WELCOME REMARKS

Paul Robinson

Director, Brand Activation ANA

OPENING REMARKS

Mike Kaufman

Senior Vice President, Brand Activation ANA

DRIVING GROWTH THROUGH REINVENTING BEAUTY EXPERIENCES, CONTENT & COMMERCE TRANSFORMATION

L’Oreal, the world’s biggest beauty company globally, has accelerated digital transformation, even more so during the pandemic. With its e-commerce business growing to more than 25 percent of its business this year, they have been able to reinvent through relevant shopping experience, enriching e-commerce with more services, content, and entertainment. Hear Lubomira Rochet, Global Chief Digital Officer, share how L’Oreal is growing its online business, by putting digital first.

Lubomira Rochet

Global Chief Digital Officer L' Oreal

HOW KROGER'S NEW BRAND BUILT EMPATHY AND CUSTOMER CONNECTION WHEN IT MATTERED MOST

Kroger launched its new brand campaign “Fresh for Everyone,” in November of 2019, sharing our passion to make fresh food accessible, affordable and easy for all. At that time, the grocery category was as “sea of sameness” and Kroger knew that we needed to communicate in a unique and relevant way for our message to cut through the clutter and resonate with consumers. We did this by focusing our messaging on the things we know matter most to our customers — most importantly, fresh food — and creating a whole new animated world to tell our story. Kroger also created a universe of animated characters called Krojis (Kroger and emoji) to represent their customers and associates.

When the pandemic hit a few months later, customer empathy became more important than ever and fresh food was even more critical as customers were eating and cooking at home more than before. The new brand approach allowed Kroger to relate with shoppers throughout the extraordinary events of 2020, including adjusting our messaging and approaches to deliver on their needs within an evolving cultural context. Activations spanned channels and messages including critical e-commerce modalities, value messaging, a Chefbot to help customers tackle cooking at home, and a little bit of hip-hop.

Mandy Rassi

VP of Marketing The Kroger Company

HOW FERRARA IS SHARING DELIGHT THROUGH CONTENT & EXPERIENTIAL ACTIVATIONS

Ferrara is relentlessly focused on how best to connect with consumers – and meet them where they are with relevant content and experiential activations.  Ferrara’s growth algorithm, focused on the pillars of “Velocity, Distribution & Innovation” leads to in-market advantage.  With this relentless focus on the consumer with context – Ferrara’s brands are punching above their weight. Hear Greg Guidotti, General Manager of Ferrara’s Sugar Portfolio, and key members of his Marketing team, share key learnings around the launch of Nerds Gummy Clusters and how the Trolli brand has connected with the Gen Z gamer audience to drive category-leading success.

Greg Guidotti

General Manager, Sugar Portfolio Ferrara Candy Company

HOW BUD LIGHT HACKED THE HACKING OF THE CONSOLE WARS

Bud Light has been working its way into the hearts and minds of gamers for the past 5 years. Knowing the release of the Xbox Series X and the PS5 was going to skyrocket conversation around next gen consoles and gaming, Bud Light saw an opportunity to validate the self-proclaimed designation of ‘The Official Beer of Gaming’ once and for all. Engine Shop and Bud Light decided to hack the console wars and create The Coolest Console Ever – an ambitious endeavor that let to over 200M earned media impressions and Bud Light creating the first-ever gaming console that also cools beers! You’ll hear and see how it all came together during this session which will also feature a live demo of Bud Light’s BL6.

Joe Barnes

Director, Bud Light Sports Marketing Anheuser-Busch InBev

CPG GOES DTC: LEARNING THE NEW BRAND/PERFORMANCE TANGO

Clorox has been on forefront of transforming the customer journey and maximizing the consumer experience.  Clorox knew that as a leader in the CPG space, it was in a unique position to capture the opportunity in Direct-to-Consumer (DTC) Commerce Marketing by building agile teams that would allow it to increase their speed to market. To accomplish this, Vivian Chang will share how their brands leveraged audience personas with targeted storytelling, direct response and the traditional CPG infrastructure investment to prove that Marketing = Science + Art.

