2020 ANA Brand Masters Conference Presented by Twitter

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Event Update

At this time, all ANA events are being held as scheduled. We are monitoring the situation with the coronavirus (2019-nCoV or COVID-19) closely and will inform all attendees if an event is postponed or canceled. The safety and well-being of our members and attendees is of paramount importance and all decisions will be made based on those factors.

Like most organizations, we are getting our information about the coronavirus from the media and government websites, and new information is being shared daily

In the instance where an ANA event is canceled, we will provide as much advance notice as possible. As we all know from reports in the media, the situation with the coronavirus is very fluid, and new information is being made available every day.

We are following expert advice that recommends (whether at an ANA event or not) that you wash your hands with soap often; avoid touching your eyes, nose, and mouth; and use alcohol wipes and gels if you need to wipe down a surface or do not have access to running water and soap.

To assist attendees, the ANA will add additional hand sanitizing areas and encourage attendees to follow basic hygiene.

ANA Brand Masters Conference Attendees

If you are attending the upcoming Brand Conference on March 4, 2020, here is guidance as to the Hyatt Hotel's plan:

Hyatt Regency Scottsdale Resort & Spa is committed to caring for our guests, colleagues and customers, as your safety and wellbeing is a top priority.

We continue to closely monitor the COVID-19 situation, remain vigilant, and follow recommended precautionary measures, protocols and guidelines from various health organizations including the World Health Organization (WHO), U.S. Centers for Disease Control and Prevention (CDC), and local authorities, in an effort to ensure our guests, colleagues and customers remain in a safe and healthy environment.

At this time, we have communicated directly to all colleagues the necessity of safe hand washing and hygiene practices. Our housekeeping department uses alcohol-based cleaners for all cleaning, inclusive of telephones and remotes, touch points and in public areas. We have placed additional hand sanitizer dispensers in all of our public spaces, as well.

In addition, in the interest of all guests and colleagues, if a guest or colleague exhibits symptoms of COVID-19, it remains a high priority for our hotel to safely relocate these individuals to a place where they may receive appropriate medical attention.

Travelers can protect themselves by following those same CDC guidelines. The best way to prevent COVID-19 infection is to avoid being exposed to the virus. CDC always recommends every day preventive actions to help prevent the spread of respiratory viruses, including:

  • Wash hands often with soap and water for at least 20 seconds. If soap and water are not available, use an alcohol-based hand sanitizer
    that contains 60 to 95% alcohol.
  • Avoid touching your eyes, nose and mouth with unwashed hands.
  • Avoid close contact with people who are sick.
  • Cover your nose and mouth with a tissue when coughing and sneezing, then immediately discard the tissue in the trash.
  • Clean and disinfect frequently touched objects and surfaces such as a laptop or cell phone.

Related Content


Agenda

TIME EVENT DETAILS LOCATION
Wednesday, March 4, 2020
2:00pm
- 7:00pm
Registration Open

Vaquero Registration
3:00pm
- 5:05pm
Conference Kickoff Sessions

Vaquero Ballroom
3:05pm
- 3:45pm

HOW TO TRANSFORM YOUR COMPANY (THE NON BS VERSION)

Transforming a company isn’t easy — especially when it’s a 150 year old institution in a sea of cool new startups. Hear from Brad Hiranaga, chief brand officer, on how General Mills brands are leading with purpose, culture and utility to create experiences for people that have a positive impact on their lives and business results. Brad will share a practical, jargon-free guide to the approach that’s helped General Mills to remain one of the world’s most creative marketers.

Brad Hiranaga
Chief Brand Officer General Mills
Vaquero Ballroom
3:45pm
- 4:25pm

EXPERIAN'S DIGITAL APPROACH TO TV AND HOW IT FUELS BRAND GROWTH

Effective branding requires head-turning creative, of course, but that's table stakes these days. In an environment that demands increased transparency and accountability, media strategy has to work just as hard as creative. With more channels and customer fragmentation than ever, however, this is much easier said than done. In this session, leaders from Experian and Simulmedia will discuss how a digital approach to TV is helping to power the Experian brand and how others can make better decisions about their own media strategies.

