2024 ANA Brand Masters Conference | Events & Webinars | ANA

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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Pricing  |  Related Content  |  Registration

Conference Agenda

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

TIME EVENT DETAILS LOCATION
Monday, April 15, 2024
11:00am
- 6:30pm
REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)
1:00pm
- 1:10pm

WELCOME REMARKS

John Paquin
Sr. Director, Brand & Media ANA
Costa Del Sol A-D (HYBRID)
1:10pm
- 1:45pm

CREATIVITY: WHAT BRANDS NEED TO KNOW

Creativity is fundamental to best in-class marketing. It has often been called the spark and driving force behind effective marketing communications.  Drawing on insights from marketing leaders on recent ANA Award juries, we will share insights on top creativity enablers and roadblocks within an organization and with agency/client relationships.
 
With a specific spotlight on getting creative briefs right, we’ll hear directly from marketers and agency leaders on what underpins a tight brief and the communication  strategies that need to occur between marketer and agency to make that happen.  We’ll also discuss differing perspectives on the value of taking risks as well as how to overcome a risk adverse culture. 

Denise McDevitt
SVP, Awards ANA
Latha Sarathy
Chief Research Officer ANA, SeeHer
Marissa Jarratt
Executive Vice President and Chief Marketing and Sustainability Officer 7-Eleven, Inc.
Marianne Malina
North American President 72andSunny
Jeff McCrory
Chief Strategy Officer Mischief @ No Fixed Address
Costa Del Sol A-D (HYBRID)
1:45pm
- 2:20pm

WHAT BRANDS NEED TO KNOW: MARKETING IN THE NEW AGE OF COMMERCE

In a world of hyper connectivity, commerce marketplace complexity,  social influence and tech enablement, a marketer’s ability to unlock the brand’s commercial potential, from brand-building to buying, is the new imperative.   

Tina Manikas, President of 100-year-old Commerce trailblazing agency Tracy-Locke, will speak to marketing in the new age of commerce–specifically the future of commerce and brand building through the connected, dynamic experiences consumers crave. See what successful brands are doing to impact choice, mine new growth and balance the latest trends in Retail Media, Digital Commerce, Retail Shopping, Social Commerce and more. With relevant success examples, Tracy-Locke is focused on understanding behavior and designing experiences that bring creativity, conversation and conversion to compel commerce forward.

Tina Manikas
President TracyLocke
Costa Del Sol A-D (HYBRID)
2:20pm
- 2:40pm
COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)
2:40pm
- 3:15pm

CONSUMERS: WHAT BRANDS NEED TO KNOW

It’s not a myth or even a misconception that consumers embrace paradox in their lives. People really do hold to separate and conflicting expectations of the brands they buy. For example, they want privacy, but expect personalized experiences. So, how can you create marketing for them that embraces these paradoxes and resonates, engages, and converts?

In this session, Matthew Tilley will share new research from Vericast that highlights this dual reality on several topics – from privacy and loyalty to media and the economy – and offer insight into what it takes to win against these paradoxical expectations.

Matthew Tilley
Vice President of Growth Marketing Vericast
Costa Del Sol A-D (HYBRID)
3:15pm
- 3:50pm

PROGRAMMATIC: WHAT BRANDS NEED TO KNOW

This research dives deep into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency. Twenty-one marketers participated in the study, including Kaiser Permanente. The key conclusion – about one-quarter of programmatic spend is wasted. The report covers issues including the optimal number of websites for a campaign, Made for Advertising websites, the benefit of inclusion lists, direct supply chain contracts, SSP optimization, OMP versus PMP, log-level data, sustainability, and more. This session will discuss the recommended action steps to help optimize investment in programmatic media, resulting in a greater percentage of every ad dollar reaching the consumer.

