2016 ANA Masters of Marketing Conference

By any measure, the ANA Masters of Marketing Conference is the industry’s foremost annual event, attracting upward of 3,000 attendees. For three days, a who’s who of chief marketing officers and other industry movers and shakers will share their remarkable stories of how they built brands, leveraged the expanding array of media, made marketing more accountable, and improved the quality of their marketing organizations. “The speakers are best in class, and you walk away from every presentation either more informed or smarter on a particular topic,” remarked one past attendee.  Learn how today’s leaders of the marketing community are creatively using traditional and digital marketing tools, evolving technologies, content, and data to reach target audiences and grow their brands. In addition to insightful presentations, the conference includes a wealth of networking opportunities and great day-time and evening activities.

The hashtag for this conference is #ANAMasters.


Start: Wednesday, October 19, 2016 at 12:00pm

End: Saturday, October 22, 2016 at 12:00pm


Rosen Shingle Creek
9939 Universal Blvd.
Orlando, FL 32819

Main Hotel: Rosen Shingle Creek
SOLD OUT. Waitlist information will be provided under the “Important Information” section of your conference registration email.

Please note an authorization of one night's room and tax will be taken on your card thirty (30) days prior to your arrival date. Debit Cards will show a debit in your account at this time. Any reservation with a declining credit or debit card will be subject to cancellation. In the event that you do not arrive on your requested arrival date listed above, the card given at the time of booking will be charged for your full stay. All reservations must be cancelled at least 30 days prior to arrival in order to avoid a cancellation charge of your entire stay.

Overflow Hotel: Rosen Centre
SOLD OUT. The ANA Has negotiated a special room rate of $229/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email.

Overflow Hotel: Rosen Plaza
The ANA Has negotiated a special room rate of $209/night. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email.

The cut-off date for all hotels is Monday, September 26, 2016, after which prevailing rates apply. Complimentary shuttles will be provided between the Rosen Shingle Creek, Rosen Centre, and Rosen Plaza.

Registration Pricing

ANA BAA/BMA Gold BAA/BMA Silver BMA Individual Non Member
Live Stream Registration ANA $595 BAA/BMA Gold $595 BAA/BMA Silver $645 BMA Individual $695 Non Member $695
Conference Registration ANA $1,795 BAA/BMA Gold $1,795 BAA/BMA Silver $2,195 BMA Individual $2,495 Non Member $2,495
Registrant Events
Golf Tournament ANA $196 BAA/BMA Gold $196 BAA/BMA Silver $196 BMA Individual $196 Non Member $196
Tennis Tournament ANA $30 BAA/BMA Gold $30 BAA/BMA Silver $30 BMA Individual $30 Non Member $30

ANA Members & BMA/BAA Gold Members may take advantage of special corporate pricing of $2,995 for up to four members from the same company. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is BMA/BAA member and here at http://www.ana.net/members/list to see if your company is an ANA member.

For issues processing your registration or other frequently asked questions, please refer to  this page.


Wednesday, October 19, 2016
12:00pm Registration Opens

Gatlin Foyer
1:00pm Golf Tournament

Shuttles will be provided to and from Rosen Shingle Creek and Grand Cypress Golf Course. Shuttles will start running at 12:15pm from the Rosen Shingle Creek Golf Pro Shop and run throughout the tournament.

Grand Cypress Golf Course
Tennis Tournament

Tennis Courts
2:00pm School of Marketing Preconference Workshops

• The Talent Disconnect: Building the Next Generation of Marketers
ANA/Advertising Educational Foundation (AEF) Symposium partnership
Instructors: Facilitator - Paul Kurnit, Chief Executive Officer at PS Insights and Professor at Pace University; Keynote- Chris Macdonald, President, McCann North America and Vice Chairman of the AEF Board of Directors; and Panelists
Gatlin A1 - Open to All

Marketers and Agencies are desperate for "job-ready" talent. Colleges and universities are struggling to prepare students for careers in a disruptive world. The symposium will debate the disconnect between what students are learning and experiencing in universities and what employers say they need from their future employees.

• MarTech Essentials: The Latest on how People, Processes & Creative Messaging Techniques are meeting the Marketing Stack
ANA/Deloitte Digital partnership
Instructors: Alan Schulman, National Director of Brand Creative & Content Marketing, Deloitte Digital; Nick Reggars, Director of Content Strategy, HEAT SF
Gatlin A2 – Open to All

As more marketers adopt programmatic media and data driven messaging, what do you as a marketer really need to know to drive greater personalization and creative messaging techniques in the coming year? Join this immersive workshop to help you see how marketers are leveraging real time data, personalization and marketing stack integration to deliver 1 to 1 messaging, real time content marketing and programmatic creative on a more emotional level.

