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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Rising Marketing Stars  |  Member Video  |  Pricing  |  Registration

Conference Agenda

All sessions listed below are in Eastern Time (ET).
Please note the conference agenda, including speakers, is subject to change.

TIME EVENT DETAILS LOCATION
Tuesday, October 24, 2023
12:00pm
- 8:00pm
REGISTRATION OPEN

Gatlin 1 Reg. (IN-PERSON ONLY)
1:00pm
- 5:00pm
Golf Tournament  

ANA's Masters of Marketing Golf Tournament is a scramble format with a shotgun start. Foursomes are arranged by ANA. Clubs and shoes are available to rent in the clubhouse's pro shop. The cost for golf is $196 and can be selected during the registration process. Lunch will be provided starting at 12:00 pm.

Golf Course Clubhouse (IN-PERSON ONLY)
Tennis Tournament  

ANA’s Masters of Marketing Tennis Tournament is a mixed doubles round robin format, arranged by a tennis pro. Tournament play will begin at 1:00pm, with boxed lunches and warm-ups to start at 12:00pm. The cost to play Tennis is $30 and can be selected during the registration process. 

Tennis Courts (IN-PERSON ONLY)
3:00pm
- 3:50pm

CONFERENCE KICKOFF SESSIONS (seating is limited - first come, first served)

IN-PERSON ONLY

HOW RETAIL MEDIA, STREAMING PLATFORMS & BRANDS ARE PARTNERING TO BOOST CTV AD PERFORMANCE (Presented by Walmart Connect)

Advertisers are well-aware of CTV’s potential as an emerging channel to reach consumers and streaming ad investments continue to rapidly increase. Yet, many marketers are adjusting to the ad format and which best practices to use – especially for keeping those investments accountable in an era when marketing dollars are under increased scrutiny. This panel – led by Walmart Connect in partnership with NBCUniversal – will feature campaign case studies from brands to showcase how they’ve not only found success through CTV, but are using the medium to complement their omnichannel efforts. 

Sylvia Yam
Senior Director, Strategy & Business Development Walmart Connect
MK Woltz
Director, Media Connections Danone
Gatlin A1 (IN-PERSON ONLY)

THE NEW AMERICAN CONSUMER AND THE GROWTH THAT MARKETERS MAY BE MISSING (Presented by iHeart Media)

How different are marketers from today’s consumers? And how do our biases alienate us from the people we’re trying to reach? Find out in this conversation with Marisa Thalberg and Steven Wolf Pereira, award-winning marketing leaders and co-hosts of the marketing podcast “Brand New,” as they explore a groundbreaking new study from iHeartMedia on the new American consumer. Gayle Troberman, Chief Marketing Officer of iHeartMedia, will moderate, helping decipher the trends and turn insight into action.

Gayle Troberman
Chief Marketing Officer iHeartMedia
Marisa Thalberg
Award-Winning Marketing Leader Co-host of the Marketing Podcast “Brand New”
Steven Wolf Pereira
Award-Winning Marketing Leader Co-host of the Marketing Podcast “Brand New”
Gatlin A2 (IN-PERSON ONLY)

THE ART OF PRECISION: ACHIEVING CONVERSIONS THROUGH ADDRESSABLE ADVERTISING (Presented by DirecTV)

With addressable advertising reaching new stages of maturity, there’s more than one way to harness its power of precision to find the right audience at the right time. From managing reach and frequency, new and innovative ad formats, to connecting with diverse and highly engaged audiences across both linear and streaming environments, there are now a plethora of strategies to help brands break through a saturated and ever-evolving marketplace. In this session, learn how to master a converged media landscape and hear first-hand how advertisers are employing these methods today.

Drew Groner
SVP, Head of Client and Agency Partnerships DIRECTV
Brian Cordes
Head of Client Partnerships DIRECTV
Gatlin A3 (IN-PERSON ONLY)

KICKOFF SESSION 4 (Presented by Disney Advertising)

Gatlin A4 (IN-PERSON ONLY)
4:00pm
- 4:50pm

REPEAT OF KICKOFF SESSIONS (seating is limited - first come, first served)

IN-PERSON ONLY

HOW RETAIL MEDIA, STREAMING PLATFORMS & BRANDS ARE PARTNERING TO BOOST CTV AD PERFORMANCE (Presented by Walmart Connect)

Advertisers are well-aware of CTV’s potential as an emerging channel to reach consumers and streaming ad investments continue to rapidly increase. Yet, many marketers are adjusting to the ad format and which best practices to use – especially for keeping those investments accountable in an era when marketing dollars are under increased scrutiny. This panel – led by Walmart Connect in partnership with NBCUniversal – will feature campaign case studies from brands to showcase how they’ve not only found success through CTV, but are using the medium to complement their omnichannel efforts. 

