ana digital & social

Join the conversation on Twitter by using #ANAmarketersUpload photos and video, and make comments on facebook.com/ANA

Thursday, February 13, 2014 | 7007 SeaWorld Drive | Orlando, FL

ANA Digital & Social Members-Only Conference at SeaWorld

www.ana.net 1

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

Speaker Bios .................................................................... pg 4

Attendees ........................................................................ pg 7

ANA Member Benefits .....................................................pg 17

Table of Contents


2

Breakfast (8:15 a.m.)

General Session (9:00 a.m.) WELCOME & OPENING REMARKS Terry Prather President, Orlando Parks SeaWorld Parks & Entertainment

Toni Caracciolo Vice President, Sales & Marketing SeaWorld Parks & Resorts Orlando

“DISNEY SIDE:” LEVERAGING SOCIAL & MOBILE TO LAUNCH NEW NATIONAL CAMPAIGN In this session, Walt Disney Parks & Resorts will share their launch of the new “Disney Side” national campaign through leveraging social content and traditional media channels to drive social engagement. The new national campaign for Disney Parks encourages consumers to share their Disney Side, the side of them that laughs more, screams more, and just plain lives life to the fullest. It’s the side that comes out to play the moment they and their families step through the gates of a Disney theme park. Disney Parks believes this message is best told by consumers and influencers. See how Disney Parks worked with social media influencers to create and distribute a robust Disney Side content plan and why it was important for Disney Parks to create a dedicated destination to aggregate all of the Disney Parks through influencer and consumer-generated content. Tom Aronson Vice President, Digital Marketing Walt Disney Parks & Resorts

Leanne Jakubowski Director, Social Media & Public Relations Walt Disney Parks & Resorts

Tim Klauda Vice President, Global Digital Creative Walt Disney Parks & Resorts

THINKPAD LEVELS THE PLAYING FIELD WITH 1:1 GLOBAL DIGITAL ENGAGEMENT Lenovo, the marketer of ThinkPad computers, has recently transformed from a global #4 PC player to global #2, with significant contributions from global eCommerce. The ThinkPad brand has expanded globally and has harnessed the power of crowdsourcing and social engagement in an authentic way. In this session, they will share key insights and lessons learned that marketers can take back to their organizations.

Ajit SivadasanVice President/General Manager, Marketing & Social MediaLenovo Corporation

JETBLUE AIRLINES STEPS AHEAD OF THE GAME WITH SUPERIOR DIGITAL CONSUMER EXPERIENCE INTEGRATION JetBlue — the only 4-star airline in the U.S. — is already known for being a step ahead at 35,000 feet. However, JetBlue needed to ensure that the customer experience on the ground left their customers just as happy, especially on the digital and mobile channels where they are spending an increasing amount of their time. In this session, learn about the multi-faceted and comprehensive re-architecting of the entire JetBlue customer experience, with a particular

focus on digital, mobile, and social channels. The airline’s desire to translate the “humanness” of the their brand to their digital presence, and increase the number of flyers participating in the TrueBlue loyalty program led to fully integrated .com, to mobile, social, in-flight, terminal, and loyalty. They will fully explore how each of these channels complement and work in concert with each other and how to map back to a larger customer experience that’s authentic, meaningful, and valuable.

Maryssa Miller Head of Digital Commerce JetBlue John Noe Managing Partner & CEO Rokkan

Lunch (12:00 p.m.)

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

HOW USER-GENERATED CONTENT SPARKED A SHIFT IN EXPEDIA’S BRAND MARKETING STRATEGY

In today’s digital age, brands need to be storytellers, but the most compelling stories often come from consumers — they’re not something brands can authentically create. Expedia leveraged this idea and the transformative power of travel to create Find Yours, a multi-platform campaign featuring user generated content that shows the rich and unique experiences each person finds when traveling. A seismic shift from previous Expedia marketing campaigns, Find Yours appeals to the personal and emotional side of travel rather than the

Agenda

www.ana.net


www.ana.net 33

operational components of booking a trip. Find Yours became a wildly successful campaign allowing Expedia to integrate the messaging into several spinoff campaigns crossing cultural and political boundaries. Expedia has leveraged the success of the campaign and partnered with various brands in a cooperative content marketing effort to promote the Find Yours messaging. In the session, they will share their new approach to content marketing and how it has moved the company forward in unexpected ways and reinvented the way the brand communicates with customers.

Noah TrattGlobal Vice President, Media SolutionsExpedia, Inc.

HOW TO SUCCEED IN BUSINESS… IN THE AGE OF THE CUSTOMER

Digital technologies have fundamentally changed people and the way they engage with the world around them. Companies who fail to change their ways of doing business are ripe to be disrupted by new players who deliver what the customer needs, when and how she needs it. In this session, we’ll address the key macro trends that business leaders need to be thinking about in 2014 to pivot their enterprises for success in the age of the customer, from digital disruption to the mobile mindshift to customer experience.

Cory MunchbachMarketing Strategy Analyst serving CMOs and marketing leaders Forrester Research, Inc.

HOW SOCIAL MEDIA MONITORING CAN BOLSTER A BRAND

With the burgeoning interest in the sport of auto racing, as well as exploding consumption of platforms such as Facebook, Twitter, Instagram and Pinterest, NASCAR recognized the need to bring all digital and social media initiatives in-house to increase engagement with fans. Hence, the creation of the Fan and Media Engagement Center, launching what Fortune called one of the most sophisticated data mining operations in sports. It’s a custom-built platform that provides real-time analysis of the deluge of social media NASCAR’s events inspire. It’s also the first ever to combine not only social, but also traditional and broadcast media analysis. In this session, they will share this ground-breaking platform and how it has allowed near real-time response to fans as well as national, local and global media.

Eric NyquistVice President, Strategic Development NASCAR

Conference Adjournment (3:30 p.m.)

Agenda

www.ana.net


www.ana.net 4

Speaker Bios

Leanne JakubowskiDirector of Social Media & Public RelationsWalt Disney Parks & Resorts

Leanne Jakubowski is the Director of Social Media/Public Relations at Disney Parks. She leads the team that manages the Disney Parks Blog, the flagship Twitter accounts, the Disney Parks Moms Panel, blogger relations, and the strategic development and implementation of social media across marketing tactics. She also produces the annual Disney Social Media Moms Celebration — a highly sought-after conference for social media influencers. She has been with Walt Disney World for nearly 15 years. Prior to Disney, Leanne worked in the broadcast TV news business spending nearly 10 years in the newsroom at the ABC affiliate in Orlando, Florida.

