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Content Marketing
Members-Only Conference
Wednesday, March 12, 2014 | Charles Schwab & Co. Inc. | San Francisco, CA
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Table of Contents
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Agenda............................................................................. pg 2
Speaker Bios�������������������������������������������������������������������� pg 4
Attendees......................................................................... pg 7
ANA Member Benefits�����������������������������������������������������pg 15
www.ana.net
1
Agenda
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
WEDNESDAY, MARCH 12, 2014
Breakfast (8:15 a.m.)
General Session (9:00 a.m.)
BENJAMIN MOORE USES CONTENT TO
CONNECT WITH DIFFERENT AUDIENCE
SEGMENTS
Staying true to their namesake’s 130+
year-old vision, Benjamin Moore & Co.
is committed to producing the highest
quality paints and finishes in the industry. But marketing to their disparate
target markets (contractors to homeowners, as well as designers and architects) can be a multi-channel challenge.
In this session, Benjamin Moore will
share insights on two recent campaigns
that were dependent on the creation
of a variety of content to successfully
engage the targets and drive business.
David Melançon
Executive Vice President and Chief Marketing Officer
Benjamin Moore & Co.
Matt Williams
Chief Executive Officer
The Martin Agency
CHARLES SCHWAB EMBRACES A
“BRAND AS PUBLISHER” CONTENT
STRATEGY
Brand as publisher is a trend more and
more marketers are embracing. But
exactly how do companies implement
this approach, and how does it work
within the existing marketing organization and processes? Charles Schwab
shares its learnings in building out a
content marketing program across
owned, paid and social media,
www.ana.net
to expand the opportunity to engage
consumers and to build brand affinity
in a new way that complements traditional advertising.
Helen Loh
Vice President, Content and Digital Marketing
Charles Schwab & Co. Inc.
Tami Dorsey
Editorial Director
Charles Schwab & Co. Inc.
INTEL DEVELOPS A BRANDED
CONTENT FORMULA TO ENSURE
REPEATED SUCCESS
When Intel & Toshiba launched “The
Inside Experience” in 2011 it was
groundbreaking. By focusing on the storyline vs. product, the video captured
audiences’ emotions and has evolved
to include them in the creative process.
Now three years later, Intel has continued to follow up on this award-winning
content marketing campaign with two
additional viral hits “The Beauty Inside”
and “The Power Inside.” In this session,
Intel will share the strategy and PR surrounding their Inside Film series, including their media and content distribution
approach, and discuss key learnings
they’ve gathered over time to consistently create “sticky” branded content.
Billie Goldman
Partner Marketing
Intel Corporation
THE 2020 CONTENT MARKETING
IMPERATIVE: BEYOND THE
BUZZWORDS AND INTO REALITY
Content marketing is all the rage, but
is it just a trendy fashion or another
word for good advertising? How do you
2
balance different content strategies for
different types of brands, or measure
real results? The next five years will see
a strategic inflection for marketing and
advertising, and content will be at the
core. This session will talk through the
business case, the process, the tactics
and real-life examples of how real
brands are using content to drive real
marketing results.
Robert Rose
Chief Strategist
Content Marketing Institute
Lunch (12:50 p.m.) General Session Cont. (1:50 p.m.)
THE VALUE OF MUSIC TO A BRAND
AND ITS FUTURE CONTENT MARKETING
PROGRAMS
Music is one of the most powerful forms of content. It is emotional,
social, mobile, and cultural. It is also the
number one media activity for millennials, a critical demographic in this ever
evolving fanatical digital and content
age. For marketers however, the challenge to use music is the struggle in
quantifying what value this medium
brings to their campaigns. Sony Music
has launched a study of 30,000 US
consumers about attitudes and behaviors toward music, artists, and brands;
bringing greater scientific rigor and tools
to explain the value of music to a brand
and its future content programs.
Toni Wallace
Director, Strategic Marketing and Partnerships
Columbia Records, Division of Sony Music
Agenda
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
HOW ADOBE AIMS TO HELP
MARKETERS AND ITS OWN BRAND
WITH CMO.COM
CMO.com, Adobe’s big play in the
content marketing space, delivers digital
marketing expertise and insight to marketers. What it doesn’t deliver is a sales
pitch. In this session, learn Adobe’s
strategy for leveraging CMO.com to
reach more marketers and strengthen
its own brand and the challenges that
come with tying brand-as-a-publisher
efforts to measurable marketing results.
Get an under-the-hood look at how
CMO.com operates, how it fits in to
Adobe’s biggest brand objectives, and
lessons for your own brand on getting
the most out of content marketing.
Dan Berthiaume
Principal, CMO Communications
Adobe
Conference Adjournment (3:30 p.m.) www.ana.net
3
Speaker Bios
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Dan Berthiaume
Dan Berthiaume leads CMO-focused marketing & communications programs in support of advancing
Adobe’s business and brand in the digital marketing industry. This includes executive communications
for the chief marketing officer, strategy for Adobe’s CMO events and management of CMO.com—an
Adobe- owned website delivering digital marketing insights and information to senior marketers. Prior to
joining Adobe, Mr. Berthiaume managed executive communications for the founder and chairman of Sun
Microsystems. With more than 15 years in the technology marketing industry, he’s held marketing and
communications positions on behalf of a number of leading companies including Yahoo!, Qualcomm and
Hewlett-Packard. Mr. Berthiaume was previously an award-winning new producer for NBC and ABC TV
affiliates in Florida. He holds a BS in marketing & public relations from Jacksonville University.
Principal,
CMO Communications
Adobe
Tami Dorsey leads Schwab’s editorial department, which is responsible for the firm’s print magazines and
digital editorial content. The group seeks to present financial topics in a variety of formats that engage and
educate readers, helping them to explore new areas of investing, trading and personal finance and make
more informed financial decisions. Prior to joining Schwab, Tami was a consultant for a marketing firm specializing in financial services and led corporate communications for a venture capital research firm. Earlier
in her career she managed magazines focused on software and web development.
