Brand Masters Conference

2014 ANA Brand Masters Conference

February 26–28 | The Westin Diplomat Resort & Spa | Hollywood, Fla.

Download the ANA mobile app — e.ana.net

We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. Join the conversation online using the hashtag #ANABrand. www.ana.net

Table of Contents

2014 ANA Brand Masters Conference presented by Mashable

Agenda...... pg 3

Speaker Bios �� pg 7

Attendee List ��pg 15

ANA Member Benefits �� pg 33

Sponsor Information ��pg 37

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Agenda

2014 ANA Brand Masters Conference presented by Mashable

WEDNESDAY, FEBRUARY 26 THURSDAY, FEBRUARY 27 WELCOME/OPENING REMARKS Seth Rogin Registration Opens (3:00 p.m.) Breakfast (7:30 a.m.) Chief Revenue Officer Sponsored by Cardlytics Mashable Preconference Session (4:00 p.m.) Roger Adams (Host) SPEAKING TO THE CONSUMER Senior Vice President, Chief Marketing Officer BRANDING IN A DIGITAL WORLD IN B-TO-B MARKETING USAA What does it take for brands to cut B-to-B Marketing used to be simple: Bob Liodice through the clutter? How do brands living up to its nickname of “Boring President and Chief Executive Officer truly engage with and win loyalty from to Boring,” it was formulaic and, full ANA consumers in the digital age? ANA’s of product facts and proof points. We Marketing2020 partner EffectiveBrands were forgetting that B-to-B buyers are TACO BELL: will share key learnings from the people first. Reaching through to the AD AGE MARKETER OF THE YEAR Marketing2020 study, and review a “consumer” in your target business framework for assessing, building, and audience may be the best way to influ- Taco Bell, named 2013 Ad Age embedding winning brand characteris- ence behavior. Cardlytics, the pioneer Marketer of the Year, has proved to be a tics. Come prepared to be challenged in card-linked marketing, will share its change agent with its approach to new and leave with practical guidelines that recent experiences deploying B-to-C product innovation, Millennial-targeted every brand can apply. strategies to educate its B-to-B audi- marketing, and social media. Taco ence on the benefits of card-linked Bell has also created unprecedented Marc de Swaan Arons marketing, and then open the discus- engagement across its digital and social Founder sion to learn from the B-to-B marketers channels, in ways that are authentic, EffectiveBrands in the audience during this eye-opening relevant, and real-time. Discover what Kimberly Orton breakfast session. Taco Bell learned along its journey, and how cross-functional teams are able to Partner and Managing Director Kasey Byrne EffectiveBrands Chief Marketing Officer be agile by using a smart and nimble Cardlytics approach to increase sales and, loyalty Opening Reception (6:30 p.m.) and drive ongoing conversations that matter. Sponsored by Digilant General Session (8:30 a.m.) Chris Brandt Dinner (7:30 p.m.) Chief Marketing Officer Taco Bell

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2014 ANA Brand Masters Conference presented by Mashable

CHOBANI: FROM CATEGORY DISRUPTER used social media to turn that buzz MIZUNO USA: STRAIGHT FROM TO MARKET LEADER into national awareness. When stores THE HEART MARKETING sold out of product within 48 hours What does it take to wake up a sleepy of launch, it wasn’t just a comeback. In this age of head-spinning change, we category? For the yogurt aisle, it was It was the sweetest comeback in the are tempted to look at individuals as just a vision and commitment to do things history of ever. “likes” or as “decimal points that add better. Six-year-old Chobani was started up to big data.” Mizuno, winner of the with a clear vision: to craft a delicious, Rich Seban Most Effective Brand in North America nutritious product which used only President and Chief Operating Officer in 2013 according to the Effie Index, natural ingredients and was accessible Hostess Brands, LLC takes a different approach, and relies to everyone. Now, Peter McGuinness, Matt Bowne on authenticity to spread pure love of chief marketing and brand officer for Creative Director sports and drive brand fans. Mizuno the No. 1-selling Greek yogurt brand, Bernstein-Rein USA will share the inside story of how is building a marketing infrastructure to Mizuno, as a challenger brand, blends maintain the brand’s leadership posi- HELLO PRODUCTS: A FRIENDLY best-in-class marketing principles and tion. Join him to hear how Chobani DAVID-VERSUS-GOLIATH STORY organizational values to thrive in a highly challenged the status quo, catalyzed a competitive market. food craze, and surpassed $1 billion in Hello is a brand of “seriously friendly” Ahmet Abaci its quick rise to success—and what’s oral care products, including tooth- Vice President, Brand Marketing next for the market leader. pastes, mouthwashes, and breath Mizuno USA sprays, that launched in April 2013. Peter McGuinness This tiny company (fewer than 10 Chief Marketing and Brand Officer Luncheon Keynote (12:45 p.m.) Chobani people!) has gotten its products on some of the largest retailer shelves in Sponsored by Mashable the U.S. in record time, and is leading Coffee Break (10:25 a.m.) a valiant charge against titans such as WHAT’S NEXT IN DIGITAL AND Sponsored by Smithsonian Channel P&G, Colgate, and J&J. Founder and TECHNOLOGY CEO Craig Dubitsky is obsessed with General Session Cont. (10:45 a.m.) design, and has a history of advising, Christina Warren, Mashable’s senior investing in, and creating transforma- technology analyst, is an expert in digital culture and has been featured THE HOSTESS STORY tional consumer brands such as Method and eos. The Hello story — which on many national programs including After liquidating in late 2012, Hostess includes meaningful disruption in media CNN, Bloomberg, NPR, and WSJ Radio. was left for dead. Five months later, and merchandising - is inspirational and At Mashable, Ms. Warren writes about new ownership wanted to resurrect the will leave you with the confidence to technology, mobile computing, develop- iconic maker of Twinkies. But this nos- take on the world. ment, and design with a focus on the talgic brand, popular only among older intersection between new media and Craig Dubitsky moms, needed to reach a younger audi- technology. During her keynote, Warren Founder and CEO ence to survive. So it made a play in will discuss 2014 trends, what’s next in Hello Products LLC major markets to generate buzz, and digital and technology, and what that means for brands. Christina Warren Senior Technology Analyst Mashable

General Session Cont. (2:00 p.m.)

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2014 ANA Brand Masters Conference presented by Mashable

CITI BIKE: THE CURRENCY OF HOW TO COME BACK SWINGING FRIDAY, FEBRUARY 28 BRAND GENEROSITY “THE HONDA WAY” Breakfast (7:30 a.m.) Since its May launch, Citi Bike has Honda has been one of the most Sponsored by Edelman far exceeded all expectations. Riders trusted automotive brands for the last have pedaled over seven million miles, 50 years, but found itself clobbered burning 280 million calories along with a one-two punch in 2011. First, a General Session (8:30 a.m.) the way. Citi Bike’s estimated mileage devastating earthquake and tsunami in equates to more than 880 trips around north eastern Japan affected the global HILLSHIRE BRANDS: the world, or going to the moon and supply chain and shut down production. THE $4 BILLION STARTUP back 15 times. With its launch, Citi Then a scuffle with a noted consumer In June 2012, Sara Lee Corp. spun off Bike, operated by NYC Bike Share, has publication over one of its core models its international coffee business and helped residents and visitors unlock the gained national attention. Honda seized then changed its name to The Hillshire city. It also aligned the Citi brand with the opportunity to rethink its commu- Brands Company to better reflect its a highly useful and beneficial service. nications strategies to spark positive new set of focused food offerings. Being Find out from Citi what made the Citi word-of-mouth. This included a restruc- a new company with brands that had Bike launch so successful and how turing of its internal marketing func- decades of history is a unique proposi- giving back to consumers in a mean- tion and revamping its external agency tion. President of Hillshire’s retail busi- ingful way translates to stronger brand relationships. Focusing on the next 50 ness, Andy Callahan will share how the engagement and results. years, its new model places emphasis company leverages the assets of brands on innovative marketing strategies. Hear Elyssa Gray such as Jimmy Dean, Ball Park, and Honda’s “turn-on-a-dime” success Director, Head of Creative and Media, NA Marketing Hillshire Farm while also focusing on story and learn how it reflects the auto- Citigroup, Inc. innovation and building a new corporate maker’s determination to create some- culture. thing new — and then immediately set SAMSUNG:THE NEXT BIG THING about making it better. Andy Callahan IS ALREADY HERE” President, Retail Mike Accavitti Hillshire Brands Company Samsung had a great product, but no Senior Vice President, Automobile Operations one saw their brand as an industry- American Honda Motor Company leading innovator. However, Samsung managed to turn things around and General Session Adjournment (4:00 p.m.) establish its Samsung Galaxy product line as the alpha Android brand. Todd Pendleton, chief marketing officer Reception (6:00 p.m.) at Samsung Telecommunications Sponsored by The Halo Group America, will share how his team trans- formed Samsung Mobile through the Effie Award-winning case study “The Next Big Thing is Already Here.” Mr. Pendleton will also reveal a “behind the scenes” look at the road to Samsung Mobile’s success. Todd Pendleton Chief Marketing Officer Samsung Telecommunications America

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2014 ANA Brand Masters Conference presented by Mashable

DUNKIN’ BRANDS: General Session Cont. (10:20 a.m.) AN INSIDE LOOK AT MILLENNIALS DRIVING BRAND INNOVATION Millennials are the largest living gen- With more than 17,000 points of distri- AUTONATION: REBRANDING A LARGE eration and the most coveted con- bution in nearly 60 countries worldwide, ORGANIZATION FILLED WITH sumer group since the Baby Boom. Dunkin’ Brands Group, Inc. is one of “ARMCHAIR CMOS” They are early adopters of technology and heavy users of online, social, and the world’s leading franchisors of quick- Very few marketers have the opportu- mobile media. Therefore, it is critical for service restaurants, serving hot and nity to start with a clean slate in brand- marketers to learn how to connect with cold coffee and baked goods, as well building. More often, we seek to drive this important group. This session will as hard-serve ice cream. Discover how awareness, consideration, and trial for feature a line-up of recent recipients of Dunkin’ Brands leverages consumer an existing brand, making relatively the ANA Rising Marketing Star Award. insights to foster product innovation gradual changes to positioning as we These individuals are young marketing and develop a 360-degree approach drive business objectives. But what if professionals who were nominated by through a unique combination of brand a larger shift is in order? This presents senior executives at their companies as promise, advertising, menu, in-store great opportunity, but also major risks role models for the industry’s younger environment, mobile, and social media to marketers. AutoNation, Inc. will share workforce. This panel will offer real- strategies. its experiences—both positive and neg- world advice and examples of effec- ative—in rebranding a large organiza- Chris Fuqua tive ways to engage with the elusive Vice President, Brand Marketing tion chock-full of armchair CMOs. Millennial audience as a consumer and Dunkin’ Donuts Greg Revelle an employee. Senior Vice President and Chief Marketing Officer Coffee Break (10:00 a.m.) AutoNation, Inc. Courtney Buckley Associate Marketing Manager Sponsored by AudienceXpress Allstate Insurance Company Coley Holnback Marketing Manager, Global Sponsorship Marketing Visa Inc. Sloan White Brand Manager, Retail Partnerships Capital One Moderated by: Roger Adams Senior Vice President, Chief Marketing Officer USAA ANA Brand Management Committee Chair

Conference Adjournment (12:00 p.m.)

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2014 ANA Brand Masters Conference presented by Mashable

Ahmet Abaci, vice president of brand marketing at Mizuno USA, has more than 20 years of experience as a global marketing and strategy executive in consumer packaged goods, over-the-counter, retail, and sporting goods industries. Prior to joining Mizuno in 2012, Mr. Abaci led the development and execution of engaging consumer brand experiences and delivered strong financial results at Kimberly-Clark Corporation, Bausch & Lomb, and SSL International (now part of Reckitt Benckiser) in local and global roles. Today at Mizuno, he leads brand strategy and execution for running, golf and team sports divisions.

Ahmet Abaci Vice President, Brand Marketing Mizuno USA

Roger Adams has more than 30 years of marketing experience, spanning consumer packaged goods, dura- bles, and retail industries. Prior to USAA, where he has been chief marketing officer (CMO) since 2010, he served as CMO at Lord & Taylor and The Home Depot, with responsibility for advertising, media, customer relationship management (CRM), sponsorships, e-commerce, and credit marketing. Previously, Mr. Adams was executive director of advertising, marketing, media, and CRM for General Motors. He began his marketing career at PepsiCo. Mr. Adams received a B.S. in communication studies from Northwestern University and an M.B.A. from New York University. A member of the board of the ANA, he also serves as the chairman of its brand management committee. Roger Adams Senior Vice President, Chief Marketing Officer USAA

As senior vice president of automobile operations for American Honda Motor Co., Michael Accavitti oversees product planning, logistics, and marketing for both the Honda and Acura automobile brands. His responsi- bilities for product planning and logistics include sales and production planning, distribution, quality assur- ance, company vehicle administration and market research. Mr. Accavitti also oversees Honda and Acura brand management, national advertising, media operations, shows and experiential marketing, motor sports marketing, and marketing communications, including analytics, ECRM and database operations, digital marketing, and social media. Prior to joining American Honda, he was an executive automotive advisor for Cisco Systems. He served a 25-year tenure with the Chrysler Corporation working in various areas including engineering, production management, finance, international business development, product and brand plan- Michael J. Accavitti ning, and marketing, culminating in his appointment as president and chief executive officer of the Dodge Senior Vice President, brand and Leading Marketing Executive for the Chrysler Group. Mr. Accavitti holds a bachelor of science Automobile Operations degree with a concentration in industrial engineering and management from Western Michigan University, American Honda an M.B.A. from Wayne State University, and a juris doctor from the Detroit College of Law at Michigan State Motor Co., Inc. University.

