Media Leadership Conference - Association of National Advertisers

Transcription

2014 ANA
Media Leadership
Conference
presented by
March 30–April 1 | Boca Raton Resort & Club | Boca Raton, 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 #ANAmedia.
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Table of Contents
2014 ANA Media Leadership Conference
presented by Google
Agenda............................................................................. pg 3
Speaker Bios�� pg 7
Attendee List��pg 15
ANA Member Benefits�� pg 29
Sponsor Information�� pg 33
www.ana.net
1
Agenda
presented by Google
SUNDAY, MARCH 30, 2014
Opening Night Dinner (8:00 p.m.)
MONDAY, MARCH 31, 2014
Sponsored by MailOnline
Registrations Opens (3:00 p.m.)
Pre-Conference Session (4:00 p.m.)
MEASURING ROI OF TV ADVERTISING
In an ever-connected world, more
people are watching more television, and
national advertisers continue to pour
dollars into the medium as it remains
the largest portion of their annual media
strategy. But today, with the ROI of television budgets scrutinized like never
before and “C-suite” executives looking
for greater accountability from marketing spend, how do advertisers tie these
media expenditures to actual business
results? This session will share best
practices of how LifeLock is improving
the effectiveness of its television media
investments and proving ROI.
Eric Fischer
Director of Media, Sponsorship, and Media Analytics
Lifelock
DIGITAL PUBLISHING:
GETTING IT RIGHT
Rich Sutton, Chief Revenue Officer for
MailOnline, will discuss top trends in
digital publishing today and discuss
how MailOnline is driving unique value
for its advertising partners. Topics like
native, real-time marketing, branded
content and high-impact ads across
desktop, tablet and smartphone will all
be explored. MailOnline is the world’s
largest English-language newspaper
web site reaching 43 million monthly
unique U.S. visitors and 187 million
worldwide. For people who want to
be part of the world’s conversation,
MailOnline is a next generation popular
news stream driven by the instinct of
seasoned journalists and continually
optimized with real-time data.
Breakfast (7:30 a.m.)
Sponsored by NUVOtv
General Session (8:30 a.m.)
WELCOME
Craig Geller
SVP, Ad Sales
NUVOtv
OPENING REMARKS
Suzie Reider
Managing Director, Brand Solutions
Google
Mark Kaline (Co-Host)
Global Director, Media,
Licensing and Consumer Services
Kimberly-Clark Corporation
Colleen Milway (Co-Host)
Media Director
Rich Sutton
Chief Revenue Officer, North America
MailOnline
JPMorgan Chase & Co.
ANA OPENING KEYNOTE:
THE MEDIA INDUSTRY MUST CHANGE!
Opening Reception (7:00 p.m.)
Sponsored by AOL
Cocktails, conversations and connections!
Bob Liodice, ANA president and CEO,
is an advocate of change for the media
industry, specifically in the critical areas
of measurement, the eroding value of
digital media, and media transparency.
• Measurement: The ANA believes that
there isn’t any issue more important
to marketers than measurement.
Simply put, better measurement can
help marketers make better decisions
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Agenda
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that can then drive business results.
But there has been no central body in
our industry that has guided the
measurement discussion, and that
needs to change.
• Eroding Value of Digital Media:
Piracy, click fraud, and viewability
issues have led to an erosion of the
value of digital media. Marketers are
not getting what they’ve paid for!
According to some estimates, for
example, half of video ads are not
viewable at all. Marketers, agencies,
and publishers must take notice and
address this issue, as otherwise the
great hope of digital media could be
more like the “great hype.”
• Media Transparency: More so than at
any time in recent memory, ANA has
heard many member concerns on
media transparency. This includes
issues related to agency trading
desks, rebates from media companies to agencies, and programmatic
buying. Are agencies and media
companies hiding information from
marketers, or is this just representative of the new media environment
that we are all living in?
Bob Liodice
President and Chief Executive Officer
ANA
MASTERCARD: LEVERAGING MEDIA TO
CONNECT TO CONSUMERS
One of the key tenets in any investment
today is moving beyond simply reaching people and instead focusing on
engaging the audience. MasterCard
is working toward increasing value by
driving deeper consumer engagement
and action to their media investment.
In this session, you will hear about four
key areas:
• The MasterCard Brand: How the
“Priceless” campaign has driven
value for the company
• How We Have Evolved: How
Mastercard has moved from using
media for simply driving awareness
to driving action
• The New Model: How the company
has built a media framework that
ensures relevance and consistency,
and some powerful examples
• Measuring Success: How the brand
measures the success of its media
investment
Ben Jankowski
Group Head of Global Media
MasterCard Worldwide
appropriately employing sponsored
native advertising; working closely with
media partners to experiment with new
formats and messages; and being
relevant to your audience.
Barbara Basney
Vice President, Global Advertising and Media
Xerox Corporation
THE STATE OF PROGRAMMATIC
MEDIA BUYING
Programmatic media buying, once dismissed by many marketers as “not for
me,” is increasingly becoming a critical component in leading brands’ paid
digital media efforts. In this session, you
will hear a brief history lesson on the rise
of programmatic buying; take a look at
the current state of programmatic media
buying across display, video and paid
social media; and consider some crucial
questions many marketers still have,
including “What is programmatic buying
anyway?”, “What are some things to consider in choosing a programmatic buying
technology?”, “What is my agency’s
trading desk doing with my money?”, and
“What would it take to bring programmatic buying in-house?”
Joanna O’Connell
BRANDS AS PUBLISHERS
Wearing the hat of publisher is a major
shift in the way Xerox traditionally approaches marketing and communication. Xerox’s use of content
marketing has enabled it to change
perceptions and reposition the brand.
According to Xerox, essential guidelines
for content marketing include integrating paid, owned, and earned content;
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Director of Research
AdExchanger
CAN TRADITIONAL & DIGITAL MEDIA
PLAY NICELY TOGETHER IN THE SAME
SANDBOX?
Marketers have been challenging their
media agencies to increase their presence in the digital world. Has digital
now become traditional? How does
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traditional media interact with its digital
counterpart? The fundamental challenge is, “Can traditional and digital
media work together to effectively
deliver your consumers? Can they play
nicely together without ‘hitting’ each
other?” A panel of leading media practitioners will share their thoughts.
Moderator:
Bill Kashimer
Director, Media, Production and Agency Management
Sun Products Corporation
Kim Canfield
Director, US Media
Colgate-Palmolive Company
Jerry Daniello
Senior Vice President, Integrated Marketing
ABC Television
Joanie Dougherty
Vice President, Ad Sales Integrated Marketing
ABC Family
Luncheon Keynote (12:40 p.m.)
Sponsored by Google
HAVE YOU BEEN READING THE
WEATHER REPORT?
Suzie Reider, Google’s managing director of brand solutions, will engage us
over lunch on the key industry trends
and what advertisers and brand marketers can do (and should do!) to prepare
for this next decade of rapid change in
all things advertising. Knowing how and
when the temperature is shifting can
help leaders take a marketing organization through varied weather with innovation and impact.
Suzie Reider
Managing Director, Brand Solutions - North America
AMERICAN LICORICE FINDS ITS
SWEET SPOT WITH EARNED REACH
John Montgomery
Driven by the rapid maturation and
changing expectations of social and
mobile media consumers, marketers must adapt strategies and develop
branded content to fit within the inherent experience and individual nuances of
various platforms. Meanwhile, challenges
include increasing fragmentation of the
media landscape, the rising cost of paid
impressions on social, and a growing
wariness of overt advertising from end
users. At American Licorice, media strategies are constantly being evaluated and
optimized to create meaningful experiences for consumers. Focusing on the
targeted application of paid media to
amplify creative content with earned
reach, American Licorice will share how
its brands are triggering engagement
with very limited budgets.
Chair
Michael Kelly
Media & Consumer Communications Manager
American Licorice Company
STRONGER TOGETHER
Some marketers are taking elements of
the media function in-house. Audience
buying and trading desks are examples. John Montgomery, chair of the
4A’s Media Leadership Council and
a senior executive at GroupM, will
address why this is happening and why
he believes it is in the best interests of
both marketers and their agencies to
continue to work together in this vital
discipline. Examples will be shared
of how clients and agencies combined have been stronger than clients
working on their own.
Google
General Session Cont. (2:00 p.m.)
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5
Chief Operating Officer, North America
GroupM Interaction
4A’s Media Leadership Council
NEW CURRENCY FOR DIGITAL
ADVERTISING
Media Rating Council is leading the
cross-ecosystem movement toward the
transition from served ad impressions to
viewable impressions for digital advertising transactions. Aligned with the Making
Measurement Make Sense (3MS) initiative’s recommendation, MRC believes that
digital advertising impressions, particularly for brand advertising campaigns,
should be viewable in order to be more
comparable to other media as the basis of
currency. MRC has been engaged in pilot
testing and standards development work
for more than a year, and will address the
expected lifting of its Viewable Impression
Advisory, which will allow for the widespread use of viewable impressions as a
digital currency metric. In addition, the
Kellogg Company will share how it has
taken the learning from this initiative to
increase the viewability of its digital advertising and dramatically increase ROI.