Steve Hartmann
Head of Integrated Marketing Experian Consumer Services
Matt Collins (@amherstmatt)
Senior Vice President of Marketing Simulmedia
View Event Recap and Related Materials
Vaquero Ballroom
4:25pm
- 5:05pm

BRAND WITH ICONIC ROOTS DRIVING FUTURE GROWTH

Hear from Kim Yates, VP of new brand and business model development at Russell Stover Chocolates, on how the brand has leaned on its iconic roots in crafted chocolate to image a future which helps make life sweeter for consumers and retailers at every touch point.

Kim Yates
Vice President New Brand & Business Model Development Russell Stover Chocolates
View Event Recap and Related Materials
Vaquero Ballroom
5:05pm Kickoff Sessions End

Vaquero Ballroom
6:00pm
- 7:00pm
Reception

Terrace Court
7:00pm
- 9:00pm
Dinner  

Hungry for Results? 5 Bite-Sized Examples of Media Buyers Driving Real-World Dollars

Gary Warech
Executive Vice President, Brand Direct Comscore
Vaquero Ballroom
Thursday, March 5, 2020
7:00am
- 6:00pm
Registration Opens

Vaquero Registration
7:30am
- 8:30am
Breakfast  

Insights as Fuel for Growth – Understanding the Meteoric Brands Transforming U.S. Marketing

Every brand in the 2020 marketing conversation characterizes itself as a growth-obsessed, data-driven, innovation-creating, consumer-centric brand… that thinks and executes like a disruptor. But, there’s a gulf between the language of brand aspiration and the DNA reality of the U.S. brands achieving a meteoric rise in growth. VAB CEO Sean Cunningham will share insights about the principles, discipline and execution common to the brands that are rewriting the growth-marketing playbook in real time. You’ll learn how a mindset of making the complex simple, assuming nothing, and investigating everything leads to both short-term and longer-term brand growth, loyalty and profitability.

Sean Cunningham
President & CEO VAB
Vaquero Ballroom
8:30am
- 10:20am
General Sessions Begin

Arizona Ballroom
8:30am
- 8:35am

WELCOME REMARKS

Lauran Driver
CPG Industry Lead Twitter, Inc.
Arizona Ballroom
8:35am
- 9:00am

OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
View Video and Presentation
Arizona Ballroom
9:00am
- 9:10am

HOST OPENING REMARKS

Russ Findlay
Chief Marketing Officer Hiscox
Arizona Ballroom
9:10am
- 9:45am

DANONE: BRAND STORYTELLING IN THE AGE OF AI

In the quest to drive efficiency and sustainable results, marketers look more and more into the use of AI, algorithms and other technology tools to drive their content creation and execution. Have we gone too far? What is the role of good, old storytelling in driving business results? Danone believes that both can co-exist and that storytelling today is an art-meets-science tango. Danone will give you a behind the scenes look of this new age dance! Including lots of science, beautiful art and an AI love story unlike no other! You will also discover that content is NOT about the STUFF that you MAKE, but the STORIES you TELL.

Manos Spanos (@Spanose)
SVP/CMO Brand Marketing - Yogurt BU Danone North America
View Event Recap and Related Materials
Arizona Ballroom
9:45am
- 10:20am

THE BOSTON BEER COMPANY LEARNS AND ADJUSTS TO DRIVE GROWTH

Boston Beer is a culture which moves with radical speed to launch, adjust, adjust, adjust.  This applies to everything including new products and communication.  Hear Lesya Lysyj, Boston Beer CMO talk about how brands like Truly, Twisted Tea, Sam Adams used their bumps along the road to learn and adjust, resulting in Truly being a major player in the exploding hard seltzer category and seeing double digit growth for the overall company in 2019.  Learn how whether you’re in a large or small organization, you can bring some of the ‘’learn/adjust” thinking to your world as well.

Lesya Lysyj
Chief Marketing Officer The Boston Beer Company
View Event Recap
Arizona Ballroom
10:20am
- 10:40am
Networking Coffee Break  

Vaquero Foyer
10:40am
- 12:25pm
General Session (cont.)

Arizona Ballroom
10:40am
- 11:15am

THE POWER OF "AND" IN BRAND: HOW TURNING OPPOSITES INTO COMPLIMENTS CAN BUILD AN ENDURING BRAND

In today’s world, we often default to binary thinking—this or that. We’re quick to favor easy over nuanced, simple over paradoxical. But for nearly 100 years, Caterpillar has known that true progress and real purpose hinges on our ability to embrace seemingly opposing ideas. Victoria Morrissey will share five guiding principles that showcase ways to explore and activate the power of embracing “and” to build strong, sustaining brands.

