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Conference Agenda

Confirmed Sessions

ACTIVATE BRAND PURPOSE
There's been an explosion of interest in purpose-driven marketing, but in StrawberryFrog's work with CMOs and brand leaders at organizations from P&G to Walmart, they've found that activating purpose is the greatest challenge at hand. But what if there was a framework that made it easier for purpose initiatives to endure?

Scott Goodson and Chip Walker’s new book, Activate Brand Purpose, describes how numerous brands have activated company purpose to drive growth and transformation through "Movement Thinking," which uses the principles of societal movements to design mobilization programs that pour new fuel and focus into those core areas where the business really needs success. This session will provide a platform for culture carriers at all levels in the company to learn how to better activate purpose and show how it drives performance.

Scott Goodson
Founder, CEO
StrawberryFrog

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BRAND RELEVANCY IN THE AGE OF DIGITAL REINVENTION
How do you keep a 110 year old company relevant? IBM and IBMers have been making the world work better for over a hundred years, but there is always an opportunity to be clearer about what you do, how you do it, who you do it for, and why — even for strong brands. As SVP & CMO, Carla Piñeyro Sublett will discuss how IBM is re-inventing B2B Marketing and re-introducing IBM to the world as the technology leader for both business and society.

Carla Piñeyro Sublett
SVP and CMO
IBM

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HOW MEDIA GIANT GANNETT IS PRIORITIZING EVOLVING ITS BRAND WHILE STAYING TRUE TO ITS HERITAGE
Publishing veteran Gannett recognizes this critical time for the media industry, as they innovate to stay relevant and evolve both their business and brand. Through this evolution, Gannett is prioritizing digital and emerging platforms to bolster communities through its own strategic, active events, and high-quality journalism.

In this session, Gannett Chief Marketing and Strategy Officer Mayur Gupta (formerly of Spotify and Freshly) will discuss how he is leading the brand through a transformation to become tech-evolved and customer-obsessed, and the learnings he’s found along the way. While this itself is a challenge, Gupta and his team are equally focused on ensuring Gannett continues to stand for its longtime purpose of empowering communities on the national and local level to thrive.

Mayur Gupta
Chief Marketing and Strategy Officer
Gannett | USA TODAY Network

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PRESSED OMNI-CHANNEL BRAND REFRESH
Pressed is on a mission to be your partner for good, good nutrition that fuels your best, most vibrant life. Through a brand refresh earlier this year, the brand, now known simply as Pressed, is blazing a new path with an invigorated focus on plant-based products, customer experience and community connections. Join Michelle Peterson, Pressed CMO, to hear the story of how the entire company in the middle of the pandemic came together in record time to launch an expanded product offering, evolved brand look and feel, updated in-store aesthetics, community support plan and increased membership rewards to reflect the brand’s desire to pave the way for plant-forward living. Because a brand refresh shouldn’t be just a new design, but a new experience that is felt and a larger society impact that is seen.

Michelle Peterson
CMO
Pressed

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REINVENTING A BRAND TO BE DRIVEN BY PURPOSE
With the pet food industry lagging most other industries in sustainability, Canidae, who had been investing in a more sustainable pet food, saw an opportunity to share their sustainability mission and journey with consumers. Utilizing brand segmentation and insights, Canidae reimagined their brand strategy and mission — which is to create a more sustainable world of goodness for pets, people, and the planet — and embedded it into their branding, allowing them to authentically bring their sustainability journey to life in everything they do. In this session, Canidae’s chief marketing officer, Dana Paris, will share how the company is bringing its new brand purpose and mission to life in all consumer and company touchpoints.

Dana Paris
CMO
Canidae Pet Food

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WE ARE ALL CAESARS!
The lack of an apostrophe in Caesars' name isn’t a grammatical slip up, it’s part of its DNA. Fifty years ago, Jay Sarno created Caesars Palace with the belief that everyone should have the opportunity to be treated like royalty. So, when Caesars acquired William Hill Sports Book in April of 2021, Sharon Otterman, CMO of Caesars Digital, leveraged its DNA and consumer insights to create a brand for its sports betting business in record time. She had only 99 days to launch a brand and breakthrough in a crowded, new, highly competitive, undifferentiated industry. Please join Sharon to learn how she launched a successful new digital brand in warp speed and lived to talk about it.

Sharon Otterman
CMO
Caesars Digital

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WHY BROWN GIRL JANE CHOOSES COMMUNITY BUILDING FI RS
BROWN GIRL Jane is defying industry norms as one of the fastest growing beauty and wellness startups, set to exceed more than 3.5x YOY growth without spending a single marketing dollar. Join Tai Beauchamp, chief brand officer, to learn how BROWN GIRL Jane identified a wide-open, often-ignored consumer group, redefined community building and grassroots marketing, and even created a mechanism for large brands to commercially support entrepreneurs.

Tai Beauchamp
Co-Founder and Chief Brand Officer
BROWN GIRL Jane

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All sessions listed below are in Pacific Time (PT).

TIME EVENT DETAILS LOCATION
Monday, April 11, 2022
1:00pm REGISTRATION OPENS

2:00pm
- 4:00pm
SESSIONS WITH DETAILS TO BE ANNOUNCED

6:00pm
- 7:00pm
RECEPTION

Tuesday, April 12, 2022
8:00am
- 9:00am
BREAKFAST

9:00am
- 12:00pm
SESSIONS WITH DETAILS TO BE ANNOUNCED

12:00pm
- 1:00pm
LUNCH

1:00pm
- 5:00pm
SESSIONS WITH DETAILS TO BE ANNOUNCED

6:00pm
- 9:00pm
ANA REGGIE AWARDS RECEPTION AND GALA

Wednesday, April 13, 2022
8:00am
- 9:00am
BREAKFAST

9:00am
- 12:00pm
SESSIONS WITH DETAILS TO BE ANNOUNCED

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