With more than 20 organizations at this year’s Anniversary Marketing Summit in May planning their own anniversaries, the event brought together marketing leaders from Jack Daniel’s, Cargill, The National Hockey League, and Guinness World Records to share corporate anniversary campaign strategies.

“A successful anniversary campaign must deliver against clear objectives,” said Jack Daniel’s global brand manager and TAMS 2018 speaker Jamie Butler, a news release reports. “Here at Jack Daniel’s, that meant having a defined target audience, being fully integrated throughout the business plan and embraced at all levels of the company.”

Other 2018 speakers included Karen Kozak, Cargill VP of global brand, Dan Piro, NHL digital asset archives director, Keith Green, Guinness World Records VP of marketing and commercial sales, and Bruce Weindruch, History Factory CEO and founder.

“Anniversaries are increasingly recognized by marketers and communicators as more than just a milestone to celebrate,” said Weindruch, the release reports. “In an era in which authenticity is more critical than ever to earn the trust of their stakeholders, the best companies and brands approach their anniversary as a strategic opportunity to tell their story with depth and substance.”

The Summit’s goal is to create a community of senior-level executives and managers in marketing, communications and branding to learn from each other and provide insider knowledge on how to shape a strategy, craft stories and build a plan for their own upcoming anniversaries.

“People who work at some of these companies that are planning [anniversary campaigns] don’t necessarily realize that there are many other folks going through the same thing,” said Green, in the release. “To get everybody under one roof to hear some of the best practices and ways that they can elevate their brand through these campaigns and learn from others is key.”

“There’s nothing like it, and I think that’s what separates The Anniversary Marketing Summit from anything that’s out there,” Green added.

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