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

TIME EVENT DETAILS LOCATION
Monday, July 19, 2021
1:00pm REGISTRATION OPENS

Costa Del Sol Foyer (IN-PERSON ONLY)
2:00pm
- 5:30pm
Workshops (held concurrently)

In-person attendees are encouraged to arrive early for content provided by the ANA Marketing Training and Development Center. The "MTDC" equips thousands of marketers with the skills they need to advance their careers, increase the capabilities of their teams, and enhance their brands. Choose between two extended workshops on the timely topics of MarTech and Data that will take place on Monday, July 19th, from 2:00 PM to 5:30 PM.

MODERN MARTECH

Integrating platforms and systems across the MarTech stack allows marketers to look at customer data holistically, from the first touchpoint to the last. It helps us understand where we need improvement, let’s us look factually at what is working, and allows us to optimize campaigns quickly and effectively.

However, with over 8000+ options to choose from across the marketing technology landscape, today’s modern marketing professionals are challenged to develop a keen grasp on how to ask smart questions about the technology and tools within their organizations.

It's no longer a question of whether technology plays a role in marketing, it's about what role the modern marketer needs to play in using the best solution to elevate the customer experience and drive marketing results. An essential key to doing this successfully is being able to understand the organization's technology - everything from content management tools to customer relationship management platforms to internal collaboration programs - and how it can provide a window into the customer experience throughout the buyer's journey. 

This highly engaging and interactive workshop will help participants understand the essential components of a strategic marketing technology stack, provide frameworks that any member of the marketing organization can use to confidently engage in strategic conversations about MarTech, and help marketing executives and teams successfully navigate their new and evolving relationship with marketing technology.

Participants will leave with actionable frameworks they can immediately apply to real-world situations, including aligning MarTech investments with the company’s customer engagement and digital sales funnel strategy. The workshop provides practical examples and real-world case studies that showcase how marketing leaders can use marketing technology strategically to enhance the overall customer experience.

Mary Czarnecki
Co-founder MAC Marketing Partners
Costa Del Sol A-D (IN-PERSON ONLY)

REDUCE DATA OVERLOAD AND DRIVE ACTION

Bring influence, expertise, and action through visual storytelling techniques for data and analytics. Transform your approach to reporting data from endless slides of charts and graphs to stories that engage your stakeholders visually and psychologically.  This workshop explores data visualization methods that result in more effective reports, persuasive presentations, and clear insights. 

As marketers, we excel in the creative.  We develop persuasive, emotional messages every day to reach our audience.  Yet why is it that when we make a presentation about our campaigns or initiatives to stakeholders, we default to the “left-brain” with charts, graphs, and overwhelming amounts of data?

Integrate storytelling techniques with data to explain the context of marketing data to outside audiences and/or internal stakeholders. Then, practice effective visual data design techniques that clarify data, eliminate unnecessary “noise”, and focus on answering the question at hand. 

Evaluate color schemes, data display choices, and comparison data to create easy-to-understand slides that will drive good marketing decisions. Decide how to adjust presentations to different audiences based on their time, goals, and decisions, which is the critical last step to successfully driving business decisions using data.

The workshop provides practical, hands-on activities such as simplifying data charts, developing storytelling frameworks, and creating an objective measurement checklist for effective data presentations.

Matt Bailey
M. Ed, Lead Trainer & Founder SiteLogic
Costa Del Sol E-H (IN-PERSON ONLY)
6:00pm
- 7:00pm
Reception

Edge Pool /Diversions Terrace / Valley Promenade (IN-PERSON ONLY)
Tuesday, July 20, 2021
7:00am
- 8:00am
Breakfast

Costa Del Sol E-H (IN-PERSON ONLY)
8:00am
- 8:20am

OPENING REMARKS

Michael Kelly
Director, Social Media & Influencer Programs Poly
Costa Del Sol A-D (HYBRID)
8:20am
- 8:50am

WELCOME REMARKS

Bob Liodice
CEO ANA
Costa Del Sol A-D (HYBRID)
8:50am
- 9:30am

SESSION 1: TBD

Jason Horowitz
SVP US Marketing/ Global Head of Media & Digital Mattel
Costa Del Sol A-D (HYBRID)
9:30am
- 10:10am

