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2012 ANA Integrated Partnerships Members Only Conference @ Phoenix Suns 2012 ANA Integrated Partnerships Members Only Conference @ Phoenix Suns Thursday, September 27, 2012 | Phoenix, AZ Join the conversation on Twitter by mentioning @ANAmarketers Upload photos, video, and make comments on facebook.com/ANA Table of Contents 2012 ANA Integrated Partnerships @ Phoenix Suns Agenda ............................................................................ pg 3 Attendees ........................................................................ pg 5 Speaker Bios .................................................................... pg 7 ANA Information .............................................................pg 12 www.ana.net 2 Agenda 2012 ANA Integrated Partnerships @ Phoenix Suns Agenda Breakfast (8:15 a.m.) INTEL FOSTERS CREATIVITY IN THE MAKING MAGIC, USING LOGIC: DIGITAL AGE WITH THE CREATORS SUBSTANTIATING THE VALUE OF General Session (9:00 a.m.) PROJECT BRANDED ENTERTAINMENT IN THE MARKETING MIX The Creators Project is a joint-ven- CENTURYLINK AND THE PHOENIX SUNS ture by Intel and Vice to celebrate At a time when brand stories must PARTNER TO CREATE BRAND VALUE IN creativity and innovation through come alive through ongoing multiplat- THE LOCAL COMMUNITY music, film, and art globally. The two form entertainment, it is now more CenturyLink, the third largest tele- organizations came together in 2010 important than ever to be able to communications company in the to provide an outlet dedicated to measure the Branded Entertainment United States, has successfully sharing the work of visionary artists value chain. OgilvyEntertainment has embraced sponsorship as an effec- and to nurture the creation of original developed their Branded Entertainment tive means of developing strong ties content in the digital world. Discover Assessment Model™ to provide greater with local communities and improv- how Intel’s investment in The measurability for the industry. By ing their brand presence. Over the Creators Project has effectively creating entertainment authentic to past few years, Centurylink has empowered and connected commu- brand ideals and rooted in the logic expanded its portfolio of sponsor- that drives all elements of the ships of to include naming rights of nities of innovators while strengthen- marketing mix, marketers can employ local arenas, community enrichment ing the Intel brand. programs and partnerships with pro- the magic of entertainment effectively Dave Haroldsen and profitably using BEAM™. In this fessional sports teams such as their Global Creative Director, sponsorship of the Phoenix Suns. In The Creators Project, Global Partner Marketing session, Abigail Marks, Director, Strategy this session, Rich Karlis, Director, Intel Corporation & Operations – OgilvyEntertainment, will Corporate Sponsorships - Century- provide an overview of the model and Link and Matt Wright, VP of Sales, share how they applied the model to Marketing Partnerships - Phoenix measure the value to marketers’ ini- Suns / Phoenix Mercury will discuss tiatives such as Hellman’s web series the evolution of their partnership as featuring Chef Bobby Flay, and gain well as how they are working together learnings for future Branded Entertainment to elevate the program’s activation campaigns. and measurement. Abigail Marks Rich Karlis Director, Strategy & Operations Director, Corporate Sponsorships OgilvyEntertainment CenturyLink Matt Wright Vice President of Strategy and Operations, Marketing Partnerships Phoenix Suns / Phoenix Mercury www.ana.net 3 Agenda Cont. 2012 ANA Integrated Partnerships @ Phoenix Suns LIFELOCK, INC. KEEPING BRANDS General Session Cont. (1:30 p.m.) MAKING SMARTER BUSINESS DECISONS FRESH AND RELEVANT THROUGH RESEARCH AND IKEA EMBRACES REALITY TV TO MEASUREMENT LifeLock, Inc. is an industry leader in IMPROVE BRAND PERCEPTION identity theft protection and has Western Union successfully uses been showcased by Inc. magazine In order to elevate their brand and to research and measurement, through as one of the nation’s fastest growing demonstrate quality, style and afford- their partnership with Navigate privately held companies. Lifelock’s ability, IKEA and MEC Entertainment Research, to make smarter business brand is the strongest in the category, developed a strategy that focused on decisions when investing in sponsor- but has evolved over the years to Reality TV; creating a six episode TV ships. Laston Charriez will share a overcome the challenges that come series where the country’s most cel- case study from a recent sponsor- with being a fast-growing start-up ebrated chefs surprised a frustrated ship opportunity-details of the company. In this session, Erick household cook with a complete package, key findings through mea- Dickens, Vice President