Committees | Events & Webinars | Media | ANA


This event is over.

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

I. Breakfast & Registration

II. Announcements & Introductions (10:00-10:15am) 

III. MMM and the layered approach to measurement (10:15-11am)
Marketers have encountered a great deal of change over the past few years, from the rise of CTV to the loss of signals resulting from changes in iOS and privacy legislation. Nearly all of these changes have one thing in common, though - they've made comprehensive and accurate measurement more difficult than ever. In this session, Chris Marino, Bloomberg Media's global head of media and marketing technology, and Grant Germano, director of marketing technology strategy, will take us through the journey to evolve their measurement framework, implement marketing mix modeling (MMM), and write a playbook that enables data-driven optimizations.

Chris MarinoGlobal Head of Media & Marketing Technology, Bloomberg Media

IV. Maximizing Impact: Activating Brand-Building Campaigns with a Performance Mindset (11:00-11:45am) 
Unleash the power of a performance-driven mindset in brand-building campaigns with BabyBjörn's captivating success story. BabyBjörn is a family-owned brand that is known worldwide for their quality baby gear. This year, the brand celebrated the 50th anniversary of their iconic baby carriers. Join Performance Marketing Manager, Morgan Graham, as she reveals how the team transformed a heritage campaign into a dual force of awareness and conversion utilizing media partners and traditional performance channels. Explore the strategies that seamlessly blend BabyBjörn's rich history with present innovation, forging lasting brand affinity.

Morgan Graham, Performance Marketing Manager, North America, BabyBjörn

Morgan Graham is a results-driven strategic Performance Marketing Manager with over five years of experience in driving successful digital campaigns. She currently serves as the Performance Marketing Manager for BabyBjörn North America where she oversees the brand’s SEM, paid social, affiliate, and retail media channels.

Prior to BabyBjörn, Morgan worked in digital marketing strategy for Forbes Books. She holds a B.S. in marketing and a B.A. in English from the College of Charleston Honors College.

V. Break (11:45-11:55am) 

Shoppable Pits: Degree’s Social Commerce Activation Turns Armpits Into Virtual Stores (11:55am-12:30pm)
Learn about the campaign that won the “Creative Commerce Award” by leveraging both Instagram, influencers, MikMak, and Shopify integrations. Unilever's Degree piloted its ‘Shoppable Pits’ social commerce activation, a first for the brand, which enabled users to buy deodorant within shoppable Instagram stores. Degree created dozens of store "locations" in the form of user profiles and partnered with a range of influencers to turn their armpits into virtual stores across Instagram. Hear how the campaign exceeded CTR by 87 percent and was the top retail driver with over 74 percent of retail traffic.

Morgan McBain, Senior Brand Manager, Degree, Unilever

VII. Lunch (12:30-1:30pm)