2013 ANA Masters of Marketing Annual Conference | Industry Conferences | Events & Webinars | ANA

2013 ANA Masters of Marketing Annual Conference

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Thursday, October 3, 2013
1:00pm Registration Opens

Ballroom Foyer
2:00pm School of Marketing Workshops

Two concurrent 3-hour ANA School of Marketing Training Workshops on Thursday, October 3 from 2 to 5 p.m.

Please note that seating is limited and will be available on a first-come, first-served basis.

Grand Sonoran E and F


As the marketing landscape continues to transform at an unprecedented pace, the future environment may be like nothing we've ever imagined. Yet as that future draws closer and closer, very few marketers are actually doing anything differently to prepare for it. This one-of-a-kind workshop will give you tools to build your own roadmap for yourself and your company. This session is based on the acclaimed Advertising 2020 program led by Wharton, with contributions from over 200 innovators and thought-leaders from around the world and across industry, including some of your forward-thinking peers. Together they've created a dynamic picture of the possibilities and potential future of the broadly defined world of "advertising." In short, advertising in the year 2020 must be Relevant, Actionable, Valued, and Experiential (RAVE). This session is a precursor to a future, more intensive full day workshop that the ANA and Wharton will be offering in March, 2014.

Professor Jerry Wind
The Wharton School
Cheryl Guerin
Executive Vice President, Group Executive, U.S. Marketing MasterCard
Mark D'Arcy
Director of Global Creative Solutions Facebook
David Roman
Chief Marketing Officer Lenovo


In a world in which almost all global brands are "socially active," everyone agrees that building the right Social Marketing capabilities is crucial. The question is: what is the best way to structure, evolve, and organize the marketing organization so that it becomes social marketing ready? Based on EffectiveBrands' Social Marketing Readiness benchmarking study, Stef Gans, CEO at EffectiveBrands, shares findings that will offer CEOs, CMOs, key brand leaders, and their teams both a strategic framework and practical guidelines to ensure that social marketing strategy, structure and capability are fully aligned to grow the business in the social age. Study participants included the CMOs, global brand leaders, and/or the heads of digital, social, interactive marketing from companies like AB InBev, Audi, Diageo, Google, Kraft, Microsoft, Nestlé, Starwood Hotels, Coca-Cola and Unilever, as well as some of the leading agencies in this area. This session is a precursor to a future, more intensive full day workshop that the ANA and EffectiveBrands will be offering in February of 2014.

Stef Gans
Chief Executive Officer EffectiveBrands
Kimberly Orton
Managing Director EffectiveBrands
AEF Annual Symposium

The Elusive Audience: The Power of Creating Meaningful Connections

The Advertising Educational Foundation 2013 Annual Symposium will explore the evolving complexity of today's audiences in creating and activating effective advertising. Consistent with the AEF's mission to promote an understanding of advertising's role in culture, history and society, The Elusive Audience: The Power of Creating Meaningful Connections will bring together industry and academia to discuss the increasingly difficult task of identifying and connecting the right audiences with the most important messages in today's rapidly evolving world. David Eastman, CEO JWT North America, will deliver the keynote address followed by a multi-disciplinary panel of industry and academic experts who will explore audience and messaging through the lenses of historical precedents, post mass marketing and future communication in the age of online and big data.

Our panel includes Daisy Expósito-Ulla, Chairman & CEO, d expósito & Partners, Joyce King Thomas, President, McCann XBC and Marian Salzman, CEO, Havas PR. This promises to be an enlivening and illuminating session on the evolution and revolution of audiences and advertising.

Visit www.aef.com for further details.

Daisy Expósito-Ulla
Chairman & CEO d expósito & Partners
Joyce King Thomas
President McCann XBC
Marian Salzman
CEO Havas PR
Grand Sonoran G
6:00pm Welcome Reception  

Sunset Lawn
7:30pm Opening Night Dinner  


Live Nation presents a special performance by Jewel, acclaimed American singer, songwriter, actress,

Grand Canyon
9:45pm Post Reception  

Ballroom Lawn
Friday, October 4, 2013
7:00am Breakfast  

Breakfast Speaker

Getting Fit

Today's marketing leaders understand the importance and scale of digital technologies, but many struggle with the best ways to incorporate digital into their core processes.  How can they be there wherever and whenever customers (and potential customers) want to learn or need help?  How do they create content that stands out at scale?  In her job as President of the Americas for Google, Margo Georgiadis gets to regularly talk with some of the world's brightest marketing leaders.  In this talk, she will share some of her learnings from those conversations, and how all marketers can create impressive branding campaigns that are truly born of the web.

