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2014 ANA Masters of Marketing Annual Conference

This event is over.

Begins:Wednesday, October 15, 2014 at 12:00pm
Ends:Saturday, October 18, 2014 at 11:30am

Rosen Shingle Creek
9939 Universal Blvd.
Orlando, FL 32819


The agenda for the Masters of Marketing 2014 is available on the Masters of Marketing Conference Site.

Wednesday, October 15, 2014

Registration Opens

Gatlin Foyer


Welcome Refreshments  

Gatlin Foyer


The Mobile Marketplace  

Gatlin A1—A4 Foyer


School of Marketing Pre-Conference Innovation Labs

Gatlin A1–A4


ANA Members Only

  • Mobile Innovation Lab: Transform Your Mobile Marketing Roadmap
    An ANA/Mobile Marketing Association (MMA) partnership initiative
    Gatlin A1
  • Digital Innovation Lab: Evolve Your Marketing with Data
    An ANA/Adobe partnership initiative
    Gatlin A2 & A3

Available to All

  • Agency Innovation Lab: Reimagining the Agency of the Future
    An ANA/Advertising Educational Foundation (AEF) partnership initiative
    Gatlin A4

Welcome Reception: TV and Digital Get Hitched!  

Gatlin B


Opening Night Dinner  

Provided by Platinum Rye Entertainment and Primary Wave Management

Get ready for an electrifying evening with Academy award-winning and Grammy award-winning singer/songwriter/icon/rocker, Melissa Etheridge, performing all her classic hits as well as some new material from her highly anticipated studio album, This is M.E.



Post Reception  

Panzacola Foyer

Thursday, October 16, 2014




Things I Wish I'd Know Then

Join Kathleen Hall, GM of global advertising at Microsoft, for breakfast to kick off the beginning of a great day. She will speak to lessons learned from more than 30 years in the advertising business, drawing from her unique experiences in the industry and sharing, in her words, “Things I Wish I’d Known Then.” Taking us through her journey, Ms. Hall will reveal the real-world anecdotes and insights she’s learned behind building successful campaigns and the world of advertising, including why bigger isn’t always better, why relationships matter, and why not chasing the “new” is one of her driving principles.

Kathleen D. Hall

General Manager, Global Advertising

Microsoft Corporation


General Session

Bob Liodice

President and Chief Executive Officer


Gatlin C/D


Putting Brand Champions at the Center of Everything You Do

Placing your brand’s champion at the center of every business decision is not a new idea. But brands that live by this simple credo today are breaking through in challenging low-growth markets and finding new ways to grow. At General Mills, a new generation of marketers start with purpose-led brands and put their brand champions at the center of everything they do on behalf of the brand. Join Mark Addicks to learn how the makers of Pillsbury, Cheerios, Lucky Charms, Betty Crocker, Food Should Taste Good, Larabar, and Nature Valley brands start with real people to build relationships and follow their intuition to keep their brands relevant, meaningful, and truly useful.

Mark W. Addicks

Senior Vice President and Chief Marketing Officer

General Mills Inc.


Bringing Humanity Back to Air Travel

Very few marketers would look to airlines for inspiration. JetBlue, however, as winner of 10 consecutive J.D. Power Awards for best airline in North America, is one of the few airlines that offers a truly differentiated product. In this session, learn how JetBlue has continued to deliver outstanding service while growing to almost 90 cities across North, Central, and South America.

Marty St. George

Senior Vice President, Commercial

JetBlue Airways


Coffee Break  

Gatlin Foyer


General Session cont.

Transforming Marketing at Microsoft

In a mobile-first and cloud-first world, Microsoft is homing in on its unique ability to empower people to take advantage of technology so they can do more and achieve more as experiences increasingly span devices, services, and billions of sensors and screens. Customers and society expect Microsoft to maximize the value of technology while preserving values that are timeless. Marketing and marketers must help achieve the bold goals Microsoft has set while creating a group of rabid fans for both its products and the company itself. In his role as CMO, Chris Capossela is establishing an agenda to transform marketing at Microsoft. At this session, he will share his insights on the priorities for transformation while embracing what only Microsoft can contribute to the world.