Tami Dorsey
Editorial Director
Charles Schwab &
Company, Inc.
For 17 years Billie Goldman has been an innovator for Intel. She has worked in press relations, sales, brand
development and co-marketing. In each role, Billie has left an indelible mark as a creative catalyst. Billie’s
most recent accomplishment is the creation of Inside Films, Hollywood’s first trilogy of successful social
films, a co-marketing effort with Toshiba. In 2013, her second social film “The Beauty Inside” earned an
Emmy for “Outstanding New Approach to a Series” in addition to 11 Lions, 3 of which were Grand Prix from
Cannes. Billie is known for her contagious enthusiasm, her ability to build long-term relationships and her
talent for turning often high-concept ideas into memorable consumer experiences.
Billie Goldman
Partner Marketing
Intel Corporation
www.ana.net
4
Speaker Bios
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
As senior vice president of content & digital marketing, Ms. Loh oversees Schwab’s brand publishing organization, focusing on creating useful content to influence the digitally and socially empowered investor. Ms.
Loh is also responsible for Schwab’s owned-media and social channels reaching millions of consumers each
month, including Schwab.com, mobile content properties, branded publications, Google+, YouTube and
Facebook. Ms. Loh has over 20 years of marketing experience with Fortune 500 brands and Silicon Valley
startups, from consumer brand management to B2B software. Ms. Loh earned a bachelor’s degree and a
MBA degree from Stanford University.
Helen Loh
Senior Vice President,
Content and Digital
Marketing
Charles Schwab &
Company, Inc.
David Melançon
Executive Vice President
Chief Marketing Officer
Benjamin Moore & Co.
Robert Rose
David Melançon is the executive vice president and chief marketing officer of Benjamin Moore & Co., a
unit of Berkshire Hathaway, and North America’s most respected interior and exterior paint manufacturer
and color authority. Mr. Melançon directs the brand, marketing and creative strategy for all businesses of
Benjamin Moore & Co., including Benjamin Moore, Coronado, Corotech, Insl-x, Maxum and Lenmar. He
oversees strategic alliances, consumer and retail marketing, communications, color innovation and product
development. Mr. Melançon reports directly to Michael Searles, the president and CEO of Benjamin Moore &
Co. A veteran brand strategist with nearly three decades of experience, David Melançon brings to Benjamin
Moore his deep understanding of marketing some of the world’s best-known brands. Prior to Benjamin
Moore, Mr. Melançon was the CEO of The Ito Partnership, a brand development company that he created in
New York City. Before launching Ito, he was president of IPG’s FutureBrand unit in North America and led
the agency’s relationships with global clients including Microsoft, Coca-Cola, Intel and Unilever. Before that,
Mr. Melançon served as head of communications for Visa. Melançon completed his undergraduate studies
at the University of Maryland (political science) and graduate studies at both Keio University in Tokyo (Asian
studies) and the University of Oklahoma (political communications).
Robert is in the business of helping marketers become stellar storytellers. As the chief strategist for the
Content Marketing Institute and Senior Contributing Analyst for Digital Clarity Group, Robert innovates
creative and technology strategies for large companies such as 3M, Abbot Laboratories, AT&T, Allstate
Insurance, Staples and Petco – helping them tell their story more effectively. Robert was recently named
#6 in the top fifty influencers in Content Marketing. He is a regular columnist for EContent Magazine, and a
contributor to Chief Content Officer Magazine, iMedia Connection and CMSWire. He co-hosts the podcast
This Old Marketing with Joe Pulizzi and Robert’s book with Joe, Managing Content Marketing, is widely considered the “owner’s manual” of the content marketing process. It’s been translated into multiple languages
and spent two weeks as a top ten marketing book on Amazon.com since its debut in 2011.
Chief Strategist
Content Marketing
Institute
www.ana.net
5
Speaker Bios
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Toni Wallace
Toni Wallace is the director of strategic marketing at Columbia Records Creative Agency. She is responsible
for brand partnerships and platform development initiatives for the west coast. Toni has spent the last ten
years of her career in marketing and business development in technology, entertainment, and new media.
Throughout her career Toni has always had a passion for music and has worked for a number of leaders in
the space including Warner Music, Beats by Dr. Dre, C3 Presents, and Billboard Magazine. Prior to working
in the music industry, Toni worked at Microsoft in a variety of businesses including XBOX, Windows Mobile,
and the Worldwide Partner Group. She also ran her own agency doing strategy and product development
for startups in advertising and new media. Toni has a BA in Finance and Marketing from Northeastern
University and an MBA in Entrepreneurship and Marketing from the University of Texas at Austin.
Director, Strategic Marketing
and Partnerships
Columbia Records,
Division of Sony Music
Matt Williams
Chief Executive Officer
The Martin Agency
www.ana.net
Matt Williams was named CEO of The Martin Agency in 2013, only the fifth person to serve in the role
since 1965. Continuing a career that began at Ketchum Advertising in Philadelphia, Matt joined The Martin
Agency in 1991 as an account executive. He became a part of the strategic planning department in 1995
and was named general manager of the agency in 2011. Matt has led U.S. and global strategy development
for Discover Financial Services, Nespresso, GEICO, UPS, Saab and Credit Suisse. He has managed strategy on Effie-winning campaigns for UPS, Bank One and GEICO and has received account planning awards
from the American Association of Advertising Agencies for both Saab and UPS. A contributing author to
the best-selling book Kellogg on Branding, Matt also speaks regularly on advertising and marketing topics
around the country. He has consulted on communications strategy with the U.S. State Department and the
U.S. Department of Defense. Matt holds a marketing degree from the College of William and Mary and an
MBA from the Kellogg School of Management at Northwestern University. He currently serves on the boards
of the Richmond Chamber of Commerce and Venture Richmond. Matt and his wife, Betsy, live in Richmond
with their sons, Patrick and Ethan.
