2017 ANA Masters of Marketing Conference

 

Growth: Mastering Brands and Driving Results


By any measure, the ANA Masters of Marketing Conference is the industry’s premier annual event, attracting more than 2,500 attendees. For three days, a who’s who of CMOs and other industry movers and shakers will share their remarkable stories of mastering brands and driving results in ways that didn’t even seem possible a few years ago. As one past attendee noted, “This is unquestionably the biggest and best gathering of senior marketers in the country, and it a great opportunity to confirm and learn about the latest trends and recent best practices.” You will walk away from each presentation feeling more informed and inspired about using traditional and digital marketing tools, evolving technologies, content, and data to reach target audiences and grow market share. In addition to the distinguished speakers, enjoy a wealth of networking opportunities, golf and tennis, evening entertainment, and much more.

Top 3 Reasons to Attend:


1. The only marketing conference focused exclusively on growth. Successful business growth takes knowledge, creativity, and the right resources. Every second of our programming is devoted to helping you expand your business.

2. The best-in-class speakers. Hear from CMOs at P&G, Samsung, JPMorgan Chase, Cadillac, KFC, State Farm, Under Armour, Walmart, Weight Watchers, Lane Bryant, and other leading companies.

3. The great networking and entertainment. We’ve got tennis and golf tournaments, lavish dinners, productive coffee breaks, and special evening entertainment to be announced.

 

The hashtag for this event is #ANAMasters.

when

Start: Wednesday, October 4, 2017 at 1:00pm

End: Saturday, October 7, 2017 at 11:30am

WHERE

Marriott Orlando World Center
8701 World Center Drive
Orlando, FL 32821

The ANA has negotiated a special room rate of $269-319/night, based on room type. 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 is Monday, September 18 2017, after which prevailing rates apply.

Registration Pricing

ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
Conference Registration ANA $1,895 Associate Gold $1,895 Associate Silver $2,295 Associate Individual $2,595 Non Member $2,595
Registrant Events
Golf Tournament ANA $196 Associate Gold $196 Associate Silver $196 Associate Individual $196 Non Member $196
Tennis Tournament ANA $30 Associate Gold $30 Associate Silver $30 Associate Individual $30 Non Member $30

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $3,195 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 an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.

To register for the Golf Tournament, please send this form to registration@ana.net
To register for the Tennis Tournament, please send this form to registration@ana.net

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



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 4, 2017
12:00pm Registration Opens

1:00pm Golf Tournament

Tennis Tournament

Tennis Courts
2:00pm Conference Kickoff Sessions

The conference will kick off with three simultaneous sessions.  Each will run for an hour (2-3pm), followed by a 15 minute break, and then each will be repeated (3:15-4:15pm), ultimately providing conference goers the opportunity to attend two of the three sessions. The sessions are:

  1. THE CHALLENGER BRAND ADVANTAGE
  2. DATA AND THE IDEAL STATE OF MEASUREMENT
  3. AEF SYMPOSIUM – BRANDS IN CRISIS: AUTHENTICITY, RELEVANCE AND THE QUEST FOR SAFETY 

THE CHALLENGER BRAND ADVANTAGE

What more could a challenger brand ask for…than to be fifth in a category defined by a group of leaders called “The Big Four?” That’s the situation professional services firm Grant Thornton found itself in, and has fashioned itself as the ultimate challenger brand as a result. Grant Thornton found that breakthrough growth would require the organization to take bold, innovative steps to build its brand with potential customers.

In an industry sometimes viewed as commoditized, the firm placed big bets on culture, technology, and people. That has begun to pay off, with record growth, earnings, employee retention, and reinvestments in the firm. Bringing this to life was a core tenet and challenge of the firm’s new marketing strategy – one that has aimed to break the industry mold and create brand permission in a congested market.  Grant Thornton and agency gyro will shares the journey the brand has taken and offer tactical recommendations for other challenger brands.

John Harmeling
CMO Grant Thornton
Mike Hensley
President gyro Chicago

DATA AND THE IDEAL STATE OF MEASUREMENT

Earlier this year, Marc Pritchard, chief brand officer at P&G, identified digital measurement as one of his four challenges to the industry and a requirement for P&G’s digital ad spend.  By pushing measurement and accuracy to the forefront of the digital conversation, every brand marketer should be asking, “How accurately am I reaching my target audience?”

