ANA Digital & Social Members-Only Conference at Capital One

Tuesday, January 28, 2014 | 15080 Capital One Drive | Richmond, VA

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ANA Digital & Social Members-Only Conference at Capital One

Agenda...... pg 2

Speaker Bios �������������������������������������������������������������������� pg 4

Attendees...... pg 7

ANA Member Benefits �����������������������������������������������������pg 11

www.ana.net 1 Agenda

ANA Digital & Social Members-Only Conference at Capital One

Breakfast (8:15 a.m.) CHOICE HOTELS REVEALS THEIR LUCY ACTIVEWEAR BREAKS THROUGH DIGITAL AND LOYALTY PROGRAM WITH EXPERIENTIAL DIGITAL General Session (9:00 a.m.) STRATEGY BRAND EXPERIENCES

CAPITAL ONE CAPITALIZES ON In this session, Choice Hotels Lucy Activewear is a leading women’s REAL-TIME MARKETING THROUGH International will reveal how they activewear brand and has recently leverage a fully integrated digital focused their digital marketing efforts CELEBRITIES, EVENTS, & SOCIAL strategy for prospects and for loyalists/ on affirming women already in motion NEWSROOMS advocates through Choice Privileges, with a celebration that would be most Real-Time Marketing is a huge part Choice Hotel’s loyalty program with powerful not as words, but as action. of CapitalOne’s DNA. In this session, over 18M members worldwide. They Lucy Light Forest was born, an they will share how they have will share their secrets to success experience that captures the feeling championed real-time marketing in utilizing a robust digital strategy of the most amazing workout. It’s an strategies, specifically during large to use data to drive digital and social interactive light and sound installation sports events like March Madness, media, segment and engage according that debuted in Boston along the through promoted celebrity tweets, to digital behaviors, expand globally, Charles River Esplanade which generated a robust social command center, and and more! national engagement through a digital a huge presence on Pinterest to drive site, encouraging Boston participants Bruce Dincin to post photos and videos of the business results, brand loyalty, and Senior Director of Media Strategy experience. This successful experience advocacy. Choice Hotels International has brought incredible results. This Patrick McLean session will focus on how these digital Vice President, Digital Brand Strategy ideas were born and what’s in store for Capital One the future.

Jim Scott Founder, Managing Partner mono

Lunch (12:00 p.m.)

www.ana.net 2 Agenda

ANA Digital & Social Members-Only Conference at Capital One

General Session Cont. (1:00 p.m.) BUILD, ENGAGE, SCALE, REPEAT... BUILD, ENGAGE, SCALE, REPEAT

REAL HEALTH INITIATIVE: DEEPLY With context being such an important ENGAGING CONSUMERS THROUGH part of social engagement, the question DIGITAL & SOCIAL arises as to how national and global brands broadly develop and maintain In this session, WellPoint and ROKKAN relevancy while still influencing their will share a progressive and first of consumer base to act on a local level. its kind integrated digital and social With hundreds of Marine locations and strategy to educate consumers about millions more prospective recruits using the Affordable Care Act through helping social media across the United States, them wade through all the complexity the Marine Corps recognized an and ambiguity of the changing healthcare opportunity to scale their national landscape. This groundbreaking work efforts to the local level. They saw an seeks to simplify an extremely complex opportunity to engage with particular piece of legislation and translate the key audiences on a deeper level and components into engaging, digestible, strategized on how to best connect with and relatable communications that drive them. Similar to organizations like conversation and provide Americans Starwood Hotels, Ford and others, the with the type of knowledge they need to Marine Corps scaled their presence and navigate through this new environment. then built a comprehensive framework This session will feature how they have of training and guidance to ensure a fostered renewed, individual unified brand on social media. But with connections through a range of tools multiple page administrators and and channels to engage, including various audiences, how do you keep social, video, and a new intuitively brand messaging and engagement style designed website to do just that. consistent? Come hear the Marines share their secrets on how they sustain Kelly Colbert their impact as the largest government Staff Vice President, Advertising and Social Media brand on Facebook, while developing Wellpoint additional influence through their most important asset: Marines on the ground. Zach Newcomb Senior Vice President, Client Marshall Lauck Partnership + Strategy Chief Operating Officer ROKKAN J. Walter Thompson

Lt. Col Ralph Hernandez Assistant Chief of Staff for Advertising United States Marine Corps

