Innovation Day Members-Only Conference

Tuesday, March 18, 2014 | MillerCoors | , IL at presented by

We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. www.ana.net Table of Contents

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Agenda...... pg 2

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

Attendees...... pg 7

ANA Member Benefits �����������������������������������������������������pg 13

www.ana.net 1 Agenda

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

TUESDAY, MARCH 18 marketing and innovation efforts. You General Session Cont. (1:00 p.m.) will also hear the detailed process that Breakfast (8:15 a.m.) Hillshire Brands is introducing to ensure AD INNOVATIONS IN CONNECTED TV its stable of iconic brands continue to evolve and grow. Interactive TV advertising has already General Session (9:00 a.m.) been proven effective at reaching true Patricia Luczak brand audiences and firing on core Director of Innovation MILLERCOORS: NEW PRODUCT Hillshire Brands objectives, but what does the inclusion INNOVATION of TV connectivity bring to the table? This new elixir is proving to be the MillerCoors is a company where inno- POPSECRET LABS: change that television has been waiting vation has always been part of the cor- MARKETING AS EXPERIMENT for. Finally joining digital with televi- porate culture and a clear leader in this sion, marketers are now able to give How do you compete in a crowded space. Learn how MillerCoors contin- consumers the immersive experiences food marketplace with a small budget? ues to leverage innovation through their they want at the scale marketers need. Pop Secret, working with its agency pipeline of new products. Imagine what you could do with the Deutsch LA, shunned traditional market- ease of a turnkey, connected TV expe- Scott Meek ing in favor of a series of digital experi- rience. Discover the innovations and Director, Branded Innovations ments designed to make it the most exploration taking place in the new TV MillerCoors talked-about popcorn brand: Pop Secret arena and find out how you could win Labs (www.popsecretlabs.com). They Rita Patel the living room. Marketing Director - Innovations achieved their goals with experiments MillerCoors such as Perfect Pop, an app designed Will Chapman to keep people from ever burning their Chief Revenue Officer popcorn again; Poptopia, the first BrightLine HILLSHIRE BRANDS: WHERE scented smart phone game; a movie- INNOVATION AND MARKETING ARE dating partnership with OK Cupid; and BREATHING LIFE INTO NEW BRANDS Pop Over, an app to organize movie Hillshire Brands is a company with nights with Facebook friends. Pop Secret the vision to become the most innova- will discuss the challenges of invention in tive meat-centric food company in the marketing, how to manage experimenta- United States. Innovation at Hillshire tion, and why risks can be worth taking. Brands is more than just churning out Burke Raine new products; it’s about monetizing Vice President of Marketing ideas. Jennifer Bentz, Vice President, Diamond Foods Insights and Innovation, plays a key role in revamping the company’s innova- Trevor O’Brien Executive Vice President tion process which has become faster Executive Creative Technology Director and more focused on consumer insights Deutsch LA while creating a stronger link with the marketing function. Learn how Hillshire Brands feels it is critical to have an Luncheon (12:00 p.m.) inseparable link between a company’s

www.ana.net 2 Agenda

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

OSCAR MAYER: SPRINT: MAKING INNOVATION HAPPEN HOW ‘SAY IT WITH BACON’ BROUGHT Sprint needed a new way to talk to busi- SIZZLE TO THE CATEGORY ness prospects. In just five days, a small People love bacon, but they aren’t par- but diverse group created a solution ticularly choosy about which bacon they that was equal parts marketing, technol- love. So how do you get customers to ogy, sales and brand strategy. Discover seek out bacon by brand name in the Sprint’s collaborative innovation process grocery store? Oscar Mayer started with with their agency and learn how to foster the insight that people shop for bacon your own innovation culture. a lot like they shop for fine jewelry, with Stephanie Lashley a meticulous inspection to find the best Sales Segment Manager one. Discover how the brand created an Sprint innovative Father’s Day campaign and experience that transformed bacon into Mark Logan a luxury gift from women to the leading Senior Vice President of Innovation men in their lives. This is Oscar Mayer’s Barkley/Moonshot Labs most talked about campaign ever which drove significant results and positioned Conference Adjournment (3:30 p.m.) the brand to be a cut above the rest. Kris Eckles Consumer Engagement Manager Kraft Foods Group, Inc. Meredith Smyth Account Director 360i