6
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Abraham, Julieann
Banda, Melyssa
Bogie, Amber
Butier, Michael
Senior Director, Member Relations
Director
Marketing Communications Specialist
Marketing Program Manager
ANA
WESTERN DIGITAL
Blue Shield of California
Wells Fargo & Co.
Adachi, Allison
Blue Shield of California
Barasch, Ron
Boscacci, David
Byrne, Kasey
Senior Director, Marketing
National Director Marketing Strategies
and Programs
Chief Marketing Officer
Adrian, Lynn
Yodlee, Inc.
KPMG LLP
Vice President, Brand Strategy Manager
Barriault, Stephanie
Wells Fargo Bank
Marcom Manager
Bouey, Kristin
Plantronics, Inc.
Senior Account Executive
Advani, Priyanka
Microsoft Corporation
Futures Associate
Barth, Eric
Franklin Templeton Investments
Campaign Manager
Bourelly, Joseph
Intel Corporation
Director of Commentary
Ahn, Joe
Cardlytics, Inc.
Byrnes, Shea
Web Marketing Manager
Autodesk, Inc.
Caldwell-Wenman, Alexzandra
Intuit Inc.
Franklin Templeton Investments
Camarri, Lesa
Senior Creative Director
Brand, Jeff
Apollo Education Group, Inc.
Intel Corporation
Senior Art Director
Vision Service Plan, Inc.
Akchurin, Whitney
Berenson, Rich
Associate Marketing Manager
Senior Manager, Social Media Marketing
Strategy
Bell, Keith
Franklin Templeton Investments
Alderman, John
Director, Planning, C2
Charles Schwab & Company, Inc.
Andrews, Lesley
Group Marketing Manager
Intuit Inc.
Angeloni, Richard
Director, Integrated Marketing
Communications
Brown & Toland Physicians
Apy, Jennifer
Product Marketing
Adobe Systems Incorporated
Armstrong, Ben
Head of Marketing Strategy and Planning
Visa Inc.
Bailey, Carissa
Associate Manager, Conferences
ANA
Ballenger, Gina
Digital Media Manager
Wells Fargo & Co.
www.ana.net
Manager
Plantronics, Inc.
Carlton, Miki
Senior Vice President, Chief Business
Development Officer
Breheney, Jean
Deloitte
Meredith Xcelerated Marketing
(MXM)
Earthbound Farm
Breslin, Karena
Senior Vice President, Global Advertising
and Sponsorships
Berkey, Hilary
Vice President of Digital Marketing
Franklin Templeton Investments
Marketing Communications Manager
Constellation Wines U.S.
Senior Strategist and Consumer Insights
Constellation Wines U.S.
Brezovnjacki, Leonia
Cisco Systems, Inc.
Berthiaume, Dan
Principal, CMO Communications
Senior Marketing Manager
Carrico, Lucy
Challis, Ann
Director
BlackRock, Inc.
Adobe Systems Incorporated
Brigham, Courtney
Chan, Gavin
PR Strategy and Thought Leadership
Associate
Bhattacharya, Paramita
Adobe Systems Incorporated
BlackRock, Inc.
Group Manager, Channel and Demo
Marketing
Broadbent, Becke
Chapman, Will
Senior Web Marketer
Chief Revenue Officer
Autodesk, Inc.
BrightLine
Brown, Donald
Chavez, Jack
Vice President, Retail Marketing and
Advertising
Creative Director
Adobe Systems Incorporated
Bianchini, Karen
Director of Marketing
California State Automobile
Association (CSAA)
Union Bank
Birskovich, Dre
Bruhn, Morten
PR and Social Media Marketing Manager
Market Development Leader
Earthbound Farm
Bockelmann, Erica
Vice President CCS Social Media/Mobile
Marketing
Chen, Emily
Bryles, Meighan
Intel Corporation
The Men’s Wearhouse, Inc.
7
Chen, Daisy
Intel Corporation
KPMG LLP
Creative Director
Wells Fargo & Co.
Intel Corporation
Marketing Manager
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Chew, Josephine
Cooper, John
DeMartini, Gina
Eckmann, Melissa
Vice President - Digital Advertising
Senior Marketing Manager
Director
Communications Manager
Wells Fargo & Co.
Blue Shield of California
Charles Schwab & Company, Inc.
Wells Fargo & Co.
Christofferson, Patricia
Corcoran, Janine
Depenhart, Courtney
Edmondson, Brandi
Director, Americas Marketing
Director of Corporate Alliances
Channel Manager
Marketing Coordinator
Symantec Corporation
Six Flags, Inc.
Franklin Templeton Investments
Blue Shield of California
Ciccoli, Lisa
Cramer, Agnese
Devanna, Len
Edmondson, Lauren
Local Marketing Specialist
Marketing Specialist
Director Digital Engagement
Senior Manager
IKEA North America
California Lottery
PricewaterhouseCoopers
Charles Schwab & Company, Inc.
Cistaro, Anthony
Cronin, Jennifer
Dicks, Robert
Edwards, Roxanne
Vice President
Director, Social/Digital Content
Senior Director, Media Relations
Marketing Manager
BlackRock, Inc.
BlackRock, Inc.
Cisco Systems, Inc.
Clark, Hillary
Cruz, Michael
Lucile Packard Children’s Hospital
Stanford
Futures Associate
Director of Marketing
Director, Marketing Procurement
Franklin Templeton Investments
Columbus Foods, LLC
Diep, Lynn
Clark, Rhonda
D`Itria Geigner, Dayna
Senior Search Engine Marketing Manager
Senior Director, Marketing
Communications
Logitech
Clark-Tan, Jorge
Herbalife International, Inc.