Conference Adjournment (2:45 p.m.)

www.ana.net 3 Speaker Bios

ANA Digital & Social Members-Only Conference at Capital One

Kelly is a senior advertising and marketing executive, and her current role at WellPoint includes responsibilities ranging from developing brand advertising campaigns and social media strategy to managing strategic partnerships and developing content to elicit consumer engagement in offline, social, mobile and digital channels. Her cross-media expertise and passion for integrated marketing has been applied to a variety of industries including technology, consumer packaged goods, news/media, Internet start-ups and health care. Kelly has worked for large corporations such as Reuters and Young & Rubicam and small Silicon Valley start-ups including AdForce and Word of Net.

Kelly Colbert Staff Vice President, Advertising and Social Media WellPoint

Bruce Dincin is senior director of media strategy at Choice Hotels International. Bruce has been with Choice for over 7 years, holding key roles in the marketing department including responsibility for brand advertising and single brand marketing. In his current role, Bruce manages Choice’s media agency of record, works closely with Choice’s business intelligence team, media vendors, and Choice’s media mix modeling partner to analyze the incremental ROI of paid media and plan overall media strategies and tactics to maximize incremental revenue. Choice Hotels is one of the largest hotel companies in the world, with more than 6,300 hotels in over 30 other countries and has 10 brands, including Comfort Inn, Quality, Sleep Inn, Clarion, and Cambria Suites. Bruce attended the University of Illinois and subsequently began his professional career at Andersen Consulting. After Andersen, he earned his MBA at Georgetown University McDonough School of Business. Prior to joining Choice Bruce Dincin Hotels, Bruce worked at American Express in multiple marketing roles. Bruce lives with his wife and two boys Senior Director, Media outside of Washington DC, but remains a Chicago sports fan. Strategy Choice Hotels International

www.ana.net 4 Speaker Bios

ANA Digital & Social Members-Only Conference at Capital One

Lieutenant Colonel Raphael “Ralph” Hernandez serves as the assistant chief of staff for advertising, Marine Corps Recruiting Command, United States Marine Corps. He is responsible for the development and effective execution of the Corps’ sophisticated, strategically aligned, multi-million dollar national recruitment advertising efforts. Designed to adapt and change in concert with a fluid recruiting environment and the target market’s shifting consumption habits, the advertising program supports brand awareness and lead generation in support of over 3,000 Marine recruiters (officer and enlisted) who are integral to ensuring the Congressionally mandated end-strength needs of the United States Marine Corps are met each year by quantity and quality. Lieutenant Colonel Hernandez leads a team of Marines working in a collaborative manner with agency partners JWT, UniWorld Group and Mindshare in accomplishing his responsibility by leveraging a wide range of Lieutenant Colonel channels and program elements. Lieutenant Colonel Hernandez has served as a United States Marine for Ralph Hernandez 20 years and is both trained as a Logistician and considered a Recruiting Operational Expert. He has an Assistant Chief of Staff extensive background in operational planning and implementation. Lieutenant Colonel Hernandez is a graduate for Advertising of the University of Texas at El Paso and is currently pursuing a Master of Science Degree in Organizational Marine Corps Leadership, National University. He is the recipient of the Meritorious Service Medal (2nd Award), the Joint Recruiting Service Commendation Medal, the Navy and Marine Corps Commendation Medal (3rd Award), and Command, United Humanitarian Service Medal. States Marine Corps

With almost 18 years of professional experience, including seven years serving in the United States Marine Corps and over a decade in advertising and brand management, Marshall Lauck brings an exceptional level of leadership to his role as JWT Atlanta’s chief operating officer. Leading the agency alongside chief creative officer Perry Fair, Marshall oversees the operational side of JWT. He has spent close to 7 years at the agency and most recently was the management director and core team leader for the US Marine Corps account, overseeing brand strategy, brand relations and activation, strategic development, partner integration and client services. While under Marshall’s guidance, the Marine Corps celebrated many category and industry-leading achievements, including development of the largest military branch Facebook presence, first-in-kind marketing partnerships with signature brands like Xbox, YouTube and the Ultimate Fighting Championship and pioneering Marshall Lauck research initiatives around the millennial generation and how they view service. During his service in the Chief Operating Officer Marine Corps, Marshall completed an operational assignment at Camp Lejeune, North Carolina, followed by a J. Walter Thompson stint at the Marine Corps Recruiting Command in Quantico, Virginia. Following his time on active duty, Marshall continued his marketing career with five years in brand management at Kraft Foods. During that time he was responsible for multiple brand assignments in several categories, including P&L responsibility for a product portfolio with close to $100 million in annual sales. Marshall currently lives in Atlanta, GA with his wife and three daughters.

