OPENING REMARKS AND HOUSEKEEPING

Mike Kaufman

Senior Vice President, Brand & Media ANA

THE POWER OF CULTURAL RELEVANCE: REFRESHING YOUR BRAND THROUGH BOLD CREATIVITY

As traditional category lines continue to blur, legacy beverage brands find themselves at challenging crossroads. As a 75-year-old legacy brand, Tropicana is meeting the moment and staying true to tradition while also reaching new, younger consumers by uniquely tapping into cultural moments. Anup Shah, CMO at Tropicana Brands Group (TBG), will discuss how the brand continues to successfully evolve and the entrepreneurial mindset that empowers his team to modernize Tropicana – and the broader TBG portfolio – with agility. 

Anup Shah

Chief Marketing Officer Tropicana Brands Group

SESSION 2

Ian Fitzpatrick

Global Head of Brand Marketing New Balance

HOW GRUBHUB AND KNOWN INVENTED A NEW LEXICON OF EMOTIONS TO CREATE CROSS-CULTURAL BRAND APPEAL

The social conversation around food delivery is littered with "hangry" posts complaining about delayed food orders. But Grubhub's differentiated on-time guarantee makes hanger a thing of the past. So Grubhub and Known asked themselves to name the opposite of hanger–the feeling when the food you've been craving hits your lips. After consumer research to identify a winning lexicon of emotions, Grubhub and Known introduced the world to new feelings like "Chewphoria," "Meatitation," and "Ensushiastic” through a range of channels that would get both channel surfers and commuters excited.

In this session, join Grubhub’s Head of Brand and Creative, Ben Whitla, for a thought-provoking conversation with Mark Feldstein, President and Partner of Known Studios, to discuss how brands are creating effective moments in and out of the home, what you need to create brand appeal cross-culture and cross-channel, and how to create a whole new language around eating.

Ben Whitla

Head of Brand & Creative Grub Hub

IN-HOUSE CREATIVE DEPARTMENTS AND AGENCY COLLABORATION. CHEERS TO THAT!

As the number of in-house creative agencies rises, so does agency-client collaboration. Here, leaders from E. & J. Gallo Winery and its commerce agency Blue Chip will explore the power and opportunity fostered by their emerging creative partnership. Through their collaborative and honest approach, Gallo and Blue Chip have identified each other’s strengths, leading to effective campaign work, learning opportunities and resource sharing.

Key presentation takeaways include role clarity, best practices and examples of campaign work.

Bruce DeFrees

Executive Creative Director E. & J. Gallo Winery

SESSION 5

Ryan Anderson

Executive Director, Consumer Marketing Quest Diagnostics

THE POWER OF PURPOSE: ACTIVATING CREATIVE NON-PROFIT X BRAND PARTNERSHIPS

Although social responsibility is not new, today’s consumers have higher expectations than ever before. A recent study published in the Harvard Business Review found that 70% of consumers say that it’s either “somewhat” or “very important” for companies to make the world a better place.

In this presentation, Jennifer Kendra, Senior Managing Director Corporate Partnerships at Save the Children, and Jeff Snyder, Chief Inspiration Officer at Inspira Marketing, present Save the Children’s third annual cross-country summer reading tour. They will discuss how the Summer Reading Program has creatively evolved over the three years and how brands are inventively (and authentically) integrated into the activation.

Attendees will leave this session understanding what makes a successful partnership between a brand and a non-profit, learn best-practices and common pitfalls, and consumer expectations around cause marketing activations.

Jennifer Kendra

Sr. Managing Director, Corporate Partnerships Save the Children

SESSION 7

Speaker TBA

SESSION 8

Ryan Moreland

Chief Partnership Officer Washington Commanders

SESSION 9

Speaker TBD

HOUSEKEEPING

Mike Kaufman

Senior Vice President, Brand & Media ANA

SESSION 1

Drayton Martin

Vice President, Brand Building Panera Bread

SESSION 2

Cliff Rigano

Creative Director, Culture, Content & Experiential Marketing Jagermeister

WIN THE FAN

Sports fans are being bombarded by content and to stand out brands need to do more as they fight for that valuable attention. Hear how the ESPN Creative Studio team utilizes contextually relevant content, emotional disruption, and cultural currency to win the fan (and their attention) during some of the biggest sports moments and events of the year.

Jay Marrotte

VP, Head of Creative Development & Ad Integration / ESPN Creative Studio ESPN

SESSION 4

Speaker TBA

SESSION 5

Marissa Hunter

SVP, Head of Marketing Stellantis

HOW CHARLES SCHWAB REVS UP BRAND VALUE BY COMBINING MUSCLE CARS AND PROFESSIONAL GOLF

Golf fans love muscle cars, and combining the two can have a big impact. That was just one of the hypotheses Charles Schwab tested when it took over the title sponsorship of the Charles Schwab Challenge in Fort Worth, TX. Come hear how Schwab blends data and creativity to reinvent what it means to sponsor golf and attract fans to the tournament (and to the brand).

Mason Reed

SVP, Managing Director, Retail Acquisition & Corporate Marketing Charles Schwab

SESSION 7

Speaker TBA

PUSHING THE BOUNDARIES: HOW THE WILDEST IDEAS MAKE THE BEST CAMPAIGNS

As the market has become saturated with advertisements for consumers, leaning into pop culture has proved to be the key to standing apart, especially since 38% of people consider brand involvement in pop culture either important or very important. Still, many brands opt to stay on the conservative side and avoid taking big (albeit culturally relevant) risks. When The Narrative Group took a seemingly “boring” product like yogurt and made it bold by championing the sometimes controversial cannabis “holiday” with Harmless Harvest’s “Harmless Hits Different” Pack a Bowl campaign for 4/20, they were met with record-breaking engagement and sales. Alexandra O’Brien, Marketing Director at Harmless Harvest and Rebecca Coleman, President of the Narrative Group will share why bold and sometimes “risky” ideas make pushing the boundaries worth it - resulting in the most successful and memorable campaigns.

Alexandra O’Brien

Director of Marketing Harmless Harvest

SESSION 9

SFX Media Speaker TBA