Tom AronsonVice President, Digital MarketingWalt Disney Parks & Resorts

Tom joined The Walt Disney Company in 2007 to focus on mobile marketing initiatives, including the launch of Disney Parks’ first mobile application. In his current role, Tom leads the digital marketing team, which manages the development of many digital and social marketing programs for the Disney Travel portfolio. This includes the active management of key social media platforms such as Facebook, Instagram, YouTube, Pinterest, and Tumblr. Before joining Disney, Tom managed award-winning advertising campaigns for top technology brands. At TBWA\Chiat\Day Advertising, Tom led many new product launches for Apple and also worked on the NASCAR Nextel Cup rebranding for Nextel. Tom is a graduate of the University of Michigan and received his M.B.A. from the UCLA Anderson School of Management.


Tim KlaudaVice President, Global Digital CreativeWalt Disney Parks and Resorts Online

Tim joined the Walt Disney Company in June of 2012 as the vice president, global digital creative for Parks & Resorts. In this role, Tim is responsible for leading the digital creative teams at WDPRO and all digital and online creative development for the marketing organization to produce the highest-caliber creative content across all platforms. Prior to joining the Walt Disney Company, Tim spent 8 years with ZAAZ (now part of Possible Worldwide) — a WPP owned digital agency headquartered in Seattle, WA. While there he worked as art director, interactive design director, group creative director and finally executive creative director. At ZAAZ his creative team of designers, copywriters and user experience architects generated innovative and success-ful digital solutions across web, mobile and social media for a variety of clients including Audi, Morgans Hotel Group, Converse, Tazo, Entertainment Weekly and Alaska Airlines. His work has been featured multiple times in Communication Arts Interactive Annual and The FWA as well as the HOW International Design Annual, PRINT Digital Design Awards, London International Awards, One Show Interactive, Flash Forward, FITC Award and the AdAge Media Vanguard Award…among others. Tim has a BA in art with an emphasis in graphic design from San Diego State University. He currently lives in Glendale, CA with his wife Marcie, daughter Katelyn, son Walker and a Bernese Mountain Dog named Hank. He can also walk, chew gum (same time), has decent 80’s trivia chops and in younger times was a fairly accomplished volleyball coach.

www.ana.net 5

Speaker Bios

Cory’s research examines the technologies, data, and processes required to deliver a complete brand experi-ence across the customer life cycle and, particularly, along the path-to-purchase. This work includes analysis of consumer behavior, implications for marketing and business processes, and the CMO’s role in leading a customer-obsessed marketing organization. In addition, Cory focuses on the marketing implications of digital disruption, particularly as new digital tools meet consumer needs and offer a means by which to build deeper, stronger relationships with customers.

Cory MunchbachMarketing Strategy Analyst serving CMOs and marketing leadersForrester Research, Inc.

Maryssa Miller Head of Digital CommerceJetBlue

Maryssa Miller is currently the head of digital commerce for JetBlue Airways Corp. She previously has had over 15 years of digital experience working for other strong brands such as 1-800-FLOWERS and Scholastic. She holds a B.S. in Business Administration/Marketing from the State University of New York at Albany and a Master of Science in Direct and Interactive Marketing from NYU, where she has also served as an adjunct professor. After completing her graduate degree, Maryssa moved to Lacoste where as director of e-commerce she was tasked with building the first ever e-commerce site for the internationally recognized brand and had full P&L responsibility for the channel. She was also responsible for the e-mail program, paid search, search engine optimization, customer database, social media and other online marketing efforts. Most recently, Maryssa was vice president of e-commerce for Create the Group, where she provided strategic digital consulting services for high profile clients, including David Yurman, Nars, Alexander Wang and several LVMH companies. In addition, Maryssa has served on several industry advisory boards for Shop.org, Luxury Interactive and the Direct Marketing Association Echo Board of Governors. She was nominated as a “Rising Star Under 40” by the Direct Marketing Educational Foundation and is a frequent industry speaker. Maryssa is a life-long New Yorker and currently resides in Manhattan.


One of the co-founders of ROKKAN, John started the agency with the intent to deliver solutions to clients with all perspectives in mind — business value, consumer value, brand story and emotional connection. ROKKAN has grown into one of the most awarded digital agencies in the world, most recently being named the number one digital agency to watch in 2013 by Advertising Age. But at the start of it all, the agency began from humble origins, in a living room in Jersey City, NJ between two partners hungry to grow a unique culture of constant problem solving. Since the agency’s start, John has led business development, strategy and client services to grow relationships with a marquis client roster that includes American Express, JetBlue, Chipotle, Purina Nestle and more. ROKKAN, now a part of the Publicis Groupe Network, remains a standalone digital agency within the network with intent to grow and evolve its offering, most recently expanding into Chicago and Los Angeles. John speaks on various panels and conferences and sits on the Advisory Board of JetBlue’s Customer Connections group, which oversees E-Commerce, Customer Service, Loyalty, Corporate Social Responsibility and Social. John holds a Bachelors of architecture from Cornell University.

John NoeManaging Partner & CEOROKKAN

www.ana.net 6

Speaker Bios

As global vice president of Expedia Media Solutions, Noah Tratt oversees media sales, product development and execution, and related business development efforts for the Expedia, Inc. brands. Tratt and his team develop and manage multifaceted, award-winning campaigns and initiatives that drive results for Expedia and its global network of valued partners, across all digital platforms. A member of the Expedia, Inc. family for more than 10 years, Tratt has overseen thousands of digital marketing initiatives and in the past two years alone, has grown the media solutions business by nearly 50 percent. With more than 20 years of marketing and sales experience, Tratt started his career as a product manager for Microsoft Excel 3.0 and was part of the team that shifted marketing and product efforts toward the integrated Microsoft Office platform. He subsequently launched a tech startup called Daily Rocket — later sold to Fiserv – which used technology and content to enable large banking firms to market themselves to consumers in the online securities business. In 2002, Tratt joined Expedia, Inc. to lead the car rental business and later served as vice president of supplier strategy for Expedia Corporate Travel, where he and his team managed air, hotel and car partnerships.


Ajit Sivadasan is the global head of Lenovo.com and manages all key aspects of Lenovo’s global web strategy. This includes B2B and B2C web sales and marketing and its overall digital strategy across their extensive web presence in 70+ countries. Ajit is passionate about all things digital and web, but more so about online user experience, advanced customer segmentation, predictive analytics and big data, flexible ecommerce platforms, immersive social media strategies and building world class global talent. Ajit is a frequent speaker at industry events and academia primarily focused on eBusiness and online retailing. Ajit has spent the last 15+ years evangelizing and practicing eBusiness strategies and has emerged as one its innovative, dynamic and results oriented leaders. Prior to his roles at Lenovo and Gateway, he worked as a management consultant at Deloitte & Touche and at other multinational firms in the Middle-East and India. He holds a B.S in industrial engineering, M.S in industrial management from Northern Illinois University and an MBA from the Peter F. Drucker Graduate School of Management in Claremont, California.