• Discovering Programmatic for Real World Application
ANA/Quantcast Real Time Academy partnership
Instructors: Rich Wing, Global Director of Sales Training, Quantcast; Kate Lord, Senior Sales Trainer, Quantcast
Gatlin A3 – Open to All, with the exception of competitive DSPs, DMPs

In this interactive workshop, participants will learn the ins and outs of the programmatic ecosystem and be able to speak confidently and intelligently about the space, and discover the opportunities and challenges of programmatic/RTB and use of data to improve ROI. Participants will walk away with a comprehensive "Programmatic Checklist" to be prepared to ask the right questions to stay informed on important industry issues and new technologies.

• Insights2020 Workshop: Using Insights to Drive Customer Centricity
ANA/Kantar Vermeer partnership
Instructors: Pandora Lycouri, Partner, Kantar Vermeer; Arifa Sheikh, Associate Director, Kantar Vermeer
Gatlin A4 – Open to All

Mentioned in the 2016 Harvard Business Review article "Building an Insights Engine", Insights2020 is a global marketing leadership initiative that includes contributions from over 10,000 marketers across 60 markets. Its focus is to find the key drivers of over-performing organizations, in correlation to customer centricity. Using these findings, this highly interactive workshop will help participants learn how to align insights and analytics strategy, structure and capability to drive business growth. This workshop will provide a strategic framework and practical guidelines to help define the role of insights and analytics in driving business strategy and growth. Participants will also work together to benchmark their organizations against the Insights2020 over-performers and discuss the steps needed for them to achieve true customer centricity.

Gatlin A1-A4
6:00pm Opening Reception

Gatlin Terrace
7:30pm Dinner  

Sebastian J-L
9:30pm Post Reception  

Location TBD
Thursday, October 20, 2016
7:00am Breakfast  

Sebastian J-L
8:00am General Session


Bob Liodice
President and Chief Executive Officer ANA
Gatlin C/D


Procter & Gamble's Chief Brand Officer Marc Pritchard will share how the world's largest advertiser continues to raise the bar on creativity to build successful global brands today. Mr. Pritchard will offer perspective for the marketing community, clients, agencies, publishers, and tech companies by answering these questions: Does creativity still matter? Are we giving consumers the experience they deserve or are we accepting mediocrity? And, can we come together and thrive in a new world of opportunity?

Marc Pritchard
Chief Brand Officer Procter & Gamble


Not afraid to tell it like he sees it, Gary Vaynerchuk is an entertaining, thought-provoking business practitioner— part marketer, entrepreneur, agency owner, social media guru, and internet personality. Join him as he discusses the notion of marketing in the year we live in and betting on one's strengths to ensure a path to success and happiness. Fresh out of college he took his family wine business, WineLibrary, and grew it from $3M to a $60M in just five years. Now he runs digital agency VaynerMedia. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding investment fund VaynerRSE. His #AskGaryVee show focuses on marketing, social media, and entrepreneurship, reaching a weekly audience of more than 100,000 people.

Gary Vaynerchuk
CEO VaynerMedia
10:00am Coffee Break

Gatlin Foyer
10:30am General Session Cont.


Marketing, at its best, doesn't just tell a brand's story, it shapes it. But there are challenges that stand in the way of shaping a compelling story and connecting with people today: an ever-changing business environment, complex organizations, and many stakeholders behind every decision. In this session, Pio Schunker will discuss the way marketing can influence everything, from a brand's product approach and innovation process to its corporate culture.

Pio Schunker
SVP, Global Head Brand Integrated Marketing Samsung Electronics
Gatlin C/D


Affecting a turnaround for one of the world's most iconic brands requires a lot more than a simple marketing campaign. It involves a multitiered reassessment of the business on all levels, and significant change in process, approach, investment, and resourcing. Join McDonald's CMO Deborah Wahl as she shares the company's journey to build a better and more relevant brand. In this engaging presentation, Ms. Wahl will detail how McDonald's is firing on all cylinders to move from a traditional advertiser to a mass personalized brand, listening and responding to customers, being more accessible and engaged, using a more flexible, fast, and efficient approach, making change faster, and innovating for the future.

Deborah Wahl
U.S. Chief Marketing Officer McDonald's Corp.


"We are stronger together than we are apart." Verizon Communications' Diego Scotti puts this into practice every day by bringing the most talented and diverse people to the table to address the needs of the brand. Join Mr. Scotti as he shares his unique approach and steadfast determination to continuously create collaborative environments to bring the most competitive, disruptive, and nimble solutions to the marketplace. And based on the sheer size of Verizon, it is not as easy as it sounds.

Diego Scotti
Executive Vice President and Chief Marketing Officer Verizon Communications
12:25pm Luncheon  


The lines separating TV and online video have all but disappeared. People are watching “TV” content on their phones, and “online” content on their TVs. This shift in viewership means brands need to shift their video strategies. Hear from Tara Walpert Levy, Vice President of Agency and Media Solutions for Google, about how YouTube is building for this new environment, creating the best video experience for 4” and 40” screens alike.