Vivian will provide key takeaways to the audience by exploring how the interplay of national ad spend, shopper marketing and DTC advertising can both build the brand and drive measurable performance by leveraging tests that spans product merchandising, channels, and site experience.

Vivian Chang

Vice President, Growth Clorox DTC

CREATING BUSINESS & SOCIAL IMPACT DURING A PANDEMIC

We all know that 2020 was a year like no other. As a driver of the national - and global - economy, we quickly recognized that our ability to respond and pivot could have a far-reaching impact on economic recovery. As a brand that has been purpose-driven since its inception, Visa believes now more than ever that economies that include everyone everywhere, uplift everyone everywhere. For Visa, this means 'inclusion' must sit at the center of everything to do. We do this by asking ourselves: "how can we leverage the Visa Brand to best support consumers, clients and local communities?" We do this by reimagining every touchpoint with our customers - including sponsorship, events and social media engagement. And, we do this by creating tailored-to-the-moment customer experiences in support of the recovery, especially in underserved segments of our communities. Mary Ann Reilly, SVP and Head of North America Marketing at Visa, will share how the organization has used the power of its Brand and its Commerce network to create impact – today and for the future.

Mary Ann Reilly

SVP and Head of North America Marketing Visa

QR CODES AND MOM JEANS: ONCE A BAD JOKE, NOW THE HOT TREND

They’re baaack. QR codes have re-emerged and this time around, they’re no laughing matter. Today’s marketing leaders have re-invented QR codes amid a global pandemic and are delivering a better customer experience. Hear how leaders in the alcohol and beverage and financial services categories are levering QR code technology to bridge the gap between offline and online customer experiences.

Sarah Cucchiara

SVP Channel Marketing Strategy BrandMuscle

BREAKING THROUGH IN AN INDUSTRY WHERE THE COMPETITORS HAVE A 75-YEAR HEAD START

Insurance company commercials are so ubiquitous, they’ve entered pop culture. You can’t watch live tv (it’s still a thing) without seeing one. The top brands in this space spend billions of dollars each year on advertising and have massive brand awareness to show for it. So why enter this competitive space when they’ve got the market cornered? Because after more than 75 years, Root believes there’s plenty of room to improve the auto insurance industry, and build a fresh brand in the process.

Kelly will walk through Root’s four-staged marketing approach of bold content, mobile-first ad strategies, mapping back to a product experience unlike any other, and taking big swings to change industry legislation through grassroots tactics. She’ll showcase this approach, including the Bubba Wallace commercial that aired two weeks before the election.

Kelly Ruoff

Chief Brand Officer Root Inc.

OPENING REMARKS

Paul Robinson

Director, Brand Activation ANA

LEVERAGING CONTENT AND COMMERCE TO BUILD NEW BEHAVIORS

Feather is a Series B venture backed consumer-tech company that is redefining furniture rental for the modern millennials. Learn from Feather about how they identified the barriers and launched a series of experiments across marketing, physical product, and digital product to address consumer barriers and drive new behaviors. 

Jinal Shah

Vice President, Marketing & Growth Feather

ACTIONABLE CONTENT AND THE COLLAPSE OF THE PURCHASE FUNNEL

As the consumer purchase journey becomes increasingly digitized, the traditional purchase funnel, once linear and consisting of multiple steps, is now much more compressed and more complex. Marketers today are challenged to identify consumer commerce opportunities at every point along the purchase continuum, collapsing the steps between inspiration and action. Working with Meredith, Walmart built engaging, content-rich experiences that were integrated with their retail API to help consumers save time by pulling the shopping experience forward and thus streamlining the path between impulse and enjoyment.

Sarah Henry

Senior Director, Head of Content, Influencer Marketing Walmart

THE NEW SPORTS SPONSORSHIP LANDSCAPE

Connecting with its fans and creating experiences with their sponsor partners has always been the calling card of the NBA.  Even in unprecedented times, the NBA has driven their engagement and continues to be a shining beacon of connection though its content.  Pivoting their sports and media sponsorship model allowed the league and its partners to recreate their sponsorship profile by producing virtual content collaborations. Hear Julie Morris, SVP, Global Media as she share learnings, in a conversation with Bruce Kalfus of ESPN, from activations such as 2K Gaming Tournaments and HORSE, the Virtual Fan Experience from the NBA Bubble (with Michelob Ultra) and addressing social change with Black History Month Spotlights and HBCUs at the NBA All-Star game.

