IT PAYS TO BE POSITIVE

In a post-COVID world, context matters to consumers — and has implications for brands.

With two out of three U.S. adults agreeing it’s a brand’s responsibility to advertise in safe, positive places, where ads show up online matters now more than ever. Join Jon Kaplan, Pinterest’s chief revenue officer, in conversation with Pam Forbus, CMO of Pernod Ricard, as they discuss how showing up in a more positive environment online not only drives sales, but fosters true brand love.

Pam Forbus (@Pernod_Ricard)

Chief Marketing Officer Pernod Ricard

Bob Liodice

Chief Executive Officer ANA

STEPPING UP AS A FORCE FOR GOOD AND A FORCE FOR GROWTH

The events of 2020 have brought clarity to what matters.  The role of business has been forever disrupted.  It is now inescapably clear that brands and companies have a responsibility to step up as a force for good and a force for growth – for consumers, communities, our industry, and the world. 

Marc Pritchard (@ProcterGamble)

Chief Brand Officer The Procter & Gamble Company

CHANGE CREATES CHOICE

From consumer consumption patterns to cultural upheaval, it’s now more important than ever for media companies to have a clear brand focus, to recognize and demonstrate social responsibility and be a guiding light in these most challenging times. In this brief session, Peter Olsen, president of A+E Networks ad sales, will highlight how A+E Networks navigates the current, often overwhelming sea of change.

Peter Olsen

President, Ad Sales A+E Networks

SOCIETY IS AT INFLECTION POINT, AND SO IS GENERAL MOTORS

COVID-19 has affected companies in many different ways; in the case of GM, it helped the organization see its strengths in action and clarify the meaningful role it can play in taking society forward. 

Deborah Wahl, global CMO at General Motors, will share how the company emerged stronger, more agile, and more determined to use its transformative size and scale to democratize a world that’s safer for all, from using the power of its technologies to quickly pivot toward ventilator production, to committing to becoming the most inclusive company in the world.

Plus, as the pandemic re-energized the importance of vehicles in people’s lives and showed us the dress rehearsal of a world with cleaner air, GM has accelerated the production of an electric ecosystem for everyone – for a world that’s cleaner, safer, and more inclusive. Get the “behind the curtain” stories of launching the iconic Hummer EV and the awe-inspiring Cadillac LYRIQ – just the start of a portfolio expansion that will include more than 20 electric vehicles by 2023. 

Deborah Wahl (@DeborahWahl)

Global CMO General Motors

BRANDS FOR HUMANS: FOR GREATNESS AND FOR GROWTH

Brand-building can inspire greatness and deliver growth when brand heritage and purpose are brought to life through acts (not just ads), are fueled by innovation and creativity, and are rich in craftsmanship and entrepreneurship.

Mathilde Delhoume

Global Brand Officer LVMH Holding Group

HOW PURPOSE HELPED LEGO NAVIGATE 2020

Inspiring and developing the builders of tomorrow is at the heart of everything LEGO, where the belief that play-based learning is essential in helping children gain the skills they need to unleash their potential and become life-long learners has been a guiding light for both the LEGO Foundation and LEGO Group product innovation.

The importance of such a strong, focused brand purpose has never been more apparent than during the events of 2020, when it helped guide the choices LEGO had to make in order to not only support its external audiences and employees globally, but to continue promoting child development and ensuring the next generation of leaders and problem-solvers have the skills they need to meet today’s global challenges head-on.

Julia Goldin

EVP, Global Chief Marketing Officer LEGO Systems, Inc.

TURNING MAYHEM INTO MOMENTUM

A global pandemic, as much as any major crisis, requires organizations to adapt quickly. Marketing leaders, in particular, need to move fast while applying a strategic, structured approach. But in our current circumstances, how we act is just as important as what we do.

Michelle Peluso, SVP of digital sales and CMO at IBM, will share steps on how you can help your teams reimagine what is possible, drive your company's growth, and act with purpose, agility, and empathy.