Chris Capossela

Executive Vice President and Chief Marketing Officer


Gatlin C/D


American Licorice Finds Its Sweet Spot with Earned Reach

Driven by the rapid maturation and changing expectations of social and mobile media consumers, marketers must adapt strategies and develop branded content to fit within the inherent experience and individual nuances of various platforms. Meanwhile, challenges include increasing fragmentation of the media landscape, the rising cost of paid impressions on social, and end users’ growing wariness of overt advertising. At American Licorice, media strategies are constantly being evaluated and optimized to create meaningful experiences for consumers. Michael Kelly will share how, by focusing on the targeted application of paid media to amplify creative content with earned reach, American Licorice is triggering brand engagement with very limited budgets.

Michael Kelly

Media/Consumer Communications Manager

American Licorice Company


How Nissan is Building Global Brand Power

What needs to happen when a complex, major global business decides that increasing brand value is the core objective for its future growth? Nissan challenged itself to do just that when the company made “Brand and Sales Power” the foundation of its mid-term plan. Join Nissan’s head marketer, Roel de Vries, as he shares an inside look into the company’s progress toward improving the value of its brands while growing both the top and bottom lines. Learn how the company has set new global standards to manage the brand, drive more profitable relationships with customers, and optimize its agency’s performance and marketing investment. 

Roel de Vries

Corporate Vice President and Global Head of Marketing, Communications, and

Nissan Motor Co.





Keynote by Google

Kirk Perry, president of global client and agency solutions at Google, joined the company in 2013 after 24 years at Procter & Gamble. As a former marketer and general manager, he will share his perspective on what he would do differently now that he is on the “other side of the table” at Google, particularly with the changing digital landscape and more people using mobile phones as their primary device. He will also share stories and learnings from his time at both companies, and explain the value of investing where the consumer is going.

Kirk Perry

President, Global Client and Agency Solutions

Google, Inc.


General Session cont.

Gatlin C/D


Continuous Afternoon Coffee Break  

Gatlin Foyer


Placing Customers at the Center of Your (Marketing) Universe

To enable its customers’ business transformations as they prepare for the Internet of Everything, Cisco went through a significant transformation itself. The company shifted from being a provider of networking gear to a trusted business advisor that delivers industry solutions of hardware, software, and services. Cisco CMO Blair Christie realigned the worldwide marketing and communications organization with Cisco’s corporate strategy, a move that shifted the focus from marketing products to delivering specific customer outcomes. Concurrently, Ms. Christie and her team developed an innovative brand strategy, resulting in an award-winning brand campaign that moved Cisco up to No. 13 on Interbrand’s most powerful global brands list and to the No. 1 brand in Forbes. In this session, ANA President and CEO Bob Liodice joins Ms. Christie to discuss how Cisco redefined marketing’s role within the organization and transformed the company’s brand through new technologies, digital and social media, and 21st-century marketing disciplines focused on customer outcomes.

Blair Christie

Senior Vice President and Chief Marketing Officer



My "Aha!" About Brand Growth

Delivering his first speech at the ANA Masters of Marketing conference since leaving Procter & Gamble in 2008, Jim Stengel will discuss his ongoing, post-P&G enlightenment about what really drives brand growth. This enlightenment has been inspired by a six-year worldwide journey, during which he studied fast-growth brands, learned from students across the globe, and advised large and small companies on organic growth. Mr. Stengel will also reveal his recommendations for what he feels the marketers in the audience should “act on,” drawing from the lessons shared at the 2014 Masters of Marketing.

Jim Stengel

Founder, President, and Chief Executive Officer

The Jim Stengel Company, LLC




ANA Members-Only Business Meeting/Reception  

Open to ANA Members only

Butler & Butler Balcony



Gatlin Terrace


Dinner and Entertainment  

Featuring a live performance by Lady Antebellum.

