2015 ANA Brand Masters Conference presented by Mashable

This event is over.

ANA is well known for its fall “Masters of Marketing” Conference, which features terrific content and prominent speakers, including many leading CMOs and other marketing thought leaders. The ANA Brand Masters Conference is a special intimate wintertime companion to the Masters of Marketing.

The ANA Brand Masters Conference will bring together leading CMOs and marketing thought leaders to share inspirational approaches to brand building that drive sales, profitability, and return on investment. Top marketers and industry experts will reveal how they navigate through customer insights, data analytics, and technology to engage customers and grow their businesses. You will also have the opportunity to network with your peers and walk away with actionable tips to take back to your organization.

The hashtag for this event is #ANABrand.

Rob Master
Vice President Global Media, Categories and Partnerships

Download the ANA Event Guide at e.ana.net.

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Wednesday, February 4, 2015
3:00pm Registration Opens

Ritz Carlton Ballroom Foyer
4:00pm Preconference Session


As advertising automation and programmatic trading become more ubiquitous, brands are defining new levels of engagement around programmatic trading and how they work with their ad agencies, trading desks and media owners.   After one hour, you will learn:

  • How to understand the overall advertising automation and programmatic trading ecosystem
  • The four types of client engagement around programmatic and how these fit with traditional planning and buying
  • Issues and opportunities around client transparency into media costs, data and inventory

Jay Sears
SVP, Marketplace Development Rubicon Project
Pacific Promenade 1-3
6:00pm Reception  

Pacific Promenade Lawn/Foyer
7:00pm Dinner  

Welcome/Opening Remarks

Frank Suljic
VP, North American Sales AudienceScience
Pacific Promenade 1-3
Thursday, February 5, 2015
7:30am Breakfast  

Using Consumer Purchase Data to Reach the Right Buyer

How do marketers reach the right buyer, at the right time?  What is the best indication of buyer intent in digital advertising, and how can we marketers best use it? Many believe that purchase data is the strongest signal of purchase intent, and many companies are beginning to incorporate this signal into their marketing plans.

Kasey Byrne, CMO of Cardlytics, will discuss how consumer purchase data can provide the best insight into how to reach the right buyer. She will discuss different ways to access consumer purchase data – the sources, as well benefits and challenges in using consumer data in marketing. She will also present case studies from Cardlytics’ client base in using purchase data to reach consumers.

Kasey Byrne
Chief Marketing Officer Cardlytics
Pacific Promenade
8:30am General Session


Seth Rogin
Chief Revenue Officer Mashable
Ritz Carlton Ballroom

Opening Remarks

Bob Liodice
President & CEO ANA
Rob Master (Host)
Vice President Global Media, Categories and Partnerships Unilever


According to Unilever’s website, on any given day, two billion people use Unilever products to look good, feel good and get more out of life.  In this session, Kathy O'Brien, VP Skin & Marketing Services at Unilever will share best practices on how to build a brand for men in modern times.  Using the Dove Men+Care brand as an example, discover how to develop a campaign to attract men and the ways in which Unilever is redefining men's strength.

Kathy O'Brien
Vice President, Skin & Marketing Services Unilever


There is no denying that advertising agencies continue to play important roles in the client marketing world. However, in today’s complex landscape of marketing, business challenges, ever changing consumer dynamics and myriad of communications options, traditional advertising agencies can often find themselves on the outside looking in. As new pools of consultants and resource options come to light, the agency/client partnerships that were so critical in past eras, are not seen as strong, and can often dangle on a the thread of procurement...categorizing the relationship as primarily transactional, ergo, easily opening the door for divorce. What can today’s agencies do/need to do to reverse this trend, and once again be seen as business partners?

Marc Strachan
Vice President, On Premise Strategy and Multicultural Marketing USA Diageo North America
10:30am Coffee Break  

Ritz Carlton Ballroom Foyer
11:00am General Session Cont.

Ritz Carlton Ballroom


Jamie Moldafsky, Wells Fargo’s Chief Marketing Officer, will discuss how the company’s marketing campaigns embrace and reflect the ever-changing and increasing diversity of the U.S. population through its award-winning Total Market marketing approach, which integrates diverse segments through the strategic planning process and execution.

Jamie Moldafsky
Chief Marketing Officer Wells Fargo


USG Corporation is one of the largest manufacturers of construction materials in North America.  In this session, you will hear how USG Corporation turned the worst recession the construction industry has been through since the 1920s into an opportunity to reinvent itself and reinvigorate a 112-year old manufacturing company’s culture.  Greg Gumbel will conduct an in-depth interview with Linda McGovern, Vice President, Global Marketing at USG Corporation who will reveal her company’s transformation story.

Linda McGovern
Vice President, Global Marketing USG Corporation
Greg Gumbel
Sportscaster CBS
12:30pm Lunch  

Reaching the Audience Where They Live: Communicating Content for a Digital Age

As audiences and different constituencies become inundated with information from a multitude of channels, be it brands and publishers, how do marketers cut through the clutter to reach those who make the purchasing decisions? 

Join Mashable Chief Marketing Officer, Stacy Martinet, as she discusses how companies can create content that resonates with a digital audience no matter where in the digital ecosystem they are consuming content. Stacy will highlight what worked in the digital arena over the past year using a variety of brand case studies, as well as what to look out for in 2015, including the growing prevalence of and future of visual story telling (i.e. Instagram, Vine, Snapchat, etc.). 