Ajit SivadasanVice President/General Manager, Marketing & Social MediaLenovo Corporation

Eric Nyquist is NASCAR vice president, strategic development, helping to manage the course of key business developments and planning across NASCAR and NASCAR Media Group. In this role, he helps the Chairman frame the larger industry’s strategic agenda, oversees projects critical to the company’s growth and works collaboratively with NASCAR’s senior executives to identify, pursue and resolve larger key initiatives across the industry. Nyquist joined NASCAR in 2005 as part of the business affairs depart-ment. During his tenure at the company, Nyquist has led the development, formation and implementation of the industry’s collective strategic business plan, known as the Industry Action Plan (“IAP”). Prior to the emergence of the IAP, Nyquist played a critical leadership role in the assessment, restructuring and proactive development of several key operations. Nyquist was a driving force behind launching NASCAR Green and bringing American Ethanol into the sport as part of the transition to E-15 in all three national series. Prior to joining NASCAR, Nyquist served as Executive Vice President of Chicago White Sox Enterprises from 1999-2004. In this role, Nyquist managed strategic development initiatives across the Chicago White Sox, Chicago Bulls and United Center organizations, reporting directly into owner Jerry Reinsdorf. Nyquist started his career in 1998 at the National Football League in New York, working in Roger Goodell’s League Development department. He has a B.A. in international economics from Carleton College (magna cum laude), an MBA in analytical finance from the University of Chicago Graduate School of Business (with high honors), and a J.D. from the University of Chicago Law School.

Eric NyquistVice President, Strategic DevelopmentNASCAR


www.ana.net 7

Jenny AaronAssociate Marketing Manager - ContractTransitions Optical, Inc.

Dave AbbruzzeseManager, Business Insights and AnalyticsDisney Theme Park Merchandise

Darlene AbubakarSenior Director, National Advertising and Marketing ProgramsAmtrak-National Railroad Passenger Corp.

Libby AcombSenior Web Account ManagerWalt Disney Parks and Resorts

Danielle AdamsSocial Media SpecialistDentalPlans.com

Laura AdamsArt DirectorDisney Destinations LLC

Amanda AdlerCommunications ManagerDisney Destinations LLC

Gabe AgudeloDomestic Marketing StrategyWalt Disney Parks and Resorts

Carl AllenAssistant Manager - Advertising, Media and BrandSeaWorld Parks and Entertainment

Yadira AmbertMarketing AssociateDisney World

Ian AndersonMarketing CoordinatorDisney Destinations LLC

Urooj AnsariAccount ManagerWalt Disney Parks and Resorts

Jennifer ApyProduct MarketingAdobe Systems Incorporated

Cindi AquilinoCMR, Account ManagerWalt Disney Parks and Resorts

Jane AquinoRelationship Marketing ManagerDisney Destinations LLC

Tom AronsonVice President, Digital MarketingWalt Disney Parks and Resorts

Pilar Arroyos OjedaAssociate Marketing ManagerWalt Disney Parks and Resorts

Joshua AshcraftStatistical AssociateDisney Destinations LLC

Lauren BahrCustomer Managed Relationships Program AssociateWalt Disney Parks and Resorts

Carissa BaileyCoordinator, ConferencesANA

Brad BakerMarketing Manager, Disney DestinationsWalt Disney Parks and Resorts

Carol BangaGroup Sales Development and Integration DirectorDisney Destinations LLC

Heidell BaranManager Consumer InsightsWalt Disney Parks and Resorts

Lauren BarashDirector of MarketingMoe’s Southwest Grill

Adam BarefootVideographerLifeSouth Community Blood Centers, Inc.

Stephen BarnesDigital Media ManagerWalt Disney Parks and Resorts

Joshua BauderMarketing Graphic Design InternDisney Sports

Elizabeth BaxterWalt Disney Parks and Resorts

Sally BeattyBrand ManagerRaymond James Financial, Inc.

Chris BeauryAccount ManagerWalt Disney Parks and Resorts

Jodi BennettRelationship Marketing DirectorWalt Disney Parks and Resorts

Anna BerryGraphic DesignerDisney Destinations LLC

Daniel BetancourtAccount ExecutiveMarriott Vacations Worldwide

Evelyn BjornsonSenior Customer Marketing ManagerCoca-Cola Company

Koertni BlackketterLifeSouth Community Blood Centers, Inc.

Alex BlundoDisney World

Chris BorekDirector, Interactive EcosystemDarden Restaurants

Ken BottDirector, Interactive EcosystemsDarden Restaurants

Kelsey BoyerGraphic DesignerDisney Destinations LLC

Cynthia BrackinDigital Marketing DirectorDisney Destinations

Jason BrindelCorporate Manager, Digital InnovationSeaWorld Parks and Entertainment

Heidi BrishkeSystem Integration and Labor Systems ManagerDisney Destinations LLC

Lindsay BroadhurstCommunication and Social Media RepWalt Disney Parks and Resorts

Attendees


www.ana.net 8

Katie BroomeAssociate EditorAAA

Philip BrownDisney Destinations LLC

Scott BrownAccount ExecutiveMarriott Vacation Club International

Sean BrownMarketing Manager, Disney SportsWalt Disney Parks and Resorts

Evan BrownsteinSenior Director of MarketingCheckers Drive-In Restaurants, Inc.

Shawn BruceSystems ManagerDisney Destinations LLC

Chris BrumbaughSocial Media RepresentativeExperience Kissimmee

Larissa BryanDirector, Global Analytics and IntelligenceTransitions Optical, Inc.

Danielle BryantDigital Marketing AssociateDisney Destinations LLC

Holly BryantManager, SponsorshipsVerizon Wireless Inc.

Elliot BurakVice PresidentU.S. Trust, Bank of America

Leah BurgessField Marketing ManagerCheckers Drive-In Restaurants, Inc.

Jim BurkeVice President, Corporate CommunicationsHarris Corporation

Danielle BurnardProgram ManagerDisney Destinations LLC

Patrick BurnettWalt Disney Parks and Resorts

Maira ByersDisney Destinations LLC

Juan Carlos CardonaAssociate Marketing ManagerDisney Destinations LLC

Jane CarpenterSenior Sales ManagerWalt Disney Parks and Resorts

Emily CarreonDisney World

Cindy CarterMailing Solutions SpecialistUnited States Postal Service

Natanyi CarterMarketing ManagerDisney Destinations LLC

Dave ChabotMarketing Manager, Disney DestinationsWalt Disney Parks and Resorts

Rowland ChainSales Development DirectorDisney Destinations LLC

Carol ChukwuAssociate Brand ManagerDisney Vacation Club Inc.

