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 industry. 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 marketers. What it doesn’t deliver is a sales pitch. In this session, learn Adobe’s strategy for leveraging CMO.com to reach more marketers and strengthen its own brand and the challenges that come with tying brand-as-a-publisher efforts to measurable marketing results. Get an under-the-hood look at how CMO.com operates, how it fits in to Adobe’s biggest brand objectives, and lessons for your own brand on getting the most out of content marketing. Dan Berthiaume Principal, CMO Communications Adobe

Conference Adjournment (3:30 p.m.)

www.ana.net 3 Speaker Bios

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Dan Berthiaume 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 organization, focusing on creating useful content to influence the digitally and socially empowered investor. Ms. Loh is also responsible for Schwab’s owned-media and social channels reaching millions of consumers each month, including Schwab.com, mobile content properties, branded publications, Google+, YouTube and Facebook. Ms. Loh has over 20 years of marketing experience with Fortune 500 brands and Silicon Valley startups, from consumer brand management to B2B software. Ms. Loh earned a bachelor’s degree and a MBA degree from Stanford University.

Helen Loh Senior Vice President, Content and Digital Marketing Charles Schwab & Company, Inc.

David Melançon 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 Ito, he was president of IPG’s FutureBrand unit in North America and led Executive Vice President the agency’s relationships with global clients including Microsoft, Coca-Cola, Intel and Unilever. Before that, Chief Marketing Officer Mr. Melançon served as head of communications for Visa. Melançon completed his undergraduate studies Benjamin Moore & Co. at the University of Maryland (political science) and graduate studies at both Keio University in Tokyo (Asian studies) and the University of Oklahoma (political communications).

Robert is in the business of helping marketers become stellar storytellers. As the chief strategist for the Content Marketing Institute and Senior Contributing Analyst for Digital Clarity Group, Robert innovates creative and technology strategies for large companies such as 3M, Abbot Laboratories, AT&T, Allstate Insurance, Staples and Petco – helping them tell their story more effectively. Robert was recently named #6 in the top fifty influencers in Content Marketing. He is a regular columnist for EContent Magazine, and a contributor to Chief Content Officer Magazine, iMedia Connection and CMSWire. He co-hosts the podcast This Old Marketing with Joe Pulizzi and Robert’s book with Joe, Managing Content Marketing, is widely con- sidered the “owner’s manual” of the content marketing process. It’s been translated into multiple languages and spent two weeks as a top ten marketing book on Amazon.com since its debut in 2011. Robert Rose Chief Strategist Content Marketing Institute

www.ana.net 5 Speaker Bios

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Toni Wallace is the director of strategic marketing at Columbia Records Creative Agency. She is responsible for brand partnerships and platform development initiatives for the west coast. Toni has spent the last ten years of her career in marketing and business development in technology, entertainment, and new media. Throughout her career Toni has always had a passion for music and has worked for a number of leaders in the space including Warner Music, Beats by Dr. Dre, C3 Presents, and Billboard Magazine. Prior to working in the music industry, Toni worked at Microsoft in a variety of businesses including XBOX, Windows Mobile, and the Worldwide Partner Group. She also ran her own agency doing strategy and product development for startups in advertising and new media. Toni has a BA in Finance and Marketing from Northeastern University and an MBA in Entrepreneurship and Marketing from the University of Texas at Austin. Toni Wallace Director, Strategic Marketing and Partnerships Columbia Records, Division of Sony Music

Matt Williams was named CEO of The Martin Agency in 2013, only the fifth person to serve in the role since 1965. Continuing a career that began at Ketchum Advertising in Philadelphia, Matt joined The Martin Agency in 1991 as an account executive. He became a part of the strategic planning department in 1995 and was named general manager of the agency in 2011. Matt has led U.S. and global strategy development for Discover Financial Services, Nespresso, GEICO, UPS, Saab and Credit Suisse. He has managed strategy on Effie-winning campaigns for UPS, Bank One and GEICO and has received account planning awards from the American Association of Advertising Agencies for both Saab and UPS. A contributing author to the best-selling book Kellogg on Branding, Matt also speaks regularly on advertising and marketing topics around the country. He has consulted on communications strategy with the U.S. State Department and the Matt Williams U.S. Department of Defense. Matt holds a marketing degree from the College of William and Mary and an Chief Executive Officer MBA from the Kellogg School of Management at Northwestern University. He currently serves on the boards The Martin Agency of the Richmond Chamber of Commerce and Venture Richmond. Matt and his wife, Betsy, live in Richmond with their sons, Patrick and Ethan.