With 747, Lady Antebellum's fifth album, the band captures the speed and spirit of its critically acclaimed live show in 11 new songs. Bandmates Charles Kelley, Hillary Scott, and Dave Haywood may have formed the group in Nashville, with all three singers harmonizing for the first time around Haywood's piano, but they earned their stripes on the road. That's where Lady Antebellum truly came alive, mixing the rootsy stomp of forward-thinking country music with the swooning, sweeping sound of three voices that were born to mesh.



Casino Night Post-Reception  

Sebastian J


After Hours Jazz Social (Limited Capacity)  

A Land Remembered

Friday, October 17, 2014

Fitness Run/Walk

Gatlin Terrace





Direct Mail and Digital Technology: Better Together

Today’s highly mobile consumers are transforming the marketing landscape. Increasing engagement with technologies such as augmented reality and near-field communication are changing not only how people receive information, but how they digest it. And the use of big data is making CRM and marketing automation strategies even more sophisticated. USPS is embracing these trends to fuel highly personalized, integrated, and effective direct mail campaigns that drive digital engagement. Join Ms. Manabe and Michael McLaren, chief executive officer of MRM//McCann, to discuss how brands can harness the power of direct mail and digital technology to create connected customer experiences that feed leads — and ultimately boost sales.

Nagisa Manabe

Chief Marketing and Sales Officer, Executive Vice President

United States Postal Service

Michael McLaren

Chief Executive Officer



General Session

Gatlin C/D


Winning the Revolution We Started

No question, Target faced some big challenges in the past year — from a cyber-attack and executive turnover to fierce competition and a snail-paced economic recovery in the U.S. But the lessons learned on the path to rebuilding consumer confidence and love are
for any brand. From talent and culture to technology and innovation, the company is challenging long-held beliefs to create the Target of tomorrow. Jeff Jones will share a look at where the brand is headed and the lessons learned along the way.

Jeffrey J. Jones II

Executive Vice President and Chief Marketing Officer



How Does America's No. 1-Selling Greek Yogurt Brand Maintain Its Leading Position?

When Chobani was founded, Greek yogurt was only 1 percent of the yogurt market. Now it comprises more than half of the category. Peter McGuinness, chief marketing and brand officer at Chobani, embraced the challenge to position the company as the leader of the category. Join Mr. McGuinness to hear how Chobani continues to innovate faster than its competition, and learn the ways its brand platform and beliefs help the company defend its dominant position in the category.

Peter McGuiness

Chief Marketing and Brand Officer

Chobani, LLC


Coffee Break  

Gatlin Foyer


General Session cont.

Kraft Harnesses Data to Drive Marketing Success

Kraft Foods was a data-driven organization long before big data became a mantra in modern marketing. Deanie Elsner shares how this predilection to use data to drive marketing decisions has evolved into a modern rewiring of the organization, in which data helps paint sharper pictures of its consumers. Kraft gains sometimes surprising insights that help it be more effective in connecting with consumers or lead to different strategies that radically change its effectiveness in marketing its brands. Ms. Elsner will showcase how Kraft’s Parallux — knowledge fueling action — influences marketing efforts on some of Kraft’s most iconic brands.

Deanie Elsner

Executive Vice President and Chief Marketing Officer

Kraft Foods Group, Inc.


Making the Complicated Simple

Simplification has never been more important, for both consumers and marketers. According to a recent study by the IBM Institute for Business Value, 79 percent of chief marketing officers expect a growing high degree of complexity over the next five years, but less than half feel prepared for it. While some would argue that the sheer size of financial services companies has led to issues, Anne Finucane and Bank of America assert there is a different enemy: complexity. For example, in 1980, the typical credit card contract was a page and a half long; today it is 31 pages. Ms. Finucane will discuss this challenge for marketers, as eloquently stated by Charles Mingus, albeit in a different context: “Making the simple complicated is commonplace; making the complicated simple... that’s creativity.” Join Ms. Finucane to discover how this large, diverse, and complex financial services company repositioned itself around the very simple idea that “Life’s Better When We’re Connected.”