David Gunzerath
Senior Vice President & Associate Director
Media Rating Council
Aaron Fetters
Director, Insights and Analytics Solutions Center
Kellogg Company
Adjournment (4:30 p.m.)
Reception (6:00 p.m.)
Agenda
presented by Google
TUESDAY, APRIL 1, 2014
Breakfast (7:30 a.m.)
General Session (8:30 a.m.)
WINNING IN PROGRAMMATIC BUYING
Programmatic buying is the newest
digital marketing buzzword, and is set
to revolutionize all media, including
TV and out-of-home. But what does it
really mean? What are best practices?
How do you set up your organization for
success? Bob Arnold, a thought leader
in the programmatic buying space
while working at Kellogg’s and currently
the digital media and strategy lead for
Google, will share his experience and
thoughts to win in this critical space.
Bob Arnold
Digital Media and Strategy Lead, North America
Google
THE WENDY’S COMPANY INTEGRATED
MEDIA SUCCESS STORY
THE ADVERTISER PERSPECTIVE ON
THE HOTTEST MEDIA ISSUES
Wendy’s continues to differentiate itself
by “delivering a new QSR experience for
consumers at traditional QSR pricing.” A
complete brand transformation, including re-imaged restaurants, product
innovation, new advertising, and a new
brand logo, has fueled strong sales and
earnings growth for the company and
an 80 percent increase in the stock
price in 2013. Smart, integrated marketing is also driving sales growth for
Wendy’s in 2013, and new alliances
such as the Wendy’s Wooden Award
are important brand-building elements.
The Wooden Award, which honors the
nation’s top college basketball player,
is an integrated marketing program on
ESPN consisting of television, digital,
radio, print, and in-store materials.
A joint ANA/Forrester Research survey
asks national advertisers about their
attitudes towards the hottest media
issues of the moment: media and media
agency transparency, programmatic
buying, and measurement.
Tim Sullivan
Vice President, Media Strategy and Activation
The Wendy’s Company
Jim Nail
Principal Analyst
Forrester Research
KIMBERLY-CLARK TAKES
PROGRAMMATIC BUYING IN-HOUSE
Kimberly-Clark has increased its investment in programmatic buying, and is
handling much of this activity in-house
in partnership with its media agency.
This approach has gone beyond cost
savings and has allowed the company
to leverage data to make its media
plans and buys smarter, and increase
effectiveness and relevancy to target
consumers.
Mark Kaline
Global Director, Media, Licensing
and Consumer Services
Conference Adjournment (12:00 p.m.)
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Speaker Bios
presented by Google
Bob Arnold
Digital Media & Strategy
Lead, North America
Google
Barbara J. Basney
Vice President, Global
Advertising and Media
Xerox Corporation
Bob Arnold is the North America digital strategy and media lead for Google, where he drives the digital
marketing strategy for all Google products. Additionally, he is focused on developing programmatic buying,
advanced digital media measurement and digital agency management. Prior to Google, he was at Kellogg
and Procter & Gamble. At Kellogg he was the North America director of digital and social strategy; at Procter
& Gamble, he was responsible for the global digital strategy across the home care, feminine care and oral
care business units. Mr. Arnold is an internationally sought-after speaker on digital marketing, with conference appearances including Ad-Tech, IAB and Luma Partners Digital Media Summit. He is an advisor for the
Wharton Future of Advertising Program and a mentor at the Brandery, a seed stage accelerator. His accolades include being named a Media Maven by Advertising Age, recognized by iMedia as one of the Top 25
Internet Marketing Leaders and Innovators, and by OMMA as a Marketing All-Star. His work has been featured in The Wall Street Journal, BusinessWeek, The New York Times and Investor’s Business Daily as well
as Groundswell, a BusinessWeek best-selling book.
Barbara Basney is vice president of global advertising and media for Xerox Corporation. She is responsible for
Xerox brand and product advertising, including traditional television, print, radio, outdoor, and digital media.
Her responsibilities include the formulation of advertising strategies, campaign development and implementation, media mix optimization, and campaign results tracking in more than 35 countries. Ms. Basney
joined Xerox in 2000 as a director of marketing communications for the office printing division in Portland,
Oregon. Prior to joining Xerox, she spent more than 15 years in marketing and advertising for both b-to-b
and b-to-c Fortune 100 corporations, including Rite-Aid, Tektronix and Convergys. She serves on the boards
of The Advertising Council and International Advertising Association and is panel member of the National
Advertising Review Board. She is active in the ANA, is a member of the Advertising Women of New York,
and was named a top multinational marketer in 2011 by The Internationalist. Ms. Basney received a bachelor’s degree in business administration from the College of William and Mary and a master’s degree in
marketing from Portland State University in Portland, Oregon.
Kim Canfield is the director of US media for Colgate-Palmolive, where she has oversight for planning and
buying of all paid media across Hispanic, African-American and general markets. As a member of the integrated marketing communications team, she works closely with agency partners at Red Fuse and Active
International, advocating for new planning and negotiating models for Colgate and stewarding integrated
marketing communications advancements throughout the company. Ms. Canfield came to Colgate in 2011
with 20 years of agency experience, 18 of those years spent at MEC where she worked with such esteemed
clients as Colgate-Palmolive, AT&T, Campbell Soup Company, Sony, Blockbuster, Showtime and the United
States Postal Service. She is a member of the ANA Media Leadership Committee.
Kim Canfield
Director, US Media
Colgate-Palmolive
Company
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Speaker Bios
presented by Google
Jerry Daniello
Senior Vice President,
Integrated Marketing
Jerry Daniello was named senior vice president of integrated marketing at ABC Television Network in 2008.
In this position, Mr. Daniello leads the team responsible for all advertiser-related promotion and integration
activity for ABC prime time, daytime and news, fusion, syndication properties under Disney ABC Domestic
Television as well as abc.com, abcnews.com, gma.com and fusion.net. He oversees a team in New York and
Burbank. Mr. Daniello was formerly vice president, integrated marketing for ABC, overseeing ABC daytime,
news and SOAPnet activity. He joined the ABC Television Network in 2000 as manager of integrated marketing. Prior to joining ABC, he served as a senior account executive for Draft Worldwide and earlier worked in
the event marketing and publicity fields. He is a founding board member of Lili’s Lift, Inc., a non-profit organization that coordinates home improvement projects to improve the lives of children living with disabilities.
Mr. Daniello received a bachelor of arts in marketing from Lynchburg College, Lynchburg, Virginia, where he
currently serves on the alumni board.
ABC Television
Network
Joanie Dougherty
Vice President, Ad Sales
Integrated Marketing
Joanie Dougherty is vice president of advertising sales marketing, ABC Family in New York, responsible
for pitching and executing advertising sales-driven sponsorships and added value and for driving revenue
through multi-platform marketing campaigns with a specialty in social media. Ms. Dougherty is also responsible for managing a sales development team that creates and distributes all sales materials including decks,
one sheets, and custom presentations. In addition, her team executes all advertising sales events, including
the upfront event and presentation and various client trips throughout the year. Prior to her current position,
Ms. Dougherty’s career has been in sales. She was part of the sales team at ABC Family for eight years and
previously a sales planner at ABC Television selling network kids programming. Her career began in syndication at Buena Vista Television as a sales assistant and planner. Ms. Dougherty is a graduate of Florida
Atlantic University in Boca Raton.
ABC Family
Aaron Fetters
As director of the Insights and Analytics Solutions Center at Kellogg, Aaron Fetters oversees a broad marketing insights organization. From product, idea, and communication assessment to marketing effectiveness
analytics and research, his group delivers services and insights which power brand growth. Previously, Mr.
Fetters served as associate director, global digital strategy and analytics, responsible for enhancing Kellogg’s
capabilities in digital marketing measurement and analysis, with emphasis on digital media performance,
insights, and digital marketing ROI. In addition, he was the lead digital strategist for the Pop-Tarts and Eggo
brands, advising and co-creating digital marketing solutions with agency partners. Mr. Fetters began his
career at Procter & Gamble, where he helped develop industry-leading capabilities in the areas of digital
marketing and digital marketing research.
Director, Insights and
Analytics Solutions Center
Kellogg Company
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Speaker Bios
presented by Google
A 20+ year media veteran experienced in creating and implementing strategies from the agency, client and
vendor perspective, Eric currently develops, leads and executes LifeLock’s media, sponsorship and media
analytics strategy across the organizations direct response and branded advertising efforts. In his role, he
manages the company’s internal media efforts as well as the roster of agency partners across offline and
online media touch points to optimize performance and drive results. Eric’s experience includes senior leadership positions within several leading global marketing and media organizations including the league office
of the NBA, ClearChannel, Disney, Fox, MGM, McCann-Erickson and Wyeth Pharmaceuticals. In addition
to his role at LifeLock, he is an adjunct professor at the prestigious Walter Cronkite School of Journalism at
Arizona State University where he teaches sports marketing and the economics of media.
Eric Fischer
Director of Media,
Sponsorship and
Media Analytics
LifeLock, Inc.