www.ana.net 6 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Abraham, Julieann Banda, Melyssa Bogie, Amber Butier, Michael Senior Director, Member Relations Director Marketing Communications Specialist Marketing Program Manager ANA WESTERN DIGITAL Blue Shield of California Wells Fargo & Co. Adachi, Allison Barasch, Ron Boscacci, David Byrne, Kasey Blue Shield of California Senior Director, Marketing National Director Marketing Strategies Chief Marketing Officer Yodlee, Inc. and Programs Cardlytics, Inc. Adrian, Lynn KPMG LLP Vice President, Brand Strategy Manager Barriault, Stephanie Byrnes, Shea Wells Fargo Bank Marcom Manager Bouey, Kristin Web Marketing Manager Plantronics, Inc. Senior Account Executive Autodesk, Inc. Advani, Priyanka Microsoft Corporation Futures Associate Barth, Eric Caldwell-Wenman, Alexzandra Franklin Templeton Investments Campaign Manager Bourelly, Joseph Intuit Inc. Intel Corporation Director of Commentary Ahn, Joe Franklin Templeton Investments Camarri, Lesa Senior Manager, Social Media Marketing Bell, Keith Manager Strategy Senior Creative Director Brand, Jeff Vision Service Plan, Inc. Apollo Education Group, Inc. Intel Corporation Senior Art Director Plantronics, Inc. Carlton, Miki Akchurin, Whitney Berenson, Rich Senior Marketing Manager Associate Marketing Manager Senior Vice President, Chief Business Breheney, Jean Deloitte Franklin Templeton Investments Development Officer Marketing Communications Manager Meredith Xcelerated Marketing Earthbound Farm Carrico, Lucy Alderman, John (MXM) Senior Vice President, Global Advertising Director, Planning, C2 Breslin, Karena and Sponsorships Charles Schwab & Company, Inc. Berkey, Hilary Vice President of Digital Marketing Franklin Templeton Investments Senior Strategist and Consumer Insights Constellation Wines U.S. Andrews, Lesley Constellation Wines U.S. Challis, Ann Group Marketing Manager Brezovnjacki, Leonia Director Intuit Inc. Berthiaume, Dan Cisco Systems, Inc. BlackRock, Inc. Principal, CMO Communications Angeloni, Richard Adobe Systems Incorporated Brigham, Courtney Chan, Gavin Director, Integrated Marketing PR Strategy and Thought Leadership Associate Communications Bhattacharya, Paramita Adobe Systems Incorporated BlackRock, Inc. Brown & Toland Physicians Group Manager, Channel and Demo Marketing Broadbent, Becke Chapman, Will Apy, Jennifer Adobe Systems Incorporated Senior Web Marketer Chief Revenue Officer Product Marketing Autodesk, Inc. BrightLine Adobe Systems Incorporated Bianchini, Karen Director of Marketing Brown, Donald Chavez, Jack Armstrong, Ben California State Automobile Vice President, Retail Marketing and Creative Director Head of Marketing Strategy and Planning Advertising Association (CSAA) Intel Corporation Visa Inc. Union Bank Birskovich, Dre Chen, Daisy Bailey, Carissa PR and Social Media Marketing Manager Bruhn, Morten Intel Corporation Associate Manager, Conferences Market Development Leader Earthbound Farm ANA KPMG LLP Chen, Emily Bockelmann, Erica Marketing Manager Ballenger, Gina Vice President CCS Social Media/Mobile Bryles, Meighan Intel Corporation Digital Media Manager Marketing Creative Director Wells Fargo & Co. Wells Fargo & Co. The Men’s Wearhouse, Inc.

www.ana.net 7 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Chew, Josephine Cooper, John DeMartini, Gina Eckmann, Melissa Vice President - Digital Advertising Senior Marketing Manager Director Communications Manager Wells Fargo & Co. Blue Shield of California Charles Schwab & Company, Inc. Wells Fargo & Co. Christofferson, Patricia Corcoran, Janine Depenhart, Courtney Edmondson, Brandi Director, Americas Marketing Director of Corporate Alliances Channel Manager Marketing Coordinator Symantec Corporation Six Flags, Inc. Franklin Templeton Investments Blue Shield of California Ciccoli, Lisa Cramer, Agnese Devanna, Len Edmondson, Lauren Local Marketing Specialist Marketing Specialist Director Digital Engagement Senior Manager IKEA North America California Lottery PricewaterhouseCoopers Charles Schwab & Company, Inc. Cistaro, Anthony Cronin, Jennifer Dicks, Robert Edwards, Roxanne Vice President Director, Social/Digital Content Senior Director, Media Relations Marketing Manager BlackRock, Inc. BlackRock, Inc. Lucile Packard Children’s Hospital Cisco Systems, Inc. Stanford Clark, Hillary Cruz, Michael Ennis, Tara Futures Associate Director of Marketing Diep, Lynn Director, Marketing Procurement Franklin Templeton Investments Columbus Foods, LLC Vice President Johnson & Johnson Senior Marketing Manager Clark, Rhonda D`Itria Geigner, Dayna Union Bank Erbay, Lois Senior Search Engine Marketing Manager Senior Director, Marketing Director of National Marketing Logitech Communications Dietzen, Ryan California Closets Herbalife International, Inc. Insights Analyst Clark-Tan, Jorge Adobe Systems Incorporated Eschenburg, Anna Senior Marketing Manager Dantzler, Mary Marketing Manager, Engagement Intuit Inc. Manager, Digital Asset DiSalvo, Doreen Salesforce.com Constellation Wines U.S. Shopper Marketing Lead Climo, Bob Traditional Medicinals, Inc. Esfehani, Christina Director, Corporate Communications DASALLA, KEANE Director, Product Insights Lam Research Cinematographer and Film Editor Do, Ena Franklin Templeton Investments Constellation Wines U.S. Communications Manager Coeur, Kirsten Kaiser Permanente Exon, Wesley Art Director Dasho, Jenifer Content Marketing Manager Autodesk, Inc. Brand Manager Dorsey, Tami Ancestry.com Inc. Tria Beauty Editorial Director Colon, Geoffrey Charles Schwab & Company, Inc. Falker, Jonathan Group Marketing Manager - Social Media Day, Bria Partner Marketing - Bing Ads Marketing Manager Doshier, Michael Intel Corporation Microsoft Corporation HumanaVitality Vice President Retirement, Global Client Franklin Templeton Investments Feldman, Jesse Condie, Stefanie DeBerry, Gary Manager, Marketing Knowledge Center Group Manager, Campaign Messaging Database Marketing Analyst Duckett, Josh ANA and Planning BlackRock, Inc. Brand Marketing Manager Adobe Systems Incorporated Lucile Packard Children’s Hospital Feldman, Katie DeFurio, Lori Vice President, Senior Marketing Stanford Cook, Andrea Group Product Manager Manager Senior Marketing Manager Adobe Systems Incorporated Dunn, Susan Union Bank Charles Schwab & Company, Inc. Senior Manager, Editorial and Del Valle, Luis Copywriting Coonce, Bridget Vice President - EMarketing Charles Schwab & Company, Inc. Bank of the West Union Bank