Senior Marketing Manager
Dantzler, Mary
Intuit Inc.
Manager, Digital Asset
Climo, Bob
DASALLA, KEANE
Lam Research
Cinematographer and Film Editor
Art Director
Dasho, Jenifer
Autodesk, Inc.
Brand Manager
Colon, Geoffrey
Day, Bria
Microsoft Corporation
HumanaVitality
Condie, Stefanie
DeBerry, Gary
Group Manager, Campaign Messaging
and Planning
Database Marketing Analyst
Adobe Systems Incorporated
Cook, Andrea
Senior Marketing Manager
Charles Schwab & Company, Inc.
Coonce, Bridget
Bank of the West
www.ana.net
Dietzen, Ryan
California Closets
Eschenburg, Anna
DiSalvo, Doreen
Salesforce.com
Esfehani, Christina
Do, Ena
Franklin Templeton Investments
Director, Product Insights
Kaiser Permanente
Exon, Wesley
Dorsey, Tami
Ancestry.com Inc.
Content Marketing Manager
Charles Schwab & Company, Inc.
Falker, Jonathan
Doshier, Michael
Intel Corporation
Vice President Retirement, Global Client
BlackRock, Inc.
Marketing Manager, Engagement
Traditional Medicinals, Inc.
Editorial Director
Marketing Manager
Director of National Marketing
Adobe Systems Incorporated
Communications Manager
Tria Beauty
Group Marketing Manager - Social Media
- Bing Ads
Erbay, Lois
Shopper Marketing Lead
Constellation Wines U.S.
Johnson & Johnson
Union Bank
Insights Analyst
Constellation Wines U.S.
Director, Corporate Communications
Coeur, Kirsten
Vice President
Senior Marketing Manager
Ennis, Tara
Partner Marketing
Franklin Templeton Investments
Feldman, Jesse
Duckett, Josh
ANA
Brand Marketing Manager
Manager, Marketing Knowledge Center
Lucile Packard Children’s Hospital
Stanford
Feldman, Katie
Adobe Systems Incorporated
Dunn, Susan
Union Bank
Del Valle, Luis
Senior Manager, Editorial and
Copywriting
DeFurio, Lori
Group Product Manager
Vice President - EMarketing
Charles Schwab & Company, Inc.
Union Bank
8
Vice President, Senior Marketing
Manager
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Feliciano, Tricia
Fulton, Dana
Goldman, Billie
Marketing Consultant
Marketing Consultant
Partner Marketing
Wells Fargo & Co.
Wells Fargo & Co.
Intel Corporation
Fiorito, Valeria
Garcia, Michelle
Associate Director of Marketing
Senior Manager
Columbus Foods, LLC
Charles Schwab & Company, Inc.
Gombeski, Peter
Wells Fargo & Co.
Fisher, Matt
Charles Schwab & Company, Inc.
Garcia, Vanessa
Flanigan, Melanie
Local Marketing Specialist
IKEA North America
Senior Marketing Director
Garner, Julie
Yodlee, Inc.
Director
Foerster, Emily
Charles Schwab & Company, Inc.
Director, Content and Communications
Sungevity Inc.
Independent
Greenawalt, Hans
Herout Zell, Kathryn
Local Marketing Specialist
Manager - Product Management
IKEA North America
Franklin Templeton Investments
Greicius, Julie
Herr, Andreas
Editorial Director
Senior Manager Global Content Strategy
Lucile Packard Children’s Hospital
Stanford
Levi Strauss & Co.
Marketing Consultant- Premier Accounts
Gee-Kee, Robert
Senior Manager-eMarketing
Vice President, Commercial Banking
Marketing
Griffin, Matt
Bank of the West
Chevron Corporation
National Accounts
Geney, Kirsten
United States Postal Service
Lead B2B Market Manager
Forcier, Sally
Marketing Specialist
Gerhard, Olivia
California Lottery
Senior Manager
Francis, Julia
Gerrish, Cliff
Autodesk, Inc.
Web Content Writer
Gessin, Erika
Lucile Packard Children’s Hospital
Stanford
Digital Marketing Manager
Franks, Tracey
Giles, Tara
Friedman, Madalyn
Gilmartin, Jessica
DoubleClick
Fuji, Liane
Gingras, Jennifer
www.ana.net
Vice President Marketing
Constellation Wines U.S.
Gupta, POORNIMA
Senior Managing Editor
EBay, Inc.
Gutierrez, George
Director, Content Strategy, Editor in Chief
Plantronics, Inc.
Haines, Rob
Manager, Marketing
Service Experts Inc.
Hancock, Jason
Product Marketing Manager
American Licorice
Wells Fargo & Co.
Guggino, Jon
Assoc. Director
KPMG LLP
Creative Director
Chevron Corporation
Constellation Wines U.S.
LPL Financial
Director of Marketing
Corporate Advertising Manager
Franklin Templeton Investments
Internal Communications Manager
Senior Copywriter, BrandPartners
Griffin, Maureen
Charles Schwab & Company, Inc.
Web Marketing Manager
Frank, Kelly
Advertising Advisor
Vision Service Plan, Inc.
Senior Manager
Charles Schwab & Company, Inc.
Hansen, Michelle
Web Editor
Marketing Program Manager
Autodesk, Inc.
Wells Fargo & Co.
9
Delta Dental
Heald, Erika
Foote, Adrienne
Forbes, Amelia
Marketing Manager - Hispanic Segment
Director of Customer Engagement
Humana Inc.
Charles Schwab & Company, Inc.
Haskell, Rocio
Goodrich, Anne
Gavic, Aaron
Bank of the West
Multicultural Marketing
Harrison Howe, Linda
Charles Schwab & Company, Inc.
Herzog, Tami
Blue Shield of California
Heyman, Jennifer
Social Media Manager
Wells Fargo & Co.
