Disney presents Creativity and Emotion in Marketing hosted by Fordham University (In-Person Only)

This event is over.

Join the ANA Educational Foundation (AEF) and Disney, AEF’s Masters on Campus Talent Partner, on Thursday, March 23, 2023 for an in-person conference to hear from top minds in creativity and emotion in marketing hosted by Fordham University’s Center for Positive Marketing. Learn how brands are harnessing joy and happiness to drive growth after the past few difficult years. Join us on the Lincoln Center campus as we hear actionable takeaways and insightful case studies on how top brands are improving their effectiveness through creativity and emotion.

Please note: Proof of COVID vaccination (including booster) will be required while in campus facilities.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, March 23, 2023
8:30am - 9:00am	SIGN-IN & BREAKFAST
9:00am - 9:10am	OPENING REMARKS Prof. Dawn Lerman Executive Director of the Center for Positive Marketing Fordham University
9:10am - 9:55am	MINI: THE ONLY CAR THAT COMES STANDARD WITH FRIENDS MINI fosters a community around events, rallies and owner videos. Learn how MINI has built a strong brand personality which makes “fun” the #1 reason for purchase. Patrick McKenna Head of Marketing, Product and Strategy MINI USA View Presentation
9:55am - 10:40am	DATA DOESN'T MAKE DECISIONS (SAY WHAT?@#$@#%@!): A LOOK AT HOW ONE CHALLENGER BRAND REBUILT THEIR BUSINESS BASED ON KNOWLEDGE NOT NUMBERS In the era of "big data" many brands become "spreadsheet-lazy" when it comes to developing a true understanding of their brand, their consumer experience and critically, what it takes to drive sustained success. This session will explore how Pearle Vision, a true challenger brand continues to drive an unprecedented level of success through its focus on activating against insights that in some cases went against what the data said to do. Doug Zarkin VP, CMO Pearle Vision EssilorLuxottica
10:40am - 11:00am	NETWORKING COFFEE BREAK
11:00am - 11:45am	THE WORLD’S MOST MOVING ADVERTISING: HOW COLDWELL BANKER REAL ESTATE USES EMOTION TO MAKE PEOPLE MOVE How do you market the world’s most valuable product? Not in dollars and cents, but in memories and moments. Learn how Coldwell Banker Real Estate industry-leading advertising campaigns appeal to the emotional and rational aspects of home buying and selling through powerful connection to what matters most to their audience. Victoria Keichinger VP, Brand Marketing Coldwell Banker View Presentation
11:45am - 12:30pm	ESPN: A JOURNEY AT THE TOP OF SPORTS MEDIA Learn how ESPN has cultivated a relationship with sports fans through the years. Seth Ader VP, Brand Marketing ESPN View Presentation
12:30pm - 1:30pm	LUNCH
1:30pm - 1:45pm	HOW THE INDUSTRY CAN BETTER MARKET MARKETING AEF is launching the 'You Might Be A Marketer' campaign on campus to show that the skills students need for a successful career aren't totally unfamiliar to them. Gord McLean President & CEO ANA Educational Foundation View Presentation
1:45pm - 2:30pm	WE ARE THE NEW YORK LIBERTY: RECOGNIZE WHAT MAKES US L.O.U.D. The New York Liberty, founded in 1997, is an original WNBA franchise. Based in Brooklyn, the players are the heart of the team, while their fans are the reason why they’re here. When they celebrate moments they must keep both key elements in mind. The Liberty’s language is designed to perfectly balance form and function. They empower the fan by informing them. They empower the player by putting them in spotlight. In this session, learn how the New York Liberty use storytelling to drive impact. Shana Stephenson Chief Brand Officer New York Liberty View Presentation
2:30pm - 3:15pm	göt2b HAIR BRAND CELEBRATES UNAPOLOGETIC SELF-EXPRESSION The göt2b brand stands for unapologetic self-expression and encouraging consumers to express themselves freely embodied by our tagline of “BE WHOEVER YOU WANT 2B.” Our research has uncovered that social media is a leading contributor towards low self-esteem and poor body image. göt2b wanted to find a way to authentically identify with our consumers and educate them on the importance of kindness and accepting others. We partnered with our global youth charity partner DITCH THE LABEL to bring our community stories of how everyday heroes have overcome obstacles and gained their confidence! We leaned into cutting edge technology and created a virtual göt2b Metaverse environment to host our 1st ever göt2b VIRTUAL SELF-EXPRESSION SUMMIT on “Stop Cyberbullying Day”. Our objective was to create a safe space that celebrates individuality, promotes acceptance, and drives engagement and brand equity by raising awareness on real topics that impact our diverse consumer population. Melinda V. Johnson Director, Marketing – Hair Henkel Consumer Brands, NA View Presentation
3:15pm - 3:25pm	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.