2018 ANA Masters of Marketing Week


Growth: Mastering Brands and Driving Results


For five 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's a great opportunity to confirm and learn about the latest trends and recent best practices.” 
By any measure, the ANA Masters of Marketing Conference is the industry’s premier annual event, attracting more than 2,500 attendees.

In addition to the general session stage, we are introducing the Masters Second Stage, an intimate forum for learning what’s new, what’s next, and what matters. At these limited-seating, thought-provoking sessions, you will hear from a range of best-in-class speakers, from companies including Unilever, L'Oreal, Wells Fargo, and Verizon.

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 Progressive, FedEx, eBay, Cigna, Kohl's, Denny's, IBM, Deloitte Digital, Hershey, 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.


Join in the social conversation for this event by using the hashtag #ANAMasters.

Watch highlights from last year's conference.

                                                 All ANA conference hotels are now SOLD OUT                                                            Please call A Room With A View for information on the official designated ANA overflow hotel. 
      They will secure the lowest available rates at the best available hotels within a short distance of 
                                                                    The Rosen Shingle Creek.

Reservations processed by A Room With A View are automatically on a waitlist for rooms at The Rosen Shingle Creek should cancellations occur within The ANA group block at the discounted group rate

                                        A Room With A View can be contacted at 1-800-780-4343
                                                            Monday- Friday 9am – 5pm CST
                         International attendees can reach them at reservations@aroomwithaview.net   
                                                  This is a FREE SERVICE for all ANA attendees

Note -  Any attendee that needs to cancel their reservation at The Rosen Shingle or Rosen Plaza Resort, call A Room With A View only. Do not call The Rosen Shingle or Rosen Plaza to cancel it. By calling A Room With A View, they will be able to give your room to another ANA attendee who is desperately looking to stay in the host hotel.

when

Start: Wednesday, October 24, 2018 at 12:00pm

End: Saturday, October 27, 2018 at 11:30am

WHERE

The Rosen Shingle Creek
9939 Universal Blvd
Orlando, FL 32819

Registration Pricing

Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration
REGISTRATION Client-Side Marketer $1,895 Marketing Service Provider Gold $1,895 Marketing Service Provider Silver $2,395 Associate Individual $2,695 Nonmember $2,695
Registrant Events
Golf Tournament Client-Side Marketer $196 Marketing Service Provider Gold $196 Marketing Service Provider Silver $196 Associate Individual $196 Nonmember $196

ANA Members & Marketing Service Provider Gold Members may take advantage of special corporate pricing of $3,495 for multiple members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. 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 a Marketing Service Provider 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.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.



Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 24, 2018
12:00pm Registration Opens

Gatlin 1 Reg.
1:00pm Golf Tournament  

Golf Course Clubhouse
Tennis Tournament  

The Tennis Tournament is currently at capacity, please email Meghan Salome at msalome@ana.net to be placed on the waitlist.

Tennis Courts
3:00pm Conference Kickoff Sessions (choice of 3 – seating is limited)

See specific sessions

Session 1 – PART 1 – THE END OF ADVERTISING AS WE KNOW IT: NOW WHAT?

Advertising is increasingly invading consumers’ lives. Not only are there too many ads, there is too little attention being paid to brand engagement. The key is to stop selling and do a better job of connecting. Content marketing, programmatic buying, crowdsourcing, and social and digital engagement are transforming how brands advertise. But how can they ensure that messaging is on brand, compelling to audiences, and connects in ways that build brand loyalty every day and in every way? The AEF Symposium will focus on the ways brands can most effectively reach audiences across touchpoints to create meaningful connections. The two-hour session will feature:

Hour one

  • Table exercise on key industry issues and pain points surrounding advertising practices that aren’t working
  • A visionary view of marketing communication’s next steps — stop bombarding, annoying, and selling to customers. New ideas and best practices to win.

