2013 ANA Masters of Marketing Conference - Live Stream

Experiencing Walmart: Knowing and Doing the Will of Customers

Walmart became the world's largest company by making customers the boss and efficiently helping brands put their products in shoppers' hands. For more than 50 years the company has lived its purpose: to save people money so that they can live better. How can Walmart continue to fuel its story in a world with a growing and diverse millennial generation, omnichannel shoppers, extreme transparency, big data, digitization, and the mobile internet? Stephen Quinn will share how the answer lies in innovation that keeps the customer and the brand at the center of the equation, while bringing freshness to the customer experience.

Stephen Quinn

Executive Vice President and Chief Marketing Officer Walmart U.S.

Chrysler Marketing: This is What We Do

The year was 2009. The U.S. was in the middle of the worst recession since the Great Depression. America was questioning its auto industry — and Chrysler found itself in the midst of the turmoil. Then, an Italian company imported a Frenchman to Detroit to share an American story with the world. The Fiat Group sent Olivier Francois to the United States, and the rest is marketing history. At a time when the new Chrysler Group had both nothing and everything to lose, Mr. Francois and his team set a tone in marketing that continues to resonate today. From "The Things We Make, Make Us" ad for the all-new 2011 Jeep Grand Cherokee to the breakthrough "Born of Fire," "It's Halftime in America," "Whole Again," and "Farmers" Super Bowl work, and continuing with the ongoing launch of the new Fiat brand, Mr. Francois will share his unique formula for breaking through and building brands and market share in the process.

Olivier François

Chief Marketing Officer Chrysler Group LLC and Fiat Group Automobiles

Amazing Occurrence: The World Agrees on Something

In February 2010, more than 100 million people tuned into Super Bowl XLIV and witnessed the launch of Snickers' new campaign, "You're Not You When You're Hungry." The advertising was built on a universal insight, brilliantly crafted, exceedingly well-told, and featuring unforgettable characters. Since then, the campaign has been rolled out globally and is now running in more than 80 markets. In other words, everyone at Mars involved with Snickers across 80 different countries agreed it would be good for their market. And the rest of the world loved it, too. Debra Sandler and David Lubars will discuss their strategies for identifying single-minded ideas that a global marketing team can get behind. They will talk about the art of storytelling, and how you know if you're telling a good one.

Debra A. Sandler

President Mars Chocolate, N.A.

Session 4

David Leonhardt

Washington Bureau Chief The New York Times

A Trip to TAOS: Winning the Hearts and Minds of the Global Millennial Generation

To captivate the dynamic global millennial generation, Coca-Cola adopted TAOS: Transparent, Authentic, Organic, and Sustainable engagement strategies. Joe Tripodi will share insights on why this generation is unlike any other youth cohort in history. He will also discuss some of the lessons learned from the innovations, channels, storytelling strategies, and youth activations that have resonated with today's global youth.

Joseph V. Tripodi

Executive Vice President and Chief Marketing and Commercial Officer The Coca-Cola Company

Brands in Motion

We mostly think of brands as fixed in time, standing for one set of values. But brands do evolve over time, as do customer needs and global markets. Business marketing has never been more relevant or powerful, thanks to new technologies and old approaches, such as the power of a story. Beth Comstock shares insights on how you can grow a brand when it's constantly in flux — and make it built to last.

Beth Comstock

Senior Vice President and Chief Marketing Officer General Electric

Becoming a Customer Company

Gone are the days of mass marketing and one-way transactions with anonymous consumers. Social, mobile, and cloud computing raise the stakes for consumer expectations. They want one-on-one, personalized relationships and expect a completely integrated experience across every touch point — including connected products. Companies must embrace the opportunity to re-imagine how they connect with their customers. They must become customer companies.  Marc Benioff will discuss how today's companies are creating personalized experiences with customers — in-store and online, through mobile apps, and even connected products. By creating one-on-one customer relationships at scale, companies can unlock greater levels of growth, innovation, and success.

Marc Benioff

Chairman and Chief Executive Officer Salesforce.com, inc.