Event Recaps
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Brousseau & Associates on Why Smarter AP Processes Create Faster, More Predictable AR
Event Recaps July 20, 2026In this session, Mark Brousseau shared new insights into AP and AR trends, revealing where visibility breaks down, the true cost of disconnected processes, and how leading organizations are transforming invoice-to-pay into a strategic advantage.
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Deloitte Turns Digital Twins into Marketing Advantage
Event Recaps July 20, 2026Digital twins are moving from factory floors to marketing operations, and Deloitte's Frances Yu shows how the technology could reshape how brands allocate capital and model decisions. Faster execution, smarter trade-offs, and leaner scale may be within reach — without simply expanding teams.
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How United Airlines Turned Procurement into a Creative Advantage
Event Recaps July 20, 2026United Airlines is reframing procurement as a creative partner — not a gatekeeper — to move faster across more than 100 active brand marketing contracts. The airline's integrated approach may offer a replicable model for marketers navigating agency complexity at scale.
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The New Rules of AI Discovery
Event Recaps July 16, 2026AI systems are reshaping how consumers discover and choose products, and Kenvue is already adapting. The early work by the company across major brands may signal how marketers must rethink trust, content, and organizational structure to remain visible.
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Activision's Amplification Engine Scaled Small Creator Voices to 200 Million Views
Event Recaps July 15, 2026The Activision always-on UGC engine finds and licenses organic creator content, then pushes it into paid media while the conversation is live. The approach could reshape how brands measure campaign success — shifting focus from reach to social conversation.
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Direct Mail Reimagined: High-Performance B2B Insights from the USPS
Event Recaps July 15, 2026At the 2026 ANA Masters of B2B Marketing Conference, Eddie Alvarran of the USPS presented new research demonstrating how direct mail enhances digital marketing performance. The USPS campaign data shows that integrating physical and digital touchpoints leads to higher-quality leads, increased conversions, and stronger overall revenue outcomes.
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Enhancing Programmatic by Teaching AI What Matters
Event Recaps July 15, 2026NRG Home reshaped its programmatic strategy by feeding customer intelligence — lifetime value, home type, and usage data — directly into the Google bidding engine. The results could offer a replicable model for marketers looking to move beyond volume and optimize for the customers that matter most.
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Creator Brands Rewrite the Rules
Event Recaps July 14, 2026Creators are no longer just media partners — they are reshaping how brands launch products and build audiences. Jasmine Enberg of Scalable argues that the $43.9 billion influencer marketing space may demand a fundamentally new operating model.
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Four Shifts That Made Porsche Culturally Relevant
Event Recaps July 14, 2026Lola USA CEO Agathe Guerrier reveals how loosening Porsche's rigid brand framework — not tightening it — may be the key to cultural relevance on social. Four strategic shifts show how prestige brands could grow fandom without sacrificing what makes them iconic.
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How NASA's Artemis II Reached 400 Million Viewers with Zero Paid Media and Participatory Campaigns
Event Recaps July 14, 2026NASA's Artemis II mission reached 400 million viewers with zero paid media, using participatory campaigns and authentic storytelling to drive global engagement. Communications strategist Thalia Patrinos reveals how the approach could reshape how marketers think about organic reach and audience value.
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How Perkins Goes Viral on a Budget: Lessons from the Restaurant Industry
Event Recaps July 14, 2026Perkins turned a fake menu item into a viral moment — without a national ad budget — by pairing creator humor with its comfort-food heritage. The strategy could offer a replicable model for brands navigating tight budgets and fragmented audiences.
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Pine-Sol's Social-First Pivot Drives Fourfold Engagement over CPG Competitors
Event Recaps July 14, 2026The Pine-Sol community-led TikTok strategy is driving engagement rates four to eight times higher than direct competitors. The Clorox Company social-first pivot may offer a replicable model for legacy brands chasing cultural relevance.
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Making B2B Marketing Feel Human Again
Event Recaps July 10, 2026At the 2026 ANA Masters of B2B Marketing Conference, Michelle Lynn of Bloomberg Media explained how B2B marketing has become more efficient but less distinctive. As AI-generated content increases and targeting signals decline, marketers must shift toward human storytelling, credible proof, and practical utility to build trust and influence complex buying decisions.
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Built to Last. Built to Lead: Growing a Global Brand in the AI Era
Event Recaps July 9, 2026At the 2026 ANA Masters of B2B Marketing Conference, Juliet Randall of SAP outlined how AI is reshaping the buying process and elevating the importance of brand clarity, trust, and alignment. She argued that strong brands will not be replaced by AI, but rather be amplified by it — making consistency, proof, and connected customer experiences essential to sustained growth.
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How DoorDash Uses 'Policy Marketing' to Grow Its Brand
Event Recaps July 9, 2026DoorDash is turning policy engagement into a brand-building discipline — and the results are measurable. A 28-point lift in issue support and a 9-point gain in brand favorability suggest that marketers willing to engage on policy could unlock growth others are leaving behind.
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How Forrester Reframed Principal Media for Marketers
Event Recaps July 9, 2026Principal media buying is moving from a whispered agency practice to a deliberate governance strategy as marketer adoption surges. Forrester VP and Principal Analyst Jay Pattisall says tighter contracts, spending caps, and consistent measurement could determine whether the model delivers savings without sacrificing accountability.
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How State Farm Lets Culture Carry the Brand
Event Recaps July 9, 2026State Farm's head of marketing reveals how a century-old insurer is letting creators, gamers, and entertainment communities reinterpret its brand. The strategy may redefine how legacy brands balance stewardship with cultural relevance.
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How Leading Companies Are Orchestrating Buyer Groups in an Age of Complexity
Event Recaps July 8, 2026At the 2026 ANA Masters of B2B Marketing Conference, Nalina Athyantha of ServiceNow and Emily Hean of Pretzl introduced the Buyer Group Index, a new benchmark based on global research. The session explored how leading organizations orchestrate buying groups, align sales and marketing, and use data and AI to improve pipeline velocity, conversion, and revenue growth.
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How AstraZeneca Turned Scope Data into Strategy
Event Recaps July 2, 2026AstraZeneca manages more than 1,000 scopes of work annually and is using aggregated scope data to shift procurement from cost control to investment strategy. The approach could reshape how marketers and agencies collaborate on staffing, pricing, and asset decisions.
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How General Mills Rebuilt MarTech Procurement
Event Recaps July 2, 2026General Mills is rebuilding its marketing technology procurement model around governance and capability — not cost-cutting. The approach may offer a replicable framework for marketers navigating fragmented vendor portfolios and constrained budgets.
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