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2014 ANA Brand Masters Conference presented by Mashable

Matt Bowne is a nationally recognized creative director at Bernstein-Rein in Kansas City. He’s responsible for many major campaigns, including the acclaimed 2013 resurrection of Hostess Brands. To reach a younger generation of snack lovers, Mr. Bowne penned “The Sweetest Comeback in the History of Ever” theme and led the development of an integrated campaign that achieved record sales for the company. He has helped clients such as McDonald’s, MetLife, Sonic Drive-In, Blue Bunny Ice Cream, Missouri Lottery, PA Tourism and UMB Financial tell their stories. His work has been recognized by the Radio Mercury Awards, the Webbys, the ADDYs, the World Lottery Association, Communication Arts and Tori Spelling’s Twitter account (she liked his Blue Bunny spot).

Matt Bowne Creative Director Bernstein-Rein

As the chief marketing officer at Taco Bell, Chris Brandt leads brand marketing, media and brand sponsorships, consumer insights, brand experience, and digital marketing. He has overseen marketing strategy for ongoing and new platforms, led the launch of Doritos Locos Tacos, developed the Cantina Bell menu and an innovative, multi-year marketing calendar featuring breakthrough innovation platforms to drive sales growth. Mr. Brandt joined the Taco Bell team in 2010 as senior director for marketing and was promoted to vice president in 2012. He assumed responsibility for brand experience and helped bring “Live Más” to life. Prior to Taco Bell, he served as vice president of marketing for Odwalla and as a member of Odwalla’s executive team. Before joining Odwalla, Mr. Brandt spent eight years working on a variety of brand management assignments at General Mills including Betty Crocker, Foodservice, Big G Cereals, Nature Valley Granola Chris Brandt Bars, and Yoplait. He graduated with honors from University of California, San Diego with a B.A. in econom- Chief Marketing Officer ics and received his M.B.A. with honors from the Anderson School at UCLA. Taco Bell Corp.

As associate marketing manager at Allstate Insurance Company, Courtney Buckley leads the development and execution of public relations and social media programs for Allstate’s integrated marketing communications department. This includes support of Allstate’s general market and multicultural sponsorships and college sports, including Allstate® Sugar Bowl®, Allstate’s “Good Hands®” Field Goal Net program across 80 partner universities, NCAA®, SEC, Big Ten, and soccer including MLS, USSF, and Mexican National Soccer Team, to build Allstate’s brand consideration and preference. Additionally, she leads public relations support for the company’s motorcycle advocacy marketing initiatives. Under her leadership, Allstate’s public relations campaigns have been recognized with numerous awards including six Chicago Skyline Awards and an Award of Excellence from PRSA’s Silver Anvil Awards. Ms. Buckley was recognized as a Rising Marketing Courtney Buckley Star by the ANA in 2012 for her leadership and work on Allstate’s motorcycle marketing and public rela- Associate Marketing tions campaigns “Once Is Never Enough” (O.N.E.) advocacy work for motorcycle safety, which has won five Manager awards since its inception. She holds a bachelor of liberal arts degree from Southern Illinois University. Allstate Insurance Company

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2014 ANA Brand Masters Conference presented by Mashable

Kasey Byrne is chief marketing officer at Cardlytics, she joined the company in 2011. Ms. Byrne has over 15 years’ experience in strategy, organizational development, marketing, communications and project management. Most recently, she served as managing director of BrandCulture where she lead a number of brand consulting projects focused on high technology, early-stage growth businesses. Prior to BrandCulture, she was the chief communications officer of Overture Services, Inc. (since acquired by Yahoo!), the Internet search pay-for-performance pioneer where she oversaw all of the company’s communications, investor relations, and public relations. Earlier Ms. Byrne was a management consultant at McKinsey & Company specializing in catalyzing technology, financial services, and organizational performance. She began her career as a software engineer working with both Hewlett-Packard and Digital Equipment Corporation. She holds a Kasey Byrne M.S. in management from the Sloan School of Management at MIT and a B.S. in engineering from Cornell Chief Marketing Officer University. Cardlytics

Andy Callahan is president of retail at The Hillshire Brands Company. He is responsible for the company’s consumer-facing meats and frozen desserts businesses in North America. Prior to his current position, Mr. Callahan served as senior vice president, chief customer officer for Sara Lee Corporation’s North American operations as well as president of Sara Lee’s $1.8 billion North American Foodservice segment and vice president of marketing for Sara Lee’s breakfast and snacking business unit. He joined Sara Lee in 2008 from Kraft Foods, Inc. where he spent 13 years in various positions of increasing responsibility in marketing, sales, and general management. His roles at Kraft included vice president, customer development on Kraft’s SUPERVALU business, general manager of The Churny Company and leading Kraft’s process cheese portfolio. Prior to Kraft, Mr. Callahan spent seven years in the Navy as a naval flight officer. He holds Andy Callahan a bachelor of science degree in mechanical engineering from the United States Naval Academy and a mas- President of Retail ter’s degree in business administration from the Florida Institute of Technology. The Hillshire Brands Company

Marc de Swaan Arons is a founder and chairman of EffectiveBrands and an acknowledged thought leader in the burgeoning area of global marketing leadership. As chairman of EffectiveBrands, Mr. de Swaan Arons cofounded EffectiveBrands in 2001, following a successful career with Unilever working in the Netherlands and New York. At EffectiveBrands, he spearheads the Leading Global Brands™ study, an ongoing learning project with contributions from more than 250 global brands and 2,500 global brand leaders. He is a fre- quent keynote speaker at business schools, companies, and industry conferences. He has been quoted in The Financial Times, Fortune, Forbes, The New York Times, The Wall Street Journal, The Chicago Tribune, The Atlantic, Advertising Age, Campaign Asia, Marketing Week, and Brandweek. Mr. de Swaan Arons is coauthor of the best-selling marketing book The Global Brand CEO: How to Build the Ultimate Marketing Marc de Swaan Arons Machine. He serves as a volunteer on the advisory board of GoodWeave, which works towards ending child Founder and Chairman slavery in the carpet industry. Educated in the U.K. and the Netherlands, he holds a business economics EffectiveBrands degree from the Erasmus University.

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2014 ANA Brand Masters Conference presented by Mashable

Craig Dubitsky is founder and chief executive officer of Hello Products. Hello has taken the oral care category by storm and gone from concept to commercialization in only six months and from launch to over 20,000 top retail doors in as much time. Prior to Hello, Mr. Dubitsky cofounded the Kind Group, where he conceived the eos brand. He was retained by Boots, the U.K.’s largest health and beauty retailer, to advise the strategic U.S. rollout of its No. 7, Botanics, and Mediterranean cosmetic and skin care brands, leading to a Boots aisle and over 700 SKUs in Target stores nationwide. Mr. Dubitsky’s history with transformational brands dates back to his role advising Simon Property Group on ventures. He identified and led the initial investment in Method Products and served on the Method board of directors. His involvement with revolu- tionary consumer packaged goods includes strategizing with Seventh Generation on innovation and design Craig Du1bitsky and serving as chief marketing officer of Popcorn, Indiana. He is chairman of the advisory board of Lexicon Founder and Chief and has served as a board member of the Art Directors Club. Executive Officer Hello Products LLC _

Chris Fuqua joined Dunkin’ Brands in 2009 and currently serves as the vice president of brand marketing for Dunkin’ Donuts. Mr. Fuqua is responsible for leading menu strategy, positioning the brand for growth opportunities across categories and dayparts, and managing the innovation-to-market process. Previously at Dunkin’, he led the strategy team, where he focused on identifying and prioritizing long-term growth opportunities for all global segments of Dunkin’ Brands. He also led the business analysis and advertising fund finance teams, incorporating analytical rigor into day-to-day decision making across all parts of the company and managing the advertising fund profit and loss. Mr. Fuqua came to Dunkin’ from McKinsey and Company’s Boston office, where he led client engagements in the retail and consumer packaged goods sectors, specializing in strategy, in-store execution, and organizational design. Earlier in his career, he Chris Fuqua served as a naval flight officer in the United States Navy. Mr. Fuqua holds an M.B.A. from the Tuck School Vice President, Brand of Business at Dartmouth and a B.S. in political science from the United States Naval Academy. Marketing Dunkin’ Brands Inc.

As Citi’s director of creative and media for the NA consumer marketing division, Elyssa Gray manages Citi’s advertising campaigns and media investment strategy for all of the U.S. consumer banking businesses— credit cards, retail bank, small business, commercial and mortgage, with a strong focus on driving brand metrics and organic growth. She has also been responsible for championing the brand’s digital transforma- tion and leadership, creating industry best-in-class digital programs. Work that she and her team have led over the past two years has been lauded throughout the industry and has received numerous accolades, including several ADDY’s, Midas, New York Festivals, Mashies, Radio Mercury and FCS Portfolio awards, most notably for the launch and activation of Citi Bike in 2013. Prior to joining Citi, Ms. Gray was the head of global media and creative for Visa Inc. Her advertising foundation was built at BBDO NY, working in Elyssa Gray both media and account services departments on brands including DuPont, Gillette, Texaco, Visa USA, Director, Head of Creative Armstrong, and Thomasville. Ms. Gray is a University of Vermont graduate. and Media, NA Marketing Citi

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2014 ANA Brand Masters Conference presented by Mashable

Coley Holnback is marketing manager, global sponsorship marketing at Visa Inc. She is responsible for the development of Visa’s global visual identity system for the 2014 FIFA World Cup Brazil™ and manages the execution for Visa’s entire on-site branding presence across 12 stadiums throughout Brazil. Ms. Holnback has become proficient in Portuguese to be even more effective in Brazil. Previous to the FIFA World Cup™, Ms. Coley supported Visa’s sponsorship of the 2013 FIFA Confederations Cup™ and the 2012 London Olympics. She began her career at Visa four-and-a-half years ago in the inaugural year of Visa’s new graduate rotational program. In 2013, Ms. Holnback was recognized by Ad Age magazine as one of the ’40 under 40’ as well as by ANA as a Rising Marketing Star. She is a graduate of the University of Denver.

Coley Holnback Marketing Manager, Global Sponsorship Marketing Visa Inc.

As chief marketing and brand officer at Chobani, Peter McGuinness oversees all global marketing and communication efforts for America’s top-selling Greek yogurt brand, including advertising, brand strategy, innovation, pricing, experiential, retail and digital marketing, and public relations. Prior to Chobani, he served as president and chief executive officer of DDB Chicago and Gotham. He brings more than 20 years of global marketing experience to the company, with a successful track record of shaping and growing some of the world’s most iconic brands including MasterCard, Johnson & Johnson, Unilever, McDonald’s, Microsoft, and Sony. He is an active industry leader, serving on influential boards including the Advertising Council, 4A’s, and the Advertising Educational Foundation. He is a member of the AAF Advertising Hall of Achievement and a David Rockefeller Fellow for the Partnership of New York City. Peter McGuinness Chief Marketing and Brand Officer Chobani

Kimberly Orton is a partner and the managing director in EffectiveBrands’ New York office. Her client work includes Sony, Campbell, Merck, Mylan, Hershey, Shiseido, Kao and Novartis. She has particular expertise in the design, development and implementation of strategic consumer-based programs for global markets. Ms. Orton recently led Lippincott’s consumer packaged goods/packaging design practice area as a senior partner. Her clients included Diageo, Kraft, Pfizer, Pursuit of Happiness, Leapfrog, Wal-Mart and Intuit. Prior to joining Lippincott, Ms. Orton was the vice president and managing director at Lipson Alport Glass & Associates. Earlier, she maintained several leadership roles at The Coca-Cola Company over the span of 14 years. Ms. Orton holds a B.S. from Colorado State University.

Kimberly Orton Partner and Managing Director EffectiveBrands

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2014 ANA Brand Masters Conference presented by Mashable

Todd Pendleton is chief marketing officer for Samsung Mobile USA. He sets the marketing strategy for iconic products and Samsung Mobile’s channel presence. Since joining Samsung in 2011, he has reshaped the company’s brand image in the U.S. with the launch of “The Next Big Thing Is Here” marketing campaign. Under his leadership, Samsung Mobile USA has been one of the fastest-growing social brands in the world, growing more than 26 million fans in 16 months. Mr. Pendleton spent 15 years at Nike, Inc. prior to joining Samsung. During his tenure, he advanced from advertising manager to become Nike’s first bas- ketball brand manager. He led the team that signed LeBron James and Kobe Bryant and developed some of the company’s most-iconic marketing campaigns including Freestyle - Time magazine’s 2001 Ad of the Year; the Grammy nominated “I’m Better Than I’ve Ever Been” 25 Years of Air Force One celebration; “Write Todd Pendleton the Future” Global World Cup campaign; Livestrong: “Chalkbot” Tour de France initiative; and Nike China’s Chief Marketing Officer “Just Do It” Olympic campaign. Mr. Pendleton holds a bachelor’s degree from Northeastern University, Samsung located in Boston, Massachusetts. Telecommunications America

Greg Revelle, senior vice president and chief marketing officer, is responsible for marketing and eCom- merce at AutoNation, the largest automotive retailer in the U.S., with over 21,000 employees and $17 billion of annual revenue. In this role, Mr. Revelle oversaw a major overhaul of the company’s marketing organization and platform, including rebranding the company’s footprint under a single national name, building organizations with expertise in digital marketing and eCommerce and launching all-new desktop and mobile Web platforms. He also oversaw the development a consolidated set of company-wide brand attri- butes to build the new brand and achieve consistency across all customer communications. Previously, Mr. Revelle was vice president at Expedia, where he led global online advertising spanning 27 countries. He also held various leadership roles in strategy and mergers and acquisitions, serving as a board member of Greg Revelle CruiseShipCenters, Inc. Mr. Revelle graduated with an A.B. from Princeton University and an M.B.A. from Senior Vice President and Harvard Business School. Chief Marketing Officer AutoNation, Inc.

