About  |  Agenda  |  Speakers  |  Resources  |  Sponsors

Conference Agenda

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

TIME EVENT DETAILS LOCATION
Monday, July 19, 2021
1:00pm
- 7:00pm
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 (MTDC). 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 19, 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  

Valley Promenade- By Main Lobby (IN-PERSON ONLY)
Tuesday, July 20, 2021
6:45am
- 7:30pm
REGISTRATION OPENS

7:00am
- 8:00am
Breakfast

Costa Del Sol Lawn (IN-PERSON ONLY)
8:00am
- 8:17am

OPENING REMARKS

Michael Kelly
Director, Social Media & Influencer Programs Poly
Costa Del Sol A-D (HYBRID)
8:17am
- 8:20am

WELCOME REMARKS

Marla Newman
EVP Digital Sales Meredith
View Video
Costa Del Sol A-D (HYBRID
8:20am
- 8:50am

DIGITAL MEDIA MANAGEMENT: THE KEYS TO BRAND GROWTH

As Chief Executive Officer of the ANA, Bob Liodice has a big view of marketing, media, and the digital landscape. While advertisers continue to allocate the largest part of their marketing investments to media, no area of media continues to evolve as quickly and dynamically as digital. In Bob’s own words, “As the digital media ecosystem continues to expand and fragment, and increasingly become more complex and opaque, the effective management, adaption and adoption of new media platforms holds the keys for brand and business growth”. In this session, Bob will share his thoughts on digitally focused media initiatives underway in the industry, such as PRAM, CMM, GARM, and TAG. He will also share what the ANA and advertisers are doing to embrace change, unlock pathways to growth, and shape the industry to the benefit of those who fund it, the advertisers. 

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

INNOVATION AT THE SPEED OF CULTURE

Mattel’s mission is to create innovative products and experiences that inspire, entertain and develop children through play.  This was arguably never more important than in the extraordinary year of 2020.  Join Jason Horowitz, SVP U.S. Marketing and Global Head of Media & Digital, for an inside peak at Mattel’s recipe for creating success out of uncertainty and navigating dynamic change via increased purpose, relevance and bold action with iconic brands like Barbie, Hot Wheels and Fisher-Price.

Jason Horowitz
SVP US Marketing/ Global Head of Media & Digital Mattel
View Event Recap and Related Materials
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 (@Kacey_IRL)
Executive Director, Neuroscience US Marketing Amgen
Costa Del Sol A-D (HYBRID)
10:10am
- 10:25am
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
10:25am
- 11:05am

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
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
11:05am
- 11:42am

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
Chief Media Officer, Lilly USA Eli Lilly and Company
View Video and Presentation
11:45am
- 1:00pm
Luncheon  

Costa Del Sol E-H (IN-PERSON ONLY)
11:45am
- 12:10pm

IS CONTEXTUAL TARGETING THE PHOENIX OF THE AD INDUSTRY?

Marketers strive to craft an engaging customer journey that delivers outcomes for their brand. But with disruption across the ad industry, many are concerned about their ability to reach relevant audiences in an authentic way in the face of these changes. One solution rising from the ashes is contextual targeting, but many question whether it can deliver intended outcomes for the brand. Join Steve Silvers, SVP Product at Neustar to learn how we help advertisers can still reach their intended audiences where it matters and realize brand growth. 

Steve Silvers
SVP Product & GM Customer Experience Neustar
View Video and Presentation
(VIRTUAL ONLY)
1:00pm
- 1:40pm

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 (@thepaulmeyers)
Manager of Digital and Social Media Marketing Hyundai
Victoria Walden (@VLo4Sho)
Manager of Influencer Engagement and Social Media PR Hyundai
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
1:40pm
- 2:20pm

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 (@ChadDonvito)
Chief Marketing Officer King's Hawaiian
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
2:20pm
- 2:35pm
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
2:35pm
- 3:15pm

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
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
3:15pm
- 3:55pm

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 (@AGoodMktingJob)
Director of Integrated Media The Hershey Company
PJ Leary
CEO ID Comms Assurance
View Video and Presentation
3:55pm
- 4:35pm

