Getting the most out of corporate anniversary campaigns was the focus of the third Anniversary Marketing Summit, which brought together executives and managers from 31 organizations at Workspring in Chicago on Oct. 17.

Sponsored by heritage management agency The History Factory, the Summit offered information and advice on how corporate leaders can effectively implement such programs. The 55 attendees had access to networking opportunities, take-home materials and advice from leaders who have successfully leveraged anniversary campaigns.

The Anniversary Marketing Summit from The History Factory on Vimeo.

Speakers at the Summit included San Diego Zoo global chief marketing officer Ted Molter; Cargill global brand director Karen Kozak; Kevin Bishop, former VP of IBM Global Brand System; The History Factory founder and CEO Bruce Weindruch; and Max Lenderman, CEO of creative consultancy School.

The event’s presentations addressed such topics as engaging stakeholders through effective storytelling, making a company’s anniversary celebration an educational experience for its employees and using an anniversary campaign to articulate a company’s vision.

Industries represented at the event included professional sports franchises, food and beverage, wine and spirits, financial services, retail and healthcare and transportation.

Founded in 2014 as The Corporate Anniversary Forum by Lisa Alonge, the event was hosted in Chicago for the first time after being acquired by The History Factory and rebranded as The Anniversary Marketing Summit.