www.ana.net 3 Speaker Bios

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Will joined BrightLine in 2013 and is leading BrightLine’s global business development efforts to expand and reinforce the company’s status as the standard bearer for helping others transition their use of TV as an ad medium to match the way viewers now watch. His experience with generating and growing brand revenue will be used to expand BrightLine’s proven interactive advertising technology to the growing number of advertisers seeking to advance their TV strategy beyond the use of 30-second commercials, to include ad formats and experiences across screens that feed new TV viewer behavior. Prior to BrightLine, Will served as vice president of enterprise solutions at AudienceScience and has worked in sales manage- ment at SiriusXM Satellite Radio and CBS Broadcasting. Will’s deep expertise in digital advertising, coupled with his years of working in traditional media uniquely equip him with an experience set and the insight to Will Chapman assess customers’ needs and find creative solutions to help them succeed in a television world increasingly Chief Revenue Officer powered by the internet, and controlled by the viewer. BrightLine

Kris Eckles is a consumer engagement manager for Kraft Foods. Currently she leads all consumer engage- ment for Oscar Mayer Brands including cold cuts, hot dogs and bacon. She is an expert in successfully creating, managing and optimizing promotional and marketing campaigns. She has brought to life many innovative, first ever programs including an e-commerce bacon program and an incentivized sharing program. Kris is a Wisconsin native that enjoys spending time with her family and being active. Growing up you’d find Kris on or in the water. For more than 10 years she waterskied on a show team that won state championships.

Kris Eckles Consumer Engagement Manager Kraft Foods

Stephanie Lashley is manager of sales segment in Kansas City for Sprint. In this role, Stephanie manages programs, products and marketing on behalf of the Sprint Sales teams. During her 11 years with Sprint, Stephanie has managed of global partnerships for social networking products including Facebook, Twitter and LinkedIn and has supported the Sprint Application Developer Program. Her background includes over- seeing accounts such as Fords, Sonic, 24 Hour Fitness, Wrangler, Lee, Invisalign, and Riviana Foods at KC firms VML and Barkley.

Stephanie Lashley Sales Segment Manager Sprint

www.ana.net 4 Speaker Bios

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Mark leads Moonshot, the Innovation Lab at Barkley. In 2012, Moonshot won AdWeek’s inaugural Project Isaac award for Innovation Best Practices. Moonshot has produced patent applications and award-winning projects, such as the Krispy Kreme Hot Light application, the only marketing application ever to connect hot, fresh doughnuts to the Internet of Things. Fueled by yummy doughnuts, Mark does mud races and mara- thons. Before joining Barkley, Mark founded lookandfeel new media, an internationally acclaimed digital agency. He has been twice named one of Kansas City’s Top 50 Technology Leaders by the Kansas City Star.

Mark Logan Senior Vice President of Innovation Barkley/Moonshot Labs

Patricia Luczak is director of innovation for the Hillshire Brands Company. She is responsible for leading the long-term innovation team responsible for building growth platforms in breakfast and frozen beyond break- fast. She is tasked with driving the company’s innovation agenda through strengthening core businesses and extending into adjacencies. Before joining Hillshire Brands in July 2009, Luczak held a variety of brand management positions at Coca Cola, Keebler and Kellogg’s focusing on leading innovation efforts across multiple categories and channels for the last 15 years. Luczak received her Master of business administra- tion from the Kelly School of Business, Indiana University.

Patricia Luczak Director of Innovation Hillshire Brands

Scott Meek is director of branded innovations at MillerCoors. His team is responsible for developing strat- egy and delivering innovations against MillerCoors’ portfolio of brands including Miller Lite and Coors Light, two of the largest beer brands in America. Scott has been at MillerCoors for 3 years, prior to that he spent 6 years at Unilever where he worked on the Dove and AXE brands. Mr. Meek received his B.S in Engineering from Northwestern University, and earned his M.B.A. from the University of Texas at Austin.

Scott Meek Director of Branded Innovations MillerCoors

www.ana.net 5 Speaker Bios

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Rita Patel, currently marketing director of innovations at MillerCoors, has recently introduced Smith & Forge Hard Cider as a way to bring innovation to core alcoholic beverage drinkers. In this role Rita will continue to drive news around hard cider as well as bring new brands to market that focus against key whitespace areas. Prior to this position she led the Miller64 introduction and worked across the portfolio on brands including Coors Light, Molson and Fosters. She has also spent time working on global brand and inno- vation assignments with Wrigley, where she worked for eight years. Rita holds an MBA in Marketing and International Business from Loyola University Chicago.

