Stop Chasing Novelty: Why the Strongest Brands Build Creative Assets That Compound (In-Person Only)

Marketing has mistaken novelty for growth.

The brands creating the most value aren’t defined by how many campaigns they launch, but by how well their ideas endure—becoming more recognizable, more emotionally resonant, and more valuable over time.
Every ad, social post, creator collaboration, retail experience, and AI-generated execution either reinforces the brand in memory or weakens it. The difference compounds.

The strongest brands don’t constantly change what people remember. They strengthen it. Through consistent, emotionally engaging creative, they build memory structures that drive recognition, preference, and long-term brand value.

This ANA gathering explores how creativity becomes a compounding asset—and why the most valuable brands are built not on novelty, but on what they make impossible to forget.

when

Start: Thursday, October 15, 2026 at 9:00am

End: Thursday, October 15, 2026 at 3:00pm

WHERE

Kohl's, Inc.
N56 W17000 Ridgewood Drive
Menomonee Falls, WI 53051

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $299	Silver Tier $399	Nonmember N/A

For issues processing your registration or to ask further questions about this event, please contact [email protected]

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, October 15, 2026
9:00am - 9:30am	BREAKFAST & NETWORKING
9:30am - 9:40am	OPENING AND WELCOME FROM KOHLS
9:40am - 10:15am	THE COMPOUNDING EFFECTS OF QUALITY AND CONSISTENCY The most consistent brands make more effective advertising. System1's Josh Fruttiger explores the keys to creative quality and consistency and its compounding effects. He also reveals a new brand metric, the Creative Consistency Score (CCS), based on System1's analysis of 80 brands in the IPA Effectiveness Databank and 136 brands in the Effie Insights' Library for 13 consistency features over 5 years, and their Test Your Ad performance with real consumers. Josh Fruttiger VP of Strategy, Global Partnerships System1
10:15am - 10:50am	SESSION 2
10:50am - 11:10am	NETWORKING BREAK
11:10am - 11:45am	SESSION 3
11:45am - 12:20pm	SESSION 4
12:20pm - 1:20pm	LUNCH
1:20pm - 1:55pm	SESSION 5
1:55pm - 2:30pm	SESSION 6
2:30pm - 3:05pm	SESSION 7
3:05pm - 3:10pm	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.