Bill Duggan
Group EVP, Brand and Media ANA
Bryce McAnally
Senior Director, Media and Programs Kaiser Permanente
Costa Del Sol A-D (HYBRID)
3:50pm
- 4:25pm

AI: WHAT BRANDS NEED TO KNOW

We’re in the midst of an artificial intelligence revolution that promises to transform every aspect of business, society, culture, and the economy. The latest wave of AI innovation – generative AI – is swiftly changing the way the world creates and consumes content, the way users interact with information, and the way businesses connect with consumers. Marketing will never be the same. Marketers that embrace AI stand to gain an outsized advantage, as they learn to leverage today’s most powerful models and practical applications to produce compelling and creative high-quality content at unprecedented scale and with unheard of efficiency, gain deeper insights into what their customers believe and how their customers behave, and out-innovate the competition. But only if they can see through the hype to identify what really matters for their business and their brand.

And if you thought AI hit peak hype in 2023, wait until you see what the coming years have in store. Join Greg Verdino -- the principal analyst and fonder of AI advisory firm CognitivePath and a professional futurist who has been forecasting AI’s impact on marketing for nearly a decade – as he shares his eye-opening take on the top AI trends every marketer needs to know to thrive in 2024 and beyond.

Greg Verdino
Founder + CEO CognitivePath
Costa Del Sol A-D (HYBRID)
4:25pm
- 4:30pm

CLOSING REMARKS

John Paquin
Sr. Director, Brand & Media ANA
Costa Del Sol A-D (HYBRID)
5:00pm
- 6:00pm
RECEPTION

Valley Promenade and Legends Lawn (In-Person Only)
6:00pm DINNER ON OWN

(IN-PERSON ONLY)
Tuesday, April 16, 2024
7:00am
- 7:00pm
REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)
7:30am
- 8:30am
BREAKFAST  

Costa Del Sol E-H (In-Person Only)
7:30am
- 7:50am

BREAKFAST ROUNDTABLES WITH THE SPEAKERS: WHAT BRANDS NEED TO KNOW (CONTINUED)

Didn’t get enough of What Brands Need to Know with Monday’s terrific speakers? Have a question that wasn’t covered in the session? Want to continue the conversation one-on-one or with other interested attendees? This is your chance – grab your breakfast and come join Monday’s presenters for a chance to dive a little deeper and get a little closer on these important topics: 
 
AI with Greg Verdino, Founder, CognitivePath
Programmatic with Bill Duggan, ANA Group EVP, Brand and Media 
Consumers with Matthew Tilly, Content Marketing Lead, Vericast 
Commerce with Tina Manikas, President, TracyLocke
Creativity with Latha Sarathy, ANA Chief Research Officer, and Denise McDevitt, SVP, ANA Awards

Costa Del Sol E-H (In-Person Only)
7:50am
- 8:10am

BREAKFAST SESSION: UNDERSTANDING CONSUMERS’ NEW VALUE EQUATION

Join The Weber Shandwick Collective to dive deep into the five dimensions of the study’s new consumer value equation, which is based on research conducted across a range of generational cohorts and countries. Why are consumers today ‘inside out’ in what they value most, placing their own safety, security, health and happiness above all else? What does this shift inward mean for companies and brands that focus on broader societal purpose? You’ll also learn why this new approach to planning is a powerful way to help understand how your company or brand can provide the value many consumers are seeking today.

Robyn Adelson
Chief Strategy Officer for North America The Weber Shandwick Collective
Brad Burke
Executive Vice President, Integrated Media Strategy The Weber Shandwick Collective
Costa Del Sol E-H (In-Person Only)
8:30am
- 9:00am

OPENING REMARKS

Bob Liodice
CEO ANA
Costa Del Sol A-D (HYBRID)
9:00am
- 9:05am

WELCOME REMARKS & HOUSEKEEPING

Fernando Herrera
CPG Marketing Executive
Costa Del Sol A-D (HYBRID)
9:05am
- 9:40am

LEVERAGING AI TO DRIVE GLOBAL CONSUMER INSIGHTS (This session will not be available for on-demand viewing).