Rita Patel Marketing Director Innovations MillerCoors

Burke Raine is vice president of marketing, snacks for Diamond Foods. His current portfolio of brands includes Pop Secret popcorn and Kettle Brand chips. Burke joined Diamond Foods as a senior director of marketing in 2013. Prior to joining Diamond Foods, Burke spent almost 6 years with the Frito Lay divi- sion of PepsiCo in a variety of marketing roles. Garnering experience in brand management, innovation, and shopper marketing, he concluded his tenure with Frito Lay as the director of marketing for Lay’s Potato Chips. Burke holds a master of business administration from the Fuqua School of Business, Duke University, and a BA from The University of Michigan. He currently resides with his family in San Francisco.

Burke Raine Vice President of Marketing Diamond Foods

Meredith Smyth is an account director at 360i, heading up the Oscar Mayer digital and social business’ - directly linked to building brand equity and volume growth. She works with the marketing group at Oscar Mayer to help establish digital and social strategy - bring understanding of the space and bridge the divide between offline and traditional marketing efforts. Prior to 360i, she spent time at both VML and DDB where she was responsible for the Gatorade and Aveeno accounts.

Meredith Smyth Account Director Oscar Mayer 360i

www.ana.net 6 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Abitz, Derek Averbook, Jennie Benhart, Deborah Brown, Orion Director, Innovation Senior Strategist Senior Category Manager Brand Manager U.S. Cellular Corporation Beam Inc. Indirect Procurement- Marketing Kraft Foods Group, Inc. Hillshire Brands Company Abruzzo, Pete Bahu, Maher Brown, Jennifer Director of Sales Senior Director Global Marketing Bennett, Traci Associate Product Manager Live Nation, Inc. ConAgra Foods Inc. Channel Marketing - Associate Marketing AbbVie Inc. Manager Adams, Chad Bailey-Stobbs, Atticus MillerCoors LLC Bruce, Gail Manager, Product Marketing and Director, Marketing Analytics Senior Brand Manager Innovation SteelSeries Bhatia, Reva Whirlpool Corporation La-Z-Boy Incorporated Procurement Specialist Baker, Jeffrey BP Oil Buchholz, Amanda Agarwal, Meghna Customer Experience and Forecourt Business Process Consultant Marketing Manager Innovation Manager Billetdeaux, Mia WellPoint, Inc. Walgreen Company BP p.l.c. Field Marketing Analyst Beam Inc. Buie, Lillian Ahrens, Rachel Balco, Brandy Content Manager Assistant Marketing Manager Marketing + Communications Consultant Binder, Tricia Northstar Lottery Group, LLC Insurance Company Humana Inc. Relationship Marketing Manager S.C. Johnson & Son, Inc. Burke, Sue Airhiavbere, Zusi Baloun, Laura Director, Integrated Marketing Marketing Services Procurement Manager, Consumer Insights Blanchard, David ConAgra Foods Inc. Specialist U.S. Cellular Corporation Director, Digital Strategy and Experience BP P.l.c. Solutions, Inc. Caldwell, Nicolette Bambula, Mike Marketing Specialist Alli, Bibi Marketing Operations Manager Blazer, Claudia W.W. Grainger, Inc. Senior Manager, Consumer Insights BP p.l.c. Senior Brand Manager Whirlpool Corporation ACH Food Companies, Inc. Campbell, Regina Bankhead, Stephanie Manager, Digital Marketing Allolding, Marguerite Interactive Marketing Manager Bollinger, Aviva S.C. Johnson & Son, Inc. Innovation Director ConAgra Foods Inc. Digital Marketing Manager, EHealth Beam Inc. Walgreen Company Caputo, Sarah Banks, Vanita Marketing Lead Consultant Alonso, Claudia Counsel Bordewick, Andrew Allstate Insurance Company U.S. Consumer and Business Allstate Insurance Company Strategic Marketing Specialist Insights Manager Caswell, Jeff McDonald`s Corporation Bannon, Dennis Vice President/GM Hillshire Farm and Senior Director Advertising Bowser, Jennifer Sara Lee Deli Alvaray, Luis ConAgra Foods Inc. Associate Marketing Manager Hillshire Brands Company Consumer Activation Coordinator Allstate Insurance Company Walgreen Company Barry, Julia Chakravarty, Rajit Business Manager Brennan, Patrick Global Insight and Analytics Manager Anderson, Crysta Kraft Foods Group, Inc. Director of Content Creation BP p.l.c. Digital Content Strategist ConAgra Foods Inc. IBM Corporation Bedtelyon, Kyle Chapman, Will Device Portfolio Manager Briganti Weaver, Kate Chief Revenue Officer Apy, Jennifer U.S. Cellular Corporation Director, Content Creation BrightLine Product Marketing ConAgra Foods Inc. Adobe Systems Incorporated Benda, Candice Acct Manager - Ecommerce Brown, Maria Arriola, Fernando W.W. Grainger, Inc. Senior Customer Advocacy Manager Vice President, Media and Integration Farmers Insurance Group, Inc. ConAgra Foods Inc.

