2020 ANA Brand Masters Conference Presented by Twitter

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

SESSION DETAILS TBA

Speaker TBA

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

OPENING REMARKS

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

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

DISRUPT OR BE DISRUPTED: HOW THE WONDERFUL COMPANY BREAKS THROUGH IN AN EVOLVING MARKETING LANDSCAPE

With emerging technologies, continuously changing consumer preferences and brands of all sizes fighting to cut through the clutter, how do we continue to move fast and think big? From reimagining Wonderful Pistachios’ role in the snacking space to uniquely positioning Wonderful Halos mandarins among kids, The Wonderful Company has devised groundbreaking marketing campaigns that have catapulted its brands to become some of America’s No. 1 snack brands. Join Senior Vice President of Marketing, Adam Cooper, to learn how The Wonderful Company has revolutionized the produce space with an innovative marketing approach that continues to drive results.

Adam Cooper

Senior Vice President, Marketing The Wonderful Company

THE POWER OF PEOPLE IN A VIRTUAL WORLD

The digital world has put (wo)man and machine at odds‚ setting each up to defend their rightful purpose and place. For over 150 years, Caterpillar has known that true progress and real purpose rests in the symbiotic relationship between the two. Victoria Morrissey will explore the power of people and product in a virtual world.

Victoria Keese Morrissey (@VKMorrissey)

Global Marketing & Brand Director Caterpillar, Inc.

POPEYES & THE CHICKEN SANDWICH WARS

After Popeyes introduced The Sandwich, there erupted the most viral social media fast-food fight of 2019; the chicken sandwich wars. The argument? Who had the tastiest chicken sandwich. The nearly month-long series of events led to a historic moment in marketing for Popeyes — millions of engagements generated, with the brand doubling their following. Customers weighed in, other brands got involved in the conversation and memes were rampant. In this session, Bruno Cardinali, talks about the learnings for the brand during the epic showdown and how they are leveraging those insights to drive engagement and brand growth.

Bruno Cardinali (@brucardinali)

Head, Marketing North America Popeyes Louisiana Kitchen

SESSION DETAILS TBA

Alicia Enciso

Chief Marketing Officer Nestle USA

Effie Awards Opening Remarks

MASTERCARD: “22 YEARS OF PRICELESS”

Since 1997, Priceless has been one of the world’s most iconic campaigns, and the soul of the Mastercard brand. Its power lies in a universal truth: experiences matter more than things. Over the past two decades, this timeless insight and powerful campaign have lived through tremendous technological and cultural change, and evolved with the times. Today, Priceless is not just an advertising campaign, but a holistic marketing platform. And with a new expression, Start Something Priceless, Mastercard is ready for the next twenty years.

Raja Rajamannar

Chief Marketing & Communications Officer and Pres. – Healthcare Business Mastercard

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

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.

Speaker TBD

OKCUPID WHAT’S NEXT?

OkCupid launched one of the most provocative ad campaigns of 2018 and in the last year won nearly every single award — including an Effie! Hear from OkCupid CMO Melissa Hobley who will share how the brand redefined a dirty digital-dating acronym and turned it into an empowering rallying cry for modern romance.

Melissa Hobley

Global Chief Marketing Officer OkCupid

BEST PRACTICES TO DRIVE RESULTS FOLLOWING A MERGER AND/OR ACQUISITION

Poly will discuss a high-level overview of marketing best practices to utilize following a merger and/or acquisition and to learn how to deploy and optimize marketing strategies to drive positive results with all company stakeholders. You will also discover insights into the development of Poly’s Vision, Mission and Values framework that served as the guiding principles to activate associates, engage customers and hit the ground running with a new brand focused on driving growth and delivering on bottom line results.

Amy Barzdukas

Executive Vice President and Chief Marketing Officer Poly

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

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