business Development BrightLine Van Dyck, Sarah Vela, Olivia Vetter, Melanie Telemetry Viener, Hilarie Townsend, James Executive Vice President Welsh, Chelsea Wollen, Chris The Value Engineers National Marketing Manager, Gutter Helmet Head of Business Development Managing Director, Ent. 72andSunny Vogt, Justin Townsend, Todd Connelly Partners Wendlandt, Paul Vukas-Agostini, Krysta TubeMogul Inc. Elateral, Inc. Chief Marketing Officer Logan’s Roadhouse, Inc. Trencher, Hal Tricarico, Jim Chief Revenue Officer Screenvision Cinema Network, LLC Trombetta, Danielle Senior Specialist, Brand Promotion Chief Marketing Officer Chief Client Development Officer Wessman, Abby Walczak, Leigh Associate Program Manager, Event Strategy Associate Manager, Conferences ANA Walker, Dustin Program Manager ANG Advertising Wallach, Karen Trujillo, Sebastian Norwegian Cruise Line www.ana.net Strike Anywhere Yorke, Brendan Vice President, NBC Sports Group Sales NBCUniversal Mary Kay Inc. Senior Vice President, Director of Business Development Deutsch, LA, Inc. 23 Producer / Partner Westra, Harmen White, Jeff Univision Television Network Woods, Matt Zehr-Breedlove, Marti Marchex Director, Marketing Services Droga5 Liberty Mutual Group Vice President, Sales Air National Guard Canon U.S.A., Inc. Vice President, Business Development Southeastern Metals Manager, MK Connections Attendees 2014 ANA Brand Masters Conference presented by Mashable SORTED BY COMPNAY 22squared Cross, Christy Associate Director, Business Development 3M Kent, Remi Brand and Strategy Leader Morgan, Michelle Marketing Strategist Rodda, Duke Active International Vice President, Sales National Sales Manager Ho, Celeste Cohan, Devin Arce Salazar, Alejandra Vice President, Sales Latin America Region Manager Coordinator, Sponsorship and Partner Programs DeCicco, Jude Stanley, Christopher Vice President, Sales Chief Executive Officer Denman, Tim Farkas, Kevin Executive Vice President, Sales and Business Development Vice President, Associate Planning Director 4A`s Hill, Nancy President and Chief Executive Officer 72andSunny Jefferis, Rebekah Director of Business Development Townsend, James Managing Director, Ent. A&R Strategy Partners, LLC Hrinya, Joyce Chief Executive Officer Accenture Interactive Holzman, Tami Global Director, New Business Development Allstate Insurance Company Director, Sales Sutter, Claire Director - Brand and Core Marketing Senior Director Aranda-Mori, Ayrie Goldberg, Steve Wise, Penny Guhanick, Lisa Butterman, Howard Marketing Strategist Marketing Strategist Alcance Media Group Chief Operating Officer Ameriprise Financial, Inc. Sales Director Klein, Ed Leshinsky, Barbara Vice President, Conferences Owens, Tracy Vice President, Member Relations Western Region Palmer, Michael Executive Vice President Brand Manager Phan, Lan Bailey, Carissa Advertising Council, The McDonough, Kristen Bjorklund, Kristin ANA Vice President, Sales President and Chief Executive Officer Manna, Christine Senior Vice President, Automobile Operations Keyes, Diahanna Liodice, Bob Associate Marketing Manager Accavitti, Mike Senior Vice President, Marketing Vice President, Member Relations Buckley, Courtney American Honda Motor Company Gonzalez, Elysa Kramer, Shepard Vice President, Member Services Primola, Nick Coordinator, Conferences Senior Vice President, School of Marketing Berg, Ed Rofe, Meital Executive Vice President, Development Director, Member Relations Natkins, Priscilla Senior Vice President, Member Relations Sweeney, Chuck Doyle, Sheelagh Sweet, Kristina Davidson, Brian Executive Vice President, Director of Client Services Director, Public Relations and Communications Air National Guard Gallagher, PJ Duggan, Bill Superintendent ANG Advertising Group Executive Vice President Perry, Ron Fanelli, Duke Chief - ANG Recruiting Marketing Executive Vice President, Marketing and Communications Rodgers, Shane Senior Membership Manager, Member Relations Director, Member Relations Vice President, Sponsorships and Media Sales Walczak, Leigh Associate Manager, Conferences AnimaticMedia Hoxby, Chelsie Program Manager ANG Advertising Garbarino, Barry European Business Director Walker, Dustin Senior Director of Marketing Mejia, Jose Program Manager ANG Advertising Gordon, Marni Account Executive Vice President, Conferences and Committees 24 www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Arby’s Restaurant Group, Inc. Barbarian Group, The Lynch, Rob Kelly, Sophie Brand President, Chief Marketing Officer President Seward, Robin Vice President, Brand Marketing Harris, Chris Bernstein-Rein Advertising, Inc. Account Executive Rahim, Hasan Vice President, Head of Sales AutoNation, Inc. Quintana, Al Bank of Montreal Carli, Jennifer Director, Cda. Advertising, Corp Marketing Krishnasamy, Suresh Vice President and Head, Enterprise and Group Strategy www.ana.net Kielarowski, Ray Executive Vice President, Sales and Marketing Campbell Soup Company Rani, Yin Vice President, Integrated Marketing Canon U.S.A., Inc. Stella Mejia, Blanca Blogger BrandActive Partner Founder and Chief Executive Officer Bush Brothers & Company BlancaStella.com; MiCaminar.com Saltiel, Al Dan, Avi Vice President, Global Business Chief Creative Officer Guiliano, Philip Avidan Strategies Forbes.com Cohen, Bill Brooker, Brian Director, Loyalty and CRM Senior Vice President, Marketing Global Business Development Manager Creative Director Revelle, Greg Pawlak, Bernadette Blue, Sarah Bowne, Matt Executive Vice President Executive Director of Client Services Krull, Kelly Burns Entertainment Executive Vice President, Growth Officer Lubeck, Dave AutoZone, Inc. Chief Marketing Officer, North America Boasberg, Jules Senior Manager, Media Senior Vice President and Chief Marketing Officer Hirschhorn, Eric Sedlock, Jake Senior Vice President Director of Sales and Marketing, BAV Insights Khabbaz, Waleed Director, Digital Marketing and Social Media BAV Consulting AudienceXpress Account Executive Gagliardo, Adam Brand Manager, Retail Partnerships Cardlytics, Inc. Sales Manager Byrne, Kasey Urso, Lana Chief Marketing Officer Director of Sales Drewes, Matt Vice President, National Accounts Burger King Corporation McMorris, Carla Anauate, Fabiana Vice President Marketing Senior Director, Marketing Communication 25 Jansky, Cindy Director, Marketing Lee, John Senior Director, Marketing and Communications Marshall, Philip Manager, Design McCollough, Todd Director, Marketing and Communications Mottl, Kathleen Manager, Marketing and Communications Checkers Drive-In Restaurants, Inc. Axe, Lauren Brownstein, Evan White, Sloan Reidmiller, Eric Centene Corporation Director Brand Marketing Brand Marketing Chief Revenue Officer Vice President, Integrated Sales and Marketing Senior Specialist, Brand Promotion Chin-Fatt, Carol Chapman, Will Eppner, Bethany Trombetta, Danielle Capital One Services, Inc. BrightLine CBS Brand Studio Senior Director of Marketing Masvidal, David Senior Brand Manager Migliorino, Michael Brand Calendar Manager Snyder, Terri Executive Vice President Marketing, Chief Marketing Officer Attendees 2014 ANA Brand Masters Conference presented by Mashable Chief Marketer Network Comcast AdDelivery Country Financial Bacon, Leslie Ingenito, Renee Witte, Michele Group Publisher Senior Director, Ad Sales Manager, Brand Management Odell, Patty Porch, Todd Senior Editor