Thursday, July 12, 2018
7:30 a.m. – Registration
8:00 a.m. – 9:00 a.m. – Case Studies + Discussion
Join us for our quarterly Coffee + Case Studies event featuring two case studies from Carmichael Lynch and Best Buy. Open to members only, this is an intimate event (limited to 40 attendees – sign up early!) where you will have the chance to ask presenters questions and pick their brains about exactly how and why they did what they did.
Case Study #1: In 2017, the X Games came to Minneapolis – home of iconic snack brand Jack Link’s Jerky. To get there, most fans would have to pass through the city’s light rail stations. Intent on making a mark on all the skate punks and BMX heads who would be passing through, we created an immersive OOH experience that mixed core brand DNA featuring mythical woodland man-beast Sasquatch with the raw energy of skate culture. The goal: Make things the kids would want to steal. In the discussion, Alissa and Sarah from the agency team behind this experiential project will talk about how we took a cultural moment and created an insights-driven campaign that won hearts, and some shiny things, along the way.
Case Study #2: In May 2018, Best Buy launched its new marketing strategy and gained national attention for the refreshed branding. The launched celebrated their new rallying cry: “Let’s talk about what’s possible.” But how did they get there and why? Learn from two of Best Buy’s marketing leaders about the entire process, what they learned, and the end results.
Alissa Anderson, Group Account Director, Carmichael Lynch
Alissa Ausan Anderson is a Group Account Director at Carmichael Lynch, and an un-extreme athlete who appreciates an amazing kick-flip when she sees one. She has created disruptive work for brands like U.S. Bank, ExxonMobil, Kayak, UnitedHealth Group and Jack Link’s.
Sarah Poluha, Brand Strategy, Carmichael Lynch
Sarah Poluha is Brand Strategist at Carmichael Lynch. Her experience spans a variety of industries including Automotive, Financial Services, Health and Wellness, CPG, and Automotive. She blends astute observations with empathy and intuition to craft insights that connect us with the hearts of people and culture.
Jennie Weber, VP Brand Marketing, Best Buy
Jennie Weber is Vice President Brand Marketing for Best Buy Co. Inc. She leads the Brand, Channel and Segment Marketing teams including developing enterprise brand strategy, brand campaigns, holiday, promotional planning, customer lifetime value strategies including loyalty, local marketing, services and efforts supporting Best Buy Direct business. Ms. Weber has held a number of roles at Best Buy including category and services marketing. She also worked at BD’D, a boutique advertising agency focused on building brands, where she led the team working with key clients such as Dell, Wagner and Pulte Homes. Ms. Weber also led the marketing communications team at Telex Communications. Ms. Weber has a Bachelor of Arts in History from the University of St. Thomas, Saint Paul, MN.
Sam Bennett, Director of Brand Marketing, Best Buy
Sam Bennett is the Director of Brand Marketing for Best Buy Co Inc. She leads the strategic planning as well as brand campaign efforts for the organization. Sam was a key part of developing the brand strategy, seeing the work through the internal and external discovery process, through strategy development, creative articulation and employee roll-out. Prior to overseeing the brand strategy team, Sam led the creative services team, where she managed the creative strategy, agency oversight, and cross-channel execution for all brand and category initiatives. Sam also has significant agency-side brand strategy experience with brands including: American Red Cross, Walgreens, Southwest Airlines, BMW, Us Air Force, Marshalls and LL Bean. Sam graduated from Baylor University with a double major in English and Professional Writing.
219 North 2nd St, Suite 300, Minneapolis 55401
Free parking is available in the Monte Carlo parking lot until 9:30 a.m.
(Antenna is in the Northwestern Building in the North Loop. Street parking is available right out front on 2nd street, or via surrounding streets. Once you’ve entered the building, take the elevator up to the 3rd floor and we are in suite 300, to the right of the elevator.)
Members = FREE
Student Members = FREE