www.ana.net 5 Speaker Bios

ANA Digital & Social Members-Only Conference at Capital One

Patrick McLean is vice president of digital brand strategy at Capital One Financial. He is responsible for Capital One’s digital brand strategy and bringing the brand to life through social, mobile and other digital channels. He joined Capital One from Verizon Communications where he led the interactive marketing organization for the consumer and small business segments. Patrick also spent 7 years with Sympatico, Canada’s largest internet service provider where he led their marketing organization. Early in his career, he was a pioneer in the digital media industry having launched and served in senior marketing roles for a number of startup/early stage technology and media companies. Patrick currently serves on the Microsoft Advertising Customer Advisory Board, is a member of Forrester’s Interactive Marketing Council and is a mentor for the R/GA Accelerator. He was named to the 2012 iMedia 25 list of media innovators. Patrick Patrick McLean currently lives in Richmond, VA with his wife Kelly and son Michael (5). Vice President, Digital Brand Strategy Capital One Financial

Zach Newcomb joins ROKKAN as executive account director, bringing a unique blend of both agency and brand-side experience with him. He’s worked with some of best names and content creators in the world to deliver cutting edge digital experiences, including previous stints at The New York Times Digital, Google, and R/GA. Informed by his background with blue-chip brands like American Express and Nike, Zach works to help cement client service practices at ROKKAN. He’s focused on forging deep relationships with brands and leveraging ROKKAN’s unique creative and technical assets to help clients meet and surpass their strategic marketing goals. Making his beginning in film production and later taking the leap into ROI-driven marketing, Zach offers an unusual balance of left and right brain competencies, shepherding projects from ideation to delivery using his unique wheelhouse. Zach Newcomb Senior Vice President, Zach was born and raised in Brooklyn, New York and still calls Brooklyn home. When not bowling or checking Client Partnership + out a local band, he’s screen-printing t-shirts for his friends. Zach holds a B.A. in film from Yale University and Strategy an M.B.A. from Columbia University. ROKKAN

Jim has spent the last 10 years, since forming mono with his partners in 2004, creating and thoughtfully growing an agency focused on simplicity, innovation, and creativity. In that time mono has been honored with many awards including three Small Agency of the Year awards, two Campaign of the Year awards (Gold and Silver), and both Silver and Bronze Cyber Lions at Cannes. Jim has helped steer mono’s carefully curated client list through a broad range of marketing challenges, from re-branding initiatives for MSNBC, USA Network, and Custom Chrome Motorcycles, to developing innovative and effective communication plans for Virgin Mobile, Harvard Business School, Nike, and Apple. And from creating a new category for Boomchickapop, to redefining the modern furniture, grocery and women’s activewear categories for Blu Dot, Target, and lucy activewear, respectively. Prior to founding mono, Jim had a successful 12-year career Jim Scott managing the business and accounts of clients that ranged from Harley-Davidson to Volvo to Northwest Founder, Airlines at Carmichael Lynch and other agencies. Managing Partner mono

www.ana.net 6 Attendees

ANA Digital & Social Members-Only Conference at Capital One

Noha Abdalla Kevin Barber Nicole Bohorad Carol Chin-Fatt Director Brand Strategy Coordinator of Web Design Senior Manager, Social Media Marketing Brand Marketing Capital One Services, Inc. CarMax Auto Superstores, Inc. Capital One Services, Inc. Capital One Services, Inc.