Vice President and GM Chobani McGuinness, Peter Chief Marketing and Brand Officer Citi Gray, Elyssa Director, Head of Creative and Media, North America Marketing Clear Channel Media + Entertainment ROACH, AMY Vice President, CONNECTIONS Collective Fogelberg, Mark Vice President, Strategic Partnerships Ford, Molly Senior Vice President, Advertiser Solutions Group Frieder, Jayme Director, Advertiser Solutions Group Silvestri, Steve Vice President Columbus Foods, LLC Cruz, Michael Director of Marketing Fiorito, Valeria Associate Director of Marketing Cynopsis Media Caploe, Robbie Ryan, Matt Editorial Director Director of Sales Dali Museum, The Sessions, Bunker Senior Director, Business Development Meek, Carly Marketing Manager Comcast Cable Darden Restaurants Arata, Todd Vice President, Brand Marketing McFadden, Suzanne Vice President Marketing and Strategy Creaven, Kimberly Global Marketing, Media and Partnerships Chief Executive Officer Connelly Partners DentalPlans.com Vogt, Justin Tibbets Newman, Tiffany Chief Marketing Officer Senior Manager, Integrated Marketing Corbis Entertainment Richter, Shirley Deutsch, LA, Inc. Senior Director, Client Services White, Jeff Soboslai, Lisa Senior Vice President, Director of Business Development Senior Director, Operations and Client Services Digiday CoreBrand Gregory, Jim Founder and Chief Executive Officer Head of Industry DIRECTV Group, Inc., The Brown, Jason Vice President, Head of National Sales Cordes, Brian Vice President, Advertising Sales Discovery Communications, Inc. McDonnell, Suzanne Senior Vice President, Digital Sales Strategy and Client Solutions Disney Consumer Products, Inc. Avent, Lisa Vice President, Strategic Marketing, Family and Teens Charlton, Janice Director, Consumer Insights Leslie, Reid Director, Strategic Marketing Mooney, Johanna Director, Strategic Marketing Sandoval, Laura Director, Strategic Marketing Tucker, Jeremy Weissman, Saya Vice President Strategic Marketing Assistant Editor, Brands Weitz, Benjamin Digilant Corinthian Colleges Robson, Patrick Hockenjos, Joe Delta Air Lines, Inc. Lozano, Jose Vice President of Industry Senior Vice President, Enterprise Strategy and Innovation Principal Company of Others, The McLaughlin, Meg General Manager, Business Development Midha, Ashish Director of Brand/Identity Director of Marketing Taylor, James Deloitte Consulting Rich, Allegra LaFrance, Melissa Director, Strategic Marketing Gale, Fred Schteinschraber, Mara Director of Sales, Midwest Vice President, Marketing 26 www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Dole Packaged Foods Epsilon GfK Elu, Daniel Panza, Paul Miller, Michael Ficarra, Kimberly Director of Marketing Managing Director, Chief Marketing Officer Vice President Consulting Ton, Lisa Associate Business Manager Dr Pepper Snapple Group Vela, Olivia Director, Hispanic Marketing Droga5 Bauer, Jonathan Chief Strategy Officer Essex, Andrew Vice Chairman Wollen, Chris Head of Business Development Dunkin` Donuts Fuqua, Chris Vice President, Brand Marketing EffectiveBrands De Swaan Arons, Marc Founder Leenhouts, Mariette Senior Consultant Orton, Kimberly Partner and Managing Director Elateral, Inc. Wendlandt, Paul Chief Client Development Officer EliasArts Aminoff, Susan Managing Director, Audio Identity EmblemHealth McCord, Jane Senior Director of Communications Fountas, Anthony Sales Planner Escape Pod, The Halivopoulos, Lori Carpenter, Lov Senior Vice President, Marketing Business Manager Neri, Tom Exponential Executive Vice President Kadden, Jessica Nuñez, Susan Strategic Partnerships Director Vice President Advertiser Sales Tomei, Nici ExxonMobil Corporation Vice President, Marketing Communications Guarnieri, Carla Global Media Advisor Gilt Groupe, Inc. Rosa, Jim Global Communications Advisor Billings, Brittany Senior Director, Business Development Flowers Foods Bakeries Group Aldredge, Keith GNIP Vice President Marketing Harvey, Jack Harper, Sherry Executive Vice President, Partnerships Director of Marketing Forbes.com / Forbes CMO Network Godiva Chocolatier, Inc. Ellett, John Irgang, Carole Consultant G7 Entertainment Mktg Gyro Cloud, Lori Executive Director Neal, Paul Senior Vice President, Global Business Development Director General Growth Properties, Inc. Kabb, Julie Halo Group, The Director, Strategic Partnerships Kelly, Emily Cunningham, Tom Strategic Partnerships Rep, National Chief Marketing Officer Pallatto, Rocco Gerber Gear Harmelin Media Schoening, Jared Category Manager Camilleri, John Senior Vice President www.ana.net 27 Media Director - Planning Hello Products LLC Dubitsky, Craig Founder and Chief Executive Officer Hill Holliday Feldman, Brent Executive Vice President Hillshire Brands Company Callahan, Andy President, Retail Hisamitsu Aslam, Janelle Product Manager Hostess Brands, LLC Seban, Rich President and Chief Operating Officer House Party, Inc. Davis, Mindy Senior Vice President, Client Services IMC Dearing, Carla Managing Director, Chief Executive Officer Donaldson, Todd Vice President Attendees 2014 ANA Brand Masters Conference presented by Mashable Implementix Intermarine, LLC Kimberly-Clark Corporation Bennett, Teah Liles, Melinda Dahlke, Amy Vice President of Business Development Director of Marketing and Corporate Communications Marketing Research Manager InfoComm International Banahan, Brendan Vice President, Marketing and Communications Editor Low, Whitney Head of Strategic Accounts Integrated Media Solutions McClelland, Jeff Executive Vice President/Chief Marketing Officer Mullahy, Nancy Chief Executive Officer Interbrand Ly, Annie Director, Client Services Sullivan, Andrea Chief Marketing Officer, North America InterContinental Hotels Group Fitzmaurice, Kerry Founder Chief Marketing Officer Inward Strategic Consulting, Inc. Kiss Products, Inc. Steinmetz, Allan Napolitano, Carrie Chief Executive Officer Senior Marketing Manager Jackson Health System Miami Taylor, Adam Tradeshow Coordinator KPMG LLP Johnsonville Sausage LLC Kelemen, Attila Pereira, Fabian Executive Director Vice President Mulhern, Helen Just Marketing International Director, Global Brand Communications, Holiday Inn Brand Family Vice President, Partnership Development Associate Director Kraft Foods Group, Inc. Bick, Thomas Senior Director, IMC and Advertising Kaplan University Cutler, Jeanette Gerber, Shelley Director, Marketing Communications Marketing Director Faldetta, Christine Kargo Global Inc. Associate Director, Brand Strategy Miles, Christopher Canty, Kevin Vice President, East Coast Sales LatinWorks Marketing, Inc. Paredes, Victor Senior Vice President of Strategic Business Development Liberty Mutual Group Kehmna, Ali Associate Program Manager, Event Strategy Liberty Mutual Insurance Company Cosgrove, Heather Advertising Manager Gallagher, Kerry Social Media Program Manager Libman Company Favot, Erin Marketing Manager Lippincott Kotler, Alex Associate, New Business Wilke, Richard Senior Partner, Director, Global Business Development LMO Advertising Senior Director, Marketing Communications Ali, Carolina Miller, Michelle Perry, Kendria Director, Marketing Communications 28 CRO Wessman, Abby Sweet, Naoma Chief Executive Officer Kilmartin, Matt Senior Vice President, Marketing Senior Vice President Markowitz, Jeff Krux Associate Program Manager, Event Strategy Bartyzel, Sean JMP + Creative Compound