Consumer Centricity @ General Mills (Members Only Conference) presented by BrightLine

This event is over.

Consumer centricity is the concept of putting an organization’s customers at the center of their business and marketing decisions. A consumer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.

Join us for an exciting and informative day, hosted by General Mills, and hear about success stories in consumer centricity. This complimentary ANA Members only conference feature sessions from leading marketers and thought leaders who will share their case studies in consumer centricity.

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Tuesday, June 10, 2014
8:15am Breakfast

9:00am General Session

Consumer First

“The consumer is boss” is not a new idea, but in this age of digital media, being focused on the consumer has never been more important.  General Mills has been continually evolving how they become more consumer centric in how the company goes to market, creates brands with purpose, and develops remarkable products to meet a true consumer need.  Hear about their journey to stay relevant in this ever changing world by focusing on “Consumer First”. 

Mark Addicks
SVP/CMO General Mills

Caribou Perks: Loyalty in the Data + Digital Age

Loyalty is certainly not a new concept to marketers. In fact, it’s been around for decades. Motivating customers and building a deeper relationship with them through loyalty in the digital age is something many marketers are striving for.

Caribou launched it Perks program with the intent to build a deeper relationship with its customers in the first phase with continued improvements scheduled to enhance the program and connect with our customers on an even deeper level using data to drive decisions and drive deeper connections.

Come take a look at the success that Caribou has had since launching its Perks program and how it intends to use data to drive decisions of the future.

Cory Vandenberghe
Digital Marketing Manager Caribou Coffee

Nationwide Insurance: Transforming Boardroom Vision into the Customer Experience

According to a recent survey by Oracle, 97% of executives say that delivering great customer experience is essential to their success. Despite the importance, many companies find it challenging to translate boardroom vision into front-line actions and rely too heavily on transactional tactics. Their differentiation, if any, is momentary.  With highly suitable products and services, their brand imagery is elusive and vague. 18 months ago, Nationwide Insurance refocused its customer experience efforts with the intent to transform its brand into an experiential leader. In this session, learn more about how one brand is evolving its experience by studying its past, integrating its values and beliefs, and keeping the customer constantly engaged.

Chad Thompson
AVP, Brand Strategy Nationwide Insurance
12:00pm Lunch

1:00pm General Session Cont.


While the way consumers watch and interact with television content has changed, 97% of video is viewed on a television. The good news is that this consumer change now allows marketers the undeniable ability to create customer-centric brand experiences, not ads, that these viewers will actively engage with. Discover how marketers can create TV experiences which will allow consumers to learn, experience, and even share your brand in a unique, conversational way through technologies they already enjoy – keeping the customer at the center of your TV strategy. 

Will Chapman
Chief Revenue Officer BrightLine


Consumers trust brands with a heritage and value the comfort and security established global brands provide. But the collision of three macro trends – globalization, localization and personalization – accelerated by the rapid rise of technology-enabled personalization, is shaping the experience Intercontinental Hotel Group’s (IHG’s) guests want when they travel and the relationship they have with each of IHG’s nine hotel brands. In this session, learn how IHG builds brand preference and loyalty for its global boutique brand – Hotel Indigo® – by delivering localized and personalized guest experiences that create ‘moments of trust’ in each neighborhood where they located.

Janis Cannon
Vice President, Global Brand Portfolio Leader InterContinental Hotels Group (IHG)
2:45pm Conference Adjournment