Committees | Events & Webinars | Brand Management | ANA

Brand Management

This event is over.

This event is in-person only and no virtual option is available

Networking Breakfast (9:00 – 9:30 a.m. ET)

Introductions (9:30 – 9:45 a.m. ET)

I. REGGIE Gold Winner -- Local, Regional or Market Specific: Citizens, The Living Portrait of NYC (9:45 – 10:30 a.m.ET)
For Citizens to get to know their new neighbors better, we set out to learn more about them — surveying, listening, and capturing the full scope of their New York experience. From this, an immersive experience was born: The Living Portrait of NYC, a data-driven effort that explored what makes New York, New York. Ten thousand square feet of space filled with sights, sounds and numbers of the city. Unscripted stories normally overheard in passing on subways, bars, and street corners — brought to life through audio and visual technology. The design recalled the sweeping horizontal and vertical lines of the city’s skyscrapers, grid systems, and streets. And because you never know what you’ll find around the corner in New York, musicians and artists gave surprise performances in the space, sharing their personal stories. It was a gift from Citizens, the newest bank in the city, created to celebrate New Yorkers and give them an opportunity to reflect on their individual and unique New York experiences — once again taking pride in their city. Most importantly, it tangibly demonstrated that Citizens goes a step beyond to truly understand their customers and champion them throughout their individual journey.

Speaker: Lori Dillon, EVP and Head of Enterprise Marketing, Citizens

II. REGGIE Gold Award Winner -- Rebranding; Repositioning: Haleon and Grey: Tums Loves Food Back (10:30 – 11:15 a.m.ET)
The idea was simple — TUMS gives you heartburn relief so instead of fighting, you can keep enjoying all the food you love with a burning passion. TUMS is here so you can Love Food Back. The hero creative for the Love Food Back repositioning campaign showcased a quintessential love story between a woman and a larger-than-life Spicy Chicken Wrap. We see the two racing toward each other through a crowded airport and share a warming embrace that heartburn could never come between. We established 3 key campaign tenets to use as criteria for the new positioning.

  1. THE NEXT CHAPTER: An evolution of 12 years of food fights
  2. LOVING FOOD: A “happily ever after” – with food specifically
  3. ROMCOM STYLE: Embracing that quintessential moment of pure, cheesy love

Jennifer Shuye, Brand Strategist, Grey NY
Jenna Choi, Senior Brand Planner, Grey NY
Jissan Cherian Senior Director, Digestive Health Business Unit

III. REGGIE Gold Winner — Experiential Marketing (virtual): Pernod Ricard; ABSOLUT.LAND (11:15 – 12:00 a.m. ET)
Absolut’s creative legacy sets a high bar for new concepts. Looking back at the progressive origins of Absolut’s historic campaign work, what is clear is the brand has always had a passion for looking forward — forging innovative ways to embrace new perspectives through art, fashion, music, and culture. The brand’s spirit had incredible synergy with the disruptive nature of Web3, and the unlimited creative experimentation in the metaverse. For a brand so bold it regularly reimagined its iconic bottle, the answer was re-imagining what it meant “to be” at Coachella. And not just to activate within the festival, but expand the experience beyond festival grounds so everyone — even fans at home without a ticket — could attend like never before. Absolut.Land was born. The virtual world’s first ticket to Coachella with mirroring experiences. A way to mix IRL concert goers with digital avatars over a very real Absolut drink.

Speaker: Alex Ghinger, Vice President of Client Management ,United Entertainment Group (UEG)

Lunch/Wrap-up (12:00 – 1:00 p.m. ET)


Jenna Choi, 
Senior Planner, Grey NY
Jenna (she/her) is a strategist by way of Iowa City and Seoul, with stints at The Martin Agency and Edelman/United Entertainment Group. Prior to joining Grey, she’s worked with both brand & social planning teams to fuse social impact and brand building across clients including UPS, ASICS, TRESemmé, Snapchat, The North Face, and Hanes. Throughout her career, she has won various awards and shortlists from The One Show, PR Week, The Shorty Awards, Digiday, and more.

Outside of work and Netflix, Jenna is a Bublé admirer, a Jannik Sinner stan, and a Curb Your Enthusiasm connoisseur.

Jennifer Shuye, Brand Strategist, Grey NY
Jennifer (she/her) is a brand strategist, working on Haleon brands such as Emergen-C, Preparation H, Robitussin, Sensodyne, and TUMS and has helped lead the agency’s reproductive rights initiatives and Asian American & Pacific Islander Heritage Month programming. She is a native Brooklynite with degrees from Princeton University and the University of Iowa, where she was an Iowa Arts Fellow. In her off-hours, she is a translator of Latin American literature with a focus on Cuban and Asian Peruvian stories.

Lori Dillon, Executive Vice President and Head of Enterprise Marketing, Citizens
Lori Dillon is Executive Vice President and of Head of Enterprise Marketing, for Citizens. Lori and her team are responsible for the consumer and commercial organizations through developing and executing fully integrated marketing initiatives. She works closely with executives across the organization to design, align and execute the marketing strategy to meet need the needs of the business both short and long term.

Dillon has been with Citizens for 30 years in various management roles and has an extensive background in financial services and operations. She most recently served as Director of Customer Experience where the team developed and designed the implementation of all customer experience improvements. This included oversight of customer research and insights, reporting analytics, and problem resolution activities. Lori also served as Director of Risk Management, and Director of Marketing Operations and Chief Financial Officer for Citizens.

Dillon received an M.B.A. from Bentley College and a Bachelor’s degree in Business Administration from the University of New Hampshire. Lori resides in Falmouth, MA with her husband Patrick, her 3 children, Riely, Raegan, and Quinn and their dog Martin.

Jissan Cherian Senior Director, Digestive Health Business Unit
Jissan is a storyteller and champion for pushing creative bravery across Haleon. He currently serves as Haleon’s Marketing Head and Commercial Lead of a $1B Digestive Health Business Unit — iconic brands such as TUMS, Nexium 24HR, Preparation H, Benefiber, Gas-X, alli, Citrucel, and Gaviscon. Since joining in 2011, Jissan has held various Marketing and Business Development leadership roles in the U.S., Southeast Asia, and Central and Eastern Europe leading in-market brand strategy and marketing activations across Nutrition, OTC, Wellness, and Skin Health brands. In 2020, Jissan led the U.S. launch of Voltaren Gel which was the first Rx-to-OTC switch in the Pain category in over 20 years.

As a member of the Haleon Marketing Leadership Team, Jissan has also led important enterprise initiatives such as developing our DE&I capability across the broader U.S. marketing organization for the last three years. Prior to joining Haleon, Jissan worked in various technology and strategy roles at Microsoft and Deloitte Consulting and earned his M.B.A. from Carnegie Mellon University.

Alex Ghinger, Vice President of Client Management ,United Entertainment Group (UEG)
Alex Ghinger (He/Him) is a NYC based Vice President of Client Management at United Entertainment Group (UEG), a global entertainment, sports and lifestyle agency. His experience in marketing ranges across Fashion, Tech, Entertainment, and most recently, Spirits & Wine. In his free time, Alex is an active player for the Gotham Knights RFCs, NYC Premiere Queer and Inclusive rugby team.