Craig Geller is a 20+ year veteran in the media marketplace. Currently, he serves as the senior vice president of Ad Sales for NUVOtv, the only channel for Modern Latinos in English. Prior to NUVOtv, Mr. Geller
spent 15 years at the Spanish language network Telemundo as Senior Vice President of Ad Sales. He
started his career at Proctor & Gamble.
Craig Geller
Ad Sales
NUVOtv
David Gunzerath is senior vice president and associate director of the Media Rating Council. In addition to
his work on MRC’s accreditation-related activities, he also is heavily involved in the development of new
measurement standards for emerging media. Gunzerath joined MRC in July 2007 after eight years with the
National Association of Broadcasters, where he led NAB’s research group and was responsible for directing all industry and policy research and polling conducted by and for the association. Prior to joining NAB,
he held a series of research, management, and editorial positions with TV Guide Magazine, including a role
as a regular national feature columnist on television ratings-related news. Gunzerath holds a Ph.D. in media
studies from the University of Iowa, and also received an M.A. in communications from Temple University,
and a B.S. in business administration from La Salle College.
David Gunzerath
Senior Vice President &
Associate Director
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9
Speaker Bios
presented by Google
Ben Jankowski is group head of global media at MasterCard. In this role, he is responsible for managing
MasterCard’s investment in marketing communications. This includes working with the company’s global,
regional and local marketing teams and agency partners to drive engagement and preference among
MasterCard’s core constituents. Having worked for many agency networks such as Omnicom, WPP, and
Havas, Mr. Jankowski has vast experience with helping drive the business success of some of the world’s
leading marketers such as Chase, Citibank, Dell, GE, Johnson & Johnson, Nestlé, Pepsico, Procter &
Gamble, and Xerox. Mr. Jankowski holds a B.A. in communications from Temple University. He has periodically taught advertising topics at Temple.
Benjamin Jankowski
Mark A. Kaline
Licensing and Consumer
Services
Kimberly-Clark
Corporation
Bill Kashimer
Director, Media, Production
and Agency Management
As global director of media, licensing and consumer services at Kimberly-Clark, Mark Kaline is responsible
for directing Kimberly-Clark’s global media operations in support of the company’s business and marketing
initiatives. He is responsible for driving excellence in media across the enterprise, including communications
planning and buying, measurement, optimization, media agency management, and shared best practices.
In his role, Mr. Kaline collaborates with the marketing leaders of the company’s various businesses to help
bring commercial ideas to market successfully, and with consistency, through an established media-neutral integrated marketing planning process. Mr. Kaline also leads the company’s Global Digital Center of
Excellence, the global brand licensing team and the company’s global consumer services team. He has 30
years of advertising and media experience, which includes serving as global media manager at the Ford
Motor Company; senior vice president, media director at Campbell-Ewald Advertising in Detroit; and leading
network radio operations at Ogilvy-Mather in Chicago. He has also worked at several radio and television stations in metropolitan Detroit. Mr. Kaline serves on several industry association committees and boards of
directors, including the ANA, Nielsen’s advertiser advisory board, and the Council for Research Excellence.
He holds a B.A. degree in telecommunications from Michigan State University.
Bill’s career spans almost 37 years. He started his career in advertising and media in 1977. He started in
the finance group of Dancer-Fitzgerald-Sample and later moved to the media department. After 4 years
at DFS he was offered a position as a media planner in the Best Foods Media Group in-house planning
agency. Bill was at Best Foods for 4 years working on such great brands as Hellmann’s Mayonnaise, Skippy
Peanut Butter, and Mazola Oils. Upon leaving Best Foods, Bill went back to the agency side and worked at
Grey Advertising on the P & G business. He was recruited by Colgate-Palmolive in 1988 to handle media,
production, licensing and event management. Bill was at Colgate for 23 years and upon his retirement, he
immediately joined Sun Products Corporation as their first media director. Bill has been at Sun for almost
four years and handles media, production and agency management for ‘all Detergent, Wisk Detergent,
Snuggle Fabric Softener and other brands. Bill’s entire career has been spent in the CPG world. Bill loves to
challenge his brand teams and his agencies.
Sun Products
Corporation
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Speaker Bios
presented by Google
Michael Kelly joined American Licorice Company in February 2010 and serves as the media/consumer communications manager overseeing all aspects of communications for American Licorice brands including
advertising, social media, mobile marketing and public relations, working in close coordination with brand
managers and agency partners to develop and manage integrated marketing campaigns across all channels
of communication. With a background in public relations and marketing in the technology industry, Michael
has worked with companies ranging from start-ups to leading Fortune 500 companies including Cisco,
Microsoft, Novatel Wireless, iriver, Mobile Rippol, Vusion, Kijubi, RoyaltyShare and many others.
Michael Kelly
Media and Consumer
Communications
Manager
American Licorice
Company
Bob Liodice
President and
Chief Executive Officer
Bob Liodice was appointed president and chief executive officer of the ANA in 2003. Bob was previously
executive vice president, responsible for member relations and business development with a primary focus
on strengthening relationships with ANA member companies and broadening the membership base. He
joined the ANA as senior vice president in 1995. Prior to the ANA, he was vice president of global marketing and sales for Grupo Televisa, a major worldwide broadcaster. Previous experience includes more than
15 years in marketing and financial management at Kraft General Foods, including having served as category marketing manager for the Jell-O and Bakers brands. He is a member of the boards of directors of The
Advertising Council, Advertising Research Foundation, National Advertising Review Council, Partnership for
a Drug-Free America, and Advertising Educational Foundation, and an executive committee member of the
World Federation of Advertisers. Mr. Liodice holds bachelor’s degrees in accounting and management, and
an M.B.A. in finance from New York University.
ANA
Colleen Milway
Media Director
JP Morgan Chase
& Co.
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Colleen is media director at JPMorgan Chase & Co. overseeing media strategy and buying for retail, card,
corporate and JPMorgan Investments. Colleen brings to JPMC a passion for strategic media innovation,
branded integration expertise, the ability to bridge paid, owned and earned platforms, and has a strong
solution oriented approach. Prior to joining JPMC in May of 2013, Colleen ran her own Consultancy group,
Milway Media Consulting, providing Global and US, Innovative Strategic Media Consulting Services to
leading clients in Pharma, OTC and CPG categories. She is also very active in the ANA, Co-Chairing the
Media Leadership Committee and is also involved in industry efforts to evolve digital and media measurement. Colleen also spent ten years leading strategic planning initiatives as global media director at the
Campbell Soup Company from 2002 – 2012, overseeing over $350MM+ in Global Media Spending across
Campbell Soup, Sauce & Beverages and Pepperidge Farm Divisions, as well as 19 International Markets.
Prior to joining Campbell’s, Colleen helped launch the first DTC group at Roche Laboratories, Inc. as the
Consumer Director of Media & Marketing Services, and then Consumer Director of Primary Care Marketing,
during 1999 - 2002.
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Speaker Bios
presented by Google
John Montgomery
Chief Operating Officer,
North America
GroupM Interaction
Jim Nail
John Montgomery was appointed chief operating officer, North America, GroupM Interaction in 2009,
where he leads digital strategy, innovation and policy. In 1989 Mr. Montgomery joined Ogilvy as media
director in South Africa and there launched Mindshare. In his final three years in South Africa, he was managing director of the Ogilvy Group in Cape Town. Mr. Montgomery then moved to Amsterdam as chief executive officer, Ogilvy Group Netherlands. He later relocated to New York to lead the interactive media practice
for Mindshare and Ogilvy and was subsequently appointed global chief executive officer of Mindshare
Interaction, where he established the digital practice for Mindshare worldwide. Mr. Montgomery speaks
regularly on issues such as programmatic buying, data strategy, privacy, and digital trading. He has represented the advertising industry before the U.S. Senate Commerce Committee. Mr. Montgomery is on the
Internet Steering Committee for the WEF and chairman of the 4A’s Media Leadership Council. In 2013, he
was nominated by Adweek as one of the 12 smartest people in media, and he won a Media All-Star Award
from MediaPost.
Jim Nail is a principal analyst at Forrester Research serving marketing leaders and leading Forrester’s coverage of online video, the evolution of television advertising, the digital transformation of advertising agencies, and marketing mix optimization. In his 30-year marketing career, Mr. Nail has been at the forefront
of applying new technology-enabled strategies to marketing. He was an early pioneer of online advertising,
joining AdSmart, a startup online ad-serving technology firm, in 1995. He was a senior analyst at Forrester
from 1997 to 2005, advising clients on how to deploy online advertising, email marketing, marketing measurement, and word-of-mouth marketing to improve marketing effectiveness. Before returning to Forrester
in 2012, Mr. Nail served as chief marketing officer of social media listening platform company Cymfony, pioneering the use of social media as a consumer insight and brand tracking tool.
