Masters of Marketing Annual Conference

This event is over.

That’s the focus of this fall’s 2010 ANA Annual Conference - The Masters of Marketing. The conference will be held on October 13-16, at the Rosen Shingle Creek resort in Orlando, Florida. Celebrating ANA’s 100th anniversary, this conference will bring the industry’s leading marketers together for a wide-ranging, no-holds-barred discussion about breakthrough growth powered by brand mastery that drives exponential sales, profitability, and share-of-market results.

View all content from this year's conference.


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Wednesday, October 13, 2010
12:00pm Registration Opens
1:00pm School of Marketing Workshops
  • Consumer Centric: Build your Competitive Advantage (St. John's 24)
  • New Media/Digital Marketing Workshop (St. John's22/ 23)


Welcoming Reception Sponsored by Facebook

7:30pm Sponsored by AETN
Performance by LeAnn Rimes


Post Reception Sponsored by Yahoo!

Thursday, October 14, 2010

Breakfast Sponsored by Google

Building the Google Brand
Google has successfully employed five strategies to build its brand and help unleash positive word of mouth. These strategies can be employed by any brand, large or small, and start with tried-and-true marketing approaches. The key is to determine what works for your brand and then "test, measure, learn, and optimize."

Jim Lecinski
Managing Director, U.S. Sales
Google Inc.


General Session

Procter & Gamble: Empowering Brands Through Design and Innovation
It is little surprise that the world's largest marketer and maker of products, such as Tide detergent, Pantene shampoo, and Olay moisturizer, is also the biggest advertiser in the United States. Despite price cuts to many of its brands during the "Great Recession," the $80-billion company managed to increase sales 7 percent in early 2010. With a brand portfolio spanning from pet food to perfume, P&G has succeeded in using "design thinking" and creative innovation to boost its brands. Marc Pritchard, Chief Marketing Officer of P&G, will explain how the company is implementing this strategy to deliver market share growth and increased sales in targeted consumer markets.

Marc Pritchard
Global Marketing Officer
The Procter & Gamble Company

Cisco "Flips" in the Midst of Recession
Cisco expanded its footprint, with its venture into the telepresence world five years ago and the more-recent, bold acquisition of Pure Digital's super simple Flip camcorder. eWeek recently reported that Cisco's next move may be to bring telepresence into the home, with a unit that works through the television. According to Forbes Media, targeting consumers intimidated by technology's complexity has enabled Cisco to tap into new sources of revenue during the height of the recession. Cisco's outstanding second quarter results included a 23 percent increase in earnings to $1.5 billion. The company's Senior Vice President of Corporate Marketing Marilyn Mersereau will explain how pursuing innovation has enabled Cisco to continue creating technology and generating profit.

Marilyn Mersereau
Senior Vice President, Corporate Marketing
Cisco Systems, Inc.

Kellogg Company - They're Grrrreat!
As usual, Kellogg is delivering a nice treat to investors this year-profit. According to a Credit Suisse analyst quoted in Advertising Age, "no other company has consistently grown returns on invested capital." Despite strong competition for grocery shoppers' dollars from store brands, Kellogg has managed to thrive due to brand reinvestment, a strong product line, and incredible popularity among consumers. Vice President and Global Chief Marketing Officer Mark Baynes will demonstrate how Kellogg's commitment to advertising is integral to the company's business model and key to the continued success of the world's largest cereal maker.

Mark Baynes
Vice President and Global Chief Marketing Officer
Kellogg Company

Coca-Cola: Serving Refreshing Innovation One Market at a Time
Coca-Cola's efforts to connect with consumers through the use of digital billboards, social media, in-store advertising, and high-profile television campaigns has certainly paid off. The world's largest drink maker leads globally in several key beverage categories and, according to The New York Times, the company continues to gain increased market share. As the beverage giant continues expansion into emerging markets abroad, Chief Marketing and Commercial Officer Joe Tripodi will explain how Coca-Cola is shifting to a "one on one" marketing focus and leading this new approach while working across many different geographies, cultures, and channels.