Gatlin A-1/A-2

Session 2 – THE STORY BEHIND XEROX’S PROJECT: SET THE PAGE FREE

Learn the what, why, and so what about this innovative omnichannel marketing initiative, focused on content, communication, and creativity. Told through the lens of 14 world-renowned authors and artists who collaborated to create a tale of the modern workplace, Project: Set the Page Free is filled with passion, suspense, and paperclips —  and all made possible by Xerox. 

Barbara Basney
Vice President, Global Brand, Advertising and Media Xerox Corporation
Gatlin A-3/A-4

Session 3 – Quantcast

Gatlin B
4:00pm Repeat of Kickoff Sessions (choice of 3 – seating is limited)

Session 1 – PART 2 – THE END OF ADVERTISING AS WE KNOW IT: NOW WHAT?

Hour two

  • Presentations from four panelists
  • Q&A

Conference registrants are welcome to attend both sessions or either one.

Repeat Session 2 – THE STORY BEHIND XEROX’S PROJECT: SET THE PAGE FREE

Repeat Session 3 – Quantcast

6:00pm Reception  

Gatlin Terrace
7:30pm Dinner  

 Train is a multi- award-winning band from San Francisco, CA that has had 14 songs on Billboard’s Hot 100 list.  They've sold more than 10 million albums worldwide, more than 30 million tracks, with multiple platinum/gold citations, including 3 GRAMMY awards, 2 Billboard Music Awards and have received dozens of other honors.  On Jan. 27, 2017, the band released their 8th studio album, a girl a bottle a boat, via Columbia Records spawning the lead single, “Play That Song,” which went platinum in 4 countries including the US, hit Top 5 on the US iTunes chart, Top 10 at Hot AC radio, and charted at Adult Top 40.

Train
Sebastian Ballroom
10:00pm Post Reception  

Gatlin B
Thursday, October 25, 2018
7:00am Breakfast  

Jon Kaplan
Global Head, Partnerships Pinterest
Sebastian Ballroom
8:00am General Sessions

Gatlin Ballroom

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Main Stage - Gatlin C/D
8:30am

THE MOST FEARED FOUR-LETTER WORD IN MARKETING (Main Stage)

In today’s polarizing climate, disruption has all but given way to the era of “safe creative.” A sea of unmemorable content continually deepens as fearful marketers shy away from stepping anywhere near the creative edge. However, brave marketers can capitalize now when others are retreating if they’re willing to face marketing’s most feared four-letter word: RISK. No stranger to the word, Progressive CMO Jeff Charney talks about various elements of the subject, from evaluating individual risk tolerance to managing brand risk. He will highlight how his unique “network philosophy” and taking the right amount of creative risks led to the company’s highly successful roster of creative characters and campaigns that span across both digital and broadcast media. He’ll also explain the risks associated with keeping “Flo,” one of the industry’s longest-running and most memorable brand icons of the 21st century, relevant for 10 years.

Jeff Charney
Chief Marketing Officer Progressive
Main Stage - Gatlin C/D
9:15am

MINDSET, MONEY, AND MUSCLE (Main Stage)

The world is moving at a dizzying pace. There is no lack of products, services, or entertainment options to present or promote. The key to success is not only distinguishing your offering but embracing the product’s unique value proposition in the current environment and projecting it into its most viable future state. The WNBA, founded in 1996, recently completed its 22nd season. It is both the longest-running women’s professional sports league and the youngest professional sports league in America. Created as the first NBA product extension, the league features 12 teams and 144 elite female athletes. Professional basketball is now played in more than 200 countries, underscoring sports as one of two international languages (music being the other). Growth of the game of basketball is undeniable; growth of the WNBA has been a work in progress. This presentation will offer insights into the business, including strategies used to generate positive KPIs and results as well as accelerated growth for the future.

Lisa Borders
President WNBA
Main Stage - Gatlin C/D
9:50am Networking Coffee Break  

Gatlin Foyer
10:20am

GREAT BRANDS DON'T HAPPEN BY ACCIDENT (Main Stage)

Raj Subramaniam believes it takes vision and a people-focused workplace to build and sustain a great brand. Every day FedEx team members around the world are motivated by the Purple Promise — a pledge to customers and to each other to make every experience outstanding. In this session, learn more about how this simple yet effective principle drives success at one of the world’s most admired companies.

