2020 ANA Masters of Marketing Week: A Virtual Experience

Force for Good. Force for Growth.

The marketing and advertising industry is facing unique and complex challenges that require creative thinking and collective action. At the 2020 ANA Masters of Marketing Conference: A Virtual Experience, CMOs from leading brands will share their inspirational strategies and approaches to help brands and businesses navigate these difficult times and drive sustained success.

Register individually or purchase a corporate package and register everyone from your company for one price!

ANA Masters of Marketing Week is powered by Grip – and the platform will be live soon!

What is Grip?

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How Attendees Utilize Grip

  • To make connections with significant people you would not have met otherwise
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What are the benefits?

The matchmaking platform allows you to network with other attendees and exhibitors, arrange meetings, and identify potential business contacts.

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SPECIAL TECHNICAL NOTE:   Please check with your technology department in advance of attending this event.  Many organizations have restrictions that will prevent you from joining or viewing this event online.  The ANA Virtual Tech Spec Document contains the information necessary for your technology group to ensure you have a quality experience.PLEASE NOTE: If you register on the day of the event, you may experience a delay getting into the platform.

when

Start: Wednesday, October 21, 2020 at 11:00am

End: Friday, October 23, 2020 at 4:00pm

WHERE

Virtual Event (Eastern Time)

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration
Virtual Client-Side Tier $99 Platinum Tier $99 Gold Tier $149 Silver Tier $199 Individual $299 Nonmember $299


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, October 21, 2020
9:30am
- 10:00am
Coffee with Pinterest

IT PAYS TO BE POSITIVE

In a post-COVID world, context matters to consumers — and has implications for brands.

With two out of three U.S. adults agreeing it’s a brand’s responsibility to advertise in safe, positive places, where ads show up online matters now more than ever. Join Jon Kaplan, Pinterest’s chief revenue officer, in conversation with Pam Forbus, CMO of Pernod Ricard, as they discuss how showing up in a more positive environment online not only drives sales, but fosters true brand love.

Pam Forbus
Chief Marketing Officer Pernod-Ricard
Jon Kaplan (@pinterestbiz)
Chief Revenue Officer Pinterest
10:00am
- 10:30am
Welcome Remarks

Bob Liodice
Chief Executive Officer ANA
10:30am
- 11:05am

SESSION TBD

Marc Pritchard (@ProcterGamble)
Chief Brand Officer The Procter & Gamble Company
11:06am
- 11:16am

SESSION TBD

Peter Olsen
President, Ad Sales A+E Networks
11:17am
- 11:52am

SOCIETY IS AT INFLECTION POINT, AND SO IS GENERAL MOTORS

COVID-19 has affected companies in many different ways; in the case of GM, it helped the organization see its strengths in action and clarify the meaningful role it can play in taking society forward. 

Deborah Wahl, global CMO at General Motors, will share how the company emerged stronger, more agile, and more determined to use its transformative size and scale to democratize a world that’s safer for all, from using the power of its technologies to quickly pivot toward ventilator production, to committing to becoming the most inclusive company in the world.

Plus, as the pandemic re-energized the importance of vehicles in people’s lives and showed us the dress rehearsal of a world with cleaner air, GM has accelerated the production of an electric ecosystem for everyone – for a world that’s cleaner, safer, and more inclusive. Get the “behind the curtain” stories of launching the iconic Hummer EV and the awe-inspiring Cadillac LYRIQ – just the start of a portfolio expansion that will include more than 20 electric vehicles by 2023. 

Deborah Wahl (@DeborahWahl)
Global CMO General Motors
11:52am
- 12:02pm
Break

12:02pm
- 12:37pm

BRANDS FOR HUMANS: FOR GREATNESS AND FOR GROWTH

Brand-building can inspire greatness and deliver growth when brand heritage and purpose are brought to life through acts (not just ads), are fueled by innovation and creativity, and are rich in craftsmanship and entrepreneurship.