Hickenbottom, Trisha
Assistant Manager, Advertising
Nintendo of America, Inc.
Hildebrand, Jana
Marketing Manager
Autodesk, Inc.
Hill, Heidi
Manager, Marketing
EBay, Inc.
Hiole, Reynald
Senior Marketing Manager
Blue Shield of California
Hitzke, Emma
Marketing Manager
Intel Corporation
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Hollrah, Bethany
Vice President, Global Product Marketing
Franklin Templeton Investments
Housel, Matthew
Senior Product Marketing Manager
Franklin Templeton Investments
Howard, Zane
Marketing Manager
Columbus Foods, LLC
Hynek, Ann
Global Social Media Associate
BlackRock, Inc.
Isham, Alan
Analyst
Intel Corporation
Jacobs, Matthew
Jones, Kevin
Central Garden & Pet Company
Kramer, Laura
LeGette, Suzanne
Web Content Manager
Digital Marketing Specialist
BlackRock, Inc.
Intel Corporation
Manager - Client Communications
Kraus, Kerri
Leonard, Shanna
Franklin Templeton Investments
Managing Director
Vice President, Marketing Programs
Charles Schwab & Company, Inc.
BlackRock, Inc.
Kudirka, Suzanne
Blue Shield of California
Lewin, Josanna
John Muir Health
Kaplan, Jill
Kung, Michelle
Lead Comm Manager
Lead Manager, Social Strategy and
Content
Lewis, Kimberly
EBay, Inc.
California Lottery
Brand and Strategy Consultant
Lammers, Emily
Lewis, LeighAnne
Kaiser Permanente
Associate
Advertising Wrangler
BlackRock, Inc.
Electronic Arts, Inc.
Juarez, Alexandra
Kao, Anne
Director, E-Business
Vision Service Plan, Inc.
Kelly, Barbara
Kelly, Michael
Affinity Marketing Manager
Sungevity Inc.
Marketing Analyst II
Media/Consumer Communications
Manager
Landgraf, Kristina
Liberti, Vivian
Executive Sponsor
Financial Writer
MarCom Design Specialist
Salesforce.com
American Licorice
Franklin Templeton Investments
Stanford Hospital & Clinics
Jacobson, Sharon
Kepler, Amy
Laquimia, Ana
Licata, Barbara
Director of Client and Member Marketing
Marketing Director
Partner Marketing Specialist
Marketing Communications Specialist
Vision Service Plan, Inc.
Visa Inc.
Intel Corporation
Chevron Corporation
Jeffries, Karen
Khanuja, Shanu
Senior Training Manager
Monterey Bay Aquarium
Amgen Inc.
Lau-Chin, Millie
BlackRock, Inc.
Loftus, Kate
Manager Public Relations
Jeffs, Kelsey
Kidwell, Melissa
Marketing Manager
Marketing Manager
Ancestry.com Inc.
Expedia, Inc.
Johnsen, Aly
Kilby, David
LGSB Manager
Senior Marketing Manager
Blue Shield of California
Intuit Inc.
Lucile Packard Children’s Hospital
Stanford
Johnson, Nicole
King, Melissa
Manager
IShares Content Marketing and Strategy
Intern, Consumer Brand Management
Lee, Jungah
BlackRock, Inc.
Johnson, Patricia
Vice President, Director of Operations
Union Bank
Johnson, Winter
Media Relaions Manager
Lucile Packard Children’s Hospital
Stanford
www.ana.net
Lee, James
Loh, Helen
Agilent Technologies
Senior Vice President
Content and Digital Marketing
Senior Digital Marketing Manager
Web Marketing Manager
Autodesk, Inc.
Klionsky, Alla
Lee, Katie
Senior Manager
Global Account Manager
Charles Schwab & Company, Inc.
Intel Corporation
Koeth, Barbara
Lee, Nicole
Manager, Editorial and Copywriting
Content Strategy Manager
Charles Schwab & Company, Inc.
McKesson Corporation
10
Apollo Education Group, Inc.
Marketing Content Editor
Lee, Jean
Meyer US
Senior Director
Charles Schwab
Loustau, Eileen
Senior Vice President, Marketing
Pensco Trust Company
Lovett, Beth
Group Manager, Web Strategy
Adobe Systems Incorporated
Lucas, Mike
Senior Vice President
Sony Electronics Inc.
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Lugo, Dava
Marti, Candice
Melancon, David
Mulbry, Monique
Vice President WebContent
Assistant Vice President,
Marketing Manager
Executive Vice President
Chief Marketing Officer
Senior Director, Global Brand Strategy
Union Bank
Benjamin Moore & Co.
Senior Sourcing Partner, Strategic Events
Marti, Eric
Mele, Paul
Salesforce.com
Group Product Marketing Manager
Director, Brand Experience
DoubleClick
BlackRock, Inc.
Murray, Eric
Melendez, Yasmin
Charles Schwab & Company, Inc.
Marzano, Maureen
Franklin Templeton Investments
Vision Service Plan, Inc.
Lutkus, Wendy-lynn
Mathias, Renu
Global Director of Consumer Marketing,
Levi’s Brand
Director of Affinity Marketing
Mellers, Liz
Sungevity Inc.
Director
Union Bank
Lundy, Sandy
Luong, Sue
Managing Director
Levi Strauss & Co.
Lyle, Dustin
Director Strategic Sourcing
Apollo Education Group, Inc.
Ma, Robecta
Marketing Manager
Cathay Pacific Airlines
Maan, Harbinder
Manager, Industrial and Food Services,
Global Mktg and Comms
Director, Committees and Conferences
ANA
Plantronics, Inc.
Mullin, Jennifer
Visa Inc.
Senior Public Relations Specialist
Nakamura, Robin
Franklin Templeton Investments
Visa Inc.