In today's rapidly evolving business landscape, the integration of artificial intelligence has become a game-changer in deciphering consumer behavior and preferences. Melanie Huet, President, Brand Management & Innovation at Newell Brands, will delve into the transformative power of AI in unlocking profound insights by discovering new information about consumer habits and unlocking and better leveraging insights from your current data set to drive brand growth.

Melanie will explore how AI technologies are revolutionizing market research, increasing speed to market, and enhancing global information sharing. Join her as she navigates the intersection of technology and consumer insights, exploring the limitless possibilities AI presents for innovation-focused businesses aiming to stay ahead in the dynamic realm of the modern marketplace.

Melanie Huet
President, Brand Management & Innovation Newell Brands
Costa Del Sol A-D (HYBRID)
9:40am
- 10:15am

DRIVING THE DEVELOPMENT OF PURPOSEFUL BRANDS WITH HUMANITY

As a marketing and business leader at the frontier of reimagining everyday health, Katie Williams, Haleon U.S. Chief Marketing Officer’s perspective on building a brand that is rooted in advancing health for humanity is unique. Her perspective is informed by both purpose and the importance of accelerating growth, especially in a time of rapidly changing employer priorities.

Katie Williams
Chief Marketing Officer Haleon U.S.
Costa Del Sol A-D (HYBRID)
10:15am
- 10:50am

CREATE CONVERSATION ABOUT YOUR BRAND, NOT JUST EFFECTIVE AWARENESS

San Diego Zoo Wildlife Alliance is an international nonprofit conservation organization that operates two world-class parks, the San Diego Zoo and the San Diego Zoo Safari Park, and empowers people to connect with plants and animals, develop an understanding of nature, and contribute to safeguarding wildlife everywhere by becoming Wildlife Allies.

Given the challenges presented by a fragmented media landscape, the Alliance has focused on creating breakthrough brand campaigns in order to generate a deep level of engagement with its audiences. Hear David Miller, CMO, San Diego Zoo Wildlife Alliance, share how they are committed to saving species worldwide by uniting their expertise in animal care and conservation science with their dedication to inspiring passion for nature.

David Miller
Chief Marketing Officer San Diego Zoo Wildlife Alliance
Costa Del Sol A-D (HYBRID)
10:50am
- 11:05am
COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)
11:05am
- 11:40am

TURNING A CULTURAL PHENOMENON INTO A MARKET-LEADING BRAND: SUSTAINING THE WHITE CLAW BOOM

Being a challenger brand is in White Claw’s DNA. When it broke onto the scene in 2019, the hard seltzer made waves in the beverage category – and quickly became a household favorite. But how do you take a phenomenon and sustain it? Since then, White Claw has partnered with VCCP US, the challenger agency for challenger brands, to take that fuel and build a brand for the long haul. 
 
Join Lena Lewis, Head of Consumer Communications Hub at White Claw, and Jonny Shaw, Chief Strategy Officer at VCCP US, for a discussion around how to turn a pop cultural phenomenon into a market-leading brand.

Lena Lewis
Head of Consumer Connections Hub White Claw
Jonny Shaw
Global Chief Strategy Officer VCCP U.S.
Costa Del Sol A-D (HYBRID)
11:40am
- 12:15pm

VEGAS IS BACK, BABY!

The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide and with operating the 4.6 million-square-foot Las Vegas Convention Center. With 150,000 hotel rooms and 14 million square feet of meeting and exhibit space in Las Vegas alone, the LVCVA's mission centers on attracting leisure and business visitors to the area. From the “mind blowing” Sphere, to the most successful Formula 1 race ever, to this year’s Super Bowl where “Excessive Celebration Encouraged” is the rallying cry, and more, Las Vegas has solidified its stance as the Sports and Entertainment Capital of the World. Hear Kate Wik, LVCVA’s Chief Marketing Officer share how they‘ve gambled on their future, and is winning.