www.ana.net 8 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Feliciano, Tricia Fulton, Dana Goldman, Billie Harrison Howe, Linda Marketing Consultant Marketing Consultant Partner Marketing Charles Schwab & Company, Inc. Wells Fargo & Co. Wells Fargo & Co. Intel Corporation Haskell, Rocio Fiorito, Valeria Garcia, Michelle Gombeski, Peter Marketing Manager - Hispanic Segment Associate Director of Marketing Senior Manager Wells Fargo & Co. Delta Dental Columbus Foods, LLC Charles Schwab & Company, Inc. Goodrich, Anne Heald, Erika Fisher, Matt Garcia, Vanessa Director of Customer Engagement Director, Content and Communications Charles Schwab & Company, Inc. Local Marketing Specialist Sungevity Inc. Independent IKEA North America Flanigan, Melanie Greenawalt, Hans Herout Zell, Kathryn Senior Marketing Director Garner, Julie Local Marketing Specialist Manager - Product Management Yodlee, Inc. Director IKEA North America Franklin Templeton Investments Charles Schwab & Company, Inc. Foerster, Emily Greicius, Julie Herr, Andreas Multicultural Marketing Gavic, Aaron Editorial Director Senior Manager Global Content Strategy Humana Inc. Bank of the West Lucile Packard Children’s Hospital Levi Strauss & Co. Stanford Foote, Adrienne Gee-Kee, Robert Herzog, Tami Senior Manager-eMarketing Vice President, Commercial Banking Griffin, Matt Marketing Consultant- Premier Accounts Charles Schwab & Company, Inc. Marketing Advertising Advisor Blue Shield of California Bank of the West Chevron Corporation Forbes, Amelia Heyman, Jennifer National Accounts Geney, Kirsten Griffin, Maureen Social Media Manager United States Postal Service Lead B2B Market Manager Corporate Advertising Manager Wells Fargo & Co. Vision Service Plan, Inc. Chevron Corporation Forcier, Sally Hickenbottom, Trisha Marketing Specialist Gerhard, Olivia Guggino, Jon Assistant Manager, Advertising California Lottery Senior Manager Vice President Marketing Nintendo of America, Inc. Charles Schwab & Company, Inc. Constellation Wines U.S. Francis, Julia Hildebrand, Jana Web Marketing Manager Gerrish, Cliff Gupta, POORNIMA Marketing Manager Autodesk, Inc. Web Content Writer Senior Managing Editor Autodesk, Inc. Franklin Templeton Investments EBay, Inc. Frank, Kelly Hill, Heidi Internal Communications Manager Gessin, Erika Gutierrez, George Manager, Marketing Lucile Packard Children’s Hospital Digital Marketing Manager Director, Content Strategy, Editor in Chief EBay, Inc. Stanford Constellation Wines U.S. Plantronics, Inc. Hiole, Reynald Franks, Tracey Giles, Tara Haines, Rob Senior Marketing Manager Senior Copywriter, BrandPartners Assoc. Director Manager, Marketing Blue Shield of California LPL Financial KPMG LLP Service Experts Inc. Hitzke, Emma Friedman, Madalyn Gilmartin, Jessica Hancock, Jason Marketing Manager Director of Marketing Product Marketing Manager Senior Manager Intel Corporation American Licorice DoubleClick Charles Schwab & Company, Inc. Fuji, Liane Gingras, Jennifer Hansen, Michelle Creative Director Web Editor Marketing Program Manager Wells Fargo & Co. Autodesk, Inc. Wells Fargo & Co.

www.ana.net 9 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Hollrah, Bethany Jones, Kevin Kramer, Laura LeGette, Suzanne Vice President, Global Product Marketing Central Garden & Pet Company Web Content Manager Digital Marketing Specialist Franklin Templeton Investments BlackRock, Inc. Intel Corporation Juarez, Alexandra Housel, Matthew Manager - Client Communications Kraus, Kerri Leonard, Shanna Senior Product Marketing Manager Franklin Templeton Investments Managing Director Vice President, Marketing Programs Franklin Templeton Investments Charles Schwab & Company, Inc. BlackRock, Inc. Kao, Anne Howard, Zane Director, E-Business Kudirka, Suzanne Lewin, Josanna Marketing Manager John Muir Health Blue Shield of California Affinity Marketing Manager Columbus Foods, LLC Sungevity Inc. Kaplan, Jill Kung, Michelle Hynek, Ann Lead Comm Manager Lead Manager, Social Strategy and Lewis, Kimberly Global Social Media Associate Vision Service Plan, Inc. Content Marketing Analyst II BlackRock, Inc. EBay, Inc. California Lottery Kelly, Barbara Isham, Alan Brand and Strategy Consultant Lammers, Emily Lewis, LeighAnne Analyst Kaiser Permanente Associate Advertising Wrangler Intel Corporation BlackRock, Inc. Electronic Arts, Inc. Kelly, Michael Jacobs, Matthew Media/Consumer Communications Landgraf, Kristina Liberti, Vivian Executive Sponsor Manager Financial Writer MarCom Design Specialist Salesforce.com American Licorice Franklin Templeton Investments Stanford Hospital & Clinics Jacobson, Sharon Kepler, Amy Laquimia, Ana Licata, Barbara Director of Client and Member Marketing Marketing Director Partner Marketing Specialist Marketing Communications Specialist Vision Service Plan, Inc. Visa Inc. Intel Corporation Chevron Corporation Jeffries, Karen Khanuja, Shanu Lau-Chin, Millie Loftus, Kate Manager Public Relations Senior Training Manager BlackRock, Inc. Senior Director Monterey Bay Aquarium Amgen Inc. Apollo Education Group, Inc. Lee, James Jeffs, Kelsey Kidwell, Melissa Marketing Content Editor Loh, Helen Marketing Manager Marketing Manager Agilent Technologies Senior Vice President Ancestry.com Inc. Expedia, Inc. Content and Digital Marketing Lee, Jean Charles Schwab Johnsen, Aly Kilby, David Senior Digital Marketing Manager LGSB Manager Senior Marketing Manager Lucile Packard Children’s Hospital Loustau, Eileen Blue Shield of California Intuit Inc. Stanford Senior Vice President, Marketing Pensco Trust Company Johnson, Nicole King, Melissa Lee, Jungah Manager Intern, Consumer Brand Management Web Marketing Manager Lovett, Beth IShares Content Marketing and Strategy Meyer US Autodesk, Inc. Group Manager, Web Strategy BlackRock, Inc. Adobe Systems Incorporated Klionsky, Alla Lee, Katie Johnson, Patricia Senior Manager Global Account Manager Lucas, Mike Vice President, Director of Operations Charles Schwab & Company, Inc. Intel Corporation Senior Vice President Union Bank Sony Electronics Inc. Koeth, Barbara Lee, Nicole Johnson, Winter Manager, Editorial and Copywriting Content Strategy Manager Media Relaions Manager Charles Schwab & Company, Inc. McKesson Corporation Lucile Packard Children’s Hospital Stanford