Michelle Peluso (@michelleapeluso)

SVP Digital Sales and Chief Marketing Officer IBM

SUSTAINED READINESS: TRANSFORMING YOUR BUSINESS TO PREPARE FOR WHAT'S NEXT

In the midst of unprecedented global hardship, users are searching for help and the opportunity to help others. The pandemic and racial justice movement are forcing businesses to question how they can be more agile to keep up with consumers’ accelerated digital adoption and embrace a more inclusive marketing philosophy. With businesses under mounting pressures, digital and DEI transformation are more important, and more possible, than ever before.

Marie Gulin-Merle, global VP for Google, will explore the effect of today’s crises on digital behavior and the urgency for businesses to be ready for what’s next, from building a more responsible ads ecosystem to leading brands with purpose.

Marie Gulin-Merle (@mariegulin)

Global Vice President, Ads Marketing Google

LET’S WORK TOGETHER TO STOP ONLINE HATE

This past summer, advertisers took a stand against online hate by joining #StopHateForProfit and committing to meeting the highest standards of responsible marketing needed to do more – to take action and drive real change in partnership with one another, the social media platforms, and the individuals and communities affected by the toxicity that has infiltrated social spaces. 

Inspired by the momentum and progress achieved by the ANA and the Global Alliance for Responsible Media (GARM), Ann Mukherjee will discuss how Pernod Ricard’s commitment to create a hate reporting app has evolved into an industry-wide initiative, #EngageResponsibly, bringing together consumers, brands, and platforms to provide tangible, technology-driven tools and resources that support advertisers as they work to stop the spread of online hate – a fight that has become vital to the well-being of our consumers, the safety of our shared platforms, and the health of our respective brands and businesses. 

#EngageResponsibly is endorsed by the ANA and GARM as a framework to provide users and brands with more tools to stamp out hate online.

Ann Mukherjee

Chairman and CEO, North America Pernod Ricard

THE CONVERSATION: TODAY & TOMORROW IN TWEETS

The Twitter timeline is a feed of culture shapers. They’re the ones who are the first to try, the first to buy, the first to talk, and the first to be honest. Their tweets have charted the course of history, launched movements, and changed lives. And in a year of overwhelming and rapid change, their tweets have proven to be powerful signals of what matters most.

In this session, Ryan Oliver, senior director of Twitter Next, will present an analysis of Twitter conversation data that uncovers not only the behaviors and need states that have accelerated or emerged during lockdown, but the potential future needs of customers as well.

And, of course, ask brands what they will do with this opportunity.

Ryan Oliver (@TwitterMktg)

Senior Director, Twitter Next Twitter

WHERE DOES IT HURT?

CVS Health is a brand that truly lives by its purpose: helping people on their path to better health. The first step is to look for the consumer’s pain points: What is preventing them from being healthier? Access? Cost? Complexity? By starting from a place of empathy and purpose, you can figure out what to do (and what to stop doing), proving that what’s good for the health of your customer is also good for the health of your brand.

Norman de Greve (@ndegreve)

Chief Marketing Officer CVS Health

A NEW ERA OF PURPOSE-DRIVEN BRANDS

The pandemic has served as a catalyst, exposing the social and moral conscience of our society and giving rise to all the tensions and trends that, until now, have simmered beneath the surface. It’s also forced us to look within ourselves and ask who we are and who we can become, and made us look beyond ourselves, at the businesses and brands we align with and ultimately support.

In this session, Frank Cooper, global CMO of BlackRock, will draw on his experience at the forefront of business leadership and marketing to examine the role of brands through the lens of being great versus doing good, and the role marketers play in the relationship between selling and serving.

Frank Cooper III

Senior Managing Director and Global Chief Marketing Officer BlackRock

KEY TAKEAWAYS FROM THE GLOBAL CMO GROWTH COUNCIL SUMMIT ON MARKETING LEADERSHIP

Ahead of this year’s Masters of Marketing Conference, the Global CMO Growth Council, established by ANA and Cannes Lions in 2018, will host the largest-ever gathering of CMOs from around the world—coming together, at this critical moment for our industry, to take action.

