Masters of Marketing Annual Conference

This event is over.

Growth is the focus of this fall’s 2011 ANA Annual Conference - The Masters of Marketing. The conference was held October 20-23, at the JW Marriott Desert Ridge Resort & Spa, Phoenix, Arizona. This conference brought the industry’s leading marketers together for a wide-ranging, no-holds-barred discussion about breakthrough growth powered by brand mastery that drives exponential sales, profitability, and share-of-market results.

See our special 2011 Masters of Marketing page for presentations, video and other content from this industry leading event.

Related Content


Thursday, October 21, 2011
12:00pm Registration Opens
1:00pm School of Marketing Workshops
  • How Great Marketers Innovate
  • how to Drive Dramatic Agency Results

Welcoming Reception Sponsored by Facebook


Sponsored by A+E
Entertainment provided by VEVO
Performance by Vanessa Carlton


Post Reception Sponsored by Yahoo!

Friday, October 22, 2011

Breakfast Sponsored by Google

Bonita Stewart
Vice President, U.S. Sales

Understanding the Current Consumer
In the wake of the Great Recession, both the U.S. economy and the U.S. consumer have been dramatically transformed. As business looks to jump-start growth, where the consumer mindset goes consumer behavior will follow. To best understand how consumers are shopping now, marketers need to understand three core drivers:

  • Communities: understanding the many ways that communities are now being defined by consumers
  • Attitudes: understanding the transformed mindset of the U.S. consumer and how responsibility is integrated into their value proposition
  • Technology: understanding how technology has enabled consumers to successfully navigate and thrive in the new economic realities by making responsible consumption easy to find and simple to buy

We'll discuss how Walmart is taking learnings from these three drivers and applying it to its business.

Stephen F. Quinn
Executive Vice President, Chief Marketing Officer
Walmart U.S.

Understanding the Power of Your Brand
In today's world, where categories become more cluttered and confused, customers' needs evolve, and people's lives in general get more complicated, brands play an ever more important role in anchoring the value of companies and their products/services. More and more, brands are not just what we buy but what we believe. We choose brands that fit not only our needs, but also our lifestyles, our values and our
point-of-view on the world.

Esther Lee will share how AT&T has mined the powerful truth about their brand and how this truth provides an important platform for the company to engage its stakeholders-with it's marketing and beyond.

Esther Lee
Senior Vice President of Brand Marketing & Advertising
AT&T Operations, Inc.

Thomas Friedman
The New York Times Columnist

Leap! Why It's Time for Your Company to Make Big Moves
Kraft Foods is defying the odds by proving a large organization can transform its marketing with speed and success. Fueled by the notion that lasting change happens in leaps and bounds-not through incremental shifts-the company has embarked on a mission to quickly elevate its advertising by celebrating its consumers and iconic brands.

Dana Anderson will share key ways to help your company leap forward and why it's evolving into a business necessity. She will explain:

  • Key characteristics the best leapers share
  • How leaping makes the bottom line jump
  • Why leaping is a trend we'll see more of in the future

Dana Anderson
Senior Vice President, Marketing Strategy and Communications

Kraft Foods

Putting the Big M in Marketing... How to Put Marketing at the Center of the Plate
In today's challenging global economy, with the consumer landscape fundamentally changing overnight, now more than ever there is the need for companies to have a sustainable business model in place that enables the big "M" in marketing to function as a key driver in an organization's growth. However many companies today are choosing to focus on the small "m" of marketing, viewing this critical business function as simply an extra cost.

Tony Palmer's presentation will concentrate on the big four marketing challenges many consumer products companies are facing today and how now is not the time to cut back on investing in brands or strategic marketing spending. Leveraging consumer industry data, supported by Kimberly-Clark's own way of marketing and brand examples, he will challenge attendees to take action within their marketing teams and organizations and remind them that the future has always been in the hands of fearless, unreasonable people.

