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Content Marketing Members-Only Conference Content Marketing Members-Only Conference Wednesday, March 12, 2014 | Charles Schwab & Co. Inc. | San Francisco, CA at We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. www.ana.net Table of Contents ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Agenda ............................................................................ pg 2 Speaker Bios .................................................................... pg 4 Attendees ........................................................................ pg 7 ANA Member Benefits .....................................................pg 15 www.ana.net 1 Agenda ANA Content Marketing Members-Only Conference at Charles Schwab & Co. WEDNESDAY, MARCH 12, 2014 to expand the opportunity to engage balance different content strategies for consumers and to build brand affinity different types of brands, or measure Breakfast (8:15 a.m.) in a new way that complements tradi- real results? The next five years will see tional advertising. a strategic inflection for marketing and advertising, and content will be at the Helen Loh General Session (9:00 a.m.) core. This session will talk through the Vice President, Content and Digital Marketing business case, the process, the tactics Charles Schwab & Co. Inc. BENJAMIN MOORE USES CONTENT TO and real-life examples of how real CONNECT WITH DIFFERENT AUDIENCE Tami Dorsey brands are using content to drive real SEGMENTS Editorial Director marketing results. Charles Schwab & Co. Inc. Staying true to their namesake’s 130+ Robert Rose Chief Strategist year-old vision, Benjamin Moore & Co. INTEL DEVELOPS A BRANDED Content Marketing Institute is committed to producing the highest CONTENT FORMULA TO ENSURE quality paints and finishes in the indus- try. But marketing to their disparate REPEATED SUCCESS Lunch (12:50 p.m.) target markets (contractors to home- When Intel & Toshiba launched “The owners, as well as designers and archi- Inside Experience” in 2011 it was General Session Cont. (1:50 p.m.) tects) can be a multi-channel challenge. groundbreaking. By focusing on the sto- In this session, Benjamin Moore will ryline vs. product, the video captured THE VALUE OF MUSIC TO A BRAND share insights on two recent campaigns audiences’ emotions and has evolved that were dependent on the creation to include them in the creative process. AND ITS FUTURE CONTENT MARKETING of a variety of content to successfully Now three years later, Intel has contin- PROGRAMS engage the targets and drive business. ued to follow up on this award-winning Music is one of the most power- David Melançon content marketing campaign with two ful forms of content. It is emotional, Executive Vice President and Chief Marketing Officer additional viral hits “The Beauty Inside” social, mobile, and cultural. It is also the Benjamin Moore & Co. and “The Power Inside.” In this session, number one media activity for millenni- Intel will share the strategy and PR sur- als, a critical demographic in this ever Matt Williams rounding their Inside Film series, includ- evolving fanatical digital and content Chief Executive Officer ing their media and content distribution age. For marketers however, the chal- The Martin Agency approach, and discuss key learnings lenge to use music is the struggle in they’ve gathered over time to consis- quantifying what value this medium CHARLES SCHWAB EMBRACES A tently create “sticky” branded content. brings to their campaigns. Sony Music “BRAND AS PUBLISHER” CONTENT Billie Goldman has launched a study of 30,000 US STRATEGY Partner Marketing consumers about attitudes and behav- Intel Corporation iors toward music, artists, and brands; Brand as publisher is a trend more and bringing greater scientific rigor and tools more marketers are embracing. But to explain the value of music to a brand exactly how do companies implement THE 2020 CONTENT MARKETING and its future content programs. this approach, and how does it work IMPERATIVE: BEYOND THE within the existing marketing organiza- BUZZWORDS AND INTO REALITY Toni Wallace tion and processes? Charles Schwab Director, Strategic Marketing and Partnerships shares its learnings in building out a Content marketing is all the rage, but Columbia Records, Division of Sony Music content marketing program across is it just a trendy fashion or another owned, paid and social media, word for good advertising? How do you www.ana.net 2 Agenda ANA Content Marketing Members-Only Conference at Charles Schwab & Co. HOW ADOBE AIMS TO HELP MARKETERS AND ITS OWN BRAND WITH CMO.COM CMO.com, Adobe’s big play in the content marketing space, delivers digital marketing expertise and insight to mar- keters. What it doesn’t deliver is a sales pitch. In this session, learn