Stacy Martinet
Chief Marketing Officer Mashable
Pacific Promenade 1-3
1:45pm General Session Cont.

Continuous PM Coffee Break Sponsored by NUVOtv and Fuse 

Ritz Carlton Ballroom


Vita Coco started the coconut water trend – one of the fastest growing beverage categories of the past ten years – by promoting the brand in association with pop culture. Today, Vita Coco is the category leader in US coconut water sales, which have risen to over $600mm in just a few years. The independently owned brand’s emphasis on disruptive and nimble marketing has placed it ahead of similar coconut waters helmed by Coca-Cola and PepsiCo.  Learn how a two man startup company in Brooklyn, New York took ownership of an obscure ethnic drink, and turned it into a growing global beverage moniker that has attracted investments from Madonna and Matthew McConaughey, won over millennials, and todays sells in 13 countries (and counting)!

Arthur Gallego
Global Director, Corporate Communications Vita Coco
Jane Prior
Executive Vice President, Global Brand Strategy & Development Vita Coco


Hollywood and the motion picture industry have a 100+ year history of building amazing things — then simply throwing them away, resulting in millions of tons of waste each year. Television advertisers have contributed their fair share to this dubious legacy as well. Through its Reduce, Re-use, Divert and Donate efforts, Target strives to achieve “zero waste” on every commercial it shoots, and as a result, has set a new industry standard of responsible production for its agencies and production companies. John Lick, Executive Producer of Broadcast at Target and Co-Chair of the ANA Production Management Committee, will share eye-opening statistics, best practices and practical advice on how to produce award–winning commercials while making a meaningful and lasting impact in the communities and the world we all share.

John Lick
Executive Producer, Broadcast Target/ ANA Production Management Committee Co-Chair


In 1940, Dairy Queen established their brand with an innovative soft frozen dairy product.  Today, Dairy Queen continues to innovate through new products, marketing and in-store design.   In this session, Dairy Queen will share best practices and case studies behind recent new product launches such as Orange Julius Premium Fruit Smoothies, their “$5 BUCK LUNCH, the “Fan Food, Not Fast Food” marketing campaign and the company’s innovative approach to restaurant design.

Barry Westrum
Executive Vice President of Marketing American Dairy Queen Corporation
4:00pm Adjournment

6:00pm Reception  

Monarch Bay Courtyard
Friday, February 6, 2015
7:30am Breakfast  

Building Trust in Innovation: the Missing Ingredients

To invent is no longer enough.

 For the first time, Edelman’s 15th annual Trust Barometer explores the link between trust and business innovation. The results are a wake-up call for brands and innovators everywhere. The pace of change has never been faster and innovation has become an even greater imperative for business success, but delivering a new solution alone does not guarantee that consumers will embrace it.  

 In this session, Edelman will highlight the key findings from its recently-released study and provide a roadmap for brands looking to introduce new products or services. Find out why the majority of consumers think innovation is happening too quickly, which types of innovations are most and least trusted, and what are the missing ingredients in the formula for building trusted innovations.

Mike Casey
U.S. Head of Strategic Planning Edelman
Pacific Promenade
8:30am General Session


Fifteen years after inventing online travel, Expedia was the undisputed category leader. But that lead was in jeopardy. The category had become commoditized and price-driven. In addition to a shrinking SOV, Expedia’s media spend was decreasing. To preserve its leadership position, Expedia had to differentiate. Expedia set out to make travel personal again, to acknowledge that travel is about more than changing places; it’s about finding the things that change you. With “find yours,” Expedia not only maintained its leadership, site traffic and revenue grew beyond expectations.

Vic Walia
Sr. Director of Brand Marketing Expedia, Inc.
Ritz Carlton Ballroom


What does it take to get brand decisions made in a company run by engineers? There's only one way that's guaranteed to work - demonstrate how much financial value will be generated. Discover how the DuPont marketing team is linking brand to business financials to get approval for major changes in brand strategy.

Maria Chacon
Corporate Brand & Communications Manager Chemours, a DuPont Company
Joanna Seddon
President, Global Brand Consulting OgilvyRED
10:00am Coffee Break  

Ritz Carlton Ballroom Foyer
10:30am General Session Cont.

Ritz Carlton Ballroom


Until now, ZYRTEC had one major competitor: OTC allergy leader Claritin. But now that a formidable new player had entered the category with unprecedented media spend, ZYRTEC needed an innovative strategy to grow the business. We found an opportunity by changing category norms and talking to consumers in a new way. Muddle No More used nontraditional tactics to help consumers change their behavior, resulting in unprecedented success for the brand.

Colleen Sellers
Group Brand Director of Allergy & Eye Care McNeil Consumer Healthcare
Cathy Clift
Executive Planning Director JWT New York


Vodka sales today command 33% of the entire distilled spirits category, and in 2013, almost 160 new vodkas were launched. Differentiation within vodka – which by definition must be odorless, tasteless, and colorless – doesn’t come easy.  Stoli Vodka has been a favorite among Americans for more than 40 years, but recently, within this highly competitive landscape, the brand became less relevant to our core millennial target. Discover what happened when Stoli Vodka re-wrote the Stoli playbook in order to regain market share. 

Sarah Gorvitz
Brand Director, Stoilichnaya Premium Vodka Stoli USA
12:00pm Conference Adjournment

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 (on or before December 5, 2014). No refunds will be granted for any cancellations received after December 5, 2014 or for 'no shows.' 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 January 12, 2015 may not be included in the attendee list.