Victoria Keese Morrissey (@VKMorrissey)
Global Marketing & Brand Director Caterpillar, Inc.
View Event Recap and Related Materials
Arizona Ballroom
11:15am
- 11:50am

REVIVING HUMAN CONNECTION IN THE AGE OF DIGITAL DOMINATION

We live in a hyper-connected world, and yet we are more disconnected than ever. On the surface, digitization and automation have made our lives easier, but it is impossible to ignore the invisible barriers they built. These barriers prevent many of us from having meaningful human interactions, leading to record levels of loneliness; which impacts three in five Americans and is as lethal as smoking 15 cigarettes a day.  In the age of digitally dominated marketing, brands must break down barriers and spark authentic human care and connection, but how?  H&R Block will share how they are reimagining all touch points of the customer journey to emphasize human connection as well as specific insights on the brand value of putting human connection at the center of marketing.

Vinoo Vijay
Chief Marketing Officer H&R Block
View Video and Presentation
Arizona Ballroom
11:50am
- 12:25pm

REVIVING A NOSTALGIC BRAND FOR A NEW GENERATION

Remember Nesquik? With the dairy industry in decline, Nestlé revived this childhood favorite with a simple strategy that used social listening to find a foothold. Come learn from Alicia Enciso, Nestlé USA Chief Marketing Officer, as she presents her team's brand building vision and tips to operationalize it. This presentation will include how Nestlé transformed Nesquik into one of the fastest growing brands in 2019 with an in-house creative team to once-again become culturally relevant in today's social media world.

Alicia Enciso
Chief Marketing Officer Nestle USA
View Event Recap and Related Materials
Arizona Ballroom
12:25pm
- 2:00pm
Lunch  

Vaquero Ballroom
2:00pm
- 3:40pm
General Session (cont.)

2:00pm
- 2:05pm

Effie Awards Opening Remarks

Veronica Parker-Hahn
SVP, Head of Growth & Innovation Effie Worldwide
Arizona Ballroom
2:05pm
- 2:40pm

IBM: A LEADING BRAND. A LASTING BRAND

IBM was a recipient of the 5 for 50 Effie Award for IBM. A Leading Brand A Lasting Brand.: How did a 107-year old technology company survive a category that would inevitably be transformed beyond recognition? IBM not only survived the massive change, but also shaped society and the industry at large, using effective communications to bring the world consistent thought leadership throughout. Today, ‘responsiveness’, ‘consistency’, and ‘commitment’ to the brand has distinguished IBM as the 12th most valuable brand in the world, and the #1 most valuable pure B2B brand in the world - and its revenues are growing.

Ann Rubin (@annrubin)
Vice President, Corporate Marketing IBM Corporation
John Dunleavy (@dunleavy)
Global President, EightBar | WPP Global Client Leader, IBM WPP
View Video and Presentation
Arizona Ballroom
2:40pm
- 3:00pm
Networking Coffee Break  

Vaquero Foyer
3:00pm
- 3:35pm

DOVE: CAMPAIGN FOR REAL BEAUTY

Dove was a recipient of the 5 for 50 Effie Award for Campaign for Real Beauty: In 2003, Dove set out to make beauty a source of confidence, not anxiety, for women. Fifteen years later, millions of beauty insecurities have been dispelled and billions of dollars have been added to brand value. Dove’s campaign touched hearts, affected lives, changed the beauty industry and made Dove the most meaningful beauty brand in the world. But the battle is far from won. As new beauty anxieties appear, Dove continues to pursue its bold vision for change.

Brian McCarter
Chief Strategy Officer Ogilvy EMEA
View Event Recap and Related Materials
Arizona Ballroom
3:35pm
- 3:40pm
General Session Ends

Arizona Ballroom
6:00pm
- 7:00pm
Reception  

Palm Grove
7:00pm Dinner on own

Friday, March 6, 2020
7:00am
- 11:30am
Registration Hours

Vaquero Registration
7:30am
- 8:30am
Breakfast  

NBCU and Tokyo 2020: Uniting the World

The biggest media event of the year, the 2020 Tokyo Olympics, is coming to the networks of NBCUniversal this summer. Join NBC News’ Natalie Morales and NBC Sports Group’s CMO and EVP of Content Strategy Jenny Storms for a discussion on how NBCU uses data, insights, and its vast array of assets to connect America’s consumers to the event that unites the world.