Margo Georgiadis
President, Americas Google
Grand Canyon
8:00am General Session

Experiencing Walmart: Knowing and Doing the Will of Customers

Walmart became the world's largest company by making customers the boss and efficiently helping brands put their products in shoppers' hands. For more than 50 years the company has lived its purpose: to save people money so that they can live better. How can Walmart continue to fuel its story in a world with a growing and diverse millennial generation, omnichannel shoppers, extreme transparency, big data, digitization, and the mobile internet? Stephen Quinn will share how the answer lies in innovation that keeps the customer and the brand at the center of the equation, while bringing freshness to the customer experience.

Stephen Quinn
Executive Vice President and Chief Marketing Officer Walmart U.S.
Grand Saguaro

Chrysler Marketing: This is What We Do

The year was 2009. The U.S. was in the middle of the worst recession since the Great Depression. America was questioning its auto industry — and Chrysler found itself in the midst of the turmoil. Then, an Italian company imported a Frenchman to Detroit to share an American story with the world. The Fiat Group sent Olivier Francois to the United States, and the rest is marketing history. At a time when the new Chrysler Group had both nothing and everything to lose, Mr. Francois and his team set a tone in marketing that continues to resonate today. From "The Things We Make, Make Us" ad for the all-new 2011 Jeep Grand Cherokee to the breakthrough "Born of Fire," "It's Halftime in America," "Whole Again," and "Farmers" Super Bowl work, and continuing with the ongoing launch of the new Fiat brand, Mr. Francois will share his unique formula for breaking through and building brands and market share in the process.

Olivier François
Chief Marketing Officer Chrysler Group LLC and Fiat Group Automobiles
Coffee Break  

Ballroom Foyer
General Session Continued

Grand Saguaro

Amazing Occurrence: The World Agrees on Something

In February 2010, more than 100 million people tuned into Super Bowl XLIV and witnessed the launch of Snickers' new campaign, "You're Not You When You're Hungry." The advertising was built on a universal insight, brilliantly crafted, exceedingly well-told, and featuring unforgettable characters. Since then, the campaign has been rolled out globally and is now running in more than 80 markets. In other words, everyone at Mars involved with Snickers across 80 different countries agreed it would be good for their market. And the rest of the world loved it, too. Debra Sandler and David Lubars will discuss their strategies for identifying single-minded ideas that a global marketing team can get behind. They will talk about the art of storytelling, and how you know if you're telling a good one.

Debra A. Sandler
President Mars Chocolate, N.A.
David Lubars
Chairman and Chief Creative Officer BBDO North America

Session 4

David Leonhardt
Washington Bureau Chief The New York Times

A Trip to TAOS: Winning the Hearts and Minds of the Global Millennial Generation

To captivate the dynamic global millennial generation, Coca-Cola adopted TAOS: Transparent, Authentic, Organic, and Sustainable engagement strategies. Joe Tripodi will share insights on why this generation is unlike any other youth cohort in history. He will also discuss some of the lessons learned from the innovations, channels, storytelling strategies, and youth activations that have resonated with today's global youth.

Joseph V. Tripodi
Executive Vice President and Chief Marketing and Commercial Officer The Coca-Cola Company
12:30pm Luncheon  

Lifestyle: A Growing Powerhouse

Lifestyle is no longer a vague program descriptor. It is a content category in itself, as critical to an advertiser's  marketing plan as News or Sports. Steve Gigliotti of Scripps Networks Interactive will illustrate how capitalizing on the nuances of Lifestyle can enhance your advertising environment. He will illuminate cable's emergence as the new dominant force in media, and reveal the core values — Aspiration, Attainability and Relevance — that have informed much of Scripps Networks' success in building its targeted Lifestyle categories. Steve will introduce Kathleen Finch of HGTV and DIY Network, who will be joined by Love It Or List It stars, Hilary Farr and David Visentin, for a discussion of the impact Lifestyle motivators have on programming content, and today's consumer.