www.ana.net 7 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Chenault, Mekashia Driskill, Alicia Fanelli, Mike Geyer, Rachel Live Nation, Inc. ABM - Ball Park Social Media Manager Hillshire Brands Company Northstar Lottery Group, LLC Clayton, Guy Duffy, Brendan Director of Marketing Marketing Director Feeney, Benjamin Gill, Meg Mobile Marketing Association Caravan Tours Brand Manager, Branded Innovation Marketing Specialist MillerCoors LLC Grant Thornton LLP Cole, Kira Dumford, Heather Marketing Analyst Media Manager, Global Marketing Feinberg, Brad Gordon, Marni Accenture ConAgra Foods Inc. Senior Media Manager Vice President, Conferences and MillerCoors LLC Committees Collins, Margaret Durakovic, Elmir ANA Marketing Senior Associate Consumer Insights Analyst Fernando, Dilini Grant Thornton LLP Gogo Digital Marketing Manager Griffin, Molly MillerCoors LLC Assistant Account Manager Connors, Stephen Dusek, Katherine Barkley Global Advertising Marketing Manager Finucane, John Accenture Allstate Insurance Company Product Manager I Grinius, Erika U.S. Cellular Corporation Marketing Manager, E-Comm/Photo Courtney, Sherry Eckles, Kris Walgreen Company Digital Marketing Manager Consumer Engagement Manager Fitzpatrick, Shannon MillerCoors LLC Kraft Foods Group, Inc. Allstate Insurance Company Gronlund, Kelly Director, Consumer Insights Crowley, Amanda Egeland, Jennifer Fletcher, Kelly ConAgra Foods Inc. Director, Marketing Knowledge Center Director, Integrated Marketing Buyer- Marketing Services Procurement ANA Communications, Protection Marketing Kraft Foods Group, Inc. Hanak, Daniel Allstate Insurance Company Associate Brand Manager Curl, Jessica Fliegler, Russ S.C. Johnson & Son, Inc. Marketing Project Coordinator-Digital Ehle, Fred Marketing Mgr. Allstate Insurance Company Vice President, Brand Management Pepsico Beverages & Foods Hardy, Megan Pulte Group Brand Marketing Specialist Danis, Julie Foster, Kevin Rust-Oleum Corporation Senior Manager Ellefson, Kelly Innovation Manager , Inc. Media Manager Beam Inc. Harley, Kenneth MillerCoors LLC Marketing Communications Manager Dardic, Vesna Fried, Alix MillerCoors LLC Brand Manager Erb, Patricia Marketing Senior Associate Capital One Director of Marketing Grant Thornton LLP Harper, Shannon Nestle Purina PetCare Co. ICS Brand Davis, Jared Gabbard, Diana IBM Corporation Account Executive Erker, Libby Consumer Insights Manager Beam Inc. Marketing Senior Associate BP p.l.c. Hartung, Joseph Grant Thornton LLP Brand Insights Manager De Coning, Rene Gabel, Dafna MillerCoors LLC Global Strategic Insight Ertel, Chris Director, Analytics BP p.l.c. General Mills, Inc. (Consumer Insights and Strategy) Hauan, Nick Nestle Integrated Marketing DeYoung, Lauren Faems, Lauren Gogo Marketing Consultant Senior Associate Galat, Chris Allstate Insurance Company Grant Thornton LLP Procurement Analyst, Marketing and Donatucci, Andrea Faldetta, Christine Hillshire Brands Company Manager, Global Digital Advertising Associate Director, Brand Strategy Accenture Kraft Foods Group, Inc.

