2017 Brand Masters Conference Presented by NBCUniversal

MEDIA TRANSPARENCY: CURRENT STATUS & NEXT STEPS

The issue of media transparency burst on to the scene following a presentation at the 2015 ANA Media Conference and has probably been the biggest story in the advertising industry since then. ANA was recently honored to be recognized by Advertising Age on its 2016 year-end Marketer A-List for our work on transparency.  This session will recap the current state of the transparency discussion with a focus on practical action steps and solutions. 

Bill Duggan

Group Executive Vice President ANA

60 DAYS TO ACHIEVING CONSUMER MARKETING ZEN

Marketers today are finding it tough to find their Zen.  Engaging with consumers has never been harder, with the ongoing expansion of devices and fragmentation of consumer attention across channels.  Join Resonate and Shinola to learn how you can find your path to marketing Zen, regardless of the size of your organization, via a framework that leads to becoming an Enlightened Marketer - one who has an always-on understanding of customers and prospects including the how, what and why they engage with your brand. Shinola will share their 60 day journey of enlightenment and marketing approach that resulted in a return of an 80% increase in website traffic and a 40% lift in conversions from their most valuable ($150k+) segment.

Bridget Russo

Chief Marketing Officer Shinola

Let’s Talk: Advertising Effectiveness

In a fireside chat, Aaron Fetters, SVP, Comscore Marketing Solutions and a leading advertiser will debate whether or not the industry is too focused on targeting and validation and not enough on an advertising effectiveness.

From new techniques to tried-and-true methods, learn how marketers are approaching advertising effectiveness in today’s digital and cross-platform advertising world.

Aaron Fetters

Senior Vice President of Marketing Solutions Comscore

Reach and Frequency in an On Demand World

As eyeballs twitch between broadcast and on-demand channels, advertisers are finding it increasingly difficult to recover the impact that television had always delivered.  Successful brands are finding new ways to reach mass audiences through marketing strategies that go far beyond great creative and paid media.  Hear from Edelman Digital on how some of the world’s leading brands are integrating influencers, creative, earned, and paid to achieve Reach and Frequency in a unique and effective way.

Kevin King

Global Practice Chair, Digital Edelman

Welcome

Dan Lovinger

EVP, Advertising Sales – Sports NBCUniversal

Opening Remarks

Bob Liodice

Chief Executive Officer ANA

TACO BELL: BUILDING A MASS MARKET, INDIE CULT BRAND

Marisa Thalberg, CMO of Taco Bell, will share her perspective on how Taco Bell achieves success by navigating between the  requirements of a broad-reaching, multi-billion dollar mass market business… and the qualities that make it a cult-like, culture-centric brand that transcends its category. Marisa will share how that duality plays out across the different layers of their marketing calendar.

Marisa Thalberg (@ExecutiveMoms)

Chief Marketing Officer Taco Bell Corporation

INTEL'S JOURNEY OF REINVENTION

Steve Fund, CMO, Intel Corporation, is engaged in a monumental transformation of the Intel brand, creating new experiences, connections and touch points with people around the globe powered by Intel technology. Hear Steve speak to the critical connection between brand and business while providing salient examples of how Intel has leveraged the power of this relationship to evolve a brand that has quickly catapulted to renewed relevance, vitality and strength, and share the amazing results to date. 

Steven Fund (@stevefund)

Chief Marketing Officer Intel Corporation

RE-IGNITING THE FLAME: DISCOVERING YOUR CHALLENGER MOXIE

Charles Schwab was one of the original challenger brands, standing up for ordinary investors by challenging the outmoded conventions of the ‘Wall Street’ giants. In doing so, Schwab spawned an entirely new industry of lower-cost ‘discount’ brokerage houses that have helped generations of Americans plan for their retirement. By 2010 however, Schwab’s marketing approach had lost its freshness and appeal. In this session, you’ll learn how Schwab re-invigorated its brand and business through deep consumer insights and rich brand-story-telling, sparked by a rediscovery of their unique challenger brand story.

Peter Boland

Senior Vice President, Brand & Advertising Charles Schwab & Company, Inc.

BIG NIGHT. LIVE SPORTS. A WINNING COMBINATION.

In a time where the adult American consumes more than four hours of live television daily, the lasting impact of live Sports programming is undeniable. In a fireside chat with E! News correspondent and social media expert Zuri Hall, one of NBC Sports Group’s most visible hosts, Mike Tirico, will share how NBC Sports creates the most compelling premium content for U.S. audiences and marketers. 