Steve Gigliotti
President, Ad Sales and Marketing Scripps Networks Interactive
Kathleen Finch
President - HGTV and DIY Network Scripps Networks Interactive
Hilary Farr
Host HGTV's Love It Or List It
David Visentin
Host HGTV's Love It Or List It
Grand Canyon
2:00pm Continuous Afternoon Coffee Break  

Ballroom Foyer
General Session Continued

Grand Saguaro

Brands in Motion

We mostly think of brands as fixed in time, standing for one set of values. But brands do evolve over time, as do customer needs and global markets. Business marketing has never been more relevant or powerful, thanks to new technologies and old approaches, such as the power of a story. Beth Comstock shares insights on how you can grow a brand when it's constantly in flux — and make it built to last.

Beth Comstock
Senior Vice President and Chief Marketing Officer General Electric

Becoming a Customer Company

Gone are the days of mass marketing and one-way transactions with anonymous consumers. Social, mobile, and cloud computing raise the stakes for consumer expectations. They want one-on-one, personalized relationships and expect a completely integrated experience across every touch point — including connected products. Companies must embrace the opportunity to re-imagine how they connect with their customers. They must become customer companies.  Marc Benioff will discuss how today's companies are creating personalized experiences with customers — in-store and online, through mobile apps, and even connected products. By creating one-on-one customer relationships at scale, companies can unlock greater levels of growth, innovation, and success.

Marc Benioff
Chairman and Chief Executive Officer Salesforce.com, inc.
Grand Saguaro
3:45pm Adjournment

5:30pm ANA Members-Only Business Meeting/Reception (Open to ANA Members Only)  

Wildflower Ballroom
6:30pm Reception for All  

Ballroom Lawn
7:30pm Dinner  


Jason Mraz has taken his musical journey from coffee houses to stadiums globally and now has two Grammy Awards and six Grammy nominations to his credit. Mraz's latest album, "Love is a Four Letter Word," debuted in the Top 15 in 13 countries including #2 in the United States and the United Kingdom with the first single, "I Won't Give Up" debuting in the #1 slot on Billboard's "Digital Songs" chart one week after its release. Mraz's previous album, "WE SING. WE DANCE. WE STEAL THINGS." proved a global blockbuster, earning multiple platinum certifications numerous territories around the globe.

Jason Mraz
Grand Canyon
9:45pm Casino Night Post-Reception  

Grand Sonoran F and G
Saturday, October 5, 2013
6:00am WebMD Fitness Run  

7:15am Breakfast  

Breakfast Speaker

Multi-screen Marketing
A candid review of how the Bing it On! campaign broke down organizational silos and drove results.

Karen Starns
General Manager, Consumer Marketing Microsoft
Grand Canyon
8:15am General Session

Grand Saguaro

Brand Building in the Social Sphere

As Chief Marketing Officer for SUBWAY Restaurants, Pace develops integrated marketing and advertising programs to drive profitable business in more than 40,000 Subway restaurants in 100 countries around the world. Under his marketing leadership, the Subway brand has ascended in consumer ratings receiving No. 1 ranking in YouGov Brand Index overall for the third consecutive year, and is a top performer in its category in terms of sales and traffic growth. With a robust social community of over 25 million, SUBWAY engages daily with consumers from around the world. Learn how the company takes a 360-degree approach to marketing through engagements at various initiation points across digital, social, media and PR platforms. Find out how this inclusive approach allows the SUBWAY brand opportunity to be current and translatable across all points of consumer contact though its unique strategies.

