Media & Media Measurement 1-Day Conference (In-Person Only)

OPENING REMARKS & WELCOME

MASSMUTUAL’S MEASUREMENT MODEL EVOLUTION AND NHL SPONSORSHIP SUCCESS

Bridget Nelson

Head of Brand Measurement MassMutual

FROM HOW MANY TO HOW: INFLUENCER MARKETING AT SCALE

Brands are shifting billions into influencer marketing. Unilever recently announced moving 50% of its media budget to influencers. Yet the metrics used to justify those investments measure attention, not influence.

This session draws on a multi-year research program into influencer marketing effectiveness, including a large-scale typology study distinguishing content creators from self-journalists. Together, these findings reveal not just what brands are getting wrong in how they measure influencer ROI, but why the incentive structures of the influencer ecosystem make accurate measurement actively difficult.

Koen Pauwels

Associate Dean of Research / Distinguished Professor of Marketing Northeastern University / ex-Amazon Ads

BUILDING CULTURAL RELEVANCE THROUGH PRECISION MEDIA AND PERSONALIZATION

Today’s most culturally relevant brands aren’t built on scale alone—they’re built on relevance. In this session, Joshua Karpf shares how Dr Pepper is using precision media, meaningful personalization, and social-first storytelling to show up in the moments that matter. You’ll hear how these capabilities work best when orchestrated together—turning signals into relevance and relevance into cultural impact.

Josh Karpf

Senior Director, Integrated Media Strategy Keurig Dr Pepper

GLOBAL CHIEF MEDIA OFFICER KEYNOTE

Shenan Reed was appointed global chief media officer at General Motors in January 2024 to facilitate the expansion of GM’s worldwide advertising presence. She is a board member and Vice Chair of the ANA and Chair of the ANA Media & Measurement Leadership Council. The mission of the MMLC is to set the industry media agenda by identifying and solving important initiatives that unlock value for advertisers to accelerate growth. In this session, Shenan will share her views on the world of AI and implications for marketers and media professionals.

Shenan Reed

Global Chief Media Officer General Motors

BENEFITS AND OPPORTUNITIES OF ANA MEMBERSHIP

Learn about the ANA tools & resources you should be using; such as exclusive research, thought leadership whitepaper reviews and peer networks available to help marketers succeed.

Jason Trubowitz

SVP, Media & Measurement ANA

RETHINKING MEASUREMENT FOR MODERN MEDIA

As privacy shifts and channel complexity accelerate, many brands are rethinking how they prove growth and allocate investment. In this ANA Measurement Council educational session, Sonesta International Hotels—a challenger brand—and their agency partner Veridian will share a candid dialogue on evolving beyond traditional digital attribution models.

As Sonesta expanded channel and tactic diversity across experiential, social, and PR, existing attribution approaches struggled to fully reflect influence across the complete customer journey. They’ll discuss why they’re introducing Marketing Mix Modeling (MMM) to better quantify incrementality, compare performance across channels, and enable scenario‑based budget decisions. Attendees will leave with executive‑level takeaways on readiness, governance, and how MMM can work alongside in‑platform optimization to support smarter investment decisions.

Amanda Marcello

Vice President, Marketing Sonesta Hotels

PRINCIPAL MEDIA: THE EVOLVING LANDSCAPE AND INDUSTRY IMPACT

This session will explore the evolving role of principal-based buying in today’s media landscape, drawing on the ANA’s recently released report, The Continued Acceleration of Principal Media, and broader industry research. The discussion will focus on transparency and governance challenges, including limited visibility into agency profit, uncertainty if recommendations are in the client’s best interest, and the need for stronger guidelines/contractual protections. Jason Trubowitz from the ANA and Jay Pattisall from Forrester will share perspectives and practical guidance for marketers navigating this evolving space.

Jay Pattisall

Vice President, Principal Analyst Forrester

AGENCY TRANSITIONS - MANAGING EXPECTATIONS AND SETTING BOTH SIDES UP FOR SUCCESS

Pattie Reid will talk about how Helen of Troy, along with her experiences at other organizations, approaches and manages any issues associated with onboarding and building new brand client/agency relationships.

Pattie Reid

Director Experience Planning & Omnichannel Strategy Helen of Troy

AQUILA CROSS-MEDIA MEASUREMENT

Jed Meyer will share how Aquila, an industry leading marketer-led measurement initiative, is enabling true cross media planning through deduplicated reach and frequency across the walled gardens, digital and broadcast environments. Built on privacy safe, first party, tagless data, Aquila represents unprecedented collaboration among advertisers, platforms, and broadcasters.

Jed Meyer

Aquila LLC

DRIVING GROWTH WITH MEASUREMENT

Allie Fritz, Head of the Paid Social media team at Liberty Mutual, will share how her team's evolving measurement approach is transforming the way they interpret data, make investment decisions, and drive meaningful growth across their social portfolio.

Allie Fritz

Media Director Liberty Mutual's in-house media team - Bedloe Media

MEDIA BRIEFING BEST PRACTICES AND GUIDELINES

This session will highlight insights from the newly released Media Briefing Best Practices and Guidelines report, which reinforces the importance of clear, structured media briefs in driving stronger alignment, better campaign performance, and more effective planning. The discussion will also cover common risks associated with incomplete briefs and key best practices for developing more consistent and effective media briefs.

Jason Trubowitz

SVP, Media & Measurement ANA

CLOSING REMARKS