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IABC Atlanta: Golden Flames Panel
February 27, 2018 @ 11:15 am - 1:00 pm
$48GOLDEN FLAMES PANEL
Bassmaster Classic: A Newell Brands Case Study
The annual Bassmaster Classic is a three-day fishing spectacle featuring elite anglers from around the world. It’s one of the most prestigious events in the fishing industry and an opportunity for fishing brands to showcase new products, attract fresh consumers and build brand loyalty. Four of Newell Brands fishing brands, Abu Garcia, Berkley, Stren and SpiderWire, were present at the 2017 tournament (March 24-26). More than 115K attendees traveled to Houston, Texas for the event and millions of fans cheered on their favorite pros from home. Newell Brands needed to create engaging content to break through the competitive clutter of other brand sponsors to ensure its fishing brands were the social media channels of choice and drive consumer traffic to the booths.
“New Brand”: A Southern Company Case Study
In 2016, Southern Company successfully completed the acquisitions of AGL Resources and PowerSecure, formed new partnerships with Bloom Energy and Kinder Morgan, which expanded our reach to serve more than 9 million customers across the country. Southern Company’s corporate brand has evolved to represent the full energy portfolio. The previous brand strategy has been in existence for the past 20 years. Recent business expansion provided an opportunity to update our brand to reflect the company’s evolution and leadership in building the future of energy. Southern Company partnered with Lippincott, a global consulting firm to create and implement a new, overall brand strategy and visual design system.
Meet Our Speakers
Lee Birdsong
DIRECTOR, BRAND COMMUNICATIONS, SOUTHERN COMPANY
Lee Birdsong is the director of brand communication for Southern Company, one of America’s largest energy companies serving more than 9 million customers. In this role, she oversees brand, advertising and digital communications. She also leads Southern Company’s PGA TOUR sponsorship efforts and manages a 11-member communications team. Birdsong has been with Southern Company for 27 years. Prior to her current role, she led Southern Company and Georgia Power’s advertising, branding and sports marketing efforts.
Andrea Dempsey
ASSISTANT MANAGER, SOCIAL MEDIA AT NEWELL BRANDS
Andrea is an Assistant Manager of Social Media for Newell Brands, home to over 150 brands including Coleman, Rubbermaid, Sharpie and over 14 fishing brands. Her expertise spans across paid social, analytics, and content development. Andrea focuses her time on social strategy and campaigns for global fishing brands, with more than 1.3 million social media fans, to build brand loyalty, launch products and drive consumer acquisition. Recently, Andrea spearheaded a UTM tagging initiative, allowing the social team to collect data on social conversions to brand.com sites. Andrea previously worked at Ford Motor Company on the Lincoln brand.