Jennifer Storms
Chief Marketing Officer and Executive Vice President, Content Strategy NBC Sports Group
Natalie Morales
Anchor NBC News
Vaquero Ballroom
8:30am
- 10:00am
General Sessions Begin

Arizona Ballroom
8:30am
- 8:40am

OPENING REMARKS

Russ Findlay
Chief Marketing Officer Hiscox
8:40am
- 9:25am

MEME TO DREAM

By embracing its polarizing nature, re-invigorating its icon and igniting loyalists around the world Crocs has enjoyed a brand renaissance like few others.  Through a keen sense of self-awareness, agile response and activations, effective listening and powerful collaborations, Crocs generated 400% shareholder return in the last three years and continues its legendary turnaround.

Terence Reilly
Chief Marketing Officer Crocs
View Event Recap and Related Materials
Arizona Ballroom
9:25am
- 10:00am

OKCUPID: LEANING INTO CULTURAL RELEVANCE TO IGNITE GROWTH

Companies across industries are striving to align their brands with social issues young consumers care about most. As people are becoming more informed, being authentic is key. That’s why two years ago one of the biggest players in the world, OkCupid, hired its first-ever Global CMO who took a heritage brand and made it more relevant than ever before. Today, an estimated 40% of marriages in the U.S. come from a dating app and an estimated 70% of LGBTQ serious relationships start on one. Hear how the brand leaned into cultural and social issues to become one of the most talked about and successful dating apps in the world.

Melissa Hobley (@MelissaHobleyNY)
Global Chief Marketing Officer OkCupid
View Event Recap and Related Materials
Arizona Ballroom
10:00am
- 10:20am
Networking Coffee Break

Vaquero Foyer
10:20am
- 11:30am
General Session (cont.)

Arizona Ballroom
10:20am
- 10:55am

BRAND VALUE MEASUREMENT – OPPORTUNITIES & CHALLENGES

Brand value is broadly defined as the economic/financial value of a brand in monetary terms comprising both tangible and goodwill calculations. Brand value can be an ROI measurement and help establish the value of marketing to the business. A recent survey to CMOs of ANA member companies provides a benchmark of how brand value is being used as well as the opportunities and challenges of such measurement.

Bill Duggan
Group Executive Vice President ANA
Tony Pace
President/CEO MASB (Marketing Accountability Standards Board)
View Video and Presentation
Arizona Ballroom
10:55am
- 11:30am

ADAPT OR BE IGNORED

Brands like people must adapt to their environment in order to thrive. And while this isn’t a new idea, it is still incredibly easy for Marketers and organizations to traffic “campaign assets” for plug and play media plans vs. designing human centric experiences and channel native communications. The prophetic statement made by Marshall McLuhan in the 70s “The medium is the message” is truer today than ever before. But does a shift in focusing on the form suggest the medium is more important than the content and creative itself? On the contrary. If done right, custom content and made for platform creative can help your brand break through, drive bottom line growth and long-term brand health, creating new memories and more meaningful connections with consumers. In this presentation, Janna will share the transformation of Beam Suntory’s communications, marrying the medium and the message in order to drive incremental growth.

Janna Reddig
Director, Global Integrated Marketing Communications Beam Suntory
View Video and Presentation
Arizona Ballroom
11:30am Conference Adjourns

Arizona Ballroom

Cancellation Policy and Notes

Individual conference registrations can be cancelled in writing only via email (registration@ana.net). Phone cancellations are not accepted. 

  • A full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
  • No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
  • No refund will be granted for 'no shows.'
  • Corporate packages are not eligible for cancellation or refunds.
  • Unused registrations/applications have no monetary value and cannot be credited to future years or events.
  • ANA will not issue refunds or credits due to failure to redeem a discount promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration.
  • Hotel room cancellations and changes must be made directly with the hotel. 

Miscellaneous:
     1. The conference agenda is subject to change.
     2. A portion of your guest room rate will be used to offset conference costs.
     3. ANA accepts no responsibility for the loss of, or damage to, personal property.
     4. Registrations received after two weeks prior to the conference may not be included in the attendee list.