Brand Purpose - Growth for Good

This event is over.

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

Introductions (9:30 – 9:45 a.m. ET)

I. Sustainability- Addressing the Intent to Action Gap (9:45 – 10:30 a.m. ET)
In order to achieve ESG goals many brands must affect how consumers purchase and use their products. Consumers consistently report that they want to live more sustainably, but in practice we see a gap between that intention and actual, measurable consumer behavior change. Traditional advertising and awareness campaigns fall short; this session will explore a framework for successful behavior change based on relevant data. Leaders from Burt’s Bees and Hellmann's will present case studies and learnings to illustrate what has worked and what has not.

Melissa Anderson
, Co-Founder & President, Public Good Software
Paula Alexander
, Sr. Director, Sustainability, The Clorox Company (Burt's Bees)
Chris Symmes, 
Marketing Director of Condiments at Unilever

II. The Future of Work: Forging an Inclusive Economy (10:30 – 11:15 p.m. ET)
In collaboration with Ford Foundation and WIEGO (Women in Informal Employment: Globalizing and Organizing), we created an immersive interactive branded content piece. This treatment provides readers a greater understanding of the informal economy and its impact on communities worldwide. In the highly visual experience, we combined statistics, powerful interviews and original photography to depict the plight of the 2 billion-plus informal workers globally. The piece listed out wide-scale changes needed to improve the lives of informal workers. We educated readers on the gravity of the situation, while instilling hope by highlighting the Ford Foundation’s critical work to help forge an inclusive economy.

Joyce Parente
, VP Marketing Solutions, The Guardian US
Alexis Schwartz
, Executive Director, Head of Purpose Partnerships, The Guardian US

III. Hellmann’s  Mayo Tackles Food Waste (11:15 – 12:00 p.m. ET)
Our idea was “Hellmann’s Mayo Tackles Food Waste” to Make Taste, Not Waste. We partnered with legendary linebacker Jerod Mayo, who intercepted (“tackled”) people in food wasting moments to show them exactly how to transform the food they were about to waste into a delicious dish with Hellmann’s (“save that spinach, make a frittata”). We used this attention-grabbing creative device throughout the campaign to demonstrate and empower people to save those commonly wasted foods and transform them into new dishes in their very own homes. The platform for our idea – the Super Bowl. It is the second biggest food consumption day, meaning it is also a big food waste moment in America. We wanted our message to be top of mind right at the very moment food would be wasted.

Daryl Giannantonio,
Executive Strategy Director at Wunderman Thompson
Chris Symmes, 
Marketing Director of Condiments at Unilever

Lunch (12:00 – 1:00 p.m. ET)

Wrap-up (1:00 – 1:15p.m. ET)

Speaker Bios

Melissa Anderson, Co-Founder & President, Public Good Software
Melissa is a dynamic thought-leader around social impact innovation and an experienced speaker and keynote at a broad range of leading industry media and purpose brand events including the Reuters Responsible Business Summit, Gates Foundation Greater Giving Summit, Digiday CMO Summit, Association for National Advertisers (ANA), Sustainable Brands Flagship Conference, the Online News Association Annual Conference, The Association of Alternative Newsmedia (AAN), Engage for Good, Digital Hollywood, The White House MSOY Annual Awards, and The Working Mother 100 Best Companies Annual Conference and Gala. She has also been featured in, Microsoft Chicago and The Pentagon Channel.

Melissa is currently the Co-founder and President of Public Good Software. Under her leadership, Public Good's AI for Good technology has become the leading purpose marketing platform working with the nation’s leading publishers and brands including CNN, Hearst, HuffPost, Nestle, L’Oreal, PepsiCo and Pfizer. Prior to Public Good, Melissa founded a start-up within a start-up with Sittercity’s Employer Program which was acquired by Bright Horizons, the global leader in employer sponsored care solutions.

Past accolades include being named as a Civic Leader by the Air Force Chief of Staff and “Wonder Woman of Chicago” by ideaForge. Melissa also serves on the Advisor Board of the Sustainable Media Center, as a Lead mentor for Techstars in Chicago, and has served as the President of the Auxiliary Board at the Chicago Children's Museum.

