Media and Commerce Marketing Committee Meeting

This event is over.

Agenda

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

I. Networking Breakfast & Registration (9am-9:45am ET)

II. Member Introductions & ANA Announcements (9:45-10:15am ET)

III. Strike While the Culture Is Hot: Planet Fitness’ Formula for Social-First Brand Building
(10:15am-11am ET) (Download the Presentation)

In a landscape where brands often show up late or overproduce their way out of relevance, the real challenge is turning cultural moments into participation, not just presence. This session reveals the formula of success that allows Planet Fitness to win cultural moments like New Year's Eve and Rebound & Recover. It starts with identifying relevant yet unexpected cultural conversations the brand can join. Then, Planet Fitness leans into speed, instinct, and creator-led storytelling to meet culture where it already lives. The result is work that travels organically, driving massive reach, engagement, and shareability… all without feeling like an advertisement. Attendees will leave with a clear framework to identify the right moments to move at the speed of social and how to show up in a way that audiences actually want to engage with.

Speakers:

Caroline Nevin, Director of Social Media, Planet Fitness
Evan Horowitz, CEO, Movers + Shakers

IV. Measuring What Matters: Unlocking True Incrementality in Retail Media (11am-11:45pm ET) (Download the Presentation)

What if your retail media results aren’t telling the full story? Get a behind-the-scenes look at new insights that exposed how much retail media iROAS results can vary, not because of campaign performance but because of opaque, invisible measurement choices made by RMN partners. Hear how Post Consumer Brands’ VP National Media, Digital Commerce & Performance Media learned that hidden variables were distorting results, masking true incrementality, and leading to misguided investment decisions. Walk away with a clear, practical framework to demand greater transparency from retail media partners, pressure-test RMN-reported outcomes, and optimize your investment decisions.

Speakers:

Andy Leapaldt, VP National Media, Digital Commerce, & Performance Media, Post Consumer Brands
Steve Baxter, EVP Retail Media, Ovative Group

V. Session 3: What’s Keeping You Up at Night About AI in Media & Commerce? (11:45-12:30pm ET)

As AI rapidly reshapes media, marketing, and commerce, leaders are navigating equal parts opportunity, uncertainty, and the pressure to move fast. In this interactive closing discussion, small groups will come together for an honest conversation about the biggest challenges, unanswered questions, and emerging opportunities. Designed to be candid and collaborative, this session will give attendees the opportunity to exchange perspectives with peers, compare approaches, and leave with fresh insights on how others are navigating the evolving AI landscape.