Joseph V. Tripodi
Chief Marketing and Commercial Officer
The Coca-Cola Company

12:30pm Luncheon Sponsored by NBC Universal

The Journey of the Idea
Where do breakthrough ideas come from? What inspires top creative minds? An esteemed group of NBCU innovators will discuss the "journey of the idea," from inception to results. They'll describe that eureka moment they experienced when coming up with the idea for a successful show, brand, or venture and explain how marketers can take advantage of ideas like this to elevate their brands and build their businesses.

Mike Pilot
NBC Universal Sales and Marketing

Jeff Zucker
President and Chief Executive Officer
NBC Universal

Bonnie Hammer
NBC Universal Cable Entertainment and Universal Cable Productions

Jason Kilar
Chief Executive Officer

Chris Meledandri
Founder, President
Illumination Entertainment

Tom Williams
Chairman and Chief Executive Officer
Universal Parks and Resorts

Lauren Zalaznick
NBC Universal Women and Lifestyle Entertainment Networks


General Session contd.

The Journey of Building a Brand that Endures
In this keynote, attendees will learn about Dell's journey to evolve its brand to deliver results that endure over time and support business growth. In a hyper-changing landscape filled with new acquisitions and new offerings, how does Dell remain focused and steadfast in its marketing yet true to a heritage that brought the company so much success? Former CMO Erin Nelson will share the challenges that Dell has faced in recent years and talk about three strategic areas of change that Dell has focused on over the past 18 months. Dell SVP and CMO Karen Quintos will talk about the path forward to ensure that the company's brand remains relevant to every customer, employee and stakeholder long into the future. In the coming weeks, Erin will leave her role at Dell to become the CMO of Bazaarvoice.

Erin Nelson
Former Senior Vice President and Chief Marketing Officer
Dell, Inc.

Karen Quintos
Senior Vice President and Chief Marketing Officer
Dell, Inc.

Are We Still on the Road to Economic Recovery?
A year ago many people were sounding the "all clear" on the economy: the recession was over, GDP was growing again, and soon all would be right with the world. This was, it turns out, premature. Avoiding utter catastrophe isn't the same thing as engineering a recovery. We're now facing a very hard slog, made more difficult by vast disagreements about what governments should be doing. Are we still on the road to recovery or are we looking at a prolonged economic siege?

Paul Krugman
Op- Ed columnist
The New York Times and Nobel Economics Prize Winner

Growth by Leveraging Multicultural Insights
With annual revenues of approximately $48 billion, Kraft Foods is a global powerhouse in snacks, confectionery and quick meals. The company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. Here in the U.S., an increasing number of those consumers come from multicultural segments, a reality that will become clearer with the release of 2010 Census data early in 2011. Graciela Eleta, Senior Vice President of Brand Solutions at Univision Communications, will highlight strategies for marketing in a multicultural nation by offering key principles for success in developing a total market strategy. Kraft Foods Executive Vice President and Chief Marketing Officer Mary Beth West will literally take us inside Hispanic lives to demonstrate how her organization is leveraging insights to consistently engage with Latina consumers in a meaningful and authentic way. Finally, moving from theory to practice, Howard Friedman will share the journey that Kraft Singles took to become a valued and trusted brand in Hispanic kitchens.

Howard Friedman
Senior Vice President, Marketing - Cheese Business Unit
Kraft Foods, Inc.

Graciela Eleta
Senior Vice President, Brand Solutions
Univision Communications

5:30pm ANA Members-Only Business Meeting/Reception Sponsored by Univision

6:30pm Reception for All Sponsored by Forbes Media

7:30pm Dinner Sponsored by Clear Channel Communications, Inc.
Performance by the Goo Goo Dolls

9:30pm "Game Night" Post Reception Sponsored by GSN

 Friday, October 15, 2010
6:00am Fun Run/Walk Sponsored by Fitness Magazine

7:15am Breakfast Sponsored by Starcom USA

Speaking LIKE People to Speak WITH People
Starcom asked ANA's Facebook community to vote on the buzzwords we should banish to get in touch with our human side, and at this breakfast we'll talk simply about the benefits of, well, talking simply. Though we know the industry won't change overnight, Starcom will share a limited quantity token of gratitude with those who support the idea that we do better work when we speak and think like people.

