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
John Paquin, Director, Brand Activation – ANA


I. Responding to the Crisis in Ukraine: World Vision (11:35 AM – 12:15PM)
As the Ukraine crisis took hold, World Vision was ready to help deliver life-saving assistance to meet the basic and protection needs of hundreds of thousands of refugees, internally displaced people and host community members in Romania, Moldova, Georgia, and Ukraine. World Vision and our partners are providing in-kind and cash assistance to help meet basic food, shelter and water, hygiene, and sanitation needs. Additionally, World Vision is working to protect women and children offering them safe space and access to information, education health care, and other basic services. Critical to providing this support is reaching consumers throughout the donor journey and engaging them to give. In this session, learn about how World Vision conducts its fundraising response during a disaster and how you can help support the people of Ukraine

Speaker: Hilary Reynolds, Senior Director, Segment and Product Marketing – World Vision

II. How Purpose-Based Brands Outperform the Competition (12:15 PM – 12:55PM)
Great purpose-based brands “win inside to win outside.” That’s what Jeff Fromm, author of The Purpose Advantage, maintains is the secret to driving consumer trust and meeting the expectations of all stakeholders around values-based brand action. In this session, learn why it’s critical to integrate United National Sustainable Development goals into a purpose strategy and how that strategy can drive service, business, and cultural innovation through what he calls a “virtuous cycle.” He will highlight B2B and B2C brands that are beating the competition in purposeful ways, growing market share, and making a difference in the process.

Speaker: Jeff Fromm, Author – The Purpose Advantage


Speaker Bios

Hilary Reynolds, Senior Director, Segment and Product Marketing of World Vision U.S.
Hilary Reynolds is Senior Director for World Vision U.S. Private Funding group. She leads the mass market Product and Experience Team developing new products, managing the product life cycle, and designing exceptional donor experiences. She also leads the fundraising response and marketing plan development when disasters strike around the world and here at home in the U.S.

 As part of these efforts, Hilary led World Vision’s mass market response during COVID, the U.S. Tornadoes and now the Ukraine crisis. She collaborates across marketing, sales, programming, PR, and solution teams to ensure a consistent message in market that appeals to the hearts and minds of consumers, and offers them an easy way to donate and help the most vulnerable who are suffering the effects of a crisis.

 Hilary has been with World Vision for 16 years. She started in the internal Creative Agency as the Client Services Director and then moved to serve as a Product Manager, then Director for Child Sponsorship. Today she is the Senior Director across all mass market products. Prior to joining World Vision, she worked as a consultant with an agency serving other NGOs like Episcopal Relief and Development and for-profit organizations like Microsoft and SAFECO Insurance by developing marketing strategies, plans, and branding.

Jeff Fromm, Author – The Purpose Advantage
Jeff is a 5X Author including The Purpose Advantage 2.0 (2021), writes at Forbes and is a senior advisor at LaneTerralever

Jeff’s conducted the first large-scale research project on “Millennials as Consumers” with The Boston Consulting Group in 2010/2011.  This research led to the first of five books - Marketing to Millennials, Harper Collins 2013.  His focus on sustainability, innovation & brand purpose was born through ongoing consumer research.

Jeff is currently on the Board of Directors at Tickets For Less and Three Dog Bakery.  Recent past boards include Service Management Group (acquired by Brentwood Capital, 2021) and BioStar Renewables.