Kim CisselDigital Marketing ManagerUniversal Orlando Resort

Megan ClancySocial Media CoordinatorStarwood Hotels & Resorts Worldwide, Inc.

Darcy ClarkAccount ManagerDisney World

Regina ClementDirector, Creative ServicesWTA Tour, Inc.

Mike CohenWalt Disney Parks and Resorts

Monica CoimbraWalt Disney Parks and Resorts

Erin ColeDigital Partnership ManagerPGA TOUR, Inc.

Loryn CollinsCMR Program AssociateDisney Destinations LLC

Matt ColwellManager, CRM and LoyaltyDarden Restaurants

Brynna ConnorsSales ManagerDisney Destinations LLC

Cristina CoonsWalt Disney Parks and Resorts

Gabryel CosanniCMR Campaign ManagerDarden Restaurants

Kenneth CossinCourse DirectorFull Sail University

Jocelyn CostaCMR Program AssociateDisney Destinations LLC

Marlene CowanChannel Manager, AdvertisingFlorida Power & Light Co.

Camille CowinCMR Program AssociateDisney Destinations LLC

Terry CoxSearch Engine Marketing DirectorWalt Disney Parks and Resorts

Rebecca CrawfordWalt Disney Parks and Resorts

Daniel CrespoSenior Communications Manager, MediaC Spire Wireless

Amanda CrowleyDirector, Marketing Knowledge CenterANA

Sybil CrumDirector, Marketing Strategy-ResortsWalt Disney Parks and Resorts

Brenna DacksMarketing Solutions and Sales ManagerVisit Florida, Inc.

Antoinette DavidDirector, Product ManagementDisney World

Attendees


www.ana.net 9

Janelle DavisAssociate EditorAAA National

Lisa DayMarketingDisney World

Michael DempseyManager of TechnologyWalt Disney Parks and Resorts

Lisa DeteringDigital Marketing RepresentativeVisit Orlando

Mary DevineManager, Social MediaAAA

Eugene DowneySport Marketing InternWalt Disney Parks and Resorts

Greg DowneyVice President Strategic PartnershipsLadies Professional Golf Association

Wendy DoxAssociate Manager Discovery Cove BrandSeaWorld Parks and Entertainment

Marjorie DufekDirector, Digital MarketingBrown-Forman Corporation

Mane DuffordManager, Account ManagementDisney’s Yellow Shoes Creative Group

Shauna DugandzicAccount ManagerDisney Destinations LLC

Paul DumaDisney Destinations Marketing

Christi DuncanSocial Media Content DeveloperAAA

Chris DyerManager, Product ManagementWalt Disney Parks and Resorts Online

Cindy DykmanDirector Relationship MarketingDisney Destinations

Jerry EdmonsonDirector of Internet StrategyMarriott Vacation Club International

James EfstathiouSenior DeveloperWalt Disney Parks and Resorts

Karin EgelandSenior Product ManagerWalt Disney Parks and Resorts Online

Denise EhrichSenior Vice President, Chief Marketing OfficerSeacoast National Bank

Catherine EkinsInternational Project SpecialistDisney Destinations LLC

Akiyu ElguennichAssociate Marketing ManagerDisney Vacation Club Inc.

Mary Beth EliasManager, Travel Industry Marketing WholesaleWalt Disney Parks and Resorts

Stephanie EliasInside Sales Coordinator Marketing SpecialistDisney Destinations LLC

Jeff ElliottCorporate AlliancesWalt Disney Parks and Resorts

Michael ElliottFulfillment ManagerWalt Disney Parks and Resorts

Tim EllisonCMR Technical Solutions Manager IIWalt Disney Parks and Resorts

Scott EnosRelationship Marketing DirectorDisney Destinations LLC

Melissa EricksonAccount ManagerWalt Disney Parks and Resorts

Koshii EslingerAssociate Brand Manager - DigitalDarden Restaurants

Chelsea FallonPublic Relations/Marketing Professional InternDisney Institute

Kerri FarrellDisney World

Kimberly FaulkVice President Marketing Solutions and SalesVisit Florida, Inc.

Lisa FelderAdvance Sales AssociateDisney Vacation Club Inc.

Jeff FergusonDirector of Sponsorship SalesLive Nation, Inc.

Kendra FergusonLocal Marketing SpecialistIKEA North America

Elizabeth FernandezAssociate EditorAAA

Alex FerrariAssistant Manager, Marketing and PromotionsNorwegian Cruise Line

Jennifer Fickley-BakerSocial Media ManagerWalt Disney Parks and Resorts

Melissa FinchSales ExecutiveCoca-Cola Company

Susan FinniganDatabase Developer SpecialistDisney Destinations LLC

Jamie FolgerAccount ManagerWalt Disney Parks and Resorts

Jessica FornasierCorporate Content And Project AssociateSeaWorld Parks and Entertainment

Adrienne FrankenfieldInternal Search ManagerWalt Disney Parks and Resorts

Kristi FredericksRecruitment Marketing ProfessionalWalt Disney Parks and Resorts

Attendees


www.ana.net 10

Pete FreySenior Marketing OfficerSeaWorld Parks and Entertainment

Janet Freytes DeverRelationship Marketing ManagerDisney Destinations

Cherette FurrDarden Restaurants

Adam GagliardoDirector, Digital Marketing and Social MediaBurger King Corporation

Meredith GaiserE-Commerce PlannerWalt Disney Parks and Resorts

Arla GardinerSenior Sales ManagerDisney Destinations LLC

Thuyvi GatesAssociate EditorAAA

Michael GaudieriAccount CoordinatorMarriott Vacation Club International

Will GayDisney World

Adeta GayahUniversal Orlando Resort

Marjorie GeringerSenior Product ManagerFlorida Power & Light Co.

Michelle GhorbanianManager of Corporate CommunicationsSiemens Energy

Anthony GiangrandeMeetings and Convention Marketing ManagerDisney Destinations

David GiardinoPR ManagerWalt Disney Parks and Resorts

Tiffany GiardinoAccount Manager, Global Recruitment MarketingWalt Disney Parks and Resorts

Ellen GilmoreManager, CRM Technology DevelopmentWalt Disney Parks and Resorts

Joe GlasgowProgram Manager, Growth BusinessesDisney Destinations LLC

Juan GorrichoSenior ManagerDisney Destinations LLC

Danielle GossettProduct ManagerWalt Disney Parks and Resorts

Noelle GoulartStrategic Communications, MarketingArnold Palmer Medical Center

Mike GracenSearch ManagerSeaWorld Parks and Entertainment

Kayleigh GrayAssociate Manager, Interactive MarketingSeaWorld Parks and Entertainment

Shushanik GreenSenior Database AnalystWalt Disney Parks and Resorts

Jamie GreenspanGraphic DesignerLifeSouth Community Blood Centers, Inc.

