Where Cultural Relevance Meets Brand Growth, Hosted by the McDonald's Corporation (In-Person Only)

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Brands that lead with culture win. As consumer expectations evolve, marketers must go beyond surface-level representation to craft culturally relevant strategies that drive authentic connections and measurable business impact. Those who embrace cultural intelligence are better positioned to build trust, strengthen loyalty, and unlock new avenues for growth.

Join leading marketers and industry experts for this in-person members only one-day conference exploring how brands are translating cultural relevance into measurable growth. Through compelling case studies and real world insights, speakers will share how cultural understanding is shaping strategy, storytelling, partnerships, and innovation across today’s most influential brands.

Hosted by the McDonald's Corporation in Chicago, a brand that has long championed the power of culture and community, this event delivers a dynamic day of learning, inspiration, and connection with peers driving the future of culturally relevant marketing.

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, June 23, 2026
9:00am - 9:30am	NETWORKING BREAKFAST
9:30am - 9:55am	OPENING REMARKS AND ICEBREAKER Bernice Veloz Senior Director, Multicultural & Inclusive Marketing ANA
9:55am - 10:30am	CULTURE AT THE CORE: HOW MCDONALD’S TURNS INSIGHT INTO IMPACT McDonald’s will share how it embeds cultural intelligence into its marketing ecosystem, translating deep consumer insights into campaigns and experiences that resonate authentically with diverse audiences and drive sustained brand growth. Heather Woodard Director, Brand Partnerships & Experiences McDonald's Mehreen Hussain Director, Audience Marketing Strategy McDonald's
10:30am - 11:05am	FROM PURPOSE TO PERFORMANCE: KRAFT HEINZ’S CULTURAL APPROACH FOR GROWTH In this fireside chat, Kraft Heinz will explore how it integrates cultural relevance into brand building and innovation, demonstrating how purpose-driven strategies can deepen consumer connection while delivering measurable business results. Moderated by: Susette Brooks Director, Inclusive Marketing Penguin Random House Panelist: Dominique Robinson Senior Manager, IMPACT Kraft Heinz Company
11:05am - 11:20am	NETWORKING BREAK
11:20am - 11:55am	THINK LIKE A DISRUPTOR: CULTURAL RELEVANCE AND GROWTH IN THE AGE OF AI The rise of AI and the democratization of information have accelerated disruption and lowered barriers to entry, enabling challenger brands to grow rapidly. Using the baby and child care category as a lens, this session explores how Kimberly-Clark, as a legacy brand, responds by embracing a disruptor mindset centered on innovation, cultural relevance, and cultural intelligence to sustain competitive advantage in a rapidly evolving marketplace. Kenyata Martin Brand Growth and Innovation Lead – Baby and Child Care Kimberly-Clark North America View Presentation
11:55am - 12:30pm	CULTURE IN MOTION: TURNING CREATOR-LED NOSTALGIA INTO CONNECTION AND GROWTH Translating nostalgia into meaningful business impact requires more than looking back. It demands cultural fluency and the ability to activate communities in ways that feel authentic and current. In this session, Maya Hicks, Social and Creators Lead at Hasbro, will share how the brand taps into nostalgic IP and creator partnerships to drive connection, sustain relevance across generations, and convert cultural resonance into long-term brand growth. Maya Hicks Social & Creators Lead Hasbro View Presentation
12:30pm - 1:30pm	LUNCH
1:30pm - 2:05pm	FROM INSIGHT TO INTIMACY: HOW BRANDS BUILD TRUST THROUGH COMMUNITY PROXIMITY Building trust requires more than reaching consumers—it requires showing up in meaningful ways, listening intentionally, and creating authentic connections that foster a sense of belonging. In this panel discussion, leaders from Western Union, Thank God It's Natural (TGIN), Salesforce, and Eventnoire will explore how brands cultivate deeper relationships with communities through experiences, engagement, and cultural relevance. Moderated by: Isra Shatat Chief of Staff Eventnoire Panelists: Christopher Aubin Director, Paid Media Western Union Aris Singleton Chief Executive Officer Thank God It's Natural Tamika Smith Senior Operations & Creative Coordinator, Strategic Events Salesforce
2:05pm - 2:40pm	INTERACTIVE SESSION: FROM CULTURAL RELEVANCE TO BUSINESS IMPACT Throughout the day, attendees will have explored how leading brands are translating cultural understanding into stronger consumer connections, greater trust, and measurable business growth. In this interactive closing session, participants will break into small groups for candid peer-to-peer discussions about the opportunities, challenges, and strategies shaping the future of multicultural and inclusive marketing. We'll explore questions such as: What does cultural relevance look like in today’s evolving marketplace? How are organizations embedding cultural intelligence into brand strategy, innovation, partnerships, and consumer engagement? What barriers still exist, and how are marketers demonstrating the business impact of this work? Designed to be collaborative and conversational, this session will provide an opportunity to exchange perspectives, share lessons learned, and compare approaches with fellow marketing leaders. Moderated by: Bernice Veloz Senior Director, Multicultural & Inclusive Marketing ANA Elliot Lum Executive Vice President, Community & Growth ANA
2:40pm - 2:55pm	CLOSING REMARKS Bernice Veloz Senior Director, Multicultural & Inclusive Marketing ANA
3:00pm - 4:00pm	TOUR AND CLOSING RECEPTION

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.