Seth Rogin is the chief revenue officer at Mashable, where he is developing a diverse revenue portfolio. Responsible for advertising sales, branded content and monetization of new products, he joined Mashable in June 2013. Previously, Mr. Rogin worked for The New York Times for 13 years in various positions, most recently leading the sales operations for all mobile and tablet devices. He was also responsible for the sales and business operations of The New York Times Magazine and T, the company’s style magazine, including the creation and highly successful launch of the first Web site forT . Mr. Rogin has served for three years on the executive committee of the American Heart Association’s Go Red for Women New York annual event and will be honored as their first ever male “Luminary” in 2014. He also served for four years on the Education Foundational for the Fashion Industries, benefiting the Fashion Institute of Technology. Seth Rogin Chief Revenue Officer Mashable

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2014 ANA Brand Masters Conference presented by Mashable

Currently serving as president and chief operating officer of Hostess Brands, Rich Seban has more than 30 years’ experience in sales, marketing, and product innovation. He recently played a key role in leading the comeback of the Hostess brand. Mr. Seban joined Interstate Brands Corporation (IBC), owner of numerous brands including Hostess and Wonder bread, as chief marketing officer in 2005. He later served as chief customer officer and chief operating officer of the company, which changed its named to Hostess Brands, Inc. in 2009. He was named president of the new Hostess Brands, LLC, which was formed following the acquisition of the Hostess brand by investors Metropoulos & Co. and Apollo Global Management in 2013. Prior to joining IBC, he served as president and chief operating officer of High Liner Foods, Inc. and vice president of consumer products at Rich Seapak Corporation. Before that he held several positions at Sara Richard C. Seban Lee Bakery, including vice president of customer marketing. Earlier in his career, he held positions at the President and Chief Campbell Soup Company and Henri’s Food Products. Mr. Seban is a graduate of Northern Illinois University. Operating Officer Hostess Brands, LLC

Christina Warren is a senior technology analyst at Mashable, where she writes about technology, mobile computing, development, and design, with a focus on the intersection between new media and technology. She is also a speaker, podcaster and video host. Ms. Warren has been featured on CNN, NPR, Bloomberg, WSJRadio, the BBC, Fox News, and Marketplace Radio. As a speaker, she has presented at Yale University, the Handheld Librarian Conference, SXSW Interactive, NAB Show and other events and conferences across the country. Before joining Mashable in 2009, Ms. Warren was the deputy editor at Download Squad and The Unofficial Apple Weblog. She has also written for USA Today and for AOL’s StyleList Blog. Ms. Warren was also an associate editor at AMC Entertainment’s Script-to-Screen blog and can be heard on an assort- ment of podcasts at 5by5.tv. Christina Warren Senior Technology Analyst Mashable

Sloan White is brand manager of retail partnerships at Capital One. Ms. White manages marketing for one of Capital One’s luxury retail credit card partnerships. She handles all credit marketing for Saks Fifth Avenue’s SaksFirst loyalty program. She collaborates with Saks Fifth Avenue on the development of comprehen- sive brand marketing strategies for their luxury retail partnership segment, including acquisitions and customer management/loyalty activities. For over six years, Ms. White’s leadership has helped make Capital One a top brand in college sports. She previously led all integrated marketing efforts for the annual Capital One Mascot Challenge and Capital One Bowl. In 2012, Ms. White was recognized by the ANA as a Rising Marketing Star. In addition, she was named one of the ‘40 Under 40’ by Ad Age magazine. She is a 2007 graduate of the University of Richmond. Sloan White Brand Manager, Retail Partnerships Capital One

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14 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

SORTED BY NAME Aranda-Mori, Ayrie Barber, Justin Blue, Sarah National Sales Manager Director / Partner Global Business Development Manager Abaci, Ahmet Alcance Media Group Strike Anywhere Burns Entertainment Vice President, Brand Marketing Mizuno USA Arata, Todd Barlow, Rachelle Boasberg, Jules Vice President, Brand Marketing Brand and Advertising Program Manager Executive Vice President, Growth Officer Abraham, Tammy Comcast Cable Wells Fargo & Co. Bernstein-Rein Advertising, Inc. Director, Brand Solutions National Geographic Arce Salazar, Alejandra Barr, Jodi Boothe, Chris Latin America Region Manager Director, Marketing and Partnerships Chief Executive Officer Accavitti, Mike Alcance Media Group National Geographic Society Spark Communications Senior Vice President, Automobile Operations Arevalo, Denise Bartyzel, Sean Borges, Stephanie American Honda Motor Company Senior Category Manager - Marketing Senior Vice President Director, Corporate Alliances Procurement Koeppel Direct Six Flags, Inc. Adams, Roger Office Depot Senior Vice President, Bauer, Jonathan Bottone, Mary Ellen Chief Marketing Officer Aslam, Janelle Chief Strategy Officer Vice President, Advertising Sales USAA Product Manager Droga5 Smithsonian Channel Hisamitsu Aldredge, Keith Beagen, Tim Bowne, Matt Vice President Marketing Avent, Lisa Director, Business Development Creative Director Flowers Foods Vice President, Strategic Marketing, Networked Insights (NI) Bernstein-Rein Family and Teens Ali, Carolina Disney Consumer Products, Inc. Bell, David Brandt, Chris Account Supervisor Chairman Chief Marketing Officer LMO Advertising Axe, Lauren Pegasus Capital Advisors, L.P. Taco Bell Director Brand Marketing Aminoff, Susan Checkers Drive-In Restaurants, Bennett, Scott Brooker, Brian Managing Director, Audio Identity Inc. Tongal Chief Creative Officer EliasArts Bernstein-Rein Advertising, Inc. Bacon, Leslie Bennett, Teah Anauate, Fabiana Group Publisher Vice President of Business Development Brown, Jason Senior Director, Marketing Chief Marketer Network Implementix Vice President, Head of National Sales Communication The DIRECTV Group, Inc. Burger King Corporation Bailey, Carissa Berg, Ed Coordinator, Conferences Director, Member Relations Brownstein, Evan Anderson, Katie ANA ANA Senior Director of Marketing Senior National Marketing Manager Checkers Drive-In Restaurants, Orange Leaf Frozen Yogurt Balanag, Lia Bick, Thomas Inc. Director, Global Brand Communications, Senior Director, IMC and Advertising Anderson, Matthew Holiday Inn Brand Family Kraft Foods Group, Inc. Bubel, Jennifer Chief Marketing Officer InterContinental Hotels Group Key Accounts Manager Publicis Kaplan Thaler Billings, Brittany Rocket Fuel Ball, Frank Senior Director, Business Development Anderson, Scott Senior Account Executive Gilt Groupe, Inc. Senior Vice President, Advancement Nielsen The Seed Company Bischof, Jay Banahan, Brendan Vice President, East Coast Sales Angeloro, Eric Editor Mashable Specialist Digital Marketing The Internationalist Mercedes-Benz USA, LLC Bjorklund, Kristin Brand Manager Ameriprise Financial, Inc. www.ana.net 15 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Buckley, Courtney Canty, Kevin Cohan, Devin Cutler, Jeanette Associate Marketing Manager Vice President, East Coast Sales Vice President, Sales Director, Marketing Communications Allstate Insurance Company Kargo Global Inc. Active International Kraft Foods Group, Inc. Burch, Mike Caploe, Robbie Cohen, Bill D’Addario, Jeannine Vice President, National Sales and Editorial Director Vice President, Global Business Vice President and Chief Marketing Officer Marketing Cynopsis Media Burns Entertainment Lucile Packard Children’s Hospital Speedway Motorsports, Inc. Stanford Cardona, Alexis Cooke, Brandon Burnett, Casey Chief Marketing Officer Chief Marketing Officer D`Ablemont, Chris Partner Transitions Optical, Inc. mcgarrybowen Vice President, New Business Roth Observatory NUVOtv Carli, Jennifer Cordes, Brian Burtin, Darnell Director, Cda. Advertising, General Manager, Business Development Dahlke, Amy Vice President, Global Membership Corporate Marketing The DIRECTV Group, Inc. Marketing Research Manager Mobile Marketing Association Bank of Montreal Kimberly-Clark Corporation Cosgrove, Heather Butterman, Howard Carmody, Bob Advertising Manager Daija, Sheryl Vice President, Sales Director, Communications Liberty Mutual Chief Strategy Officer Active International Siemens Medical Insurance Company Mobile Marketing Association Solutions USA, Inc. Byrne, Kasey Coston, Shenique Dan, Avi Chief Marketing Officer Carpenter, Lov Marketing Manager Founder and Chief Executive Officer Cardlytics, Inc. Business Manager Samsung Mobile/ STA Avidan Strategies Forbes.com The Escape Pod Calderone Polcsa, Alana Cowan, Tishan Davidson, Brian Vice President, Branded Entertainment Carter, Joan Senior Vice President, Branded Senior Vice President, Member Relations and New Business Director of Corporate Relations Entertainment and New Business ANA Telepictures Productions Memorial Sloan-Kettering Telepictures Productions Cancer Center Davis, Mindy Calhoun, Kathy Creaven, Kimberly Senior Vice President, Client Services Manager, Marketing Communications Chapman, Will Global Marketing, Media and House Party, Inc. Wilsonart International Chief Revenue Officer Partnerships BrightLine Delta Air Lines, Inc. De Swaan Arons, Marc Callahan, Andy Founder President, Retail Charlton, Janice Criswell, Danielle EffectiveBrands Hillshire Brands Company Director, Consumer Insights Field Marketing Manager Disney Consumer Products, Inc. Southeastern Metals Dearing, Carla Camilleri, John Managing Director, Senior Vice President Chin-Fatt, Carol Cross, Christy Chief Executive Officer Harmelin Media Brand Marketing Associate Director, Business IMC Capital One Services, Inc. Development Campbell, Will 22squared DeCicco, Jude Chief Executive Officer Cloud, Lori Vice President, Sales Quantasy Executive Director Cruz, Michael Active International G7 Entertainment Mktg Director of Marketing Columbus Foods, LLC DeMartino, Alison Cohan, Cathy Director, Marketing Communications Global Chief Growth Officer Cunningham, Tom Wilsonart International Young & Rubicam, Inc. Chief Marketing Officer The Halo Group Denman, Tim Director, Sales Active International