Raja Rajamannar, Mastercard’s chief marketing and communications officer and president of its health care business, will moderate a recap of the Summit that summarizes the key actions CMOs around the world have agreed to take together to drive the growth our industry needs and to transform marketing into “a force for good and a force for growth.”

Raja Rajamannar

Chief Marketing & Communications Officer and President, Healthcare Mastercard

PERSEVERANCE OVER TWO CENTURIES: USPS EMERGES AS THE NATION'S MOST TRUSTED BRAND

Reaching over 160 million addresses and businesses every week, the Postal Service has countlessly reinvented itself over the years to stay relevant and continue its mission of binding our nation together. During times of crisis, the USPS employee base of 630,000 strong delivers hope, certainty, and an unwavering commitment to communities across the nation. This has earned the organization recognition as the “most trusted” brand (Morning Consult), the “most loved” brand (Morning Consult), the “most essential” brand in response to the COVID-19 pandemic (The Harris Poll), and America’s “favorite” government agency for more than five years running (Pew Research Center).

In this session, Christopher Karpenko, executive director of brand marketing for USPS, will explore how a two-plus centuries old brand continues to stay top of mind by using data-driven insights to meet customer needs.

Christopher Karpenko

Executive Director, Brand Marketing United States Postal Service

Bob Liodice

Chief Executive Officer ANA

HUMANIZED DATA-LED CREATIVITY

Does data enable creativity, or does it limit imagination?

While more and more brands seek to humanize their marketing around the abundance of available data, many still fall short of achieving this goal. Because, to effect meaningful change in thoughts, feelings, and actions, marketers must find the “human hidden beneath the data” and first humanize the way they view their audience, customers, and stakeholders.  

Dean Aragon

CEO Shell Brands International & Global VP Brand Shell Brands International AG

AUDIO FIRST CREATIVE INNOVATION

2020 continues to challenge brands to rethink their marketing strategies, and in this session, Roger Gehrmann, executive creative director, and Chelsea Campbell, group creative director, will detail how Pandora’s multi-disciplinary Studio Resonate is innovating with streaming audio creative to help brands find success. Learn about how the “pandemic pivot” unlocked creative opportunities for unlikely voice actors, and how a recruitment platform was built on user-generated beats.  

Roger Gehrmann

Executive Creative Director, Studio Resonate Pandora

DIFFERENTIATING A COMMUNITY-BASED BRAND

In the struggle to establish a loyal customer base, community-based brands face a never-ending challenge to differentiate themselves from other, near-limitless options while remaining relevant and meeting evolving customer expectations.

In this session, you will hear how Casey's General Store teamed up with Deloitte Digital to meet this challenge head-on – and thrive in an age of digital disruption – by implementing cutting-edge solutions to digitize their customer ordering system and creating a state-of-the-art website, mobile app and loyalty program.

Chris Jones

SVP and Chief Marketing Officer Casey's General Stores, Inc.

COMMIT TO C.A.R.E NOW

Depictions of Black men in the media too often lean into harmful stereotypes instead of celebrating them as the caring men we know. Inspired by the calls for racial justice and actions so many NBA players are taking, Esi Eggleston Bracey, COO of beauty and personal care at Unilever North America, will discuss a groundbreaking partnership between Dove Men+Care and the National Basketball Players Association (NBPA) that aims to change the way Black men are seen and treated. This new Commit to C.A.R.E Now Initiative will amplify and support the social issues that matter most to players like Chris Paul, Aaron Gordan, and Donovan Mitchell, including public safety, safe and fair voting, education, and more, and help perpetuate a more accurate portrayal of Black men in media and culture.

Esi Eggleston Bracey

COO and EVP, Beauty & Personal Care, Unilever NA Unilever United States, Inc.