Rajesh Subramaniam
Executive Vice President and Chief Marketing and Communications Officer FedEx Corporation
Main Stage - Gatlin C/D

FIRE YOUR CMO: MARKETING’S FUTURE WILL NOT RESEMBLE ITS PAST (Second Stage)

Terry Kawaja, founder and CEO of digital marketing investment bank advisory firm LUMA Partners, will examine the challenges and opportunities in today’s complex marketing ecosystem with a view towards what is required to win in the future. The much heralded success of disruptor direct-to-consumer brands is not a fluke; they have a vastly different approach to marketing, from CMO skills to tools deployed and incentives. It’s almost as if it’s too late for traditional marketers to reinvent themselves. Or is it? Find out if new approaches to media, data and technology can be learned or if it’s time to fire your CMO and start afresh.

Terry Kawaja
Founder and Chief Executive Officer LUMA Partners
Second Stage - Gatlin B
10:55am

THE NEXT EVOLUTION OF BRAND PURPOSE: INSPIRING MOVEMENTS (Main Stage)

CMOs today are more accountable than ever to be growth drivers, while also balancing the responsibility of positively contributing to the global agenda and serving as protectors of the brand. In this presentation on the purposeful and performance-driven marketer, Ancestry CMO Vineet Mehra will discuss the new role that brands play in engaging consumers to affect positive change and how marketers can leverage a unique blend of technology and creativity to connect with global consumers and continue innovating in meaningful ways.

Vineet Mehra
Executive Vice President and Global Chief Marketing Officer Ancestry
Main Stage - Gatlin C/D

WINNING IN TODAY’S MEDIA LANDSCAPE: IT TAKES A VILLAGE (Second Stage)

Hear key insights from senior executives at L’Oréal USA and Unilever on the rapidly evolving media landscape. They will take on everything from the digital ecosystem and marketing in a data-driven world to new operating and measurement models that are shaping the future of the industry.

Rob Master
Vice President, Media and Consumer Engagement Unilever
Nadine Karp McHugh
Vice President, Global Media L’Oréal USA
Second Stage - Gatlin B
11:30am

EBAY'S APPROACH TO CONSUMER ENGAGEMENT AND BUYER GROWTH (Main Stage)

Digital natives, also referred to as millennials and Gen Z, have incredible buying power and massive online presence. It’s becoming ever-so critical that retailers pay close attention to this new majority of the consumer population. As CMO of eBay Americas, Suzy Deering understands this deeply, as she and her team navigate a new retail and consumer landscape to drive engagement and growth. They’re working to reach customers in an incredibly seamless way and connect with them where they spend their time. To facilitate journeys to purchase, eBay leverages emerging technologies, such as artificial intelligence and machine learning, to make the experience of shopping fun again. It has become a playground for discovery, a platform built to connect, where brands partner with sellers, not compete against them. Ms. Deering will highlight eBay’s strategy for consumer engagement and growth, and describe how the company is working to become consumers’ number one shopping destination.

Suzy Deering
Chief Marketing Officer, North America e-Bay
Main Stage - Gatlin C/D

DIVERSITY: GOOD BUSINESS (Second Stage)

Today many marketers are missing a major growth opportunity because they have not adapted their business strategies to reflect the diversification of the marketplace. Brands must shift towards more-inclusive business practices by deepening their understanding of the economic drivers and implications diverse consumers present. This session will highlight growth opportunities across business sectors with examples from Wells Fargo and an in-depth look at why brands must transform the way they do business and go-to-market.

