ANA Brand Activation @ Mastercard (Members Only Conference)

This event is over.


Tuesday, August 7, 2018
8:15am Breakfast

LL - Auditorium
9:00am Opening Remarks

LL - Auditorium

Impact Marketing

Today’s consumers believe brands have the power to change the world and millennials consider it their duty to make the world a better place. Not only do they want to see brands make an impact but they are eager to join in the conversation. This year, Mastercard launched the next evolution of the Priceless® campaign to inspire everyone to pursue their passions or purpose and Start Something Priceless. By leveraging this new platform, Mastercard is able to bring experiences to life in a meaningful way and give consumers opportunities to take part.

Cheryl Guerin
Executive Vice President, Marketing and Communications Mastercard
Sarah Ely
Jeff Swierk
Adrienne Jonas
Gregg Weiss
Christine Lustig
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Refinery29: How to Win in the Experience Economy

While brands have traditionally been content creators through traditional advertising, today they must also be cultural curators to help fuel conversations and build true brand affinity. With recent data revealing that 78% of millennials would rather spend money on experiences over products, brands are increasingly looking for ways to create narrative-driven, experiential moments that build more meaningful and emotional connections. In this session, Kelly Markus, vice president for experiential at Refinery29, will share learnings drawing on the brand’s work building its wildly popular 29Rooms experience. Merging the themes of mission, risk-taking, and authenticity, she will discuss how experiential delivers returns for brand partners that can help them meet key business objectives, catapult growth opportunities, and identify new audiences—a win for everyone.

Kelly Markus
Vice President, Experiential Refinery29
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10:40am Coffee Break

LL - Auditorium

Paid vs Owned

In today’s marketing and advertising industry, brands, clients and marketers  are having a difficult time determining the success of paid media campaigns. Whether traditional print & online publications or influencer-based programs, brands are struggling to produce the authentic results and engagement that they covet. In his presentation, Coltrane will examine the paid vs. earned marketing models, while providing a road map to building successful and organic campaigns that drive the results that brands need and the culture respects.

Case Studies; Absolut, Heineken, W Hotels, Nike, and more

Coltrane Curtis
Founder and Managing Partner Team Epiphany
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11:40am Lunch

West Artium

Bringing LEGION to Life

In this session, Sara Mald, VP of Integrated Promotions at FX Networks and Anthony Larrisey, Principal/Creative Director at Industria Creative, will share how they launched the hit TV series Legion Seasons 1 and 2 through multi-city experiential campaigns that featured global artistic talent and unique technology. Learn how the primary character in the series, David Haller, is brought to life through integrated marketing activations activations where fans were literally able to step into the mind-blowing universe Executive Producer Noah Hawley created. FX Networks has set a new precedent in exceptional programming, and through this presentation Sara and Anthony will help us to better understand why consumers watch, connect and want more.

Sara Mald
Vice President, Integrated Promotions FX Networks
Anthony Larrisey
Principal and Creative Director Industria Creative
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Presentation from Anheuser-Busch and Octagon

Hear from Head of Experiential Marketing at Anheuser-Busch InBev Eelco van der Noll and Octagon EVP Andre Schunk on how one of the largest global brands leverages their partnerships to generate content and consumer experiences on the world’s biggest stages. Fresh off the 2018 FIFA World Cup, Eelco van der Noll and Andre Schunk will share insights and strategies on promoting multiple brands within a portfolio, building additive experiences around “bucket-list” events, and building memorable and shareable hospitality moments. The pair will also speak to how their teams wove property expertise into all new technology applications allowing for instant content creation and seamless guest management.

Andre Schunk
Executive Vice President Octagon
Eelco van der Noll
Head, Experiential Marketing Anheuser-Busch InBev
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2:10pm Networking Coffee Break

LL - Auditorium

LA Zoo Grabs Attention and Attendance with Holiday Lights Experience

The Los Angeles Zoo wanted to grow membership and attendance at a crucial time when the holidays distract people from their core mission. They created the Holiday Light Experience with their agency utilizing the latest technology driving buzz and growing their audience.

Lisa O'Keefe
Director, Partner Development GES Events
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3:15pm Conference Adjournment

LL - Auditorium

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.