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Recap: ANA Brand Activation Conference 2017

Lucas Stewart

The 2017 ANA Brand Activation was held in the Westin in Chicago,

Kicking off the pre-conference was Dr. Leo Kivijarv, EVP at PQ Media, who shared impressive growth numbers for the U.S. brand activation market in a preliminary look at his company’s Brand Activation Marketing Forecasting. The immense size of industry operator revenues and internal brand spending in Brand Activation Marketing is growing– and in 2016 was significantly more than Advertising and Trade Promotions

We heard the successes of some of the largest global consumer brands such as Coca Cola, Mars Chocolate, Dos Equis and more. They shared their most effective, integrated brand activation campaigns from the televised to the experiential and everything in between. The sessions featured innovative and even cheeky new methods of brand activation, exemplified by Tough Mudder’s session on using influencer and content marketing to drive registrations for their races through the mud.

The night of the pre-conference included the REGGIE awards Gala, where some of the most innovative integrated advertising campaigns were honored with the coveted metallic typewriter trophies.

One of the predominant themes in the conference was the effectiveness of powerful partnerships between companies in different industries. Ford and the NFL teamed up to evoke the toughness and endurance of the two brands. Fandango featured movie ticket promotions right on the packaging of some of America’s favorite CPG brands’ products, like Pepperidge Farm and Frito-Lay.

With these heavily integrated campaigns, it’s more important than ever to be able to unify your various marketing data– quickly and easily. Datorama was proud to be a sponsor at this brand activation event. Thanks to everyone who came and chatted with us at the booth!

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