Mathilde Delhoume
Global Brand Officer LVMH Holding Group
12:38pm
- 1:13pm

HOW PURPOSE HELPED LEGO NAVIGATE 2020

Inspiring and developing the builders of tomorrow is at the heart of everything LEGO, where the belief that play-based learning is essential in helping children gain the skills they need to unleash their potential and become life-long learners has been a guiding light for both the LEGO Foundation and LEGO Group product innovation.

The importance of such a strong, focused brand purpose has never been more apparent than during the events of 2020, when it helped guide the choices LEGO had to make in order to not only support its external audiences and employees globally, but to continue promoting child development and ensuring the next generation of leaders and problem-solvers have the skills they need to meet today’s global challenges head-on.

Julia Goldin
EVP, Global Chief Marketing Officer LEGO Systems, Inc.
1:14pm
- 1:49pm

TURNING MAYHEM INTO MOMENTUM

A global pandemic, as much as any major crisis, requires organizations to adapt quickly. Marketing leaders, in particular, need to move fast while applying a strategic, structured approach. But in our current circumstances, how we act is just as important as what we do.

Michelle Peluso, SVP of digital sales and CMO at IBM, will share steps on how you can help your teams reimagine what is possible, drive your company's growth, and act with purpose, agility, and empathy.

Michelle Peluso (@michelleapeluso)
SVP Digital Sales and Chief Marketing Officer IBM
1:49pm
- 2:14pm

SUSTAINED READINESS: TRANSFORMING YOUR BUSINESS TO PREPARE FOR WHAT'S NEXT

In the midst of unprecedented global hardship, users are searching for help and the opportunity to help others. The pandemic and racial justice movement are forcing businesses to question how they can be more agile to keep up with consumers’ accelerated digital adoption and embrace a more inclusive marketing philosophy. With businesses under mounting pressures, digital and DEI transformation are more important, and more possible, than ever before.

Marie Gulin-Merle, global VP for Google, will explore the effect of today’s crises on digital behavior and the urgency for businesses to be ready for what’s next, from building a more responsible ads ecosystem to leading brands with purpose.

Marie Gulin-Merle (@mariegulin)
Global Vice President Google
2:15pm
- 2:50pm

SESSION TBD

Ann Mukherjee
Chairman and CEO, North America Pernod Ricard
2:51pm
- 3:01pm

SESSION TBD

Ryan Oliver
Senior Director, Brand Strategy Twitter
3:02pm
- 3:12pm
BREAK

3:12pm
- 3:47pm

WHERE DOES IT HURT?

CVS Health is a brand that truly lives by its purpose: helping people on their path to better health. The first step is to look for the consumer’s pain points: What is preventing them from being healthier? Access? Cost? Complexity? By starting from a place of empathy and purpose, you can figure out what to do (and what to stop doing), proving that what’s good for the health of your customer is also good for the health of your brand.

Norman de Greve (@ndegreve)
Chief Marketing Officer CVS Health
3:48pm
- 4:23pm

SESSION TBD

Frank Cooper III
Senior Managing Director and Global Chief Marketing Officer BlackRock
4:23pm
- 5:25pm

SESSION TBD

Raja Rajamannar
Chief Marketing & Communications Officer and President, Healthcare Mastercard
5:25pm Sessions Conclude

Thursday, October 22, 2020
9:30am
- 10:00am
Coffee with United States Postal Service

10:00am
- 10:15am
Welcome Remarks

Bob Liodice
Chief Executive Officer ANA
10:15am
- 10:50am

SESSION TBD

Wanda Young
Chief Marketing Officer Samsung Electronics North America
10:51am
- 11:01am

SESSION TBD

Speaker TBD
Pandora
11:01am
- 11:36am

BUILDING BRAND LOVE DURING COVID-19

When COVID-19 spread around the world, WBA’s retail pharmacies, led by Walgreens in the U.S. and Boots in the U.K., became front and center of the global response to the pandemic. As “essential businesses,” its stores, websites, and team members were critical to helping patients and customers in a strange and unprecedented time. Customers weren’t looking for ads or marketing to help them, they were looking for pharmacists and team members to deliver an experience that would equip them with the information, products, and services they needed.