HOW KARAMO BROWN HELPED SHINE A LIGHT ON MIGRAINE PATIENTS AND THE KNOW MIGRAINE MISSION

Although migraine affects millions of people in the U.S. and ranks among the top 10 years lived with disability, it’s a disease that remains misunderstood and underdiagnosed. Currently, many people who don’t live with migraine still see it as “just a headache.” To help challenge these misconceptions, Amgen launched the Know Migraine Mission to help spread knowledge and acceptance about life with migraine. Hear from Kacey Moore, executive marketing director at Amgen, about the company’s efforts, including partnering with Netflix’s Queer Eye star, Karamo Brown, and other patients across the U.S. for a campaign on a mission to start new conversations and help make the world a more migraine-friendly place.

Kacey Moore
Executive Director, Neuroscience US Marketing Amgen
Costa Del Sol A-D (HYBRID)
10:10am
- 10:30am
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
10:30am
- 11:10am

BUILDING A FRAMEWORK FOR TRANSFORMATIONAL CREATIVITY

Join McCormick & Company’s Vice President of Creative & Digital to hear about how they design digital creative experiences that modernize brands and drive growth. The global pandemic forced many home cooks into their kitchens in meaningful ways for the very first time and McCormick & Company brands were ready and willing to meet consumers where they needed them most, leveraging social media and digital to educate, inspire and entertain. Learn how to champion an innovative culture, turn conventional brands into passion culture first brands and build a framework that becomes the engine for constant transformational creativity. 

Alia Kemet
Vice President Creative & Digital Marketing McCormick & Company
Costa Del Sol A-D (HYBRID)
11:10am
- 11:50am

PATIENTS AS PEOPLE: A LIFESTYLE APPROACH TO TREATMENT

Modeling a doctor’s approach to caregiving, Eli Lilly’s goal is to put their patients’ lives and best interests first. But that requires a holistic understanding that transcends mere medical condition to include the emotional journey and lifestyle of the individuals Lilly serves. Working in partnership with Meredith and leveraging their proprietary insights, Lilly gained a better understanding of its patients in every aspect of their lives, leading to more resonant messaging and greater treatment effectiveness.

Marla Newman
EVP Digital Sales Meredith
Lina Polimeni Shields
Chief Media Officer, Lilly USA Eli Lilly and Company
11:50am
- 12:50pm
Luncheon

Costa Del Sol E-H (IN-PERSON ONLY)
12:50pm
- 1:30pm

HOW HYUNDAI DRIVES INFLUENCER CAMPAIGNS

In today’s world, influence comes in many different shapes and sizes, from the biggest celebrities down to employee ambassadors. Hyundai broke down the barriers between Marketing and PR to develop a highly effective influencer strategy that has successfully supported both teams’ goals. In this session, learn how they collaborated together on influencer campaigns and their tips for not stepping on the other department’s toes.

Paul Meyers
Manager of Digital and Social Media Marketing Hyundai
Victoria Walden
Manager of Influencer Engagement and Social Media PR Hyundai
Costa Del Sol A-D (HYBRID)
1:30pm
- 2:10pm

GUY FIERI AND KING'S HAWAIIAN MAKE EVERYTHING TASTE BETTER

In 2021, King’s Hawaiian teamed up with Guy Fieri on a new campaign to show America that Everything’s Better Between King’s Hawaiian Bread.  In order to demonstrate to consumers that King’s Hawaiian is more than just a dinner roll, Guy used King’s Hawaiian bread to create incredible sandwiches, sliders, hot dogs, hamburgers, and more (he even a made macaroni and cheese pressed camping sandwich) to show that literally everything is better on King’s Hawaiian bread.  These irresistible creations were brought to life via new video ads, a 6-part digital-short culinary series deemed “Guy Makes it Better,” and a barrage of Guy Fieri and brand-owned social media content.  Added to this was a virtual reality digital contest, were consumers interact and get educated by the mayor of Flavortown like never before.  Hear from Chad Donvito, Chief Marketing Officer at King’s Hawaiian, to learn how it all came together.

