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All sessions listed below are in Eastern Time (ET).

TIME EVENT DETAILS LOCATION
Wednesday, June 16, 2021
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 Wednesday, June 16th, from 2:00 PM to 5:30 PM.

Majestic 1-4 (IN-PERSON ONLY)

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 quickly and effectively.

However, with over 7000 technology solutions currently available in the marketing technology landscape, this proliferation of “logos” demands that today’s modern marketing professionals develop a keen grasp on how to select and evaluate 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 selecting the best solution to drive marketing results and overall business success.

This highly engaging and interactive workshop will help participants understand the essential components of a marketing technology strategy, define how CMOs and other decision makers should engage in the technology roadmap and vendor selection process, and help marketing executives and teams assess their new and evolving role as a technologist within the enterprise.

Participants will leave with actionable concepts and tools they can immediately apply to real world situations, including aligning MarTech investment choices with the company’s customer experience strategy and digital execution. The workshop provides practical frameworks and models to understand and optimize marketing technology to enhance overall customer experience.

Mary Czarnecki
Co-founder MAC Marketing Partners
Majestic 1-4 (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
Majestic 5-8 (IN-PERSON ONLY)
6:00pm
- 7:00pm
Reception

Thursday, June 17, 2021
7:30am
- 8:30am
Breakfast

8:30am
- 9:10am

THE INTERSECTION OF MEDIA & INFLUENCER MARKETING

Please note that this session will be available for in-person attendees only.

According to a 2021 benchmark report, influencer marketing is expected to be a $13.8 billion industry this year with sixty-five percent of marketers having used it over the past 12 months. This interactive session, hosted by the head of the ANA’s influencer marketing practice, will explore the intersection of media and influencer marketing. Join us to discuss emerging platforms, measurement hurdles, trends, and what’s next for influencer.

Leah Marshall
Director, Influencer Marketing ANA
Majestic 1-4 (IN-PERSON ONLY)
9:15am
- 9:55am

CONNECTED TV (CTV)

Please note that this session will be available for in-person attendees only.

Connected TV (CTV) is exploding. eMarketer estimates CTV spending in the United States will grow 30 percent in the next year and double by 2025. Cancer Treatment Centers of America has used CTV to reach prospective patients by providing them with information regarding cancer-only hospitals in their region, resulting in a cost per conversion of 60 percent lower than the campaign target. This interactive session will discuss key issues in CTV including making sense of a complicated landscape, optimizing creative, and measurement.

Ivan Stamenov
VP, Marketing Operations and Technology Cancer Treatment Centers of America
Majestic 1-4 (IN-PERSON ONLY)
10:00am
- 10:20am

OPENING REMARKS AND HOUSEKEEPING

Bill Duggan
Group Executive Vice President ANA
Mark Stewart
Senior Vice President, Media ANA
Majestic 1-4 (HYBRID)
10:20am
- 10:45am

EFFECTIVE MEDIA MANAGEMENT: THE KEYS TO BRAND GROWTH

As Chief Executive Officer of the ANA, Bob Liodice has a big view of marketing and media. While advertisers continue to allocate the largest part of their marketing investments to media, no area of marketing continues to evolve as quickly and dynamically as media. In Bob’s own words, “As the media ecosystem continues to fracture, fragment, and increasingly becomes more complex and opaque, the effective management of media holds the keys for brand and business growth”. In this session, Bob will share his thoughts on 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 media industry to the benefit of those who fund it, the advertisers. 

Bob Liodice
CEO ANA
Majestic 1-4 (HYBRID)
10:45am
- 11:20am

OPENING KEYNOTE

Marc Pritchard is delivering the opening keynote for the ANA Media Conference for the fifth consecutive year. Last year, Marc advocated that it’s time to step up and use our voice in media “as a force for good and a force for growth.”  Stay tuned for details of Marc’s content for this year’s event.