Nydia Sahagún
Senior Vice President, Segment Marketing Wells Fargo & Co.
Second Stage - Gatlin B
12:05pm Lunch  

INTENT IS THE NEW FUNNEL: DRIVING GROWTH AT EVERY STEP OF THE JOURNEY

In an intent-driven world, the opportunity for marketers to lead growth for business has never been greater.  Join us for a discussion on the death of the traditional funnel, the new shapes of today's dynamic consumer journeys, and the new formula for success. We’ll explore attainable steps for marketers to better assist customers throughout the journey to drive superior business outcomes.

Allan Thygesen
President, Americas Google
Sebastian Ballroom
2:00pm Ongoing Networking Coffee Break  

Gatlin Foyer

2018 CLASS OF RISING MARKETING STARS

Once again, the ANA will present Rising Marketing Star Awards to four of the best and brightest young marketers from member companies. Nominated by a senior executive in their marketing organization, these individuals, all 30 years old or younger, have shown competence, aptitude, leadership, and professionalism in the field of marketing.

Main Stage - Gatlin C/D
2:15pm

STARTING A SMALL BUSINESS REVOLUTION (Main Stage)

On its centennial in 2015, Deluxe Corp., long known as a maker of checks, needed a major brand transformation. The company made a bold bet with the “Small Business Revolution,” spotlighting small businesses rather than Deluxe itself. Next, recognizing that small businesses are especially under siege in small towns, the company launched the Small Business Revolution — Main Street show, which each season gives one small town and its small businesses a $500,000 makeover. In this session, learn how Deluxe transformed its brand while transforming communities and how all companies can do well by doing good.

Amanda Brinkman
Chief Brand and Communications Officer Deluxe Corporation
Main Stage - Gatlin C/D

EMERGING TRENDS: CRASH COURSE ON THE HOTTEST EMERGING TRENDS IN MARKETING (Second Stage)

Following and connecting with consumers is only going to get harder in the months to come. Not only is there a growing proliferation of internet-connected consumer devices, making marketing attribution more complex than ever, there are a number of new technologies, platforms, and tools that come with steep learning curves and require entirely new approaches. In this data-infused, eye-opening session, eMarketer cofounder Geoff Ramsey will paint a vivid picture of where marketing is headed over the next 12 to 18 months, including why AI and machine learning will power, accelerate, and personalize every aspect of marketing.

Geoff Ramsey
Co-founder and Chief Content Officer eMarketer
Second Stage - Gatlin B
2:50pm

HEALTH, HOMETOWN, HUMANITY: PUTTING THE "H" BACK IN HEALTHCARE (Main Stage)

By using insights and analytics to uncover key health drivers and trends, and employing innovative and personalized approaches to changing the human condition, Cigna has redefined what it means to be a health service company. Leveraging thoughtful and creative brand assets and messaging, Cigna is giving customers control by simplifying the more complex aspects of health care, increasing access to and knowledge of preventive care, and making awareness of the four key health numbers a priority. In this session, learn how Cigna’s important work has delivered double-digit revenue and earnings growth and rallied employees around the company’s mission to serve its customers, clients, partners, and the communities in which they work, live, and play.

Lisa Bacus
Executive Vice President and Global Chief Marketing and Customer Officer CIGNA
Main Stage - Gatlin C/D

DATA: IT’S FOR LOVERS (Second Stage)

We’ve all seen the data on data. It’s the most overhyped, misunderstood, and essential imperative in the marketing industry. So many of the data conversations today seem focused on audience targeting and performance optimization. This discussion will examine the true super-power of data for marketers and the ability to create relevant ads, content, and experiences that will break through the noise and make emotional connections in real-time. Learn about the importance of understanding the mindset and motivation of individuals across the digital ecosystem, and why a marketing data strategy is an essential component of any marketer’s business plan moving forward. Plus, hear how to connect today’s data hype to tomorrow’s machine learning hype.

