Duck Season: The Magic Formula for Becoming a Household Name
Zuna will discuss the evolution of the Aflac "Duck" and "You Don't Know Quack" campaigns with a focus on business outcomes, impact on the insurance marketplace, transformative affect on company culture, and the integrated marketing and communications mix in place today.
Michael Zuna is Vice President of Marketing for Aflac US, a FORTUNE 200 company. Aflac is the number one provider of supplemental insurance in the United States and the leading provider of insurance in Japan in terms of policies in force. Mr. Zuna is responsible for the company’s branding as well as its business-to-business, business-to-consumer, and customer relationship marketing.
He is also charged with leading sales events and contests for a sales team that exceeds 70,000 independent agents, as well as brand partnership and promotions. Since joining Aflac in 2009, Mr. Zuna assumed a lead role in the company’s latest ground-breaking, fully-integrated marketing campaign, “You Don’t Know Quack”.
Prior to joining Aflac, Mr. Zuna was the managing director of Saatchi & Saatchi New York, the largest agency in the company’s 150-office global network representing clients such as Proctor & Gamble, General Mills, JCPenney and MillerCoors.
Jon Picoult
Founder and Principal, Watermark Consulting
The Top Five Reasons Why Customers Are Tuning You Out
Having trouble getting your message across to customers? Find that your attempts to communicate are falling on deaf ears? In today’s PDA-enabled, Twitter-obsessed, e-mail barraged, 500-TV channel world, it can be tough for any business to capture consumers’ attention. But the sad fact is, many companies fail to capitalize on some basic approaches that would help them to better understand and communicate with their customers. In this presentation, you’ll learn why consumers often tune businesses out and you’ll discover how companies can change this dynamic so that when they talk, their customers listen.
Jon’s specialty is in helping organizations better understand, interact with, and impress their customers. His insights on maximizing organizational performance have been featured in leading print and online publications, including The New York Times, Forbes, National Underwriter and Workforce Management. Having personally walked in the shoes of leaders from nearly every customer-facing business function, Jon has gained a unique perspective on how to synchronize organizational silos to favorably shape a brand, drive excellence in the consumer experience and cultivate customer loyalty.
Pam Grossman
Creative Planning Manager, North America - Getty Images
Getting Real: Visual Trends in Financial Services Communications
As a member of the global Creative Research team, Pam has unique insight into the meaning, application and impact of imagery – photographs, illustration and film -- around the world today. Using the information derived from researchers around the world and custom-designed forecasting methods, plus the wealth of data generated by www.gettyimages.com, Pam is able to identify -- and perhaps even helps to shape -- the visual language of tomorrow. The current and future trends identified in turn supplying advertising, marketing and publishing professionals with imagery that will resonate strongly with target audiences and sway purchase decisions.
Pam first joined Getty Images in November 2003 and has frequently been invited as a guest speaker and consultant on visual trends at Fortune 500 companies and conferences, including Google’s in-house global creative team, Bank of America, MetLife, Fidelity, HOW Design Conference and The American Marketing Association. Pam is a graduate of N.Y.U. with a degree in Cultural Anthropology.
Cory Brady
Managing Director, Client Service and Strategy, Mom Central Consulting
From ROI to SOI (Sphere of Influence): Measuring Success of Social Media Campaigns
Cora started her career in the Marketing department of the NBA’s Toronto Raptors. She then moved on to manage Community Relations for the NHL‘s Toronto Maple Leafs. In 2001 Cora brought her promotional marketing and sponsorship experience to the agency side overseeing Client Services and Strategy for clients in the U.S. and Canada including: Coca-Cola Limited, Weston Bakeries, Thomas Cook Travel, ADP North America, Molson USA, Popeye's, and Baxter's Food Group.
In early 2009, Cora took a winning business venture plan to Mom Central USA, to launch the company’s Canadian office. Mom Central Canada was quickly launched, with the mission to connect brands and companies with the ever-powerful and influential Mom target consumer. In just over one year, Mom Central Canada boasts top tier clients that include: P&G, Kimberly-Clark, General Mills, Health Canada & PepsiCo Inc. Cora has a B.Sc. from Dalhousie University and a postgraduate diploma from Boston College Carroll School of Management.