www.ana.net 10 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Lugo, Dava Marti, Candice Melancon, David Mulbry, Monique Vice President WebContent Assistant Vice President, Executive Vice President Senior Director, Global Brand Strategy Union Bank Marketing Manager Chief Marketing Officer Plantronics, Inc. Union Bank Benjamin Moore & Co. Lundy, Sandy Mullin, Jennifer Senior Sourcing Partner, Strategic Events Marti, Eric Mele, Paul Visa Inc. Salesforce.com Group Product Marketing Manager Director, Brand Experience DoubleClick BlackRock, Inc. Murray, Eric Luong, Sue Senior Public Relations Specialist Managing Director Marzano, Maureen Melendez, Yasmin Vision Service Plan, Inc. Charles Schwab & Company, Inc. Franklin Templeton Investments Director, Committees and Conferences ANA Nakamura, Robin Lutkus, Wendy-lynn Mathias, Renu Franklin Templeton Investments Global Director of Consumer Marketing, Director of Affinity Marketing Mellers, Liz Levi’s Brand Sungevity Inc. Director Neeva, Teodora Levi Strauss & Co. Visa Inc. Symantec Corporation Maury, Michael Lyle, Dustin Social Media Marketing Intern Mendenhall, Kevin Nelson, Josh Director Strategic Sourcing Meyer US Search Strategist Brand Manager Apollo Education Group, Inc. Autodesk, Inc. Central Garden & Pet Company Maxwell, Kelly Ma, Robecta Global Social Media Manager Mier, Chloe Ng, Kimberly Marketing Manager Logitech Consumer Brand Managing - Intern Vice President Cathay Pacific Airlines Meyer US BlackRock, Inc. May, Lisa Maan, Harbinder Professional Marketing Manager Miller, Crystal Nguyen, Ana Manager, Industrial and Food Services, Align Technology, Inc. Content Marketing Manager Consumer Marketing Global Mktg and Comms Knowledge Universe Nintendo of America, Inc. Almond Board of California Mazurek, Lori Marketing Consultant Mirkin, Cindy Nicewonger, Barbara MacLeod, Trey Blue Shield of California Senior Manager - MARCOM Account Manager, Intel Studios Vice President Charles Schwab & Company, Inc. Intel Corporation MarketShare Partners Mc Kenna, Will The Capital Group Mohiuddin, Junai Nielsen, Kristina Maggipinto, Donata Director, Strategy Practice Vice President, Interactive Marketing Creative Director, Content McKeegan, Mary PricewaterhouseCoopers Bank of the West Walmart Vice President Senior Marketing Manager Moolla, Roohi Nordstrum, Christopher Magoffin, Michelle Bank of the West New Trends Leader IMC-Media and Advertising Manager Director of Social Media Wells Fargo & Co. Cisco Systems, Inc. Farmers Insurance Group, Inc. McLaughlin, Criona Web Marketing Manager Moore, Ann-Marie North, Erin Manger, Jennifer Autodesk, Inc. Cisco Systems, Inc. Senior Associate Digital Marketing Social Media Marketing Manager Wells Fargo & Co. McPhee, Traci Moore, Cory Central Garden & Pet Company Senior Online Marketing Manager Director, Marketing Manning, Loretta John Muir Health Raging Waters Northcutt, Tracy Marketing Manager Senior Marketing Manager Agilent Technologies Meier, Michelle Morrow, Stacie Microsoft Corporation Advertising and Communications Executive Assistant Marsh, Catherine Manager Brown & Toland Physicians Social Media Insurance Community Lead Esurance, Inc. California State Automobile Association (CSAA)

www.ana.net 11 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Ohnuma, Nancy Penticoff, Leslye Read, Nerissa Rueppel, April Senior Manager Associate Marketing Manager, Social Senior Manager, Digital Marketing and Senior Director, Member Relations Direct Acquisition Marketing Media Social Media Strategy ANA Blue Shield of California Sungevity Inc. Kaiser Permenente Rullo, Stephanie Oreta, Ashley Pham, Joseph Redding, Nicole Marketing and Events Manager Digital Advertising Media Associate Senior Business Leader Senior Communications Manager Cardlytics, Inc. Franklin Templeton Investments Visa Inc. Pensco Trust Company Sagar, Sonam Ortiz, Mark Phillips, Holly Reese, Jeff Direct Marketing Program Manager National Interactive Marketing Manager Usability and Research Manager Senior Director, Global Brand Marketing Wells Fargo & Co. American Honda Motor Co., Inc. Agilent Technologies Woodman Labs Salem, Matt Osheroff, Tamara Philp, Kerry Reigel, Jason Marketer Director, Formalwear Marketing Senior Marketing Manager Senior Manager, Marketing Procurement Agilent Technologies The Men’s Wearhouse, Inc. Charles Schwab & Company, Inc. Logitech Sanchez, Haley Osuna, Joe Pilare, Ariel Ribero, Michael Web Marketing Manager Broadcast Media Manager Graphic Designer Manager Autodesk, Inc. Safeway Inc. Wells Fargo & Co. Visa Inc. Sanyal, Amadna Owens, Brian Portet, Nicole Robertson, Tiko Logitech Global Head, Brand Strategy Vice President, Advertising Managing Director, Central Marketing EBay, Inc. Charles Schwab & Company, Inc. Charles Schwab & Company, Inc. Saure, Gabriele Senior Brand Manager Owens, Tracy Poveromo, Maria Rodgers, Christian Ghirardelli Chocolate Company Vice President, Member Relations Director, Social Media Consumer Marketing Director Western Region Adobe Systems Incorporated Sungevity Inc. Scarborough Laird, Liz ANA Marketing Consultant Quirico, Kevin Rogers, Chris Blue Shield of California Palos, Stephanie Agilent Technologies Director, Broadcast and Video Creative Strategic Sourcing Analyst Safeway Inc. Schmidt, Melanie Old Navy Qureshi, Rita Partner Strategy Consultant Rolla, Korri A.T. Kearney, Inc. Park, Sarah Kaiser Permanente Manager Senior Manager Charles Schwab & Company, Inc. Schmidtlin, Shelley Charles Schwab & Company, Inc. Raman, Emily Marketing and Communications Manager Director Rose, Robert Blue Shield of California Parker, Brenda Visa Inc. Chief Strategist Senior Marketing Manager Content Marketing Institute Schoenberg, Jaymie Charles Schwab & Company, Inc. Ratterman, Linda Director, Marketing Senior Manager, Brand Marketing Rosenberg, Jenny Constellation Brands U.S. Pate, Steve McKesson Corporation Senior Manager Senior Manager, Online Marketing Charles Schwab & Company, Inc. Scott, Mhari Charles Schwab & Company, Inc. Raulwing, Roni Marketing Consultant Digital Marketing Manager Rossi, Joseph Blue Shield of California Patterson, Shelley Lucile Packard Children’s Hospital Market Manager Brand Strategy Associate Stanford Vision Service Plan, Inc. Esurance, Inc. Raymonde, Lana Ruegg, Amy Paxton, Nancy Senior Production Mgr, Marketing Managing Director BlackRock, Inc. Wells Fargo & Co. Charles Schwab & Company, Inc.