Tony Pace
Chief Marketing Officer Subway

Winning the Game: Xbox Marketing

With more than 76 million consoles sold worldwide and a Live community of 48 million members engaged an average of 87 hours per month, Xbox has become an integral part of the living room. One of the driving forces behind its rapid growth has been the global phenomenon of hit games. Gamers in the U.S. spend an average of 12.5 hours per week playing games across devices, and the leading gaming franchises are now out-grossing their box office competition. Yusuf Mehdi will explain what it is about games that are so addictive, how that will increasingly apply to a new generation of broad entertainment content, and the impact it will have on consumers.

Yusuf Mehdi
Corporate VP of Marketing and Strategy, Interactive Entertainment Microsoft Corp.
Coffee Break  

Ballroom Foyer
General Session Continued

Bottom-Line Branding: Building Brands and Driving Profitable Sales in Today's Changing World

John Costello shares invaluable insights he's learned at Dunkin' Brands, P&G, and other world-class companies on building brands and driving profitable sales in today's rapidly changing world. Find out how Dunkin' Brands uses consumer insights to understand consumer needs, and then develops a 360-degree approach to meeting those needs through a unique combination of brand promise, advertising, menu, in-store environment, mobile, and social media strategies.

John Costello
President of Global Marketing and Innovation Dunkin' Brands Group, Inc.
Grand Saguaro

How Marketing Fundamentals Can Transform a Business

USAA faced a new challenge when, in 2009, the provider of insurance, banking, retirement, and investment services for military personnel opened membership to all veterans who had previously served honorably. How could the organization reach a new set of customers who knew little about the company? Established in 1922, USAA had grown steadily by relentlessly servicing its core military customer. By 2008, revenue reached more than $12 billion, and the company's growth was built on word of mouth and driven by a reputation for exceptional customer satisfaction. As of 2013, USAA ranked No. 139 on the Fortune 500. Roger Adams will explain how the application of marketing fundamentals helped reshape USAA's business. Learn how the company reached a broader customer set, expanded revenue, and continued to provide an exceptional customer experience.

Roger Adams
Chief Marketing Officer United Services Automobile Association
12:30pm Golf Tournament  

Palmer Signature Course
Tennis Tournament  

Tennis Courts
CMO Roundtable  


Key Findings from the Most Ambitious Marketing Study Ever Conducted
Findings from Marketing2020, the global cross industry study that spans across 67 countries, 10,000-plus participants and over 300 one-on-one interviews with CMOs and industry leaders, will be the focus of this year's CMO roundtable. Marketing2020 – Organizing for Growth examines how winning organizations will transform their strategy, structure and capabilities to drive business growth in the future. After a review of top-level results, our distinguished panelists will help bring the study to life by sharing experiences on how they're readying their own marketing functions for the future. The panel will then discuss (or even debate) useful implications for marketing leaders and their agency partners.

Marc de Swaan Arons
Founder EffectiveBrands
Greg Welch
Senior Partner, Global Consumer Goods and Services Practice Spencer Stuart
Joan Chow
Executive Vice President and Chief Marketing Officer ConAgra Foods Inc.
Antonio Lucio
Global Chief Brand Officer Visa Inc.
James Speros
Executive Vice President and Chief Creative Officer Fidelity Investments
Brian Terkelsen
Chief Executive Officer MediaVest USA
Grand Canyon
Coffee Break  

2:30pm Afternoon Tea With The Internationalist 1000 and the ANA

Marketers Around the World Reshaping the Future of Marketing Discussion

Great marketing doesn't just occur in the U.S. Other countries are providing amazing examples of innovative and inspiring solutions to everyday branding challenges that can encourage us to think differently. Learn how global industry leaders are reshaping our understanding of marketing's expanding role throughout the world.

Limited space availability.