www.ana.net 8 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Hayes, Evelyn Johnson, Rob King, Ali Laughlin, Sean Associate Marketing Manager Senior Innovation Manager Senior Account Executive, Director, Marketing Allstate Insurance Company Allstate Insurance Company Program Marketing Harley-Davidson, Inc. DeVry Inc. Hayes, Alyssa Johnson, Teressa Lawson, Taryn Manager, Consumer Insights Director Sensory Science Kishman, Annie Digital Marketing Manager Gogo Wendy`s International, Inc. Project Manager Formica Corporation Allstate Insurance Company Hendrickson, Patrick Jolliff, Michael Lebda, Kathryn Marketing Planner Marketing Manager Klemz, Jenelle Senior Financial Analyst Corporation Allstate Insurance Company Marketing Manager MillerCoors LLC DeVry Inc. Herrera Azabache, Natalia Kaminski, Jen Lee, Christopher Sales and Marketing Manager Latin Marketing Specialist Kolich, Anna Corporate Quality Auditor America DeVry Inc. Associate Media Manager Hillshire Brands Company Tomy International MillerCoors LLC Kaster, Heather Lee, Janice Hill, Marla Senior Manager Marketing Services Kowalsky, Marisa Associate Marketing Manager Marketing Lead Consultant Kraft Foods Group, Inc. 3M MillerCoors LLC Allstate Insurance Company Katzfey, Christy Kramer, Elise Lemons, Don Hillsman, Mia Brand Manager Category Manager Account Executive InStore Radio Product Manager DeVry Inc. Hillshire Brands Company SpartanNash AbbVie Inc. Kazlo, Christy Kreske, Bryan Levine, Holli Hocking, Sara Media Manager Senior Product Manager, Meat Products Associate Director, Procurement Regional Marketing Manager ConAgra Foods Inc. Hormel Foods Corporation Kraft Foods Group, Inc. Grant Thornton LLP Keller, Steve Kurth, Kim Licardi, John Hoskote, Akanksha CMO and Vice President Product Business Transformations: Business Development Digital Marketing Manager Management Sub-Process Lead Talent Partners Grant Thornton LLP Analyte Health MillerCoors LLC Linne, Dave Hudson, Mark Kelly, Emily Lakshmanan, Janu Senior Vice President, Advertising Global Advertising Procurement Manager Strategic Partnerships, National Insights ConAgra Foods Inc. BP p.l.c. Accounts Beam Inc. General Growth Properties, Inc. Lionetti, Nicola Ingraham, Margie Larson, Michelle Procurement Director Marketing Business Affairs Manager Kelly, Ashley Director, Marketing Services Luxottica Retail MillerCoors LLC Imc BP p.l.c. Allstate Insurance Company Logan, Mark Ituen, Aniekan (Arnie) Laseca, Erick Senior Vice President of Innovation Software Client Executive Kessing, Bo Marketing IS Lead Barkley/Moonshot Labs IBM Corporation Associate Brand Manager, Primers and Kraft Foods Group, Inc. Specialty Coatings Luczak, Patricia Janis, Cassie Rust-Oleum Corporation Lashley, Stephanie Director of Innovation Associate Product Manager Sales Segment Manager Hillshire Brands Company Walgreen Company Kincer, Pam Sprint Director, North America Marketing Jaraczewski, Jessica Formica Corporation Lasisi, Dia Walgreen Company Marketing Manager A.T. Kearney

