ANA Innovation Day Presented By AETN

Host:
Mark Wolf
Director, Market Research
Guardian Life Insurance Company of America 

NEW PRODUCT INNOVATION THAT CAN ONLY COME FROM CONSUMERS 
In a revolutionary program where product development, product marketing, and consumer engagement intersect, vitaminwater meets Web 2.0. Vitaminwater will showcase the most-recent example--the "vitaminwater Facebook flavor creator program"--where vitaminwater encouraged its Facebook fans to choose and design the next variety through a brand application. In fact, vitaminwater just launched its newest variety “connect” (black cherry-lime with caffeine and eight key nutrients). The resulting ‘new flavor success story' could be considered an innovators dream come true.

Jason Harty
Brand Manager
Vitaminwater

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THE IMPORTANCE OF INNOVATIVE SOCIAL MEDIA FOR TRADITIONAL COMPANIES
Would you follow your health care company on Twitter? Over 55,000 people are currently following this forward-thinking company, drawn by a combination of the use of a like-minded celebrity spokesperson and the innovative use of social media tools and technologies that allow consumers to interact in a positive and engaging way and the tools that enable them to pass messaging on. It's especially difficult to create an engaging site for a product that you can't play with, that you can't test drive, so this company developed a series of social media entities that allowed users to engage with a health care company in nontraditional ways, developing a personality and voice outside of typical means of communication.

A spirited discussion will take place regarding this program. It created an open forum for conversations and turned control over to customers, which most companies are wary of doing. The challenge (and chutzpah) of presenting a continuing social media program to internal constituents given that there is no definitive ROI.

Kelly Colbert
Marketing Strategy Director
WellPoint

Avery Carroll
Senior Vice President, Digital Creative Director
Deutsch

Carol Roth
Vice President, Account Director
Deutsch

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MINI COOPER A CASE STUDY – HOW INNOVATION CHANGES THE GAME
For seven years, MINI Cooper has been one of the world’s most innovative brands. They have built an incredible following through nontraditional means. This peek under the MINI Cooper hood will reveal that innovation is at the heart of everything the company does. The team from MINI Cooper and their agency Butler Shine Stern & Partners will discuss how, through their approach to innovation, they were able to create relevance with all categories of consumers to build one of the most-conic brands in the world.

Kate Alini
Marketing Communications Manager
MINI USA, BMW of North America

Edward Cotton
Director of Strategy
Butler, Shine, Stern & Partners

Networking Lunch

APPLYING NEUROSCIENCE RESEARCH TO MEASURE AD EFFECTIVENESS 
A&E Television Networks is partnering with NeuroFocus, a leader in neuroscience research, to conduct a series of studies which explore how emotional engagement with program content impacts advertising effectiveness. Hear from Marcela Tabares, AETN's head of ad sales research, as she reveals case studies that provide insight into the priming effect of various types of programming formats, the neurological effectiveness of brand integrations, and how a multiplatform campaign impacts brand resonance as it unfolds across screens.  And see the science in action as they demo the technology that helps marketers get closer to the truth.

Marcela Tabares
Vice President, Ad Sales Strategic Insights Research
AETN 

Michael Smith
Partner, Consulting Practice
NeuroFocus, Inc.

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HOW TO GENERATE GROWTH THROUGH THE DESIGN OF BRAND EXPERIENCE
Brand perception and relevance can shift at a rate that far outpaces most organizations' ability to manage it.  Organizational silos, media fragmentation, globalization, viral communication, increased competition-all present challenges that further emphasize the need for consistency and clarity.  It's tougher than ever to create growth through identity, advertising, and messaging alone.  Products, services, experiences, messages, and other intangible variables are creating or even destroying relationships with your customer. Join IDEO Designer and Practice Lead Clark Scheffy, on how to integrate the value of design thinking and asking the right questions into your creative process.

Clark Scheffy
Senior Design Lead, Consumer Experience Design Practice
IDEO

7 CRITICAL ELEMENTS FOR MARKETING INNOVATION
From the creation of the 800-pound gorilla advertising campaign and the launch of MyRetirementShop.com to galvanizing companywide communications during the economic meltdown of 2008-2009 and hosting thought leadership events that have included the likes of Paul Volcker, innovation is integral to the way AXA Equitable positions itself in the marketplace. Over the last several years, the company has moved into uncharted territories-delivering "marketing as service" programs that have become far more successful than even they anticipated. During this session, AXA Equitable will condense innovation into seven critical elements that not only transcend industries, but also leave attendees inspired to take on new and different marketing challenges

Barbara Goodstein
Executive Vice President, Chief Innovation Officer, Chief Marketing Officer, Chief Digital Officer
AXA Equitable Life Insurance Company

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