How Purpose-Driven Marketing Drives Change | 1-Day Conferences | ANA

How Purpose-Driven Marketing Drives Change

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Purpose is not a buzzword, platitude, tactic, or initiative. It is an organization’s North Star — its highest order — and must be foundational to all business functions, strategies, goals, and outcomes. Equally important, purpose must connect with stakeholders’ passions and expectations and convince them to contribute to making a difference alongside the organization. That’s the goal of purpose-driven marketing. Done authentically, it can create value and a positive image for a brand and help drive sustained growth. But it can be daunting, as evidenced by the rise of purpose-washing and subsequent stakeholder backlash. In a highly polarized world, brands must use marketing as a way to educate, bring people and organizations together, and drive change for the greater good. In this virtual members-only conference, presented by the ANA Center for Brand Purpose, learn how brands are tapping into purposeful marketing to more deeply connect with target audiences, address social causes, and build movements.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, April 30, 2024
11:00am
- 11:05am

OPENING REMARKS

Ken Beaulieu
EVP, Center for Brand Purpose ANA
11:05am
- 11:29am

FIRESIDE CHAT: DRIVING ACCESSIBILITY FOR ALL

During this provocative fireside, Purpose Worldwide founder and CEO, Lana McGilvray, who is also the co-chair of the ANA Brand Purpose Committee, will speak to XR Extreme Reach Chief Marketing Officer Meredith Brace about:
  • How XR is empowering over 1,300 of the top brands and entertainment studios in the world to leverage creative intelligence to drive impact, inclusivity and sustainability.
  • XR and P&G’s partnership to foster accessibility across the brand's global advertising
  • How all brands can achieve similar goals so we can drive a better industry together

Meredith Brace
Chief Marketing Officer XR Extreme Reach
Lana McGilvray
Founder and CEO Purpose Worldwide
View Video
11:29am
- 12:03pm

WE’RE NOT (ALWAYS) THE MAIN CHARACTER

Brand purpose can mean putting your purpose before your brand. Taking a backseat to what and who you serve and why you’re there. Who are the heroes in your brand’s story? Often, it’s not you, your logo, product features or your leadership. We’re turning the page on what you’ve learned about great marketing. In this session we’ll discuss how to cast your purpose into brand storytelling as the main character. 

Jen Leitman
Chief Marketing Officer OverDrive
View Event Recap and Related Materials
12:03pm
- 12:42pm

AT THE VANGUARD OF PURPOSE: WALKING THE TALK

Purpose-pioneer and author Thomas Kolster from Goodvertising sits down with Chief Global Engagement Officer at PANGAIA, Eva Kruse, to unpack how purpose is evolving. Challenger brands like PANGAIA are putting pressure on business-as-usual through bold missions combined with walking the talk. It's difficult to put one label on PANGAIA. It's a collective of scientists, technologists, and designers, it's a direct-to-consumer materials science company on a mission to save the environment through breakthrough innovations for everyday lifestyle products. And for the untrained eye, it might look like a fashion company. 

Eva Kruse
Chief Global Engagement Officer PANGAIA
Thomas Kolster
Founder & Creative Director Goodvertising Agency
12:42pm
- 1:17pm

GIRLS VS THE MACHINE

Did you know that “Sexy Girl” is the number 1 searched term on image banks? This is closely followed by “Hot Girl”. Companies, artists, and individuals around the world go to image banks every day to find photography for their ad campaigns, presentations, storyboards, and creative expressions. These images perpetuate biases, which perpetuates inequality. And when those images are tagged with words like “hot” and “sexy,” these images train algorithms to fuel those biases even further.

Jen Trainor (Chief Strategy Officer, Plan International USA) and Phil White Co-founder of Grounded, will share how thanks to a multi-award winning combination of research, strategy, and creativity they reframed the purpose and positioning of Plan International USA to engage more adolescent girls in a culturally relevant way - inspiring a campaign that helped secure brand partnerships and fight the dragons (in this case an algorithm!) that hold them back.

Jen Trainor
Chief Strategy Officer Plan International USA
Phil White
Co-Founder & Chief Strategy Officer Grounded World
View Event Recap and Related Materials
1:17pm
- 1:51pm

WILL THE DEI BACKLASH IMPACT HOW BRANDS UNLOCK THEIR PURPOSE?

Join Lan Phan in conversation with Mita Mallick, Wall Street Journal & USA Today Best Selling Author of Reimagine Inclusion: Debunking 13 Myths to Transform Your Conversation. Together, they will tackle what impact the DEI backlash will have on brands trying to unlock their purpose. They will share which brands they believe are continuing to be inclusive and staying true to their purpose. And those brands walking away from DEI efforts will be left behind by competition.

Lan Phan
Chief Community Builder community of SEVEN
Mita Mallick
Head of Inclusion, Equity and Impact Carta
View Event Recap and Related Materials
1:51pm
- 1:55pm

CLOSING REMARKS


Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.