HOW INTEL REIMAGINED AND EVOLVED ITS MARKETING CAPABILITIES

As Intel’s aspirations and technologies converge with the evolving needs of our global society, creating awareness around how these integrated technologies can dramatically impact advances in transportation, health care, and education provides a unique and uplifting opportunity.

Join Intel’s SVP and CMO Karen Walker as she describes how she is reimaging Intel’s marketing capabilities and evolving the way the company and its partners approach the dynamic landscape of technology and solutions marketing.

Karen Walker (@KarMWalker)

SVP and Chief Marketing Officer Intel Corporation

FROM CHAOS TO CREATIVITY

After walking into a Super Bowl-sized competitive attack on day one of the job and marketing through the pandemic and all that 2020 has had in store, Michelle “MSJ” St. Jacques, chief marketing officer for Molson Coors, will share how she turned moments of total chaos into moments that drove the greatest change. Grab a beer and get ready for a look inside the marketing arm of one of the world’s largest brewers.

Michelle St. Jacques (@mstjacq)

Chief Marketing Officer Molson Coors

MARKING WHAT MATTERS: A CONVERSATION WITH BOB LIODICE AND CAROLYN EVERSON

During this fireside chat with ANA CEO Bob Liodice, Facebook’s VP of global business group, Carolyn Everson, will discuss how Facebook is taking meaningful action on the issues that matter, from ensuring safety online to supporting businesses through the economic recovery.

Carolyn Everson

Vice President, Global Business Group Facebook

VISA'S MARKETING STRATEGIES FOR THE NEW NORMAL

As one of the most recognizable brands in the world, Visa has a responsibility to not only deliver exceptional products and services that help people adapt to the dramatic changes to the way we work and live, but to also use their brand’s power for social good.

During this 25-minute talk, Visa’s chief marketing and communications officer, Lynne Biggar, will share how Visa pivoted around COVID-19 to enable individuals, businesses, and economies to rebuild and thrive through redesigned and reimagined marketing programs.

Lynne Biggar (@LynneBiggar)

EVP, Chief Marketing and Communications Officer Visa Inc.

WHO IS NUMBER ONE? THE CUSTOMER IS - ALWAYS

For brands, understanding who your customer is – their wants, their motivations, and their fears – is of the utmost importance when looking to serve their needs. This customer-centric approach is at the heart of every decision Walmart makes, from product and service offerings to shared value commitments. 

With today’s consumers looking at companies not only for what they offer, but also what they stand for, William White, Walmart’s chief marketing officer, will discuss how Walmart seeks to support the communities it serves and how it shows the 150 million people who come through its doors every week that it is welcoming and inclusive.

William White

Chief Marketing Officer Walmart

MARKETING STRATEGY IN THE COVID-19 AGE (AND BEYOND)

For many tech brands, the target is fairly narrow. At Dell Technologies, the opposite holds true, and the already formidable task of guiding strategy has only been amplified thanks to the myriad disruptions caused by COVID-19.

In this session, Allison Dew, CMO and EVP, will share how her team at Dell Technologies has been approaching the challenges of steering marketing strategy forward, what lessons have been learned along the way, and her thoughts on the future of marketing’s impact on brands.

Allison Dew

Chief Marketing Officer and EVP Dell Inc.

YOU GOTTA BE BOLD

Today, “doing good” is a crucial part of a business doing well.  We all know that, but so does the consumer. This presents a challenge for those brands that want to step up and work their goodness for the first time, in a fresh way, or in a new area. After all, how do you navigate the treacherous seas of cynicism and the backwash of those badmouthing your good intent?

Drawing on a long history of General Mills’ mission from a mill exploding on the banks of the Mississippi 142 years ago to the killing of George Floyd in the spring of this year in the same city, what have our brands learned about how to be courageous and take the first step in being a force for good?

Ivan Pollard

SVP, Global Chief Marketing Officer General Mills, Inc.

