Committees | Events & Webinars | Brand Management | ANA

Brand Management

This event is over.

Introductions (11:00 – 11:15 a.m. ET)
Tori Carr,
Sr. Manager - Brand & Media, ANA

Roundtable Discussion (11:15 – 11:35 a.m. ET)

I. Barbie + Roku: An Unmissable Marketing Campaign (11:35 – 12:15 p.m. ET)
Roku partnered with Warner Bros. Pictures and Mattel to build an immersive campaign for Barbie that made it unmissable with audiences, reaching the platform’s 73M+ active accounts and capturing every stage of the streamer’s journey. From Barbie and Ken greeting viewers in a home screen takeover, to an easter-egg-filled Barbie Dream House in the iconic Roku City screensaver, plus a custom experience that drove users down the funnel to purchase tickets - Roku kept audiences engaged from power on through purchase complete. The collaboration enabled both Warner Bros. Pictures and Mattel to cut through the ad clutter, meeting their respective KPIs with a first-of-its-kind execution that leveraged the power of the Roku platform.

Chad Love,
VP - Global Media, Warner Bros. Discovery
Rachel Helfman, Director, Ad Marketing: Head of Integrated Marketing, Solutions, and Programs, Roku Inc. 

II. CARE WITH PRIDE(12:15 – 12:55 p.m.ET)
CARE WITH PRIDE® is a trailblazing advocacy marketing initiative designed to champion full equality, inclusion, and care for the LGBTQ+ community while driving love and loyalty for some of the country’s best-known-brands including TYLENOL®, NEUTROGENA®, BAND-AID® and CLEAN & CLEAR®, among others. A core component of the program involves supporting non-profit organizations that care for the LGBTQ+ community and amplifying LGBTQ+ voices. In this presentation you will hear about the magic that happened when CARE WITH PRIDE® brought together a diverse group of advocates from across the country to share their stories, forming the basis for our most moving, inspiring piece of content to date. 

Speaker: Matt Tumminello,
President, Target 10

Wrap-up (12:55 – 1:00 p.m. ET)


Rachel Helfman Director, Ad Marketing: Head of Integrated Marketing, Solutions, Programs
Rachel Daly Helfman is a tenured marketer and seasoned storyteller. She is equal parts strategic and innovative, who never veers away from the core mission of driving business and brand results. Prior to coming to Roku, Rachel spent years in Integrated Marketing at various publishers and platforms, and most recently oversaw vertical creative strategy at Snapchat. Rachel joined Roku in February 2021 to launch the Roku Brand Studio and build the Creative Solutions team. She now leads the teams responsible for Marketing at Roku’s Enterprise, Emerging, and Media and Entertainment clients.

Chad Love, VP Global Media, Warner Brothers Discovery
Chad Love is an entertainment media marketing professional who has spent 18 years+ strategizing, planning and executing close to 100 films during his career at Warner Bros. As a VP of Global Media, he has launched successful multi-million dollar films including The Dark Knight, Harry Potter Franchises, A Star is Born, American Sniper, IT, IT 2 and most recently, Barbie. He is known for his creativity and ability to collaborate and effectively guide each film throughout their lifecycle. He has received several media awards over the years for his work.

Matt Tumminello, President,Target 10
Matt Tumminello is founder and president of Target 10, one of the first and only agencies to specialize in LGBTQ+ consumers. He is a leading voice in LGBTQ+ marketing, advertising and PR, advising clients on how to build authentic, long-lasting relationships with members of the community. He frequently speaks on queer culture, representation and visibility and uses his position to elevate and build equity for LGBTQ+ people and communities. 

Matt has led LGBTQ+ work for some of the world’s best known companies, including Johnson & Johnson, Kenvue, Match Group, Pepsi, HBO and Netflix. His agency has been recognized through prestigious awards including AdColor, Reggie, Effie, ANA Multicultural, Hermes Creative and GLAAD Amplifier.Target 10 is a proud founding member of the ANA’s Alliance for Inclusive and Multicultural Marketing, working to harness the power of marketing, advertising and communication to advance inclusion and representation for all.