Principal Analyst
Forrester Research
Joanna O’Connell
Joanna O’Connell joined AdExchanger as director of research in September 2013 to develop proprietary
research and thought leadership on the future of marketing technology and to be the voice of the marketer
in a rapidly evolving ecosystem. Prior to joining AdExchanger, Ms. O’Connell served as principal analyst at
Forrester Research for over three years, serving marketing leadership professionals and covering programmatic digital media buying, audience and data management and multi-channel measurement. She has
more than 13 years of experience in the interactive marketing industry, beginning her career at Avenue A in
New York City as a digital media planner, later serving as a founding member of Razorfish’s ATOM Systems
agency trading desk and, more recently, running brand relations for the audience-on-demand practice at
VivaKi (Publicis). Ms. O’Connell has been featured on National Public Radio and is a frequent speaker and
panelist. She graduated Phi Beta Kappa from Vassar College with a B.A. in psychology.
AdExchanger
12
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Speaker Bios
presented by Google
Suzie Reider is managing director of brand solutions at Google, which she joined seven years ago. Prior
to Google, Ms. Reider served as chief marketing officer of YouTube and senior vice president and general
manager for the games and entertainment division of CNET Networks (now CBS). Before joining CNET
Networks, she spent 14 years with Ziff-Davis publishing, where she leveraged her expertise in advertising sales, promotions, events, research, and marketing for technology and video gaming publications. Ms.
Reider is a former board member of the San Francisco Film Society. She is a graduate of Middlebury College
in Vermont.
Suzie Reider
Managing Director, Brand
Solutions – North
America
Google Inc.
Tim Sullivan
Vice President, Media
Strategy and Activation
The Wendy’s
Company
Tim Sullivan joined Wendy’s in 2010 as vice president of media strategy and activation. He has more than
25 years of experience leading the media programs for various brands. Mr. Sullivan oversees the brand’s
national media budget and provides counsel to more than 30 local media agencies that handle Wendy’s
co-op business. He started his media career in 1987 at an advertising agency in Pittsburgh, where he
worked on the local McDonald’s business. After three years in Pittsburgh, he joined the media management firm Empower Media Marketing in Cincinnati. At Empower, Mr. Sullivan held various positions in media
planning/buying and client service and rose to the position of senior vice president/partner. He was a critical contributor to the agency’s new business team and was successful in bringing in several national clients
including Hollywood Video, Bush Brother’s Beans, and Janus Mutual Funds. He then joined Domino’s Pizza
as director of media services and was part of the marketing team behind Domino’s well-publicized brand
turnaround campaign that propelled the brand to record sales in 2010. Mr. Sullivan holds a bachelor’s
degree in communications from Indiana University.
Rich Sutton serves as chief revenue officer at MailOnline.com, the largest newspaper website in the world,
where he oversees North American sales. Previously, Mr. Sutton was global head of sales at CBS Interactive
Music Group, and prior to that was senior vice president of consumer markets at WebMD. He spent nearly
13 years with Warner Bros. and Time Warner, where he led the startup of Warner Bros. Online. Mr. Sutton’s
work with brands has been recognized by Ad Age, Forbes, AAAA, AdWeek and other industry publications.
He’s the author of Best Practices in Branded Entertainment and the recipient of numerous online and marketing awards.
Rich Sutton
Chief Revenue Officer
MailOnline
www.ana.net
13
presented by Google
14
www.ana.net
Attendees
presented by Google
BY NAME
Ackerman, Dan
Senior Vice President, Programmatic TV
Adap.tv
Airhiavbere, Amenze
Howard University
Allen, Kyle
Executive Vice President, Media Director
The Company of Others
Allison, Anda
Senior Brand Manager
BISSELL Homecare, Inc.
Anagnost, John
Vice President, Eastern Region
X+1
Aranda, Colleen
Account Executive Manager
Bailey, Carissa
Bienstock, Lee
Brown, Traci
Assistant Manager, Conferences
Financial Services
Creative Services Dept. Leader
ANA
Google
Edward D. Jones & Co., L.P.
Bailey, Lisa
Bihlmier, Joseph
Bucher, Lloyd
Director of Brand Marketing
Vice President, Global Media
Station Manager
Select Comfort Corp.
American Express Company
WPTV TV/NewsChannel 5
Banda, Melyssa
Binder, Tricia
Byrne, Kasey
Director
Manager, Digital Marketing
Chief Marketing Officer
WESTERN DIGITAL
S.C. Johnson & Son, Inc.
Cardlytics, Inc.
Barto, Mary Ellen
Blazewicz, Julian
Bytell, Amy
Vice President, Media Impact
Senior Marketing Manager, Media
Arby’s Restaurant Group
Seventh Generation
Subway
Barton, Brandi
Boasberg, Jules
Caggiano, Jean
National Media Manager
Executive Vice President, Growth Officer
Little Caesars, Inc.
Bernstein-Rein Advertising
Vice President, Associate Director of
National Broadcast
Barton, Chris
ESPN Customer Marketing & Sales
Boidman, Mark
AFLAC, Inc.
Basney, Barbara
Archibald, Christi
Vice President,
Global Advertising and Media
Associate Manager
AFLAC, Inc.
Arkin, Matt
Vice President of Programmatic
YuMe
Arnold, Bob
Digital Media and Strategy Lead,
North America
Google
Atkin, Jackie
Digital Programs Manager
Auerbach, Abby
Executive Vice President and
Television Bureau of Advertising,
Inc.
www.ana.net
Active International
Director
Cahalan, Kimberly
Peter J Solomon Company
Senior Director, Research
Breen, Ken
FOX Sports Network
Senior Vice President Global Agency
Relations
Campbell, Regina
Xerox Corporation
Batia, Tina
Howard University
Mediaocean
Brennan, Terrie
Canfield, Kim
Executive Vice President, General
Manager, Advertiser Solutions
Director, US Media
Beale, Samantha
Senior Marketing Manager, Digital Media
The Nielsen Company
Subway
Brothers, Lance
Beaulieu, Ken
Business Development, Digital
Senior Director,
Marketing and Communications
ANA
Berger, Alexis
RAPP
15
Google
Entravision Communications
Senior Vice President, Multimedia Sales
Director, Financial Services
Brown, Barbara
Brown, Tracey
Betron, Tricia
Canning, Jerry
Carrera, Mario
ESPN
Kargo
The Nielsen Company
Vice President Multimedia Sales
Vice President Sales
Cass, Martin
MDC Partners Inc
Chandler, Julie
Dell Inc.
Attendees
presented by Google
Chapman, Dedria
Cunningham, Sean
Davis, Robert
Drouillard, Tom
Specialist, Talent Acquisition
and Compensation
Executive Vice President, Managing
Director
Chief Executive Officer,
President and Managing Director
Starcom USA
Alliance for Audited Media
Day, Gail
Duggan, Bill
Publisher
Group Executive Vice President
Cox Media Group
Harvard Business Review
ANA
Curtis, Gretchen
DeLauro, Danielle
Dykstra, Karen
Senior Vice President, Sales, Business
Development
Chief Financial and
Administrative Officer
Cabletelevision Advertising
Bureau
Adap.tv
Diefenbach, Laura
Director, Search
ALSAC/St. Jude Children’s
Research Hospital
Cheetany, Nick
Director of Sales
Voltari
Chiulli, Tony
Senior Vice President, OTS
NBCUniversal
Chung Tsang, Janie
Advertising Media Manager
Visit Philadelphia
Cicale, Ed
Vice President, Broadcast and Brand
AutoNation Inc
Clowes, Mark
Director, Global Branding
American International Group,
Inc.
Bureau
Curran, Paul
Vice President, Sales
Director of Media
Panera Bread, LLC
D’Addario, Jeannine
Vice President and Chief Marketing
Officer
Lucile Packard Children’s Hospital
Stanford
Vice President, Network Sales
D`Ablemont, Chris
DiStefano, Alicia
ION Media Networks
Head of Travel and Southeast Sales
Vice President, New Business
NUVOtv
XAd
Daija, Sheryl
Dold, Emily
Marketing Promotions Manager
Chief Strategy Officer
Mobile Marketing Association
Wahl Clipper Corporation
Coffman, Tina
Damiano, Jennifer
Donahue, Mike
General Sales Manager
Media Analyst
WKRG
Aspen Dental Management Inc.
Collins, Amy
Daniel, Rob
Director of Sales
Executive Vice President, Advertising
Sales
SBGTV
Executive Vice President,
Member Services
4A`s
Donovan, Julie
Director, Eastern Region
OwnerIQ
X+1
Media Director
Daniello, Jerry
Dougherty, Joanie
Home Depot, Inc.
Senior Vice President, Integrated
Marketing
Conklin, Rex
Connell, Carrie
Vice President,
Ad Sales Integrated Marketing
ABC Television Network
ABC Family
Kiss Products, Inc.
Danzis, Stacie
Drewes, Matt
Crisp, Callie
A+E Networks
Senior Marketing Manager
Account Management
Vice President, National Accounts
Director, Digital Ad Sales
Cardlytics, Inc.
Edlund, Alex
Caesars Entertainment
Egan, Beth
Associate Professor
Syracuse University
Ehrlich, Phyllis
Global Vice President, Client Solutions
Time Warner Cable
Eitelbach, Andrew
Senior Manager,
ANA
Enderlein, Brian
E-Marketing
3M
Erhardt, Ed
President,
Global Customer Marketing and Sales
ESPN
Evans, David
Global Event Content Strategy
Forrester Research, Inc.