Emily Abernathy Keith Barron Boz Boschen Jennifer Chisholm Capital One Services, Inc. Capital One Services, Inc. Media Marketing Manager Capital One Services, Inc. SunTrust Banks, Inc. Matthew Ahlert Stephanie Batt Global Category Manager - Digital Manager, Contract Specialist Holly Bowers Amanda Cifone GlaxoSmithKline Capital One Services, Inc. Capital One Services, Inc. Senior Associate - Brand Strategy Capital One Services, Inc. Anne Powell Anderson Kenya Battles Suanne Brady Marketing Communications Manager Brand Strategy, Direct Bank Coordinator of Web Design John Clemmer MWV Capital One Services, Inc. CarMax Auto Superstores, Inc. Brand Manager Capital One Services, Inc. Kelly Andreycak Thandi Baxter-Magro Martin Brady Brand Strategy Brand Strategy Director, Consumer Marketing Kelly Colbert Capital One Services, Inc. Capital One Services, Inc. Hamilton Beach Brands, Inc. Staff Vice President, Advertising and Social Media Jennifer Apy Tanya Behrend Mary Beth Brault WellPoint, Inc. Product Marketing Associate, Creative Senior Manager Corporate Adobe Systems Incorporated Capital One Services, Inc. Communications Mei Collins Hamilton Beach Brands, Inc. Project Director, Brand Marketing Christie Arrington Rich Berenson Choice Hotels International, Inc. Associate Manager, Supplier Senior Vice President, Chief Business Steve Braun Management Development Officer Product Manager Eileen Cowdery Altria Group, Inc. Meredith Xcelerated Capital One Services, Inc. Associate Marketing Manager Marketing (MXM) Capital One Services, Inc. Amanda Aschenbrenner Lauren Campbell Brand Marketing Associate Ed Berg Business Manager Blair Crawley Capital One Services, Inc. Director, Member Relations Capital One Services, Inc. Fraud Intake Coordinator ANA Capital One Services, Inc. Craig Ashinsky Michelle Caruso Senior Business Analyst Carly Berman Senior Specialist Shelley Crockett Capital One Services, Inc. Brand Strategy Altria Group Distribution Company Program Manager, Social Media Capital One Services, Inc. Choice Hotels International, Inc. Carissa Bailey Caroline Casey Coordinator, Conferences Jordan Bishop Senior Brand Associate Suzanne Currier ANA Internet Marketing Specialist Capital One Services, Inc. Senior Brand Manager Johns Hopkins Medicine Capital One Services, Inc. Caleb Balaban Fawn Chapman Associate Marketing Manager Ashleigh Blumer Brand Strategy Jen Curtis Capital One Services, Inc. Capital One Services, Inc. Capital One Services, Inc. Content Manager CarMax Auto Superstores, Inc. Brooke Bandy Marquitta Cherry Capital One Services, Inc. Senior Associate Marketing Manager Capital One Services, Inc.

www.ana.net 7 Attendees

ANA Digital & Social Members-Only Conference at Capital One

Carter Ann Dally Burke Farley Jami Gobao Heather Johnson Associate Specialist, Brand Manager Associate Manager, Social Media Marketing Specialist Consumer Engagement Capital One Services, Inc. and Communications SunTrust Banks, Inc. Altria Consumer Under Armour Inc. Engagement Services Britt Farrar Katherine Keen Manager of Social Media Carol Gordon Assistant Brand Manager Vesna Dardic CarMax Auto Superstores, Inc. Senior Brand Manager Nu Mark LLC Brand Manager Capital One Services, Inc. Capital One Jesse Feldman Amanda Kim Manager, Marketing Knowledge Center Koy Grant Social Media Analyst Raegan Dearie ANA Associate Marketing Manager, Under Armour Inc. Capital One Services, Inc. Communications Jon Field Busch Gardens Williamsburg Kim Kirby Amy DeBaugh Coordinator of Web Design Senior Media Manager Brand Manager CarMax Auto Superstores, Inc. Bridgette Guedri Capital One Services, Inc. Capital One Services, Inc. Senior Associate Kathryn Fields Capital One Services, Inc. Brekan Kohlitz Brian Deffaa Senior Brand Manager Brand Manager Senior Brand Manager Capital One Services, Inc. Matt Harrington Capital One Services, Inc. Capital One Services, Inc. Communications Manager Steve Fitzpatrick Hamilton Beach Brands, Inc. Honey Konicoff Christina Dick Supplier Management Director, Brand Marketing Senior Community Altria Group, Inc. Hank Heilesen Marriott International, Inc. Management Associate Senior Manager, Brand Strategies Capital One Services, Inc. Traci Ford Capital One Services, Inc. Jennifer Elizabeth Kramer Senior Marketing Associate Capital One Services, Inc. Bruce Dincin Capital One Services, Inc. Ralph Hernandez Senior Director, Media Strategy Assistant Chief of Staff for Advertising Marshall Lauck Choice Hotels International, Inc. Carrie Friedrich United States Marine Corps Chief Operating Officer Marketing Manager Associate J. Walter Thompson Jamie Dorrough Capital One Services, Inc. Winsome Humphrey Capital One Services, Inc. Strategic Account Manager Geoffrey Laux Rhianna Garner United States Postal Service Brand Manager Bobby Eaves Senior Project Manager - Brand Capital One Senior Art Director Capital One Services, Inc. Andrew Jacobs CarMax Auto Superstores, Inc. Brand Manager, Branch Merchandising Kim Leibowitz Erin Garrett Capital One Services, Inc. Brand Manager Megan Edds Specialist, Events Capital One Services, Inc. Senior Associate, Creative Altria Consumer Engagement Heather Jacobs Capital One Services, Inc. Services Marriott International, Inc. Lisa Liberati Capital One Services, Inc. Maggie Ellis-Bland Jill Gaynor Jill Jaquith Capital One Services, Inc. Vice President, Marketing Brand Strategy Seth Lichtman Hamilton Beach Brands, Inc. Capital One Services, Inc. Director, Marketing Hamilton Beach Brands, Inc.