Chad Donvito
Chief Marketing Officer King's Hawaiian
Costa Del Sol A-D (HYBRID)
2:10pm
- 2:30pm
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
2:30pm
- 3:10pm

HOW TO CREATE SHOPPABLE MOMENTS EVERYWHERE

According to IAB, quarantine accelerated the United States’ transition to a “store-less” Direct Brand Economy 5x faster than pre-pandemic rates. Consumers can go from browsing to shopping in a just few finger taps. Sometimes the first time they even interact with a brand is when it arrives at their doorstep. More than ever, marketers need to examine their entire media ecosystem for creative and efficient ways to enable purchase. We’ll break down the opportunity in shoppable media including:

  • Best practices for shoppable content that converts
  • Examples of new and emerging shoppable digital media
  • Innovative approaches to add shoppable elements to traditional / offline media vehicles

Sarah VanHeirseele
SVP, Strategic Integration Blue Chip
Erich Parker
VP, Integrated Media Blue Chip
Costa Del Sol A-D (HYBRID)
3:10pm
- 3:50pm

THE PROGRAMMATIC DILEMMA: HOW TO MEASURE MEDIA BUYING SERVICES DURING AN AGENCY PITCH

When Hershey’s began its search for a new agency partner, they wanted a quantitative way to test capabilities & competencies presented during the pitch process. Working with consultancy ID Comms, what they invented not only changed the course of their own selection process, but is quickly becoming a standard for evaluating programmatic services for the industry. In this session, learn about Hershey’s “Live Buying Test” process and how it’s changed how they and others vet programmatic services.

Amy Good
Director of Integrated Media The Hershey Company
Tom Denford
Co-Founder and CEO ID Comms
5:30pm
- 6:30pm
Reception

Plaza Courtyard (IN-PERSON ONLY)
6:30pm
- 7:30pm
Dinner

Costa Del Sol E-H (IN-PERSON ONLY)
Wednesday, July 21, 2021
7:00am
- 8:00am
Breakfast

Costa Del Sol E-H (IN-PERSON ONLY)
8:00am
- 8:10am

OPENING REMARKS

Michael Kelly
Director, Social Media & Influencer Programs Poly
Costa Del Sol A-D (HYBRID)
8:10am
- 8:50am

HOW SOCIAL COMMERCE IS TRANSFORMING RETAIL

Social commerce is experiencing explosive growth as a marketing and sales platform in the US. Leading platforms like Facebook and SnapChat continue to expand their social commerce capabilities and advance innovation in the space, while emerging platforms like TikTok and MikMak are offering new ways for brands and customers to connect, interact and transact. In this session, Candice will share how Petco is driving monetizable innovation across social commerce platforms, and what social commerce looks like for your brand in 2021.

Candice Bixler
Head of Integrated Media Petco
Costa Del Sol A-D (HYBRID)
8:50am
- 9:30am

THE BENEFITS OF PAID IN AN EARNED WORLD

With e-marketer claiming 62% of marketers intend to increase their influencer marketing budgets this year, and with a trajectory that brings influencer marketing to a nearly 14 billion dollar business, it’s more important than ever to understand the nuances that can make or break your campaign. What does it really take to make an influencer campaign successful? You could have the biggest celebrity or influencer on the planet promoting your brand, but without investment behind the content they promote, will it even matter? In this session, Traci Spiegelman, Vice President of Global Media at Mastercard, explores the importance of the full paid, owned, and earned ecosystem, and why promoting authentic influencer content matters.

Traci Spiegelman
Vice President, Global Media Mastercard
Costa Del Sol A-D (HYBRID)
9:30am
- 9:50am
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
9:50am
- 10:30am

DEBUNKING CONNECTED TV MEASUREMENT MYTHS

Reach, frequency, and ROI are often the main concerns cited by marketers when it comes to connected TV advertising. However, a recent study conducted by the ANA and Innovid, which included participation from 17 of the world’s largest advertisers, found that these concerns might be unwarranted. In this session, Innovid’s GM of Measurement and Analytics, Jessica Hogue, with contributions from study participants, will debut the results and explore:

  • How marketers can best scale their CTV campaigns and maximize the potential for unique reach
  • Why a fragmented CTV landscape does not necessarily lead to excessive frequency
  • How spending in CTV can be optimized to drive scale and improve yield

Jessica Hogue
General Manager, Measurement and Analytics Innovid
Costa Del Sol A-D (HYBRID)
10:30am
- 11:10am

THE ANA PROGRAMMATIC RFP

In late April, the ANA issued an RFP for a comprehensive study of the programmatic media buying ecosystem. The RFP described the programmatic marketplace as “riddled with material issues including thin transparency, fractured accountability, and mind-numbing complexity.” The focus of the RFP is to identify ways to help advertisers eliminate waste.  This session will discuss the rationale behind the RFP, what we’re doing, and what we expect to learn.   