Anthony J. Palmer
Senior Vice President, Chief Marketing Officer
Kimberly-Clark Corporation

12:30pm Luncheon Sponsored by NBCUniversal

The Big Events of 2012 on NBCUniversal: The Super Bowl, The London 2012 Olympics & The 2012 Presidential Election
A conversation about the year's most anticipated events with Brian Williams, NBC News Anchor and Managing Editor of "Nightly News" and "Rock Center," and Al Michaels, "Sunday Night Football" Commentator and Olympic Daytime Host. Moderated by Lester Holt, Anchor of "Dateline," "Weekend TODAY" and "Weekend Nightly News."

NBCUniversal is home to the biggest events of 2012 -- The Super Bowl, the London Olympics and the 2012 Presidential Election. No other company can bring these big events to life across as many networks, channels and platforms. Get the inside take on the year's most anticipated events by joining us for a conversation with NBC News' Brian Williams and NBC Sports' Al Michaels. Moderated by NBC News' Lester Holt, with a special introduction by John Miller, CMO of the NBC Television Group and Chairman, NBC Marketing Council.


General Session contd.

Approaches to Developing and Capturing Markets
Jon Iwata will discuss IBM's differentiating and enduring approach to developing and capturing markets, drawing on examples across IBM's "Centennial" and "Smarter Planet" strategies. Based on an analysis of what leading chief creative officers and chief marketing officers are doing today, Jon Iwata will discuss patterns and best practices that will guide the work of marketing public relations and corporate affairs.

Jon C. Iwata
Senior Vice President, Marketing and Communications
IBM Corporation

Outperforming The Economy: 7 Lessons from A Brand Transformed During A Recession
Weight Watchers' business performance has always been reflective of consumer confidence. When Americans feel confident in the economy, the business does well. But when consumer confidence drops, few consumers want to pay weekly or monthly fees to lose weight. So how did Weight Watchers stock consistently outperform the S&P in one year - a year when the consumer confidence index was at its third-lowest level since 1952?

Our strategy was built on a few key insights into consumer behavior, chief among these was that our brand was not a corporate transaction brand but a human network one. And our consumers were inspired by the simple promise of success. Our job was to be the inspiration. Our strategy to engage our customers was then built on seven core ideas:

  1. The consumer comes first, and the category second.
  2. You must find a simple human truth.
  3. Innovation can happen within the existing brand paradigm-change for change's sake is not a strategy.
  4. Bring social media principles to traditional channels.
  5. Don't allow copy testing to replace creativity and innovation.
  6. Learn how to experiment forward with your agency partner.
  7. Never underestimate the power of a big, transformative, idea.
Cheryl Callan
Senior Vice President, Marketing
Weight Watchers International, Inc.

Nick Brien
Chairman and Chief Executive Officer

McCann Worldgroup

5:30pm ANA Members-Only Business Meeting/Reception Sponsored by Active International
6:30pm Reception for All Sponsored by Forbes Media LLC
7:30pm Dinner Sponsored by Clear Channel Broadcasting
Performance by Rita Rudner
9:30pm Game Night Post Reception Sponsored by GSN
 Friday, October 15, 2010
6:00am Fun Run/Walk Sponsored by Discovery Fit and Health
7:15am Breakfast Sponsored by Starcom USA

Audience YOU.0: Letting People Define Themselves
We've talked for years about redefining our definitions of audiences; so now when we have the technology and the perspective to bypass traditional ways of assessing audiences and see them as people, why don't we? And why do we constantly try to put consumers in marketer-defined boxes when their digital behaviors and self-identified passions are letting us redefine audiences on their own terms, at a scale that can be bought effectively against to achieve marketing objectives? That's the focus of "Audience YOU.0," a presentation through which Mark will discuss the power of human audience definition, drawing upon data and insights from Hunch's "Taste Graph." Mark will also highlight the efforts marketers can support to make change happen for their respective businesses - letting YOU the consumer lead the way to targeted interactions and marketing success, in a world where our wealth of data leads to more creativity which can in turn drive more human data, and so on.

Mark Pavia
EVP/Digital Managing Director
Starcom USA


General Session

The Social Web
We are witnessing the transformation of the Web from the information Web to the social Web. This has profound implications for how we relate to other people, the communities around us, and to government and business. This also has particular impact on marketing, which is fast becoming more social and personalized. Sheryl Sandberg will discuss how these dynamics are changing, in a world that is built around social principles and powered by Web technologies.