www.ana.net 9 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Lukas, Lisamarie Meeks, Andrew Myers, Leigh Ostrowski, Sherry Mkt-Internal Exec Comms Leader Account Manager Brand Manager, Oscar Mayer Bacon Vice President of Marketing Grant Thornton LLP Beam Inc. Kraft Foods Group, Inc. Potbelly Sandwich Works Lumumba, Mwanza Menick, Kasey Nance, Sarah Otero, Paula MillerCoors LLC Account Associate Digital Marketing Specialist Brand Manager General Growth Properties, Inc. Darden Restaurants Amway Corporation Luna, Nancy Director of Front End Innovation Miceli, Sarah Neale, Ann Overly, Erin and Trends Marketing Manager Manager Brand Planning Senior Dir Global Innovation Kraft Foods Group, Inc. BMO Harris Bank U.S. Cellular Corporation Mondelez International, Inc. Madden, Nick Mikel, Amy Neis, Kerri Oyasu, Seiji Associate Brand Manager Senior Brand Manager Manager, Accounts and Markets, Device Strategy Manager II Kraft Foods Group, Inc. DeVry Inc. U.S. Cellular Corporation KPMG LLP Mak, Lisa Mikulcik, Matt Pajoumand, Jody Senior Brand Manager Director of Marketing Norena, Moises IBM Manager Oil-Dri Corporation of America Bankers Life & Casualty Company Global Director of Innovation Digital Experience and Social Business Whirlpool Corporation IBM Corporation Malloy, Lorna Milani, Michael Project Manager Technical Sales Specialist Norgren, Jillian Palacios, Mario Allstate Insurance Company IBM Corporation National Advisory Services Marketing Product Manager Associate Capital One Services, Inc. Marvel, Dyani Minchella, Dan Grant Thornton LLP Senior Manager of Interactive Marketing Program Lead Pankaukas, Bob Northstar Lottery Group, LLC Walgreen Company Nunez, Lorena Market Research Director Associate Hispanic Multicultural Manager Allstate Insurance Company Matthews, Colette Moore, Mamie Allstate Insurance Company Marketing Director: Strategy and Insights Director of Public Relations Patel, Hetal Whirlpool Corporation YMCA of the USA O`Brien, Trevor Product Manager I Executive Vice President, Executive U.S. Cellular Corporation Matukhina, Inga Moore, Geraldine Creative Technology Director Manager, Global Innovation Rewards Manager Deutsch LA Patel, Tru Whirlpool Corporation U.S. Cellular Corporation Eli Lilly and Company O`Connor, Tina McCormick, Jamie Moore, Janine Strategic Partnership Representative, Patel, Rita Global Business Manager Brand Manager National Content Marketing Director - Innovations 3M S.C. Johnson & Son, Inc. General Growth Properties, Inc. MillerCoors LLC McDougall, Terry Moriarty, Matt O`Neill, Bryan Paul, Jeffrey Director, Marketing and Client Strategy Innovation Engineer Senior Manager, Marketing Excellence Marketing Manager BMO Capital Markets American Family Insurance AbbVie Inc. KPMG LLP McGrogan, Amber Moritz, Stephanie Onan, Gina Pedulla, Tressa Associate Business Affairs Manager Senior Director, Public Relations/Social Marketing Lead Consultant Sponsorship Coordinator MillerCoors LLC ConAgra Foods Inc. Allstate Insurance Company Live Nation, Inc. Meek, Scott Morris, Mark Osberg, Kristina Director, Branded Innovation Affiliate Marketing Manager Associate Marketing Manager - Small MillerCoors LLC Cars.Com Format MillerCoors LLC

