Brand Management

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NETWORKING BREAKFAST (9:00 – 9:45AM)
INTRODUCTIONS (9:45 – 10:00AM)


I. JOHNNIE WALKER: KEEP WALKING AMERICA (10:00-10:45AM)
Johnnie Walker's latest marketing campaign leaned into a topical conversation on cultural progress, making a powerful statement last November with advertising creative celebrating a diverse and optimistic future for America. In this session, Stephanie Jacoby, vice president of Johnnie Walker at ‎Diageo, will discuss the campaign, how they leveraged a relevant moment in culture to drive brand purpose, and lessons learned along the way.

Speaker:
Stephanie Jacoby, Vice President, Johnnie Walker – ‎Diageo


II. MASSMUTUAL: ADOPT A MARATHON RUNNER (10:45AM-11:30AM)
MassMutual took its new brand positioning straight to the New York City Marathon, glomming on to the world's most-popular 26.2-mile race. As part of its new "Live Mutual" brand platform, they paired participating runners with cheering supporters in an effort to show how mutually connected we all are. Jennifer Halloran, head of brand and advertising at MassMutual, will share the story of their new brand positioning, why the New York City Marathon, what it took to make this happen, and key lessons learned.

Speaker:
Jennifer Halloran, Head of Brand and Advertising – MassMutual


III. V8: AMPLIFY YOUR AUDIENCE'S VOICE (11:45AM-12:30PM)
Upon evaluating one of its products, V8®+Energy, Campbell Soup noticed it had a grown quite a bit of a following online. Digging deaper to learn more, the team dove in and read all the online reviews from their fans -- and found something completely unexpected. V8®+Energy users weren't talking about any of the selling points the brand had advertised over the past five years. There was something different fans loved about the product. In this session, Russ Wilkin, Marketing Manager – Campbell Soup, will share how V8 used these consumer reviews & testimonials to dramatically change course and in-turn drive trial of V8®+Energy.

Speaker:
Russ Wilkin, Marketing Manager – Campbell Soup


LUNCH (12:30–1:15PM)


IV. MAKING YOUR BRAND PRICELESS (1:15-2:00PM)
Most consumers differentiate between products and experiences they want to invest themselves INTO and necessities they want to get as efficiently and cheaply as possible. Gone are the days where shopping and accumulating 'stuff,' provided satisfaction and status. In this session, JP will vividly illustrate the key drivers behind the sustained success of 'Ueber-Brands' across the world and across industries. He will explain how your brand can go 'Ueber' - German for 'above and beyond'- by gaining meaning beyond the material and making us value them beyond price.

Speaker:
JP Kuehlwein, Co-Founder and Partner - Ueber-Brands


V. MEMBER ROUNDTABLE DISCUSSION: BRAND SAFETY, POLITICAL CONVERSATIONS, AND HOW TO KEEP YOUR BRAND TOPICAL (2:00-2:30PM)
In this roundtable discussion committee members will be asked to discuss their thoughts on brand safety and brands entering the political conversation. Members will be asked to share their approach to how they monitor where their ads are placed online, if or how they will or won't participate in political conversations, and participate in a Q&A. This is a great opportunity to benchmark with your peers and learn from what other companies are utilizing as their best practices to keep their brands relevant, but without causing harm.

Facilitators:
Roger Adams, Former CMO – USAA and ANA Brand Management Committee Chair
Crystal Albanese, Sr Manager, Content Marketing – ANA