Julie Morris

Senior Vice President of Media Partnerships and Business Development NBA

During this 15-minute session, attendees will be able to take part in multiple automatically generated 1-1 meetings designed to accelerate business contacts and promote networking. Attendees will have the opportunity to meet, talk, and engage for 3 minutes with each person for a total of 5 separate meetings.

GET MORE OUT OF YOUR PARTNERSHIPS- ADAPT TO CHANGE, LEVERAGE DATA, DELIVER YOUR STORY

The last twelve months represented a tectonic shift in the market landscape.  The fundamental customer journey changed, often dramatically.  The need to adapt forced organizational objectives and related strategies to be reframed, cascaded to a realignment of expectations from partners in the marketing mix.  For many, data needed to be more actionable, to better tell the investment story and support agile and intelligent decision making.  In this session, KORE will share what we have seen across the global brand partnership landscape including industry data on how leaders in the industry are getting smarter about their investments and supporting strategic shifts across their business.

Jason Fletcher

CEO KORE Software

BUILDING AND ENGAGING COMMUNITIES IN A VIRTUAL WORLD

Live events have been a part of the Poshmark Community Building Playbook DNA since it launched nearly 10 years ago. With the onset of COVID-19, the company had to conceptualize how it would continue engaging its passionate community of sellers in a virtual world. Find out how Poshmark faced this challenge and developed a hybrid solution to continue building its community, and in the process, discover a new lever to extend its brand. 

Steven Tristan Young

CMO Poshmark

ACCELERATING THE GOOD: HOW KIA MOTORS AMPLIFIES PURPOSE AND DRIVES IMPACT

Join Kia Motors VP of Marketing Russell Wager and David&Goliath founder and creative chairman David Angelo as they take you on a journey that illustrates the power of purpose and compelling, authentic storytelling. Capitalizing on the audience of one of America’s biggest stages — the Super Bowl — Kia transformed the platform from an awareness and entertainment-focused communications tool into the launchpad for the brand’s “Accelerate The Good” corporate social responsibility initiatives to aid the youth of America. Accelerate The Good started in 2019, with the announcement of The Great Unknowns Scholarship, which was available to high school students looking to further their education. In 2020, the program continued with campaigns designed to aid in the fight against youth homelessness and quickly pivoted into providing support for frontline workers during the pandemic. This approach has led to some of the most inspirational and groundbreaking campaigns and marketing initiatives that not only won the hearts and minds of consumers, but also drove significant, tangible impact for the Kia brand nationwide.

Russell Wager

VP of Marketing Kia Motors

THE PURPOSE LEVEL UP: HOW BRANDS WIN WITH GEN Z

Comprising 40 percent of global consumers with an estimated spending power of $150 billion in the U.S. alone, gen Z is an audience that cannot be overlooked. The generation coming of age today has arguably been hit the hardest by the pandemic. From job loss to stress and other mental health issues, this past year has been a heavy burden on a generation already experiencing climate crisis, social inequality, school shootings, and so much more. Young people continue to lead the way in demanding a better world and working to make it happen. Consequently, the stakes for brands and organizations to get it right are higher than ever.

In this session, join DoSomething.org’s Mary Noel as she breaks down what you need to know about gen Z (with a focus on ages 13-24). How do they expect brands to communicate? How should brands activate to engage this audience? As the largest organization for young people and social change, DoSomething leverages the power of over 25 years and has built a deep understanding of young people. Their proprietary behavioral database of over 5M members help bold brands and organizations live their purpose. Mary will dive into critical lessons from the pandemic, as well as new research that drives key takeaways your brand can put into action today.

Mary Noel

Director of Business Development DoSomething Strategic/DoSomething.org