Lou Paskalis
Senior Vice President, Customer Engagement and Media Investment Bank of America
Second Stage - Gatlin B
3:30pm General Session Adjournment

Gatlin Ballroom
5:30pm ANA CEO Business Meeting – for Client Side Marketer Members Only  

Butler/Butler Balcony
6:30pm Reception

Gatlin Terrace
7:30pm Dinner and Entertainment  

Join iHeartMedia, ANA Audio Partner, for dinner and a special performance by Kelly Clarkson, who recently released her critically acclaimed eighth studio album, “Meaning of Life,” and is among the most popular artists of this era with total worldwide sales of more than 25 million albums and 36 million singles.  The Texas-born, Nashville-based singer-songwriter first came to fame in 2002 as the winner of the inaugural season of “American Idol.” Clarkson’s debut single, “A Moment Like This,” followed and quickly went to #1 on Billboard’s Hot 100, ultimately ranking as the year’s best-selling single in the U.S. Further, Clarkson is, without doubt, one of pop’s top singles artists, with 17 singles boasting multi-platinum, platinum and gold certifications around the world, including such global favorites as “Miss Independent” and “Because of You.”

Kelly Clarkson
Sebastian Ballroom
10:00pm Post Reception

Panzacola F/G
11:00pm Late Night After-Hours Party  

A Land Remembered Steakhouse
Friday, October 26, 2018
7:00am Breakfast  

Sebastian Ballroom
8:00am General Sessions

Gatlin Ballroom

OPENING REMARKS

Main Stage - Gatlin C/D
8:20am

DRIVING GROWTH THROUGH MASS DISRUPTION (Main Stage)

Marketing as we know it is being disrupted. Are we standing by and letting it happen to us? What can we do to take control of marketing to lead mass disruption and get the growth we all want? In this session, Marc Pritchard, chief brand officer at P&G and chair of the ANA Board of Directors, will share P&G’s actions to lead mass disruption, with an open invitation to join the effort.

Marc Pritchard
Chief Brand Officer P&G
Main Stage - Gatlin C/D
8:45am

DRIVING BUSINESS GROWTH THROUGH LOYALTY (Main Stage)

Kohl’s is turning its loyalty program on its head to deliver even greater value for customers and drive long-term growth for the company. The new Kohl’s Rewards, which leverages the power of the brand’s iconic Kohl’s Cash, seeks to accelerate the rate of customer acquisition and retention, deepen customer engagement, and simplify the national retailer’s value proposition. Currently piloting in markets across the country, the program leverages data and analytics to deliver richer rewards for more customers while retiring less effective marketing tactics in the process. As the company prepares for the nationwide rollout in 2019, CMO Greg Revelle will share how his team is building the new standard in loyalty and offering every customer an opportunity to win at Kohl’s.

Greg Revelle
Senior Executive Vice President and Chief Marketing Officer Kohl's
Main Stage - Gatlin C/D
9:25am

LEVERAGING AN ICONIC BRAND TO FUEL BUSINESS GLOBALLY (Main Stage)

Core to the success of American Express has been its constant reinvention. In 2017, the company began a journey to reignite the brand globally to drive growth. It led to the launch of a new global brand platform, tied to a single, overarching message: American Express has your back as you do business and live life. The message is a guiding principle for how American Express behaves as a company, how it treats its customers and colleagues, and how it develops new, innovative products and services. In this session, CMO Elizabeth Rutledge talks about American Express’ vision to provide the world’s best customer experience.

Elizabeth Rutledge
Chief Marketing Officer American Express Co.
Main Stage - Gatlin C/D
10:00am Networking Coffee Break  

Gatlin Foyer
10:30am

2018 CLASS OF ANA GENIUS AWARD WINNERS

Who are the industry’s true data masters? We will present the 2018 winners of the ANA Genius Awards, recognizing leading brand marketers for their outstanding achievements in data and analytics. Last year’s winners included IBM, Coca-Cola, and Citigroup.

Main Stage - Gatlin C/D
10:40am

DENNY'S SERVES UP A FRESH BRAND REVITALIZATION STRATEGY (Main Stage)

Denny’s has been on a journey to rejuvenate its status as an iconic American brand while simultaneously battling the immediacy of driving daily sales in the ultra-competitive restaurant space. In this session, CMO John Dillon will explain how Denny’s rediscovered its role as “America's Diner,” a work-in-progress story of growth driven by a unique blend of insight, purpose, personality, humility, calculated risks, and the magic of a good old-fashioned diner meal.