Mike Tirico

Host & Play-by-Play NBC Sports Group

LOVE - IT'S WHAT MAKES A SUBARU, A SUBARU

Subaru sales had been stagnant for seven years and the brand suffered from low opinion. Yet, it had some of the most loyal owners in the category. Subaru knew that if they could determine what was driving that loyalty, they could find others in the market who shared those same values. Moving away from rational sales messages, Subaru embraced an emotional approach by positioning the car as the co-conspirator to living a bigger life. A move that has propelled Subaru from the best kept secret to the darling of the automotive industry. It’s amazing what a little love can do.

Alan Bethke

Senior Vice President, Marketing Subaru of America, Inc.

TAKING THE COMMODITY OUT OF A CATEGORY… IS MAYHEM

Competitors were having a grand old time devaluing the insurance category into an easy decision made solely on price. So Allstate leveraged a character named Mayhem to reveal the truth about insurance: you get what you pay for.  In its first six months, the Mayhem campaign won over America — and it has not let up in six subsequent years. With wit and charm, Mayhem has made the most of the changing media landscape in social, digital, sports, broadcast, and beyond.  Discover how Mayhem keeps people laughing, thinking about their coverage, and ultimately, choosing Allstate.

Dan Keats

Director, Consumer Marketing Allstate Insurance Company

SNICKERS. SATISFIED

Snickers' global "You're not you when you're hungry" campaign takes a universal insight – when you are hungry, you are off your game – and makes it culturally relevant in over 80 markets worldwide. Debuting six years ago in the 2010 Super Bowl, the campaign has been scaled from Super Bowl to street art, with each piece designed specifically for its medium. To date, the campaign has been honored with 13 Cannes Lions, 12 Effies, 13 One Show Pencils, two D&AD Pencils, two Emmy nominations, one IPA Effectiveness Award, the first-ever Super Bowl Clio and, most recently, a special Clio Hall of Fame Award. In this session, Mars and BBDO will speak to the creative power and effectiveness of a simple, universal insight at the core of Snickers' global campaign.

Allison Miazga-Bedrick (@amiazgabedrick)

Marketing Director Mars Chocolate Filled Bar Brands Portfolio, North America

What's the Big Idea? How to Break-through in the Digital Attention Economy

Iconic campaigns that run for years are built on strong insights. In a cross-screen world of fragmented spending, it is more critical than ever to have the right, validated big idea. Hear from Ipsos Connect on how early-stage testing expedites ideation to validated execution and ensures that your campaign has the requisite foundation to stand out and drive results.

Peter Minnium

President Ipsos Connect

KING'S HAWAIIAN: NEW MAY NOT BE FOR YOU

In an era of fragmented and new media, King's Hawaiian has doubled its business over the past three years by finding innovative ways to leverage TV and events while limiting its spend in relatively new digital and social mediums. Despite industry hype and a flood of new dollars into digital and social media advertising, King's Hawaiian quickly realized that many of these advertising platforms don't provide the impact needed to significantly grow a CPG food business. But with the advent of TV time-shifting, making TV work to deliver strong paybacks required an innovative approach. Erick Dickens, King's Hawaiian's Chief Marketer, will share the unique way this 65 year old brand from Hawaii achieved national fame.

Erick Dickens (@ErickDickens)

Vice President, Marketing King's Hawaiian

REIMAGINING THE BUSINESS OF FASHION

Since launching in 2010, TechStyle has become an international e-commerce leader with more than 2,000 employees and $650 million in annual sales, making them one of the fastest-growing fashion brands ever. By integrating sophisticated technology, big data and personalization, the company has reimagined the entire business cycle of retail, from product design, manufacturing, distribution, marketing and customer experience.  Discover how the parent company of popular brands such as Fabletics, JustFab and ShoeDazzle is disrupting the retail fashion industry to deliver an entirely new shopping experience to customers around the world.

Shawn Gold

Chief Marketing Officer TechStyle Fashion Group (formerly Just Fab, Inc.)

THE HERSHEY COMPANY DRIVES GROWTH IN A DIGITAL-FIRST CULTURE

A lot has changed since 1894, but the delicious taste of Hershey products is not one of them. Founded in 1894, The Hershey Company has worked to continually adapt to meet the changing desires and needs of consumers.  With a suite of some of the world’s most sought after iconic brands, including Hershey’s, Reese’s, Kisses, Kit Kat, Jolly Rancher and more, The Hershey Company has worked to shift marketing models from old processes to new ones which are better suited for a digital-first culture.  In this session, you will discover Hershey's strategy of applying new marketing models to established brands to help evolve them and drive growth.

Mary-Ann Somers

General Manager and Vice President, U.S. Confection The Hershey Company