www.ana.net 10 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Petronio, Simone Romani, Silvia Smyth, Meredith Thomas, Rita Senior Manager, International Marketing Intergrated Marketing Communications Account Director Media Production Manager Blistex, Inc. Allstate Insurance Company 360i Walgreen Company Pfluegl, Michael Rossman, Marty Sodini, Cindy Thome, Rick Director of Sales Vice President of Marketing Director of Consumer Insights and Manager, Brand Partnerships and Live Nation, Inc. W.W. Grainger, Inc. Strategy Advertising Mondelez International, Inc. Rovio Entertainment Phillips, Christie Rothenberg, Leora Associate Affiliate Marketing Manager ABM Starr, Barb Thuot, Raechell Cars.Com ConAgra Foods Inc. Director, New Products and Packaging Brand Manager Crown Imports LLC S.C. Johnson & Son, Inc. Phillips, Nilesh Roufus, Alexandria Senior Specialist, Marketing Assistant Brand Manager Staskon, Anne Tielbur, Diane Accenture Rust-Oleum Corporation Program Manager Senior Director Consumer Insight BP p.l.c. Kraft Foods Group, Inc. Powell, Diana Schmidt, Julia Advertising Manager Marketing Manager, Innovation and New STEELE, ALONDA Tousey, Polly ConAgra Foods Inc. Business Development Principal Associate Centralized Marketing Manager Land O’ Lakes, Inc. Capital One Services, Inc. Pella Corporation Prado, Marcelo Marketing Analyst Schwartz, Abigail Catherine Stein, Jenny Trick, Kristian Mutual Automobile Brand Marketing Sales Director - Internet Channel Social and Collaboration Specialist Insurance Co. Capital One Services, Inc. Tomy International IBM Corporation Puente, Laura Scroggins, Jay Stickel, Anna Umali Hannum, Evangeline Director, Strategic Marketing R&D Culinary Development Scientist Vice President, Business Development Marketing Senior ConAgra Foods Inc. Johnsonville Sausage LLC Citigroup Inc. Grant Thornton LLP Radin, Dan Seifert, Kathryn Strainis, Joan Valliani, Anisa Audio Director Consultant Creative Director Marketing Communications Professional SteelSeries Ernst & Young LLP True Value Company Allstate Insurance Company Rahim, Nighat Selgrat, Emily Strauss, Rhonda Vidal, John Marketing Manager Allstate Insurance Company Market Research Specialist V.P., Director - Portfolio Innovations U.S. Cellular Corporation BP P.l.c. Projects Shen, Jon Brown-Forman Corporation Raine, Burke Senior Director, Interactive Marketing Strauss, Dena Vice President of Marketing ConAgra Foods Inc. Marketing Manager Voss, Ashley Diamond Foods, Inc. Allstate Insurance Company Senior Marketing Manager Shicotte, Dik BMO Harris Bank Reynolds, Clare Consultant Stukel, Michelle Brand Manager, Oils Teradata Operations, Inc. Marketing Manager Walczak, Leigh ACH Food Companies, Inc. Allstate Insurance Company Associate Manager, Conferences Skinner, Dan ANA Roberts, Renee PR/Social Media Manager Sweeney, Chuck Manager ConAgra Foods Inc. Director, Member Relations Watkins, Karyn Accenture ANA Marketing Lead Smith, David Walgreen Company Rodda, Duke Software Client Leader Targett, Matt Marketing Strategist IBM Corporation Director, Interactive Marketing 3M La-Z-Boy Incorporated

www.ana.net 11 Attendees

ANA Innovation Day Members-Only Conference at MillerCoors presented by BrightLine

Wilkov, Willie Wilson, Norrie Xu, Susan Senior Vice President, Senior Director, Consumer Insights Manager Marketing Communications and Branding ConAgra Foods Inc. Mars Incorporated Tomy International Winterble, Brian Yin, Xiang Williams, Angela Integrated Marketing, Manager of Global Technical and I Diversity and Inclusion Leader Communications nnovation Director, MALT General Electric Capital Services, Gogo Cargill Inc. Inc. Worth, Brandon Zoller, Laura Willis, Jason Online Marketing Manager Marketing Insights Manager, Exhibit Consultant Gogo Multicultural Skyline Exhibitors MillerCoors LLC

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

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

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

Did you know that as an ANA member your company receives a yearly $6,000 credit ANA Member Benefit: to the School of Marketing? The credit can be used to fund a half-day team workshop, or offset the cost of a full- or multiple-day team workshop. Please be sure to check $6,000 with your company’s primary ANA contact to see about applying this credit. Or contact Team Training Credit us directly to find out about eligibility. ANA Member team training credit not applicable to individual training options.