Anne M. Finucane

Global Chief Strategy and Marketing Officer

Bank of America Corporation

Gatlin C/D


Disrupting a Category by Putting the Customer First

T-Mobile has single-handedly disrupted an industry through its “Un-carrier” strategy of defying “carrier” rules and putting the customer first. Its bold approach has struck a chord with consumers, making T-Mobile the fastest growing wireless carrier in America. Join “Un-CMO” Mike Sievert to learn how the brand managed this massive turnaround and intends to continue shaking things up in the wireless industry.

G. Michael (Mike) Sievert

Executive Vice President and Chief Marketing Officer

T-Mobile USA, Inc.


CMO Roundtable  

CMO Roundtable: Marketing in the Digital Age

Big data is useless without the ability to draw insights and use them to drive decisions. But are marketers and agencies alike suffering from data overload? Our distinguished panel of experts will debate the implications of “infobesity” and how to use data to improve marketing effectiveness and creative and drive business results. Panelists will also discuss the importance of cross-platform measurement and marketing mix modeling, the challenges and opportunities of the digital media supply chain, agencies in the digital age, and the need to hire the right talent.

Kevin Burke

Chief Marketing Officer, Core Products

Visa Inc.

Lisa Donohue

Chief Executive Officer

Starcom USA

Andrew J. England

Executive Vice President and Chief Marketing Officer

MillerCoors LLC

Jeffrey Hayzlett


C-Suite with Jeffrey Hayzlett

Stephen Quinn

Executive Vice President and Chief Marketing Officer

Walmart U.S.



Tennis Tournament  

Tennis Courts


Golf Tournament  

Shingle Creek Golf Course


Continuous Afternoon Coffee Break  

Gatlin Foyer


Afternoon Tea With The Internationalist 1000 and the ANA

Marketers around the World Reshaping the Future of Marketing

Industry leaders—who hail from the U.S. and elsewhere—are reshaping our understanding of marketing's expanding role throughout the world with innovative solutions to today's global brand possibilities that can inspire all of us to think differently.

Moderator: Deborah Malone


The Internationalist Magazine

Morten Albaek

Chief Marketing Officer and Group Senior Vice President of Global Marketi

Vestas Wind Systems

Barbara Basney

Vice President of Global Advertising and Media


Jason Hill

Director of Global Media Strategy


Benjamin Jankowski

Group Head, Global Media


Amy Lou

Global Brand Director


Gatlin B


ANA Member Representatives Reception

(Open to ANA Member Representatives ONLY)

Butler & Butler Balcony



Gatlin Terrace


11th Annual Evening of Inspiration Dinner  

The evening celebrates Meredith's commitment to the 100 million women they reach through their magazines and media properties and the influential role women play in all facets of our society. This year's special talent will be Annaleigh Ashford, a Tony Award winning performer, film, and television actress who will be starring in the upcoming Broadway revival of "You Can't Take it with You," alongside legendary actor James Earl Jones.

Gatlin C/D


Post Reception/Silent Auction  

Meredith will host a special silent auction to benefit CARE, the leading humanitarian organization where women are a vital part of their community-based efforts to improve basic education, increase access to quality health care, and expand economic opportunity for all.

Gatlin Terrace

Saturday, October 18, 2014


Gatlin C/D


The Importance of Context

In the rush toward greater efficiency and the trend toward scalable audience buying, marketers have rapidly embraced exchanges, networks, and DSPs as the new salvation. But the real holy grail of marketing is — and has always been — engagement with a brand’s likeliest consumers. Often overlooked in the efficiency discussion is the enduring need for trust, quality, and context. While automated buying is an exciting and logical development for our industry, and has earned a role in today’s marketing plans, inventory secured through intermediaries alone cannot match the impact and value of association with first-party, brand-enhancing content. Not all impressions are created equal, and ad fraud is of growing concern. Today’s savvy marketers recognize that a credible environment and relevant content are essential to brand health. Whether secured through direct-sold custom sponsorships or targeted inventory purchased through private exchanges, context deserves equal or greater weight in the media mix alongside data, targeting, and performance buying.