John Dillon
Senior Vice President and Chief Marketing Officer Denny’s
Main Stage - Gatlin C/D

PATH TO GROWTH: A MODERN MARKETING DILEMMA (Second Stage)

The data and technology revolution has created two distinctly different approaches to modern marketing: content marketing versus performance marketing. Content marketing is the evolution of brand marketing and seeks to create growth by building consumer relationships and long-term brand value using content and context. Performance marketing seeks to create growth by maximizing immediately measurable ROI and related metrics. Both approaches are fighting for companies’ growth agendas and marketing dollars. This session will share stories of each of these paths to growth, as well as lessons learned through the lens of Clorox’s two recent acquisitions in the vitamin, mineral, and supplements category.

Eric Reynolds
Chief Marketing Officer The Clorox Company
Second Stage - Gatlin B
11:05am

HOW A QUIET UNICORN BECAME THE NO. 1 SKINCARE BRAND IN THE U.S. (Main Stage)

The $80-billion-a-year U.S. beauty industry has been growing 4 percent a year since 2010, while Rodan + Fields has averaged 60 percent-per-year growth since its launch just a decade ago. This hyper-growth company recently rocketed past $1.5 billion in annual revenue and was named the number one skincare brand in the U.S. for the past two years. A quiet unicorn, Rodan + Fields has disrupted the beauty industry and is outpacing industry stalwarts. During this session, CMO Elisabeth Charles will share insights and strategies on how the brand is reinventing the way consumers shop for skincare through its transformative skincare products, passionate brand advocates, and disruptive consumer-connected commerce model.

Elisabeth Charles
Chief Marketing Officer Rodan + Fields
Main Stage - Gatlin C/D

IN-HOUSE: CHALLENGING MYTHS TO BUILD A NEW TYPE OF AGENCY (Second Stage)

During Cannes 2018, George Felix, marketing director at KFC, presented a slide that stated, “The road to mediocrity is paved by in-house creative.” He had a valid point. In-house creative teams haven’t made creative excellence a priority, and as such, have deserved the reputation for bad creative output. But mediocre creative work doesn’t only come out of in-house teams. There are plenty of established creative agencies serving a variety of clients producing mediocre work. When built with passionate talent, in a culture that harnesses great creative ideas, in-house agencies can make a long-lasting positive impact. They are closer to the brand than anyone else, more invested in solving problems, and can make decisions faster. In this session, learn how 140, the in-house agency for Verizon, debunked the six most common in-house agency myths.

Warren Marenco Chase
Vice President and COO for 140, Verizon’s In-House Agency Verizon, Inc.
Second Stage - Gatlin B
11:40am

THE CHANGING MARKETING OPPORTUNITY (Main Stage)

Once considered an art, marketing is now both an art and a science. CMOs, as strategic influencers in the C-suite, must assess market trends and needs and act on data-driven insights that contribute greater value and measurable results across the enterprise. In fact, more than 70 percent of CMOs say their ability to lead organizational growth and change is now essential to their professional success. As visionaries, CMOs need to instill a culture of customer-centricity through creativity, innovation, collaboration, and governance, and bring in the voices of clients, employees, and partners alike. Michelle Peluso will discuss what it takes to create a data-driven and client-centric culture, fostered by a nimble, agile workplace, where change is the only constant.