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

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

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The Found Money of State Commercial ANA Production Incentives Brand-Specific Commercial Ratings Benefits and Solution Providers Many states now offer financial incentives to advertisers to shoot commercials in their states. Although such incentivesn originated about ten years ago, more recently they have expanded to additional states and have become increasingly attractive to advertisers. The savings can be quite significant, often ranging from between 15 to 30 percent of productio spending in that state. The purpose of this paper is to provide an overview of these incentives, outline the process for participating, and make advertisers aware that there is competition to acquire this incentive money. ANA continues to advocate for increased granularity of commercial ANA committees are key originators and What’s Inside? ratings, and notably for brand-specific commercial ratings. “All advertisers should be aware of the benefits of state commercial production incentives and the opportunities ANA member interest in brand-specific commercial ratings is high. to positively impact production budgets.” Benefits ...... Valerie Light 1 In a 2011 survey, 82 percent of members surveyed expressed interest. Broadcast Production ManagerANA/4A’S WHITE PAPER Verizon Solution Providers Co-Chair, ANA Production Management Committee These findings are consistent with other surveys ANA has done over the years, including those in 2004 and 2006. » Agency Selection comScore ...... 4 » INVIDI Technologies Briefing Guidance ...... 20136 ANA SURVEYInterest REPORT in Ratings for Individual Commercials advocates of leadership initiatives. » Kantar Media ...... INDUSTRY THOUGHT LEADERSHIP 8 Background Not » Nielsen Interested ...... The10 Rise of theNeutral Pure and simple, production incentives help states create jobs and attract investment. Their long-term desire is to SURVEY RESEARCH 5% 13% encourage infrastructure investment so that filmmaking (feature films, television programs and commercials)What’s becomes Inside? » PrecisionDemand Benchmarks and Trends ...... 13 an integral component of a state’s industryBackground and tax base. Several studies, by firms including Ernst & Young, show that .... 3 for each production incentive dollar spent, some multiple of that dollar (e.g., four to seven times) is created Agencyin economic Selection Briefing Guidance In-House Agency ublished the Guidelines for Agency » Rentrak ...... 3 15 activity in the state where the projectIn October takes 2011, place. the ANA and 4A’s p » 1. Initial List/RFI Phase cument and publicize best practices for both clients and Search to do ...... 5 » Simulmedia Interested 2. Semi-Finalist/RFP Phase ...... The film and television industriesagencies have tohistorically consider inbenefited the agency greatly search from and these selection and state 4A’s process. production websites. Those incentives. » The incentives 17 82% ...... 10 are clearly geared to reward companiesguidelines canfor makingbe accessed the decisionon the respective to produce ANA in a particular state. Incentive» 3.programs Finalist Phase » TRA ...... 19 Committees provide eyes, ears, and a voice: target the companies that fund productions and give final approval on the shoot location. In the feature film arena, ...... 12 As a follow-up to those guidelines, the ANA and 4A’s believe there is an Guidance Summary the largest recipients of these incentives are the major motion picture studios. More recently, advertisers have been 13 Appendix ...... participating. Savings can be achievedopportunity without to further sacrificing improve quality,the productivity as many ofstates the agency have beensearch/new very successful Task in Force building Members ...... 21 Q7. Currently, ratings for individual commercials are not available. Nielsen provides ratings for business process, for both agencies and advertisers, by developing specific the average of all the commercials in a program. How interested would you be in having ratings the production infrastructure required by the industry. bject of agency selection briefing available for each individual commercial? best practices guidance around the su Source: ANA 2011, Leveraging TV for Growth Survey throughout the entire agency selection process.

“Shooting in a production incentive state can give advertisers the opportunity to put more of their production dollars up on screen, while simultaneously investing in local economies.” John Lick The Benefits of Commercial Ratings Executive Producer, Broadcast Production Objective • The “eyes and ears” identify issues that the ANA should Target Corporation Co-Chair, ANA Production Management Committee ngs ANA members and other industry experts have identified numerous benefits for brand-specific commercial ratings. The intention of this document is to provide basic guidance for clients who are unfamiliar with the fundamentals ency during the agency selection process, and give clients experienced in agency selection briefi of briefing an ag Better Knowledge/Increased Accountability additional best practices to consider. • Commercial ratings would provide more granular data to better inform the decision-making process. • Marketing mix models could be input with brand-specific commercial metrics rather than averages (which may be made aware of (and perhaps take action on). or may not reflect the delivery for that specific brand) to provide increased accountability. Executive Summary

1 The Found Money of StateThe Commercial ANA/4A’s task Production force believes Incentives that every phase of a review, or agency search, requires a thoughtful briefing that provides specific direction to the agency. The review process should provide escalating information to the agencies as the review progresses from the initial phases (e.g., RFI, RFP, credentials) to the later phases (including any strategic and/or speculative work and finals presentations). Brand-Specific Commercial Ratings • The “voice” provides strong credibility to a position. Each review phase warrants different types and levels of client briefing information. Initial List/Request for Information (RFI) Phase

Think of the RFI phase as the ability to collect information that will help you preliminarily qualify a list of agencies for the final selection and eliminate agencies that don’t meet your criteria.

• The purpose of an RFI is to gather basic information about many agencies.

• At this point, you’re not asking the agencies to do any customized work beyond introducing themselves. • Share enough information about the search and your expectations as a client to allow the agencies to make an informed decision about whether this is a good fit. ANA surveys are based on topics identified by the ANA and its membership When the ANA (and our committees) has something to say, as critical issues and emerging trends that nearly all marketers face today. Access all ANA survey reports at: www.ana.net/surveys the marketing community takes notice and listens. The ANA welcomes input from committee members on leadership initiatives to consider. www.ana.net/committees www.ana.net/events