Kate Wik
Chief Marketing Officer Las Vegas Convention & Visitors Authority
Costa Del Sol A-D (HYBRID)
12:15pm
- 12:50pm

DRIVING BRAND CONNECTION AND IMPACT WITH COLLEGE FOOTBALL FANS

When looking to set your brand apart in a crowded marketplace, collaboration through contextual creative paired with the massive scale of live sports are the key ingredients to success. That’s what makes Hampton by Hilton and FOX Sports’ College Football partnership, aligned around a shared passion for creativity and award-winning CFB talent, so special.  Working with FOX Sports’ Content Studio, Hampton by Hilton created a break-through multi-platform creative campaign that engaged fans on-air, on-the-ground, and on social to drive engagement, awareness, and affinity for the brand.

Bryan McAleer
Senior Vice President, Digital Sports Partnership and Content Studio FOX Sports
Jenn Sully
Senior Director, Global Brand Marketing Strategy Hilton
Costa Del Sol A-D (HYBRID)
12:50pm
- 1:50pm
LUNCH  

Costa Del Sol E-H (In-Person Only)
1:20pm
- 1:40pm

LUNCH SESSION: WHAT THE FRAG(MENTATION)?!

From a cookie-less world to decision-overload, navigating a digital and streaming landscape is fraught with challenges for marketers and consumers alike. In this session, Julie Cleland, Sr. Account Executive Client Partnerships, distills the problems marketers face, defines how to adapt to shifting viewership behavior, and meet consumers where they are with messages that matter.

Julie Cleland
Sr. Account Executive, Client Partnerships DIRECTV Advertising
Costa Del Sol E-H (In-Person Only)
1:50pm
- 2:25pm

HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE (This session will not be available for on-demand viewing).

Learn Mondelēz International approach on creativity and how it can be leveraged to drive a disproportion amount of benefits for your brands including sales results.  In addition, learn how Mondelēz International evaluates test & learns and the importance they place in this space every year with different partners, brands and suppliers to drive brand growth.

Steve McGowan
Head of Shopper Activation & Strategic Partnerships Mondelez
Costa Del Sol A-D (HYBRID)
2:25pm
- 3:00pm

FINANCIAL FUTURES: FROM ELEVATING WOMEN TO ENGAGING GEN Z

What does it mean to craft a future-forward brand? With Anomaly’s strategic guidance, Ally has built customer affinity through efforts ranging from its 50/50 pledge for equal ad spend across men’s and women’s sports to category-disrupting marketing strategies that build bonds with Gen Z, all while moving deeper into the latest emerging technology.
 
Join Ally and Anomaly for a discussion around how the financial services favorite has amassed a cult following in a traditionally dull sector – and what marketers across the board can learn from its approach.

Bridget Sponsky
Executive Director of Brand Marketing Ally Financial
Karina Wilsher
Partner and Global CEO Anomaly New York
Costa Del Sol A-D (HYBRID)
3:00pm
- 3:20pm
COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)
3:20pm
- 3:50pm

WITH THE FIRST PICK IN THE 2024 NFL DRAFT…

2024 marks the 10-year anniversary of Peyton Manning teaming with Nationwide -- who doesn’t remember “chicken parm you taste so good?” With over 185 million fans and the highest live television ratings, the NFL is one of the most desirable sports platforms for brands. As a $60B Fortune 100 brand operating in multiple complex insurance and financial services categories, the NFL is core to growing relevancy and trust for Nationwide’s brand. Brad Barnett, VP of Enterprise Marketing will share how Nationwide leverages the NFL across media, advertising and sponsorships to create value for all its core businesses, and key insights that any size brand can apply to their partnership efforts.

Brad Barnett
Vice President, Enterprise Marketing Nationwide
Costa Del Sol A-D (HYBRID)
3:50pm
- 4:25pm

HOW RETAIL MEDIA ADDRESSES TOP BRAND CHALLENGES

Much of the hype surrounding retail media’s growth has been focused on how it delivers on traditional marketing goals: increased sales and strong ROAS. However, there are broader and deeper measures that retail media can provide to brands, including those that address some of their biggest objectives, including: share of sales, customer acquisition, repeat rate, and omnichannel results. In this session, Ryan will break down some of the most common benefits of retail media, but also shine light on more advanced measures that don’t get as much visibility – including intangible (yet still qualifiable) measures.