Lisa Donohue
Chief Marketing Officer
Starcom USA


General Session

Geico: Un-Boring Insurance
Shattering the notion that selling insurance has to be boring, Geico has revolutionized the insurance industry's approach to marketing. With more national television advertising spending than any other insurance provider, Geico insures about 10 percent of U.S. vehicles and over 9.5 million homes. As it steps up its hiring for hundreds of positions in 2010, Geico continues to grow steadily nationwide. Under the leadership of Chief Marketing Officer and Vice President of Marketing Ted Ward, Geico has successfully managed long-term, multitiered marketing campaigns and remains one of the most-visible brand advertisers. Mr. Ward will discuss how the company's use of different storylines and mixed messaging has helped establish Geico's reputation as a stable, trustworthy insurance company.

Ted Ward
Chief Marketing Officer and Vice President of Marketing
Geico Auto Insurance

John Adams
Chairman and Chief Executive Officer
The Martin Agency, Inc.

RIM Races To The Top
Research in Motion, designer and manufacturer of the BlackBerry, rose to the top 5 of the world's phone market for the first time in the first quarter of 2010. BlackBerry's ascension and increased market share occurred despite heavy competition from other smartphone makers. As consumers continue to rely on the BlackBerry as a secure way to communicate, get location information, store personal information, and shop on the go, RIM is sticking to its proven methods for achievement. BlackBerry Chief Marketing Officer Keith Pardy and Starcom MediaVest Chief Executive Officer Laura Desmond will discuss their strategy, relationship, and formula for success.

Keith Pardy
Chief Marketing Officer
Research in Motion (BlackBerry)

Laura Desmond
Global Chief Executive Officer
Starcom MediaVest Group

Loyal Investors Encourage Fidelity Expansion
Managing over $1.5 trillion for investing clients, Fidelity has clearly earned a great deal of investor loyalty. According to BusinessWeek, the world's largest mutual fund company has recently expanded beyond managing mutual funds into stock trading, retirement plans, and institutional money management. Jim Speros, Executive Vice President and Chief Marketing Officer of Fidelity Investments, will show how despite the challenging times confronted by the industry, the recent expansion of the company's organizational structure and acquisition of new assets has positioned the company for increased profitability.

Jim Speros
Executive Vice President and Chief Marketing Officer
Fidelity Investments

Target Strikes the Bull's-Eye
Target continues to serve as the choice discount retailer for many Americans who are searching for good quality products at an affordable rate, and investors are catching on. According to BusinessWeek, those who are expecting an improvement in the economy and a recovery in consumer spending tend to favor Target over any other discount retailer nationwide. Executive Vice President and Chief Marketing Officer Michael Francis will discuss how the company is working to balance making customers aware of the value it offers, while emphasizing superior merchandise and a pleasant shopping experience. Through its "Low Price Promise," the company now matches the advertised price on any product offered by a competitor in the same market.

Michael Francis
Executive Vice President and Chief Marketing Officer
Target Corporation

The Future of Advertising: Reinvention for Growth
In carving a path for sure-fire growth through a world of exploding new media and technologies, what is the future of advertising? Cindy Gallop, Founder and Chief Executive Officer of IfWeRanTheWorld and former BBH Chairman, tackles the question on everyone's mind, with some highly thought-provoking views on the new marketing reality, the interface between creativity and technology, how advertising agencies should be completely restructured, and what social media really means in the context of innovative, future-forward growth strategies.

Cindy Gallop
Founder and Chief Executive Officer


Golf Tournament Sponsored by Microsoft Advertising

Tennis Tournament Sponsored by Microsoft Advertising

CMO/Agency CEO Roundtable -
The Future of the Client/Agency Relationship

Sponsored by Nielsen

There is no more-important relationship in our industry than the client/agency partnership. Marketers' pursuit of growth is paramount-and agencies are among the most-valuable assets marketers have to achieve their growth goals. That partnership, however, has become increasingly strained. Key topics include:

  • Procurement-a wedge in productive relationships?
  • Compensation fairness.
  • Agencies' strategic readiness for digital, social, and mobile media.

A panel of experts will debate these issues and other concerns, reflecting upon their professional experiences as well as findings from ANA's recent agency compensation and procurement surveys.