Fadjo, Courtney
Market Manager
Centro, Inc.
Vision Service Plan, Inc.
16
www.ana.net
Attendees
presented by Google
Fanelli, Duke
Ford, Jazzmene
Howard University
Gerber, Shelley
Gunzerath, David
Marketing Director
Senior Vice President
and Associate Director
Kaplan University
ANA
Ford, Karie
Farber, Todd
Vice President, FAF-Media Services
Gerdes, Kim
Subway
Manager, Digital and Media Services
Hagberg, Erika
Financial Services
Vice President, General Sales Manager
KGO-TV/KFSN-TV
Fowler, Lindsay
Farrar, John
Marketing Specialist
Gibson, Gib
Banfield Pet Hospital
Senior Vice President, DOS
Hamill, Jeff
Franklin, Jessica
Howard University
Cox Reps
Executive Vice President
Glod, Pattie
Vice President, Cross Media
Insight Express
Ferguson, Yuvay
Assistant Professor, Marketing
Howard University
Fernandez, Jose
Account Executive
Fredette, John
Manager, Global Media and Sponsorship
Marketing
Hearst Magazines
President
Harnaga, Robert
MediaMarketing Enterprises
Vice President of Sales
Gooberman, Keith
IBM Corporation
Google
WNBC
Henderson, Alex
Programmatic Mechanics
Sales Manager
Fox Cable Networks
Freund, Lee
Ferradas, Matias
Vice President, Enterprise Sales
Goodhart, Jonah
TubeMogul Inc.
Chief Executive Officer and Co-Founder
Hickey, Chad
Moat
Vice President of Global Sales
Manager, Media Service
BrightLine
AutoNation, Inc.
Fried, Larry
Fetters, Aaron
Vice President, National Sales
Goodwin, Jeff
SQAD, LLC
Senior Director of Global Digital
and Social Strategy
Hlavacek, Jeremy
Western Digital Corporation
The Weather Company
Gordon, Marni
Ho, Celeste
Vice President, Conferences and
Committees
Coordinator,
Sponsorship and Partner Programs
ANA
ANA
Grabois, Joel
Hoak, Keller
Media Supervisor
Vice President
The Integer Group LLC
T. Rowe Price Investment Services
Gray, Natasha
Howard University
Holzman, Tami
Grubbs, Steve
Accenture Interactive
Director Insights and
Analytics Solutions Center
Kellogg Company
Figel, Lisa
Director, Media Investment Leverage
Johnson & Johnson
Fine, Whitney
Marketing Specialist, Advertising
Safelite Group
Fischer, Eric
Director of Media,
Sponsorship and Media Analytics
LifeLock, Inc.
Foor, Julie
Media Specialist
IKEA North America
www.ana.net
Galindez, Alexandra
Vice President, Women and
Multicultural Marketing
Prudential Insurance Company
of America
Galliher, Mark
Director, Member Relations
ANA
Ganesh, Gayathri
Johnson & Johnson
Geller, Craig
Senior Vice President, Ad Sales
Senior Strategic Advisor
NUVOtv
BrightLine
Geller, Harold
Chief Growth Officer
Ad-ID LLC
XAd
Vice President, Programmatic Sales
Global Director, New Business
Development
Intermaggio, Peter
Marketing Communications
Comcast Cable
17
Attendees
presented by Google
Jacobs, Walker
Kaplan, Michael
Kotlarz, Rochelle
Leonard, Renee
Chief Revenue Officer and President of
Sales
Head of Agency Business Development
Marketing Manager
Senior Sourcing Manager
Google
Be The Match
Cox Communications
Karczewski, Raymond
Kramer, Bruce
Levy, Andrea
Senior Vice President/ DOS
Vice President, North America Consumer
Sales and Marketing
Director, Advertiser/Agency Business
Development
Clear Channel Outdoor
Janisse, Roland
Managing Partner
Cortex Media
Jankowski, Benjamin
Cox Reps
Kashimer, Bill
Director of Media, Production and Agency
Management
Kramer, Shepard
Licea, Erik
Vice President, Member Relations
Account Executive, Digital
Sun Products Corp.
ANA
Major League Soccer
Jansen, Jim
Kayes, George
Kronick, Allison
Linder, Ryan
Head of Sales
Global Industry Relations
Google
WSET
Google
Senior Vice President, Chief Growth
Officer
Jasin, Berry
Kelly, Michael
Kummer, Daniel
Senior Vice President National Sales,
Consolidated, Revenue Chief - Mega TV
Media and Consumer Communications
Manager
Vice President, Litigation and Content
Protection
Liodice, Bob
Spanish Broadcasting
System, Inc.
American Licorice
NBCUniversal Media LLC
ANA
Kelly, Mike
Kushner, Glen
Logan, David
Jimenez, Amie
Vice President - Sales
Vice President, Business Development
El Presidente
LIN Media
LoudDoor LLC
Media Barrio
Kent, Remi
Kwok, Connie
Lotito, Michael
Brand and Strategy Leader
Media Director
Managing Director, Marketing Practice
3M
Procurian
Kerans, Mike
Lampert, Joe
Low, Whitney
Manager, Customer Relations
AutoNation, Inc.
Johnson, Matt
Advertising Director
Safelite Group
Joshi, Marie
Director
Neustar
Journey, R Bruce
Co-Founder and Chief Customer Officer
DataXu
Kaline, Mark
Global Director, Media, Licensing and
Consumer Services
Consultant
Lane, Brian
CRO Partners
Senior Vice President, Nielsen Media
Tracking
Kieren, Annie
The Nielsen Company
Sales Director
Voltari
LeBlanc, Bill
Kilkenny, Ryan
NBC Local Media
Marketing Manager
Simulmedia, Inc.
Komack, Adam
Kaplan, Matt
MediaCom
Lee, Nakiya
Howard University
Chief Client Officer
Lengua, Carmine
Manager, Solutions Architecture
Doner Advertising
Head of Strategic Accounts
Integral Ad Science
Lozano, Jose
The Company of Others
Luna, Chris
Digital Media Specialist
3M
Macko, Gary
WDIV
X+1
MailOnline
18
www.ana.net
Attendees
presented by Google
Maki, Val
Senior Vice President, Radio Division
Emmis Communications
Malone, Deb
Founder
The Internationalist
Maloney, RJ
Vice President Network Sales
ION Media Networks
Mann, Peter
Director, Western Region, National TV
AT&T AdWorks
Manna, Christine
Chief Operating Officer
ANA
Mariano, Fernanda
Media Relations Manager
Multimedia, Inc.
Marke, Karin
Head of Agency Sales West and Midwest
Neustar
Markowitz, Christie
Integrated Marketing, GI (Lialda)
Shire Pharmaceuticals Inc.
Marlowe, Samantha
Vice President, Regional Sales
SQAD, LLC
Mazzarella, Anthony
Head of Agency Sales
Neustar
McDonald, Steve
KDAF-TV
McDonough, Kristen
Vice President, Conferences
ANA
www.ana.net
McFarland, Brian
GumGum
Moran, Liam
Ocana, Jennifer
Internal Management Consultant
McMorris, Carla
Vice President, Associate Planning
Director
Vice President Marketing
Cardlytics, Inc.
Moran, Luciana
Medlock, Meghan
Dell Inc.
Global Media Manager
Director, Committees and Conferences
ANA
Morris, Simon
Melendez, Eddie
MailOnline
Director of Sales
Executive Vice President, National Sales
Entravision
Myer, Jeff
Midha, Ashish
Nationwide
Director, Brand Management
Principal
Deloitte Consulting
Nail, Jim
Milne, Mark
Forrester Research
Principal Analyst
Marketing Procurement
Coca-Cola Company
Niszczak, Kelly
Milway, Colleen
IKEA North America
Media Specialist
Media Director
VITAS
Pajak, Matt
Account Executive
Google
Palmer, David
President
COXREPS/HRP
Parzych, Kriss
Senior Media Manager
Paschkes, David
Senior Vice President, Brand Strategy
TouchTunes Interactive Networks
Pascual, Sandra
Director of Marketing
Pollo Tropical
Pellegri, Angela
Nitti, John
Monaco, Adam
President, Activation
Vice President, Director of National
Broadcast Operations
Zenith Optimedia
Disney ABC Television Group
Nunez, Steve
Pereira, Fabian
Montgomery, John
Director, Sales
Vice President
BrightLine
Johnsonville Sausage LLC
GroupM Interaction
O’Connell, Debra
Perlow, Gail
Montoya, Enrique
Piccone, John
Discovery Communications, Inc.
O`Brien, Courtney
Simulmedia, Inc.
Moore, George
BrightLine
Pizzolato, Gene
AOL Adtech
O`Connell, Joanna
Cox Digital Solutions
Morales, Luz
AdExchanger.com
Senior Vice President, Multimedia Sales
Chief Operating Officer, North America
President
Solutions Manager - International
Sales Manager
Sales Manager
Internet Specialist
President
Poltrack, David
Chief Research Officer
CBS Corp.