Paula Alexander, Sr. Director, Sustainability, The Clorox Company (Burt's Bees)
Paula Alexander is Sr. Director, Sustainability, at The Clorox Company. She has played a vital role in influencing the company’s 2030 sustainability strategy and integrating social and environmental responsibility into every brand and business unit while leading the Commercial Team of the Sustainability Center from 2020-2023. She has served on the Burt’s Bees Leadership Team since 2012, and serving as President of The Burt’s Bees Foundation, drives the foundation mission to protect biodiversity and reconnect people to nature. Paula has served in leadership roles in Brand Development, Marketing and Human Insights.
Paula began her career in consumer-packaged goods brand management at Unilever on the Snuggle, Lever 2000 and Suave brands. She was global brand manager on Dove during the Campaign for Real Beauty launch that over a decade later is still influencing the beauty industry and building self-esteem among women and girls.

She was selected for the 2022 Institute for Real Growth IRG100 and was named a Marie Claire Beauty Changemaker. She is an Advisory Board member for the Duke Center for Energy, Development & the Global Environment and Sustainable Brands.

Alexis Schwartz, Executive Director, Head of Purpose Partnerships, The Guardian US
Alexis Schwartz has 30 years of experience in media and publishing, specializing in working for premier brands to build effective partnership programs that are rooted in purpose and create value. As Executive Director, Head of Purpose Partnerships at the Guardian US, Schwartz specializes in collaborating with brands that lead with sustainability, DEI, and social equity and justice. She began her time at the Guardian US four years ago as a part of the Advertising Partnership Team. She frequently contributes thought leadership as a panelist at speaking events, including the Sustainable Brands Conference and The Female Quotient (FQ) Equality Lounge at SXSW.Before joining the Guardian US, Schwartz helped build the brand partnership division for Chegg, a Silicon Valley start-up with a corporate culture and business strategy committed to creating better student outcomes. Her career includes nearly 20 years of representing Time magazine and, where she spearheaded integrated platforms showcasing Time magazine’s renowned editorial franchises such as “Person of the Year” and “TIME 100.” 

She holds a Bachelor of Arts degree in Journalism from Indiana University Bloomington. Schwartz makes her home in Charlotte, North Carolina, where she lives with her husband, Chris, daughter Lauren, son Jake, and two Westie brothers, Rory and Finn.

Daryl Giannantonio, Executive Strategy Director, Wunderman Thompson
Daryl is an Executive Strategy Director at Wunderman Thompson NY where she has been leading global and regional strategy teams creating innovative strategies to drive brand growth. She brings with her 20 years of championing the discovery of human insights leading to people-centric ideas across a breadth of B2C and B2B categories including food, personal care, health, beauty, and technology.

Daryl has a curiosity and passion for finding creative solutions to business problems. She thrives on uncovering the little interesting behaviors and insights about people that can have a profound impact on a business.

Chris Symmes, 
Marketing Director of Condiments, Unilever
Chris Symmes is Marketing Director of Condiments at Unilever in North America. In his role, he is responsible for the full-funnel marketing programming of Hellmann’s, Sir Kensington’s, and Maille. He recently led the development and deployment of Hellmann’s Super Bowl campaign centered around Make Taste, Not Waste – a campaign, in its third year, to increase awareness of and provide resources for consumers to combat food waste in their homes.

Prior to Hellmann’s, Chris worked in Unilever’s Personal Care business for several years on brands such as Dove Men+Care, Degree, and Schmidt’s. He has his M.B.A. from the University of California, Berkeley and enjoys time in Upstate New York and playing tennis in his spare time. 

Joyce Parente, Vice President of Marketing Solutions The Guardian US
Joyce Parente is an integrated marketing professional. In her role as Vice President, Marketing Solutions for the Guardian US, she leads a team responsible for supporting business and purpose-driven partnerships with creative marketing strategy, event planning, speaker thought leadership, research and data analysis, and public relations. Parente has a deep expertise in branded content development across all screens incorporating custom social, video, data visualization, and rich media in categories such as tech, automotive, telecom, entertainment, pharmaceutical, travel, apparel, CPG, and more.


An insights-driven marketer, Parente also possesses an intimate knowledge of the consumer landscape—behavior motivators, preferred media usage and overall mindset—informed by numerous proprietary research projects she has spearheaded combined with an always on curiosity about the industry at large.Before joining the Guardian US, Parente’s career stops included time in leadership positions at top media brands including G/O Media, Rolling Stone, Men's Health, National Geographic, The Source, Complex Media and Playboy.She is a graduate of Bard College, in Annandale-on-Hudson, New York. Parente resides in Long Island City, Queens, New York (next to the famous Pepsi sign!) with her husband Mark and good dog Ersha.