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

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

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

WELCOME REMARKS

Win Sakdinan (@wsakdinan)

Director, North America | Global Business Marketing Twitter, Inc.

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

HOST OPENING REMARKS

Russ Findlay

Chief Marketing Officer Hiscox

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 "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.

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

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

The Value of Conversations in Driving Brand Relevance

If nobody is tweeting about your brand, does it really matter?  We invite you to take a dive into the power of public conversations. This session will provide a glimpse into the next big trends in culture and conversation, and what your brand can do to be relevant. Learn what types of conversations drive brand metrics, and how brands can participate in an effective way.

Daniel Charness

Head of Vertical Marketing – Automotive, Tech and Telco Twitter, Inc.

Effie Awards Opening Remarks

Veronica Parker-Hahn

SVP, Head of Growth & Innovation Effie Worldwide

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.

Molly Kennedy

Director, Dove Masterbrand US Engagement Unilever

Jennifer Storms

Chief Marketing Officer and Executive Vice President, Content Strategy NBC Sports Group

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

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

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