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
View Video and Presentation
Costa Del Sol A-D (HYBRID)
4:35pm
- 4:40pm

CLOSING REMARKS

5:30pm
- 6:30pm
Reception  

CDS Terrace (IN-PERSON ONLY)
6:30pm
- 7:30pm
Dinner

Costa Del Sol E-H (IN-PERSON ONLY)
Wednesday, July 21, 2021
7:00am
- 11:30am
REGISTRATION OPENS

7:30am
- 8:30am
Breakfast

Costa Del Sol E-H (IN-PERSON ONLY)
8:30am
- 8:40am

OPENING REMARKS

Michael Kelly
Director, Social Media & Influencer Programs Poly
Costa Del Sol A-D (HYBRID)
8:40am
- 9:20am

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
View Video and Presentation
Costa Del Sol A-D (HYBRID)
9:20am
- 10:00am

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
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
10:00am
- 10:15am
BREAK

Costa Del Sol Foyer (IN-PERSON ONLY)
10:15am
- 10:55am

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 (@jessicashogue)
General Manager, Measurement and Analytics Innovid
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
10:55am
- 11:35am

SEEHER IN SPACE

How do you tell a story that's never been told before? When Shift4 Payments tapped Known to help develop the branding and comprehensive marketing for Inspiration4, the first all-civilian mission to space, a historic moment unfolded. What started as a Super Bowl Commercial directed by Bryce Dallas Howard fueled an opportunity for innovation, shaped by inclusive creative, powerful storytelling and purpose-driven marketing – all while raising $200 million for St. Jude Children’s Hospital. A story of hope, curiosity, and human achievement, the campaign gave civilians for the first time an opportunity to go where they've never been. In partnership with the SeeHer movement, this session will demonstrate the power and potential for young women to see that anything is possible – even that the sky is not the limit.

Sarah Grover
Fractional CMO & Independent Board Member Shift4 Payments (NYSE: FOUR)
Mark Feldstein
Partner & Co-President Known Studios
View Event Recap and Related Materials
Costa Del Sol A-D (HYBRID)
11:35am
- 11:40am

CLOSING REMARKS

Costa Del Sol A-D (HYBRID)
11:40am Conference Adjourns for In-Person Attendees

Costa Del Sol A-D (HYBRID)
11:40am
- 12:00pm
BREAK

(VIRTUAL ONLY)
12:00pm
- 2:30pm
Conference Continues Virtually For All Attendees

(VIRTUAL ONLY)
12:00pm
- 12:01pm

OPENING REMARKS

Leah Marshall
Director, Influencer Marketing ANA
12:01pm
- 12:41pm

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 (@rishad)
Restoring the Soul of Business: Staying Human in the Age of Data Author
View Video and Presentation
(VIRTUAL ONLY)
12:41pm
- 1:13pm

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 e-commerce and brick and 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 (@soyonyc)
CMO Eos
View Event Recap and Related Materials
VIRTUAL ONLY
1:13pm
- 1:56pm

THE DIGITAL TRANSFORMATION OF AN ICONIC BRAND

Over the last 62 years, Little Caesars has grown from a single store in Detroit to the third largest pizza chain in the world. During that time, the brand has established its personality, beloved character and tagline (pizza! pizza!) through memorable - and slightly off-center - advertising. But as consumer behavior shifted, Little Caesars needed to take a fresh look at how they engaged customers in a category with very little loyalty when it comes down to purchase decisions. Social currency needed to be the focus - after all, pizza is the most social food in the world. Enter a new marketing chief and a new creative agency - hear why the brand evolved from creating content to creating conversations, and how that has had a significant impact on the business over the last 18 months.

Jeff Klein
Chief Marketing Officer Little Caesars
Joe Maglio (@JosephRMaglio)
CEO McKinney
View Video and Presentation
(VIRTUAL ONLY)
1:56pm
- 2:18pm

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
View Presentation
(VIRTUAL ONLY)
2:18pm
- 2:19pm
Virtual Conference Adjourns

(VIRTUAL ONLY)
2:25pm
- 2:30pm

CLOSING REMARKS

(VIRTUAL ONLY)

About  |  Agenda  |  Speakers  |  Resources  |  Sponsors