Sylvia Yam
Senior Director, Strategy & Business Development Walmart Connect
MK Woltz
Director, Media Connections Danone
Gatlin A1 (IN-PERSON ONLY)

THE NEW AMERICAN CONSUMER AND THE GROWTH THAT MARKETERS MAY BE MISSING (Presented by iHeart Media)

How different are marketers from today’s consumers? And how do our biases alienate us from the people we’re trying to reach? Find out in this conversation with Marisa Thalberg and Steven Wolf Pereira, award-winning marketing leaders and co-hosts of the marketing podcast “Brand New,” as they explore a groundbreaking new study from iHeartMedia on the new American consumer. Gayle Troberman, Chief Marketing Officer of iHeartMedia, will moderate, helping decipher the trends and turn insight into action.

Gayle Troberman
Chief Marketing Officer iHeartMedia
Marisa Thalberg
Award-Winning Marketing Leader Co-host of the Marketing Podcast “Brand New”
Steven Wolf Pereira
Award-Winning Marketing Leader Co-host of the Marketing Podcast “Brand New”
Gatlin A2 (IN-PERSON ONLY)

THE ART OF PRECISION: ACHIEVING CONVERSIONS THROUGH ADDRESSABLE ADVERTISING (Presented by DirecTV)

With addressable advertising reaching new stages of maturity, there’s more than one way to harness its power of precision to find the right audience at the right time. From managing reach and frequency, new and innovative ad formats, to connecting with diverse and highly engaged audiences across both linear and streaming environments, there are now a plethora of strategies to help brands break through a saturated and ever-evolving marketplace. In this session, learn how to master a converged media landscape and hear first-hand how advertisers are employing these methods today. 

Drew Groner
SVP, Head of Client and Agency Partnerships DIRECTV
Brian Cordes
Head of Client Partnerships DIRECTV
Gatlin A3 (IN-PERSON ONLY)

REPEAT SESSION 4 (Presented by Disney Advertising)

Gatlin A4 (IN-PERSON ONLY)
6:00pm
- 7:30pm
OPENING WELCOME RECEPTION

Gatlin Terrace (IN-PERSON ONLY)
7:30pm
- 10:00pm
DINNER (Presented by A+E Networks)

Sebastian Ballroom (IN-PERSON ONLY)
7:50pm
- 8:00pm

AMERICA'S 250th

Eli Lehrer
Executive Vice President & Head of Programming The HISTORY® Channel
Peter Olsen
President, Advertising Sales A+E Networks®
Sebastian Ballroom (IN-PERSON ONLY)
9:00pm
- 10:00pm
POST DINNER ENTERTAINMENT  

Jon Bon Jovi
Recording Artist
Sebastian Ballroom (IN-PERSON ONLY)
Wednesday, October 25, 2023
6:30am
- 8:00pm
REGISTRATION OPEN

7:00am
- 8:00am
BREAKFAST (Presented by Pinterest)

Sebastian Ballroom (IN-PERSON ONLY)
7:30am
- 7:50am

BREAKFAST SESSION: THE INTERNET IS BROKEN. LET'S FIX IT.

Social media was supposed to connect and inspire us. Instead, it divides and distracts us. Teen screen time is at an all time high; teen mental health is at an all time low. Join Pinterest for a candid discussion on technology’s impact on emotional wellbeing, particularly for Gen Z, and the industry’s role in fixing a problem that we all helped to create.

Sebastian Ballroom (IN-PERSON ONLY)
8:00am
- 8:50am
OPENING REMARKS Hybrid – Gatlin C/D
8:50am
- 9:30am

THE NEXT RESET

The fundamentals of brand building remain constant but how we build brands constantly changes.  With all the disruptions that are reshaping how consumers engage with, experience, and buy brands, it's time to reset the bar on creativity for growth.

Marc Pritchard
Chief Brand Officer The Procter & Gamble Company
Hybrid – Gatlin C/D
9:30am
- 10:05am

USING BRAND PURPOSE TO DRIVE RELEVANCY AND GROWTH

As an innovative leader in treats and snacks and the maker of some of the world's most-loved brands, Mars Wrigley is driven by its purpose – to inspire moments of everyday happiness. In this session, Mars Wrigley’s North American CMO Gabrielle Wesley will bring you behind the curtain to share how strategic, purpose-driven brand evolution, including a monumental transformation of the legendary M&M’S brand, is enabling the company to remain front and center in culturally relevant conversations, with purpose at the forefront, driving growth across the portfolio, and fueling engagement with consumers. Gabrielle will also discuss the role of purpose in preparing the company’s brand portfolio for the future with examples from iconic brands like M&M’S, SKITTLES and DOVE.

