Committees | Events & Webinars | Brand Purpose - Growth for Good | ANA

Brand Purpose - Growth for Good

This event is over.

This event is in-person only and no virtual option is available

Networking Breakfast (9:00 – 9:30 a.m. ET)

Introductions (9:30 – 9:45 a.m. ET)

I. Creating A Consumer Permission Structure: How to Make Purpose Personal (9:45 – 10:30 a.m. ET)
Crafting a purpose-led brand story that resonates broadly in culture requires a mindset shift from complex corporate values to simple human reasons to do what feels good. By speaking first to the heart, then rationalizing with the head.

For Land O’Lakes, the ‘Eat It Like You Own It’ campaign made the personal act of eating Land O’Lakes proudly and with indulgence part of a virtuous cycle that empowers the co-op’s farmer-owners, their families, and communities. This not only gives people permission to buy the products but also buys into the brand's higher purpose. In this session, we’ll uncover the strategy behind the reinvigoration of a 100-year-old brand that’s accelerating profitable business growth, while also creating brighter futures for farming, communities, and the planet.

Sean McNamara, 
Head of Strategy at Battery 
Heather Malenshek, Chief Marketing Officer, Land O'Lakes 

II. How Brands Can Embrace Data Privacy to Thrive (10:30 – 11:15 a.m. ET) 
The growing audience demand for data privacy, and the technology and regulation changes coming with it, do not have to feel like a loss of control. By crafting messaging strategies that build data privacy literacy among consumers, brands can win trust and employ true stewardship. We will review key stats from brands going beyond compliance requirements and discuss winning ideas for building a creative approach with explicit consent at its core.

Speaker: Elyse Wallnutt,
Founder and Principal, Agility Lab Consulting

III. Why Purpose Marketing isn’t Resonating with Consumers – and How Brands Might Change That (11:15 – 12:00p.m ET)
Results of The GfK Purpose Impact Monitor Survey
Speaker: Eric Villain Managing Director, Marketing Effectiveness and AutoMobility GfK North America

Lunch (12:00 – 1:00 p.m. ET)


Sean McNamara, Head of Strategy at Battery

Sean McNamara serves as Head of Strategy at Battery, the Havas-backed 3X Ad Age Agency of the Year. He is charged with elevating the strategy practice and leading brand planning for a diverse roster of clients that includes Land O'Lakes, Royal Bank of Canada, Discord, Proximo Spirits, LA Clippers, Epic Games, Angel City City FC and WB Games. Prior to joining Battery, Sean worked on some of the world's most respected brands, including Walmart, Microsoft, AT&T, Whole Foods, The North Face, Google, KFC, and The Gates Foundation, at agencies like Sid Lee, Omelet, Grey, and Y&R. He took a brief detour from agency land for the role of CMO of direct-to-consumer Brilliant Bicycle Co. and to work with nonprofits like the Nature Conservancy, Equal Rights Amendment Coalition, and Public Counsel at the social impact agency enso. He serves as an Executive Director at Amazon Healing Foundation and

Heather Malenshek, Chief Marketing Officer, Land O'Lakes
Heather Malenshek serves as Land O’Lakes, Inc. Chief Marketing Officer, overseeing B2C and B2B branding and marketing strategy, messaging development and execution excellence and is responsible for building marketing competencies across all businesses and geographies. She also has oversight for Curious Plot, a wholly owned subsidiary of Land O’Lakes, Inc. Prior to joining Land O’Lakes, Heather was the Chief Marketing Officer for the Harley-Davidson Motor Company. Her career has spanned a wide range of brands and categories including airline, financial services, pharmaceuticals, automotive, food and beverage, pet care and more. She has been recognized by Forbes as one of the world’s most influential CMOs in both 2018 and 2019 and in April 2021 was elected to the Board of Directors for The Ad Council. Heather was born in Scotland and grew up next to her uncle’s farm where she developed her love of animals – especially horses and dogs. A self-confessed gearhead at heart, she has a true passion for anything with a motor but particularly for those with two wheels.

Elyse Wallnutt, Founder and Principal - Agility Lab Consulting
Elyse Wallnutt is a senior marketing and tech leader with 16+ years of experience driving results at the intersection of revenue, advocacy, brand, and policy objectives. After nearly two decades working in leadership roles for some of the largest nonprofit brands in the world — including Amnesty International, Heifer International, Feeding America, UNICEF USA, The Nature Conservancy, and World Food Program USA – she launched Agility Lab Consulting to help nonprofits understand and adjust for the impact that audience demand for privacy is having on mission reach and donor acquisition strategy.

Eric Villain Managing Director, Marketing Effectiveness and AutoMobility GfK North America
Eric has over 30 years of experience in marketing insights spanning a wide array of brand management disciplines, including innovation, positioning, communication development, tracking, brand equity, market segmentation and customer satisfaction. Eric also holds a passion for creating successful, highly collaborative teams. Eric joined GfK in 2012 and is currently leading the Marketing Effectiveness and AutoMobility teams. His previous experience included Ipsos OTX Media CT, President, Media and Technology, Kantar Added-Value Executive Vice President, and Kantar Millward Brown, Executive Vice President, Western Region. Previous engagements also included McCann Erikson. Eric was also a qualitative expert having conducted several thousand groups, in-depth interviews and workshops over the years. Eric lives in Connecticut and is an avid hockey player and fan.