Tara Walpert Levy
Vice President, Agency and Media Solutions Google
Sebastian J-L
2:00pm General Session Cont.


In this customer-driven economy, brands that lead with a social purpose at their core are thriving. They recognize that today's consumer seeks purpose beyond the traditional methods of charity, volunteerism, and random acts of kindness. In fact, consumers are not just expecting big business to define a social purpose for their brands, they are demanding it, as demonstrated by purchasing decisions and loyalty choices. In this session, CVS Health Chief Marketing Officer Norman de Greve will discuss the dynamic market forces creating the conditions for purpose-driven brand-ing. He'll also review how CVS is building a game-changing brand that embeds purpose into the core of its business model, values, and corporate decision-making, and share CVS Health's win-win marketing strategies for connecting brand purpose with consumer demand and behavior and for driving reputation and business success.

Norman de Greve
SVP, Chief Marketing Officer CVS Health
Gatlin C/D


How do you create a compelling content ecosystem that engages a global fan base 24/7? Join WWE's Stephanie McMahon as she provides insight into the global entertainment powerhouse's strategies for growth over the past 50 years. The chief branding officer will discuss how WWE continues to engage and reinvigorate its fan base by offering compelling content that allows for multi-platform engagement, combined with an understanding of consumer insights and the shift in consumption. Whether it was pioneering pay-per-view in the 1980s, launching the first live streaming OTT Network, or earning a place as one of the most powerful brands on social media, Ms. McMahon will cover what lessons WWE has learned about keeping an audience engaged across multiple generations and content platforms.

Stephanie McMahon
Chief Brand Officer World Wrestling Entertainment, Inc.
5:30pm Member's Only Business Meeting

Butler / Butler Balcony
6:30pm Reception  

Gatlin Terrace
7:30pm Dinner and Entertainment  

Sebastian J-L
10:00pm Casino Night

Gatlin B
Friday, October 21, 2016
7:00am Breakfast  

Sebastian J-L
8:00am General Session


Bob Liodice
President and Chief Executive Officer ANA
Gatlin C/D


Much of what marketers discuss today evolves around two thoughts: content and data, and the role both play in driving business. While we often think of data for the rational/quantitative side, MasterCard has used data to grow brand differentiation through the famous "Priceless" campaign. MasterCard CMO Raja Rajamannar will show how the evolution of data use has successfully moved MasterCard from a brand that merely tells stories to one that makes stories, as an enabler and action force multiplier to fuel continued growth.

Raja Rajamannar
CMO MasterCard


For more than 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that "You Can Be Anything." In this session, Mattel's Juliana Chugg will provide an update on Barbie's journey to becoming a global brand. Additionally, she will share the brand perception shift she has seen through these efforts.

Juliana Chugg
Executive Vice President and Chief Brand Officer Mattel, Inc.
9:45am Coffee Break

Gatlin Foyer
10:15am General Session Cont.


What do Leonardo Davinci, Albert Einstein, and Benjamin Franklin have in common? They were all ambidextrous — and able to embrace truly expansive new ways of seeing the world. Brand marketers have much to learn from people born with the rare ability to use both hands equally. Smart marketing means figuring out which tools to keep, and which need to be totally reimag-ined. Using mass media and guerilla marketing. Competing globally and acting locally. Owning a mass identity and diving into precision e-commerce. In this session, learn about the power of am-bidextrous marketing, with compelling examples from Johnson & Johnson brands that show how this new duality can redefine brand management for the 21st century.

Alison Lewis
Global Chief Marketing Officer, Johnson & Johnson Consumer Johnson & Johnson
Gatlin C/D


Edwin Bragg shares Shake Shack's unique origin story and how its novel approach has changed communities, defined a new "fine casual" restaurant category, and fostered a passionate, growing number of fans. Born 15 years ago as part of an art project to reinvigorate Madison Square Park in New York City, Shake Shack joined the mission to bring people back to the once beautiful park. Since then, the modern day "roadside" burger stand has become a beloved brand with a cult-like following at home and around the world.

Edwin Bragg
Vice President of Marketing & Communications Shake Shack


To "Stay Giant," Georgia-Pacific applies story framework, including brand purpose, as a strategic approach to storytelling across all its brands, from Angel Soft and Quilted Northern to Dixie and Brawny. Join Douwe Bergsma to learn how, in the big land of more, this small brand succeeded to stand out with less.

Douwe Bergsma
Chief Marketing Officer Georgia-Pacific Corporation
12:15pm Luncheon  

Michelle Klein
Head of North America Marketing Facebook
Sebastian J-L
1:45pm General Session Cont.