Neeva, Teodora
Symantec Corporation
Social Media Marketing Intern
Mendenhall, Kevin
Nelson, Josh
Meyer US
Search Strategist
Maury, Michael
Brand Manager
Autodesk, Inc.
Central Garden & Pet Company
Global Social Media Manager
Mier, Chloe
Ng, Kimberly
Logitech
Consumer Brand Managing - Intern
Maxwell, Kelly
Vice President
Meyer US
BlackRock, Inc.
Professional Marketing Manager
Miller, Crystal
Nguyen, Ana
Align Technology, Inc.
Content Marketing Manager
May, Lisa
Consumer Marketing
Knowledge Universe
Nintendo of America, Inc.
Nicewonger, Barbara
Almond Board of California
Mazurek, Lori
MacLeod, Trey
Marketing Consultant
Mirkin, Cindy
Blue Shield of California
Senior Manager - MARCOM
Mc Kenna, Will
The Capital Group
Charles Schwab & Company, Inc.
Intel Corporation
Mohiuddin, Junai
Nielsen, Kristina
Vice President
MarketShare Partners
Maggipinto, Donata
Creative Director, Content
Walmart
Magoffin, Michelle
Director of Social Media
Director, Strategy Practice
McKeegan, Mary
Vice President
Senior Marketing Manager
Bank of the West
Account Manager, Intel Studios
Vice President, Interactive Marketing
PricewaterhouseCoopers
Bank of the West
Moolla, Roohi
Nordstrum, Christopher
New Trends Leader
IMC-Media and Advertising Manager
Wells Fargo & Co.
Cisco Systems, Inc.
Farmers Insurance Group, Inc.
McLaughlin, Criona
Autodesk, Inc.
Moore, Ann-Marie
Cisco Systems, Inc.
North, Erin
Manger, Jennifer
Wells Fargo & Co.
McPhee, Traci
Moore, Cory
Director, Marketing
Central Garden & Pet Company
Manning, Loretta
Senior Online Marketing Manager
John Muir Health
Raging Waters
Northcutt, Tracy
Meier, Michelle
Morrow, Stacie
Executive Assistant
Microsoft Corporation
Marsh, Catherine
Advertising and Communications
Manager
Social Media Insurance Community Lead
Esurance, Inc.
Social Media Marketing
Marketing Manager
Agilent Technologies
California State Automobile
Association (CSAA)
www.ana.net
Web Marketing Manager
Brown & Toland Physicians
11
Senior Associate Digital Marketing
Manager
Senior Marketing Manager
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Ohnuma, Nancy
Penticoff, Leslye
Read, Nerissa
Rueppel, April
Senior Manager
Direct Acquisition Marketing
Associate Marketing Manager, Social
Media
Senior Manager, Digital Marketing and
Social Media Strategy
Senior Director, Member Relations
Blue Shield of California
Sungevity Inc.
Kaiser Permenente
Oreta, Ashley
Pham, Joseph
Redding, Nicole
Digital Advertising Media Associate
Senior Business Leader
Senior Communications Manager
Franklin Templeton Investments
Visa Inc.
Pensco Trust Company
Ortiz, Mark
Phillips, Holly
Reese, Jeff
National Interactive Marketing Manager
Usability and Research Manager
Senior Director, Global Brand Marketing
American Honda Motor Co., Inc.
Agilent Technologies
Woodman Labs
Osheroff, Tamara
Philp, Kerry
Reigel, Jason
Director, Formalwear Marketing
Senior Marketing Manager
Senior Manager, Marketing Procurement
The Men’s Wearhouse, Inc.
Charles Schwab & Company, Inc.
Logitech
Osuna, Joe
Pilare, Ariel
Ribero, Michael
Broadcast Media Manager
Graphic Designer
Manager
Safeway Inc.
Wells Fargo & Co.
Visa Inc.
Owens, Brian
Portet, Nicole
Robertson, Tiko
Global Head, Brand Strategy
Vice President, Advertising
Managing Director, Central Marketing
EBay, Inc.
Charles Schwab & Company, Inc.
Charles Schwab & Company, Inc.
Saure, Gabriele
Owens, Tracy
Poveromo, Maria
Rodgers, Christian
Vice President, Member Relations
Western Region
Director, Social Media
Consumer Marketing Director
Ghirardelli Chocolate Company
Adobe Systems Incorporated
Sungevity Inc.
Scarborough Laird, Liz
Quirico, Kevin
Agilent Technologies
Rogers, Chris
Blue Shield of California
ANA
Palos, Stephanie
Strategic Sourcing Analyst
Salem, Matt
Marketer
Agilent Technologies
Sanchez, Haley
Web Marketing Manager
Autodesk, Inc.
Sanyal, Amadna
Logitech
Senior Brand Manager
Marketing Consultant
A.T. Kearney, Inc.
Partner
Charles Schwab & Company, Inc.
Schmidtlin, Shelley
Director
Rose, Robert
Visa Inc.
Chief Strategist
Blue Shield of California
Marketing and Communications Manager
Content Marketing Institute
Schoenberg, Jaymie
Senior Manager, Brand Marketing
Rosenberg, Jenny
McKesson Corporation
Senior Manager
Constellation Brands U.S.
Charles Schwab & Company, Inc.
Ratterman, Linda
Pate, Steve
Director, Marketing
Charles Schwab & Company, Inc.
Scott, Mhari
Digital Marketing Manager
Rossi, Joseph
Lucile Packard Children’s Hospital
Stanford
Market Manager
Blue Shield of California
Raymonde, Lana
Ruegg, Amy
Charles Schwab & Company, Inc.
Raulwing, Roni
Patterson, Shelley
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Wells Fargo & Co.
Manager
Parker, Brenda
Paxton, Nancy
BlackRock, Inc.
Direct Marketing Program Manager
Kaiser Permanente
Raman, Emily
Esurance, Inc.
Sagar, Sonam
Rolla, Korri
Charles Schwab & Company, Inc.