Michelle Peluso
Senior Vice President & Chief Marketing Officer IBM
Main Stage - Gatlin C/D

GDPR: THE MOUSE THAT ROARED (REDUX) (Second Stage)

Much like the satirical movie, The Mouse that Roared, where the European Duchy of Grand Fenwick decided to invade the U.S. over a wine dispute, Europe is again at our doorstep preparing for an invasion. This time, it’s over data and consumer privacy under the guise of the new General Data Protection Regulation (GDPR) and soon to be released e-Privacy Directive. Both pieces of legislation turn the traditional notions of interacting with consumers in the U.S. on its head. The reaction of many brands has been, “That’s not my problem. I don’t market in Europe so the GDPR doesn’t apply to me.” Not only is that conclusion wrong, we now have a number of states passing legislation that, in comparison, is worse in limiting the use of consumer data than the GDPR. This session will explain why the GDPR and its offspring are a concern of every marketer, and how to make this legal maze manageable in a world of walled gardens, conflicts of interests, and regulatory investigations.

Douglas Wood
Partner Reed Smith LLP
Second Stage - Gatlin B
12:25pm Lunch  

Sebastian Ballroom
2:00pm Ongoing Networking Coffee Break  

Gatlin Foyer
General Session Cont.

Gatlin Ballroom
2:10pm

DEFYING INDUSTRY NORMS TO DRIVE UNCONVENTIONAL GROWTH (Main Stage)

Since 1950, King’s Hawaiian has grown from a small bakery in Hilo, Hawaii, to a national brand primarily through word of mouth. In 2013, Erick Dickens joined the company as SVP and CMO to create a world-class marketing organization designed to help the brand expand into new markets and launch new categories of products. The King’s Hawaiian marketing team has embraced the brand’s unconventional approach and appetite for taking risks by disrupting the traditional agency model, minimizing inefficient digital spend, and reaching consumers through live events, professional sports, entertainment properties, and high-impact TV. As a result, the brand has doubled in size, with consecutive years of double-digit growth and significant gains in both household penetration and purchase frequency.

Erick Dickens
Senior Vice President and Chief Marketing Officer King's Hawaiian
Main Stage - Gatlin C/D
2:45pm

IT'S MARKETING'S MOMENT TO SHINE (Main Stage)

With so much noise around how marketing is being disrupted and transformed, CMOs have more opportunity than ever before to seize this unique moment for themselves, for their brands, and for the future of the industry. Now is the time to reframe marketing’s role in how companies become customer-centric engines for growth. Now is the time to ensure the consumer is placed firmly at the center of the organization and that the entire enterprise is prepared to deliver across touchpoints. And now is the time to drive growth at the industry-level to help marketing’s entire ecosystem thrive. In this session, CMO Alicia Hatch will share insights from her own experiences, along with new research to help marketers transition to growth champions.

Alicia Hatch
Chief Marketing Officer Deloitte Digital
Main Stage - Gatlin C/D
3:45pm General Session Adjournment

Gatlin Ballroom
7:00pm Reception  

Gatlin Terrace
8:00pm Dinner  

PASSION, PURPOSE AND PERFORMANCE: A FOOD & WINE CULINARY EXPERIENCE

Join Meredith for a once-in-a-lifetime FOOD & WINE culinary and wine tasting experience, featuring a bespoke menu curated and prepared by Celebrity Chef Marcus Samuelsson, the acclaimed chef behind many restaurants worldwide including Red Rooster Harlem and Marcus B&P.  Samuelsson was the youngest person to ever receive a three-star review from The New York Times and has won multiple James Beard Foundation Awards including Best Chef: New York City. Samuelsson was also crowned champion of television shows “Top Chef Masters” and “Chopped All Stars”, and served as a mentor on ABC’s “The Taste”. In May 2016, he was inducted into the James Beard Foundation “Who’s Who of Food and Beverage in America”. Marcus Samuelsson regularly appears as a speaker at the FOOD & WINE Classic in Aspen. The dinner will also feature distinctive wine pairings selected by FOOD & WINE Executive Wine Editor Ray Isle.

 #SeeHer Celebration: Dinner will conclude with an electrifying musical performance by Hip Hop and R&B Recording Artist and International Entertainer Amara la Negra.

Sebastian Ballroom
10:00pm Post Reception Cocktail Event  

Charity silent auction and meet-and-greet with Amara La Negra and book signing with Marcus Samuelsson.

