Committees | Events & Webinars | Brand Purpose | ANA

Brand Purpose

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Ken Beaulieu, Director of Brand Purpose Committee and the ANA Center for Brand Purpose  ANA
Paul P. Robinson, Director of the Brand Purpose Committee – ANA

I. How Health and Happiness Trends Will Impact Purpose-Led Brands (11:15AM – 11:55AM)
With the new year fast approaching, what are the key forces and trends that will define the next era of “well-care” and help purpose-led brands explore future-forward ideas? Kim Bates, chief futurist at LRXD, will share key findings from the organization’s annual Future of Health and Happiness Report, including emerging trends that will enable purposeful brands to create more meaningful consumer experiences in the future. Learn about rapid response communities, immunity as the new status, the emerging eraser economy, the future of M2ME care, the tension between live-verse and metaverse, and more.

Kim Bates, Chief Marketing Officer and Chief Futurist  LRXD


II. How partnering with a nonprofit creates a competitive edge (12:15PM – 12:55PM)
Cause partnerships are a brand’s path to purpose. Stephanie Slingerland at the Kellogg Company and Diana Hovey from the No Kid Hungry campaign will discuss the new competitive edge a partnership with a nonprofit brings. They will share how Kellogg has connected with its customers through an authentic cause partnership with No Kid Hungry. Learn how connecting a brand to purpose bolsters relationships, boosts sales and drives positive business objectives – all while driving social good.

Diana Hovey,
Senior Vice President, Corporate Partnerships – No Kid Hungry, Share Our Strength 
Stephanie Slingerland
, Global Philanthropy and Social Impact Lead  Kellogg's


Speaker Bios

Kim Bates, 
Chief Marketing Officer and Chief Futurist, LRXD
Kim is a marketing, communications and innovation executive with 20+ years of experience driving profitable revenue growth, leading marketing and strategy departments on both the client and agency sides.

As the CMO of LRXD, she leads the agency’s brand, growth, thought leadership and reputation initiatives.
Kim was most recently the Chief Futurist at Faith Popcorn’s BrainReserve. A think tank with over 90% accuracy on predicting the future.

As the leader of The FutureFactor Lab at LRXD, she works with fortune 200 enterprises and start-ups to help predict, navigate and leverage the future to generate meaningful business transformation, incremental revenue and share growth. As the host of our #TakeCareTuesday Video & Podcast series, she talks with creators, influencers and thought leaders in the Health & Happiness space.

Throughout her career, Kim has led end-to-end marketing, strategy and communications initiatives for some of the top companies and brands including: Chipotle, Starbucks, Unilever, P&G, Pfizer, Allergan, GSK, Hyatt, Marriott, Wynn Hotels, The Wonderful Company, Pepsi, Coca-Cola, Diageo, Google, Verizon, HBO, Disney, Lego, Crayola, Star Wars, NFL, NBA, PGA, NHL, MBA, Equinox, Reebok, Champion, Footlocker, Revlon, Pantene, Almay, Bank of America, Mercedes, Jeep, Maserati and Hyundai & Genesis Electric + Hydrogen Fuel Cell Vehicles.

Diana Hovey, Senior Vice President, Corporate Partnerships – No Kid Hungry, Share Our Strength 
Diana Hovey is the Senior Vice President of Corporate Partnerships and a member of the Executive Team. She leads the team’s strategic planning, campaign development, and revenue growth generation. Diana works closely with executives across a diverse set of industries to align strategies that support No Kid Hungry while also driving their brands’ business objectives. Prior to serving in this role, she was Senior Vice President, Dine for No Kid Hungry for Share Our Strength.

Diana’s relationship with Share Our Strength began in 2008, when Corner Bakery Cafe, where she served as Chief Marketing Officer, joined Dine for No Kid Hungry. Dine for No Kid Hungry has brought together nearly 30,000 restaurants, sponsors and millions of consumers to raise over $100 million since its launch in 2008.

For over 30 years, Diana’s has used her strategic marketing expertise across many areas of the restaurant industry. She directed TGI Fridays first launch into national media and directed marketing and brand strategy for its new concepts division. Following her tenure at TGI Fridays, Brinker International recruited Diana to revamp the branding, menu design and advertising for On the Border and Cozymel’s restaurants and Romano’s Macaroni Grill.

Diana is active in the National Restaurant Association and formerly served as co-chair and board member of its Marketing Executives Group. She has served on the board for Dine for No Kid Hungry since 2009 and was recognized with the organization’s Leadership Award in 2010.

Stephanie SlingerlandGlobal Philanthropy and Social Impact Lead – Kellogg's
As Senior Director, Philanthropy and Social Impact, Stephanie is responsible for leading and implementing the company’s global food security cause platform, Kellogg’s Better Days. She leads the planning and execution of the companywide U.S. United Way campaign, and related employee engagement activities. Stephanie serves as Executive Director for the Kellogg Company Fund and the Kellogg Employees’ 25 Year-Fund, private foundation established by Mr. Kellogg in 1944 with support from Kellogg Company to assist 25-year employees experiencing financial hardship. She also leads communications strategy and execution for the company's social responsibility initiatives, including wellbeing, philanthropy, sustainability, and equity, diversity & inclusion, to drive growth and enhance reputation.

Stephanie joined Kellogg in 2006 as part of the company’s Corporate Communications team, and progressed through a variety of communications roles with increasing responsibility until joining the Philanthropy team in 2016. Her previous roles included leading the development and execution of global corporate reputation communications strategies to advance and promote Kellogg Company’s reputation with key stakeholders. Before joining Kellogg, Stephanie worked as a technical writer and freelance journalist.

Stephanie is a Lee Honors College graduate with a Bachelor’s Degree in Journalism from Western Michigan University (WMU) and received a Master’s Degree in Communication from WMU as well.

She currently serves as Immediate Past Chair on the Board for the United Way of the Battle Creek and Kalamazoo region, and as a member of the United Way Worldwide Global Corporate Leadership Advisory Council and the No Kid Hungry Leadership Council. She also serves as Co-Chair on the External Advisory Board for the WMU School of Communication, and on the WMU Alumni Association Board of Directors, the Kalamazoo Symphony Orchestra Board of Directors and leadership team for the Women of Kellogg employee resource group.