Business Manager Tallon, Grace Koeppel Direct Manager of Marketing, Advertising, and New Media Pinkham, Eric Global Brand Director, Holiday Inn Brand Family Kirshenbaum Bond Senecal + Partners Malone, Deb Balanag, Lia Indarte, Rebecca Marketing Research Manager Internationalist, The Walters, Shawn Integral Ad Science Hoida, Paul Rychlewski, Stacey Account Supervisor Mgmt. Supervisor www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Logan’s Roadhouse, Inc. Gerstner, Tony Senior Marketing Manager Nescio, Elena Townsend, Todd Chief Marketing Officer Lucile Packard Children’s Hospital Stanford D’Addario, Jeannine Vice President Chief Marketing Officer Marchex Mulliken, Ron Vice President, National Sales Westra, Harmen Vice President, Sales Marketing Evolution Merrill, Mike Director, Client Services MarketShare LaPointe, Pat Executive Vice President, Americas Mary Kay Inc. Enright, Laurie Senior Associate Manager, Integrated Marketing/PR Hupp, Kerri Manager, U.S. Product Marketing Pipkin, Regena Director, U.S. Product Marketing Zehr-Breedlove, Marti Manager, MK Connections Mashable Bischof, Jay Vice President, East Coast Sales www.ana.net Kriak, Mike MediaVest USA Chief Operating Officer Chief Financial Officer Terkelsen, Brian Chief Executive Officer Martinet, Stacy Medtronic, Inc. Chief Marketing Officer Rogin, Seth Ronback, Kirsti Chief Revenue Officer Lead Brand Communication Strategist Warren, Christina Witt, Nora Senior Technology Analyst Global Brand Strategy Director MasterCard Worldwide Memorial Sloan-Kettering Cancer Center Walsh, Nancy Vice President, U.S. Digital Marketing Carter, Joan Director of Corporate Relations mcgarrybowen Mercedes-Benz USA, LLC Cooke, Brandon Chief Marketing Officer Angeloro, Eric Griffith, Kathleen Specialist Digital Marketing Director of New Business Mercury Media McKinney Montgomery, Michael Vice President, New Business Development Densmore, Michael Chief Marketing Officer Meredith Corporation MDC Partners Inc Imperato, Anthony Linder, Ryan Vice President, Publisher, Better Homes and Gardens Chief Growth Officer MediaCom Miami Marlins, L.P. Ohan, Khartoon Meyers, Mike Managing Director, Chief Growth Officer Director, Corporate Partnerships Mizuno USA Potashnick, Adam Senior Vice President, Media Director Abaci, Ahmet Savic, Sasha Vice President, Brand Marketing Chief Executive Officer Mobile Marketing Association MediaMarketing Enterprises Burtin, Darnell Glod, Pattie Vice President, Global Membership President Daija, Sheryl Chief Strategy Officer 29 Stuart, Greg Global Chief Executive Officer mono Gorder, Jeffrey Director of Business Development Mrs. T’s Pierogies Meskunas, Stefanie Consumer Marketing Manager Mullen Advertising, Inc. McNaughton, Cameron Managing Director Swaebe, David Senior Vice President, Business Development and Agency Communications National CineMedia Kupiec, R David Executive Vice President of Sales and Marketing National Geographic Abraham, Tammy Director, Brand Solutions Malley, Claudia Executive Vice President and Worldwide Publisher National Geographic Society Barr, Jodi Director, Marketing and Partnerships Milleson, Julie Director, Brand Marketing Attendees 2014 ANA Brand Masters Conference presented by Mashable NBC Sports Group nimble shows & media GmbH Orange Leaf Frozen Yogurt Publicis Seattle Donofrio, Jim Hermann, Franz Anderson, Katie Sullivan, Jason Director, Enterprise Sales Publisher C2 Magazines Senior National Marketing Manager Managing Director Laux, Melissa Vice President, Sales Marketing Smalley, Graham Vice President, NBCU Ad Sales Marketing NBCUniversal Yorke, Brendan Vice President, NBC Sports Group Sales NBCUniversal/Telemundo Marrero, Patty Senior Vice President, Client Partnership Development Netmining Ots, Sabrina Account Executive Schwartz, Jonathan Vice President of Sales Networked Insights (NI) Beagen, Tim Director, Business Development Nielsen Ball, Frank Senior Account Executive Parade Media Group LLC Vice President Director, Marketing Services Vice President NBC Universal News Group Marketing Manager Vetter, Melanie Vice President, Client Development Scheiner, Ann Nightingale, Jessica Vice President, Advertising, Brand and Media Wallach, Karen Senior Vice President, NBC Sports Group Sales Director of Brand Development Panfil, Claudia Infeld, Allan Nyemchek, Brian Hofer, Karley Norwegian Cruise Line Sergenian, Dana Senior Vice President/Sales Pegasus Capital Advisors, L.P. Novo Nordisk Pharmaceuticals, Inc. Bell, David Chairman Evans, Tara PepsiCo, Inc. Senior Brand Manager Snyder, Michelle Jimenez, Michelle Senior Marketing Director Senior Brand Manager Plantronics, Inc. NUVOtv D`Ablemont, Chris Vice President, New Business Geller, Craig Fakler, Ken Managing Director OneSpot Reardon, John McNabb, Jennifer Director Marketing Communications Manager Publicis Moynihan, Steve Fero, Britt Vice President, Sales Chief Strategy Officer Optimedia US Publicis Kaplan Thaler Ehlers, Dave Anderson, Matthew Chief Executive Officer Chief Marketing Officer 30 Campbell, Will Chief Executive Officer RAPP Evans, Rona Manager Business Development Murphy, Melissa Marketing Director Rocket Fuel Bubel, Jennifer Key Accounts Manager Senior Manager, Research and Insights PricewaterhouseCoopers Senior Category Manager Marketing Procurement Quantasy Jones, Robert Brand Manager Arevalo, Denise Marketing/Advertising Manager Senior Brand Strategy Manager Mordekai, Jodi Office Depot Gardner, Laura Livingston, Cindy Post Holdings, Inc. Senior Vice President, Ad Sales Publix Super Markets, Inc. Sumal, Amar Senior Manager of Analytics Rosetta Stone Van Dyck, Sarah Vice President, Global Brand Marketing Roth Observatory International Burnett, Casey Partner Roth, Richard Rovio Entertainment Pfeffer, Matt Director, Brand Partnerships and Advertising www.ana.net Attendees 2014 ANA Brand Masters Conference presented by Mashable Thome, Rick Manager, Brand Partnerships and Advertising Ryder System, Inc. Jones, Karen Senior Vice President Chief Marketing Officer Laing, Soni Putnam, Natalie Vice President Integrated Marketing Strategy Schmieg, Jill Senior Director Marketing Communications S.C. Johnson & Son, Inc. Franklin, Drew Vice President Home Storage Marketing Safelite Hurff, Kerry Associate Vice President Samsung Mobile/ STA Coston, Shenique Marketing Manager Samsung Telecommunications America Pendleton, Todd Chief Marketing Officer SapientNitro Schulman, Alan Vice President, Global Digital Marketing and Brand Con Sauder Woodworking Co. Lambright, Michael Director of Marketing Screenvision Smithsonian Channel Loria, Katy Bottone, Mary Ellen Barber, Justin Senior Vice President, National Sales Vice President, Advertising Sales Director / Partner Martino, Christine Goodman, Liane Woods, Matt Vice President National Ad Sales Director, Advertising Sales Producer / Partner Screenvision Cinema Network, LLC Source Marketing Tricarico, Jim Chief Revenue Officer Seacoast National Bank Sungevity Inc. Toner, Mark Ludwig, Liz Managing Partner Vice President, Marketing Southeastern Metals Criswell, Danielle Rodgers, Christian Consumer Marketing Director Syracuse University Ehrich, Denise Field Marketing Manager Senior Vice President, Chief Marketing Officer Jenkins, Magan Lloyd, Carla Marketing Specialist Professor SeaWorld Parks and Entertainment Welsh, Chelsea National Marketing Manager, Gutter