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

TIME EVENT DETAILS LOCATION
Monday, August 2, 2021
1:00pm
- 7:00pm
REGISTRATION OPENS

IN PERSON ONLY

Sapphire North West Foyer (IN-PERSON ONLY)
2:00pm
- 5:00pm
WORKSHOPS

IN-PERSON ONLY

(IN-PERSON ONLY)

THE PURPOSE ADVANTAGE: USING BRAND ACTIONS TO CREATE EMOTIONAL CONNECTIONS WITH CONSUMMERS

We are in a new era of brand building. As the rules of this era are being written, it's paramount that marketers understand and align on how to differentiate their brand and drive profitable revenue. In this crowded marketplace, meeting strong standards in the four P's is cost of entry not an A+ on your report card.

Brand purpose — the 5th P – which the ANA defines as a brand's reason to exist beyond profit, is playing an increasing role in the decision-making of modern consumers. But many brands are struggling to arrive at a brand purpose that will ignite the hearts and minds of customers and their workforce while honoring the brand's history and reflecting its organic ethos.

In this Ted-style talk, Jeff Fromm Author of "The Purpose Advantage: How To Unlock New Ways of Doing Business" & partner at Barkley will review the latest consumer research on how brands INSPIRE and ACT as agents of change with values-driven consumers. The high-growth brands of tomorrowland will gain a small price premium and frequency of use advantage through emotional connections.

This will be followed by a collaborative workshop where attendees will apply ideas learned from the presentation to a rapid-fire group case study that illustrates key milestones in building emotional connections between your brand and your consumers.

In the workshop we will cover:
Step 1: Leverage your brand origin to re-imagine your best possible future ("connecting the past to your future is critical for mature brands")
Step 2: Look at how your brands fits into society and cultural currency
Step 3: Evaluate consumer needs
Step 4: Compose an inspirational purpose statement
Step 5: Identify brand archetypes that inform consumer thinking
Step 6: Build internal and external proof so that your employees, customers and consumers understand your brand actions

***Note: all attendees will receive a free copy of Jeff's book***

Jeff Fromm
Partner Barkley/Author "The Purpose Advantage:Unlocking New Ways of Doing Business
Tim Galles
Chief Idea Officer Barkley
Sapphire CDGHKLOP (IN-PERSON ONLY)
5:30pm
- 6:30pm
RECEPTION

IN-PERSON ONLY

Sapphire West Foyer and Terrace (IN-PERSON ONLY)
Tuesday, August 3, 2021
7:00am
- 7:00pm
REGISTRATION OPENS

IN-PERSON ONLY

Sapphire North West Foyer (IN-PERSON ONLY)
7:00am
- 7:55am
BREAKFAST

IN-PERSON ONLY

Sapphire ABEFIJMN (IN-PERSON ONLY)
7:55am
- 8:00am

COUNTDOWN TO GENERAL SESSION

(VIRTUAL ONLY)
8:00am
- 8:50am
OPENING REMARKS

Bob Liodice
Chief Executive Officer ANA
Sapphire CDGHKLOP (HYBRID)
8:50am
- 9:25am

INSPIRING GIRLS TO CREATE A BETTER TOMORROW

Ideas and inspiration can come from anywhere. Find out how an eight-minute conversation with a CEO led to the creation of one of the world’s largest STEM programs for girls. Learn how a spark of an idea can lead to a STEM movement with Susan Warner, VP Talent and Community Engagement and Founder of Girls4Tech™. Mastercard is committed to motivating young girls to build STEM skills that will help them become leaders of tomorrow. Based on global science and math standards, Girls4Tech showcases the company’s payment technology—algorithms, encryption, fraud detection, data analysis, digital convergence, A.I. and more.  With more than 5,000 employees serving as role models and mentors, Susan developed this interactive, hands-on curriculum to shows girls across the globe that it takes all kinds of interests and skills to pursue a career in STEM, while also building the Mastercard brand and driving its core values towards opportunity for all.

Susan Warner
Vice President, Talent and Community Engagement Mastercard
Sapphire CDGHKLOP (HYBRID)
9:25am
- 10:00am

SESSION 2: TBA

Sapphire CDGHKLOP (HYBRID)
10:00am
- 10:20am
BREAK

(HYBRID)
10:20am
- 10:55am

GOOD ON THE GROUND: HOW TOMS IS CONTINUING TO LEAD THE FUTURE OF PROFIT & PURPOSE

As the original One for One company, TOMS created a new way of doing business - merging profit with purpose while inspiring customers to be part of the giving experience. TOMS has evolved their impact model but continues to remain grounded in their mission of using business to improve lives. Today, the brand commits 1/3 of profits to grassroots good. Join Amy Smith, TOMS Chief Strategy & Impact Officer to learn how TOMS is again pioneering the future of giving and how it plans to inspire the next generation to create good on the ground.

Amy Smith
Chief Strategy & Impact Officer TOMS
Sapphire CDGHKLOP (HYBRID)
10:55am
- 11:30am

SESSION 4: TBA

Sapphire CDGHKLOP (HYBRID)
11:30am
- 12:30pm
LUNCHEON

IN-PERSON ONLY

Sapphire ABEFIJMN (IN-PERSON ONLY)
12:30pm
- 1:05pm

SESSION 5: TBA

Chris Carlisle
Senior Vice President Global Marketing BraunAbility
Sapphire CDGHKLOP (HYBRID)
1:05pm
- 1:40pm

SESSION 6: TBA

Mike Belcher
Senior Vice President, Business Development and Partnerships T-Mobile
Ryan Hedges
VP, Strategy & Experience The Marketing Store
Sapphire CDGHKLOP (HYBRID)
1:40pm
- 2:00pm
BREAK

(HYBRID)
2:00pm
- 2:35pm

EMPATHY AT SCALE

People are unique. Mondelez's Empathy @ Scale initiative aims to put people ahead of personas in order to create deeper 1:1 connections between brands and consumers, instead of just broadly targeting content to groups of people. Learn more about this new company-wide initiative, and how Twitter is helping Mondelez bring it to life through the #EmpathyEngine - a first-to-market, custom solution designed to deliver personalized experiences between a brand and a consumer.