16 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Densmore, Michael Elu, Daniel Favot, Erin Franklin, Drew Chief Marketing Officer Media Director - Planning Marketing Manager Vice President - Home Storage Marketing McKinney Harmelin Media Libman Company S.C. Johnson & Son, Inc. DiStefano, Alicia Enright, Laurie Feldman, Brent Freund, Lee Head of Travel and Southeast Sales Senior Associate Manager, Integrated Executive Vice President Vice President, Enterprise Sales XAd Marketing/PR Hill Holliday TubeMogul Inc. Mary Kay Inc. Donaldson, Todd Fero, Britt Frieder, Jayme Vice President Eppner, Bethany Chief Strategy Officer Director, Advertiser Solutions Group IMC Vice President, Integrated Sales and Publicis Collective Marketing Donofrio, Jim CBS Brand Studio Ferri, Amandalyn Fuqua, Chris Director, Enterprise Sales Community Outreach Vice President, Brand Marketing NBC Sports Group Epstein, Aaron Tumblr Dunkin` Donuts Executive Vice President, Product Doyle, Sheelagh Management Ficarra, Kimberly Gagliardo, Adam Director, Public Relations and Voltari Vice President Consulting Director, Digital Marketing Communications GfK and Social Media ANA Essex, Andrew Burger King Corporation Vice Chairman Fiorito, Valeria Drewes, Matt Droga5 Associate Director of Marketing Gale, Fred Vice President, National Accounts Columbus Foods, LLC Director of Sales, Midwest Cardlytics, Inc. Evans, Rona Digilant Manager Business Development Fischer, Lisa Dubitsky, Craig RAPP Executive Vice President, Advertising Gallagher, Kerry Founder and Chief Executive Officer Sales Social Media Program Manager Hello Products LLC Evans, Tara UP Entertainment Liberty Mutual Insurance Senior Brand Manager Company Dudley, Jason Novo Nordisk Pharmaceuticals, Fitzmaurice, Kerry Client Manager Inc. Chief Marketing Officer Gallagher, PJ USAA Kirshenbaum Bond Superintendent ANG Advertising Fakler, Ken Senecal + Partners Air National Guard Duggan, Bill Managing Director Group Executive Vice President PricewaterhouseCoopers Fogelberg, Mark Garbarino, Barry ANA Vice President, Strategic Partnerships Senior Director of Marketing Faldetta, Christine Collective ANA Ehlers, Dave Associate Director, Brand Strategy Chief Executive Officer Kraft Foods Group, Inc. Ford, Molly Gardner, Laura Optimedia US Senior Vice President, Advertiser Marketing/Advertising Manager Fanelli, Duke Solutions Group Publix Super Markets, Inc. Ehrich, Denise Executive Vice President, Collective Senior Vice President, Chief Marketing Marketing and Communications Geller, Craig Officer ANA Fountas, Anthony Senior Vice President, Ad Sales Seacoast National Bank Sales Planner NUVOtv Farkas, Kevin Gfk Ellett, John Executive Vice President, Sales and Forbes.com / Forbes CMO Network Business Development Fowler, DeeDee Active International Brand and Advertising Manager Ellis, Bob Wells Fargo & Co. Business Alliances Business Faust, Sarah Development Manager, Advertising, Media and Brand United States Postal Service SeaWorld Parks www.ana.net 17 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Gerber, Shelley Griffith, Kathleen Hirschhorn, Eric Imperato, Anthony Marketing Director Director of New Business Chief Marketing Officer, North America Vice President, Publisher, Kaplan University mcgarrybowen Burger King Corporation Better Homes and Gardens Meredith Corporation Gerstner, Tony Guarnieri, Carla Ho, Celeste Senior Marketing Manager Global Media Advisor Coordinator, Sponsorship and Indarte, Rebecca Logan’s Roadhouse, Inc. ExxonMobil Corporation Partner Programs Global Brand Director, ANA Holiday Inn Brand Family Giordano, Peter Guhanick, Lisa InterContinental Hotels Group Revenue Director Senior Director Hockenjos, Joe Simulmedia, Inc. ANA Vice President, Advertising Sales Infeld, Allan The DIRECTV Group, Inc. Vice President, Client Development Glod, Pattie Guiliano, Philip NBCUniversal President Partner Hofer, Karley MediaMarketing Enterprises BrandActive Director of Brand Development Ingenito, Renee Orange Leaf Frozen Yogurt Senior Director, Ad Sales Goldberg, Steve Halivopoulos, Lori Comcast AdDelivery Vice President, Associate Planning Senior Vice President, Marketing Hoida, Paul Director GfK Marketing Research Manager Irgang, Carole Active International Kimberly-Clark Corporation Consultant Harper, Sherry Godiva Chocolatier, Inc. Gonzalez, Elysa Director of Marketing Holnback, Coley Senior Vice President, Marketing Flowers Foods Bakeries Group Marketing Manager, Global Sponsorship Jacobs, Kyla Active International Marketing Director of New Business Development Harris, Chris Visa Inc. TBWA/Chiat/Day Advertising, Inc. Goodman, Liane Account Executive Director, Advertising Sales AudienceXpress Holzman, Tami James, Sherianne Smithsonian Channel Global Director, New Business Director, North American Marketing Hart, Carole Development Transitions Optical, Inc. Gorder, Jeffrey Senior Vice President Accenture Interactive Director of Business Development Time Warner Cable Jansky, Cindy mono Hoxby, Chelsie Director, Marketing Harvey, Jack European Business Director Centene Corporation Gordon, Marni Executive Vice President, Partnerships AnimaticMedia Vice President, GNIP Jasmin, Kevin Conferences and Committees Hrinya, Joyce Senior Manager of Marketing ANA Harwood-Matthews, Robert Chief Executive Officer and Brand Strategy President, New York A&R Strategy Partners, LLC TD AMERITRADE Holding Corp. Gray, Elyssa TBWA/Chiat/Day Advertising, Inc. Director, Head of Creative and Media, Humbard, Charles Jefferis, Rebekah North America Marketing Hermann, Franz President and Chief Executive Officer Director of Business Development Citi Publisher C2 Magazines UP TV 72andSunny nimble shows & media GmbH Gregory, Jim Hupp, Kerri Jenkins, David Founder and Chief Executive Officer Hess, Scott Manager, U.S. Product Marketing President CoreBrand Senior Vice President, Human Intelligence Mary Kay Inc. Taxi, Inc. Spark Communications Hurff, Kerry Jenkins, Magan Hill, Nancy Associate Vice President Marketing Specialist President and Chief Executive Officer Safelite Southeastern Metals 4A`s

18 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Jespersen, Sebastian Kent, Remi Kupiec, R David Liles, Melinda Chief Executive Officer Brand and Strategy Leader Executive Vice President of Sales Director of Marketing and Corporate Vertic 3M and Marketing Communications National CineMedia Intermarine, LLC Jimenez, Marcus Keyes, Diahanna Chief Executive Officer and EPublisher Sales Director LaFrance, Melissa Linder, Ryan StickyDocs Active International Director of Marketing Chief Growth Officer Digilant MDC Partners Inc Jimenez, Michelle Khabbaz, Waleed Senior Brand Manager Account Executive Laing, Soni Liodice, Bob Novo Nordisk Pharmaceuticals, AudienceXpress Ryder System, Inc. President and Chief Executive Officer Inc. ANA Kielarowski, Ray Lambright, Michael Johnson, Eva Executive Vice President, Director of Marketing Livingston, Cindy Marketing Manager Sales and Marketing Sauder Woodworking Co. Senior Brand Strategy Manager Varick Media Management Bush Brothers & Company Plantronics, Inc. Lamensdorf, Steven Jones, Karen Kieren, Annie Account Director Lloyd, Carla Senior Vice President and Chief Sales Director Vertic Professor Marketing Officer Voltari Syracuse University Ryder System, Inc. LaPointe, Pat Kilkenny, Ryan Executive Vice President, Americas Loria, Katy Jones, Robert Marketing Manager MarketShare Senior Vice President, National Sales Senior Manager, Research and Insights Simulmedia, Inc. Screenvision Rocket Fuel Laux, Melissa Kilmartin, Matt Vice President, Sales Marketing Low, Whitney Kabb, Julie CRO NBC Sports Group Head of Strategic Accounts Director, Strategic Partnerships Krux Integral Ad Science General Growth Properties, Inc. Leach, Deborah Klein, Ed Communications Project Leader Lozano, Jose Kadden, Jessica Vice President, Sales Vanguard Group, Inc. Chief Executive Officer Strategic Partnerships Director Active International The Company of Others Exponential Lee, John Kotler, Alex Senior Director, Marketing and Lubeck, Dave Kehmna, Ali Associate, New Business Communications Executive Vice President/Executive Associate Program Manager, Lippincott Centene Corporation Director of Client Services Event Strategy Bernstein-Rein Liberty Mutual Group Kramer, Shepard Lee, Lily Vice President, Member Relations Executive Director, Branded Ludwig, Liz Kelemen, Attila ANA Entertainment and New Business Vice President, Marketing Executive Director Telepictures Productions Sungevity Inc. KPMG LLP Kriak, Mike Chief Operating Officer and Chief Leenhouts, Mariette Lux, Brent Kelly, Emily Financial Officer Senior Consultant Executive Vice President Strategic Partnerships Rep, National Mashable EffectiveBrands Spark Communications General Growth Properties, Inc. Krishnasamy, Suresh Leshinsky, Barbara Kelly, Sophie Vice President and Head, Executive Vice President, Development President Enterprise and Group Strategy The Advertising Council The Barbarian Group Bank of Montreal Leslie, Reid Krull, Kelly Director, Strategic Marketing AutoZone, Inc. Disney Consumer Products, Inc.

www.ana.net 19 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Ly, Annie McClelland, Jeff Mejia, Jose Mordekai, Jodi Director, Client Services Executive Vice President and Account Executive Brand Manager Interbrand Chief Marketing Officer AnimaticMedia Post Holdings, Inc. Integrated Media Solutions (IMS) Lynch, Rob Merrill, Mike Morgan, Michelle Brand President and Chief Marketing McCollough, Todd Director, Client Services Marketing Strategist Officer Director, Marketing and Communications Marketing Evolution 3M Arby’s Restaurant Group Centene Corporation Meskunas, Stefanie Mottl, Kathleen Malley, Claudia McCord, Jane Consumer Marketing Manager Manager, Marketing and Communications Executive Vice President and Worldwide Senior Director of Communications Mrs. T’s Pierogies Centene Corporation Publisher EmblemHealth National Geographic Meyers, Mike Moynihan, Steve McDonnell, Suzanne Director, Corporate Partnerships Vice President, Sales Malone, Deb Senior Vice President, Digital Sales Miami Marlins, L.P. OneSpot Founder Strategy and Client Solutions The Internationalist Discovery Communications, Inc. Midha, Ashish Mulhern, Helen Principal Associate Director Manna, Christine McDonough, Kristen Deloitte Consulting KPMG LLP Chief Operating Officer Vice President, Conferences ANA ANA Migliorino, Michael Mullahy, Nancy Brand Calendar Manager Chief Executive Officer Markowitz, Jeff McFadden, Suzanne Checkers Drive-In Integrated Media Solutions Chief Executive Officer Vice President Marketing and Strategy Restaurants, Inc. JMP + Creative Compound Comcast Cable Mulliken, Ron Miles, Christopher Vice President, National Sales Marrero, Patty McGuinness, Peter Senior Director, Marketing Marchex Senior Vice President, Client Partnership Chief Marketing and Brand Officer Communications Development Chobani Kraft Foods Group, Inc. Murphy, Melissa NBCUniversal/Telemundo Marketing Director McLaughlin, Meg Miller, Michael RAPP Marshall, Philip Vice President of Industry Managing Director, CMO Manager, Design Digilant Epsilon Napolitano, Carrie Centene Corporation Senior Marketing Manager McLean, Brant Miller, Michelle Kiss Products, Inc. Martinet, Stacy Brand Strategist Director, Marketing Communications Chief Marketing Officer Tumblr Kraft Foods Group, Inc. Natkins, Priscilla Mashable Executive Vice President, Director of McMorris, Carla Milleson, Julie Client Services Martino, Christine Vice President Marketing Director, Brand Marketing The Advertising Council Vice President National Ad Sales Cardlytics, Inc. National Geographic Society Screenvision Neal, Paul McNabb, Jennifer Montgomery, Michael Senior Vice President, Global Business Masvidal, David Marketing Communications Manager Vice President, New Business Development Director Senior Brand Manager OneSpot Development Gyro Checkers Drive-In Mercury Media Restaurants, Inc. McNaughton, Cameron Neri, Tom Managing Director Mooney, Johanna Executive Vice President Mullen Advertising, Inc. Director, Strategic Marketing Gfk Disney Consumer Products, Inc. Meek, Carly Nescio, Elena Marketing Manager Logan’s Roadhouse, Inc. The Dali Museum

