ANA Brand Innovation @ Anheuser-Busch presented by Pinterest (Members Only Conference)

Marcel Marcondes

U.S. CMO Anheuser-Busch

ANHEUSER-BUSCH’S AGILE MOONSHOT: TRANSFORMING INNOVATION TO LEAD FUTURE GROWTH

Over a 25 year period between 1982-2007, Anheuser-Busch was the undisputed growth champion in the U.S. market, reaching an enviable leadership position through creativity and innovation. But over the past decade, growth slowed in the face of changing market dynamics. With a new vision to lead future growth, A-B is placing renewed emphasis on innovation and using an agile development process to turn insights into action in record time. In this session, Jake Kirsch, A-B’s VP of innovation will discuss their new model and the opportunities and challenges deploying Agile in a large company.

Jake Kirsch

Vice President, Innovation Anheuser-Busch

CROCS: HOW ACTIVATING LOYALISTS REINVIGORATED A GLOBAL BRAND

After explosive growth in the 2000s, Crocs’ iconic clog had become a cultural phenomenon. Consumers around the world knew of Crocs, but by 2015 brand metrics and growth had stagnated.  Leadership was challenged with reinvigorating the brand. Crocs tapped brand ambassadors to create engaging content and exciting new products were launched in a powerful way across all channels.  Content creators and influencers were used to help convey various messages, and introduced fans to new products and campaign messaging. The Audience Lens led to an unprecedented social response and the company was able to unleash millions of loyalists and a brand love that, while always in existence, remained largely untouched.  As a result, Crocs improved brand desirability and esteem and more than doubled the stock price in the last 12 months.

Terence Reilly

Chief Marketing Officer and Senior Vice President Crocs, Inc.

WOW NO COW - LAUNCHING A NEW SEGMENT IN A HIGH-GROWTH CATEGORY WITH OATLY

Founded back in the 1990s based on Swedish food technology research, Oatly patented enzyme technology turns fiber rich oats into nutritional liquid food. In this session, Mike Messersmith, General Manager, U.S. at Oatly will share insights into how the company approached their brand launch in the U.S. market by seeding quality trial and a distinctive brand positioning within a hyper-competitive, high-growth CPG category.

Mike Messersmith

General Manager, U.S. Oatly

THE POWER OF PLANNING: HOW HELLOFRESH IS MAKING DINNER AN EXPERIENCE

As consumer behavior continues to shift, how do subscription model brands evolve and innovate to stay relevant in a crowded marketplace? Join Pinterest’s Meredith Guerriero as she sits down with Ankit Khemka of meal-kit company HelloFresh to discuss how the direct to consumer brand meets the needs and expectations of customers both online and in homes across the world.

Meredith Guerriero

U.S. Head, Partnerships Pinterest

THINX: "PEOPLE WITH PERIODS" CAMPAIGN

This documentary and advertising campaign created by THINX, the innovative period solutions company, celebrates the depth and diversity within their community of people with periods. The surreal nature of the campaign's images represents the importance of shifting society's perspective regarding the menstrual experience — like normalizing the fact that some men have periods. In this session, Siobhan Lonergan, Chief Branding Officer of THINX, Inc., will discuss how the brand's creative approach underscores its core mission to empower every body.

Siobhán Lonergan

Chief Branding Officer THINX, Inc.

TAKING SMART BRAND RISKS AT KRAFT HEINZ

Kraft Heinz is known for its iconic brands like Kraft, Heinz, Capri Sun, Jell-O, Kool-Aid, Lunchables, Oscar Mayer, Philadelphia & Planters. SVP and Global Head of Brand & Capabilities Michelle St. Jacques will share insight on Kraft Heinz’s strategy for keeping their brands both relevant and top of mind by inserting itself into culture and tapping into conversations with the potential to get people talking. Learn how the company identifies how to tap into what is happening right now & invest behind ideas that have the potential to be explosive. 

Michelle St. Jacques

SVP, Head of Brand and Innovation U.S. Kraft Heinz Company