Christie GreensteinSocial and Distribution Media ManagerBuca di Beppo

Aaron GrieserCMRWalt Disney Parks and Resorts

Keith GrimmIntgration and Implementatin ManagerDisney World

Deborah GustafsonRelationship Marketing ManagerDisney Destinations LLC

Kristen GustafsonSenior Manager-Customer CommunicationsMarriott Vacation Club International

Elizabeth HaberkampCMR Marketing Program ManagerWalt Disney Parks & Resorts

Shawn HackettCMR Marketing AssociateWalt Disney Parks and Resorts

Erin HaffeyWalt Disney Parks and Resorts

Rob HainesManager, MarketingService Experts Inc.

Kathy HalleyMarketing ManagerDisney Destinations LLC

Anne HamiltonVice President Resort Sales and ServicesDisney Destinations LLC

Aubrey HangSports Marketing Community ManagerDisney World

Heather HardimanConsumer Insight AssociateWalt Disney Parks and Resorts

Talisha HarrisMarketing InternDisney Destinations LLC

Monique HarrisonAssociate Director - National SponsorshipsVerizon Wireless Inc.

Brandy HastingsMarketing Solutions and Sales ManagerVisit Florida, Inc.

Jonathan HatchSocial Media and Promotions StrategistBlueCross BlueShield of Florida

Carol HelblingSr Travel Industry Account Manager, Domestic Internet SalesDisney Destinations LLC

Heather HenderCampaign Manager IIWalt Disney Parks and Resorts

Lisa HendrenPhoto Editor/Social MediaAAA Publishing

Attendees


www.ana.net 11

Attendees


Luis HernandezAssociate Manager, Marketing StrategyWalt Disney Parks and Resorts

John HodsonWeb Analytics ManagerWalt Disney Parks and Resorts

Randi HoffertAssociate Marketing ManagerDisney World

Jason HolicManager, Digital MarketingUniversal Orlando Resort

Brooke HoltCreative Services ManagerSeaWorld Parks and Entertainment

Lisa HopeDigital Media CoordinatorLifeSouth Community Blood Centers, Inc.

Kyle HotteCMR Program AssociateDisney Destinations LLC

Nina HowardGlobal Media ManagerDisney Destinations LLC

Sean HowellsDirector, Digital MarketingVisit Orlando

Gwenevere HubbardManagerDarden Restaurants

Adam HunterMarket Research and Planning DirectorLadies Professional Golf Association

Curtis HunterMulticultural MarketingDisney World

Darek HysManager of Social/Digital MarketingCheckers Drive-In Restaurants, Inc.

Kelly IannoneAssociate Manager - Marketing StrategyDisney Vacation Club Inc.

Gino IavaroneGroup Sales Development and Integration ManagerWalt Disney Parks and Resorts

Tom IngleSenior Sales ManagerDisney Destinations LLC

Angela IngramMarketing CoordinatorZep Inc.

Greg JacksonSocial Media Community ManagerWalt Disney Parks and Resorts

Scott JacksonSenior DirectorMarriott Vacation Club International

Sue JacobergerProducerDisney World

Leanne JakubowskiDirector, Social Media and Public RelationsWalt Disney Parks and Resorts

Kathi JamesChief Marketing OfficerBeazer Homes

Matthew JamesWalt Disney Parks and Resorts

Rod JamesDirector, Corporate Brand and Digital IntegrationOrlando Health

Sherianne JamesDirector, North American MarketingTransitions Optical, Inc.

Kathleen JammalConsumer Insight ManagerWalt Disney Parks and Resorts

Hanna JohansenMarketing Coordinator - PRSeaWorld Parks and Entertainment

Kelianne JohnsonPartnership Development ExecutiveTampa Bay Buccaneers

Kim JohnsonGroup Vice President, Strategic Sourcing Lead - MarketingSunTrust Banks, Inc.

Stephen JohnsonSocial Media StrategistTIAA-CREF

Dan JonesModeling and Analytics ManagerDisney World

Ken JonesVice President Corporate MarketingCarnival Corporation

Leigh KeatingSales DirectorDisney Destinations LLC

Kim KellerDigital Marketing ManagerWalt Disney Parks and Resorts

Stacey KenningtonDisney World

Richard KinDarden Restaurants

Lance KinerkDirector, Web and New MediaIngersoll Rand

Rebecca KinnearCommunication SpecialistStarwood Vacation Ownership

Gary KirklandMedia Relations CoordinatorLifeSouth Community Blood Centers, Inc.

Tim KlaudaVice President, Global Digital CreativeWalt Disney Parks and Resorts Online

Karen KlavansManager, CRM Program ManagementDisney World

Kadee KochanskiSocial Listening ManagerWalt Disney Parks and Resorts

Kristi KoesterManager, Marketing StrategyDisney Destinations

Brittany KohlManager, Corporate Affairs and CommunicationsMarriott Vacation Club International

www.ana.net 12

Attendees


Dave KooiWeb Account ManagerWalt Disney Parks and Resorts

Pamela KowzanInside Sales Coordinator Marketing SpecialistDisney Destinations LLC

Shepard KramerVice President, Member RelationsANA

Kari KronMarketing ManagerDisney Destinations LLC

Stephen KubiakSocial Media RepresentativeVisit Florida, Inc.

Tom KuhnSenior Director, Business DevelopmentPGA TOUR, Inc.

Karlie LahmDirector of Public Relations and CommunicationsMoe’s Southwest Grill

Sara LamasonAccount ManagerWalt Disney Parks and Resorts

Rob LampManager, Strategic CommunicationsStarwood Hotels & Resorts Worldwide, Inc.

Esther LangdonSenior Sales ManagerDisney Destinations LLC

Sharon LaSure-RoySenior Manager, Digital MarketingBlueCross BlueShield of Florida

Deborah LeachCommunications Project LeaderVanguard Group, Inc.