20 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Neuhaus, Jonathan Panfil, Claudia Porch, Todd Richter, Shirley Account Executive Vice President, Advertising, Vice President and GM Senior Director, Client Services Simulmedia, Inc. Brand and Media Comcast AdDelivery Corbis Entertainment Norwegian Cruise Line Nightingale, Jessica Potashnick, Adam Rigoni, Madeline Marketing Manager Panza, Paul Senior Vice President, Media Director Account Executive Orange Leaf Frozen Yogurt Director of Marketing MediaCom Simulmedia, Inc. Dole Packaged Foods Nuñez, Susan Precourt, Geoffrey ROACH, AMY Vice President Advertiser Sales Paredes, Victor U.S. Editor Vice President, CONNECTIONS Gfk Senior Vice President of Strategic Warc.com Clear Channel Media + Business Development Entertainment Nyemchek, Brian LatinWorks Marketing, Inc. Primola, Nick Senior Vice President, NBC Sports Group Senior Vice President, Robson, Patrick Sales Pawlak, Bernadette School of Marketing Head of Industry NBCUniversal Director, Loyalty and CRM ANA Digilant AutoZone, Inc. Oates, Matt Putnam, Natalie Rodda, Duke Senior Brand Strategist Pendleton, Todd Vice President Integrated Marketing Marketing Strategist St. Jude Children`s Research Chief Marketing Officer Strategy 3M Hospital, Inc. ALSAC Samsung Telecommunications Ryder System, Inc. America Rodgers, Christian Odell, Patty Quintana, Al Consumer Marketing Director Senior Editor Pereira, Fabian Senior Manager, Media Sungevity Inc. Chief Marketer Network Vice President AutoNation, Inc. Johnsonville Sausage LLC Rodgers, Shane Ohan, Khartoon Rahim, Hasan Program Manager ANG Advertising Managing Director, Chief Growth Officer Perry, Kendria Vice President, Head of Sales Air National Guard MediaCom Mgmt. Supervisor AudienceXpress LMO Advertising Rofe, Meital Oliphant, Betsy Rani, Yin Senior Membership Manager, Member Director of Advertising Perry, Ron Vice President, Integrated Marketing Relations Visit Philadelphia Chief - ANG Recruiting Marketing Campbell Soup Company ANA Air National Guard Orton, Kimberly Reardon, John Rogin, Seth Partner and Managing Director Pfeffer, Matt Director Chief Revenue Officer EffectiveBrands Director, Brand Partnerships and PricewaterhouseCoopers Mashable Advertising Ots, Sabrina Rovio Entertainment Reidmiller, Eric Ronback, Kirsti Account Executive Sales Manager Lead Brand Communication Strategist Netmining Phan, Lan BrightLine Medtronic, Inc. Vice President, Member Services Owens, Tracy ANA Revelle, Greg Rondinelli, Marisa Vice President, Member Relations Senior Vice President Strategist Western Region Pinkham, Eric and Chief Marketing Officer VSA Partners ANA Vice President, Partnership Development AutoNation, Inc. Just Marketing International Pallatto, Rocco Rich, Allegra The Halo Group Pipkin, Regena Director of Brand/Identity Director, U.S. Product Marketing Comcast Cable Palmer, Michael Mary Kay Inc. Executive Vice President ANA www.ana.net 21 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Rosa, Jim Schteinschraber, Mara Smalley, Graham Sutter, Claire Global Communications Advisor Vice President, Marketing Vice President, NBCU Ad Sales Marketing Marketing Strategist ExxonMobil Corporation Corinthian Colleges NBC Sports Group 3M Roskowski, Scott Schulman, Alan Snyder, Michelle Swaebe, David Senior Vice President, Marketing and Vice President, Global Digital Senior Marketing Director Senior Vice President, Business Business Development Marketing and Brand PepsiCo, Inc. Development and Agency Television Bureau of Advertising, SapientNitro Communications Inc. Snyder, Terri Mullen Advertising, Inc. Schulman, Stacey Lynn Executive Vice President Marketing, Chief Roth, Richard Senior Vice President, Marketing Officer Sweeney, Chuck Roth Observatory International Chief Research Officer Checkers Drive-In Director, Member Relations Television Bureau of Advertising, Restaurants, Inc. ANA Ryan, Matt Inc. Director of Sales Soboslai, Lisa Sweet, Kristina Comcast AdDelivery Schwartz, Jonathan Senior Director, Operations Vice President, Sponsorships and Media Vice President of Sales and Client Services Sales Rychlewski, Stacey Netmining Corbis Entertainment ANA Business Manager Kraft Foods Group, Inc. Seban, Rich Sollers, Stephanie Sweet, Naoma President and Chief Operating Officer Director of Sales, West Coast Tradeshow Coordinator Saltiel, Al Hostess Brands, LLC XAd koeppel direct Senior Vice President, Marketing AutoZone, Inc. Sedlock, Jake Stanley, Christopher Tallon, Grace Senior Vice President Director of Sales Chief Executive Officer Senior Vice President, Marketing Sandoval, Laura and Marketing, BAV Insights Alcance Media Group Kiss Products, Inc. Director, Strategic Marketing BAV Consulting Disney Consumer Products, Inc. Steinmetz, Allan Taylor, Adam Sergenian, Dana Chief Executive Officer Manager of Marketing, Advertising, and Savic, Sasha Senior Vice President/Sales Inward Strategic Consulting, Inc. New Media Chief Executive Officer Parade Media Group LLC Jackson Health System Miami MediaCom Stella Mejia, Blanca Sessions, Bunker Blogger Taylor, James Scheiner, Ann Senior Director, Business Development BlancaStella.com; MiCaminar.com Senior Vice President, Enterprise Vice President NBC Universal News Comcast AdDelivery Strategy and Innovation Group Stuart, Greg Darden Restaurants NBCUniversal Seward, Robin Global Chief Executive Officer Vice President, Brand Marketing Mobile Marketing Association Taylor, Jeff Schmieg, Jill Arby’s Restaurant Group, Inc. Brand Strategist Senior Director, Marketing Sullivan, Andrea Tumblr Communications Shoreland, James Chief Marketing Officer, North America Ryder System, Inc. Executive Vice President, Director Interbrand Terkelsen, Brian Corporate Development Chief Executive Officer Schoening, Jared Zenith Optimedia, N.A. Sullivan, Jason MediaVest USA Category Manager Managing Director Gerber Gear Silvestri, Steve Publicis Seattle Thome, Rick Vice President Manager, Brand Partnerships and Collective Sumal, Amar Advertising Senior Manager of Analytics Rovio Entertainment Rocket Fuel

22 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Tibbets Newman, Tiffany Tucker, Jeremy Walsh, Nancy White, Sloan Senior Manager, Integrated Marketing Vice President Strategic Marketing Vice President, U.S. Digital Marketing Brand Manager, Retail Partnerships DentalPlans.com Disney Consumer Products, Inc. MasterCard Worldwide Capital One Tomei, Nici Urso, Lana Walters, Shawn Wilke, Richard Vice President, Marketing Director of Sales Vice President, Senior Partner, Director, Communications BrightLine Marketing and Communications Global Business Development Gfk InfoComm International Lippincott Van Dyck, Sarah Ton, Lisa Vice President, Global Brand Marketing Warren, Christina Wise, Penny Associate Business Manager Rosetta Stone Senior Technology Analyst Director - Brand and Core Marketing Dole Packaged Foods Mashable 3M Vela, Olivia Toner, Mark Director, Hispanic Marketing Weissman, Saya Witt, Nora Managing Partner Dr Pepper Snapple Group Assistant Editor, Brands Global Brand Strategy Director Source Marketing Digiday Medtronic, Inc. Vetter, Melanie Torres, Al Vice President Weitz, Benjamin Witte, Michele Vice President of Sales and Business Norwegian Cruise Line Director, Strategic Marketing Manager, Brand Management Development Disney Consumer Products, Inc. Country Financial Telemetry Viener, Hilarie Executive Vice President Welsh, Chelsea Wollen, Chris Townsend, James The Value Engineers National Marketing Manager, Head of Business Development Managing Director, Ent. Gutter Helmet Droga5 72andSunny Vogt, Justin Southeastern Metals Chief Marketing Officer Woods, Matt Townsend, Todd Connelly Partners Wendlandt, Paul Producer / Partner Chief Marketing Officer Chief Client Development Officer Strike Anywhere Logan’s Roadhouse, Inc. Vukas-Agostini, Krysta Elateral, Inc. TubeMogul Inc. Yorke, Brendan Trencher, Hal Wessman, Abby Vice President, NBC Sports Group Sales Walczak, Leigh Associate Program Manager, NBCUniversal Tricarico, Jim Associate Manager, Conferences Event Strategy Chief Revenue Officer ANA Liberty Mutual Group Zehr-Breedlove, Marti Screenvision Cinema Network, Manager, MK Connections LLC Walker, Dustin Westra, Harmen Mary Kay Inc. Program Manager ANG Advertising Vice President, Sales Trombetta, Danielle Air National Guard Marchex Senior Specialist, Brand Promotion Canon U.S.A., Inc. Wallach, Karen White, Jeff Director, Marketing Services Senior Vice President, Director of Trujillo, Sebastian Norwegian Cruise Line Business Development Vice President, Business Development Deutsch, LA, Inc. Univision Television Network

www.ana.net 23 Attendees

2014 ANA Brand Masters Conference presented by Mashable

SORTED BY COMPNAY Active International Alcance Media Group Guhanick, Lisa Senior Director 22squared Butterman, Howard Aranda-Mori, Ayrie Vice President, Sales National Sales Manager Ho, Celeste Cross, Christy Coordinator, Sponsorship Associate Director, Business Cohan, Devin Arce Salazar, Alejandra and Partner Programs Vice President, Sales Latin America Region Manager Development Kramer, Shepard DeCicco, Jude Stanley, Christopher Vice President, Member Relations 3M Vice President, Sales Chief Executive Officer Kent, Remi Liodice, Bob Denman, Tim Allstate Insurance Company President and Chief Executive Officer Brand and Strategy Leader Director, Sales Morgan, Michelle Buckley, Courtney Manna, Christine Farkas, Kevin Associate Marketing Manager Chief Operating Officer Marketing Strategist Executive Vice President, Rodda, Duke Sales and Business Development American Honda Motor Company McDonough, Kristen Vice President, Conferences Marketing Strategist Goldberg, Steve Accavitti, Mike Vice President, Associate Planning Sutter, Claire Senior Vice President, Owens, Tracy Director Vice President, Member Relations Marketing Strategist Automobile Operations Western Region Wise, Penny Gonzalez, Elysa Senior Vice President, Marketing Ameriprise Financial, Inc. Director - Brand and Core Marketing Palmer, Michael Executive Vice President Keyes, Diahanna Bjorklund, Kristin 4A`s Sales Director Brand Manager Phan, Lan Vice President, Member Services Hill, Nancy Klein, Ed ANA President and Chief Executive Officer Vice President, Sales Primola, Nick Bailey, Carissa Senior Vice President, School of 72andSunny Advertising Council, The Coordinator, Conferences Marketing Jefferis, Rebekah Leshinsky, Barbara Berg, Ed Rofe, Meital Director of Business Development Executive Vice President, Director, Member Relations Senior Membership Manager, Townsend, James Development Davidson, Brian Member Relations Managing Director, Ent. Natkins, Priscilla Senior Vice President, Member Sweeney, Chuck Executive Vice President, Relations Director, Member Relations A&R Strategy Partners, LLC Director of Client Services Doyle, Sheelagh Sweet, Kristina Hrinya, Joyce Director, Public Relations and Air National Guard Vice President, Sponsorships and Chief Executive Officer Communications Media Sales Gallagher, PJ Duggan, Bill Accenture Interactive Superintendent ANG Advertising Walczak, Leigh Group Executive Vice President Associate Manager, Conferences Holzman, Tami Perry, Ron Fanelli, Duke Global Director, Chief - ANG Recruiting Marketing Executive Vice President, Marketing AnimaticMedia New Business Development Rodgers, Shane and Communications Hoxby, Chelsie Program Manager ANG Advertising Garbarino, Barry European Business Director Walker, Dustin Senior Director of Marketing Mejia, Jose Program Manager ANG Advertising Gordon, Marni Account Executive Vice President, Conferences and Committees

24 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Arby’s Restaurant Group, Inc. Barbarian Group, The Gagliardo, Adam CBS Brand Studio Director, Digital Marketing Lynch, Rob Kelly, Sophie and Social Media Eppner, Bethany Brand President, President Vice President, Integrated Sales Chief Marketing Officer Hirschhorn, Eric and Marketing BAV Consulting Chief Marketing Officer, North Seward, Robin America Centene Corporation Vice President, Brand Marketing Sedlock, Jake Senior Vice President Director of Burns Entertainment Jansky, Cindy AudienceXpress Sales and Marketing, BAV Insights Director, Marketing Blue, Sarah Harris, Chris Bernstein-Rein Advertising, Inc. Global Business Development Lee, John Account Executive Senior Director, Marketing Manager Boasberg, Jules and Communications Khabbaz, Waleed Executive Vice President, Cohen, Bill Account Executive Growth Officer Vice President, Global Business Marshall, Philip Manager, Design Rahim, Hasan Bowne, Matt Vice President, Head of Sales Bush Brothers & Company Creative Director McCollough, Todd Kielarowski, Ray Director, Marketing and Communications AutoNation, Inc. Brooker, Brian Executive Vice President, Chief Creative Officer Quintana, Al Sales and Marketing Mottl, Kathleen Senior Manager, Media Lubeck, Dave Manager, Marketing and Executive Vice President Campbell Soup Company Communications Revelle, Greg Executive Director of Client Services Rani, Yin Senior Vice President and Chief Checkers Drive-In Marketing Officer Vice President, Integrated Marketing BlancaStella.com; MiCaminar.com Restaurants, Inc. AutoZone, Inc. Stella Mejia, Blanca Canon U.S.A., Inc. Axe, Lauren Blogger Director Brand Marketing Krull, Kelly Trombetta, Danielle Senior Specialist, Brand Promotion Brownstein, Evan Pawlak, Bernadette BrandActive Senior Director of Marketing Director, Loyalty and CRM Guiliano, Philip Capital One Services, Inc. Masvidal, David Saltiel, Al Partner Chin-Fatt, Carol Senior Brand Manager Senior Vice President, Marketing Brand Marketing BrightLine Migliorino, Michael Avidan Strategies Forbes.com White, Sloan Brand Calendar Manager Chapman, Will Brand Manager, Retail Partnerships Dan, Avi Chief Revenue Officer Snyder, Terri Founder and Chief Executive Officer Reidmiller, Eric Cardlytics, Inc. Executive Vice President Marketing, Sales Manager Chief Marketing Officer Bank of Montreal Byrne, Kasey Urso, Lana Chief Marketing Officer Carli, Jennifer Director of Sales Director, Cda. Advertising, Corp Drewes, Matt Vice President, National Accounts Marketing Burger King Corporation McMorris, Carla Krishnasamy, Suresh Anauate, Fabiana Vice President and Head, Vice President Marketing Senior Director, Enterprise and Group Strategy Marketing Communication

www.ana.net 25 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Chief Marketer Network Comcast AdDelivery Country Financial LaFrance, Melissa Director of Marketing Bacon, Leslie Ingenito, Renee Witte, Michele Group Publisher Senior Director, Ad Sales Manager, Brand Management McLaughlin, Meg Vice President of Industry Odell, Patty Porch, Todd Cynopsis Media Senior Editor Vice President and GM Robson, Patrick Caploe, Robbie Head of Industry Chobani Ryan, Matt Editorial Director Director of Sales DIRECTV Group, Inc., The McGuinness, Peter Dali Museum, The Chief Marketing and Brand Officer Sessions, Bunker Brown, Jason Senior Director, Meek, Carly Vice President, Business Development Citi Marketing Manager Head of National Sales