Deborah Malone
Damian Claassens
Head of Creative Profero
Michelle Klein
Vice President of Content, Digital and Communications Diageo
Steve Pacheco
Managing Director, Advertising FedEx Corporation
Sasha Savic
Chief Executive Officer MediaCom
Jennifer Statham
Executive Director, Global Marketing Technology & Agency Strategy Dell
Grand Sonoran E
5:45pm ANA Member Representatives Reception (Open to ANA Member Reps Only)

Isla Del Sol
7:00pm Reception for All  

Ballroom Lawn
8:00pm 10th Annual Evening of Inspiration Dinner  


including a special performance with Tony Award-Winning Actress Laura Benanti

Laura Benanti
Tony-Award Winning Actress
Grand Saguaro
10:00pm Post Reception/Silent Auction to benefit Every Mother Counts  

Sunset Lawn
Sunday, October 6, 2013
7:30am Breakfast  

Breakfast Speaker

Everyone has seen the headlines questioning the future of the U.S. Postal Service. But what lies beyond the headlines is an organization that has been dynamically growing — especially in the shipping category. Nagisa Manabe will share the strategy for driving this growth during her tenure at the Postal Service. She will discuss the opportunity of re-invigorating a 238-year-old brand that services every person and business in the nation, the renovation of the Postal Service shipping portfolio aimed at differentiating the product, as well as the recently launched, fully integrated campaign that re-connects the Postal Service to the American public and drives home the benefits of the new portfolio.

Nagisa Manabe
Chief Marketing and Sales Officer, Executive Vice President United States Postal Service
Grand Saguaro
8:15am General Session

Grand Saguaro
Morning Continuous Coffee Break  

Hennessy: Reinventing a Classic for a New Generation of Consumers

On the eve of its 250th anniversary, Hennessy, the iconic Cognac brand, faced a challenge of reigniting U.S. growth. Stagnant sales, an aging consumer base, and heightened competition all made reaching and engaging a new generation of consumers a brand imperative. The task: reposition Hennessy to relate to millennial urban men. This target audience no longer defines success merely by financial status, but along a potent set of different values. Rodney Williams will explain how a strategic platform led to renewed growth and record sales. By creating and deploying disruptive advertising, rich content, integrated merchandising, and 360-degree activation programming, Hennessy has expanded its consumer base and provided more connected, immersive, and relevant brand experiences.

Rodney Williams
Senior Vice President Hennessy USA, LVMH Louis Vuitton Moët Hennessy

Ready When You Are: Creating the 360 Travel Experience from the Outside In

Travel is not transactional — it's experiential. Video can be the key to an authentic, relevant brand strategy. Using sight, sound, motion, and yes, even touch, video serves up content at the right time, in the right place, every day. But understanding and serving both the known and unrecognized needs of customers is paramount to designing and creating experiences that resonate. In his presentation, Brian King will reveal key insights from the point of view of Marriott, an innovative global brand leader, and share critical new ethnographic research from Video Lives, co-created by Marriott, MEC, Tremor Video, and Sonic Rim. This offers an uncommon peek behind the curtain into the design and creation of full-circle marketing experiences that inspire. Inspired consumers build brands, and leveraging that power is what video marketing does best.

Brian J. King
Global Brand Officer Marriott International, Inc.

Scaling an Authentic Brand While Keeping it Honest

Honest Tea, a company started 15 years ago in Seth Goldman's kitchen, became a "challenger brand" focused on innovation, transparency, and health. The company's entrepreneurial leadership and unique marketing initiatives grew Honest Tea into the nation's top-selling organic bottled tea company. Being acquired in 2011 by The Coca-Cola Co. only expanded the reach and impact of its mission. Mr. Goldman will share insights and lessons on the opportunities for impact and continuing challenges of scaling an authentic, mission-driven brand within a larger, multinational corporation.

Seth Goldman
Co-founder, President and TeaEO Honest Tea, Inc.

The Power of Color: How a "New" Paint Brand Stole Market Share Via Marketing Innovation

For decades, Valspar was a private label manufacturer of paint for Lowe's and other independent retailers. To drive traffic for retail partners and control its own destiny, Valspar decided in 2007 to create a consumer-facing brand. This is the story of that experience. John Anton will talk about Valspar's journey, and how, six years later, that decision has positioned Valspar as the No. 2 brand of do-it-yourself paint — with its sights clearly set on becoming No. 1. Key to Valspar's success has been marketing innovation, not only in the form of new product initiatives, but in digital and social marketing innovations that have enabled the brand to stand out and drive meaningful growth.

John Anton
Vice President and General Manager, Ace Business Unit Valspar Corporation
11:30am Conference Adjournment