Helmet Faust, Sarah Manager, Advertising, Media and Brand Spark Communications Boothe, Chris Seed Company, The Chief Executive Officer Anderson, Scott Hess, Scott Senior Vice President, Advancement Senior Vice President, Human Intelligence Siemens Medical Solutions USA, Inc. Lux, Brent Executive Vice President Carmody, Bob Speedway Motorsports, Inc. Director, Communications Burch, Mike Simulmedia, Inc. Vice President, National Sales and Marketing Giordano, Peter Revenue Director St. Jude Children`s Research Hospital, Inc. ALSAC Kilkenny, Ryan Marketing Manager Oates, Matt Neuhaus, Jonathan Senior Brand Strategist Account Executive StickyDocs Rigoni, Madeline Account Executive Jimenez, Marcus Chief Executive Officer and EPublisher Six Flags, Inc. Borges, Stephanie Director, Corporate Alliances www.ana.net Strike Anywhere 31 Taco Bell Brandt, Chris Chief Marketing Officer Taxi, Inc. Jenkins, David President TBWA/Chiat/Day Advertising, Inc. Harwood-Matthews, Robert President, New York Jacobs, Kyla Director of New Business Development TD AMERITRADE Holding Corp. Jasmin, Kevin Senior Manager of Marketing and Brand Strategy Attendees 2014 ANA Brand Masters Conference presented by Mashable Telemetry TubeMogul Inc. Value Engineers, The Warc.com Torres, Al Freund, Lee Viener, Hilarie Precourt, Geoffrey Vice President of Sales and Business Development Vice President, Enterprise Sales Executive Vice President U.S. Editor Telepictures Productions Calderone Polcsa, Alana Vice President, Branded Entertainment and New Business Cowan, Tishan Senior Vice President, Branded Entertainment and New Business Lee, Lily Executive Director, Branded Entertainment and New Business Television Bureau of Advertising, Inc. Roskowski, Scott Senior Vice President, Marketing and Business Development Schulman, Stacey Lynn Senior Vice President, Chief Research Officer Time Warner Cable Hart, Carole Senior Vice President Tongal Bennett, Scott Transitions Optical, Inc. Cardona, Alexis Chief Marketing Officer James, Sherianne Director, North American Marketing Vukas-Agostini, Krysta Vanguard Group, Inc. Tumblr Ferri, Amandalyn Community Outreach Leach, Deborah Barlow, Rachelle Communications Project Leader Brand and Advertising Program Manager Varick Media Management McLean, Brant Johnson, Eva Brand Strategist Marketing Manager Taylor, Jeff Vertic Brand Strategist Jespersen, Sebastian United States Postal Service Chief Executive Officer Ellis, Bob Lamensdorf, Steven Business Alliances Business Development Account Director Visa Inc. Univision Television Network Holnback, Coley Trujillo, Sebastian Marketing Manager, Global Sponsorship Marketing Vice President, Business Development Visit Philadelphia UP Entertainment Oliphant, Betsy Fischer, Lisa Director of Advertising Executive Vice President, Advertising Sales Voltari UP TV Epstein, Aaron Executive Vice President, Product Management Humbard, Charles President and Chief Executive Officer Kieren, Annie USAA Wells Fargo & Co. Fowler, DeeDee Brand and Advertising Manager Wilsonart International Calhoun, Kathy Manager, Marketing Communications DeMartino, Alison Director, Marketing Communications XAd DiStefano, Alicia Head of Travel and Southeast Sales Sollers, Stephanie Director of Sales, West Coast Young & Rubicam, Inc. Cohan, Cathy Global Chief Growth Officer Zenith Optimedia, N.A. Shoreland, James Executive Vice President, Director Corp. Development Sales Director Adams, Roger VSA Partners Senior Vice President, Chief Marketing Officer Rondinelli, Marisa Strategist Dudley, Jason Client Manager 32 www.ana.net 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 teams with the opportunity to network, share, engage, and maximize the overall value of your brands through our world-class resources. ANA MEMBERS BENEFIT FROM KNOWLEDGE 525+ companies CONNECTION the extensive experience of & 10,000+ brands that collectively spend more than $250 billion on marketing and advertising each year. 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. LEADERSHIP We drive the agenda in support of legislation, thought leadership, industry management, and social responsibility affecting the marketing community ANA members have access to an exclusive portfolio of products and services including: Government Relations Marketing Knowledge Center Industry Leadership 8,000+ Proprietary Marketing Insights Regulatory Issues Legislation Representation School of Marketing Team Training Individual Training Customized Research Industry Surveys and White Papers Conferences and Committees 30+ National and Regional Conferences 20+ Committees Weekly Webinars 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. 33 www.ana.net/membership ANA Government Relations ANA’s Washington, D.C., office works to protect advertisers and marketers from unreasonable governmental intervention in their communications with consumers. 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. Our major accomplishments in 2013 include: 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 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 Helping stop major ad tax proposals in Minnesota, Ohio, and Louisiana 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 Expanding and strengthening the Digital Advertising Alliance self-regulatory program for online behavioral advertising, including introducing new guidelines for mobile marketing Joining two active coalitions that are working to develop solutions to the problem of “patent trolling” as it relates to the advertising/agency communities 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] www.ana.net/advocacy 34 ANA Marketing Knowledge Center With more than 8,000 insights, the Marketing Knowledge Center provides you with high-quality, relevant, and actionable content that spans the marketing spectrum. Case Studies, Videos, and Marketing Toolkits Marketing toolkits, tools, and templates to help you expand your marketing know-how and complete projects effectively. Snapshots, Insights, and Survey Research Ask the Expert and LiveChat Services Snapshots Overviews from speaker presentations at ANA events covering a variety of industry topics. We’ve Answered Over 10,000 Marketing Questions Insight Briefs We can answer yours, too! Collections of subject-specific content and high-level insights on a range of timely and pertinent marketing topics. Our team of qualified, resourceful information experts are available for your member inquiries. FOCUS: Multicultural Marketing INSIGHT BRIEF Sharing Marketing Excellence What’s Inside? » AT&T Woos Multiculturals with Celebrities ........................... 2 New Research » Intrigued by Newer Media ............. 3 » Growth Opportunity ..................... 4 Trending Focus: Content Marketing » Does Blending Work? ................... 5 » The Truth About Beauty ............... 6 Viewpoints INSIGHT BRIEF Sharing Masterful Marketing Reaching Diverse Audiences 8 Focus: Five secrets to more effective multicultural marketing Award-winning case studies and videos from industry-leading brands that highlight the most effective marketing strategies. INSIGHT BRIEF Sharing Masterful 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 audiences represent enough buying power to warrant targeted outreach? Big Data now exceeds $1.5 trillion a year, according to the Selig Center for Economic Growth. Few experts would disagree that, in What’s the years toInside? come, building a deeper relationship with multicultural segments is the key to growing brands New Research and increasing revenue. But simply » Collecting Data Is Not Enough ........ 