With the technology to capture real-time data across the Internet, it’s time to rethink the ideal state of measurement. Data accuracy significantly affects the outcomes of a marketing plan, but given the complexity of the digital ecosystem, it’s hard to know where to start.  To succeed, marketers need to know how data affects their business and understand where their data comes from, so they can know where their messaging is going.  This session will present a comprehensive overview of where data comes from and why it matters to measurement.  

Cathy Novelli
Head of Brand Products Quantcast

AEF SYMPOSIUM – BRANDS IN CRISIS: AUTHENTICITY, RELEVANCE AND THE QUEST FOR SAFETY

The 2017 AEF Symposium will focus on brands in crisis at a time when brand relevance, trust and safety are under attack. With a keynote address and panel of experts we will explore and extend best practices and formulas for successful brand and audience connections. Attendees will emerge from the session with new ideas and methods they can adopt immediately to protect their brands and compete most effectively in this new world of marketing. More details to come.

6:00pm Opening Reception

Falls Deck Pool
7:30pm Opening Night Dinner  

Entertainment provided by Westwood One, featuring a special performance by 2016 Rock and Roll Hall of Fame inductee Cheap Trick. One of the most influential class rock bands of the past 50 years, Cheap Trick has sold more than 20 million records worldwide, received 40 gold and platinum recording awards, and performed over 5,000 shows. Rock out to some of the band’s greatest hits, including "I Want You To Want Me," "Dream Police," and "Surrender."

Palms Ballroom
10:00pm Post Reception

Thursday, October 5, 2017
7:00am Breakfast  

Palms Ballroom
8:00am General Session

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Cypress Ballroom

BRAND BUILDING AS A FORCE FOR GOOD AND GROWTH

The industry needs more market growth since it drives the majority of all company growth and lifts all boats. Growth is shifting and disruption is accelerating. It’s more important than ever to raise the performance needed to win with the people we serve. The bar has never been higher for better creativity and better innovation, fueled by partnerships and productivity, to drive growth and create value. And brands now have a higher order expectation to fulfill — they need to take on broader issues that are important to people and the world we live in. Brands need to be both a force for good and a force for growth.

Marc Pritchard
Chief Brand Officer Procter & Gamble

WHAT'S THE NEW MARKETING PLAYBOOK?

Today’s CMO must be a data scientist, technologist, media planner, and media company. The days of dialing up the GRP load, sponsoring a golf tournament, and calling an agency to do everything are over. But that means there’s never been a more awesome time to be a marketer. There have never been more tools, tech, and ways to connect with consumers. CMO Kristin Lemkau shares how JPMorgan Chase is leveraging this time of opportunity to develop a new marketing playbook to make sure it keeps its position as a market leader.

Kristin Lemkau
CMO JPMorgan Chase
10:15am Networking Coffee Break

Foyer
10:45am General Session Cont.

Cypress Ballroom

THE RETAIL SHAKE UP: WALMART'S REBOOT OF A LEGACY BRAND

Walmart has been saving people money for more than 50 years. With that rich heritage comes tension between what the brand was and what it will become in the face of a rapidly changing retail landscape. Disruptor or disrupted? Join Tony Rogers, CMO at Walmart U.S., for an insider’s look into how the world’s largest retailer is disrupting by staying connected to the brand’s DNA, modernizing the narrative, transforming to meet customers’ needs, and shattering perceptions of the brand — all while helping people save money and live better.

Tony Rogers
Chief Marketing Officer Walmart

RESTORING AN ICONIC LUXURY BRAND

Join Uwe Ellinghaus, CMO at Cadillac, as he describes its mission to restore the 115-year-old automaker as an iconic global luxury brand. With headquarters now situated in SoHo, New York, Cadillac is well placed in one of the world’s most cosmopolitan cities and is transforming itself to be more relevant to today’s luxury consumer. During this presentation, Mr. Ellinghaus will discuss the brand’s vision, positioning, its 10-year plan for growth, progress achieved thus far, and momentum from strategic investments that set the stage for future growth.     