Jessica LevonAssociate ManagerDisney World

Lisa LewisVice President Editorial DesignerBank of America

Morgan LewisManager, Advertising, Media and BrandSeaWorld Parks and Entertainment

Daissy LinaresWeb DesignerStarwood Vacation Ownership

Rakiah LIntonSeaWorld Parks and Entertainment

Brewer ListerEvent Director, Special Event IntegrationDisney Destinations LLC

Melissa LivingstonMarketing ManagerWalt Disney Parks and Resorts

Kristta LogginsEnterprise Account DirectorUnited States Postal Service

Liliana LorenzoAssistant Brand ManagerDisney World

Christine LotwickCorporate Manager / Brand, Advertising and MediaSeaWorld Parks and Entertainment

Michael LoughranRelationship Marketing ManagerDisney Destinations LLC

Dawn LuttrellDirector, Strategic SourcingSeaWorld Parks and Entertainment

Meredith LynnDirector of Public RelationsOrange Leaf Frozen Yogurt

Paul MacalusoChief Marketing OfficerMoe’s Southwest Grill

Kerry MacPhersonCategory Manager - Marketing Strategic SourcingSeaWorld Parks and Entertainment

Kelley MalcuitDigital Media MarketerPGA TOUR

Crystalyn MaloneyCreative DesignerWalt Disney Parks and Resorts

Monya MandichDirector, MarketingExpedia, Inc.

Elizabeth ManginiAccount DirectorWalt Disney Parks and Resorts

Jason MannSenior VP of MarketingEducation Corporation of America

Jean Manuel JimenezSenior New Media ManagerCONCACAF

Stewart MarquinaDirector, Brand Management Red LobsterDarden Restaurants

Teresa MartinAssociate Manager, Growth Guests SegmentsDisney World

Lisa MartinoSearch and Auction Media ManagerWalt Disney Parks and Resorts

David MasvidalSenior Brand ManagerCheckers Drive-In Restaurants, Inc.

Heidi MathenyCitibank, N.A.

Saakait MathurINVISTA

Crystal MaxwellProduct Development ManagerWalt Disney Parks and Resorts

Francine McEwenSenior UX DesignerAutoNation, Inc.

Cindy McGovernAssociate Marketing ManagerSeaWorld Parks and Entertainment

Kimberly McKeeverSenior Sales ManagerDisney Destinations LLC

Meghan MedlockDirector, Committees and ConferencesANA

www.ana.net 13

Attendees


Paula Menna Barreto HallInternational Marketing ManagerDisney Destinations LLC

Anthony MerrellManager of Creative MediaDisney Event Group

Ana MeyerCorporate Sustainability StrategyVerizon Wireless Inc.

Lisa MeyerSearch and Auction Media AnalystWalt Disney Parks and Resorts

Michael MigliorinoBrand Calendar ManagerCheckers Drive-In Restaurants, Inc.

Maryssa MillerHead of Digital CommerceJetBlue

Sherry MimsAssociate EditorAmerican Automobile Association

Kimberly MitrookCorporate Marketing DirectorLifeSouth Community Blood Centers, Inc.

Maegan MoguelCorporate Partnership ExecutiveAtlanta Falcons

Tracy MonsourSenior Director, Global MarketingRandstad North America

Greg MontzDigital Content DirectorWalt Disney Parks and Resorts

Kim MoralesSenior Manager, Media ServicesBloomin’ Brands, Inc.

Chelsie MoreWebmasterCONCACAF

Mohammad MorshedSenior Software Engineer / LeadWalt Disney Parks and Resorts

Brian MountainAccount DirectorDisney Destinations

Tony MourinoCMR Account ManagerWalt Disney Parks and Resorts

Debbi MullenSite ProducerDisney Destinations LLC

Cory MunchbachMarketing Strategy AnalystForrester Research, Inc.

Toby MyersDisney World

Sarah NanceDigital Marketing SpecialistDarden Restaurants

Mike NaplesBusiness Alliances SpecialistUnited States Postal Service

Beth NealSales DirectorDisney Destinations LLC

James NicholasRecruitment Marketing InternThe Walt Disney Company

Sharifah Niles-LaneDirector, Social MediaJohn Hancock Financial Services, Inc.

Emily NiswanderGraphic DesignerCheckers Drive-In Restaurants, Inc.

Matthew NixonMarketing Account ManagerThe Walt Disney Company

John NoeManaging Partner and Chief Executive OfficerROKKAN

Giomar NunesMarketing InternDisney Destinations LLC

Eric NyquistVice President, Strategic DevelopmentNASCAR

Crystal O’HeaSeaWorld Parks and Entertainment

Denise OberliesDisney World

Rachael OertherSocial Media AnalystHumana Inc.

Lisa OnopaDirector, Alliance ManagementDisney World

Thais OrdineManager, Consumer InsightsDarden Restaurants

Amanda OsiolManager, Brand and AdvertisingSeaWorld Parks and Entertainment

Elena OutlanMarketing ManagerDisney Destinations LLC

Joseph PalaciosWalt Disney Parks and Resorts

Supriya PatankarIntern- Marekting Analytics and OptimizationDisney Destinations LLC

Shelley PatchinDirector of AdvertisingWellPoint, Inc.

Jennifer PayneDirector, Interactive MarketingEarl Enterprises

Jim PeshekManager, CMR Program ManagementWalt Disney Parks and Resorts

Jessica PlisekWalt Disney Parks and Resorts Online

Geoffrey PointonPR Manager, Disney DestinationsDisney World

Amakeda PondsContent Stategist/CopywriterCitibank, N.A.

Geni PooleWebmaster/Social MediaBloomin’ Brands, Inc.

www.ana.net 14

Attendees


Naomi PortalatinCMR Marketing ManagerDisney Sports

Jared PowersManager, SEOAutoNation, Inc.

Tracey PriceEmail Channel ManagerWalt Disney Parks and Resorts

Francesca PuglisiAssociate Marketing ManagerTransitions Optical, Inc.

Lisa ReckartDirector of Owner CommunicationsMarriott Vacation Club International

Janet ReddickAssociate EditorAAA

Larry RhodesDigital Marketing ManagerWalt Disney Parks and Resorts

Melissa RiconPublic Affairs ManagerCONCACAF

Nick RiegalDirector, Brand and MarcomTervis Tumbler Company

Eileen RinkusDirector of Field MarketingCheckers Drive-In Restaurants, Inc.

Rebecca RiveraWeb ManagerFlorida Power & Light Co.

Stephanie RiveraMarketing InternDisney Destinations LLC

Sharon RodriguezDigital Marketing MgrWalt Disney Parks and Resorts

Meital RofeSenior Membership Manager, Member RelationsANA

John RogersDigital Marketing ManagerWalt Disney Parks and Resorts

Maripaz RomeroBrand Manager - DigitalDarden Restaurants

Bethany RootSenior CopywriterMarriott Vacation Club International

Matt RossinoSocial Media SpecialistMoe’s Southwest Grill

Lisa RousselMarketing CoordinatorDisney Vacation Club

Jillian RowleyDomestic Marketing StrategyWalt Disney Parks and Resorts

Rob RubinoffManager Social and Interactive StrategyC Spire

Kim RuggieroAssociate Marketing ManagerWalt Disney Parks and Resorts

Alex RuizDisney World

Henrique RuizCreative Services DesignerWTA Tour, Inc.

