BAA's 36th Annual Marketing Law Conference is Largest Ever

CHICAGO, Nov. 10, 2014 /PRNewswire-USNewswire/ -- The 36^th Annual Brand Activation Association Marketing Law Conference – themed Navigating the Marketing Law Maze - concluded in Chicago after attracting the largest audience in the event's history.  Over the course of three days, more than 120 speakers led 57 sessions and 15 roundtables dedicated to the complexities surrounding the issues in social and digital media marketing, its increased meshing with targeted advertising, native advertising, and real-time marketing, and the complex and constantly changing legal landscape. 

In a fast-paced, multimedia presentation Ron Urbach, partner at Davis & Gilbert LLP, reminded the audience comprised chiefly of legislators, regulators and attorneys from leading firms and top corporations, "We practice real-time marketing and real-time marketing requires real-time lawyering."  He presented a practical primer on how lawyers should responsibly interact with the brands they represent in a digital marketing culture where "lines are blurred between conversation and advertising" and "uncertainty is the norm."  He linked the six marketing pillars of Brand Activation to the issues within marketing law and coined the phrase "Brand Activation Law".  The six pillars include retailer marketing, shopper marketing, relationship marketing, promotion marketing, influencer marketing and content marketing. 

The day's keynoter, LinkedIn's Head of Global Advertising Information Carine Roman, left the conference buzzing with a presentation that long time attendees called among the most informative ever delivered here.  Ms. Roman's address, entitled, "Demystifying the Advertising Landscape", was a comprehensive session that drilled down in to the digital advertising ecosystem from the points of view of publishers and advertisers.   The insider's look into how brands employ practical strategies to deal with these areas likened the demand side and supply side advertising platforms to the stock exchange with instantaneous trading of ads.

The rest of the day's activity included:

• The BAA's Chief Legal Officer, Ed Kabak summarizing the past year in the brand activation industry via a poem he penned and recited to kick off the day.  2014 was a landmark year in which the BAA became part of the Association of National Advertisers (ANA).
• A panel discussion among representatives of state Attorneys General and the Federal Trade Commission examining key issues for Federal and state regulators, and self- regulatory bodies.
• A lunchtime presentation by a multinational gathering of leaders from GALA (Global Advertising Lawyers Alliance).  The panelists discussed the industry's myriad compliance challenges in the global marketplace.  The session was entitled "Crossing Borders Without Crossing the Line".  Participating GALA representatives came from the U.S., Mexico, Japan, Australia, Poland and Venezuela and was moderated by Jeff Greenbaum, GALA President and managing partner at Frankfurt Kurnit Klein & Selz. 

"Our conference provides a focal point for our industry to catch its breath and discuss brand activation practices and technology that together evolve at a pace that make it challenging for all of us to keep up with." says Mr. Kabak.  "The industry's leadership understands its obligation to instill compliant and transparent practices and protect consumers; even before government regulations are in place. 

Bonnie Carlson, President of the BAA added, "The attendance and the content of this year's event – our first as a part of the ANA – have most of us believing this was the finest and most informative conference we've ever held." 

About the ANA
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, ANA's membership includes more than 600 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA pursues "collaborative mastery" that advances the interests of marketers and promotes and protects the well-being of the marketing community. For more information, visit www.ana.net.

About The BAA
The Brand Activation Association (BAA) — the rebranded Promotion Marketing Association (PMA) – is the national non-profit trade association dedicated to Brand Activation disciplines that convert strategies to building consumer bonds. Representing over $750 billion dollars in sales, these disciplines include Relationship Marketing, Promotion Marketing, Retailer Marketing, Experiential Marketing, Influencer Marketing, and Content Marketing. Founded in 1911, the BAA has championed this industry through its combination of research, education, advocacy, and collaboration opportunities. The organization's membership is comprised of Fortune 500 companies; top marketing agencies, law firms, retailers, and service providers, representing thousands of brands worldwide. The BAA is headquartered in New York City with its affiliate, the BAA Educational Foundation, Inc. For more information, visit www.baalink.org.

SOURCE Brand Activation Association (BAA)