CHICAGO, Nov. 7, 2014 /PRNewswire-USNewswire/ -- The first full day of the 36th Annual Brand Activation Association (BAA) Marketing Law Conference saw several of the nation's leading attorneys, marketers and legislators speak to their peers on a broad array of topics including native advertising, privacy, BIG DATA, and a host of legal and ethical issues specific to their industry. The annual event attracted a record crowd of more than 700 participants.
The 2014 conference is the first since the BAA became a division of the Association of National Advertisers (ANA). "We gather for the first time under the ANA banner," said BAA President Bonnie Carlson in her opening remarks, "a clear indication that brand activation is a growing priority for advertisers."
Ms. Carlson welcomed the crowd to the organization's "new home" and detailed the greatly expanded benefits and services now provided to members.
The rapid evolution and growth of the industry was cited many times through nearly twenty speeches, workshops, roundtables and panels. Among the day's more noteworthy presentations were:
- The annual overview of key legal developments in marketing/advertising law from Linda Goldstein, a partner at Manatt, Phelps & Phillips. Her comprehensive presentation began with changing fundamentals when she explained the continued emergence of digital media as the common thread to deliver the pillars of brand activation and how consumers have become an active marketing medium. She also discussed legal concerns about the dissemination of sensitive private data citing several cases in point. She called Native Advertising the "buzz word du jour" while recognizing its tendency to blur the lines between advertising and content which she expects to complicate the legal landscape; especially since it is happening in real time. In closing, she told the industry leaders present in the room, "Our job is to guard the waters."
- A keynote address delivered by the Director of the Federal Trade Commission's Bureau of Consumer Protection, Jessica Rich. The remarks concentrated on future FTC policy and enforcement. Ms. Rich recounted numerous instances of deceptive advertising practices and stressed the importance of full disclosure in print and tv ads by leading brands. She called privacy "more challenging today" and noted the FTC's ongoing mission to oversee big data, privacy, and safeguard sensitive information. She also discussed numerous pieces of pending legislation supported by the FTC while observing that too many companies are still without appropriate safeguards to protect consumer security.
- A team of attorneys from Loeb & Loeb LLP led by partner Ken Florin discussing privacy by design and the quest, as cited by Mr, Florin, called "optimizing data to keep up with the pace of change." Florin explained in detail the incredible proliferation of smart "connected devices" such as cars, the Apple watch and the like. The team included a "product guy" who knows the intricacies of a client's product and how the consumer connects with it; an "assessor" who analyzes the data a company collects and shares; and an "international data collector" in recognition of brand activation's global playing field. The need for such depth of advice was explained by the group's belief that, "We live in times that we've never seen before. The present puts the Industrial Revolution to shame."
"It seems like we break an attendance record every year. 2014 is no exception," said Ed Kabak, Chief Legal Officer of the BAA. "With today's content, I'm confident that this will not just be our biggest conference ever, but our best."
The BAA is a division of the ANA. Industry professionals and the general public are invited to keep up with the highlights at www.baalink.com, or Tweet/share pictures of the conference by adding hashtag #BAALaw2014 or by downloading the BAA 2014 Events Mobile App available through the Apple or Android app store.
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)