Gabrielle Wesley
Chief Marketing Officer Mars Wrigley North America
Hybrid – Gatlin C/D
10:05am
- 10:30am
NETWORKING COFFEE BREAK

Gatlin Foyer (IN-PERSON ONLY)
10:30am
- 11:15am

MARKETING RENAISSANCE: TRANSFORMING HOW WE BUILD BRANDS THAT DRIVE GROWTH

Shakir Moin will share Coca-Cola’s journey to transforming its marketing with its portfolio of brands, ranging from Coca-Cola to Fairlife and Topo Chico. This journey has led to a rapid shift to digital, an ethos anchored in winning consumer behavior (and not only hearts) and leveraging the company’s network as a competitive advantage.

Shakir will capture how Coca-Cola’s portfolio of brands is leaning on ACTS (and not Ads) to shape experiences that are anchoring new, lasting memories behind the core promise of the brands.

Shakir Moin
Chief of Marketing, Coca-Cola North America The Coca-Cola Company
Hybrid – Gatlin C/D
11:15am
- 11:55am

COMBINING INSIGHT AND CREATIVITY TO REINSPIRE PURPOSE-DRIVEN MARKETING

In today's ever-evolving marketing landscape, creativity and innovation are crucial for brands to break through and make a lasting impact. Join us as we explore how Crayola identified an untapped market need and leveraged powerful new insights to meaningfully connect with children, parents/caregivers and educators.
Fueled by the belief that creativity is a life skill that allows kids to reach their full potential - this session led by Victoria Lozano, Executive Vice President of Marketing at Crayola, will illuminate how the brand skillfully combined marketing instincts and authentic consumer insights to reframe its marketing strategy and identify new ways to draw consumers into a purpose-driven marketing campaign.

Victoria B. Lozano
Executive Vice President, Marketing Crayola
Hybrid – Gatlin C/D
11:55am
- 12:30pm

THE ART OF REBRANDING A LEGACY BRAND: HOW HILTON FOUND SUCCESS WITH “HILTON. FOR THE STAY”

As the world (and travel) re-emerged from the pandemic, Hilton seized the opportunity to launch the biggest rebrand in their 104 years of hospitality, accelerating recovery and setting the foundation for the next century.
 
Hilton’s first-ever brand platform “Hilton. For the Stay,” has broken the mold of traditional hotel advertising by leaning into something more authentic for Hilton, inspiring over 200 million customers to experience and fall in love again with their global portfolio of hotels. 
 
Following the one-year anniversary of “Hilton. For the Stay,” join Mark Weinstein, CMO of Hilton, for an inside look at what it takes to rebrand a legacy company, the importance of rallying efforts under a single focus that’s differentiated, credible and ownable, and the lessons learned along the way. 

Mark Weinstein
Chief Marketing Officer Hilton
Hybrid – Gatlin C/D
12:30pm
- 2:00pm
LUNCH (Presented by Google)

Sebastian Ballroom (IN-PERSON ONLY)
1:25pm
- 1:45pm

LUNCH SESSION: MOVING AT THE SPEED OF CULTURE: HOW CREATORS, FANS, AND NEW TECHNOLOGY ARE CHANGING EVERYTHING

As multiformat, multi-device consumption becomes the norm, new tools and technologies are democratizing the creative process and enabling bigger, bolder ideas to become a reality. As a result, we’re seeing everything from fan-remixed content to AI-enhanced video presenters break through and get millions of views. In online video, new tiers of fandom are driving this shift, normalizing these technologies for broad audiences.

This year's global YouTube Culture & Trends report looks at how creators are using groundbreaking tools and technologies to take pop culture in an exciting new direction. Join Kevin Allocca, YouTube's Global Director of Culture & Trends, for a look at the video trends that signal bigger shifts for marketers.

Kevin Allocca
Global Director of Culture and Trends YouTube
Sebastian Ballroom (IN-PERSON ONLY)
2:00pm
- 2:15pm

2023 CLASS OF RISING MARKETING STARS

The ANA will present Rising Marketing Star Awards to four of the best and brightest young marketers from member companies. Nominated by senior executives in their organizations, these individuals, all 30 years old or younger, have shown competence, aptitude, leadership, and professionalism in the field of marketing.  

The ANA Educational Foundation Marketing and Advertising Education internship program (MADE) will also present a Future Rising Marketing Star Award to a college senior who exemplifies the creativity, critical thinking, and collaborative spirit that will define our next generation of diverse industry leaders. 

Hybrid – Gatlin C/D
2:15pm
- 2:50pm

ARE B2B AND B2C MARKETING AND BRAND EVOLUTION REALLY DIFFERENT?