Gray, Elyssa Comcast Cable Darden Restaurants Cordes, Brian Director, Head of Creative and General Manager, Media, North America Marketing Arata, Todd Taylor, James Business Development Vice President, Brand Marketing Senior Vice President, Enterprise Clear Channel Media + Strategy and Innovation Hockenjos, Joe McFadden, Suzanne Vice President, Advertising Sales Entertainment Vice President Marketing and Strategy Deloitte Consulting ROACH, AMY Discovery Communications, Inc. Vice President, CONNECTIONS Midha, Ashish Rich, Allegra McDonnell, Suzanne Director of Brand/Identity Principal Senior Vice President, Digital Sales Collective Strategy and Client Solutions Company of Others, The Delta Air Lines, Inc. Fogelberg, Mark Vice President, Lozano, Jose Creaven, Kimberly Disney Consumer Products, Inc. Strategic Partnerships Chief Executive Officer Global Marketing, Media and Partnerships Avent, Lisa Ford, Molly Vice President, Strategic Marketing, Connelly Partners Senior Vice President, DentalPlans.com Family and Teens Advertiser Solutions Group Vogt, Justin Charlton, Janice Chief Marketing Officer Tibbets Newman, Tiffany Director, Consumer Insights Frieder, Jayme Senior Manager, Director, Advertiser Solutions Group Corbis Entertainment Integrated Marketing Leslie, Reid Silvestri, Steve Director, Strategic Marketing Richter, Shirley Vice President Deutsch, LA, Inc. Senior Director, Client Services Mooney, Johanna White, Jeff Director, Strategic Marketing Columbus Foods, LLC Soboslai, Lisa Senior Vice President, Senior Director, Operations Sandoval, Laura Cruz, Michael Director of Business Development and Client Services Director, Strategic Marketing Director of Marketing Digiday Tucker, Jeremy Fiorito, Valeria CoreBrand Vice President Strategic Marketing Associate Director of Marketing Weissman, Saya Gregory, Jim Assistant Editor, Brands Founder and Chief Executive Officer Weitz, Benjamin Director, Strategic Marketing Digilant Corinthian Colleges Gale, Fred Schteinschraber, Mara Director of Sales, Midwest Vice President, Marketing

26 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Dole Packaged Foods Epsilon GfK Elu, Daniel Media Director - Planning Panza, Paul Miller, Michael Ficarra, Kimberly Director of Marketing Managing Director, Vice President Consulting Hello Products LLC Chief Marketing Officer Ton, Lisa Fountas, Anthony Dubitsky, Craig Associate Business Manager Sales Planner Escape Pod, The Founder and Chief Executive Officer Dr Pepper Snapple Group Carpenter, Lov Halivopoulos, Lori Senior Vice President, Marketing Hill Holliday Business Manager Vela, Olivia Feldman, Brent Director, Hispanic Marketing Neri, Tom Exponential Executive Vice President Executive Vice President

Droga5 Kadden, Jessica Nuñez, Susan Hillshire Brands Company Strategic Partnerships Director Vice President Advertiser Sales Bauer, Jonathan Callahan, Andy Chief Strategy Officer ExxonMobil Corporation Tomei, Nici President, Retail Essex, Andrew Vice President, Guarnieri, Carla Marketing Communications Vice Chairman Hisamitsu Global Media Advisor Aslam, Janelle Wollen, Chris Rosa, Jim Gilt Groupe, Inc. Head of Business Development Product Manager Global Communications Advisor Billings, Brittany Dunkin` Donuts Senior Director, Hostess Brands, LLC Flowers Foods Bakeries Group Business Development Seban, Rich Fuqua, Chris Aldredge, Keith Vice President, Brand Marketing President and Vice President Marketing GNIP Chief Operating Officer EffectiveBrands Harper, Sherry Harvey, Jack Executive Vice President, Director of Marketing House Party, Inc. De Swaan Arons, Marc Partnerships Davis, Mindy Founder Forbes.com / Forbes CMO Network Godiva Chocolatier, Inc. Senior Vice President, Leenhouts, Mariette Ellett, John Client Services Senior Consultant Irgang, Carole Consultant Orton, Kimberly G7 Entertainment Mktg IMC Partner and Managing Director Cloud, Lori Gyro Dearing, Carla Executive Director Managing Director, Elateral, Inc. Neal, Paul Chief Executive Officer General Growth Properties, Inc. Senior Vice President, Global Wendlandt, Paul Business Development Director Donaldson, Todd Chief Client Development Officer Kabb, Julie Vice President Director, Strategic Partnerships Halo Group, The EliasArts Kelly, Emily Cunningham, Tom Aminoff, Susan Strategic Partnerships Rep, National Chief Marketing Officer Managing Director, Audio Identity Gerber Gear Pallatto, Rocco EmblemHealth Schoening, Jared Harmelin Media McCord, Jane Category Manager Senior Director of Communications Camilleri, John Senior Vice President

www.ana.net 27 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Implementix Intermarine, LLC Kimberly-Clark Corporation Rychlewski, Stacey Business Manager Bennett, Teah Liles, Melinda Dahlke, Amy Vice President of Business Director of Marketing and Marketing Research Manager Krux Development Corporate Communications Hoida, Paul Kilmartin, Matt Marketing Research Manager InfoComm International Internationalist, The CRO

Walters, Shawn Banahan, Brendan Kirshenbaum Bond Senecal + LatinWorks Marketing, Inc. Vice President, Marketing and Editor Partners Communications Paredes, Victor Malone, Deb Fitzmaurice, Kerry Senior Vice President of Strategic Founder Integral Ad Science Chief Marketing Officer Business Development

Low, Whitney Inward Strategic Consulting, Inc. Kiss Products, Inc. Liberty Mutual Group Head of Strategic Accounts Steinmetz, Allan Napolitano, Carrie Kehmna, Ali Chief Executive Officer Integrated Media Solutions Senior Marketing Manager Associate Program Manager, Event Strategy McClelland, Jeff Jackson Health System Miami Tallon, Grace Executive Vice President/Chief Senior Vice President, Marketing Wessman, Abby Marketing Officer Taylor, Adam Associate Program Manager, Event Manager of Marketing, Advertising, Koeppel Direct Strategy Mullahy, Nancy and New Media Bartyzel, Sean Chief Executive Officer Liberty Mutual Insurance JMP + Creative Compound Senior Vice President Company Interbrand Markowitz, Jeff Sweet, Naoma Cosgrove, Heather Ly, Annie Chief Executive Officer Tradeshow Coordinator Advertising Manager Director, Client Services Johnsonville Sausage LLC KPMG LLP Gallagher, Kerry Sullivan, Andrea Social Media Program Manager Chief Marketing Officer, North Pereira, Fabian Kelemen, Attila America Vice President Executive Director Libman Company Mulhern, Helen InterContinental Hotels Group Just Marketing International Associate Director Favot, Erin Marketing Manager Balanag, Lia Pinkham, Eric Director, Global Brand Vice President, Kraft Foods Group, Inc. Lippincott Communications, Holiday Inn Partnership Development Bick, Thomas Brand Family Senior Director, IMC and Advertising Kotler, Alex Kaplan University Associate, New Business Indarte, Rebecca Cutler, Jeanette Global Brand Director, Gerber, Shelley Director, Marketing Communications Wilke, Richard Holiday Inn Brand Family Marketing Director Senior Partner, Director, Global Faldetta, Christine Business Development Kargo Global Inc. Associate Director, Brand Strategy LMO Advertising Canty, Kevin Miles, Christopher Vice President, East Coast Sales Senior Director, Marketing Ali, Carolina Communications Account Supervisor Miller, Michelle Perry, Kendria Director, Marketing Communications Mgmt. Supervisor

28 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Logan’s Roadhouse, Inc. Kriak, Mike MediaVest USA Stuart, Greg Chief Operating Officer Global Chief Executive Officer Gerstner, Tony Chief Financial Officer Terkelsen, Brian Senior Marketing Manager Chief Executive Officer mono Martinet, Stacy Nescio, Elena Chief Marketing Officer Medtronic, Inc. Gorder, Jeffrey Director of Business Development Townsend, Todd Rogin, Seth Ronback, Kirsti Chief Marketing Officer Chief Revenue Officer Lead Brand Communication Mrs. T’s Pierogies Strategist Lucile Packard Children’s Hospital Warren, Christina Meskunas, Stefanie Senior Technology Analyst Stanford Witt, Nora Consumer Marketing Manager Global Brand Strategy Director D’Addario, Jeannine MasterCard Worldwide Mullen Advertising, Inc. Vice President Memorial Sloan-Kettering Walsh, Nancy Chief Marketing Officer Cancer Center McNaughton, Cameron Vice President, U.S. Digital Managing Director Marchex Marketing Carter, Joan Director of Corporate Relations Swaebe, David Mulliken, Ron mcgarrybowen Senior Vice President, Business Vice President, National Sales Mercedes-Benz USA, LLC Development and Agency Cooke, Brandon Communications Westra, Harmen Chief Marketing Officer Angeloro, Eric Vice President, Sales Specialist Digital Marketing Griffith, Kathleen National CineMedia Director of New Business Marketing Evolution Mercury Media Kupiec, R David Executive Vice President Merrill, Mike McKinney Montgomery, Michael Director, Client Services of Sales and Marketing Vice President, New Business Densmore, Michael Development MarketShare Chief Marketing Officer National Geographic LaPointe, Pat Meredith Corporation Abraham, Tammy MDC Partners Inc Director, Brand Solutions Executive Vice President, Americas Imperato, Anthony Linder, Ryan Vice President, Publisher, Better Malley, Claudia Chief Growth Officer Mary Kay Inc. Homes and Gardens Executive Vice President and Worldwide Publisher Enright, Laurie MediaCom Senior Associate Manager, Integrated Miami Marlins, L.P. Ohan, Khartoon National Geographic Society Marketing/PR Meyers, Mike Managing Director, Chief Growth Director, Corporate Partnerships Barr, Jodi Hupp, Kerri Officer Manager, U.S. Product Marketing Director, Marketing and Partnerships Mizuno USA Potashnick, Adam Milleson, Julie Pipkin, Regena Senior Vice President, Media Director Director, U.S. Product Marketing Abaci, Ahmet Director, Brand Marketing Savic, Sasha Vice President, Brand Marketing Zehr-Breedlove, Marti Chief Executive Officer Manager, MK Connections Mobile Marketing Association MediaMarketing Enterprises Mashable Burtin, Darnell Glod, Pattie Vice President, Global Membership Bischof, Jay President Vice President, East Coast Sales Daija, Sheryl Chief Strategy Officer

www.ana.net 29 Attendees

2014 ANA Brand Masters Conference presented by Mashable

NBC Sports Group nimble shows & media GmbH Orange Leaf Frozen Yogurt Publicis Seattle Donofrio, Jim Hermann, Franz Anderson, Katie Sullivan, Jason Director, Enterprise Sales Publisher C2 Magazines Senior National Marketing Manager Managing Director

Laux, Melissa Norwegian Cruise Line Hofer, Karley Publix Super Markets, Inc. Vice President, Sales Marketing Director of Brand Development Panfil, Claudia Gardner, Laura Smalley, Graham Vice President, Advertising, Nightingale, Jessica Marketing/Advertising Manager Vice President, NBCU Ad Sales Marketing Manager Brand and Media Marketing Quantasy Vetter, Melanie Parade Media Group LLC NBCUniversal Vice President Campbell, Will Sergenian, Dana Chief Executive Officer Infeld, Allan Wallach, Karen Senior Vice President/Sales Vice President, Client Development Director, Marketing Services RAPP Pegasus Capital Advisors, L.P. Nyemchek, Brian Novo Nordisk Pharmaceuticals, Evans, Rona Senior Vice President, Bell, David Inc. Manager Business Development NBC Sports Group Sales Chairman Evans, Tara Murphy, Melissa Scheiner, Ann Senior Brand Manager PepsiCo, Inc. Marketing Director Vice President NBC Universal News Group Jimenez, Michelle Snyder, Michelle Rocket Fuel Senior Brand Manager Senior Marketing Director Yorke, Brendan Bubel, Jennifer Vice President, NBC Sports Group NUVOtv Plantronics, Inc. Key Accounts Manager Sales D`Ablemont, Chris Livingston, Cindy Jones, Robert NBCUniversal/Telemundo Vice President, New Business Senior Brand Strategy Manager Senior Manager, Research and Insights Marrero, Patty Geller, Craig Post Holdings, Inc. Senior Vice President, Senior Vice President, Ad Sales Sumal, Amar Client Partnership Development Mordekai, Jodi Senior Manager of Analytics Office Depot Brand Manager Netmining Rosetta Stone Arevalo, Denise PricewaterhouseCoopers Ots, Sabrina Senior Category Manager Van Dyck, Sarah Account Executive Marketing Procurement Fakler, Ken Vice President, Managing Director Global Brand Marketing Schwartz, Jonathan OneSpot Vice President of Sales Reardon, John Roth Observatory International McNabb, Jennifer Director Networked Insights (NI) Marketing Communications Manager Burnett, Casey Publicis Partner Beagen, Tim Moynihan, Steve Director, Business Development Vice President, Sales Fero, Britt Roth, Richard Chief Strategy Officer Nielsen Optimedia US Rovio Entertainment Publicis Kaplan Thaler Ball, Frank Ehlers, Dave Pfeffer, Matt Senior Account Executive Chief Executive Officer Anderson, Matthew Director, Brand Partnerships Chief Marketing Officer and Advertising