IKEA North America
19
Attendees
presented by Google
Ponce Abrams, Cynthia
Ribeiro, Scott
Sadeghy, Mary
Seltzer, Bryan
Sales Strategy and Operations
Director, Digital Media
Associate Vice President,
Marketing and Business Development
GSN
Precourt, Geoffrey
U.S. Editor
Warc.com
Price, Alex
City of Hope
Rigoni, Madeline
Account Executive
Scarborough, Jae
Simulmedia, Inc.
Director, Sales
Simpli.fi
Roark, Kelly
Schack, Martin
National Spot Sales Manager
Vice President
Interactive Sales and Development
MundoFOX
Scripps Networks Interactive
KMOV/TV
Quintana, Al
Rodda, Janis
Schenck, Chip
Senior Manager, Media
Director, Media Planning and Strategy
AutoNation, Inc.
Big Heart Pet Brands
Vice President,
Programmatic Sales and Strategy
Ramos, David
Rodgers, Zach
Director of Media and Sponsorships
Director of Sales
TubeMogul Inc.
Sergenian, Dana
Senior Vice President/Sales
Parade Media Group LLC
Seyferth, Steve
Director
AT&T AdWorks
Shapiro, Kenneth
Executive Vice President, Sales
Meredith Corporation
Sharma, Dipanshu
Managing Editor
Schlesinger, Lynn
Time Warner Cable
AdExchanger.com
XAd
Reagan, Allyson
Roese, Clinton
ECommerce Programs Manager
MarketShare
Shasha, Danuta
Media Manager
Schreer, Arnold
Bayer Corporation
Partnership Development
Fidelity Investments
Reed, Betty
Rofe, Meital
Senior Manager,
Media and Social Media Ops.
Chrysler Group LLC
Reider, Suzie
Managing Director,
Brand Solutions - North America
Google
Reilly, Laura
Home Team Sports
Shaw, Marjorie
Schwab, Irmela
ANA
U.S. Correspondent
Staples, Inc.
Shepard, Desiree
Senior Vice President, National Sales
Scott, Michael
Univision Communications Inc.
Senior Vice President Strategic
Partnerships
Adap.tv
Roskowski, Scott
Marketing and Business Development
Scovic, Chip
Television Bureau of Advertising,
Inc.
Repicci, Thomas
Rostkowski, Paul
Scully, Eileen
Vice President,
Operations and Brand Relationships
Octagon Entertainment
Reyes, Alexandria
Manager, Ad Sales
Director Media Services
W&V
Roman, Antonio
MEC
Planning Director
Senior Vice President, Media Services
TubeMogul Inc.
Director of Strategy
President
Sales Director
Shockey, KJ
Vice President, Digital Sales
BBC America
Shoreland, James
Executive Vice President, Director Corp.
Development
Zenith Optimedia, N.A.
Varick Media Management
AdExchanger
Siewers, Lisa
Rumpler, Tim
RAPP
Sebastian, Simone
Howard University
National Broadcast
NUVOtv
20
www.ana.net
Attendees
presented by Google
Silha, Fred
Stinnett, Laura
Thomson, Susan
Weaver, Joe
Director of Advertising Sales
Director, Media and Social Media
Senior Director, Enterprise
Tribune Broadcasting
Chrysler Group LLC
TubeMogul Inc.
Silva, Jason
Stockwell, Cindy
Torres, Al
Wedig, Daphne
Director of Client Marketing Solutions
Group Media Director
and Business Development
Marketing Services Manager
Hill Holliday Advertising
Telemetry
Strong, Ann-Marie
Tucker, Bill
Home Team Sports
Director
Media Relations
NUVOtv
Sloan, Craig
Snell, Richie
Warner Bros.
Centro
Whitlock, Kathy
Global Chief Executive Officer
Tucker, Buddy
Director, Digital and Media Services
Univision Communications Inc
Stuart, Greg
OwnerIQ
Vice President, Agency Development
Whittingham, Charlie
Media Specialist
Viserto, John
IKEA North America
Senior Vice President, National Broadcast
BrightRoll
Corporate Advertising Manager
Suku, Orela
ExxonMobil
Snyder, Laura
Wenzel, Kelly
4A`s
Vice President Agency Development
Snow, Angela
Bioformix, Inc.
Senior Vice President, Sales
Wilcox, Jamie
Vice President,
Media Strategy and Activation
Vitale, Sal
Wendy`s International, Inc.
Johnson & Johnson
Williams, John
Litton Entertainment
Suryadevara, Anu
Walczak, Leigh
Manager, Conferences
BBC WORLDWIDE AMERICAS
Song, Rick
Dell Inc.
ANA
Sutton, Rich
Wallin, Ian
Senior Vice President MundoFOX
National Spot Sales
MailOnline
Integral Ad Science
MundoFOX
Sweet, Kristina
Warner, Timothy
Vice President,
Sponsorships and Media Sales
DOS
Global Media Director
Sullivan, Tim
Dell Inc.
Solomon, Dan
Managing Director
President, Digital Revenue Strategy
Clear Channel Media +
Entertainment
Spadaro, John
Vice President, CNN Sales Research
Turner Broadcasting Sales, Inc.
Starwalt, Troy
Events Manager
Category Leader, Media Procurement
WTHR
ANA
Watson, Brittney
Howard University
Vice President Sales, Americas
Woodie, Phillip
Yde, Steven
Young, Allison
4A`s
Thomas, Charlie
Steinberg, Aaron
Centro
Watson, Tom
Zaccario, John
Executive Vice President Ad Sales
A+E Networks
Thompson, Chuck
Sales Manager
GSN
Steinberg, Jeremy
Bureau
Digital Ad Sales Account Executive
Senior Vice President, Digital Ad Sales
The Weather Channel
www.ana.net
21
Google
Attendees
presented by Google
BY COMPANY
3M
Enderlein, Brian
E-Marketing
Kent, Remi
Accenture Interactive
Holzman, Tami
Aranda, Colleen
Global Director,
New Business Development
Account Executive Manager
Caggiano, Jean
Luna, Chris
National Broadcast
4A`s
Donahue, Mike
Member Services
Starwalt, Troy
Levy, Andrea
Steinberg, Aaron
Digital Ad Sales Account Executive
ABC Family
Dougherty, Joanie
Vice President, Ad Sales Integrated
Marketing
ABC Television Network
Daniello, Jerry
Senior Vice President, Integrated
Marketing
Director, Advertiser/Agency
Business Development
Pellegri, Angela
Vice President, Director of National
Broadcast Operations
Tucker, Bill
Director, Digital Ad Sales
Drouillard, Tom
Vice President, A
ssociate Planning Director
National Broadcast
Danzis, Stacie
Chief Executive Officer,
President and Managing Director
Siewers, Lisa
A+E Networks
Associate Manager
Moran, Liam
Events Manager
Media Relations
Archibald, Christi
Brand and Strategy Leader
Digital Media Specialist
AFLAC, Inc.
ALSAC/St. Jude Children’s
Research Hospital
Chapman, Dedria
Specialist, Talent Acquisition and
Compensation
Viserto, John
National Broadcast
American Express Company
Bihlmier, Joseph
Ad-ID LLC
Vice President, Global Media
Geller, Harold
American International Group,
Inc.
Chief Growth Officer
Adap.tv
Clowes, Mark
Director, Global Branding
Ackerman, Dan
Senior Vice President, Programmatic
TV
American Licorice
Kelly, Michael
Dykstra, Karen
Media and Consumer
Communications Manager
Chief Financial and Administrative
Officer
Shepard, Desiree
ANA
Sales Director
Bailey, Carissa
AdExchanger.com
O`Connell, Joanna
Rodgers, Zach
Galliher, Mark
Gordon, Marni
Vice President, Conferences and
Committees
Ho, Celeste
Coordinator, Sponsorship and
Partner Programs
Kramer, Shepard
Vice President, Member Relations
Liodice, Bob
Manna, Christine
Chief Operating Officer
McDonough, Kristen
Vice President, Conferences
Medlock, Meghan
Director, Committees and
Conferences
Rofe, Meital
Sweet, Kristina
Vice President,
Sponsorships and Media Sales
Walczak, Leigh
Manager, Conferences
AOL Adtech
Beaulieu, Ken
Sales Manager
Group Executive Vice President
Scully, Eileen
Fanelli, Duke
Moore, George
Duggan, Bill
Managing Editor
Senior Manager, Marketing and
Communications
Assistant Manager, Conferences
Senior Director,
Eitelbach, Andrew
Arby’s Restaurant Group
Barto, Mary Ellen
Vice President, Media Impact
Director of Strategy
22
www.ana.net
Attendees
presented by Google
Bernstein-Rein Advertising
Damiano, Jennifer
Boasberg, Jules
Media Analyst
Growth Officer
Parzych, Kriss
Senior Media Manager
AT&T AdWorks
Mann, Peter
Director, Western Region,
National TV
Seyferth, Steve
Director
AutoNation, Inc.