The global pandemic presented WBA with an opportunity to bring its brand promise to life: to help people around the world live healthier and happier lives.

Vineet Mehra
Global Chief Marketing Officer, Walgreens Boots Alliance Walgreen Company
11:37am
- 12:12pm

SESSION TBD

Esi Eggleston Bracey
COO and EVP, Beauty & Personal Care, Unilever NA Unilever United States, Inc.
12:12pm
- 12:22pm
Break

12:22pm
- 12:57pm

HOW INTEL REIMAGINED AND EVOLVED ITS MARKETING CAPABILITIES

As Intel’s aspirations and technologies converge with the evolving needs of our global society, creating awareness around how these integrated technologies can dramatically impact advances in transportation, health care, and education provides a unique and uplifting opportunity.

Join Intel’s SVP and CMO Karen Walker as she describes how she is reimaging Intel’s marketing capabilities and evolving the way the company and its partners approach the dynamic landscape of technology and solutions marketing.

Karen Walker (@KarMWalker)
SVP and Chief Marketing Officer Intel Corporation
12:58pm
- 1:33pm

FROM CHAOS TO CREATIVITY

After walking into a Super Bowl-sized competitive attack on day one of the job and marketing through the pandemic and all that 2020 has had in store, Michelle “MSJ” St. Jacques, chief marketing officer for Molson Coors, will share how she turned moments of total chaos into moments that drove the greatest change. Grab a beer and get ready for a look inside the marketing arm of one of the world’s largest brewers.

Michelle St. Jacques (@mstjacq)
Chief Marketing Officer Molson Coors
1:34pm
- 1:54pm

SESSION TBD

Speaker TBD
Facebook
2:00pm
- 2:35pm

VISA'S MARKETING STRATEGIES FOR THE NEW NORMAL

As one of the most recognizable brands in the world, Visa has a responsibility to not only deliver exceptional products and services that help people adapt to the dramatic changes to the way we work and live, but to also use their brand’s power for social good.

During this 25-minute talk, Visa’s chief marketing and communications officer, Lynne Biggar, will share how Visa pivoted around COVID-19 to enable individuals, businesses, and economies to rebuild and thrive through redesigned and reimagined marketing programs.

Lynne Biggar (@LynneBiggar)
EVP, Chief Marketing and Communications Officer Visa Inc.
2:35pm
- 2:45pm
BREAK

2:45pm
- 3:20pm

WHO IS NUMBER ONE? THE CUSTOMER IS - ALWAYS

For brands, understanding who your customer is – their wants, their motivations, and their fears – is of the utmost importance when looking to serve their needs. This customer-centric approach is at the heart of every decision Walmart makes, from product and service offerings to shared value commitments. 

With today’s consumers looking at companies not only for what they offer, but also what they stand for, William White, Walmart’s chief marketing officer, will discuss how Walmart seeks to support the communities it serves and how it shows the 150 million people who come through its doors every week that it is welcoming and inclusive.

William White
Chief Marketing Officer Walmart
3:21pm
- 3:56pm

MARKETING STRATEGY IN THE COVID-19 AGE (AND BEYOND)

For many tech brands, the target is fairly narrow. At Dell Technologies, the opposite holds true, and the already formidable task of guiding strategy has only been amplified thanks to the myriad disruptions caused by COVID-19.

In this session, Allison Dew, CMO and EVP, will share how her team at Dell Technologies has been approaching the challenges of steering marketing strategy forward, what lessons have been learned along the way, and her thoughts on the future of marketing’s impact on brands.