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Patrick Kuhse
International Speaker, Trainer and Consultant - Speaking of Ethics
From Prominence to Prison: Why Smart People Can Do Such Dumb Things
Patrick Kuhse is one of the most in-demand speakers on business ethics and critical thinking skills in America today. A favorite in the financial services community and on college campuses, his dynamic presentation takes you on his own personal journey, from successful stockbroker with a loving family and home in the suburbs of San Diego, to the jungles of Costa Rica as an international fugitive, to incarceration in two countries and back again.
Patrick’s business ethics and critical thinking skills presentation is a fast-moving combination of stories, engaging examples, spontaneous humor and concrete, practical ideas and strategies that guarantee results. He shares how seemingly unimportant decisions created havoc in his life and the lives of loved ones, and then masterfully ties his poignant messages together using examples taken right out of today's headlines. He will highlight common ethical dilemmas in the financial services and insurance industry and discuss why people make bad ethical decisions. He will also provide insight on how to define, develop and control your own ethical behavior.
Shel Holtz, ABC 
Principal, Holtz Communication + Technology
Edge Content and the Wisdom of Crowds
Marketers have taken mass communication for granted. In fact, mass communication has been a temporary aberration. Enabled by digital media, we have returned to the kind of communication in which we engaged before the Industrial Revolution: communication between people within communities. The ability for anyone to publish also heralds the end of the era of the destination website as the attention of audiences shifts to content created by other individuals.
To adapt, organizations need to learn to engage where their customers are rather than try to drive traffic to their increasingly irrelevant websites. In this eye-opening keynote address, online communications authority, IABC Fellow and five-time Gold Quill Award winner Shel Holtz, ABC, will explore these transitions and the ways organizations can influence customer decisions through these increasingly influential networks.
Michelle Bernhart
President, True Blue Communications
Brand, Reputation, and Responsible Business: Best Practices for Communicating Corporate Responsibility
When it comes to communicating corporate responsibility, there’s no shortage of challenges. The NAIC has required insurance companies to report on climate change-related risks. Public trust in corporations has reached record lows. The meteoric rise of green marketing has been met with greenwashing claims by regulators and others. Demands for transparency and disclosure have increased. And communication budgets have shrunk.
In this environment, communicators need clear guidance on best practices and ways to avoid ineffective campaigns, unnecessary risk, and greenwashing. This session will explore best practices in corporate responsibility communications, including fundamental principles, available tools, and real-life examples of what works—and what doesn't.
Don Ranly, Ph.D.
Professer Emeritus, Missouri School of Journalism
What Do You Mean By That? 16 Ways to Improve Our Communication
Someone calls you a socialist. What is your response? Two questions are always most useful: What do you mean by that, and how do you know that? This presentation will help you maintain your sanity in an unsane world.
Don Ranly, Ph.D., is professor emeritus of the Missouri School of Journalism where he taught for 32 years and was head of the magazine program for 28 years. He has an M.A. in journalism and an M.A. in speech from Marquette University, a certificate in film, radio and television from New York University and a doctorate in journalism from the University of Missouri.
He is co-author of News Reporting and Writing (9th ed.), Telling the Story: The convergence of Print, Broadcast and Online Media (4th ed.) and Beyond the Inverted Pyramid (all with Bedford/St. Martin's) and author of Publication Editing (Kendall/Hunt). He has compiled a book of readings The Principles of American Journalism (Kendall/Hunt). In addition to teaching writing, editing and publishing courses at the Missouri School of Journalism, his academic areas included the principles and ethics of American journalism and General-Semantics.
Ian Heller
Senior Partner, Real Results Marketing
Eat the Stunned
While many experts urge companies not to cut marketing in a recession, the current climate makes that advice difficult to justify. This session will review lessons from several companies that have grown share during this recession, highlighting specific actions they’ve implemented to take business from competitors, many of whom are too “stunned” to react. Attendees will get a detailed look at a survey of marketing VPs that identifies what’s working and what’s not and how aggressive leaders are positioning their firms to prosper in the upcoming turnaround.
Ian Heller has served as the VP, Marketing for W.W. Grainger, Inc., Corporate Express and Newark Electronics, as well as EVP, E-Commerce for a division of GE Capital, where he was named a “hi-potential” executive. Ian holds an MBA from the Kellogg School at Northwestern University where he was elected commencement speaker by his classmates and selected to receive the prestigious Distinguished Service Award for peer leadership by the Dean’s office.