Uwe Ellinghaus
CMO Cadillac

PLUS IS EQUAL: HOW BODY EQUALITY BECAME A NATIONAL CONVERSATION

To overcome the last acceptable form of bias – “fat shaming” — Lane Bryant in 2015 stepped up to champion plus-size women and show them as they see themselves: beautiful, sexy, and proud. Join Brian Beitler, EVP and CMO at the plus-size fashion retailer, to learn how it led its customers “out of the closet” and changed media and fashion category norms, challenged misperceptions around body image, and confronted the issue with a most progressive marketing effort. Discover how Lane Bryant combined the power of digital, social, and traditional media to shift the conversation and make an impact beyond the bottom line.

Brian Beitler
EVP and CMO Lane Bryant, Inc.
12:30pm Luncheon  

Jim Lecinski
Vice President, Customer Solutions Google
Palms Ballroom
2:15pm General Session Cont.

Cypress Ballroom

SESSION TBD

Pio Schunker
Senior Vice President, Head of Global Brand Marketing Mobile Communications Business, Samsung Electronics

TRANSPARENCY, HUMILITY, AND MANAGING THE NARRATIVE OF AN ICONIC BRAND

While the 2016 World Series victory by the Chicago Cubs is hailed for ending the longest drought in all of professional sports, what is less known is the dramatic role that savvy business management and brand marketing played in helping to deliver this improbable result. Alison Miller, the Cubs’ VP of marketing, and David Selby, president and managing partner at SCC, the Cubs’ agency, discuss the inside story of managing the narrative of the team’s brand as it evolved from “lovable losers” to world champions over a brief but intense four-year period. They will share the brand strategy, story, and advertising; how transparency, humility, and a deep sense of understanding combined to invite fans along on this incredible journey; the impressive results that occurred both on and off the field; and how the narrative pivoted for the 2017 season.

Crane Kenney
President, Business Operations Chicago Cubs
David Selby
President and Managing Partner SCC
4:00pm General Session Adjournment

5:30pm Members-Only Business Meeting  

6:30pm Reception  

Falls Deck Pool
7:30pm Dinner and Entertainment  

Palms Ballroom
10:00pm Post-Reception

Friday, October 6, 2017
7:00am Breakfast  

Jim Cochrane
Chief Customer and Marketing Officer U.S. Postal Service
Palms Ballroom
8:00am General Session

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Cypress Ballroom

HOW KFC REINVIGORATED AN ICONIC AMERICAN BRAND WITH ITS GREATEST ASSET: SALESMAN COLONEL SANDERS

In a short amount of time, KFC has dramatically transformed its business by recommitting the brand to everything that made it so special in the first place. Join the leaders behind the campaign that places Colonel Sanders at the forefront of pop culture. Learn how KFC is driving awareness and reconsideration among a new generation of fast-food eaters, what led to bringing back Colonel Sanders as the ad pitchman, how to engage audiences in spaces that are traditionally hard to reach, ways to find the brand voice and make it scalable, and more.

Kevin Hochman
President and Chief Concept Officer KFC U.S.
Eric Baldwin
Executive Creative Director Wieden+Kennedy

SESSION TBD

Andrew Donkin
Global Chief Marketing Officer Under Armour Inc.
9:45am Networking Coffee Break

Foyer
10:15am General Session Cont.

Cypress Ballroom

RE-FRAMING AN ICON TO DELIVER SUSTAINED LEADERSHIP

With one of the longest running agency/client relationships in the history of the industry — at 77 years — State Farm and DDB Chicago embarked on a mission last year to reposition State Farm’s more than 90-year-old brand. Join State Farm’s CMO Rand Harbert and DDB Chicago’s CEO Paul Gunning as they share the approach they took to reframing an American icon. They will describe how State Farm is reinventing for a more nimble and agile future, covering all aspects of the journey: development of a brand conviction, deployment of new creative platform, reimagining the customer experience, integrating a new comprehensive way to plan, and leveraging data with a modern marketing sensibility.

Rand Harbert
EVP and Chief Agency, Sales, and Marketing Officer State Farm
Paul Gunning
CEO DDB Chicago

THE POWER OF STORYTELLING IN A CHANGING WORLD

Emily Callahan, CMO at ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, shows how storytelling has been critical in building the St. Jude brand over the years. Combining extensive market research, a thoughtful storytelling strategy, and continual innovation, St. Jude shares its journey to stay top of mind as both a leading research institution and a beloved charity with global impact with its patients and their families. Learn how authentic storytelling enables brands to reveal and celebrate culture and values, deepen relevance, and drive lasting engagement.