Bill Duggan
Group EVP ANA
Mark Stewart
SVP, Media ANA
Costa Del Sol A-D (HYBRID)
11:10am
- 11:50am

EOS’ SOCIAL STATE OF MIND

In 2020, social media usage skyrocketed as millions of people found themselves, well, bored at home. As a brand centered on the youth market, eos Products had already amassed millions of followers across Instagram, Facebook, and TikTok, so the onset of the pandemic only strengthened eos’ bet on the brand and business-building power of social media. Hear how digital and social enabled virtual brand experiences in a socially distanced world, and the story of a hilarious viral TikTok video that doubled both ecommerce and brick & mortar revenues. Join Soyoung Kang, Chief Marketing Officer at eos, to learn why the brand continues to bet on social media, and how a social-first mindset is shaping everything from eos’s insights approach to product innovation to creative strategy.

Soyoung Kang
CMO Eos
Costa Del Sol A-D (HYBRID)
11:50am
- 11:55am

CLOSING REMARKS

Costa Del Sol A-D (HYBRID)
11:55am Conference Adjourns for In-Person Attendees

Costa Del Sol A-D (HYBRID)
11:55am
- 2:25pm
Conference Continues for Virtual Attendees Only

(VIRTUAL ONLY)
11:55am
- 12:00pm

OPENING REMARKS

Leah Marshall
Director, Influencer Marketing ANA
12:00pm
- 12:35pm

WHAT NEXT?

It has been over a quarter of a century since digital media and marketing began.  Rishad Tobaccowala was there at the beginning and an early mover launching Interactive groups in 1993.  In this session Rishad will share some ideas on where things are going next.

Rishad Tobaccowala
Author, Restoring the Soul of Business: Staying Human in the Age of Data Publicis Groupe
(VIRTUAL ONLY)
12:35pm
- 1:10pm

MARKETERS' INFLUENCE ON THE EVOLUTION OF SUPPLY TRANSPARENCY

The call for transparency in the digital landscape is not new, but now the industry faces a new challenge in supply-side transparency where buyers fundamentally have less control. In this session, Intel’s Jordan Kim and dentsu’s Mike Law highlight Intel’s evolution of buy-side technology ownership and how they are working together with their agency to drive a path forward, to fuse a people-based targeting strategy with seller transparency and media solutions.

Jordan Kim
Global Media Director Intel Corporation
Michael Law
President Amplifi USA
(VIRTUAL ONLY)
1:10pm
- 1:45pm

MOVING WHAT MATTERS - REFRAMING THE ROLE OF A DIGITAL BRAND FOR REAL-WORLD CRISIS

The use of digital services to meet our personal needs on-demand—going where we need to go and getting what we need to get—has been a key consumer trend for years, but 2020 was a massive turning point. When the world stopped moving, personal needs were curtailed in the interest of protecting public health, forcing communities and businesses to adapt. The shared experience of human and economic crises, as well as deep questioning of public institutions, has dramatically increased the world’s expectation of brands to lean in—to take a stand, to provide services, and to keep life in motion. As a company built on moving people and things, Uber worked to meet this new normal in unique ways: balancing the health and safety concerns of a mobility business while keeping communities moving with delivery. Join DyShaun Muhammad, Global Head of Brand Marketing for Uber Eats, as he shares how Uber leveraged its brand and product experiences to shift from personal mobility on demand, to moving what mattered during an unprecedented global moment that continues to redefine the role brands will play into the future.

DyShaun Muhammad
Global Head of Brand Marketing Uber Eats
(VIRTUAL ONLY)
1:45pm
- 2:20pm

SESSION 17: TBD

Josephine Chew
SVP, Head of Brand Advertising & Marketing Wells Fargo
(VIRTUAL ONLY)
2:20pm
- 2:25pm

CLOSING REMARKS

(VIRTUAL ONLY)
2:25pm Virtual Conference Adjourns

(VIRTUAL ONLY)

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