Jennifer Brain-Mennes
Director, Global Media Strategy & Planning; Americas CX Lead Mondelēz International
Sapphire CDGHKLOP (HYBRID)
2:35pm
- 3:10pm

SESSION 8: TBA

Chris Connolly
Senior Vice President, Marketing San Diego Padres
Sapphire CDGHKLOP (HYBRID)
5:30pm
- 6:30pm
RECEPTION

IN-PERSON ONLY

Sapphire West Foyer and Terrace (IN-PERSON ONLY)
6:30pm
- 7:30pm
DINNER

IN-PERSON ONLY

Sapphire ABEFIJMN (IN-PERSON ONLY)
Wednesday, August 4, 2021
7:00am
- 11:30am
REGISTRATION OPENS

IN-PERSON ONLY

Sapphire North West Foyer (IN-PERSON ONLY)
7:00am
- 7:55am
BREAKFAST

IN-PERSON ONLY

Sapphire ABEFIJMN (IN-PERSON ONLY)
7:55am
- 8:00am

COUNTDOWN TO GENERAL SESSION

(VIRTUAL ONLY)
8:00am
- 8:10am
OPENING REMARKS

Sapphire CDGHKLOP (HYBRID)
8:10am
- 8:45am

USING HUMAN TRUTHS IN BRAND BUILDING

Once a brand reliant on BOGO and other aggressive discounting to sustain growth, in recent years Pearle Vision has re-established itself in the 7% of all franchise brands, the #1 optical franchise brand and the premier neighborhood destination for eye care and eye wear. How? Through an intense focus on caring for people behind the eyes. This session will take a look at how Pearle Vision (with their brick-and-mortar fleet of neighborhood EyeCare Centers) challenged and continues to win in a hyper-promotional category through leaning into the power of small but meaningful human truths.

Doug Zarkin
Vice President, Chief Marketing Officer Pearle Vision
Sapphire CDGHKLOP (HYBRID)
8:45am
- 9:20am

INSPIRED BY SERVICE

Esi Eggleston Bracey, EVP & COO Beauty and Personal Care at Unilever in North America, is known for building and growing brands with purpose at their core. In this session, she will talk about the evolution from consumer-centricity to human-centricity as the way to deliver inspirational brand building.  Esi will share how the brands she leads, including Dove, Love, Beauty & Planet and Vaseline, are using service and action as a way to inspire the people that they serve.

Esi Eggleston Bracey
Chief Operating Officer, EVP Beauty & Personal Care Unilever North America
Sapphire CDGHKLOP (HYBRID)
9:20am
- 9:40am
BREAK

(HYBRID)
9:40am
- 10:15am

MEASURING IMPACT OF THE WORLD'S MOST IMPORTANT INSPIRATIONAL MESSAGES

Brands have a responsibility to make conscious efforts on environmental, social, and governance (ESG) issues, while consumers are demanding increasing transparency and honesty from brands and factoring this into purchase intent. ESG is here to stay and brands can harness this movement to create value through inspirational messaging, stemming from the incredible work they are already doing in these areas. Learn how brands can be sure that their inspirational messages are creating the desired impact on consumers and how they can measure the change in brand perception.

James Slezak
CEO Swayable
Al Torres
Vice President, Revenue & Partnerships Swayable
Sapphire CDGHKLOP (HYBRID)
10:15am
- 10:50am

SESSION 12: TBA

Sapphire CDGHKLOP (HYBRID)
10:50am
- 11:25am

SESSION 13: TBA

Sapphire CDGHKLOP (HYBRID)
11:25am END OF IN-PERSON SESSIONS

11:25am
- 11:45am
BREAK

(VIRTUAL ONLY)
11:45am VIRTUAL ONLY SESSIONS BEGIN

11:45am
- 12:20pm

TIME TO GET PERSONAL WITH PURPOSE

Consumers are using the power of their wallets to demand more from the brands they shop. Organizations that don't have purpose as part of their DNA are working to develop frameworks that are authentic to their brand. Those that do are discovering new ways to create measurable change. But when everyone is trying to get into the conversation, what can brands do to show up and stand out in meaningful ways? S'well Founder and Executive Chairwoman Sarah Kauss shares how S'well has been communicating purpose for more than a decade and how making sustainability personal through products, content and partnerships can drive impactful change.

Sarah Kauss
Founder & Executive Chairwoman S’well
(VIRTUAL ONLY)
12:20pm
- 12:55pm

SESSION 15: TBA

Jill Cress
Vice President Consumer Marketing PayPal
(VIRTUAL ONLY)
12:55pm
- 1:05pm
BREAK

1:05pm
- 1:40pm

SESSION 16: TBA

Kristin Harrer
Global CMO Van’s, a VF Company
(VIRTUAL ONLY)
1:40pm
- 2:15pm

SESSION 17: TBA

(VIRTUAL ONLY)
2:15pm
- 2:20pm
CLOSING REMARKS & CONFERENCE ADJOURNMENT

(VIRTUAL ONLY)

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