3 marketing in another language or trying to Trending appeal to another culture in English can be a minefield of potential hazards. » Delivering Data-Driven Messages .... 5 To avoid costly or embarrassing » 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. 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 Marketers still asking those questions general-market campaign into the today might want to check out the target’s language “is like going into results of the 2010 Census. Hispanics a gunfight with a switchblade,” make up 16 percent of the U.S. populacontends Roberto Orci, CEO of Los tion, African-Americans account for 13 missteps, consider these five secrets Angeles, Calif.-based Acento Best Practices percent, and Asian-Americans comprise for effective multicultural marketing: Advertising. “It’s not enough.” He 5 percent. Every ethnic group experi» A Plan with Staying Power .............. 7 8 says it’s vital to ground multicultural enced double-digit population growth 1. Watch your language. Companies campaigns in the values and mores Case Studies in the past decade, with Asian-Amershouldn’t advertise what they can’t of the target culture so that icans leading the way at 43 percent. Therefore, never advertise Five Tips for Know Building an Effective Content Marketing Program »deliver. Gilt Groupe: Thy Customer .... in8 consumers see themselves in In four states, including California and a language the company isn’t fully » Allstate Gets Smart with the message. Texas, non-Hispanic whites are no prepared to do business in. This is Artificial Intelligence ...................... 9 longer the majority. Even more a lesson The Home Depot under8 striking, any marketers misunderstand Research by the Content 3. Mix multicultural intoMarketing mainstream the combined buying power of the stands. Because the Latinocontent commutheInformation difference between Institute shows As thatethnic whilecommunities 91 percent marketing. Source ......................... 11 Hispanic, African-American, Asian, is heavily invested in the and nity content marketing. Content marketof marketers use content marketing, Delivering fresh insights decision-makers Continued on Page 2 and to Native American communities buildingowning trade, they are additional a vital of and ing involves Where you see8,media, click forinstead content. only 36 percent believe that their prois the real purpose of customer data renting it, to attract and retain customgrams are effective. The biggest chalers. Changing or enhancing a customer lenges to effective content marketing ig data seems to be the buzztools to collect, store, search, or analyze. • Variety. Information may be collected behavior requires creating content that is are producing enough content and in a number of forms, including text, word of the moment. But what Some of the most tangible examples compelling, consistent, and curated. The producing the kinds of content that will audio, video, statistical data, or sensor is it, exactly? And what does it mean for include the terabytes of user data that true value exchange is found in the stories promote increased engagement. Marinformation. marketing? According to Google ExecuFacebook acquires or that Walmart that brands tell, and storytelling is crucial keters should ask themselves why they tive Chairman Eric Schmidt, every two collects about the millions of transactions to successful • Value. The realengine impactoptimization, of big data search are interested in executing a content days the world produces the equivalent it conducts hourly. Big data is defined lead generation, stems fromand thesocial insight that is media. marketing plan before they look at what of all the data created from the beginby its volume, velocity, variety, and gleaned from the raw input. ning of civilization up to 2003, or almost value to the organization. Big Data to Big Analytics five exabytes. This vast ocean of data • Volume. The terabytes of data that Social Search Engine contains valuable insights, but marketers To drive new waves of productivity, most large companies regularly Media Optimization must sift through irrelevant information growth, and innovation, companies acquire are too large to process with in order to find them. Finding value is conventional means. As technology know they must tap the massive and Content Marketing Mission what big data is all about. penetrates more aspects of society, growing volumes of data. Adobe views the information generated from big data as the collection and analysis Big data refers to the extremely large and about those devices is rapidly of large amounts of data to create LeadaGeneration data sets that organizations acquire, expanding. competitive advantage. The real purpose typically in the terabytes to petabytes • Velocity. Modern businesses may of big data is to enable big analytics, Source: Content Marketing Institute, 2013. range, as well as the applications needed place more importance on the time where businesses derive new meaning to analyze and evaluate all of it. This characteristic of big data than any from new data sources. Big data is all continuous, exponential growth in internal other dimension. Rapid or real-time about delivering fresh insights to deciand external data gathered from and acquisition of data is critical to many sion-makers, but many marketers are about customers exceeds the ability time-sensitive operations and provides Continued on Page 2 of conventional database management a competitive advantage. Bring Your Story to Life Put Big Data to Work M B 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 ............. » What to Measure ......................... 5 6 ANA Member Case Studies » Charles Schwab Delivers Value ...... » Cleveland Clinic Plays to Strengths . 7 8 » Kraft Uses Multiple Channels......... 9 » Schick Soars with Sharp Strategy ... 10 Source information ......................... 11 Where you see8, click for additional content. 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 determine 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 Continued on Page 2 Survey Research The Smarties are the world’s only global mobile marketing awards program recognizing outstanding achievement within the industry. Findings from 12 yearly surveys based on critical issues and emerging trends faced by nearly all marketers today. browse 8,000+ marketing insights at www.ana.net/mkc 35 35 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. “I needed fast information on how to better justify advertising investment. 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 submit your question at www.ana.net/ask 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. Team Workshops Individual Workshops How do you elevate the marketing function within your company so your marketers can better influence the organization? What are you doing to ensure your best talent continues to drive growth? The ANA School of Marketing has a variety of interactive one- and two-day workshops carefully planned to ensure participants walk away with immediate practical applications. 