Brand Strategy Associate
Cardlytics, Inc.
Strategy Consultant
Park, Sarah
Senior Manager, Online Marketing
Marketing and Events Manager
Schmidt, Melanie
Qureshi, Rita
Senior Marketing Manager
Rullo, Stephanie
Safeway Inc.
Old Navy
Senior Manager
Director, Broadcast and Video Creative
ANA
Vision Service Plan, Inc.
Managing Director
Senior Production Mgr, Marketing
Charles Schwab & Company, Inc.
Wells Fargo & Co.
12
Marketing Consultant
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Selles, Charlotte
Sornberger, Lauren
Suslow, Lorin
Tolentino, Teresa
Senior Brand Manager
Manager, Global Consumer Marketing
Associate
Campari America
Levi Strauss & Co.
BlackRock, Inc.
Senior Manager, Marketing
Communications
Serper, Natalie
Soto, Vanessa
Swenson, Sandy
Vice President Media Buying, Americas
Director
Senior Brand Marketing Manager
Toomasson, Shaunda
Forex Capital Markets
Charles Schwab & Company, Inc.
Senior Product Marketing Manager
Shah, Ashley
Spagnola, Jeff
Lucile Packard Children’s Hospital
Stanford
Marke
Senior Acquisition Marketing Expert
Blue Shield of California
Swilley, Richard
Autodesk, Inc.
Toplic, Leila
Blue Shield of California
Shapiro, Aaron
Stapleton, Eryn
Vice President, Digital Sales
Senior Business Leader
Szymanski, Jessica
Live Nation Media & Sponsorship
Visa Inc.
Shaw, Anita
Steffens, Carl
Vice President, Senior Marketing
Manager
Director
Union Bank
Shaw, Elizabeth
Manager, Digital Marketing
Constellation Wines U.S.
Shen, Mingwei
Business Process Manager
Adobe Systems Incorporated
Sheu, JC
Senior Manager
Stringer, Matt
Online Merchandising Manager
Logitech
Silverman, AJ
Vice President, Strategic Alliances
Live Nation, Inc.
Singer, Tom
Senior Sales Executive
United States Postal Service
Smith, Bruce
Lab CSI
Intel Corporation
Snyder, Michael
Senior Manager, Marketing Ops
American Honda Motor Co., Inc.
The Men’s Wearhouse, Inc.
Su, Florence
Hewlett-Packard Company
Sullivan, Sharon
Union Bank
Summers, Lisa
Digital Marketing Lead
Director, Web Content Marketing
Apollo Education Group, Inc.
Thornhill, Mary
Van De Brooke, John
Vice President, Director of Advertising
Deloitte
Union Bank
Tierney, Tracy
Vass, Tom
Head of Marketing - Defined Contribution
VSP Global
State Street Global Advisors
Tillman, Mac
Vega, Carrie
Vice President, Marketing and Creative
Services
Apollo Education Group, Inc.
Del Monte Foods
Sung, SeMe
Social Media Manager
Tincher, Jacqueline
Blue Shield of California
13
Levi Strauss & Co.
BlackRock, Inc.
California State Automobile
Association (CSAA)
Creative Designer
Marketing Manager
Valentine, Paula
PR Specialist
Vice President, Strategic Operations
Ulf, Kerstin
Thompson, Michelle
Marketing Associate
Marketing Analytics Mgr
Intuit Inc.
Vailionis, Inga
Juniper Networks
Social Media Manager
Senior Vice President, Marketing
Brand and Social Leader, Marketing
Excellence
KPMG LLP
Director, Alliance Marketing
Yodlee, Inc.
www.ana.net
Ueberle, Diane
Thompson, Lianne
Vice President Digital User Experience
Shu, Mary
Taylor, Tammy
Intel Corporation
Strijland, Paulien
Wells Fargo & Co.
Blue Coat Systems, Inc.
Brand Manager
Walmart Stores, Inc.
Manager, Marketing Communications
Franklin Templeton Investments
Thomas, Vince
Senior Content Manager
Hewlett-Packard Company:
Corporate Marketing
Marketing Database Consultant
Tucker, Charles
Wells Fargo & Co.
Streit, Kay
Microsoft Corporation
Tahai, Kia
Brand Director
Charles Schwab & Company, Inc.
Director, Marketing Community
Tsang, Rick
Wells Fargo & Co.
Director, Global Product Marketing
Stepanek, Megan
Franklin Templeton Investments
BlackRock, Inc.
Associate
Adobe Systems Incorporated
Lam Research Corp
Product Manager
Attendees
ANA Content Marketing Members-Only Conference at Charles Schwab & Co.
Verdan, Mary
Weinstein, Rich
Wilson, Cindy
Wuson, Basil
Project Manager
Senior Vice President/Group Account
Director
Senior Director, Marketing
Principal
Juniper Networks
A.T. Kearney, Inc.
Winder, Jenille
Ybarra, Megan
Integrated Marketing Manger
Advertising and Media Advisor
Safeway Inc.
Chevron Corporation
Wolfe, Katie
Yeadon, Greg
Online Community Manager
Brand Manager
Franklin Templeton Investments
Central Garden & Pet Company
Wong, Christina
Del Monte Foods
Yip, Amy
Franklin Templeton Investments
Verrall, Danni
The Martin Agency, Inc.
Senior Director
Whichard, Amanda
University of Phoenix
Senior Digital Marketing Manager
Vervaecke, Laura
Central Garden & Pet Company
LPL Financial
White, Rachel
Experian Consumer Services
Vig, Purnima
Wicke, Scott
Strategic Architect - Director IT
Manager
Franklin Templeton Investments
Johnson & Johnson-LifeScan
Wagle, Ninad
Williams, Jessica
Researcher
Manager, Marketing Operations, Internal
Activation
Yuen, Donald
Community and Social Media
Communication
Visa Inc.