Mark Leiter
President, Consumer Practices and Products
The Nielsen Company

Richard Costello
President and Founder

Eduardo Conrado
Senior Vice President and Chief Marketing Officer
Motorola Solutions

Lisa Cochrane
Vice President, Marketing

Brian Perkins
Corporate Vice President, Corporate Affairs
Johnson & Johnson

Chuck Porter
Chairman, Crispin Porter + Bogusky
Chair, 4A's Board of Directors

Andrew Robertson
President and Chief Executive Officer
BBDO Worldwide

Bill Tucker
Chief Executive Officer
MediaVest USA

5:45pm ANA Member Representatives Reception

7:00pm Reception for All Sponsored by Vevo


Dinner Sponsored by Meredith
Performances by Kate Baldwin, Janet Dacal, and LaChanze


Post Reception Sponsored by Meredith

Saturday, October 16, 2010

Breakfast Sponsored by Ogivly & Mather

"Enterprise Branding" A Powerful Growth Tool
Enterprise Branding-empowering employees and your company at large as brand spokespeople-has taken on greater urgency and importance in today's social media world. John Hayes and John Seifert, long-time client/agency partners, will talk about how Enterprise Branding can help build business, drive bottom-line results, and enhance corporate reputation, with real-world examples.

John Hayes
Chief Marketing Officer
American Express Company

John Seifert
Chairman and Chief Executive Officer
Ogilvy & Mather North America


General Session

Samsung: Experimental Marketing Driving Business Growth
Backed by Samsung's commitment to innovation, design, and corporate responsibility, Samsung CMO Ralph Santana will discuss how the company's technology is saturating consumers' lives through marketing programs and show how partnerships play a role in enhancing brand visibility. Several recent Samsung initiatives utilized successful partnerships to cross-promote and drive business sales. For example, as the official wireless partner at the 2010 Olympics, Samsung launched the Samsung Mobile Explorer program while simultaneously promoting a new mobile product with AT&T. Through this and similar initiatives, Samsung drove real, substantial growth and market saturation. In fact, Samsung reported record profits for the first half of 2010 and is expected to become the world's largest technology manufacturer by sales this year.

Ralph Santana
Senior Vice President and Chief Marketing Officer
Samsung Electronics North America


Amway: Building Business the American Way
Amway, the privately owned global direct sales company known for its network of salespeople who offer vitamins, beauty products, and other household staples door to door, has seen tremendous growth over the last few years. Due in part to their honed marketing strategy, Amway's revenue has grown almost every year since 2000, reaching record profits of $8.2 billion in 2009, a trend expected to continue through 2010. The company's marketing approach centers around a culture of brand acceptance and regional sales models that blend innovation, technology, and interpersonal relationships. Candace Matthews, Chief Marketing Officer of Amway, will discuss how the company's versatile marketing strategies have led to their recent successes in emerging markets.


Candace Matthews
Chief Marketing Officer
Amway Corporation


Darden Restaurants: Formula for Growth
By creating and growing enduring brands, Darden Restaurants has become the world's largest full-service restaurant company with more than 1,800 owned and operated restaurants in North America, including Red Lobster, Olive Garden, Longhorn Steakhouse, The Capital Grille, Bahama Breeze and Seasons 52. In fact, even as its competitors struggled during the difficult economic environment of the past few years, Darden achieved steady unit growth of 3 to 4 percent per year. Chief Marketing Officer John Caron will discuss what Darden has done to establish itself as a leader in the restaurant industry and how the company continues to build on its track record of innovative brand building in a new era of casual dining.


John Caron
Chief Marketing Officer
Darden Restaurants


TurboTax Proves That Social Marketing Drives Growth
With 11 percent growth in total returns this year, it's clear that more taxpayers are turning to Intuit's do-it-yourself TurboTax software. Chalk it up to the company's innovative disposition-achieving marketing firsts is a priority for TurboTax. The company tapped into various aspects of social media, connecting with millions of happy customers and prospective ones as well. TurboTax Social Media Marketer Seth Greenberg will present on the company's offline/online brand-response campaign, one of the largest in the marketplace. He will reveal how the company.


Seth Greenberg
Vice President, Global Media & Digital Marketing



Conference Adjournment