Sheryl Kara Sandberg
Chief Operating Officer

Baby Carrots, Eat ‘Em Like Junk Food
Bryan Reese's presentation will provide an overview of the recent and acclaimed "Baby Carrots, Eat ‘Em Like Junk Food" campaign. Produced by Bolthouse Farms and Crispin, Porter and Bogusky, this innovative campaign was designed to drive carrot category consumption in two test markets-Cincinnati, Ohio, and Syracuse, New York. The fully integrated campaign included broadcast television, out of home, in-store media and packaging, digital, including the Web, and social media as well as video gaming efforts. The presentation will review the campaign's key strategies and results, including test market volumetrics, publicity results, and key next steps.

Bryan Reese
Chief Marketing and Innovation Officer
Bolthouse Farms

Confessions of a Digital Marketer
Digital marketing is going mainstream. As more companies bring their valuable brands online and marketing budgets shift from traditional to digital, marketers are under increased pressure to make every "digital" dollar count.

As a company whose mission is to make, manage, move, and measure digital experiences for customers-and one that spends nearly three of every four of its marketing dollars on digital-Adobe knows firsthand the challenges and payoffs of digital marketing.

Ann Lewnes will share her confessions of a digital marketer, an honest look at the challenges and triumphs of leading a "digital first" marketing organization. She'll look at balancing traditional marketing activities, such as live events and print advertising, with virtual events and online media. In addition, she'll discuss the growing role of social media as a way to communicate with customers and drive demand. She'll also share examples of how marketers can take advantage of data-the digital marketer's new secret weapon-to better optimize and analyze their marketing campaigns and, most importantly, increase marketing's overall value to company strategy and success.

Ann Lewnes
Senior Vice President, Global Marketing
Adobe Systems Incorporated

How to Grow a Global Eco-Powerhouse
More and more, successful marketing means reaching your consumer and delivering your message through multiple channels and platforms. TerraCycle, a multiple-time Inc. 500 winner, has grown from a 2-man dorm room operation to a global phenomenon that collects and repurposes waste in 15 countries on 4 continents. In 2011, TerraCycle's revenues will top $20 million after only 8 years in business. All this growth has occurred without buying a single paid advertisement of any kind.

Instead of spending precious dollars on advertising and traditional sponsorship, TerraCycle uses a variety of low-cost marketing efforts, including massive public relations campaigns, corporate blogging, social media promotions and contests, brand ambassador programs, and grassroots marketing. TerraCycle also works with many of the world's largest consumer packaged goods companies including Kraft Foods, Frito-Lay, Mars, Kimberly-Clark, and L'Oreal. Through these partnerships, TerraCycle is able to create a variety of unique activation programs through Web site, retail programs, and more.

Come learn how this cutting-edge company has leveraged its unique story, partnerships, and platforms to grow into a global eco-powerhouse, while spending little to no money on marketing!

Albe Zakes
Vice President of Media Relations
Terracycle, Inc.

Global Branding in the Digital Age
To address the rapid changes in the digital age, Antonio Lucio has introduced the "Audience First" approach at Visa, where consumer-centric media planning becomes step one in the creative process. The model is based on understanding the consumer behavior and media consumption patterns that shape a consumer's buying decision. This serves as the road map for all communications decisions, content generation, and strategic focus. The result is more-persuasive and relevant creative delivered through channels that amplify messaging and deliver innovation across emerging and traditional outlets.

Antonio J. Lucio
Global Chief Marketing, Strategy and Corporate Development Officer

Visa Inc.


Golf Tournament Sponsored by Microsoft Advertising

Tennis Tournament Sponsored by Microsoft Advertising

CMO Roundtable Luncheon
Sponsored by Nielsen

Welcome by
Carl Spaulding
Senior Vice President
Nielsen Catalina Solutions

Facilitated by
Abbey Klaassen
Advertising Age

Tony Pace
Chief Marketing Officer
Subway Franchisee Advertising Fund Trust

Barry Judge
Chief Marketing Officer
Best Buy Co., Inc.