Emily Callahan
CMO St. Jude Children's Research Hospital ALSAC

MOVING TO HUMAN-CENTRIC MARKETING

Is brand-building dead? Marketing appears to be on the verge of becoming an entirely technical discipline driven by a focus on performance marketing. While we can finally market at an individual level, marketing seems to have lost its humanity. This presentation will show how Clorox is successfully driving growth by bringing more, not less humanity, to marketing. Learn how to weave together data and technology with brand purpose and storytelling to create human-centric marketing that outperforms performance marketing alone.

Eric Reynolds
Chief Marketing Officer The Clorox Company
12:15pm Luncheon  

Sarah Personette
Vice President, Global Business Marketing Facebook
Palms Ballroom
2:00pm General Session Cont.

Cypress Ballroom

FROM THE INSIDE OUT: HOW MGM RESORTS TRANSFORMED ITSELF

Learn how MGM Resorts International is turning a casino-driven, Las Vegas-anchored operation into a powerful global entertainment brand offering unrivaled entertainment experiences, including five-star hotels, state-of-the-art conference centers, mind-blowing live performances, and cuisine from renowned chefs. Lili Tomovich, chief experience and marketing officer at MGM Resorts, describes its exciting journey of brand reinvention, from the inside out. She shares how, to connect emotionally, the brand promise must come to life at every point of customer contact with the help of the organizations’ greatest asset — its people.

Lili Tomovich
Chief Experience and Marketing Officer MGM Resorts International

REINVENTING THE ROLE OF THE MODERN CMO

The collision of the digital and physical worlds, along with the convergence of communications and marketing, have rewritten the rules and expectations for the modern CMO. Today’s CMOs must be as fluent in analytics and technology as they are in content creation. A well-crafted and integrated narrative now sits at the heart of building rational and emotional connections with consumers, and the stakeholders who influence them. And as the digital media transformation continues to take shape, it is the CMO who must be at the helm, leading the organization to understand its implications. Join industry leader Antonio Lucio as he shares insights and learnings as HP Inc.’s chief marketing and communications officer during one of the most transformative times in history.

Antonio Lucio
Chief Marketing and Communications Officer HP Inc.
5:30pm Member Representatives Reception

6:30pm Reception

7:30pm Dinner and Entertainment  

Palms Ballroom
10:00pm Post Reception  

Saturday, October 7, 2017
7:30am Breakfast  

Cypress Ballroom
8:30am General Session

Cypress Ballroom

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA

SESSION TBD

Paul Alexander
Chief Marketing & Communications Officer Eastern Bank

BEHIND THE GROWTH OF DOSOMETHING.ORG

CEO Aria Finger shares the behind-the-scenes story of how she grew DoSomething.org, a global movement for good, to actively engage 5.5 million members in various efforts to improve the world around them — all in just five years. 

User insights led Ms. Finger to eliminate most of DoSomething’s product offerings and instead offer wide variety within just one product: action campaigns. She grew 25 annual campaigns into 250 unique, ongoing campaigns, a move that required complete restructuring of the engineering, marketing, and business development teams. Today, DoSomething is one of the most recognized nonprofit brands in the U.S. among its target audience of people under 25.

Aria Finger
Chief Executive Officer DoSomething.org

HOW WEIGHT WATCHERS RALLIED AMID DISRUPTIVE TECHNOLOGIES

At the beginning of 2015, Weight Watchers was experiencing one of the most challenging times in its more-than-50-year history. In addition to facing increasing competition from an evolving wearable and free app marketplace, the company was also offering weight loss to a consumer who was no longer interested in dieting. Weight Watchers was at the brink of becoming irrelevant and it needed to change quickly. Maurice Herrera, head of marketing at Weight Watchers, describes the brand’s ongoing multi-year transformational journey and how it authentically delivers hope and inspiration to an increasingly skeptical consumer.

Maurice Herrera
SVP, Head of Marketing Weight Watchers International, Inc.

SESSION TBD

David Fleming
Chief Executive Officer Donate Life
Matt Williams
Chief Executive Officer The Martin Agency
11:30am Conference Adjournment

Cypress Ballroom

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 cancellation. 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.

Miscellaneous:
     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.