Allison Dew
Chief Marketing Officer and EVP Dell Inc.
3:56pm
- 4:31pm

YOU GOTTA BE BOLD

Today, “doing good” is a crucial part of a business doing well.  We all know that, but so does the consumer. This presents a challenge for those brands that want to step up and work their goodness for the first time, in a fresh way, or in a new area. After all, how do you navigate the treacherous seas of cynicism and the backwash of those badmouthing your good intent?

Drawing on a long history of General Mills’ mission from a mill exploding on the banks of the Mississippi 142 years ago to the killing of George Floyd in the spring of this year in the same city, what have our brands learned about how to be courageous and take the first step in being a force for good?

Ivan Pollard
SVP, Global Chief Marketing Officer General Mills, Inc.
4:32pm
- 5:17pm

DIFFERENTIATING A COMMUNITY-BASED BRAND

In the struggle to establish a loyal customer base, community-based brands face a never-ending challenge to differentiate themselves from other, near-limitless options while remaining relevant and meeting evolving customer expectations.

In this session, you will hear how Casey's General Store teamed up with Deloitte Digital to meet this challenge head-on – and thrive in an age of digital disruption – by implementing cutting-edge solutions to digitize their customer ordering system and creating a state-of-the-art website, mobile app and loyalty program.

Chris Jones
SVP and Chief Marketing Officer Casey's General Stores, Inc.
5:17pm
- 5:50pm
ENTERTAINMENT  

Gayle Troberman
EVP and Chief Marketing Officer iHeartMedia
Melissa Etheridge
Artist
Friday, October 23, 2020
9:30am
- 10:00am
Coffee with Meredith

PERSONALIZING THE CAMPBELL'S MESSAGE THROUGH PREDICTIVE ADVERTISING

Closing the gap between “media and shelf” has always been a key objective for food brand marketers but with the advent of COVID-19, understanding consumers’ daily evolving needs, and then having the supply to fulfill those needs, became a huge challenge. As one of the most trusted American food brands, Campbell’s led the charge to deliver frictionless food solutions powered by Meredith’s new predictive advertising capabilities. Utilizing a proprietary blend of precision data analytics, machine learning, and an AI- based decisioning algorithm, Meredith and Campbell’s were able to deliver hyper personalized and localized solutions that eased the daily lives of consumers and drove sales for Campbell’s.

Marci Raible
VP, Global Media & Marketing Services Campbell Soup Company
Corbin De Rubertis
SVP, Innovation Meredith Corporation
10:00am
- 10:03am
Welcome Remarks

Bob Liodice
Chief Executive Officer ANA
10:03am
- 10:38am

SESSION TBD

For a 93-year-old company that has witnessed the great depression, World War II, 9/11, and other horrific acts of terrorism, it says a lot that COVID-19 has had the most significant adverse effect on Marriott’s business… ever. 

We know travel will return, and planning for it, no matter how different it inevitably is, has given Marriott an opportunity to help accelerate change and drive innovation. In this session, Peggy Fang Roe, global officer of customer experience, loyalty, and new ventures, will share how Marriott is leading the way into our new reality by using data and the voice of the customer to drive recovery, leverage partnerships, and deliver high quality service in a contactless world.

Peggy Fang Roe
Global Officer, Customer Experience, Loyalty and New Ventures Marriott International, Inc.
10:39am
- 10:49am

SESSION TBD

Speaker TBD
Disney Advertising Sales
10:49am
- 11:24am

SESSION TBD

Dean Aragon
CEO Shell Brands International & Global VP Brand Shell Brands International AG
11:25am
- 12:00pm

"TWO GOOD" TO BE TRUE?

Danone is on a mission to prove that Two Good can defy the norms of fast-moving consumer goods brands, from the hard realities of profit and loss to the short-term nature of the business, and, as a “vote with your dollar” brand, be a force for good and a force for growth.

In this discussion, Manos Spanos, SVP of brand marketing for Danone’s yogurt business unit, will offer a glimpse into the brand’s progress to date, the impact it has already had, and the cool things coming in the near future.