Matt RyanAccount ManagerWalt Disney Parks and Resorts

Shanan SabinBrand Manager - Olive GardenDarden Restaurants

Amy SampleDisney World

Rita SanchezDirector IT - Innovation and Buss Consulting PartnerDarden Restaurants

Kate SansingMarketing Analytics ManagerWalt Disney Parks and Resorts

Joel SantanaGraphic DesignerCheckers Drive-In Restaurants, Inc.

Angel SarriaManager, Marketing Strategy MulticulturalWalt Disney Parks and Resorts

Tiffany SasserCMR CoordinatorDisney Destinations LLC

Stephanie SaylesCMR Program ManagerWalt Disney Parks and Resorts

Virginia ScalonManager, Disney Corporate AlliancesWalt Disney Parks and Resorts

Julia SchmidtMarketing Manager, Innovation and New Business DevelopmentLand O’ Lakes, Inc.

Tad SchmitzSenior Manager, Interactive MarketingSeaWorld Parks and Entertainment

Carter SchultzProgram Management DirectorWalt Disney Parks and Resorts

Sharon SenaExecutive Communications ManagerHewlett-Packard Company: Corporate Administration and Shared Services

Luis SengesIT ManagerCONCACAF

Courtney ShamitkoDirector, Global Media Strategy and PlanningDisney Destinations LLC

Megan SharpeClient Marketing ManagerDisney Destinations LLC

Jennifer ShawMarketing Research Analyst, Brand Strategy and CommunicationsJohn Hancock Financial Services, Inc.

Alex ShipmanDigital Marketing ManagerDisney Destinations LLC

www.ana.net 15

Attendees


Kathryn SillavanInteractive Marketing ManagerSeaWorld Parks & Entertainment

Stephanie SimpsonAssociate EditorAAA

Ryan SinclairVice President Local MarketingOutback Steakhouse, Inc.

Mark SingerPrincipalDeloitte Consulting

Ajit SivadasanVice President/General Manager, Marketing and Social MediaLenovo Corporation

Tina SkrabanAccount ManagerMarriott Vacation Club International

Melissa SmallMarketing ManagerWalt Disney Parks and Resorts

Zachary SmallDigital Marketing ManagerThe Trane Company

Holly SmithSocial Media and Mobile Marketing ManagerBealls Department Stores, Inc.

Michelle SmithAccount ManagerMarriott Vacation Club International

Misty SmithMarketing CoordinatorCheckers Drive-In Restaurants, Inc.

Thomas SmithSocial Media DirectorWalt Disney Parks and Resorts

Michelle SmitsSocial Media ManagerThe Walt Disney Company

Terri SnyderExecutive Vice Presdent Marketing, Chief Marketing OfficerCheckers Drive-In Restaurants, Inc.

Alison SonnMarketing ManagerWalt Disney Parks and Resorts

Randall SookooCampaign Manager IIDisney Destinations

Karen SootsVice President, Media ServicesBloomin’ Brands, Inc.

Tania SpezzaCMR Lead Management Professional InternWalt Disney Parks and Resorts

Jennifer SpitzerProject LeaderDarden Restaurants

Scott StoneManager, Digital/Social, Graphics and ProductionWalt Disney Parks and Resorts

Robert StrongWalt Disney Parks and Resorts

Breanna SuessAssociate Marketing ManagerDisney World

Raymond SwetlinTravel Operations InternWalt Disney Parks and Resorts

Adam SwiatekCampaign Associate, Domestic Parks Pre-Booking and Destination PlanningWalt Disney Parks and Resorts

Nicole SydneyConsumer Insights ManagerDisney Destinations

Wes SylvesterAmericas Manager, Connected Energy NetworksCisco Systems, Inc.

Chris TauberDigital Marketing ManagerSeaWorld Parks and Entertainment

James TaylorSVP, Enterprise Strategy and InnovationDarden Restaurants

Dorothy ThamesVisit Florida, Inc.

Jeff ThomasMarriott Vacation Club International

Kevin ThomasVice President, Strategic MarketingRoush Racing

Vivian ThomasAdvertising and Marketing ManagerConsolidated Edison Co. of New York, Inc.

Lisa ThompsonAssociate Marketing ManagerSeaWorld Parks and Entertainment

Todd ThompsonDirector and Producer, Disney Yellow Shoes Creative GroupDisney Destinations LLC

Ray ThossSenior Marketing ManagerMarriott Vacation Club International

Kristine TindallAssociate Director - MarketingKPMG LLP

Suzanne TomlinsonCopywriterCitibank, N.A.


Cindy UlvenesSenior Customer Marketing ManagerCoca-Cola Company

Ed UtzVice President Creative Services and Integrated CommunicationsMarriott Vacation Club International

Nathan VadeboncoeurDisney World

www.ana.net 16

Attendees


Maggie VarnadoeManager, MarketingWalt Disney Parks and Resorts

Annie VarnerGraphic DesignerLifeSouth Community Blood Centers, Inc.

Laura VassalloHispanic Campaign InternLifeSouth Community Blood Centers, Inc.

Dustin Von DrossCMR Reporting AnalystWalt Disney Parks and Resorts

Stacia WakeMarketing Manager, Disney Corporate AlliancesDisney World

Scott WarrenOnline CopywriterMarriott Vacation Club International

Erika WatsonMarketing ManagerTervis Tumbler Company

Heather WatsonAccount DirectorWalt Disney Parks and Resorts

Kevin WendlingAssociate Sales Solutions Program Manager, Sales Channel Planning and AnalyticsDisney Destinations LLC

Matt WernerAccount DirectorWalt Disney Parks and Resorts - Yellow Shoes

Gary WestermarkSenior Marketing Manager, MarketingTIAA-CREF

Matt WetzelAlliance Marketing ManagerDisney Destinations LLC

Rasheed WigginsAssociate Brand ManagerDarden Restaurants

David WilliamsManager, Modeling and AnalyticsDisney World - CMR

Lucy WilliamsCopywriterWalt Disney Parks and Resorts

Belinda WilsonAssociate Manager, Multicultural Marketing StrategyDisney Destinations LLC

Jo Ann WilsonStrategic Account ManagerUnited States Postal Service

Kyra WilsonManager, Marketing and MediaNorwegian Cruise Line

Katie WinemillerAccount Director- Yellow Shoes Creative GroupWalt Disney Parks and Resorts

Kathleen WinnAssociate Marketing ManagerWalt Disney Parks and Resorts

Heather WintersBrand MarketingDarden Restaurants

Roberto WongDirector of Digital MarketingRyder System, Inc.