Apollo Education Group, Inc.
Cisco Systems, Inc.
Williams, Matt
Wong, Sue
Zamora, Carlos
Chief Executive Officer
Manager Creative Services - Design
Marketing Consultant
The Martin Agency, Inc.
Franklin Templeton Investments
Blue Shield of California
Williams, Shelley
Wood, Chris
Zheng, Carrie
Director, Brand Expression
Product Manager
Senior Brand Manager
Alaska Airlines, Inc.
Logitech
Outerwall Inc.
Wilson, Amy
Woods, Rob
Zucca, Erika
Social Media Campaign Manager
Vice President, Creative Strategy
Associate Firm Marketing Manager
Apollo Education Group, Inc.
Wells Fargo & Co.
Franklin Templeton Investments
Associate Vice President
EBay, Inc.
Wallace, Toni
Director, Strategic Marketing
and Partnerships
Columbia Records, Division of
Sony Music
Walthers, Lisa
Relationship Marketing Manager
Sungevity Inc.
Webb, Robert
Wong, Leona
Global Sourcing Manager
Intel Corporation
www.ana.net
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Associate Marketing Manager
The Clorox Company
Marketing Manager
ANA Member Benefits
Membership with the ANA gives you the resources and opportunities to learn from your
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to network, share, and engage to make better marketing decisions, to build the overall value
of your brands, and to advance a new era of marketing industry leadership.
ANA MEMBERS
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CONNECTION
the extensive experience of
& 10,000+ brands
that collectively spend more than
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We deliver proprietary industry insight and thought leadership,
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The ANA is dedicated to providing its members with leadership that drives marketing excellence and shapes
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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.
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.
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
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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
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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,
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complete projects effectively.
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We’ve Answered
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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.
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
17
Our team of qualified, resourceful
information experts are available
for your member inquiries.
Members can access LiveChat
from 9 a.m. to 5 p.m. ET
Monday through Friday
or submit a question anytime
at www.ana.net/ask.
“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 Training
Individual Training
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?
ANA School of Marketing team workshops are
designed to help align your team with your strategic
direction. Each workshop aims to improve the way
your team performs a specific marketing task or
capability. The progressive and engaging workshops
can help your team improve how you:
• Optimize relationships with internal stakeholders
and external agencies to become a better partner.
• Create a more integrated marketing communi-
cations 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
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.
Our current individual training can help individuals:
• Capitalize on customer retention by building powerful brand equity.
• Collaborate with agencies to develop break-
through creative.
• Engage in a stronger and more focused client/
agency relationship that enhances partnerships.
• And much more!
Did you know that as an ANA member your company receives a yearly $6,000 credit
to the School of Marketing? The credit can be used to fund a half-day team workshop,
or offset the cost of a full- or multiple-day team workshop. Please be sure to check
with your company’s primary ANA contact to see about applying this credit. Or contact
us directly to find out about eligibility.
ANA Member team training credit not applicable to individual training options.
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
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
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ANA
ANA committees are key originators and
advocates of leadership initiatives.
Committees provide eyes, ears, and a voice:
•
The “eyes and ears” identify issues that the ANA should
be made aware of (and perhaps take action on).
•
The “voice” provides strong credibility to a position.
When the ANA (and our committees) has something to say,
the marketing community takes notice and listens.
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
the opportunities
and
incentives
of state commercial production
be aware of the benefits
“All advertisers should
budgets.”
to positively impact production
Valerie Light
What’s Inside?
Benefits ........................
................ 1
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
Guidelines for Agency
place.
the project takes
and 4A’s published the
................. 3
clients and
activity in the state where
In October 2011, the ANA
1. Initial List/RFI Phase
practices for both
» incentives
incentives. The
and publicize best
state production
Those
these
fromand
process.
Search to documentbenefited
greatly
programs
selection
Phase ........... 5
have historically in the agency search
a particular state. Incentive» 2. Semi-Finalist/RFP
agencies to consider
ANAinand 4A’s websites.
The film and television industries
film arena,
the decision to produce
for making
10
companies can
location. In the feature
be accessed on the respective
approval on the shoot
beenPhase .........................
3. Finalist
»have
final
are clearly geared to reward guidelines
give
and
advertisers
recently,
fund productions
there is an
believe
12
and 4A’sMore
motion picture
target the companies that
in building
the ANAstudios.
major
Summary ..........................
aretothe
guidelines,
very successfulGuidance
those
been
incentives
search/new
these As
a follow-up
agency
of the have
as many states
quality,
the largest recipients of
the productivity
sacrificing
improve
without
........... 13
further
specific
to
achieved
be
developing
Members..............
opportunity
can
by
Task Force
participating. Savings
for both agencies and advertisers,
the industry.
process,
required
businessby
agency selection briefing
the production infrastructure
around the subject of
Background
Background
best practices guidance
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
Solution Providers
» comScore........................
4
...............
» INVIDI Technologies
6
.....................
Interest in Ratings for
2013 ANA SURVEY
Individual Commercials
REPORT
The Rise of the
In-House Agency
» Kantar Media ........................
8
.......
» Nielsen ........................
SURVEY RESEARCH
10
................
Not
Interested
5%
» PrecisionDemand ........................
Benchmarks and Trends
13
.
Neutral
13%
» Rentrak ........................
................
15
Interested
82%
» Simulmedia ........................
17
..........
» TRA ........................
....................
19
Appendix ........................
................21
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
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.
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.
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
Better Knowledge/Inc
reased
•
•
Executive Summary
1
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
Brand-Specific Commercial
Ratings
Information (RFI) Phase
Initial List/Request for
a list of agencies
you preliminarily qualify
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
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.
good
a
is
this
whether
an informed decision about
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 ANA welcomes input from committee members on
leadership initiatives to consider.
www.ana.net/committees
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