www.ana.net 12 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Selles, Charlotte Sornberger, Lauren Suslow, Lorin Tolentino, Teresa Senior Brand Manager Manager, Global Consumer Marketing Associate Senior Manager, Marketing Campari America Levi Strauss & Co. BlackRock, Inc. Communications Lam Research Corp Serper, Natalie Soto, Vanessa Swenson, Sandy Vice President Media Buying, Americas Director Senior Brand Marketing Manager Toomasson, Shaunda Forex Capital Markets Charles Schwab & Company, Inc. Lucile Packard Children’s Hospital Senior Product Marketing Manager Stanford Franklin Templeton Investments Shah, Ashley Spagnola, Jeff Marke Senior Acquisition Marketing Expert Swilley, Richard Toplic, Leila Blue Shield of California Blue Shield of California Autodesk, Inc. Director, Marketing Community Microsoft Corporation Shapiro, Aaron Stapleton, Eryn Szymanski, Jessica Vice President, Digital Sales Senior Business Leader Associate Tsang, Rick Live Nation Media & Sponsorship Visa Inc. BlackRock, Inc. Wells Fargo & Co. Shaw, Anita Steffens, Carl Tahai, Kia Tucker, Charles Vice President, Senior Marketing Director Director, Global Product Marketing Manager, Marketing Communications Manager Adobe Systems Incorporated Franklin Templeton Investments Blue Coat Systems, Inc. Union Bank Stepanek, Megan Taylor, Tammy Ueberle, Diane Shaw, Elizabeth Senior Manager Brand Director Brand and Social Leader, Marketing Manager, Digital Marketing Charles Schwab & Company, Inc. Wells Fargo & Co. Excellence Constellation Wines U.S. Intuit Inc. Streit, Kay Thomas, Vince Shen, Mingwei Senior Content Manager Brand Manager Ulf, Kerstin Business Process Manager Walmart Stores, Inc. Intel Corporation Marketing Manager Adobe Systems Incorporated Levi Strauss & Co. Strijland, Paulien Thompson, Lianne Sheu, JC Vice President Digital User Experience Director, Alliance Marketing Vailionis, Inga Marketing Database Consultant Hewlett-Packard Company: KPMG LLP Juniper Networks Wells Fargo & Co. Corporate Marketing Thompson, Michelle Valentine, Paula Shu, Mary Stringer, Matt Social Media Manager Director, Web Content Marketing Online Merchandising Manager Senior Vice President, Marketing BlackRock, Inc. Apollo Education Group, Inc. Logitech The Men’s Wearhouse, Inc. Thornhill, Mary Van De Brooke, John Silverman, AJ Su, Florence Marketing Associate Vice President, Director of Advertising Vice President, Strategic Alliances Marketing Analytics Mgr Deloitte Union Bank Live Nation, Inc. Hewlett-Packard Company Tierney, Tracy Vass, Tom Singer, Tom Sullivan, Sharon PR Specialist Head of Marketing - Defined Contribution Senior Sales Executive Vice President, Strategic Operations VSP Global State Street Global Advisors United States Postal Service Union Bank Tillman, Mac Vega, Carrie Smith, Bruce Summers, Lisa Vice President, Marketing and Creative Product Manager Lab CSI Digital Marketing Lead Services Apollo Education Group, Inc. Intel Corporation California State Automobile Del Monte Foods Association (CSAA) Snyder, Michael Tincher, Jacqueline Senior Manager, Marketing Ops Sung, SeMe Social Media Manager American Honda Motor Co., Inc. Creative Designer Blue Shield of California Yodlee, Inc.

www.ana.net 13 Attendees

ANA Content Marketing Members-Only Conference at Charles Schwab & Co.

Verdan, Mary Weinstein, Rich Wilson, Cindy Wuson, Basil Project Manager Senior Vice President/Group Account Senior Director, Marketing Principal Franklin Templeton Investments Director Juniper Networks A.T. Kearney, Inc. The Martin Agency, Inc. Verrall, Danni Winder, Jenille Ybarra, Megan Senior Director Whichard, Amanda Integrated Marketing Manger Advertising and Media Advisor University of Phoenix Senior Digital Marketing Manager Safeway Inc. Chevron Corporation Central Garden & Pet Company Vervaecke, Laura Wolfe, Katie Yeadon, Greg Associate Vice President White, Rachel Online Community Manager Brand Manager LPL Financial Experian Consumer Services Franklin Templeton Investments Central Garden & Pet Company Vig, Purnima Wicke, Scott Wong, Christina Yip, Amy Strategic Architect - Director IT Manager Del Monte Foods Associate Marketing Manager Franklin Templeton Investments Johnson & Johnson-LifeScan The Clorox Company Wong, Leona Wagle, Ninad Williams, Jessica Manager, Marketing Operations, Internal Yuen, Donald Community and Social Media Researcher Activation Marketing Manager Communication Visa Inc. Apollo Education Group, Inc. Cisco Systems, Inc. EBay, Inc. Williams, Matt Wong, Sue Zamora, Carlos Wallace, Toni Chief Executive Officer Manager Creative Services - Design Marketing Consultant Director, Strategic Marketing The Martin Agency, Inc. Franklin Templeton Investments Blue Shield of California and Partnerships Columbia Records, Division of Williams, Shelley Wood, Chris Zheng, Carrie Sony Music Director, Brand Expression Product Manager Senior Brand Manager Alaska Airlines, Inc. Logitech Outerwall Inc. Walthers, Lisa Relationship Marketing Manager Wilson, Amy Woods, Rob Zucca, Erika Sungevity Inc. Social Media Campaign Manager Vice President, Creative Strategy Associate Firm Marketing Manager Apollo Education Group, Inc. Wells Fargo & Co. Franklin Templeton Investments Webb, Robert Global Sourcing Manager Intel Corporation