Cicale, Ed
Vice President, Broadcast and Brand
Ferradas, Matias
Manager, Media Service
Jimenez, Amie
Manager, Customer Relations
Quintana, Al
Senior Manager, Media
Banfield Pet Hospital
Fowler, Lindsay
Bayer Corporation
Roese, Clinton
Media Manager
BBC America
Shockey, KJ
Vice President, Digital Sales
BBC WORLDWIDE AMERICAS
Williams, John
Vice President Sales, Americas
Be The Match
Kotlarz, Rochelle
Marketing Manager
www.ana.net
DeLauro, Danielle
Sales, Business Development
Thompson, Chuck
Big Heart Pet Brands
Rodda, Janis
Edlund, Alex
Director, Media Planning
and Strategy
Bioformix, Inc.
Drewes, Matt
Vice President, National Accounts
Atkin, Jackie
McMorris, Carla
Digital Programs Manager
Vice President Marketing
Reagan, Allyson
CBS Corp.
ECommerce Programs Manager
Wilcox, Jamie
Poltrack, David
Chief Research Officer
BrightLine
Jacobs, Walker
Shapiro, Kenneth
Allison, Anda
Ribeiro, Scott
Byrne, Kasey
President, Digital Revenue Strategy
Chief Revenue Officer and President
of Sales
Cardlytics, Inc.
Marketing Services Manager
Song, Rick
Director, Search
Director, Digital Media
Wedig, Daphne
Clear Channel Media +
Entertainment
Centro, Inc.
Coca-Cola Company
Milne, Mark
Marketing Procurement
Canfield, Kim
Director, US Media
Comcast Cable
Intermaggio, Peter
Marketing Communications
Company of Others, The
Grubbs, Steve
Crisp, Callie
Senior Strategic Advisor
Account Management
Henderson, Alex
Thomas, Charlie
Sales Manager
Lozano, Jose
Nunez, Steve
Wenzel, Kelly
Director, Sales
O`Brien, Courtney
Chrysler Group LLC
Sales Manager
Reed, Betty
BrightRoll
Senior Manager,
Media and Social Media Ops.
Whittingham, Charlie
Thomson, Susan
Senior Vice President, Sales
Director, Media and Social Media
Bureau
City of Hope
Sadeghy, Mary
Cunningham, Sean
Associate Vice President, Marketing
23
Allen, Kyle
Media Director
Cortex Media
Janisse, Roland
Managing Partner
Cox Communications
Leonard, Renee
Senior Sourcing Manager
Attendees
presented by Google
Pizzolato, Gene
President
Scott, Michael
Strategic Partnerships
Stinnett, Laura
Cox Media Group
Curran, Paul
Cox Reps
Gibson, Gib
Senior Vice President, DOS
Karczewski, Raymond
Senior Vice President/ DOS
Palmer, David
President
CRO Partners
Kerans, Mike
Consultant
DataXu
Journey, R Bruce
Co-Founder and Chief Customer
Officer
Dell Inc.
Chandler, Julie
Moran, Luciana
Global Media Manager
Snyder, Laura
Global Media Director
Suryadevara, Anu
Erhardt, Ed
Jansen, Jim
President, Global Customer
Marketing and Sales
Head of Sales
Deloitte Consulting
Midha, Ashish
Barton, Chris
Principal
Betron, Tricia
Discovery Communications, Inc.
Multimedia Sales
Montoya, Enrique
Solutions Manager - International
ExxonMobil
Snow, Angela
Monaco, Adam
Corporate Advertising Manager
Senior Vice President, Multimedia
Sales
Fidelity Investments
O’Connell, Debra
Shasha, Danuta
President
Media Services
Doner Advertising
Forrester Research, Inc.
Linder, Ryan
Evans, David
Senior Vice President, Chief Growth
Officer
Global Event Content Strategy
Nail, Jim
Edward D. Jones & Co., L.P.
Principal Analyst
Brown, Traci
Fox Cable Networks
Creative Services Dept. Leader
Fernandez, Jose
Emmis Communications
Account Executive
Maki, Val
FOX Sports Network
Senior Vice President, Radio Division
Cahalan, Kimberly
Entravision
Senior Director, Research
Melendez, Eddie
Google
Executive Vice President, National
Sales
Arnold, Bob
Digital Media and Strategy Lead,
North America
Entravision Communications
Carrera, Mario
Bienstock, Lee
Financial Services
ESPN
Canning, Jerry
Brown, Barbara
Director, Financial Services
Vice President Multimedia Sales
Hagberg, Erika
Kaplan, Michael
Head of Agency Business
Development
Kronick, Allison
Global Industry Relations
Pajak, Matt
Account Executive
Reider, Suzie
Managing Director, Brand Solutions
- North America
Young, Allison
GroupM Interaction
Montgomery, John
Chief Operating Officer, North
America
GSN
Ponce Abrams, Cynthia
Senior Vice President, Sales Strategy
and Operations
Zaccario, John
Executive Vice President Ad Sales
GumGum
McFarland, Brian
Harvard Business Review
Day, Gail
Publisher
Hearst Magazines
Hamill, Jeff
Hill Holliday Advertising
Stockwell, Cindy
Senior Vice President, Group Media
Director
Financial Services
24
www.ana.net
Attendees
presented by Google
Home Depot, Inc.
Integer Group LLC, The
Kargo
Litton Entertainment
Conklin, Rex
Grabois, Joel
Berger, Alexis
Solomon, Dan
Media Director
Media Supervisor
Managing Director
Home Team Sports
Integral Ad Science
KDAF-TV
LoudDoor LLC
Schreer, Arnold
Low, Whitney
McDonald, Steve
Kushner, Glen
Partnership Development
Sloan, Craig
Wallin, Ian
Vice President,
Business Development
Howard University
Airhiavbere, Amenze
Batia, Tina
Ferguson, Yuvay
Founder
Vice President, Network Sales
Franklin, Jessica
Maloney, RJ
Watson, Brittney
IBM Corporation
Fredette, John
Manager, Global Media and
Sponsorship Marketing
IKEA North America
Foor, Julie
Media Specialist
Morales, Luz
Kaline, Mark
Licensing and Consumer Services
Kiss Products, Inc.
Director, Media Investment Leverage
Connell, Carrie
Ganesh, Gayathri
Senior Marketing Manager
Vitale, Sal
Category Leader, Media Procurement
KMOV/TV
Schack, Martin
Johnsonville Sausage LLC
Director of Sales
Pereira, Fabian
Vice President
LifeLock, Inc.
Fischer, Eric
Director of Media, Sponsorship
and Media Analytics
Kwok, Connie
Milway, Colleen
Insight Express
Figel, Lisa
Niszczak, Kelly
Media Specialist
Vice President, General Sales
Manager
Johnson & Johnson
Internet Specialist
Suku, Orela
Farber, Todd
Vice President Network Sales
Media Director
Media Specialist
KGO-TV/KFSN-TV
ION Media Networks
Ford, Jazzmene
Sebastian, Simone
Director Insights and Analytics
Solutions Center
Malone, Deb
Diefenbach, Laura
Lee, Nakiya
Fetters, Aaron
Internationalist, The
Assistant Professor, Marketing
Gray, Natasha
Kellogg Company
LIN Media
Media Director
Kelly, Mike
Vice President - Sales
Kaplan University
Little Caesars, Inc.
Gerber, Shelley
Marketing Director
Barton, Brandi
National Media Manager
Farrar, John
Vice President, Cross Media
www.ana.net
25
Lucile Packard Children’s
Hospital Stanford
D’Addario, Jeannine
Vice President and
MailOnline
Kaplan, Matt
Morris, Simon
Director of Sales
Sutton, Rich
Major League Soccer
Licea, Erik
Account Executive, Digital
MarketShare
Schlesinger, Lynn
Jankowski, Benjamin
Attendees
presented by Google
MDC Partners Inc
Cass, Martin
MEC
Reilly, Laura
Planning Director
Media Barrio
Logan, David
El Presidente
Gunzerath, David
and Associate Director
MediaCom
Komack, Adam
Chief Client Officer
MediaMarketing Enterprises
Glod, Pattie
President
Mediaocean
Breen, Ken
Senior Vice President Global Agency
Relations
Meredith Corporation
Schenck, Chip
Vice President,
Programmatic Sales and Strategy
Moat
Goodhart, Jonah
Chief Executive Officer and
Co-Founder
Nielsen Company, The
Peter J Solomon Company
Daija, Sheryl
Brennan, Terrie
Boidman, Mark
Chief Strategy Officer
Executive Vice President, General
Manager, Advertiser Solutions
Director
Stuart, Greg
Brothers, Lance
Global Chief Executive Officer
Business Development, Digital
Multimedia, Inc.