Mark Ellis

Senior Vice President, Corporate Advertising Sales

Time Inc.


Continuous Morning Coffee Break  

Gatlin Foyer


General Session

Gatlin C/D


From Purpose to Purchase: How American Standard Proved the Power of a Toilet

Despite its 150-year history in the kitchen and bath industry, the iconic American Standard brand had become uninspiring to consumers. To re-energize the brand, CEO Jay Gould set out to create purpose for both his employees and products by supporting the brand’s mission to raise the standard of daily living. He started a movement that proved people want to support companies that make a difference, with a strategy that tied the brand’s performance to its cause. Mr. Gould and Ed Klein of American Standard’s agency of record, 22squared, will share the award-winning strategy and purpose-driven campaign that encouraged the world to “Flush for Good” while achieving record sales for American Standard.

Jay Gould

President and Chief Executive Officer

American Standard Brands

Ed Klein

Executive Vice President and Executive Group Director



Heineken: Insights from Dos Equis' "The Most Interesting Man in the World"

Heineken USA and Havas Worldwide introduced The Most Interesting Man in the World as the face of Dos Equis in 2006, making this legendary character synonymous with the premium beer-maker and a global brand himself. This year, Heineken USA’s new company purpose — “brewing experiences that inspire legendary lives” — will transform the portfolio into a collection of brands that amplify individual identity and expression, much like what Havas Worldwide has done with Dos Equis. In this co-presentation, Heineken’s Dolf Van den Brink and Havas Worldwide’s Andrew Benett will discuss the sustained success of the Dos Equis brand as a result of one of the most effective marketing programs of the past decade, and how learnings from the Dos Equis brand have influenced strategy across the entire Heineken portfolio. They will also share how Heineken’s innovative marketing strategy has combated changing retail and consumer landscapes and led to sustained growth and tangible business results.

Dolf van den Brink

President and Chief Executive Officer

Heineken USA, Inc.

Andrew Benett

Global Chief Executive Officer

Havas Worldwide


hello products: A Friendly David-versus-Goliath Story

hello is a brand of “seriously friendly” oral care products, including toothpastes, mouthwashes, and breath sprays, that launched in April 2013. This company of fewer than 10 people has landed its products on some of the largest retailer shelves in the U.S. in record time, and is leading a valiant charge against titans such as Procter & Gamble, Colgate, and Johnson & Johnson. hello received the prestigious Good Design Award in January 2014 and was named to Inc. Magazine’s annual Most Audacious list as one of The 25 Companies That Are Changing the World. Founder and CEO Craig Dubitsky is obsessed with design, and has a history of advising, investing in, and creating transformational consumer brands such as Method and eos. Join Mr. Dubitsky to learn the inspirational hello story — which includes meaningful disruption in media and merchandising.

Craig Dubitsky

Founder and Chief Executive Officer

hello products


Turning B-to-B into Me-to-B: How Grainger Created an Emotional Connection to a Rational, Technical W

There is a common perception that B-to-B is both highly technical and inherently boring. Grainger, one of the world’s largest B-to-B retailers, found great success by getting inside the human story of maintaining facilities — manufacturing plants, hospitals, office buildings, oil rigs, etc. — and keeping these businesses running. Grainger’s Victoria Morrissey joins Chris Wall of its agency, Ogilvy & Mather, to talk about the human insight that led to an enormously successful marketing campaign, as well as the lessons that are relevant to anybody selling complex products in complex markets and facing the perception of commoditization.

Victoria Morrissey

Director, Brand Strategy & Advertising

WW Grainger

Chris Wall

Vice Chairman, North America

Ogilvy & Mather


Conference Adjournment

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