www.ana.net 14 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.

KNOWLEDGE ANA MEMBERS We deliver proprietary industry insight and thought leadership, grounded in more than 100 years of experience, to help you make BENEFIT FROM better decisions and give you the edge you need to succeed. the extensive experience of CONNECTION 570+ companies We facilitate an ongoing conversation among marketing’s best and brightest, to drive the cross-pollination needed to advance both & 10,000+ brands individual and industry. that collectively spend more than LEADERSHIP We drive the agenda that shapes the marketing industry and $250 billion advances marketing excellence. on marketing and advertising each year. ANA members have access to an exclusive portfolio of products and services including:

Government Marketing School of Conferences and Relations Knowledge Center Marketing Committees

Regulatory Issues 8,000+ Proprietary Team Training 30+ National and Legislation Marketing Insights Individual Training Regional Conferences Representation Customized Research Half-Day 20+ Committees Industry Surveys and Complimentary Weekly Webinars White Papers Workshop

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.

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 WE strive to educate WE actively oppose intermediary between the policymakers at all efforts by the government advertising and marketing levels on the benefits to tax, ban, or otherwise community and Congress, of advertising to the restrict advertising the federal agencies, state economic health of the and marketing. legislatures, and the courts. nation and its states.

Major accomplishments in 2013 include:

Providing the primary funding for updated research Working with Congress to support language that from IHS Global Insight on the economic impact prohibits four powerful federal agencies from of advertising, which found that advertising accounts publishing their overly restrictive guidelines for for $5.6 trillion of economic output and food, beverage, and restaurant marketing unless supports 21.1 million U.S. jobs they first conduct a cost/benefit analysis

Helping stop major ad tax proposals Continuing to keep a spotlight on the progress in Minnesota, Ohio, and Louisiana 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 Joining two active coalitions that are working to behavioral advertising, including introducing develop solutions to the problem of “patent trolling” new guidelines for mobile marketing as it relates to the advertising/agency communities

Our staff in Washington is well-versed in the legislative, regulatory, and legal issues confronting the advertising industry. To ensure that we continue to represent your company’s interests effectively, we need to hear about the issues impacting your business. Please have your legal and government relations professionals reach out to us so we can work together to protect your bottom line. Here are some ways you can engage with the Washington office: • Sign up for our mailing list to stay informed on developments in Washington, the states, and the courts. • Join the ANA Legal Affairs Committee to discuss the latest legal threats and how to respond. • Attend the ANA Advertising Law & Public Policy Conference. • Visit the advocacy section of ANA’s website for updates on government relations issues. • Follow us on Twitter: @ANAGovRel

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

www.ana.net/membership 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, Snapshots, Insights, Ask the Expert and Marketing Toolkits and Survey Research and LiveChat Services

Snapshots We’ve Answered Overviews from speaker presentations at ANA events covering Over 10,000 a variety of industry topics. Marketing Questions Marketing toolkits, tools, and Insight Briefs We can answer yours, too! templates to help you expand Collections of subject-specific your marketing know-how and content and high-level insights Our team of qualified, resourceful complete projects effectively. on a range of timely and information experts are available pertinent marketing topics. for your member inquiries. Members can access LiveChat from 9 a.m. to 5 p.m. ET FOCUS: Multicultural INSIGHT BRIEF Monday through Friday Sharing Marketing Excellence Marketing