B2B marketing and brand evolution have always been “different.” Or are they? The principles of marketing, technically, are no different for B2C and B2B customers. Tony Ezell, EVP, President, North America and Chief Marketing Officer at BD, a global medical technology company, will share why he believes B2B brands must continue to drive an integrated brand architecture strategy to drive growth. When he joined BD a few months prior to the start of the pandemic there were hundreds of brands with aligned marketing teams each executing independent brand strategies and campaigns, sometimes targeted toward the same end customers. Tony will share how during the pandemic, BD recognized the need to drive a more consistent brand purpose to drive growth and deliver value to customers. Like many companies, the pandemic accelerated the need to have clarity on architecture strategy as well as an execution plan to drive more efficient portfolio brand alignment, enabling better corporate brand value creation. 

Tony Ezell
Executive Vice President, North America and Chief Marketing Officer Becton, Dickinson and Company
Hybrid – Gatlin C/D
2:50pm
- 3:30pm

MOBILIZING PURPOSE-DRIVEN THINKING: GOOGLE PIXEL’S REAL TONE

Adrienne’s team leads Marketing for Google's devices and services, including Real Tone and Pixel. Real Tone is Google's years-long initiative to make their camera and image products work more equitably for people of color.  This session will cover how marketing and product can come together and leverage insights from users to make a transformative impact on the business and society. Hear about purpose-driven thinking and how CMOs and their teams can create a change for good, while driving purpose and growth.

Adrienne Hayes
Vice President, Marketing Global Devices and Services Google
Hybrid – Gatlin C/D
3:30pm
- 3:45pm
AFTERNOON NETWORKING COFFEE BREAK

Gatlin Foyer (IN-PERSON ONLY)
3:45pm
- 4:30pm

There will be four simultaneous sessions; pick the session that’s best for you. 

Seating is limited, first come, first served)

IN-PERSON ONLY

SESSION TBD (Presented by dentsu)

Vinny Rinaldi
Senior Director, Media The Hershey Company
Leah Meranus
CEO dentsu X North America
Gatlin A1 (IN-PERSON ONLY)

SESSION TBD (Presented by Amazon Ads)

Gatlin A2 (IN-PERSON ONLY)

SESSION TBD (Presented by MNTN)

Gatlin A3 (IN-PERSON ONLY)

SESSION TBD (Presented by AEF)

Gatlin A4 (IN-PERSON ONLY)
5:30pm
- 6:30pm
ANA CEO BUSINESS MEETING - for Client-Side Marketer Members Only

Make your voice heard! Come to this session to vote on board members for next year and other business matters. 
The ANA business meeting and 
reception is for ANA Client-Side Marketer Members only.

Butler/Butler Balcony (IN-PERSON ONLY)
6:00pm
- 7:30pm
RECEPTION  

Gatlin Terrace (IN-PERSON ONLY)
7:30pm
- 10:00pm
DINNER (Presented by Dotdash Meredith)

Sebastian Ballroom (IN-PERSON ONLY)
Thursday, October 26, 2023
6:30am
- 7:30pm
REGISTRATION OPEN

7:00am
- 8:00am
BREAKFAST (Presented by United States Postal Service)

Sebastian Ballroom (IN-PERSON ONLY)
7:30am
- 7:50am

BREAKFAST SESSION (Presented by United States Postal Service)

Steve Monteith
Chief Customer and Marketing Officer and Executive Vice President United States Postal Service
Sebastian Ballroom (IN-PERSON ONLY)
8:00am
- 8:05am
OPENING REMARKS

Hybrid – Gatlin C/D
8:06am
- 8:41am

PASSIONS UNLEASHED: EXPLORING NEW HORIZONS IN MARKETING

Universal passions like sports, music and food transcend boundaries of age, gender, race and culture – bringing people together through the things they love most. Discover how Mastercard Chief Marketing and Communications Officer Raja Rajamannar is spearheading a passion-driven approach that shatters conventional segmentation, fostering connections across diverse audiences. Mastercard has ventured deeper into novel passion territories such as esport, music and culinary. Ventures such as opening acclaimed restaurants have reshaped the dynamics between brand and consumer. Don’t miss the opportunity to immerse yourself in passion-driven marketing by joining this one-of-a-kind session!

Raja Rajamannar
Chief Marketing and Communications Officer Mastercard
Hybrid – Gatlin C/D
8:43am
- 9:18am

DEFINING A CHALLENGER BRAND: HOW TO CREATE CULTURAL CONNECTIONS TO REACH NEW AUDIENCES

A challenger brand is defined as a brand that lacks mass consumer awareness, industry recognition, or resources within their vertical so therefore uses social media, storytelling and grassroots efforts to connect with their audience in an authentic way and challenge the status quo. With the same-day delivery industry as competitive as it is, retail tech brands must remain relevant by tapping into their existing resources and inserting themselves into cultural conversations in an authentic way, thus driving awareness in a variety of consumer categories. Shipt’s CMO, Alia Kemet discusses her experience in punching above marketing budgets to break through in the cluttered same-day delivery industry. 