Ryan Britton
Vice President of Brand Sales, Retail Media Criteo
Costa Del Sol A-D (HYBRID)
4:25pm
- 4:30pm

CLOSING REMARKS

Fernando Herrera
CPG Marketing Executive
Costa Del Sol A-D (HYBRID)
4:40pm
- 5:00pm
EXTENDED Q&A WITH LAS VEGAS CONVENTION AND VISITORS AUTHORITY AND MONDELEZ

Come take a deeper dive with two of our Tuesday presenters as they take further questions and extend the conversation on these important topics:

(In-Person Only)

VEGAS IS BACK, BABY!

Kate Wik
Chief Marketing Officer Las Vegas Convention & Visitors Authority
Las Palmas 2 (In-Person Only)

HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE

Steve McGowan
Head of Shopper Activation & Strategic Partnerships Mondelēz
Costa Del Sol E-H (In-Person Only)
6:00pm
- 7:30pm
ANA REGGIE AWARDS RECEPTION  

Enjoy the opportunity to catch-up with friends and colleagues in-person. The reception will definitely have a festive vibe as it kicks off the evening of celebrating our industry’s top teams and best Brand Activation marketing of the year!

Costa Del Sol Terrace (In-Person Only)
7:30pm
- 9:30pm
ANA REGGIE AWARDS GALA  

A total of 84 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of the year across 27 different categories when we announce the Gold, Silver and Bronze winners. We will also announce the winners of the special GEM Award that recognizes positive portrayals of women in the work. The event culminates with the announcement of the Super REGGIE, honoring the single best campaign of 2023 selected by the select Super REGGIE Jury chosen from Gold level winners.
 
Join us for an evening of dinner, drinks and to celebrate individuals and organizations that have achieved outstanding success.

Costa Del Sol A-D (HYBRID)

WELCOME REMARKS

Mike Kaufman
Senior Vice President, Brand & Media ANA
Costa Del Sol A-D (HYBRID)

PRESENTATION OF WINNERS

Mimi Dixon
Senior Director, Brand Activation & Content Crayola
Lena Lewis
Head of Consumer Connections Hub White Claw
Costa Del Sol A-D (HYBRID)

PRESENTATION OF SPOTLIGHT CATEGORY: GEM AWARD

Latha Sarathy
Chief Research Officer ANA/SeeHer
Costa Del Sol A-D (HYBRID)

PRESENTATION OF WINNERS

Christy Hoskins
Vice President, Chief Marketing Officer La-Z-Boy Inc.
Mike Kaufman
Senior Vice President, Brand & Media ANA
Costa Del Sol A-D (HYBRID)

ANNOUNCEMENT OF THE 2024 SUPER REGGIE AWARD

Chris Herpich
Executive Director, Strategic Accounts Vericast
Costa Del Sol A-D (HYBRID)
Wednesday, April 17, 2024
7:00am
- 1:00pm
REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)
7:30am
- 8:30am
BREAKFAST

Costa Del Sol E-H (In-Person Only)
8:30am
- 8:35am

OPENING REMARKS

Fernando Herrera
CPG Marketing Executive
Costa Del Sol A-D (HYBRID)
8:35am
- 9:10am

REFRESHING A HERITAGE BRAND

The trading card industry saw tremendous growth in 2020 with some estimates at 1.5x sales vs. 2019. With over 75 years of history in the space, Topps has been an unquestioned leader for the core collector. Early 2022 saw the acquisition of the Topps Brand by Fanatics – who has merchandise partnerships with nearly all the major sports leads and strong relationships with athletes. Refreshing a Heritage Brand will explore the journey of leveraging new assets while maintaining the core Brand essence and adapting execution to a new audience.