Sebastian Foyer
Saturday, October 27, 2018
7:30am Breakfast

Gatlin C/D
8:15am General Sessions

Gatlin C/D
8:40am

HOW A STORIED BRAND JOURNEYED INTO CONTENT (Main Stage)

For nearly 125 years, The Hershey Co. has built a beloved brand through strong storytelling in traditional media outlets and owned experiences like Chocolate World. But as digital transformation became a necessity for large marketing operations, the historical chocolate manufacturer needed a new way to approach content that would carry Hershey, its brands, and its experiences into the future and resonate with modern audiences. Over the past year, the company embarked on two distinct paths to make this vision a reality, creating an in-house branded content studio and using content to transcend the physical boundaries of its experiences in Hershey, Pa. In this session, hear key learnings from these two content journeys, including the challenges of monetization, the importance of scale, and how to build and execute a vision spanning more than 100 years.

Jill Baskin
Chief Marketing Officer The Hershey Co.
Suzanne Jones
Vice President, The Hershey Experience The Hershey Co.
Main Stage - Gatlin C/D
9:15am

THE U.S. NAVY’S PIONEERING PIVOT TO DIGITAL INNOVATION (Main Stage)

For a brand whose legacy is paramount, the U.S. Navy needed to reinvent itself in a perpetually changing digital age. Connecting with centennials and millennials were key, making it more crucial than ever for the Navy to ignite intrigue and drive engagement in its latest “Forged by the Sea” campaign. It demanded a new approach and led to sweeping changes to the Navy’s media mix, moving the brand from a traditional marketer to a digital player. In this session, learn how the Navy is harnessing media and technology (such as augmented reality, video, social, and podcasts) to drive deeper connections with a new generation and, ultimately, shift brand perception.

Matt Boren
Chief Marketing Officer Navy Recruiting Command
Amanda Richman
U.S. Chief Executive Officer Wavemaker
Main Stage - Gatlin C/D
10:00am

HOW KEURIG MODERNIZED THE COFFEE EXPERIENCE (Main Stage)

In this session, learn how the power of modern marketing shifted Keurig from a simple appliance company to a consumer-centric coffee experience brand. From refocusing on consumer needs through new product launches to modernizing its brand purpose to infusing humanity into its communications, Keurig became a meaningful household brand across the U.S. The strategy has helped the brand achieve double-digit growth the past two years. Learn how to combine human truths, data, and brand purpose to drive more meaningful connections with consumers and spur business growth.

Philip Drapeau
Vice President, Keurig Brand Marketing Keurig Dr. Pepper
Main Stage - Gatlin C/D
10:30am

HOW MICHELOB ULTRA REVIVED THE LIGHT BEER CATEGORY (Main Stage)

It’s no secret: American light beer has seen better days, with declines in volume, occasions, and category share. To defy this trend, Michelob ULTRA took an unconventional approach: It began behaving like an active lifestyle brand. Leveraging the consumer belief that one should be able to “work out and go out” and that “you can stay fit and stay fun,” the brand introduced its new positioning during Super Bowl 50 with a series of smart partnerships and activations, as well as strategic content. In two short years, Michelob ULTRA’s new active lifestyle persona has bucked the category’s decline, leading to skyrocketing growth for the brand. Michelob ULTRA is now the sixth-largest player in its sector, and to date, has become a clear standout brand in the light beer category.

Azania Andrews
Vice President of Marketing, Michelob ULTRA Anheuser-Busch
John Kenny
Chief Strategy Officer FCB Chicago
Main Stage - Gatlin C/D
11:10am 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 full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted, if written request for cancellation is received by email 45 or more calendar days before the conference start date.
  • No refund will be granted, if written request for cancellation is received by email 21 or less calendar days before the conference start date.
  • No refund will be granted 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration for any registrant who is not a client-side marketer member.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Hotel Cancellation Policy: Hotel room cancellations must be sent directly to the hotel. 30 days prior to stay - authorization for one night will be processed on credit card; if guest cancels less than 30 days to arrival they will be charged for their full stay. 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.