Marc Pritchard
Chief Brand Officer Procter & Gamble
Majestic 1-4 (HYBRID)
11:20am
- 11:55am

ADVERTISING AS A SERVICE TO THE CONSUMER

Shenan Reed has a passionate perspective that advertising, when done right, is a service to the consumer. Advertising shouldn’t be rude, an interruption or a bother. Rather, advertising should be genuine, timely and additive. The marketer has the responsibility to the consumer for placing its advertising at the right time, in the right place, with the right message. That is easier said than done. L’Oreal is striving to achieve this in multiple ways – leveraging first-party data smartly to be relevant; using influencers and creators to be organic and authentic; employing ad units that are not interruptive.  All that helps elevate creative and respects privacy, while providing a true service to the consumer.

Shenan Reed
Senior Vice President – Head of Media L’Oreal USA
Majestic 1-4 (HYBRID)
11:55am
- 12:30pm

THE TV EVERYWHERE APPROACH: PLAYING A DIFFERENT GAME TO REACH YOUR TOTAL AUDIENCE

With media consumption across all platforms changing rapidly, how can brands efficiently and effectively be everywhere their customers are consuming that media and their advertising messages?   This session will break down the changes in consumption, from who to how many, and share new strategies for reaching consumers in this new “lean up” video viewing environment.  It will demonstrate these tactics at work with a case study to show how a TV Everywhere approach empowers brands to complete their media campaigns and effectively reach a total audience.

Stacie Danzis
Vice President, Digital Media A+E Networks
Majestic 1-4 (HYBRID)
12:30pm
- 1:30pm
Luncheon

1:30pm
- 2:05pm

BLOOMIN’ BRANDS: PIVOTING TO A DIGITAL-FIRST MEDIA STRATEGY

Restaurants faced a special challenge in March 2020 as COVID-19 transformed life across the US.  Bloomin’ Brands, parent company of Outback Steakhouse, Bonefish Grill, Carrabba's Italian Grill, and Fleming's Prime Steakhouse & Wine Bar made the decision to keep all of their employees on payroll even as shutting down dining rooms fundamentally changed their business. Traditionally a very TV-heavy marketer, Bloomin’ Brands knew they needed to pivot. Quickly embracing a shift in media spend was fundamental to keeping sales from plummeting. In this session Bloomin’ Brands will share how they executed nearly 20 different pilots in 2020, and became a digital-first, e-commerce company within 12 months.

Jennifer Brink
Senior Director, Media Bloomin’ Brands, Inc.
Majestic 1-4 (HYBRID)
2:05pm
- 2:40pm

CONTENT FROM BEST BUY

Frank Crowson
Chief Marketing Officer Best Buy
Majestic 1-4 (HYBRID)
2:40pm
- 3:15pm

MEDIA KPIs THAT MATTER

Media KPIs have been identified by the ANA Media Leadership Growth Council as an area of keen interest due to the direct connection between KPIs and business results. Specifically, the group was interested in identifying the most used KPIs for media, the most important KPIs, and new/emerging KPIs.  Through both qualitative and quantitative research – and a list of 39 KPIs – we learned so much about metrics including unique reach, ROI/ROAS, brand safety, customer lifetime value, data source quality, conversion, attentive impressions, and more.

Charlie Chappell
Vice President – Media The Hershey Company
George Ivie
CEO and Executive Director Media Rating Council
Majestic 1-4 (HYBRID)
3:15pm
- 3:50pm

CONTENT FROM THE WALT DISNEY COMPANY

Details to come.

Majestic 1-4 (HYBRID)
3:50pm
- 4:30pm

THE ANA MEDIA LEADERSHIP GROWTH COUNCIL

The ANA’s focus on media, as part of the larger ANA Agenda, is one of our most important undertakings. Media is the most significant marketing investment for most advertisers, and it is the advertisers’ financial investments that fuels the media ecosystem, yet the advertisers’ agenda is not always prioritized over that of media owners, agencies, researchers, and vendors. The advertiser media community must take their industry back. To do so, the ANA is assembling an army of “Chief Media Officers” to bring the full force and voice of the marketer media universe to an agenda that breaks down the barriers to driving brand and business growth, unlocking billions of dollars in media effectiveness. In this session we will share the Media Leadership Growth Council agenda and priorities, the work being done, and how client-side media leaders can get involved with this important advertiser initiative.      