What’s Inside? » AT&T Woos Multiculturals with Celebrities ...... 2 or submit a question anytime New Research » Intrigued by Newer Media ...... 3 » Growth Opportunity ...... 4 Trending Focus: » Does Blending Work? ...... 5 The Truth About Beauty ...... 6 at www.ana.net/ask. » Viewpoints Content » Cross-Cultural vs. INSIGHT BRIEF Multicultural Marketing ...... 8 Sharing Masterful Marketing ANA Member Case Study Marketing Reaching Diverse Audiences 8 » Heineken Scores with Soccer ...... 10 Source information ...... 11 Focus: Five secrets to more effective multicultural marketing What’s Inside? Where you see8, click for additional content. » Who’s Getting it Right ...... 2 INSIGHT BRIEF s it worth devoting precious now exceeds $1.5 trillion a year, growing part of The Home Depot’s New Research Sharing Masterful Marketing I time and resources to reach Bigaccording to the SeligData Center for business. Not only does the » That’s a Fact ...... 3 niche markets? Don’t general-market Economic Growth. company advertise in Spanish, its Trending campaigns already appeal to audiences stores feature Spanish signage and Few experts would disagree that, » Empowering Brand Advocates ...... 4 Award-winning case studies and of every stripe? Do multicultural audi- in the years to come, building a Spanish-language self-checkout What’s Inside? Best Practices ences represent enough buying power deeper relationship with multicultural machines. to warrant targeted outreach? » Fulfill Your Content Needs ...... 5 segmentsNew Research is the key to growing brands 2. Culture is more important than and increasing revenue. But simply » What to Measure ...... 6 Marketers still asking those questions » Collecting Data Is Not Enough ...... 3 language. Simply translating a marketing in another language or trying today might want to check out the general-market campaign into the ANA Member Case Studies to appeal to another culture in English results of the 2010 Census. Hispanics Trending target’s language “is like going into Charles Schwab Delivers Value ...... 7 can be a minefield of potential hazards. » make up 16 percent of the U.S. popula- » Delivering Data-Driven Messages .... 5 a gunfight with a switchblade,” videos from industry-leading To avoid costly or embarrassing » Cleveland Clinic Plays to Strengths . 8 tion, African-Americans account for 13 contends Roberto Orci, CEO of Los missteps, consider these five secrets percent, and Asian-Americans comprise Best Practices Angeles, Calif.-based Acento » Kraft Uses Multiple Channels ...... 9 for effective multicultural marketing: Advertising. “It’s not enough.” He 5 percent. Every ethnic group experi- » A Plan with Staying Power ...... 7 8 » Schick Soars with Sharp Strategy ... 10 enced double-digit population growth 1. WatchBring your language. Your Companies Story says toit’s vital Life to ground multicultural Source information ...... 11 in the past decade, with Asian-Amer- Caseshouldn’t Studies advertise what they can’t campaigns in the values and mores of the target culture so that icans leading the way at 43 percent. Five»deliver. GiltTips Groupe: Therefore, for KnowBuilding Thynever Customer advertisean Effective .... in 8 Content Marketing Program Where you see8, click for additional content. brands that highlight the most ef- In four states, including California and a language the company isn’t fully consumers see themselves in » Allstate Gets Smart with Texas, non-Hispanic whites are no prepared to do business in. This is the message. Artificial Intelligence ...... 9 longer the majority. Even more 8 striking, a lessonany marketers The Home misunderstand Depot under - Research3. Mix multicultural by the Content into Marketing mainstream they want it to do for them. The Content Put Big Datathe combinedto Work buying power of the stands. Because the Latino commu- MSource the Information difference between...... content 11 Institutemarketing. shows Asthat ethnic while communities 91 percent Marketing Institute offers five actionable Hispanic, African-American, Asian, and nitycontent is heavily marketing. invested Content in the market - of marketers use content marketing, tips for building a content marketing Delivering fresh insightsand toNative decision-makers American communities building trade, they are a vital and Continued on Page 2 ing involvesWhere you owning see8 ,media, click for instead additional of content. only 36 percent believe that their pro- program within an organization: is the real purpose of customer data renting it, to attract and retain custom- grams are effective. The biggest chal- fective marketing strategies. ers. Changing or enhancing a customer lenges to effective content marketing 1. Create a mission statement. ig data seems to be the buzz- tools to collect, store, search, or analyze. • Variety. Information may be collected behavior requires creating content that is are producing enough content and Defining the mission of the content word of the moment. But what Some of the most tangible examples in a number of forms, including text, B compelling, consistent, and curated. The producing the kinds of content that will marketing program is the first, most 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. Mar- important step. Use the statement information. marketing? According to Google Execu- Facebook acquires or that Walmart that brands tell, and storytelling is crucial keters should ask themselves why they as a guide to filter content and deter- tive Chairman Eric Schmidt, every two collects about the millions of transactions to successful• Value. Thesearch real engine impact optimization, of big data are interested in executing a content mine deliverables and outcomes for days the world produces the equivalent it conducts hourly. Big data is defined lead generation,stems from and the social insight media. that is marketing plan before they look at what the core target audience. The P&G “I needed fast information on how of all the data created from the begin- by its volume, velocity, variety, and gleaned from the raw input. website homemadesimple.com, ning of civilization up to 2003, or almost value to the organization. Big Data to Big Analytics for example, targets women with a five exabytes. This vast ocean of data • Volume. The terabytes of data that Social Search Engine mission statement to “enable women contains valuable insights, but marketers most large companies regularly To driveMedia new waves of productivity, Optimization to have more quality time with their must sift through irrelevant information acquire are too large to process with growth, and innovation, companies families.” in order to find them. Finding value is conventional means. As technology know they must tapContent the massive Marketing and Mission what big data is all about. penetrates more aspects of society, growing volumes of data. Adobe views 2. Repurpose content. Before setting to better justify advertising invest- the information generated from big data as the collection and analysis out to create new content, assess Big data refers to the extremely large what existing content could be and about those devices is rapidly of large amounts of data to create a data sets that organizations acquire, Lead Generation reworked. Press releases, blog expanding. competitive advantage. The real purpose typically in the terabytes to petabytes • Velocity. Modern businesses may of big data is to enable big analytics, range, as well as the applications needed Source: Content Marketing Institute, 2013. Continued on Page 2 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 ment. The ANA team quickly provided other dimension. Rapid or real-time about delivering fresh insights to deci- and 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 of conventional database management a competitive advantage. Continued on Page 2 multiple resources to help make my case. Senior management thought Survey Research my summary of the materials created The Smarties are the world’s only Findings from 12 yearly surveys a compelling argument for increased global mobile marketing awards based on critical issues and investment.” emerging trends faced by nearly program recognizing outstanding — Steve LeVeau, director of marketing achievement within the industry. all marketers today. at Central Garden & Pet Company

browse 8,000+ marketing insights at submit your question at www.ana.net/ask www.ana.net/mkc17

www.ana.net/mkc ANA School of Marketing

Traditional training methods are no longer good enough. The ANA School of Marketing offers a unique educational experience that combines real world experiences and best practices from client-side marketers with leading industry thinking from the most innovative specialists, thought leaders, and academics. Using powerful training techniques, our workshops will help you make better decisions today.

Team Training Individual Training

How do you elevate the marketing function What are you doing to ensure your best tal- within your company so your marketers can ent continues to drive growth? better influence the organization? The ANA School of Marketing has a variety of inter- ANA School of Marketing team workshops are active one- and two-day workshops carefully planned designed to help align your team with your strategic to ensure participants walk away with immediate direction. Each workshop aims to improve the way practical applications. your team performs a specific marketing task or Our current individual training can help individuals: capability. The progressive and engaging workshops • Capitalize on customer retention by building can help your team improve how you: powerful brand equity. • Optimize relationships with internal stakeholders • Collaborate with agencies to develop break- and external agencies to become a better partner. through creative. • Create a more integrated marketing communi- • Engage in a stronger and more focused client/ cations plan that is aligned with your strategy. agency relationship that enhances partnerships. • Set the course for advertising success with • And much more! exceptional creative. • Elevate your brand through digital marketing and social media. • And much more!