LESSONS LEARNED FROM ALTERING MARKETING DUE TO COVID TIMES

Join iHeartMedia’s President and CMO to hear how the country's leading audio company altered their marketing to adapt to COVID times. Gayle Troberman will discuss a range of new marketing programs that the company launched to provide companionship for listeners across the country as they lived through the daily changes brought on by the pandemic and stay at home orders.  That included iHeartMedia's Can't Cancel Pride, bringing the day to life with top artists, including Melissa Etheridge.  Gayle will also host a fireside chat with Melissa.

Gayle Troberman

President and Chief Marketing Officer iHeartMedia

MELISSA ETHERIDGE PERFORMANCE (Sponsored by iHeartMedia)

A performance by one of rock music’s great female icons.

Melissa Etheridge

Artist

PERSONALIZING THE CAMPBELL'S MESSAGE THROUGH PREDICTIVE ADVERTISING

Closing the gap between “media and shelf” has always been a key objective for food brand marketers but with the advent of COVID-19, understanding consumers’ daily evolving needs, and then having the supply to fulfill those needs, became a huge challenge. As one of the most trusted American food brands, Campbell’s led the charge to deliver frictionless food solutions powered by Meredith’s new predictive advertising capabilities. Utilizing a proprietary blend of precision data analytics, machine learning, and an AI- based decisioning algorithm, Meredith and Campbell’s were able to deliver hyper personalized and localized solutions that eased the daily lives of consumers and drove sales for Campbell’s.

Marci Raible (@RaibleMarci)

VP, Global Media & Marketing Services Campbell Soup Company

Bob Liodice

Chief Executive Officer ANA

UNITED WE MOVE: A FORCE FOR GOOD

Marketing through the COVID-19 pandemic has been a challenge of epic proportions for every brand, but in the brick-and-mortar fitness industry, which had to face extended gym closures and zero revenue, that challenge was off the charts – especially for a new CMO 90 days on the job.

Through strong internal and agency collaboration, and a need to be a force for good at a time when fear, uncertainty, and doubt were at the heart of consumer’s minds, Planet Fitness was able to quickly pivot and, within 48 hours of gym closures, bring “United We Move” to life – an initiative to offer free daily live digital workouts and help keep millions of people around the globe active, moving, and engaged with the Planet Fitness brand. 

Jeremy Tucker

Chief Marketing Officer Planet Fitness

CREATING FROM THE INSIDE OUT

Launched in January 2020, Disney CreativeWorks is a collective of creative teams across ABC, Disney Network, ESPN, Freeform, FX, Hulu, and National Geographic—think of it as the Avengers of Creative. The team creates branded content from the inside out, partnering with network producers, writers, and talent with the audiences and distribution of each network and social handles in mind. 

In this session, the CreativeWorks team will share the secrets to the successful collaboration needed to create at scale, how they find the connection between major brands and Disney, and how brands have launched products and had consumers doing double-takes at one of the most “non-COVIDvertising” ads of 2020.

Carrie Brzezinski

Vice President, Head of ESPN CreativeWorks & ESPN Multimedia Sponsorship ESPN

"TWO GOOD" TO BE TRUE?

Danone is on a mission to prove that Two Good can defy the norms of fast-moving consumer goods brands, from the hard realities of profit and loss to the short-term nature of the business, and, as a “vote with your dollar” brand, be a force for good and a force for growth.

In this discussion, Manos Spanos, SVP of brand marketing for Danone’s yogurt business unit, will offer a glimpse into the brand’s progress to date, the impact it has already had, and the cool things coming in the near future.

Manos Spanos (@spanose)

Senior Vice President, Brand Marketing, Yogurt BU Danone North America

ANNOUNCING THE 2020 ANA GENIUS AWARD WINNERS, PRESENTED BY NEUSTAR

If marketing sometimes goes uncredited for organizational successes, it’s those who lead the charge building rich data-driven, marketing analytics platforms and programs that are often its unsung heroes. 

Join Brett House, VP of product marketing at Neustar, as he announces the winners of the 2020 ANA Genius Awards, recognizing the most powerful work in marketing analytics today.