Ken Turner
Chief Marketing Officer Fanatics Collectibles
Costa Del Sol A-D (HYBRID)
9:10am
- 9:45am

MOVING YOUR BRAND OUT OF THE FRIEND ZONE

You know that moment when you’re vibing with someone, but they just want to be friends? We’ve all been there, feeling the sting of unrequited affection. But what if I told you this same heartache happens between brands and consumers? Award Winning Brand Executive Doug Zarkin has released his first book, “Moving Your Brand Out Of The Friend Zone, A Modern Day Guide Towards Strengthening Your Brand Value Equation.” Doug will cover a few of the key themes from his book that dive into the world of brand-consumer dynamics, discovering how to transcend the “Friend Zone,” and ignite a love affair between your brand and its audience. Don’t settle for just being “liked”—let’s aim for love, passion, and unshakeable devotion.

Doug Zarkin
Chief Brand Officer Good Feet Worldwide
Costa Del Sol A-D (HYBRID)
9:45am
- 10:20am

A LESSON IN “EMOGRAPHY”

How can marketers stay on top of ever-changing consumer expectations to drive business growth? In this session, Esther-Mireya Tejeda, renowned transformation leader, will discuss how to look beyond traditional consumer insights using a new playbook she’s pioneered called ‘Emography’ to tap into the why behind human behavior, in order to build a more comprehensive and multi-dimensional view of customers to effectively serve today's fragmented customer base.

Esther-Mireya Tejeda
Former CMO Anywhere Real Estate
Costa Del Sol A-D (HYBRID)
10:20am
- 10:40am
COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)
10:40am
- 11:10am

BREAKING THROUGH TO GEN Z

How do you reach one of the most difficult audiences to reach with a message they don’t want to hear?  Elizabeth Kenny, Chief Marketing Officer of Truth Initiative, will share how this non-profit targeted a hard-to-convince audience with a not-to-be-ignored message.  A deep understanding of insights into Gen Z led Truth Initiative to create breakthrough advertising for the truth campaign that helped young people stay away from, slow usage of or quit tobacco use.  To top it off, the campaign was awarded the 2023 Grand Effie. Get the behind the scenes on how it all happened and the key insights that drove its success.

Elizabeth Kenny
Chief Marketing & Strategy Officer Truth Initiative
Costa Del Sol A-D (HYBRID)
11:10am
- 11:45am

BUILDING A CONSISTENT BRAND WITH JUST THE RIGHT AMOUNT OF CHAOS: HOW TO BALANCE STRUCTURE AND CREATIVITY

If a brand is to succeed, it must do two, sometimes opposite, things at once. It must be consistent and flexible. Predictable and creative. It must consistently deliver a brand experience built upon a core set of distinctive assets, ideas and personality traits anchored in a clear brand narrative. But a brand cannot thrive, or remain relevant if it’s too constricted – internal teams, stakeholders and even partners won’t be able to function if the rules are too narrow. So how to balance this paradox? You have to think in systems, providing a framework to keep things headed in the same direction, but push for wild, audacious creativity to keep things alive and fresh.
 
In this session, you’ll learn how to get this balance right. Or at least, more right. Using specific examples from both B2B and B2C brands in multiple industries – and equal attention to brand strategy and creative principles, you’ll leave with concrete tips and lessons that work in the real world and could work for you.

Tim Hoppin
Chief Brand & Creative Officer SAP
Costa Del Sol A-D (HYBRID)
11:45am
- 11:50am

CLOSING REMARKS

Fernando Herrera
CPG Marketing Executive
Costa Del Sol A-D (HYBRID)
Registration for this event is no longer available.

To reinstate your registration, please email registration@ana.net.

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About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Pricing  |  Registration

About  |  Speakers  |  Agenda  |  Venue  |  Sponsors  |  Awards Gala  |  Pricing  |  Related Content  |  Registration