Since founding Real Results Marketing, Inc. in 2004, Ian has helped dozens of publicly held and private equity owned companies develop and implement leading-edge business and marketing strategies, including True Value Company, United Rentals, Tractor Supply and many others.
James Wisdom
Senior Manager, New Media – Aflac U.S.
The Power of Authenticity: Transforming Brand with Social Media
James Wisdom joined Aflac in 2009 as senior manager of Aflac New Media. He has an extensive background in internet marketing, social media and e-commerce and is an expert in the development and execution of cross-channel marketing to drive awareness and interaction between customers and brands.
At Aflac, James is responsible for developing and implementing creative and innovative online marketing initiatives that engage both current and prospective customers. His wide-ranging experience in e-commerce content, social media and digital marketing gives him a thorough understanding of the online patterns and behavior of today’s Web-savvy consumers, making him an essential member of the Aflac team.
Since joining Aflac, James has led the overhaul and re-launch of aflac.com – an effort that resulted in two Webby awards for online excellence. He also led the Aflac Duck’s highly successful foray into social media and conceived the largest and fastest-growing Facebook Cause campaign, which generated a record-breaking $1.16 million in donations to the Aflac Cancer Center.
Before joining Aflac, James helmed the led digital marketing and ecommerce efforts of some of the world’s most respected companies, including QVC and Accenture, where he led projects for Best Buy and United Airlines. He has also driven innovation with results for Philip Morris, GE and Johnson & Johnson.
James E. Lukaszewski, ABC, APR, Fellow PRSA
Chairman and President, The Lukaszewski Group Inc.
How to Develop a Strategic Mindset: Your Key to a Seat at the Table
What are you doing to achieve more influence on strategy and key decisions? Do you really have the mindset to get your boss to listen? This dynamic and highly interactive session is about these two questions and more. Jim Lukaszewski’s inspiring approach will help you look inside yourself to see what you need to accomplish or change to become an effective strategist. He will discuss techniques and strategies for getting important matters before important people, being influential within your organization, selling ideas, and helping management stay focused. The goal: to get you to the table earlier in the decision-making process and invited back more frequently.
James E. Lukaszewski (loo-ka-SHEV-skee) is Chairman and President of The Lukaszewski Group Inc. He is a corporate troubleshooter who counsels company leaders facing career-defining problems such as scandal, succession, high-profile litigation, and criminal prosecution.
A prolific author, his newest book, Why Should the Boss Listen to You?, was published by Jossey-Bass in 2008. He has published 25 monographs on critical communication subjects since 1994, hundreds of articles throughout his career, and a four-volume Crisis Communication Management System in 2005. His name was listed in Corporate Legal Times as one of "28 Experts to Call When All Hell Breaks Loose," and in PR Week as one of 22 "crunch-time counselors who should be on the speed dial in a crisis."
Elizabeth Francy Demaret
Managing Director, International Services Group - Arthur J. Gallagher & Co.
Global Insurance Panel
Elizabeth is the Managing Director of Gallagher’s International Services Group Niche. She oversees Gallagher’s International retail operations and assists clients with the development of international and global insurance programs. The International Services Group also manages Gallagher’s Optimus network.
Elizabeth has more than twenty years of experience in global insurance placements. Before joining AJ Gallagher, she worked at a national brokerage firm as Vice President of the Global Operations Department. Prior to becoming a broker, Elizabeth spent several years at major International carriers as a business development manager and in various underwriting positions.
Elizabeth has been a speaker at RIMS, REBEX and other Industry meetings since 1996. She is quoted in Business Insurance and other trade publications on global insurance issues. She is the author of several global insurance articles published in Best’s Insurance Review, Claims Magazine, Risk and Insurance Magazine and Lloyd’s List. She has been seen on Nightly Business Report on PBS discussing Supply Chain Risk Management. She was named one of Business Insurance’s Women to Watch in 2005.
Elizabeth was the first woman Chairperson for the World Federation of Insurance Intermediaries. She took office in March, 2009 and in March, 2010 became the Immediate Past Chair. Through WFII, Elizabeth works with world Intermediary associations as well as the International Association of Insurance Supervisors (IAIS).