Adobe’s strategy for leveraging CMO.com to reach more marketers and strengthen its own brand and the challenges that come with tying brand-as-a-publisher efforts to measurable marketing results. Get an under-the-hood look at how CMO.com operates, how it fits in to Adobe’s biggest brand objectives, and lessons for your own brand on getting the most out of content marketing. Dan Berthiaume Principal, CMO Communications Adobe Conference Adjournment (3:30 p.m.) www.ana.net 3 Speaker Bios ANA Content Marketing Members-Only Conference at Charles Schwab & Co. Dan Berthiaume leads CMO-focused marketing & communications programs in support of advancing Adobe’s business and brand in the digital marketing industry. This includes executive communications for the chief marketing officer, strategy for Adobe’s CMO events and management of CMO.com—an Adobe- owned website delivering digital marketing insights and information to senior marketers. Prior to joining Adobe, Mr. Berthiaume managed executive communications for the founder and chairman of Sun Microsystems. With more than 15 years in the technology marketing industry, he’s held marketing and communications positions on behalf of a number of leading companies including Yahoo!, Qualcomm and Hewlett-Packard. Mr. Berthiaume was previously an award-winning new producer for NBC and ABC TV affiliates in Florida. He holds a BS in marketing & public relations from Jacksonville University. Dan Berthiaume Principal, CMO Communications Adobe Tami Dorsey leads Schwab’s editorial department, which is responsible for the firm’s print magazines and digital editorial content. The group seeks to present financial topics in a variety of formats that engage and educate readers, helping them to explore new areas of investing, trading and personal finance and make more informed financial decisions. Prior to joining Schwab, Tami was a consultant for a marketing firm spe- cializing in financial services and led corporate communications for a venture capital research firm. Earlier in her career she managed magazines focused on software and web development. Tami Dorsey Editorial Director Charles Schwab & Company, Inc. For 17 years Billie Goldman has been an innovator for Intel. She has worked in press relations, sales, brand development and co-marketing. In each role, Billie has left an indelible mark as a creative catalyst. Billie’s most recent accomplishment is the creation of Inside Films, Hollywood’s first trilogy of successful social films, a co-marketing effort with Toshiba. In 2013, her second social film “The Beauty Inside” earned an Emmy for “Outstanding New Approach to a Series” in addition to 11 Lions, 3 of which were Grand Prix from Cannes. Billie is known for her contagious enthusiasm, her ability to build long-term relationships and her talent for turning often high-concept ideas into memorable consumer experiences. Billie Goldman Partner Marketing Intel Corporation www.ana.net 4 Speaker Bios ANA Content Marketing Members-Only Conference at Charles Schwab & Co. As senior vice president of content & digital marketing, Ms. Loh oversees Schwab’s brand publishing orga- nization, focusing on creating useful content to influence the digitally and socially empowered investor. Ms. Loh is also responsible for Schwab’s owned-media and social channels reaching millions of consumers each month, including Schwab.com, mobile content properties, branded publications, Google+, YouTube and Facebook. Ms. Loh has over 20 years of marketing experience with Fortune 500 brands and Silicon Valley startups, from consumer brand management to B2B software. Ms. Loh earned a bachelor’s degree and a MBA degree from Stanford University. Helen Loh Senior Vice President, Content and Digital Marketing Charles Schwab & Company, Inc. David Melançon is the executive vice president and chief marketing officer of Benjamin Moore & Co., a unit of Berkshire Hathaway, and North America’s most respected interior and exterior paint manufacturer and color authority. Mr. Melançon directs the brand, marketing and creative strategy for all businesses of Benjamin Moore & Co., including Benjamin Moore, Coronado, Corotech, Insl-x, Maxum and Lenmar. He oversees strategic alliances, consumer and retail marketing, communications, color innovation and product development. Mr. Melançon reports directly to Michael Searles, the president and CEO of Benjamin Moore & Co. A veteran brand strategist with nearly three decades of experience, David Melançon brings to Benjamin Moore his deep understanding of marketing some of the world’s best-known brands. Prior to Benjamin Moore, Mr. Melançon was the CEO of The Ito Partnership, a brand development company that he created in David Melançon New York City. Before launching
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