Alia Kemet
Chief Marketing Officer Shipt
Hybrid – Gatlin C/D
9:19am
- 9:54am

THE SECRET TO GROWTH: HOW THE CEO-CMO PARTNERSHIP CAN UNLOCK MARKETING’S FULL POTENTIAL

CEOs are actively searching for new ways to drive growth. The solutions is hiding in plain sight – the marketing function. In this main stage session, McKinsey & Company’s Ed See and Robert Tas will reveal new research on how to unlock the dynamic partnership between CEOs and their marketing leaders. They’ll also share how CEOs can fully structure, engage, and harness marketing to drive sustainable and inclusive growth. McKinsey will be joined by executive leaders to share the secrets to their success and how they’ve generated sustained outperformance through marketing. Additional speakers to be announced soon! 

Robert Tas
Partner McKinsey & Company
Ed See
Partner McKinsey & Company
Hybrid – Gatlin C/D
9:54am
- 10:19am

CROSSING THE CHASM: FROM LEADING CLIENTS TO BECOMING THE LEAD CLIENT

In a world of continual disruption, marketing must continually transform. Brad Audet, Mazda CMO, will share insights from his experience on the agency side that helped him succeed as a client.  From interrogating internal ways of working to redefining the role of agency partners, Brad has upturned conventional thinking to modernize marketing for Mazda. He will tell his story of how he crossed the chasm, one week before the pandemic,  became the CMO and led the brand to be just one of three auto companies to grow during the global crisis.

Brad Audet
Chief Marketing Officer Mazda North American Operations
Hybrid – Gatlin C/D
10:21am
- 10:41am
NETWORKING COFFEE BREAK

Gatlin Foyer (IN-PERSON ONLY)
10:43am
- 11:03am

2023 CLASS OF ANA GENIUS AWARD WINNERS

Who are the industry’s true data masters? We will present the winners of the ANA Genius Awards, presented by Neustar recognizing leading brand marketers for their outstanding achievements in data and analytics.

Brett House
Global Vice President, Marketing Solutions TransUnion
Hybrid – Gatlin C/D
11:05am
- 11:40am

INGENIOUS ACCOMPLICE: HOW 7-ELEVEN ACTIVATES AWESOME IN ITS CUSTOMERS & COMMUNITIES

The core of every brand is the ‘why’ that drives the business forward. 7-Eleven’s founder, Joe C. Thompson Jr., said it best: “Give the customers what they want, when and where they want it.” Not only does 7-Eleven provide the essentials, but they also serve as their customers’ “ingenious accomplice” – their trusty companion they can count on to take on the unpredictability of life. Join Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing & Sustainability Officer for a presentation  about how brands can make a positive change in the daily lives of their customers and communities while also delivering business growth. Get an inside look at how the brand purpose of the world’s largest convenience store informs how they drive business results and build brand equity.

Marissa Jarratt
Executive Vice President, Chief Marketing and Sustainability Officer 7-Eleven, Inc.
Hybrid – Gatlin C/D
11:42am
- 12:17pm

DIVISION IS SUBTRACTION: CONVENING A TIPPING POINT OF CHANGE

You know Land O’Lakes is an iconic butter brand, what you probably don’t know is that we’re a $19 billion farmer- and ag retailer-owned cooperative. As an agribusiness and food company, we have visibility to the entire food value chain and touch 50% of U.S. harvested acres. We are rooted in rural communities across the country. The health and vibrancy of rural communities where we live, work, and operate is vital to our shared success. However, in a culture obsessed with division, rural America is too often seen as a losing half. When we treat urban and rural as rivals, everyone loses. We lose sight of the shared destiny between rural and urban America. When we reframe our perspective, we see that we’re all part of promising solutions that put us at the heart of creating a better world. Hear Heather Malenshek, SVP & CMO at Land O’Lakes, share how healthy rural communities promote sustainable growth and enable positive societal impact.

Heather Malenshek
SVP, Chief Marketing Officer Land O' Lakes, Inc.
Hybrid – Gatlin C/D
12:20pm
- 2:00pm
LUNCH (Presented by Meta)

Sebastian Ballroom (IN-PERSON ONLY)
1:10pm
- 1:30pm

LUNCH SESSION: AI 2.0: THE ERA OF PERFORMANCE AND POSSIBILITY

For most of Meta’s history, AI has been core to our company’s development and the advancements we’ve made that are powering innovation, cutting-edge research and new tools for creativity and connection. And we’re excited for our continued progress in AI in the near future. Join Maggie Burke, Director of Global Councils & Industry Initiatives at Meta as she provides an overview of the investments we’re making in AI and our commitment to responsible innovation. Attendees will come away with an understanding of immediate marketing applications and inspiring opportunities for the future.