Xia YingAnalytics and Optimization ManagerWalt Disney Parks and Resorts

David YoderCreative Media ManagerWalt Disney Parks and Resorts

Simon YoheOrlando Health

Shu-Chuan ZahrnModeling and Analytics ManagerWalt Disney Parks and Resorts

ANA Member Benefits

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

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

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

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

Marketing Knowledge Center

School of Marketing

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

Conferences and Committees

Government Relations

7,500+ Proprietary Marketing Insights

Customized Research

Industry Surveys and White Papers

Team Training

Individual Training

Half-Day Complimentary Workshop

Regulatory Issues

Legislation

Representation

30+ National and Regional Conferences

20+ Committees

Weekly Webinars

540+ companies& 10,000+ brands

ANA MEMBERS BENEFIT FROMthe extensive experience of

that collectively spend more than

on marketing and advertising each year.

$250 billion

KNOWLEDGE

CONNECTION

LEADERSHIP

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

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

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

www.ana.net/membership

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

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

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

they first conduct a cost/benefit analysis

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

than 1,400 new domains are due to come online

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

Major accomplishments in 2013 include:

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

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

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

• Attend the ANA Advertising Law & Public Policy Conference.

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

• Follow us on Twitter: @ANAGovRel

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

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

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

supports 21.1 million U.S. jobs

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

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

behavioral advertising, including introducing new guidelines for mobile marketing

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

the federal agencies, state legislatures, and the courts.

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

restrict advertising and marketing.

WE strive to educate policymakers at all

levels on the benefits of advertising to the

economic health of the nation and its states.

ANA Government Relations

www.ana.net/membership

19

With more than 7,500 insights, the Marketing Knowledge Center provides you with high-quality, relevant, and actionable content that spans the marketing spectrum.

Award-winning case studies and videos from industry-leading

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

INSIGHT BRIEFSharing Marketing Excellence

Reaching Diverse Audiences 8

Five secrets to more effective multicultural marketing

I s it worth devoting precious time and resources to reach

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

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

Multicultural Marketing

FOCUS:

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

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

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

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

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

3. Mix multicultural into mainstream marketing. As ethnic communities

What’s Inside? » AT&T Woos Multiculturals

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

New Research

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

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

Trending

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

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

Viewpoints

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

ANA Member Case Study

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

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

Where you see8, click for additional content.

Case Studies, Videos, and Marketing Toolkits

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

program recognizing outstanding achievement within the industry.

Continued on Page 2

INSIGHT BRIEFSharing Masterful Marketing

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

M any marketers misunderstand the difference between content

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

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

New Research

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

Trending

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

Best Practices

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

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

ANA Member Case Studies

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

» Cleveland Clinic Plays to Strengths . 8

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

» Schick Soars with Sharp Strategy ... 10

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

Content Marketing

Focus:

Source: Content Marketing Institute, 2013.

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

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

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

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

Content Marketing Mission

Search Engine Optimization

Social Media

Lead Generation


Snapshots, Insights, and Survey Research

INSIGHT BRIEFSharing Masterful Marketing

Put Big Data to Work 8

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

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

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

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

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

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

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

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

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

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

Continued on Page 2

What’s Inside?New Research

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

Trending

» Delivering Data-Driven Messages .... 5

Best Practices

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

Case Studies

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

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

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

Focus:

Big Data


SnapshotsOverviews from speaker presen-tations at ANA events covering

a variety of industry topics.

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

on a range of timely and pertinent marketing topics.

Survey ResearchFindings from 12 yearly surveys

based on critical issues and emerging trends faced by nearly

all marketers today.

Ask the Expert and LiveChat Services

Our team of qualified, resourceful information experts are available

for your member inquiries.

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

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

We’ve Answered Over 10,000

Marketing QuestionsWe can answer yours, too!

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

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

www.ana.net/askwww.ana.net/mkcbrowse 7,500+ marketing insights at submit your question at

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

ANA Marketing Knowledge Center

www.ana.net/mkc

ANA School of Marketing

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

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

www.ana.net/som

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

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

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

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

Team Training

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

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

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

Individual Training

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

ANA Member Benefit:

$6,000 Team Training Credit

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

ANA Events

Brand Masters Conference

February 26–28, 2014 | Hollywood, FL

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

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

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

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

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

Brand-Specific Commercial Ratings

Brand-Specific Commercial Ratings Benefits and Solution Providers

ANA

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

Interested 82%

Not Interested

5% Neutral 13%

Interest in Ratings for Individual Commercials

Source: ANA 2011, Leveraging TV for Growth Survey

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

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

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

What’s Inside?

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

Solution Providers

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

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

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

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

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

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

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

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

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

4

8

10

17

19

15

6

1

13

21

SURVEY RESEARCHBenchmarks and Trends

The Rise of the In-House Agency

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

2013 ANA SURVEY REPORT

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

ANA

The Found Money of State Commercial

Production Incentives

1 The Found Money of State Commercial Production Incentives

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

to positively impact production budgets.”

Background

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

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

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

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

activity in the state where the project takes place.

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

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

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

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

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

the production infrastructure required by the industry.

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

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

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

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

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

Valerie Light

Broadcast Production Manager

VerizonCo-Chair, ANA Production Management Committee

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

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

John LickExecutive Producer, Broadcast Production

Target Corporation

Co-Chair, ANA Production Management Committee

INDUSTRY THOUGHT LEADERSHIP

Agency Selection Briefing Guidance

What’s Inside?

Agency Selection Briefing Guidance .... 3

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

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

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

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

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

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

Search to document and publicize best practices for both clients and

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

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

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

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

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

best practices guidance around the subject of agency selection briefing

throughout the entire agency selection process.

Background

ANA/4A’S WHITE PAPER

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

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

additional best practices to consider.

Objective

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

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

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

and/or speculative work and finals presentations).

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

Initial List/Request for Information (RFI) Phase

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

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

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

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

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

an informed decision about whether this is a good fit.

Executive Summary

www.ana.net/committees

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

National Industry Conferences

Media Leadership Conference

Mar 30–Apr 1, 2014 | Boca Raton, FL

Advertising Law & Public Policy Conference

April 23–24, 2014 | Washington, DC

Advertising Financial Management Conference

May 4–7, 2014 | Naples, FL

Members-Only Conferences

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

WebinarWednesdays

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

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

Digital & Social Media Conference

July 13–15, 2014 | Dana Point, CA

Masters of Marketing Annual Conference

October 15–18, 2014 | Orlando, FL

Visit www.ana.net/events for more events

www.ana.net/events

ana digital & social

Documents