of Marketing kitchen makeover. Based on the surement and outcomes. Dr. Mark – Lifelock, Inc. will share how his insight that professional contextual Friederich will discuss Navigate’s company is strategically managing endorsement was the next best alter- work on their project with Western LifeLock’s brand to maintain native to allowing consumers to Union, will touch on best practices relevancy during the transition from actually sample IKEA kitchens, IKEA and ways to use research and mea- start-up to the accelerated growth and MEC developed “Fix this surement to make smarter business phase of business. Kitchen” as the centerpiece of a decisions. Most recently, Western multiplatform communications initia- Union announced a new global part- Erick Dickens nership with the UEFA Europa Vice President of Product Marketing tive to change brand perception. In LifeLock, Inc. this session, IKEA and MEC enter- League, a three-year agreement to tainment will share how they utilized be the presenting sponsor. Laston Lunch (12:30 p.m.) owned and earned media through- and Mark will also discuss how out the running of “Fix this Kitchen” Western Union plans to measure to drive a significant lift in IKEA’s their newest partnership. brand attributes and ultimately Laston Charriez increase sales. Senior Vice President of Marketing, North America Western Union Alia Kemet US Media Manager Dr. Mark Friederich IKEA Executive Vice President, Market Research Navigate Research Chet Fenster Managing Partner MEC Entertainment Adjournment (3:00 p.m.) www.ana.net 4 Attendees 2012 ANA Integrated Partnerships @ Phoenix Suns Sandra Acosta Don Clippinger Dave Haroldsen Evangelina Levin Associate Manager, Senior Manager, Business Global Creative Director, Consumer Marketing Manager Integrated Marketing Development-Partnership Management The Creators Project Intel Corporation PetSmart, Inc. Motorola Mobility, Inc. Intel Corporation Shira Lompa Gloria Aksentowitz Mai Crone Scott Horowitz Blue Shield of California Marketing Comms Specialist-Ops Senior Promotions Planner Vice President, Intel Corporation Henkel Corporation Marketing Partnership Activation Robyn Loughlin Phoenix Suns Cricket Communications, Inc. Monne Andersen Doug Diamant Market Research Manager Manager, Strategy Russell Hortin Greg Markant LifeLock, Inc. and Products Analytics Strategic Analyst Manager, Committees & Conferences LifeLock, Inc. Intel Corporation ANA Brian Barney Bank of America Erick Dickens Camilla Innes Abby Marks Vice President of Product Marketing Senior Manager Consumer Director, Strategy & Operations Michele Bene LifeLock, Inc. and Market Insights OgilvyEntertainment B2B Marketing Manager The Dial Corporation LifeLock, Inc. Kelly Drow Claire Matney Senior Analyst Sarah Jacobson Traffic Coordinator Barbara Bouman Salt River Project Company Manager LifeLock, Inc. Director of Sales Intel Corporation House of Blues Sumitra Duncan Amanda Mellen Entertainment, Inc. Knowledge and Research Specialist Kyra Joiner Senior Product Marketing Manager ANA Partnership Activation Specialist LifeLock, Inc. Natalie Bowman Phoenix Suns Director of Social, Mobile Chet Fenster Julie Melton & Sponsorships Managing Partner Rich Karlis Manager, Media & Integrated Marketing Microsoft Corporation MEC Entertainment Director, Corporate Sponsorships Henkel Corporation CenturyLink Ann Brown Holly Fogle Mara Michaels Manager, Advertising Product Marketing Temp. Alia Kemet Director of Marketing, and Brand Management Denny’s Corp. U.S. Media Manager Innovation Personal Care Salt River Project IKEA North America Henkel Corporation Martha Ford Kerry Camisa Digital Marketing Manager Roger Larsen Alisa Mitchell Director, Digital Marketing Intel Corporation Brand Manager Manager, Promotions International Speedway PNM Resources, Inc. Old Navy Corporation Mark Friederich Executive Vice President, Karen Lechner Minea Moore Susan Charney-Moore Market Research BTO Marketing Strategic Sourcing Manager Account Manager Navigate Marketing IBM Corporation Intel Corporation Henkel Corporation Dina Gowar Steve LeVeau Tracy Owens Laston Charriez Global OA Lead CSMB Director of Marketing Vice President, Member Relations Senior Vice President of Dell Inc. Central Garden & Pet Company Western Region Marketing, North America ANA The Western Union Company www.ana.net 5 Attendees Cont. 2012 ANA Integrated Partnerships @ Phoenix Suns Brenda Parker Leigh Walczak Senior Marketing Manager Associate Manager, Conferences Charles Schwab & Company, Inc. ANA Phillip Perlman Toni Wallace Director, Regional Marketing Director, Strategic Marketing DeVry Inc. & Partnerships Sony Music Entertainment Isaac Pinon Digital ODG Merchandising Manager Robert Webb Dell Inc. Global Sourcing Manager Intel Corporation Tara Plomski US Bank Matt Wright Vice President of Strategy and
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