At Fidelity Investments, driving sustained growth and momentum is much more than about creating great advertising. It's about creative thinking, finding and eliminating friction points, and reshaping experiences in ways that surprise and delight consumers. Find out how you can become more creative and think differently about advancing your business by leveraging practical advice from Jim Speros, one of the innovators in the financial services industry.

Jim Speros
Executive Vice President, Corporate Communications Fidelity Investments
Gatlin C/D


Despite the strides made in recent decades to accurately portray women and women's issues in the media, an unconscious bias against women and girls persists in advertising, media, and programming. According to new research from the ANA's Alliance for Family Entertainment (AFE), which studied the representation of women in the media and the impact it has on consumer behavior, if women were more accurately portrayed, consumers' intent to purchase could increase by more than 30 percent. This session will provide a deep dive into the issues surrounding women in advertising and discuss ways that marketers can take a proactive role to ensure the visibility of women and girls in advertising is authentic and inspiring.

Pam El
Chief Marketing Officer NBA
Greg Revelle
Chief Marketing Officer Best Buy
Kathy Ring
Chief Executive Officer Starcom USA
Stephen Quinn
Chairman Alliance for Family Entertainment


This initiative from The Internationalist and the ANA enables marketers to learn more about programs that define new marketing thinking as they contribute to literally doing good, while creating deeper customer relationships, enhancing brand growth, and demonstrating the importance of the marketing function within the corporation.

Are you embracing this new way of marketing?

Lean about inspiring case studies and global initiatives from brands around the world, while a panel of leading marketers will also discuss how their programs got off the ground.

Deborah Malone
Founder The Internationalist
5:30pm Member Representatives Reception

Butler / Butler Balcony
6:30pm Reception  

Gatlin Terrace
7:30pm Dinner and Entertainment  

Sebastian Ballroom
10:00pm Post Reception & Silent Auction  

Sebastian Foyer
Saturday, October 22, 2016
7:30am Breakfast

Gatlin C/D
8:15am General Session


Tomorrow's CMOs need to win toe-to-toe discussions with finance and their boards of directors and definitely link marketing to revenue rather than have it treated as a cost center. Join Ameritrade's Denise Karkos and MarketShare's Wes Nichols as they reveal what's needed — and what to avoid — in the toolkit for next-generation CMOs. Discover the difference between golden and "fool's gold" solutions. Ms. Karkos and Mr. Nichols will lay out the right framework, as well as a set of vendors, that should be deployed. Their advice gives CMOs the precise toolkit needed for making fact-based decisions in an increasingly complex array of sales channels, marketing channels, and technology-laden consumers. Learn the unvarnished truth on how to bring more transparency, objectivity, and fact-based decisions to your team and company.

Denise Karkos
Chief Marketing Officer TD Ameritrade
Wes Nichols
Co-founder MarketShare, a Neustar Solution
Gatlin C/D


See how one company ignited its purpose to spark a national movement. With three-quarters of Americans reporting stress about money, SunTrust Banks, Inc. saw an opportunity that aligned with its DNA, and took action to make a difference in people's lives. The result? Hundreds of thousands of people have taken a step to build financial confidence. From a Super Bowl ad that didn't sell products to a social media campaign filled with storytelling, SunTrust is capturing attention and inspiring change, and building its brand and business along the way.

Susan Somersille Johnson
Corporate Executive Vice President and Chief Marketing Officer SunTrust Banks, Inc.
9:50am Stretch Break

Gatlin Foyer
10:05am General Session Cont.

Gatlin C/D


Sherwin-Williams has revolutionized the way people shop for the perfect color. From its suite of category-changing ColorSnap Visualizer apps to its newly enhanced ColorSnap Studio color-selection spaces in-store, Sherwin-Williams continues to put the customer at the center of every-thing it does. And in so doing, it has helped convert the challenge of the color selection experi-ence into empowerment, translating to higher customer satisfaction. Ellen Moreau will join digital agency partner Kelly Mooney, CEO at Resource/Ammirati, to discuss the company's journey to date for evolving with ever-changing technologies and consumer needs.

Ellen Moreau
SVP, Marketing Communications Sherwin-Williams
Kelly Mooney
CEO Resource/Ammirati


With more than $850 billion in managed assets, TIAA is one of America's largest financial services companies. Serving millions of people in the academic, medical, and other nonprofit fields, TIAA just might have been the largest company you'd never heard of. For years TIAA was largely the only choice in the sectors it served, and did not have to dedicate many of its resources to market itself. Then the world changed — from deregulation and market turmoil to customers' emotional connection to their finances and a shift to complex and more self-direct financial portfolios. Hear CMO Connie Weaver discuss the immersive process TIAA went through to assemble world-class marketing partners and deliver a fully integrated TIAA brand rebirth this year.

Connie Weaver
Executive Vice President and Chief Marketing Officer TIAA
11:20am Conference Adjournment

Gatlin C/D

Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancelation. Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.

     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.