Did you know that as an ANA member your company receives a yearly $6,000 credit ANA Member Benefit: 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 $6,000 with your company’s primary ANA contact to see about applying this credit. Or contact Team Training Credit us directly to find out about eligibility. ANA Member team training credit not applicable to individual training options.

Defining YOUR OWN company’s way of marketing is a key driver for business success. ANA School of Marketing workshops will help you to get there faster. call: 212.455.8024 | email: [email protected] | visit: www.ana.net/som

www.ana.net/som ANA Events

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

National Industry Members-Only Conferences Conferences

Our national industry conferences, open to all for a fee, are true “events,” Members-only conferences are consisting of great content, superb networking with an “A-list” of attendees, a complimentary benefit of ANA and, increasingly, evening entertainment, all in fabulous locations. membership and are open to current members and invited guests only. ANA holds over 25 members-only conferences a year Mar 30–Apr 1, 2014 | Boca Raton, FL April 23–24, 2014 | Washington, DC in locations throughout the country. Media Leadership Advertising Law & Conference Public Policy Conference Webinar

May 4–7, 2014 | Naples, FL July 13–15, 2014 | Dana Point, CA Wednesdays Advertising Financial Digital & Social Media Management Conference Conference ANA’s complimentary Webinar Wednesday program runs nearly every Wednesday at 1:00 p.m. ET. October 15–18, 2014 | Orlando, FL November 9–11, 2014 | Miami Beach, FL Join fellow industry leaders from the comfort of your office, and tap Masters of Marketing Multicultural Marketing into a wealth of information on key Annual Conference & Diversity Conference topics surrounding the advertising and marketing industry.

Visit www.ana.net/events for more events

ANA

The Found Money of State Commercial ANA Production Incentives Brand-Specific Commercial Ratings Benefits and Solution Providers Many states now offer financial incentives to advertisers to shoot commercials in their states. Although such incentivesn 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 productio 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. ANA continues to advocate for increased granularity of commercial ANA committees are key originators and What’s Inside? ratings, and notably for brand-specific commercial ratings. “All advertisers should be aware of the benefits of state commercial production incentives and the opportunities ANA member interest in brand-specific commercial ratings is high. to positively impact production budgets.” Benefits ...... Valerie Light 1 In a 2011 survey, 82 percent of members surveyed expressed interest. Broadcast Production ManagerANA/4A’S WHITE PAPER Verizon Solution Providers Co-Chair, ANA Production Management Committee These findings are consistent with other surveys ANA has done over the years, including those in 2004 and 2006. » Agency Selection comScore ...... 4 » INVIDI Technologies Briefing Guidance ...... 20136 ANA SURVEYInterest REPORT in Ratings for Individual Commercials advocates of leadership initiatives. » Kantar Media ...... INDUSTRY THOUGHT LEADERSHIP 8 Background Not » Nielsen Interested ...... The10 Rise of theNeutral Pure and simple, production incentives help states create jobs and attract investment. Their long-term desire is to SURVEY RESEARCH 5% 13% encourage infrastructure investment so that filmmaking (feature films, television programs and commercials)What’s becomes Inside? » PrecisionDemand Benchmarks and Trends ...... 13 an integral component of a state’s industryBackground and tax base. Several studies, by firms including Ernst & Young, show that .... 3 for each production incentive dollar spent, some multiple of that dollar (e.g., four to seven times) is created Agencyin economic Selection Briefing Guidance In-House Agency ublished the Guidelines for Agency » Rentrak ...... 3 15 activity in the state where the projectIn October takes 2011, place. the ANA and 4A’s p » 1. Initial List/RFI Phase cument and publicize best practices for both clients and Search to do ...... 5 » Simulmedia Interested 2. Semi-Finalist/RFP Phase ...... The film and television industriesagencies have tohistorically consider inbenefited the agency greatly search from and these selection and state 4A’s process. production websites. Those incentives. » The incentives 17 82% ...... 10 are clearly geared to reward companiesguidelines canfor makingbe accessed the decisionon the respective to produce ANA in a particular state. Incentive» 3.programs Finalist Phase » TRA ...... 19 Committees provide eyes, ears, and a voice: target the companies that fund productions and give final approval on the shoot location. In the feature film arena, ...... 12 As a follow-up to those guidelines, the ANA and 4A’s believe there is an Guidance Summary the largest recipients of these incentives are the major motion picture studios. More recently, advertisers have been 13 Appendix ...... participating. Savings can be achievedopportunity without to further sacrificing improve quality,the productivity as many ofstates the agency have beensearch/new very successful Task in Force building Members ...... 21 Q7. Currently, ratings for individual commercials are not available. Nielsen provides ratings for business process, for both agencies and advertisers, by developing specific the average of all the commercials in a program. How interested would you be in having ratings the production infrastructure required by the industry. bject of agency selection briefing available for each individual commercial? best practices guidance around the su Source: ANA 2011, Leveraging TV for Growth Survey throughout the entire agency selection process.

“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 Lick The Benefits of Commercial Ratings Executive Producer, Broadcast Production Objective • The “eyes and ears” identify issues that the ANA should Target Corporation Co-Chair, ANA Production Management Committee ngs ANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings. The intention of this document is to provide basic guidance for clients who are unfamiliar with the fundamentals ency during the agency selection process, and give clients experienced in agency selection briefi of briefing an ag Better Knowledge/Increased Accountability additional best practices to consider. • 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 be made aware of (and perhaps take action on). or may not reflect the delivery for that specific brand) to provide increased accountability. Executive Summary

1 The Found Money of StateThe Commercial ANA/4A’s task Production force believes Incentives 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). Brand-Specific Commercial Ratings • The “voice” provides strong credibility to a position. 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. ANA surveys are based on topics identified by the ANA and its membership When the ANA (and our committees) has something to say, as critical issues and emerging trends that nearly all marketers face today. Access all ANA survey reports at: www.ana.net/surveys the marketing community takes notice and listens. The ANA welcomes input from committee members on leadership initiatives to consider. www.ana.net/committees www.ana.net/events