Scott Remy
Chief Communications Officer
Nestlé S.A.

John Felice
General Manager
Ford Lincoln Marketing

5:45pm ANA Member Representatives Reception
7:00pm Reception for All Sponsored by Ogilvy & Mather

Dinner Sponsored by Meredith
Performanceby Michelle Branch


Post Reception Sponsored by Meredith

Saturday, October 16, 2010

Breakfast Sponsored by UM M

Video Didn't Kill the Radio Star After All....
Siegenthaler and Mitchell will discuss the growth of radio. Yes, we said growth and radio in the same sentence. They will delve into the music industry, the state of radio, and how Spotify fits within the new music landscape. They will also dwell a bit on the new opportunities for marketers, and how Spotify can help marketers do unique things in the original content space. Tune in and learn.

Michael Siegenthaler
Executive Vice President, Content & Experiences

Jon Mitchell
Vice President, U.S. Ad Sales

Spotify USA Inc.


General Session

Krispy Kreme Doughnuts: A Vibrant Life at Seventy-Five
For nearly 75 years, Krispy Kreme has been known for melt-in-your-mouth Original Glazed(R) doughnuts and memorable experiences. Through generations the company has remained true to its proprietary doughnut recipe and its simple mission "to touch and enhance lives through the joy that is Krispy Kreme." Built by traditional word-of-mouth marketing, Krispy Kreme is discovering how to add energy to the brand almost exclusively through grassroots marketing activities and social media. Hear how Krispy Kreme is able to remain relevant in a rapidly changing world without abandoning its core traditions, values, and differentiation. Learn how the company has addressed language, taste, and cultural differences across more than 650 locations in 21 countries by understanding that consistency and adaptability can work together.

Dwayne Chambers
Senior Vice President and Chief Marketing Officer
Krispy Kreme Doughnut Corporation

RadioShack Remix: Looking Back to Move Forward
Innovation is in RadioShack's DNA. Its credibility as a technology retailer comes to life every day as store associates advise shoppers regarding electronics and mobile products. When RadioShack launched its most-recent rebranding efforts, it recognized that growth means leveraging your roots, not leaving them behind.

How do you begin to restore a company's heritage while embracing the reality of the present? Listen as Lee Applbaum hosts an interactive session discussing brand challenges, consumer choices, and authentic connections in a mobile world.

Don't miss an engaging Q&A session following Lee's talk conducted by Ad Age's Bob Garfield.

Lee D. Applbaum
Executive Vice President, Chief Marketing Officer
RadioShack Corporation

Bob Garfield
Advertising Age

An ANA Board Discussion on Marketing Today
Bob Liodice
President and Chief Executive Officer

Eduardo Conrado
Senior Vice President and Chief Marketing Officer
Motorola Solutions Inc.

Gary Elliott
Vice President, Corporate Marketing
Hewlett-Packard Company

Tom Haas
Chief Marketing Officer
Siemens Corporation

Driving Transformation in a Creatively Driven Company
Electronic Arts' mission has been to bring the most innovative games and solutions to its global customer base, so it was apparent its marketing allocation decisions needed to catch up to this innovation agenda.

Enter MarketShare, the predictive analytics company that has become the ‘secret weapon' to nearly 100 global brands. Built with state-of-the-art cross-media analytics, and leveraging ‘big data' from search, social, POS data and hundreds of other variables, the results are nothing short of revolutionary.

Laura Miele, group vice president of global marketing for Electronic Arts, will share the successes and challenges of driving transformation in a creatively driven company. She will be joined by Wes Nichols, MarketShare's CEO and a leading expert in marketing optimization and ROI. They'll detail the ‘baby steps' necessary to introducing a new level of analytics to guide decisions. In addition,they will share insights about how social and digital are being measured in very unique ways, disclosing insights that have been game-changing, and how it is guiding allocation decisions. The results have changed the conversation with executive management, providing a scientific framework to make decisions on an on-going basis.

Laura Miele
GVP of Marketing EA Games

Electronic Arts Inc.

Wes Nichols
Co-Founder and CEO

11:30am Conference Adjournment