www.ana.net 8 Attendees

ANA Digital & Social Members-Only Conference at Capital One

Laura Lively Joanna Miller Elizabeth Parent Erin Phillips Senior Manager, Brand Strategies Senior Art Director Capital One Services, Inc. Senior Associate, Supplier Management Capital One Services, Inc. Capital One Services, Inc. Capital One Services, Inc. Whitney Parfitt Therese Lockemy Trevor Minor Capital One Services, Inc. Kristel Poole Internet Marketing Manager Brand Manager Social Media Community Johns Hopkins Medicine Capital One Services, Inc. Valerie Parham and Content Specialist Senior Marketing Manager Hamilton Beach Brands, Inc. Emily Madden Ted Molis Capital One Financial Capital One Services, Inc. Brand Strategy Phil Quimby Capital One Services, Inc. Jacob Park National Director-Tax Veronica Mao Capital One Services, Inc. and Audit Marketing Under Armour Inc. Luz Morales Grant Thornton LLP U.S. Internet Specialist Teri Parker Molly Mascia IKEA North America Digital Product Manager Mary Beth Ransdell Senior Marketing Associate Capital One Services, Inc. Sourcing Manager, Corporate Services Capital One Services, Inc. Annalee Morris MeadWestvaco Corporation Principal Brand Associate Fernando Pascual Blair Matthews Capital One Services, Inc. Associate Brand Manager Katie Rhine Social Media Strategist Altria Group, Inc. Associate Manager Capital One Services, Inc. Laura Murphy of Interactive Marketing Account Supervisor, Digital Lauren Patterson Busch Gardens Williamsburg Mike Maynes LMO Advertising Marketing Manager Senior Associate, Creative Capital One Services, Inc. Robin Robert Capital One Services, Inc. Lisa Murray Senior Manager Brand Manager Cherye Paulson Capital One Services, Inc. Brad McClintock Capital One Services, Inc. Senior Copywriter Manager, Brand Strategies CarMax Auto Superstores, Inc. Mary Roberts Capital One Services, Inc. Zach Newcomb Senior Manager of Brand Senior Vice President, Tifany Pedersen Marketing, Extended Stay Patrick McLean Client Partnership + Strategy Senior Manager, Brand Strategies Marriott International, Inc. Vice President, Digital Brand Strategy ROKKAN Capital One Services, Inc. Capital One Services, Inc. Barry Roebuck Chayada Nitisiri Emily Perkins Director, Creative Jennifer Mcmahon Principal Brand Manager Brand Manager Hamilton Beach Brands, Inc. Manager, Marketing Communications Capital One Services, Inc. Capital One Services, Inc. MeadWestvaco Corporation Lisa Rogerson Janelle Nowak Kendria Perry Capital One Services, Inc. Meghan Medlock Brand Manager Mgmt Supervisor Director, Committees and Conferences Capital One Services, Inc. LMO Advertising Leah Rooney ANA Princ. Procurement Specialist. James Packer Matt Pfeffer Capital One Candice Miller Manager, Online Marketing Group Director, Brand Partnerships CarMax Auto Superstores, Inc. Hamilton Beach Brands, Inc. and Advertising Rovio Entertainment