Learn who among this year’s unprecedented number of entrants in the categories of marketing analytics adoption, growth, innovation, and storytelling will share in the $100,000 prize pool to be donated to the charities of their choice. And hear from the winners themselves, who will share more about the impact of their winning submissions on their respective organizations.

Now in its eighth year, the ANA Genius Awards, presented by Neustar, remains the world’s most prestigious marketing analytics awards program. This year’s judges panel includes top CMOs, marketing scientists, and other industry luminaries. Past ANA Genius Awards winners include Adobe, LongHorn Steakhouse, Diageo, USAA, and more.

Brett House

Vice President, Product Marketing Neustar

RADICAL SPEED, LEARNING AND RISK TAKING IN 2020 ON BRANDS TRULY AND SAM ADAMS

Boston Beer’s growth before and during the pandemic comes down to a few key principles – radical speed, a learning culture, and a company willing to take risks and fail. But all of this has been tested more than the company could have ever imagined during 2020. 

In this session, CMO Lesya Lysyj will talk about some of the critical factors contributing to Boston Beer’s continued growth, including a specific case study of the Sam Adams brand’s investment in the “On Premise” segment of hospitality, at a point when nationwide shutdowns drove restaurant and bar sales down 90 percent – and which resulted in Sam Adams being named by Newsweek Magazine as one of “50 U.S. Businesses that Stood Out During the Pandemic.”

Lesya Lysyj (@lesyalysyj)

Chief Marketing Officer Boston Beer Company

CAPITALIZING ON THE CTV OPPORTUNITY

Recent growth in streaming video viewership around the world has been stunning, leading many advertisers to question how and where to reallocate or complement linear TV budgets, or extend digital display and video into streaming video. And that’s on top of the fact 77 percent of U.S. households are now considered “connected TV households,” and 49 percent of all ad views come from connected TV.

Unfortunately, the landscape is rife with confusing acronyms, layers of opaque content licensing and distribution rights, and numerous, but distinctly different, paths to the same supply.

In this session, Xandr’s Sarah Harms, VP and North American agency platform lead, will discuss the role technology platforms play in connected TV buyers’ decision making, and how that drives greater consistency in both measurement and audience activation.

Sarah Harms (@xandr)

VP, NA Agency Platform Lead Xandr

LEANING INTO CHAOS

Does your 2020 marketing plan still look anything like it did at the beginning of the year? From a global pandemic to racial injustice to a critical election, more than any other year 2020 has challenged marketers to figure out how, whether, when, and where to respond to seismic exogenous shifts.

It can be completely paralyzing.

DoorDash’s Kofi Amoo-Gottfried, VP of marketing, and Micah Moreau, VP of growth marketing, will team up to discuss how the key to not just surviving but growing in these circumstances is a strong clarity of purpose paired with a bias to action and a singular focus on helping customers and partners through the chaos.

Kofi Amoo-Gottfried

VP, Marketing DoorDash.com

ANA RISING STARS AWARDS

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BUILDING TRUST AMID COVID-19

For decades, Delta Air Lines has built a business around the “virtuous circle” principle of always putting people first, and that remains true amid the current crisis.

In this session, learn how Delta is propelling its reputation as a trusted global consumer brand and rebuilding confidence in air travel by putting people’s safety above all else and leveraging transparent, proactive, and credible marketing, advertising, and communications.

Tim Mapes

SVP and Chief Marketing and Communications Officer Delta Air Lines, Inc.

EMBRACING DISRUPTION FROM THE INSIDE OUT

As 2020 continues to bring one surprise after another, the lines between our personal lives and the industries we work in have blurred, bringing many new variables into the workflow process. To be successful in this environment, companies must be agile, quick to act, and most importantly willing to relook at legacy process, culture, and product offerings. Join Jahid Mirza and Ben Dumas in this session as they share inspiring ways you can embrace this disruption professionally and drive your corporate and client success.

Jahid Mirza

Executive Vice President, Business Development and Capital Investment Active International