Manos Spanos
Senior Vice President, Brand Marketing, Yogurt BU Danone North America
12:01pm
- 12:21pm

ANNOUNCING THE 2020 ANA GENIUS AWARD WINNERS, PRESENTED BY NEUSTAR

If marketing sometimes goes uncredited for organizational successes, it’s those who lead the charge building rich data-driven, marketing analytics platforms and programs that are often its unsung heroes. 

Join Brett House, VP of product marketing at Neustar, as he announces the winners of the 2020 ANA Genius Awards, recognizing the most powerful work in marketing analytics today.

Learn who among this year’s unprecedented number of entrants in the categories of marketing analytics adoption, growth, innovation, and storytelling will share in the $100,000 prize pool to be donated to the charities of their choice. And hear from the winners themselves, who will share more about the impact of their winning submissions on their respective organizations.

Now in its eighth year, the ANA Genius Awards, presented by Neustar, remains the world’s most prestigious marketing analytics awards program. This year’s judges panel includes top CMOs, marketing scientists, and other industry luminaries. Past ANA Genius Awards winners include Adobe, LongHorn Steakhouse, Diageo, USAA, and more.

Brett House
Vice President, Product Marketing Neustar
12:22pm
- 12:57pm

SESSION TBD

Lesya Lysyj
Chief Marketing Officer Boston Beer Company
12:57pm
- 1:07pm

SESSION TBD

Sarah Harms
VP, NA Agency Platform Lead Xandr
1:08pm
- 1:18pm
Break

1:18pm
- 1:53pm

LEANING INTO CHAOS

Does your 2020 marketing plan still look anything like it did at the beginning of the year? From a global pandemic to racial injustice to a critical election, more than any other year 2020 has challenged marketers to figure out how, whether, when, and where to respond to seismic exogenous shifts.

It can be completely paralyzing.

DoorDash’s Kofi Amoo-Gottfried, VP of marketing, and Micah Moreau, VP of growth marketing, will team up to discuss how the key to not just surviving but growing in these circumstances is a strong clarity of purpose paired with a bias to action and a singular focus on helping customers and partners through the chaos.

Kofi Amoo-Gottfried
VP, Marketing DoorDash.com
Micah Moreau
VP, Growth Marketing DoorDash
1:53pm
- 1:58pm

ANA RISING STARS AWARDS

1:58pm
- 2:33pm

BUILDING TRUST AMID COVID-19

For decades, Delta Air Lines has built a business around the “virtuous circle” principle of always putting people first, and that remains true amid the current crisis.

In this session, learn how Delta is propelling its reputation as a trusted global consumer brand and rebuilding confidence in air travel by putting people’s safety above all else and leveraging transparent, proactive, and credible marketing, advertising, and communications.

Tim Mapes
SVP and Chief Marketing and Communications Officer Delta Air Lines, Inc.
2:34pm
- 2:44pm

SESSION TBD

Jahid Mirza
Executive Vice President, Business Development and Capital Investment Active International
Ben Dumas
SVP, Digital iNvolved Media
2:45pm
- 3:30pm

UNITED WE MOVE: A FORCE FOR GOOD

Marketing through the COVID-19 pandemic has been a challenge of epic proportions for every brand, but in the brick-and-mortar fitness industry, which had to face extended gym closures and zero revenue, that challenge was off the charts – especially for a new CMO 90 days on the job.

Through strong internal and agency collaboration, and a need to be a force for good at a time when fear, uncertainty, and doubt were at the heart of consumer’s minds, Planet Fitness was able to quickly pivot and, within 48 hours of gym closures, bring “United We Move” to life – an initiative to offer free daily live digital workouts and help keep millions of people around the globe active, moving, and engaged with the Planet Fitness brand. 

Jeremy Tucker
Chief Marketing Officer Planet Fitness
3:21pm
- 3:36pm

SESSION TBD

3:36pm
- 3:40pm
Closing Remarks


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' You may transfer your registration to a colleague at no additional cost. To do so, please email registration@ana.net