Mariano, Fernanda
Lane, Brian
Media Relations Manager
Senior Vice President, Nielsen Media
Tracking
MundoFOX
NUVOtv
Price, Alex
D`Ablemont, Chris
National Spot Sales Manager
Vice President, New Business
Woodie, Phillip
Geller, Craig
Senior Vice President MundoFOX
National Spot Sales
Senior Vice President, Ad Sales
Reyes, Alexandria
Nationwide
Manager, Ad Sales
Myer, Jeff
Silva, Jason
Director, Brand Management
Director of Client Marketing
Solutions
NBC Local Media
LeBlanc, Bill
Octagon Entertainment
Repicci, Thomas
Vice President, Operations and
Brand Relationships
NBCUniversal
Chiulli, Tony
OwnerIQ
Senior Vice President, OTS
Daniel, Rob
NBCUniversal Media LLC
Kummer, Daniel
Advertising Sales
Vice President, Litigation and
Content Protection
Snell, Richie
Vice President Agency Development
Neustar
Panera Bread, LLC
Joshi, Marie
Curtis, Gretchen
Director
Director of Media
Marke, Karin
Parade Media Group LLC
Head of Agency Sales West
and Midwest
Sergenian, Dana
Mazzarella, Anthony
Senior Vice President/Sales
Head of Agency Sales
Pollo Tropical
Pascual, Sandra
Procurian
Lotito, Michael
Managing Director, Marketing
Practice
Programmatic Mechanics
Gooberman, Keith
Prudential Insurance Company of
America
Galindez, Alexandra
Vice President, Women and
Multi-Cultural Marketing
RAPP
Brown, Tracey
Rumpler, Tim
Binder, Tricia
Campbell, Regina
Gerdes, Kim
Manager, Digital and Media Services
Tucker, Buddy
Director, Digital and Media Services
Safelite Group
Fine, Whitney
Marketing Specialist, Advertising
Johnson, Matt
Advertising Director
26
www.ana.net
Attendees
presented by Google
SBGTV
Collins, Amy
Director of Sales
Scripps Networks Interactive
Roark, Kelly
Vice President Interactive Sales
and Development
Select Comfort Corp.
Bailey, Lisa
Director of Brand Marketing
Seventh Generation
Blazewicz, Julian
Shire Pharmaceuticals Inc.
Marlowe, Samantha
Roskowski, Scott
Vice President, Regional Sales
Senior Vice President, Marketing
Staples, Inc.
Davis, Robert
Ramos, David
Managing Director
Director of Media and Sponsorships
Spanish Broadcasting
System, Inc.
Jasin, Berry
Senior Vice President National Sales,
Consolidated, Revenue Chief
Mega TV
SQAD, LLC
Fried, Larry
www.ana.net
Director of Advertising Sales
Sun Products Corp.
Director of Media, Production and
Agency Management
Account Executive
Silha, Fred
Senior Marketing Manager, Media
Kashimer, Bill
Rigoni, Madeline
Tribune Broadcasting
Bytell, Amy
Director, Sales
Brand Strategy
Senior Marketing Manager, Digital
Media
Scarborough, Jae
Piccone, John
Paschkes, David
Beale, Samantha
Vice President, FAF-Media Services
Marketing Manager
TouchTunes Interactive Networks
Subway
Integrated Marketing, GI (Lialda)
Kilkenny, Ryan
Global Vice President, Client
Solutions
Starcom USA
Ford, Karie
Simulmedia, Inc.
Ehrlich, Phyllis
Director Media Services
Markowitz, Christie
Simpli.fi
Time Warner Cable
Shaw, Marjorie
Weaver, Joe
Senior Director, Enterprise
Turner Broadcasting Sales, Inc.
Hoak, Keller
Spadaro, John
Vice President
Vice President, CNN Sales Research
Telemetry
Univision Communications Inc.
Torres, Al
Roman, Antonio
Vice President of Sales and Business
Development
Senior Vice President, National Sales
Whitlock, Kathy
Television Bureau of
Advertising, Inc.
Vice President, Agency Development
Varick Media Management
Auerbach, Abby
Rostkowski, Paul
Executive Vice President and Chief
Marketing Officer
President
27
Chung Tsang, Janie
Advertising Media Manager
VITAS
Ocana, Jennifer
Internal Management Consultant
Voltari
Cheetany, Nick
Director of Sales
Kieren, Annie
Sales Director
W&V
U.S. Correspondent
Seltzer, Bryan
T. Rowe Price Investment Services
Visit Philadelphia
Freund, Lee
Associate Professor
Market Manager
Schwab, Irmela
Scovic, Chip
Egan, Beth
Fadjo, Courtney
TubeMogul Inc.
Vice President, Enterprise Sales
Syracuse University
Vision Service Plan, Inc.
Dold, Emily
Marketing Promotions Manager
Kramer, Bruce
Vice President, North America
Consumer Sales and Marketing
Watson, Tom
Sales Manager
Yde, Steven
Warc.com
Precourt, Geoffrey
U.S. Editor
Attendees
presented by Google
Warner Bros.
WESTERN DIGITAL
WSET
Xerox Corporation
Strong, Ann-Marie
Banda, Melyssa
Kayes, George
Basney, Barbara
Director
Director
Vice President,
Global Advertising and Media
WDIV
Western Digital Corporation
WTHR
Macko, Gary
Goodwin, Jeff
Warner, Timothy
Senior Director
Global Digital and Social Strategy
DOS
Weather Channel, The
Steinberg, Jeremy
Digital Ad Sales
Weather Company, The
WKRG
Anagnost, John
Coffman, Tina
Vice President, Eastern Region
Donovan, Julie
WNBC
Hlavacek, Jeremy
Harnaga, Robert
Vice President, Programmatic Sales
Wendy`s International, Inc.
X+1
Bucher, Lloyd
Vice President,
Media Strategy and Activation
Station Manager
Arkin, Matt
Vice President of Programmatic
Zenith Optimedia, N.A.
Nitti, John
President, Activation
Director, Eastern Region
Shoreland, James
Lengua, Carmine
Executive Vice President, Director
Corp. Development
Manager, Solutions Architecture
XAd
WPTV TV/NewsChannel 5
Sullivan, Tim
YuMe
DiStefano, Alicia
Head of Travel and Southeast Sales
Hickey, Chad
Vice President of Global Sales
Sharma, Dipanshu
28
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
580+ 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.
29
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 | djaffe@ana.net
www.ana.net/advocacy
30
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
31
31
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 break-
through 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 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
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: training@ana.net | visit: www.ana.net/som
www.ana.net/som
32
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.
The Cardlytics Advantage
Scale
• Nearly 400 financial institution partners, including Bank of America, PNC, Regions,
and hundreds of local banks and credit unions
• Data from 11 billion transactions a year comprising $500 billion in consumer spend
Engagement
• 200 million monthly logins via banking partners
• 15 million active mobile users
Retailer Participation
• Partnering with hundreds of national retailers in the U.S. and thousands of regional
and local businesses
• Drove $512 million in sales to retailers in Q2 2013 alone
Proven Track Record
• Founded in 2008; headquartered in Atlanta, GA, offices in San Francisco, London
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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.
April 23–24, 2014 | Washington, DC
May 4–7, 2014 | Naples, FL
Advertising Law &
Public Policy Conference
Advertising Financial
Management Conference
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Digital & Social Media
Conference
Masters of Marketing
Annual Conference
November 9–11, 2014 | Miami Beach, FL
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.
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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.
www.ana.net
49
DIGITAL ADVERTISING ALLIANCE
Protecting online privacy & consumer choice.
Pioneering online advertising privacy
Digital Advertising Alliance (DAA) is the industry standard-bearer for giving consumers enhanced transparency
control over their online advertising privacy. A non-profit that represents the entire online marketing industry,
we’re the premiere self-regulatory body that collaborates with businesses, public policy groups and public
officials to pioneer and maintain industry standards for consumer privacy, transparency and control.
Our programs reach the online marketplace though hundreds of companies and thousands of brands,
including the top global Internet advertising networks.
Setting global standards
In 2009, we set the standards for industry self-regulation with our Principles for Online Behavioral Advertising.
Based on the Federal Trade Commission’s published guidelines, they have become the universal online
adverting standard for companies dedicated to protecting consumer privacy and choice. The Principles were
updated to extend to the mobile environment in 2013.
Self-regulatory implementation and enforcement
To implement these standards, we collaborate with online safety leaders such as TRUSTe and Evidon. For
enforcement, we work closely with the Advertising Self-Regulation Council, a division of the Better Business
Bureau, and the Direct Marketing Association.
A global initiative
The DAA Principles are rapidly becoming the global standard, reaching more than 31 countries across the EU,
Canada and expanding to other markets in 2014.
Creating the “trust mark” for consumer choice
When people see our DAA icon, they know they have control over their online advertising privacy choices.
Used by hundreds of businesses and thousands of brands, it appears in more than one trillion ads globally
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Securing governmental recognition and trust
Highly regarded within federal and state regulatory and legislative arenas, DAA has been recognized by the
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Ensuring sound policy and protecting 675,000 jobs
According to researchers from Harvard Business School and Columbia University, the entire data-driven
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the entire digital ecosystem and offers tools to help small publishers implement DAA principles.
Find out more at: www.aboutads.info
presenting sponsor:
conference sponsors:
exhibitors:
Marketing Analytics Leadership Award
ANA
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Media Leadership Conference - Association of National Advertisers

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