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. Our current individual training can help individuals: • Capitalize on customer retention by building powerful brand equity. • Collaborate with agencies to develop breakthrough creative. • Engage in a stronger and more focused client/ agency relationship that enhances partnerships. • And much more! 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! 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. ANA Member team training credit not applicable to individual training options. 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. call: 212.455.8024 | email: [email protected] | visit: www.ana.net/som www.ana.net/som 36 The programmatic TV buying platform AudienceXpress is the leading programmatic TV buying platform, automating the planning, audience buying, optimization, and daily reporting for TV campaigns across a national footprint. National TV Audience Buys Achieve a scaled TV buy through automated aggregation of TV inventory. AudienceXpress inserts on more than 100 cable networks, with coverage in all 210 DMAs. Automated Platform Using Visible World’s proven and patented TV targeting technology, coupled with next generation data and analytics, the AudienceXpress platform is fully automated end-to-end. Next Day Reporting Audience impressions by network, daypart, and Ad-ID are automatically updated, and viewable the next day. Filter By: AudienceXpress 212.356.8070 [email protected] Data-Driven Results Partnerships with Nielsen and Smart TV and online data providers allow advertisers to bridge the gap between TV and online ads. • Audience Segment • Demographics • Flight Dates • Daypart • Ad-ID • Network The programmatic TV buying platform Programmatic TV—What Everyone is Talking About There’s a shift coming to traditional TV. The business of television is increasingly powered by programmatic buying and audience targeting, and AudienceXpress is on the forefront. “ In the same way that online buying moved from buying sites to buying audiences, TV buying is likely to move in the same way, as more granular data (i.e., matching offline purchasing habits to viewing habits) is incorporated into TV buying. Visible World... recently spun out a separate company called AudienceXpress to focus on the issue. Coady Diemar Partners, Media Maven: Programmatic Buying Coming to TV, Nov. 2013 “ ” AudienceXpress has been working with cable and satellite companies to pool their local advertising inventory into national “unwired” network buys based on the underlying value of their audiences, not necessarily the programs they are watching, per se. ” Joe Mandese, MediaPost, Jan. 7, 2014 According to a recent IAB/Winterberry group study, 85% of advertisers currently use automated buying, while 72% of publishers do the same. Among advertisers, 91% expect to adopt programmatic buying strategies within the next two years. Agency holding company IPG Mediabrands has committed to automating 50% of its buying by 2016. “ The programmatic buying and selling of advertising inventory is fast taking hold of the media industry. . . Companies like AudienceXpress, a webbased platform that automates the TV buying process with the end goal of reaching a specifically targeted audience, are making headway. ” Kaylee Hultgren, CableFAX, Nov. 27, 2013 Reach Every One Cardlytics is the world’s most powerful, personalized new media platform—combining massive scale, unmatched insight, and deep, actionable analytics. Thanks to our exclusive access to the purchase behavior of 70% of all U.S. households, we know who buys where and when. Across all retail categories and consumer segments. We then use that knowledge to help retailers craft messaging that speaks to millions of buyers individually…based on where they shop and what they buy. 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How It Works Cardlytics leverages historical purchasing behavior to deliver timely, relevant offers that generate immediate interest and drive repeat sales. 1. Based on past purchases, customized offers are delivered via online or mobile banking application. 1 2. Consumers simply select the offers they want. 2 3. The activated offer is automatically loaded on the consumer’s ATM/Debit card—no coupons, codes, or loyalty cards needed. 5. Retailer pays only when purchase is completed by the consumer. 3 4 5 4. Consumer makes a purchase using their card and receives cash back via bank reward. © 2014 Digilant Inc. Go Above And beyond the Data In the battle for consumer attention it takes more than technology and data to deliver meaningful results. Digilant™ goes above and beyond, providing a team and approach that uncovers unique insights and delivers specific, relevant recommendations. Our process empowers you with knowledge about your best customers and prospects so you can turn your marketing programs into business success. ContaCt Digilant to go above anD beyonD [email protected] 720.244.5920 www.digilant.com BOgOta | BOstOn | ChICagO | MaDrID | MexICO CIty | new yOrk | san FranCIsCO | sãO PaulO ReAl StoRieS real results Digilant is a real-time data intelligence company that empowers you with unique knowledge about your audience, so you can create a truly customized digital marketing strategy that gets results. InCreasIng BranD lIFt for CosmetiCs branD Challenge a cosmetics brand wanted to increase awareness for their line of mascara products among latino consumers. results Digilant Multicultural drove a 56% increase in brand lift — more than eight times the previous benchmark. the campaign also helped the cosmetics brand confirm that users interested in health, arts & entertainment and Fashion were more likely to favor their brand than users interested in other behavioral categories. InCreasIng PurChase Intent for new Coffee proDuCt Challenge a well-known coffee brand wanted to increase purchase intent for its coffee pods among keurig machine owners, while achieving a 0.10% click-through rate. results Digilant demonstrated a 11% increase in purchase intent among keurig owners and delivered a 19% click-through rate for the advertiser. this exceeded the coffee brand’s expectations given that they already had significant awareness. www.digilant.com 56% BranD lIFt 11% InCrease In PurChase Intent Revolutionizing the Way Brands Advertise Contextually Targeted Audience Clusters The DIRECTV Sports Advantage DIRECTV Everywhere CONTACT: Keith Kazerman, SVP, Ad Sales 212.205.0605 | [email protected] The Largest National Addressable Platform Custom Analytics & Backend Reporting TAP Tune-In Activation Program Super Spot Premium Inventory Within the Highest Rated Programming Interactive Dedicated Brand Channels Custom-Tailored Marketing art m s Outspend the competition. DIRECTV Addressable Advertising The Largest National Addressable TV Platform Household-Level Targeting to Over 12 Million Homes The Power of a :30 Spot with the Precision Targeting of Digital Revolutionizing the Way Brands Advertise— The ad finds the target audience as opposed to the chance of the audience finding the ad A dynamic suite of custom analytics, planning and optimizing tools enabling a smarter way to advertise Unparalleled reporting that provides audience insights as well as closed-loop studies to measure campaign effectiveness art m s Outspend the competition. Shine. thehalogroup.com Shine. thehalogroup.com The voice