30 www.ana.net Attendees

2014 ANA Brand Masters Conference presented by Mashable

Thome, Rick Screenvision Smithsonian Channel Strike Anywhere Manager, Brand Partnerships and Advertising Loria, Katy Bottone, Mary Ellen Barber, Justin Senior Vice President, National Sales Vice President, Advertising Sales Director / Partner Ryder System, Inc. Martino, Christine Goodman, Liane Woods, Matt Jones, Karen Vice President National Ad Sales Director, Advertising Sales Producer / Partner Senior Vice President Chief Marketing Officer Screenvision Cinema Network, Source Marketing Sungevity Inc. LLC Laing, Soni Toner, Mark Ludwig, Liz Tricarico, Jim Managing Partner Vice President, Marketing Putnam, Natalie Chief Revenue Officer Vice President Southeastern Metals Rodgers, Christian Consumer Marketing Director Integrated Marketing Strategy Seacoast National Bank Criswell, Danielle Schmieg, Jill Ehrich, Denise Field Marketing Manager Syracuse University Senior Director Senior Vice President, Jenkins, Magan Lloyd, Carla Marketing Communications Chief Marketing Officer Marketing Specialist Professor S.C. Johnson & Son, Inc. SeaWorld Parks and Welsh, Chelsea Taco Bell Franklin, Drew Entertainment National Marketing Manager, Gutter Helmet Vice President Brandt, Chris Faust, Sarah Chief Marketing Officer Home Storage Marketing Manager, Advertising, Spark Communications Media and Brand Taxi, Inc. Safelite Boothe, Chris Hurff, Kerry Seed Company, The Chief Executive Officer Jenkins, David President Associate Vice President Anderson, Scott Hess, Scott Senior Vice President, Advancement Senior Vice President, TBWA/Chiat/Day Advertising, Inc. Samsung Mobile/ STA Human Intelligence Siemens Medical Solutions USA, Harwood-Matthews, Robert Coston, Shenique Lux, Brent Inc. President, New York Marketing Manager Executive Vice President Carmody, Bob Jacobs, Kyla Samsung Telecommunications Director, Communications Speedway Motorsports, Inc. Director of New Business America Development Burch, Mike Pendleton, Todd Simulmedia, Inc. Vice President, National Sales and TD AMERITRADE Holding Corp. Chief Marketing Officer Giordano, Peter Marketing Revenue Director Jasmin, Kevin SapientNitro St. Jude Children`s Research Senior Manager of Marketing Kilkenny, Ryan Hospital, Inc. ALSAC and Brand Strategy Schulman, Alan Marketing Manager Vice President, Global Digital Oates, Matt Marketing and Brand Con Neuhaus, Jonathan Senior Brand Strategist Account Executive Sauder Woodworking Co. Rigoni, Madeline StickyDocs Lambright, Michael Account Executive Jimenez, Marcus Director of Marketing Chief Executive Officer Six Flags, Inc. and EPublisher Borges, Stephanie Director, Corporate Alliances www.ana.net 31 Attendees

2014 ANA Brand Masters Conference presented by Mashable

Telemetry TubeMogul Inc. Value Engineers, The Warc.com Torres, Al Freund, Lee Viener, Hilarie Precourt, Geoffrey Vice President of Sales Vice President, Enterprise Sales Executive Vice President U.S. Editor and Business Development Vukas-Agostini, Krysta Vanguard Group, Inc. Wells Fargo & Co. Telepictures Productions Tumblr Leach, Deborah Barlow, Rachelle Calderone Polcsa, Alana Communications Project Leader Brand and Advertising Program Vice President, Branded Ferri, Amandalyn Manager Community Outreach Entertainment and New Business Varick Media Management Fowler, DeeDee Cowan, Tishan McLean, Brant Johnson, Eva Brand and Advertising Manager Brand Strategist Senior Vice President, Branded Marketing Manager Entertainment and New Business Taylor, Jeff Wilsonart International Vertic Lee, Lily Brand Strategist Calhoun, Kathy Executive Director, Branded Jespersen, Sebastian Manager, Marketing Communications Entertainment and New Business United States Postal Service Chief Executive Officer DeMartino, Alison Ellis, Bob Lamensdorf, Steven Director, Marketing Communications Television Bureau of Business Alliances Account Director Advertising, Inc. Business Development XAd Roskowski, Scott Visa Inc. Univision Television Network DiStefano, Alicia Senior Vice President, Marketing Holnback, Coley Head of Travel and Southeast Sales and Business Development Trujillo, Sebastian Marketing Manager, Global Vice President, Sollers, Stephanie Schulman, Stacey Lynn Sponsorship Marketing Business Development Director of Sales, West Coast Senior Vice President, Chief Research Officer Visit Philadelphia UP Entertainment Young & Rubicam, Inc. Oliphant, Betsy Time Warner Cable Fischer, Lisa Director of Advertising Cohan, Cathy Executive Vice President, Global Chief Growth Officer Hart, Carole Advertising Sales Senior Vice President Voltari Zenith Optimedia, N.A. UP TV Epstein, Aaron Tongal Executive Vice President, Shoreland, James Humbard, Charles Executive Vice President, Director Bennett, Scott Product Management President and Chief Executive Officer Corp. Development Kieren, Annie Transitions Optical, Inc. USAA Sales Director Cardona, Alexis Adams, Roger Chief Marketing Officer VSA Partners Senior Vice President, James, Sherianne Chief Marketing Officer Rondinelli, Marisa Director, North American Marketing Strategist Dudley, Jason Client Manager

32 www.ana.net 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 teams with the opportunity to network, share, engage, and maximize the overall value of your brands through our world-class resources.

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 525+ 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 in support of legislation, thought leadership, $250 billion industry management, and social responsibility affecting the on marketing and advertising each year. marketing community ANA members have access to an exclusive portfolio of products and services including:

Government Marketing School of Conferences and Relations Knowledge Center Marketing Committees

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

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.

33 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.

Our 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/advocacy 34 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

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

browse 8,000+ marketing insights at submit your question at www.ana.net/ask www.ana.net/mkc35

35 www.ana.net/mkc ANA School of Marketing

Traditional training methods are no longer good enough. The ANA School of Market- ing 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 Workshops Individual Workshops

How do you elevate the marketing function What are you doing to ensure your best within your company so your marketers can talent 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!

ANA Member Benefit: Did you know that as an ANA member your company receives a yearly $6,000 credit to the School of Marketing? The credit can be used to fund a half-day team workshop, $6,000 or offset the cost of a full- or multiple-day team workshop. Team Training Credit 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 36

The programmatic TV buying platform

AudienceXpress is the leading programmatic TV buying platform, automating the planning, audience buying, optimization, and daily reporting for TV campaigns across a national footprint.

National TV Audience Buys Achieve a scaled TV buy through automated aggregation of TV inventory. AudienceXpress inserts on more than 100 cable networks, with coverage in all 210 DMAs.

Automated Platform Using Visible World’s proven and patented TV targeting technology, coupled with next generation data and analytics, the AudienceXpress platform is fully automated end-to-end. Next Day Reporting Data-Driven Results Audience impressions by network, daypart, Partnerships with Nielsen and Smart TV and and Ad-ID are automatically updated, and online data providers allow advertisers to viewable the next day. bridge the gap between TV and online ads.

• Audience Segment • Demographics Filter By: • Daypart • Flight Dates AudienceXpress • Network • Ad-ID 212.356.8070 [email protected] The programmatic TV buying platform

Programmatic TV—What Everyone is Talking About

There’s a shift coming to traditional TV. The business of television is increasingly powered by programmatic buying and audience targeting, and AudienceXpress is on the forefront.

In the same way that online buying moved “from buying sites to buying audiences, TV buying is likely to move in the same way, as more granular data (i.e., matching offline purchasing habits to viewing habits) is incorporated into TV buying. Visible World... recently spun out a separate company called AudienceXpress to focus on the issue.” Coady Diemar Partners, Media Maven: Programmatic Buying Coming to TV, Nov. 2013

AudienceXpress has been working with cable “and satellite companies to pool their local advertising inventory into national “unwired” network buys based on the underlying value of their audiences, not necessarily the programs they are watching, per se. Joe Mandese, MediaPost, Jan. 7, 2014”

According to a recent IAB/Winterberry group study, 85% of advertisers currently use automated buying, while 72% of publishers do the same. Among advertisers, 91% expect to adopt programmatic buying strategies within the next two years. Agency holding company IPG Mediabrands has committed to automating 50% of its buying by 2016.

The programmatic buying and selling of advertising inventory is fast taking “hold of the media industry. . . Companies like AudienceXpress, a web- based platform that automates the TV buying process with the end goal of reaching a specifically targeted audience, are making headway. Kaylee Hultgren, CableFAX, Nov. 27,” 2013 The programmatic TV buying platform

Programmatic TV—What Everyone is Talking About Reach Every One

There’s a shift coming to traditional TV. The business of television is increasingly powered by programmatic buying and audience targeting, and AudienceXpress is on the Cardlytics is the world’s most powerful, personalized new media platform—combining forefront. massive scale, unmatched insight, and deep, actionable analytics. Thanks to our exclusive

access to the purchase behavior of 70% of all U.S. households, we know who buys where and In the same way that online buying moved when. Across all retail categories and consumer segments. We then use that knowledge to “from buying sites to buying audiences, TV buying is likely to move in the same way, as help retailers craft messaging that speaks to millions of buyers individually…based on where more granular data (i.e., matching offline purchasing habits to viewing habits) is they shop and what they buy. incorporated into TV buying. Visible World... recently spun out a separate company called AudienceXpress to focus on the issue.” Coady Diemar Partners, Media Maven: Programmatic The Cardlytics Advantage Buying Coming to TV, Nov. 2013

Scale • Nearly 400 financial institution partners, including Bank of America, PNC, Regions, and hundreds of local banks and credit unions AudienceXpress has been working with cable • Data from 11 billion transactions a year comprising $500 billion in consumer spend “and satellite companies to pool their local advertising inventory into national “unwired” Engagement network buys based on the underlying • 200 million monthly logins via banking partners value of their audiences, not necessarily • 15 million active mobile users the programs they are watching, per se. Retailer Participation Joe Mandese, MediaPost, Jan. 7, 2014” • Partnering with hundreds of national retailers in the U.S. and thousands of regional and local businesses • Drove $512 million in sales to retailers in Q2 2013 alone According to a recent IAB/Winterberry group study, 85% of advertisers currently use automated buying, while 72% of publishers do the same. Among advertisers, 91% expect Proven Track Record to adopt programmatic buying strategies within the next two years. Agency holding • Founded in 2008; headquartered in Atlanta, GA, offices in San Francisco, London company IPG Mediabrands has committed to automating 50% of its buying by 2016. and New York • 250 employees • Private equity funded—Canaan Partners, Polaris Ventures, Aimia

The programmatic buying and selling of advertising inventory is fast taking Today we deliver 100 million marketing offers to 30 million registered users every month—helping retailers make “hold of the media industry. . . Companies like AudienceXpress, a web- the direct connection to the buyers they want most. based platform that automates the TV buying process with the end goal of reaching a specifically targeted audience, are making headway. Kaylee Hultgren, CableFAX, Nov. 27,” 2013 How It Works

Cardlytics leverages historical purchasing behavior to deliver timely, relevant offers that generate immediate interest and drive repeat sales.

1. Based on past purchases, 1 customized offers are delivered via online or mobile banking application.

2 2. Consumers simply select the offers they want.

3. The activated offer is 3 automatically loaded on the consumer’s ATM/Debit card—no 4 4. Consumer makes a purchase coupons, codes, or loyalty cards using their card and receives needed. cash back via bank reward.

5. Retailer pays only when 5 purchase is completed by the consumer. © 2014 Digilant Inc. Go Above And beyond the Data In the battle for consumer attention it takes more than technology and data to deliver meaningful results. Digilant™ goes above and beyond, providing a team and approach that uncovers unique insights and delivers specific, relevant recommendations. Our process empowers you with knowledge about your best customers and prospects so you can turn your marketing programs into business success.

ContaCt Digilant to go above anD beyonD [email protected] 720.244.5920 www.digilant.com

InCreasIng BranD lIFt for CosmetiCs branD Challenge a cosmetics brand wanted to increase awareness for their line of mascara products among latino consumers. 56% results Digilant Multicultural drove a 56% increase in brand BranD lIFt lift — more than eight times the previous benchmark. the campaign also helped the cosmetics brand confirm that users interested in health, arts & entertainment and Fashion were more likely to favor their brand than users interested in other behavioral categories.

InCreasIng PurChase Intent for new Coffee proDuCt Challenge a well-known coffee brand wanted to increase purchase intent for its coffee pods among keurig machine owners, 11% while achieving a 0.10% click-through rate. InCrease In results Digilant demonstrated a 11% increase in purchase intent PurChase among keurig owners and delivered a 19% click-through rate for the advertiser. this exceeded the coffee brand’s Intent expectations given that they already had significant awareness.