www.ana.net 9 Attendees

ANA Digital & Social Members-Only Conference at Capital One

Becca Rosner Abigail Catherine Schwartz Monifa Steplight Liz Weiss Product Management Brand Marketing Communications Coordinator Loyalty Manager and Customer Experience Capital One Services, Inc. MeadWestvaco Corporation CarMax Auto Superstores, Inc. Capital One Services, Inc. Pat Schweitzer Rachel Stinnett Sarah Whitby Lisa Rossi Consumer Test Kitchen Manager Brand Strategy Manager, Internet Development Trademark and Domain Name Manager Hamilton Beach Brands, Inc. Capital One Services, Inc. MeadWestvaco Corporation Capital One Services, Inc. Jim Scott Nicole Stoll Sloan White Lauren Rudolph Founder, Managing Partner Manager, Electronic Media Brand Manager Associate Marketing Manager Mono MeadWestvaco Corporation Capital One Services, Inc. Capital One Services, Inc. Bianca Shaw Ashley Stoner Aaron Wilson Katelin Saalfeld Brand Manager Senior Marketing Associate Associate Marketing Manager DM Brand Strategy Capital One Services, Inc. Capital One Services, Inc. Capital One Services, Inc. Capital One Services, Inc. Britni Shields Anne Stroud Monica Wilson Rohit Saroop Under Armour Inc. Senior Manager, Brand Web Specialist Senior Business Manager Capital One Services, Inc. Hamilton Beach Brands, Inc. Capital One Services, Inc. Natalia Shilova Product Manager Matthew Sutton Casey Windmuller Hank Schepker Capital One Services, Inc. Capital One Services, Inc. Capital One Services, Inc. Manager, Consumer Database Management Justin Simpson Courtney Taylor Phyllis Woods Altria Group Distribution Company Capital One Services, Inc. Associate Marketing Manager Vice President, Marriott Creative Agency Capital One Services, Inc. Marriott International, Inc. Tracy Schneider Jennifer Stamps Brand Manager Senior Associate Tony Vaughan Jill Zabloski Capital One Services, Inc. Capital One Services, Inc. Associate Marketing Manager Brand Manager Capital One Services, Inc. Capital One Services, Inc. Bethany Schroth Alonda Steele Analyst Senior Marketing Associate Jonathan Ver Beek CarMax Auto Superstores, Inc. Capital One Services, Inc. Senior Procurment Specialist Capital One Services, Inc.

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FOCUS: Multicultural from 9 a.m. to 5 p.m. ET INSIGHT BRIEF Sharing Marketing Excellence Marketing Monday through Friday What’s Inside? » AT&T Woos Multiculturals with Celebrities ...... 2 New Research » Intrigued by Newer Media ...... 3 » Growth Opportunity ...... 4 or submit a question anytime Trending Focus: » Does Blending Work? ...... 5 » The Truth About Beauty ...... 6 Viewpoints Content » Cross-Cultural vs. INSIGHT BRIEF Multicultural Marketing ...... 8 at www.ana.net/ask. 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

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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. • Capitalize on customer retention by building The progressive and engaging workshops can help powerful brand equity. your team improve how you: • Collaborate with agencies to develop break- • Optimize relationships with internal stakeholders through creative. and external agencies to become a better partner. • Engage in a stronger and more focused client/ • Create a more integrated marketing communi- agency relationship that enhances partnerships. cations plan that is aligned with your strategy. • And much more! • Set the course for advertising success with 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 February 26–28, 2014 | Hollywood, FL Mar 30–Apr 1, 2014 | Boca Raton, FL in locations throughout the country. Brand Masters Media Leadership Conference Conference Webinar

April 23–24, 2014 | Washington, DC May 4–7, 2014 | Naples, FL Wednesdays Advertising Law & Advertising Financial Public Policy Conference Management Conference ANA’s complimentary Webinar Wednesday program runs nearly every Wednesday at 1:00 p.m. ET. July 13–15, 2014 | Dana Point, CA October 15–18, 2014 | Orlando, FL Join fellow industry leaders from the comfort of your office, and tap Digital & Social Media Masters of Marketing into a wealth of information on key Conference Annual 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