Maggie Burke
Global Director of Client Councils and Industry Initiatives Meta
Sebastian Ballroom (IN-PERSON ONLY)
2:02pm
- 2:37pm

BREATHING NEW LIFE INTO AN ICONIC BRAND FROM THE INSIDE OUT

CRAFTSMAN®, the iconic American brand of high-performance tools, storage and outdoor equipment, has been beloved for more than 95 years. After being acquired by Stanley Black & Decker in 2017, the brand went through a major revitalization. Hear from CMO Tabata Gomez on how she is leading efforts to transform the brand by connecting its beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today.

Tabata L. Gomez
Chief Marketing Officer, Tools and Outdoor Stanley Black & Decker
Hybrid – Gatlin C/D
2:39pm
- 3:14pm

MERGING PURPOSE-DRIVEN MARKETING WITH GEN Z DNA

Gen Z, renowned as the most eclectic generation, resonates profoundly with marketing and communications that are aligned with their purpose. This demands a fusion of integrated marketing communications strategies with Gen Z’s digital habits, environmental consciousness, unique cultural affiliations and preferences. Lenovo’s efforts, which include a Product Diversity Office and campaigns such as Work for Humankind, demonstrate our pledge to sustainability and inclusion—critical aspects of the Gen Z ethos. We look into how impact is measured and the path forward.

Emily Ketchen
VP and CMO of Intelligent Devices Group and International Markets Lenovo
Hybrid – Gatlin C/D
3:15pm
- 3:30pm
AFTERNOON NETWORKING COFFEE BREAK

Gatlin Foyer (IN-PERSON ONLY)
3:30pm
- 5:00pm

WELCOME TO ANA’S SECOND STAGE

There will be eight sessions, each covering a different focus area of the ANA Growth Agenda – including talent, DEI, sustainability, and supply chain transparency. 

IN-PERSON ONLY
3:30pm
- 4:05pm

There will be four simultaneous sessions; pick the session that’s best for you.

(Seating is limited, first come, first served)

IN-PERSON ONLY

GENERATIVE AI AND ITS IMPACT ON CREATIVE & CONTENT

From concept and copy to images, video storytelling, and chatbots, the impact of Generative AI tools and tactics in creative and creative development is already being felt across the campaign and brand content studio landscape and the rate of adoption is quickly increasing. We will examine the now, near, and next applications that are already being deployed as well as pragmatic approaches to evaluate, source, and safely begin to drive acceleration in creative through generative AI applications.

Alan Schulman
Co-Founder & Chief Experience Officer UpperRight
Gatlin A1 (IN-PERSON ONLY)

OPTIMIZING PROGRAMMATIC INVESTMENT

The second phase (and final results) of the ANA Programmatic Media Supply Chain Transparency Study will be released in October shortly before the conference. That report is expected to cover topics such as the relationship between cost and quality, the importance of having direct data access contracts with supply chain partners, deeper perspective on Made for Advertising websites, and the sustainability impact of programmatic media purchases.  As we follow up with the complete report, we are confident that there will be opportunities to drive a total of at least $20 billion in efficiency gains for open web programmatic advertising.

Lou Paskalis
Chief Strategy Officer TAG/TrustNet
Tom Triscari
Programmatic Economist Lemonade Projects
Moderator: Bill Duggan
Group EVP ANA
Gatlin A2 (IN-PERSON ONLY)

TALENT DRIVES GROWTH: DEVELOPING ESSENTIAL COMPETENCIES FOR MODERN MARKETING TALENT

As organizations look to build critical marketing excellence that drives sustainable and profitable growth, the ANA and the ANA Global CMO Growth Council have developed a first-of-its-kind talent resource, the 2023 Marketing Capabilities Framework, that provides marketing leaders with an industry-wide playbook to elevate modern marketing talent, ultimately driving growth for their organizations and our industry.  A new dynamic has emerged between talent and employers that has resulted in a shift away from "talent management" toward "talent empowerment." And, today, marketing capabilities — as a focus of business investment — are seeing exponential growth. This session will cover how marketers of all levels and skillsets can utilize the framework for themselves and their teams with real-live case examples of high growth brands who have integrated this framework within their marketing organizations to transform their marketing competencies. 

Gatlin A3 (IN-PERSON ONLY)

SEEHER: INCLUSION AND THE FUTURE OF THE CREATOR ECONOMY

As we look to the future, how do we ensure inclusive growth within the creator economy? Marketers have been increasingly tapping into creators for their influence and to increase engagement with their followers, particularly Gen Z.  SeeHer, the global gender equality movement, is committed to increasing the representation and portrayal of women and girls in all media. Hear best practices and use cases for leveraging creator-led content to drive sales while building loyal communities. 

Gatlin A4 (IN-PERSON ONLY)
4:15pm
- 4:50pm

There will be four simultaneous sessions; pick the session that’s best for you.