Elizabeth has a Bachelor of Arts degree in economics, political science and urban studies from the University of Richmond. She also attended the Institute of Public Administration in Dublin, Ireland and worked as a legislative aide to former Prime Minister John Bruton.
Sabia Schwarzer
Head of Communications, Allianz SE in North America
Global Insurance Panel
Sabia Schwarzer joined Allianz in 1996, as regional head of communications and marketing for Asia- Pacific, in Singapore. There she was responsible for setting up the marketing and communications departments in the region, defining an overall strategy that would put the Allianz name on the agenda of decision makers across the region. Her work included educating the media on basic principles of insurance and asset management, and introducing them to Allianz--a widely unknown name in the Asia Pacific market. She also set up internal and cross cultural communications that would help the region unite under an Allianz identity as well as define marketing strategies, respecting local joint-venture brands. Sabia moved to Washington D.C., in March 2000, where her first project was Allianz's listing at the New York Stock Exchange.
Since then, Sabia has worked as head of communication for Allianz SE in North America, covering a wide range of internal and external communication topics, including litigation communication, change management and public affairs. Sabia is a board member of the Allianz Foundation for North America, she is also the recipient of the "Diversity in Leadership" Award from Youth Bridge New York.
Before joining Allianz, Sabia worked as a radio and television reporter for various international outlets, among them the BBC World Service and Radio Television Hong Kong. She has a Masters degree in American Literature, Economics and Political Sciences. Having grown up on various continents, she is fluent in German, Urdu and Hindi.
Andrew MacKinnon
Senior Vice President, Zurich Global Corporate, Foreign Casualty
Global Insurance Panel
Mr. MacKinnon has spent over 30 years in the Multinational Casualty insurance market, where he has held various management positions. Mr. MacKinnon graduated from Florida State University with a Bachelor's Degree in Risk Management and Insurance. He has extensive experience in working on Multinational accounts of all sizes and complexity with exposures all over the globe.
In his current role at Zurich, he is responsible for the overall Strategic Management of Zurich Global Corporate in North America Foreign Casualty providing all Casualty Lines for U.S. based Multinational customers doing business outside the U.S. Located in Philadelphia, Pa., Mr. MacKinnon has National responsibility for this important growth segment for Zurich American Insurance Company.
Mark Friedlander
Director, Corporate Communications – The Main Street America Group
Moderator: Global Insurance Panel
Mark Friedlander heads the corporate communications function at The Main Street America Group, a super regional property-casualty insurance carrier that operates in 24 states. In this role, Friedlander oversees the company’s communications strategy and program development. His responsibilities include managing the company’s internal, external, executive and Web-based communications functions, as well as its social media initiatives. He is also the company’s media spokesperson.
Friedlander’s career has included significant corporate communications and marketing roles at several premier Fortune 100 financial services companies including Arthur Andersen, Prudential Financial and HSBC North America. He also has extensive public relations agency experience. Friedlander began his career as managing editor of the Chicago Bear Report, a weekly publication that covered the Chicago Bears and National Football League.
Friedlander is a board member of the Insurance Marketing Communications Association; vice chair of the Institute for Business and Home Safety Communications Committee; member of the Trusted Choice® Company Partner Advisory Committee; member of the Jacksonville, Fla., Regional Chamber of Commerce Board of Governors; and a general member of the International Association of Business Communicators and Public Relations Society of America.
Rick Schlegelmilch
Senior Director, Insurance Marketing Services – LexisNexis Risk Solutions
Beating the Competition via Marketing Analytics:
Deeper Views into Your Prospect and Customer Universe
Rick Schlegelmilch is senior director in the marketing division of LexisNexis Insurance Data Services, an Atlanta-based provider of unique data, innovative analytics and proven software solutions for the insurance industry.
Mr. Schlegelmilch’s primary role is the management of client relationships for LexisNexis Insurance Data Services. He is responsible for the development of marketing programs to support new customer acquisition, growth and retention initiatives for LexisNexis Insurance Data Services client base. He leverages more than 30 years experience in the insurance and financial services industries, with more than 20 years focused on managing consumer marketing programs for financial institutions.
During his career at LexisNexis, Rick has served in various leadership roles including vice president of the relationship management group and vice president of the strategic marketing group. He originally joined the company’s predecessor, Customer Development Corporation in 1988, where he rose up in management roles from senior account supervisor for client services to vice president of client services.