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DTV_Slug_Templates_032211.indd ADS1402_ANA_BrandMasters_Ad_M3R.indd MacHD:Users:[email protected]:Desktop:GO YANKEES:WORK:2014:Feb2014:020614:ADS1402_ANA - Brand Masters 8.5x11:ADS1402_ANA_BrandMasters_Ad_M3R.indd RELEASE User: Samuels, Sherine A. Printed at: 2-6-2014 5:26 PM From: NYC-E47984M Last saved:2-6-2014 5:23 PM Page #:1 Print %: None Live 8.5" x 11" Proofreader None LAYERS: Crop Cubed, Text/Art/Logos, Background, Trim 8.5" x 11" Sr. Creative Mgmt None Slug Cubed | FONTS: DINOT (Regular; OpenType), Jenna Sue (Regular; True Type), Gotham (Extra Light, Book, Bold, Bleed 8.75" x 11.25" Creative Dir/Art None Medium; OpenType) | INKS: Cyan, Magenta, Assoc. Creative Dir/Art Amanda Assadi Yellow, Black | IMAGES: 14CORP_ANA_BrandMasters_ bkgd_M1R.tif (CMYK; 300 ppi; 100%), DTV_AdSales_ Folded Size None Sr. Art Director Mark Robinson Logo_4C.eps (34.3%), 14CORP_ADS_icons_CTAC_M1.ai Gutter None Creative Dir/Copy None (77.14%), 14CORP_ADS_icons_DTVSA_M1.ai (58%), 14CORP_ADS_icons_PIWHRP_M2.ai (186.11%), 14CORP_ Panel Sizes None Assoc. Creative Dir/Copy Richard Griffin ADS_icons_DTVE_M1.ai (37.04%), 14CORP_ADS_icons_ Copywriter None IDBC_M1.ai (113.36%), 14CORP_ADS_icons_LNAP_M1.ai. Photo Editor None ai (137.13%), 14CORP_ADS_icons_TAP_M1.ai (101.62%), 14CORP_ADS_icons_CTM_M1.ai (99.19%), 14CORP_ADS_ Sr. Account Manager None icons_CABR_M1.ai (71.2%) | NOTES: None Account Manager Amanda Pyle RAP approval: None Sr. Studio Manager None NO RAP APPROVAL, OK TO Studio Manager None EDIT Print Production Lauren Abrams Web/ Digital: Set ruler to pixels Proof JPG Release JPG Layers: Output: PDF: Proof: Upload to: Changes as marked Return to: BAU RGN New laser x1a Low res GRACoL NP-SNAP BrandMuscle Make mechanical Traffic Other: Separations No crop No crop SWOP3 NP-ISO Simian To Do: To Release/upload Proofreading Total number of versions: Build comp No slug No slug SIZE: Other B:8.75” T:8.5”

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DTV_Slug_Templates_032211.indd ADS1402_ANA_BrandMasters_Ad_M3R.indd MacHD:Users:[email protected]:Desktop:GO YANKEES:WORK:2014:Feb2014:020614:ADS1402_ANA - Brand Masters 8.5x11:ADS1402_ANA_BrandMasters_Ad_M3R.indd RELEASE User: Samuels, Sherine A. Printed at: 2-6-2014 5:26 PM From: NYC-E47984M Last saved:2-6-2014 5:23 PM Page #:2 Print %: None Live 8.5" x 11" Proofreader None LAYERS: Crop Cubed, Text/Art/Logos, Background, Trim 8.5" x 11" Sr. Creative Mgmt None Slug Cubed | FONTS: DINOT (Regular; OpenType), Jenna Sue (Regular; True Type), Gotham (Light, Book; OpenType) Bleed 8.75" x 11.25" Creative Dir/Art None | INKS: Cyan, Magenta, Yellow, Black Assoc. Creative Dir/Art Amanda Assadi | IMAGES: 14CORP_ANA_BrandMasters_bkgd_M1R. tif (CMYK; 300 ppi; 100%), DTV_AdSales_Logo_4C.eps Folded Size None Sr. Art Director Mark Robinson (34.3%), 14CORP_ANA_TargetHouseholds_M1R.tif Gutter None Creative Dir/Copy None (CMYK; 429 ppi; 69.85%), 14CORP_ADS_icons_CABR_M1.ai (31.86%), 14CORP_ADS_icons_Audience_M1.ai (32.5%, Panel Sizes None Assoc. Creative Dir/Copy Richard Griffin -32.5%), 14CORP_ADS_icons_Reporting_M1.ai (29.83%) Copywriter None | NOTES: None Photo Editor None Sr. Account Manager None Account Manager Amanda Pyle RAP approval: None Sr. Studio Manager None NO RAP APPROVAL, OK TO Studio Manager None EDIT Print Production Lauren Abrams Web/ Digital: Set ruler to pixels Proof JPG Release JPG Layers: Output: PDF: Proof: Upload to: Changes as marked Return to: BAU RGN New laser x1a Low res GRACoL NP-SNAP BrandMuscle Make mechanical Traffic Other: Separations No crop No crop SWOP3 NP-ISO Simian To Do: To Release/upload Proofreading Total number of versions: Build comp No slug No slug SIZE: Other Shine.

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Mashable is the platform that connects, empowers and inspires people around Brain the world by telling highly shareable, inspirational and informative stories that definitively tell the story of our time: digital innovation and its culture.

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Some agencies are left-brained. Some are right-brained. To find out more about Velocity or how your brand can create meaningful connections with Mashable’s millions of deeply engaged readers, reach out to We say: why choose? Seth Rogin, Chief Revenue Officer, [email protected].

At MediaCom, we know the right strategy requires both measurement and imagination. That makes working with us not just better for your bottom line, but a whole lot more interesting.

Want to know what MediaCom can do for your business? Contact Khartoon Ohan at 212.912.4481 or [email protected]. www.mediacomusa.com

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Some agencies are left-brained. Some are right-brained. We say: why choose?

At MediaCom, we know the right strategy requires both measurement and imagination. That makes working with us not just better for your bottom line, but a whole lot more interesting.

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Available online and in print BIG DATA GETS BROOKS IN FRONT OF RUNNERS MediaCom’s latest issue of BLINK Magazine is all about To get your own copy of BLINK, subscribe to the MediaCom Rocket Fuel’s record-breaking combination of artificial connections: how objects, people and places will connect in the Insider. The Insider newsletters, white papers and research will future and what this means for brands. keep you up-to-date on the latest trends and topics affecting intelligence plus Big Data helped Brooks reach almost 18M runners at just the right moment. Take your digital advertising From connected cars and the quantified self to real-time offers marketers and consumers. and the Internet of things, connectivity is shaping our lives. Visit mediacomusa.com and click Sign Up on the homepage. investments the extra mile. Call us today at 888-717-8873 or Learn from industry experts as they share insights and analysis email [email protected] on these topics and more. © 2013 Rocket Fuel Inc. All rights reserved. Amsterdam · Atlanta · Boston · Chicago · Dallas · Denver · Detroit · Hamburg · London · Los Angeles · Madrid · Milan · New York · Paris · Philadelphia · Redwood City · San Francisco · Seattle · Stockholm · Toronto · Washington DC ADVERTISING THAT LEARNS® BLINK LIFTS BROOKS 36 MILLION FEET The Connected Issue is out now

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12.3PB DATA STORE 18,418 CPUS 100.2 TB RAM B:11.5” S:10.5” T:11” 27 27 THAT’S A WHOLE LOTTA LIBRARIANS. SHHHHH! 26.8x larger than The Library of Congress, which boasts more than 130 million items ranging from cook books to colonial newspapers to U.S. government proceedings. It is estimated that the PROCESS THAT! MR. WATSON, COME HERE, I WANT TO SEE YOU Library of Congress now holds 470 terabytes of 1.7x the number of CPUs that the Swiss Tropical data (as of October 2013). The LC expands at a rate Institute uses to simulate the transmission 6.25x the RAM of the IBM computer Watson, of 5TB per month, 10,000 items per day, and takes dynamics and health effects of malaria (15,653). against which Jeopardy! contestants competed up close to 530 miles of shelf space. (and lost... Watson had 16TB of RAM)

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Fonts: Inks: Studio Artist: Studio Freelance Gotham (Medium) MECHANICAL SIGN-OFF: Images: Cyan, Magenta, Yellow, Please sign after reviewing this round Traﬃ c: MONIKA AerialAmerica_S6_KA01_ BRYCE_4C_300.tif (CMYK; 555 ppi; Black TITLE INITIALS DATE Station Name: X-StudioFreelance1 54%), GREEN MOUNTAINS.tif (CMYK; Pub/Issue Date(s): Studio 301 ppi; 99.52%), SharkGirl-PR-2.tif None None Last Save: 2-4-2014 4:24 PM (CMYK; 218 ppi, 227 ppi; 137.18%, None None Proofreader Last Print: 2-4-2014 4:26 PM 131.98%), SMITH_LOGO_TAGLINE_ None None ONDKCOLOR_CMYK.ai (306.03%) None None Designer Line Screen: None None None Writer None None Gutter: None Production Job Status: Mechanical Account Printed @: None Partner PDF Comp.: Acrobat 4.0 Legal

Red Group Contact Info: Director of Production 212-708-3270 B:9” T:8.5” S:8”

Emmy® Award Winning Original Programming One of America’s most prestigious & awe-inspiring brands Connecting advertisers to an afﬂ uent, inﬂ uential viewership In HD, online, on demand and on-the-go Now Nielsen rated B:11.5” S:10.5” T:11”

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©2014 SNI/SI Networks L.L.C. All rights reserved. Smithsonian Channel is a trademark of Smithsonian Institution. SNI/SI Networks L.L.C. is an authorized user. Emmy® is a registered trademark of the Academy of Television Arts & Sciences.

Fonts: Inks: Studio Artist: Studio Freelance Minion Pro (Regular), Gotham- MECHANICAL SIGN-OFF: Condensed (Medium), Gotham (Book, Cyan, Magenta, Yellow, Please sign after reviewing this round Traﬃ c: MONIKA Bold) Black, PMS 7409 C TITLE INITIALS DATE Station Name: X-StudioFreelance1 Images: SharkGirl-PR-4[1].tif (CMYK; Pub/Issue Date(s): Studio 548 ppi, 570 ppi; 54.65%, 52.57%), None None Last Save: 2-4-2014 4:24 PM 17_AA_WY_PROMO_STILLS_closeup_ None None Proofreader Last Print: 2-4-2014 4:26 PM of_the_Grand_Prismatic_Spring_Yel- None None lowstone_Natl_Park_01.tif (CMYK; None None Designer Line Screen: None 1572 ppi, 1571 ppi; 19.08%, 19.08%), None None Writer Gutter: None SMT_Solitaire_4C_300.tif (CMYK; 2525 None None ppi; 11.88%), C17 GLOBEMASTER_Im- Production Job Status: Mechanical age 2.tif (CMYK; 840 ppi; 35.71%), Account SMITH_LOGO_TAGLINE_ONDKCOL- Printed @: None OR_CMYK.ai (159.23%) Partner PDF Comp.: Acrobat 4.0 Legal

Red Group Contact Info: Director of Production 212-708-3270 TO DISCOVER HOW WE CAN HELP YOU REDUCE COSTS WHILE ACHIEVING BETTER TESTING SIMPLY COME TO OUR TABLE. THE FUTURE BELONGS TO COMPANIES THAT THINK BIG. We can help you every step of the way. To uncover the valuable insight. The major opportunity. The big idea.

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

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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 ANA committees are key originators 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 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.” Valerie Light Benefits ...... 1 In a 2011 survey, 82 percent of members surveyed expressed interest. Broadcast Production ManagerANA/4A’S WHITE PAPER Verizon Solution Providers and advocates of leadership initiatives. 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 » Kantar Media INDUSTRY THOUGHT LEADERSHIP ...... 8 Background Not » Nielsen ...... Interested Pure and simple, production incentives help states create jobs and attract investment. Their long-term desire is to The10 Rise of theNeutral SURVEY RESEARCH 5% encourage infrastructure investment so that filmmaking (feature films, television programs and commercials) becomes 13% What’s Inside? » PrecisionDemand an integral component of a state’s industry and tax base. Several studies, by firms including Ernst & Young, show that Benchmarks and Trends ...... 13 Committees provide eyes, ears, and a voice: Background 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 ...... activity in the state where the projectIn October takes 2011, place. the ANA and 4A’s p » 1. Initial List/RFI Phase 15 Search to document and publicize best practices for both clients and ...... 5 » Simulmedia Interested The film and television industriesagencies have tohistorically consider inbenefited the agency greatly search from and these selection andstate 4A’s process. production websites. Those incentives. » The2. Semi-Finalist/RFPincentives Phase ...... 17 10 82% 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 ...... target the companies that fund productions and give final approval on the shoot location. In the feature film arena, ...... 12 19 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 opportunity to further improve the productivity of the agency search/new Appendix ...... participating. Savings can be achieved without sacrificing quality, as many states have been very successfulTask in Force building Members ...... 21 Q7. Currently, ratings for individual commercials are not available. Nielsen provides ratings for business process, for both agencies andbject advertisers, of agency by selectiondeveloping briefing 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. available for each individual commercial? • The “eyes and ears” identify issues that the ANA should best practices guidance around the su throughout the entire agency selection process. Source: ANA 2011, Leveraging TV for Growth Survey

“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 Executive Producer, Broadcast Production The Benefits of Commercial Ratings Objective Target Corporation ngs be made aware of (and perhaps take action on). Co-Chair, ANA Production Management Committee 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 of briefing an agency during the agency selection process, and give clients experienced in agency selection briefi additional best practices to consider. Better Knowledge/Increased Accountability • Commercial ratings would provide more granular data to better inform the decision-making process. • Marketing mix models could be input with brand-specific commercial metrics rather than averages (which may or may not reflect the delivery for that specific brand) to provide increased accountability. Executive Summary The Found Money of State Commercial Production Incentives • The “voice” provides strong credibility to a position. 1 The ANA/4A’s task force believes that every phase of a review, or agency search, requires a thoughtful briefing that provides specific direction to the agency. The review process should provide escalating information to the agencies as the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic and/or speculative work and finals presentations).

Each review phase warrants different types and levels of client briefing information. Brand-Specific Commercial Ratings

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. When the ANA (and our committees) has something to say, • 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 as critical issues and emerging trends that nearly all marketers face today. Access all ANA survey reports at: the marketing community takes notice and listens. www.ana.net/surveys The ANA welcomes input from committee members on leadership initiatives to consider.

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