of digital culture. Join the movement. Mashable: Voice of Digital Culture Mashable is the platform that connects, empowers and inspires people around the world by telling highly shareable, inspirational and informative stories that definitively tell the story of our time: digital innovation and its culture. Audience: The Connected Generation The Mashable movement is composed of influential hyper-sharers that grew up immersed in technology and are constantly seeking what is new, creative, and valuable. They are early adopters who are interested in innovation as a state of being: in business, travel, design, music, entertainment and more. Mashable’s community shapes the information revolution. Technology: Innovation Flows Through Mashable’s DNA Mashable is built with proprietary platforms such as its patent pending, highly effective social prediction algorithm, Velocity, and Social Lift, a toolkit for brands to quickly and effectively amplify social messages beyond their own social networks to make big impacts among some of the social universe’s most active sharers. To find out more about Velocity or how your brand can create meaningful connections with Mashable’s millions of deeply engaged readers, reach out to Seth Rogin, Chief Revenue Officer, [email protected]. MediaCom ’s Brain Some agencies are left-brained. Some are right-brained. We say: why choose? At MediaCom, we know the right strategy requires both measurement and imagination. That makes working with us not just better for your bottom line, but a whole lot more interesting. Want to know what MediaCom can do for your business? Contact Khartoon Ohan at 212.912.4481 or [email protected]. www.mediacomusa.com BLINK The Connected Issue is out now Available online and in print MediaCom’s latest issue of BLINK Magazine is all about connections: how objects, people and places will connect in the future and what this means for brands. From connected cars and the quantified self to real-time offers and the Internet of things, connectivity is shaping our lives. Learn from industry experts as they share insights and analysis on these topics and more. To get your own copy of BLINK, subscribe to the MediaCom Insider. The Insider newsletters, white papers and research will keep you up-to-date on the latest trends and topics affecting marketers and consumers. Visit mediacomusa.com and click Sign Up on the homepage. ADVERTISING THAT LEARNS LIFTS BROOKS 36 MILLION FEET ® “ Rocket Fuel is just as interested in helping tell my brand story as I am. Their technology works to reach my optimal running customer—and then millions more.” Heather Snavely Senior Director of Global Marketing, Brooks Running Co. BIG DATA GETS BROOKS IN FRONT OF RUNNERS Rocket Fuel’s record-breaking combination of artificial intelligence plus Big Data helped Brooks reach almost 18M runners at just the right moment. Take your digital advertising investments the extra mile. Call us today at 888-717-8873 or email [email protected] © 2013 Rocket Fuel Inc. All rights reserved. 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It is estimated that the Library of Congress now holds 470 terabytes of data (as of October 2013). The LC expands at a rate of 5TB per month, 10,000 items per day, and takes up close to 530 miles of shelf space. PROCESS THAT! 1.7x the number of CPUs that the Swiss Tropical Institute uses to simulate the transmission dynamics and health effects of malaria (15,653). MR. WATSON, COME HERE, I WANT TO SEE YOU 6.25x the RAM of the IBM computer Watson, against which Jeopardy! contestants competed (and lost... Watson had 16TB of RAM) REAL RESULTS SUCCESS STORIES FIGHTING POVERTY AND INJUSTICE FOR WORLD VISION 10,000 gift catalogue donations CONSIDERATION FOR BUICK SALES FOR BMW 450% 40% of new car sales influenced* lift in brand consideration *Q2, 2012 North American sales Emmy Award Winning Original Programming ® One of America’s most prestigious & awe-inspiring brands Connecting advertisers to an affluent, influential viewership In HD, online, on demand and on-the-go Now Nielsen rated MAKE THE BRIGHT CHOICE Smithsonian Channel is where curiosity lives, inspiration strikes and wonders never cease. This is the place for awe-inspiring stories, powerful documentaries and amazing entertainment. TM AERIAL AMERICA SHARK GIRL See the USA in a new way as you take an astonishing journey by air over all 50 states and experience the wonders of our amazing country from above. 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SO GET CURIOUS, GET ENGAGED AND GET IN TOUCH: Mary Ellen Bottone VP, Advertising Sales Phone: 212-708-1604 / Fax: 212-708-3234 [email protected] smithsonianchannel.com ©2014 SNI/SI Networks L.L.C. All rights reserved. Smithsonian Channel is a trademark of Smithsonian Institution. SNI/SI Networks L.L.C. is an authorized user. Emmy® is a registered trademark of the Academy of Television Arts & Sciences. TO DISCOVER HOW WE CAN HELP YOU REDUCE COSTS WHILE ACHIEVING BETTER TESTING SIMPLY COME TO OUR TABLE. THE FUTURE BELONGS TO COMPANIES THAT THINK BIG. We can help you every step of the way. To uncover the valuable insight. The major opportunity. The big idea. Growth from Knowledge www.gfk.com Upload, Send, Relax Comcast addelivery is an industry leading provider of advertising delivery and support services that is changing the customer experience through simplification, partner collaboration and efficiency with a commitment to excellence. www.comcastaddelivery.com Visit us at the 2014 Brand Masters ConferenCe A ComCAst WholesAle serviCe You’ve nailed it. That great content marketing program that plays right into your product positioning and makes your brand irresistible to customers. But how do you scale the impact beyond posting on social channels, praying for search traffic or going native on a proprietary publisher network? BUILD A REAL AUDIENCE FOR YOUR CONTENT www.onespot.com Hovercrafts, Drones, Time Travel, Programmatic TV The future is scary, we can help. Simulmedia is innovating television advertising with web-like ad targeting and measurement. Far from scary, Simulmedia’s audience-based TV campaigns supplement existing TV buys by targeting people instead of programs. Ready to make every spot count? Check out Simulmedia’s new online tools and call today to find out how we can help with your next TV advertising campaign. Be sure to stop by our table to learn more about audience-based TV campaigns. Check us out at: www.simulmedia.com. Email us at [email protected]. Or call us at 646-201-9420 ANA Events 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 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. Mar 30–Apr 1, 2014 | Boca Raton, FL April 23–24, 2014 | Washington, DC Media Leadership Conference Advertising Law & Public Policy Conference May 4–7, 2014 | Naples, FL July 13–15, 2014 | Dana Point, CA Advertising Financial Management Conference Digital & Social Media Conference October 15–18, 2014 | Orlando, FL November 9–11, 2014 | Miami Beach, FL Masters of Marketing Annual Conference Multicultural Marketing & Diversity Conference Members-only conferences are a complimentary benefit of ANA membership and are open to current members and invited guests only. ANA holds over 20 members-only conferences a year in locations throughout the country. Webinar Wednesdays 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. Visit