Mark Stewart
Senior Vice President, Media ANA
Majestic 1-4 (HYBRID)
6:00pm
- 7:00pm
Reception

7:00pm
- 9:00pm
Dinner

Friday, June 18, 2021
7:00am
- 8:00am
Breakfast

8:10am
- 8:50am

DIVERSITY IN THE MEDIA SUPPLY CHAIN – TOWN HALL

Please note that this session will be available for in-person attendees only.

The importance of supplier diversity for marketing/advertising has increased for almost 90 percent of marketers over the past year, according to new ANA research. For many companies, media is their most significant marketing/advertising expense. Yet finding diverse media suppliers can be a challenge. Meanwhile, this topic has been in the press quite a lot recently. This will be “town hall” discussion to share perspective and experiences in finding and working with diverse media suppliers.

Facilitator: Bill Duggan
Group Executive Vice President ANA
Majestic 1-4 (IN-PERSON ONLY)
9:00am
- 9:10am

OPENING REMARKS AND HOUSEKEEPING

Bill Duggan
Group Executive Vice President ANA
Mark Stewart
SVP, Media ANA
Majestic 1-4 (HYBRID)
9:10am
- 9:45am

THE THREE BIG HAIRY CHALLENGES FACING MARKETERS IN A COVID-IMPACTED DIGITAL WORLD

As Chief Innovation Officer and Co-founder of eMarketer, Geoff Ramsey is on the cutting edge of new research statistics, trends and best practices, covering every aspect of online marketing and media. In this session, Geoff will focus on the three “big hairy” challenges facing marketers in a COVID-impacted digital world:

  • Solving for Identity – When cookies are crumbling, Apple is restricting use of its IDFA and Google is taking an ax to behavioral targeting across the web, how will marketers achieve their goals for holistic marketing attribution?
  • The Streaming Wars will rage on, but who will be the winners and the losers, and will traditional television even survive?
  • Amazon is eating everybody’s lunch – and what does that mean for brand marketers, retailers and the tech titans it competes with?

Geoff Ramsey
Chief Evangelist and Co-Founder Insider Intelligence and eMarketer
Majestic 1-4 (HYBRID)
9:45am
- 10:20am

HOW AUTONATION USES DATA FOR A MORE RELEVANT AND OPTIMIZED CUSTOMER JOURNEY

AutoNation is America’s largest and most recognized automotive retailer; it’s a Fortune 500 company with over 21,000 associates and 315 locations from coast to coast. At AutoNation it’s “all about the customer” and customer data is the company’s most valuable asset as it fuels the customer journey and experience. The AutoNation marketing ecosystem leverages  1st, 2nd, and 3rd party data to personalize and deliver an optimized customer experience across an omnichannel media environment. 

Meghan Haslemann
Vice President, Customer Marketing AutoNation
Majestic 1-4 (HYBRID)
10:20am
- 10:55am

A TIDAL CHANGE IN CURRENCY: CONSUMER SHIFTS, IMPROVED TECHNOLOGY AND AN APPETITE FOR CHANGE

As an industry, for years we have been discussing a change in currency from age and gender to strategic audiences, attention and viewability, outcomes and much more. While discussions have happened, there has been very little movement to guarantees on other currencies. With supply continuing to dwindle in linear TV and fragmentation accelerating, combined with better data and technology, there has never been a better opportunity to evolve trading models to focus on effectiveness and outcome-based guarantees. In this session, Anheuser-Busch and dentsu will detail ways they have changed the guarantee parameters to deliver brand KPIs and help drive business outcomes, balancing efficiency and effectiveness.

Cara Lewis
Executive Vice President, Head of US Investment dentsu
Paolo Provinciali
Head of U.S. Media Anheuser-Busch
Majestic 1-4 (HYBRID)
10:55am
- 11:30am

CONTENT FROM BURGER KING

Details to come.

Jorge Luiz R. Oliveira
Director, Media & Social Channels BK US
Richard Guest
VP of Marcomm BK US
Majestic 1-4 (HYBRID)
11:30am
- 12:05pm

SESSION TO BE ANNOUNCED

Majestic 1-4 (HYBRID)
12:05pm
- 12:40pm

SESSION TO BE ANNOUNCED

Majestic 1-4 (HYBRID)
12:40pm
- 12:45pm

CLOSING REMARKS

Majestic 1-4 (HYBRID)
12:45pm Conference Adjourned

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