Brand Purpose

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Ken Beaulieu, Director of Brand Purpose Committee and the ANA Center for Brand PurposeANA
John Paquin, Director, Brand Activation, ANA

ROUNDTABLE DISCUSSION: How Purpose will Impact Marketing Over the Next 5 Years (11:15AM – 11:35 AM)

I. Healing with Humanity to Drive Growth (11:35AM – 12:15PM)
Hello humankindness,” the brand platform first developed for Dignity Health in 2013 in partnership with the creative agency Eleven, was born of the insight that humanity has the power to heal, and that doctors, nurses, and caregivers are uniquely positioned to deliver on that promise. After Dignity Health merged with Catholic Health Initiatives in 2019, to become CommonSpirit Health, one of the largest nonprofit health systems in the U.S., the brand platform continued to have a measurable impact. A recent attribution study found that for every dollar spent on marketing, the organization receives 4.5 times back in revenue. In this session, learn about the benefits of human-to-human interactions between healthcare providers and patients and how CommonSpirit Health’s powerful brand platform influences almost every aspect of the organization.

Mark Viden, SVP of Brand, CommonSpirit Health
Courtney Buechert, PresidentEleven, Inc

II. Save the Night with Jägermeister (12:15PM – 12:55PM)
With COVID putting nightlife and everyone involved in it under threat, Jagermeister wanted to do something to help the wider community in this time of need -- not just to sell more product, but because it was the right thing to do. So they launched #SaveTheNight, a campaign designed first and foremost to support the nightlife community, and entertain their audience during the pandemic lockdown. See how Jagermeister worked with Post Malone, Foo Fighters, Radiohead and others to support indie venues and artists through these tough times.

Speaker: Cliff Rigano, Creative Director Culture, Content & Experiential MarketingJägermeister


Speaker Bios

Mark Viden, SVP of Brand, CommonSpirit Health
Mark Viden is Senior Vice President of Brand for CommonSpirit Health. He drives brand development, advertising, and digital strategies that promote growth, awareness and consumer preference across the organization.

As part of these efforts, Mark spearheads the award-winning “Hello humankindness” brand platform which communicates the organization’s unparalleled and pioneering approach to care through kindness, and he is currently leading the platform’s national expansion. His vision, which includes content showcasing touching moments and relationships, ensures patients, physicians and employees are intrinsically aware of an unyielding commitment to humanity. Most recently, Mark was the recipient of the Campaign US 2020 Power of Purpose Award for his innovative work on the organization’s brand platform, "Hello humankindness," demonstrating continued brand leadership and recognition within and beyond the health industry.

In addition to overseeing brand advertising, Mark is responsible for developing branded experiences through sports sponsorships, event activations and other channels. He also directs social media strategies and native content development.

Prior to joining Dignity Health, Mr. Viden held marketing positions in both Boston and San Francisco. He started his career at the advertising agency, Hill Holiday, then moved brand-side in the financial services industry. He also led brand development for a boutique agency that served both startups and established brands, such as Hewlett Packard, NBCi, and Houghton Mifflin Harcourt.

Mr. Viden is a frequent industry and academic speaker, having appeared at the Association of National Advertisers conferences, the Incite Marketing Summit and the Experiential Marketing Summit, and the University of California, Berkeley, Haas School of Business’ Center for Social Sector Leadership. He continues to serve as a jury member for the ANA International ECHO Awards and the Effie Awards, and was a leader on the board of the International Association of Business Communicators.

Courtney Buechert, PresidentEleven, Inc
Courtney, a second-generation advertising executive, grew up at creative agencies Goodby, Silverstein & Partners, Anderson & Lembke, and Leagas Delaney. Courtney later led McCann Erickson’s office in San Francisco overseeing 700 employees and doing business in 40 countries for clients Microsoft and Hewlett-Packard. He has been Eleven’s CEO since 2006, and also serves on the global management team of Plus Company as the US Chair. In his off hours, Courtney is a faculty professor and advisory board member at the Haas School of Business, UC Berkeley.

Cliff Rigano, 
Creative Director Culture, Content & Experiential MarketingJägermeister
Cliff Rigano is Creative Director & Head of Culture, Content & Experiential Marketing, overseeing the development and execution of all content creation, cultural marketing and event marketing for Mast Jägermeister US, one of the world's most successful liqueurs and available in 150 countries.  Before joining Jägermeister in 2012, he was a marketing director for Universal Motown and Republic Records working on campaigns for The Rolling Stones, Black Sabbath, Drake, Lil Wayne and many more.  Prior to that, he was a successful recording artist and live performer for over 15 years, selling over 400,000 albums and performing in 20 countries worldwide as singer in Dry Kill Logic.