www.ana.net/events for more events ANA Commercial The Found Money of State Production Incentives ANA Brand-Specific Commercial Ratings Benefits and Solution Providers incentives their states. Although such to shoot commercials in increasingly incentives to advertisers states and have become Many states now offer financial more recently they have expanded to additional percent of production ago, from between 15 to 30 originated about ten years significant, often ranging the process for The savings can be quite of these incentives, outline attractive to advertisers. is to provide an overview The purpose of this paper this incentive money. spending in that state. is competition to acquire advertisers aware that there participating, and make opportunities the and incentives of state commercial production be aware of the benefits “All advertisers should budgets.” to positively impact production Valerie Light What’s Inside? ANA/4A’S WHITE PAPER Manager Broadcast Production Verizon Management Committee Co-Chair, ANA Production Agency Selection Briefing Guidance LEADERSHIP INDUSTRY THOUGHT desire is to investment. Their long-term becomes create jobs and attract incentives help states programs and commercials) (feature films, television Pure and simple, production show that investment so that filmmaking Several studies, by firms including Ernst & Young, encourage infrastructure in economicInside? tax base. to seven times) is created What’s of a state’s industry and of that dollar (e.g., four an integral component dollar spent, some multiple Guidance.... 3 Agency Selection Briefing for each production incentive place. Guidelines for Agency the project takes and 4A’s published the ................. 3 activity in the state where In October 2011, the ANA for both clients and 1. Initial List/RFI Phase practicesstate » incentives incentives. The publicize best production and these Those document from to process. Search historically benefited greatly and selectionparticular state. Incentive programs ........... 5 have in the agency search a 4A’s websites. » 2. Semi-Finalist/RFP Phase to produce inand agencies to consider The film and television industries the decision the respective ANA for making In the feature film arena, 10 companies can be accessed on approval on the shoot location. beenPhase ......................... 3. Finalist final » are clearly geared to reward guidelines give and advertisers have fund productions there is an studios. More recently, 12 in building target the companies that the ANA and 4A’s believe Summary .......................... are the major motion picture very successfulGuidance been incentives search/new these As a follow-up to those guidelines, agency as many states of the have quality, the largest recipients of the productivity sacrificing improve without ........... 13 further specific to achieved be opportunity by developing Task Force Members.............. participating. Savings can for both agencies and advertisers, the industry. process, required businessby of agency selection briefing the production infrastructure guidance around the subject Background Background best practices selection process. throughout the entire agency to put more advertisers the opportunity incentive state can give “Shooting in a production in local economies.” simultaneously investing dollars up on screen, while Objective Executive Summary a thoughtful briefing that Incentives or agency search, requires to the agencies as Commercial Production that every phase of a review, provide escalating information The Found Money of StateThe ANA/4A’s task force believes The review process should (including any strategic to the agency. to the later phases provides specific direction (e.g., RFI, RFP, credentials) from the initial phases the review progresses and finals presentations). and/or speculative work of client briefing information. different types and levels Each review phase warrants Information (RFI) Phase Initial List/Request for ................ 1 4 ............... » INVIDI Technologies 6 ..................... Interest in Ratings for 2013 ANA SURVEY Individual REPORT The Rise of the In-House Agency » Kantar Media ........................ 8 ....... » Nielsen ........................ SURVEY RESEARCH 10 ................ you preliminarily information that will help as the ability to collect Think of the RFI phase don’t meet your criteria. eliminate agencies that for the final selection and Not Interested 5% » PrecisionDemand ........................ Benchmarks and Trends 13 . Neutral 13% and advocates of leadership initiatives. Committees provide eyes, ears, and a voice: ................ 15 Interested 82% 17 .......... » TRA ........................ .................... 19 Appendix ........................ ................21 Q7. Currently, ratings for individual the average of all the commercials commercials are not available. Nielsen provides ratings for in a program. How interested available for each individual would you be in having commercial? ratings Source: ANA 2011, Leveraging TV for Growth Survey The Benefits of Commercial Ratings ANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings. Better Knowledge/Inc reased Accountability • Commercial ratings would provide more granular data to better inform the • Marketing mix models decision-making process. could be or may not reflect the delivery input with brand-specific commercial metrics rather than for that specific brand) to provide increased accountability. averages (which may Brand-Specific Commercial Ratings qualify a list of agencies about many agencies. is to gather basic information introducing themselves. • The purpose of an RFI any customized work beyond make asking the agencies to do to allow the agencies to • At this point, you’re not expectations as a client about the search and your • Share enough information fit. whether this is a good an informed decision about Commercials ANA committees are key originators » Rentrak ........................ » Simulmedia ........................ of their production John Lick Production Executive Producer, Broadcast Target Corporation unfamiliar with the fundamentals who areCommittee Management for clients ANA Production basic guidance in agency selection briefings is to provideCo-Chair, The intention of this document agency selection process, and give clients experienced the of briefing an agency during to consider. additional best practices 1 Benefits ........................ Solution Providers » comScore........................ 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 In a 2011 survey, 82 percent of members surveyed expressed is high. interest. These findings are consistent with other surveys ANA has done over the years, including those in 2004 and 2006. ANA surveys are based on topics as critical issues and emerging identified by the ANA and its membership trends that nearly all marketers face today. Access all ANA survey reports at: www.ana.net/surveys • 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. 64 www.ana.net presenting sponsor: conference sponsors: exhibitors: | GfK | Comcast AdDelivery Simulmedia | StickyDocs Animatic Media One Spot ANA | | 708 Third Avenue – 33rd Floor | New York, NY 10017 | | xAd P: 212.697.5950 | www.ana.net

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