IN-PERSON ONLY

MARTECH FOR MARKETERS – PARTNERING TO WIN

Marketing Technology powers the systems that enable great marketing, and with 11,000+ technology solutions, the revolutionary introduction of Gen AI, and a complex and evolving privacy landscape, securing the right partnerships can be difficult. ANA has created a suite of legal documents to assist you in the martech procurement process. Learn how these tools can help you secure substantially better value out of your martech investment, drive growth, eliminate waste, and establish healthy and valuable partnerships.  

AJ Zottola
Partner Venable LLP
John Hardy
SVP, Martech ANA
Gatlin A1 (IN-PERSON ONLY)

THE BUSINESS IMPERATIVE OF SUSTAINABILITY

In the face of polarized public opinion, increased scrutiny on compliance, and economic uncertainty, many brands are reconsidering or avoiding investment in sustainability as a core growth strategy. Yet those that are increasing the positive social and environmental impact of their products and services are seeing greater business returns. For others, sustainability remains a largely untapped growth opportunity, both in terms of creating superior products through sustainable innovation and differentiation from competitors. This session will reveal actionable strategies and tactics for brands looking to transition their sustainability work from a regulatory obligation into a growth opportunity, including case studies from leading brands.

Simon Mainwaring
CEO WeFirst Branding
Gatlin A2 (IN-PERSON ONLY)

RESEARCH AND GUIDELINES TO HELP MARKETERS NAVIGATE TODAY’S UNPRECEDENTED CONSUMER PRESSURES

According to a CIA/CIIM survey, most consumers are motivated to support brands that treat all employees and consumers equally regardless of gender, race/ethnicity, abilities, or sexual orientation. Consumers also feel comfortable seeing these segments in advertising and merchandising. Yet a small but forceful set of influencers has put unprecedented pressure on brands to eliminate the inclusion of certain groups in ads and curtail DEIB efforts. As a result, CMOs and brand leaders are looking for guidance navigating these new waters without becoming the next corporate target. During this session, AIMM will release a study that shows consumers' perceptions around DEIB efforts in corporations, in marketing and communications to inform corporations on their strategies and risks. Step-by-step guidelines will be shared on moving inclusivity efforts forward, while minimizing backlash risk and leveraging brand loyalty from consumers who look to support companies that share their views and values.

Gilbert Dávila
Co-Founder, ANA’s Alliance for Inclusive and Multicultural Marketing Co-CEO, DMI-Consulting
Lisette Arsuaga
Co-CEO, DMI Consulting Co-Founder, ANA’s Alliance for Inclusive and Multicultural Marketing
Gatlin A3 (IN-PERSON ONLY)

GOLD STANDARDS IN CREATIVE EFFECTIVENESS FROM WARC, CANNES LIONS AND ANA

Creativity is fundamental to best-in-class marketing.  Yet an often-overlooked area of effective creative is culture.  Creative effectiveness is a team sport and the glue that ties a team together is culture.  Specifically, when brands and agencies share a common culture, mindset, and goals it can be a powerful force multiplier of high quality, impactful creative work. Drawing on insights from a recent WARC/Cannes Lions/ANA study on the Culture of Creative Effectiveness as well as common traits of the top winners at this year’s Cannes Lions Festival of Creativity, this session will provide insights on how to anchor a culture of creative effectiveness within an organization and with its agency partners. 

Gatlin A4 (IN-PERSON ONLY)
6:30pm
- 7:30pm
RECEPTION  

Gatlin Terrace (IN-PERSON ONLY)
7:30pm
- 9:30pm
DINNER (Presented by Audacy)

AUDACY CELEBRATES THE ART OF SHARPENING YOUR MIND THROUGH PUZZLES AND CRYPTOLOGY

Audacy celebrates the art of sharpening your mind through puzzles and cryptology. Join us as we welcome celebrity mentalist and magician DAVID KWONG to the big stage at the 2023 ANA Masters of Marketing Conference. Fresh off of sold-out runs in NYC and LA for his hit show The Enigmatist, David will captivate and astonish with mind-bending puzzles that will make you rethink the way you think. Through stories and the power of group thinking, David approaches solving problems together, underscoring the power of real human connection.

Brian Benedik
Chief Revenue Officer Audacy
Paul Suchman
Chief Marketing Officer Audacy
David Kwong
Magician, Puzzler, Producer
Sebastian Ballroom (IN-PERSON ONLY)
Friday, October 27, 2023
7:00am
- 11:30am
REGISTRATION OPEN

7:30am
- 8:30am
BREAKFAST (Presented by Havas)

Gatlin C/D (IN-PERSON ONLY)
7:30am
- 8:00am

BREAKFAST SESSION: ON CREATING AN AMAZING CLIENT-AGENCY PARTNERSHIP: THE POWER OF SHARED PHILOSOPHIES

In this dynamic session, delve into the secrets of building extraordinary client-agency partnerships that fuel success and innovation. Discover how aligning shared philosophies can transform your working relationship from transactional to transformational.   
  
Donna Murphy, Global CEO of Havas Health & You and Havas Creative Network and Devika Mathrani, CMO of NewYork-Presbyterian, will share their strategies for nurturing mutual trust, effective communication, and a shared vision that has not only amplified the agency's impact but also left the brand raving about their exceptional experience. They’ll also dig deeper into the award-winning “Stay Amazing” platform launched for NewYork-Presbyterian just over two years ago.   
  
Join us as we explore the transformative power of shared philosophies and unlock what it takes to reach the full potential of client-agency collaborations.  

Donna Murphy
Global CEO Havas Creative & Havas Health & You
Devika Mathrani
CMO NewYork-Presbyterian
Gatlin C/D (HYBRID)
8:30am
- 8:40am
OPENING REMARKS

Hybrid – Gatlin C/D
8:40am
- 9:15am

WHAT HAPPENS WHEN A BANK STARTS WITH CARE, AND ENDS UP DRIVING POSITIVE OUTCOMES?

In our age of abundance, meaning is the key driver of distinctive value. CMOs must nurture this meaning, shaping their company's brand based on an authentic shared purpose.
 
One bank successfully activating purpose as the core of its business is Truist, which launched as a purpose-driven brand to inspire and build better lives and communities. The organization’s Care platform showcases its commitment to redefining banking by actively caring for clients, teammates, and communities – resulting in transformational growth in brand awareness and consideration.
 
Vinoo Vijay, CMO of Truist, will discuss Truist's journey and ambition to become the most purposeful brand in banking. He will share insights from 30 years of brand building, including the creation of the Ally brand and TD Bank's human bank position. 

Vinoo Vijay
EVP & Chief Marketing Officer Truist
Hybrid – Gatlin C/D
9:15am
- 9:50am

SESSION TBD

Jocelyn Johnson
CMO Girl Scouts of the USA
Hybrid – Gatlin C/D
9:50am
- 10:25am

CULERS, RONDO AND MASIA: THE STORY OF SPORT AND VALUE AT FC BARCELONA

FC Barcelona is a well-known football club. It is supported by fans around the world. Wherever you travel, east, west, north or south, there are children and their parents wearing our blaugrauna home jersey. Its ubiquitous. While most folks will focus on the success of our most recent stars or our latest victories, today we would like to dig a bit deeper and share with you the story of how our story of sport is unique and carries us to places that sport has not usually gone. During our keynote, we intend to share with you what it means when we say that FC Barcelona is more than a club.

Bryan Bachner
Managing Director APAC & the Americas FC Barcelona
Hybrid – Gatlin C/D
10:25am
- 11:00am

FROM RECLINING TO RECLAIMING: LA-Z-BOY’S EFFORTS TO REPOSITION THE BRAND FOR THE NORTH AMERICAN MARKET

La-Z-Boy is known the world over for inventing the recliner more than 95 years ago. But the last two years have been about discovery for the iconic brand — understanding what the brand stands for, exploring the consumer landscape and evaluating a go-to-market strategy. As a result, 2023 is all about repositioning La-Z-Boy from a sleepy brand steeped in nostalgia to an active, dynamic and distinctive brand for modern audiences. Hear from CMO Christy Hoskins about efforts to transform the beloved brand with creative and innovative brand activation strategies that are driving growth while helping it to reclaim “lazy.”

Christy Hoskins
Vice President, Chief Marketing Officer La-Z-Boy Corporate
Hybrid – Gatlin C/D
11:00am
- 11:40am

HOW PLANET FITNESS HAS FUELED CONTINUED GROWTH, LOYALTY AND MOMENTUM IN THE TOUGHEST OF TIMES

In a highly competitive category, Planet Fitness not only survived the pandemic but continues to thrive. Hear from Jamie Medeiros, Chief Brand Officer of Planet Fitness, on the brand strategy and marketing that has led to the company’s remarkable growth, surpassing 18 million members in 2023.

From national marketing campaigns, including ‘Lift Things’ and ‘No Gymtimidation’ to headline-making marketing sponsorships and programs aimed at teens and their mental wellness, Jamie will share her strategies for long-term loyalty and growth. Jamie will be joined by Katy Hornaday, Chief Creative Officer at Barkley, Planet Fitness’ marketing partner, who will share how creative efforts came to life.

Jamie Medeiros
Chief Brand Officer Planet Fitness
Katy Hornaday
Chief Creative Officer Barkley
Hybrid – Gatlin C/D
11:40am
- 11:45am
CLOSING REMARKS

Hybrid – Gatlin C/D

Register Now

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Thank you for registering for the 2023 ANA Masters of Marketing!
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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Rising Marketing Stars  |  Member Video  |  Pricing  |  Register

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Rising Marketing Stars  |  Member Video  |  Pricing  |  Registration