Driving Brand Growth Through Purpose @ Anomaly

This event is over.

Today’s leading brands seek a higher purpose than profit: to play a larger role in consumers’ lives and in society as a whole. By aligning around a meaningful purpose, these brands are best positioned to build a more emotional and lasting relationship with customers, hire and retain high-quality talent, and drive sustained growth — all while making a positive impact on the world. In fact, purpose-led brands have seen their brand valuation increase by 175 percent over the past 12 years, compared to a median growth rate of 86 percent, according to Kantar Consulting’s “Purpose 2020” report.

At this exclusive members-only conference, learn why being a force for good can be a game-changer in a competitive marketplace, and hear how top client-side marketers are bringing purpose to life as part of a business-wide strategy to drive brand trust, sales, and growth. This one-day event is critical for any marketer seeking insights, guidance, and lessons learned on the power of purposeful marketing.

 


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, May 21, 2019
8:15am
- 9:00am
Breakfast

9:10am
- 9:20am

OPENING REMARKS

Bob Liodice
CEO ANA
9:20am
- 10:00am

NEWYORK-PRESBYTERIAN: WHERE AMAZING HAPPENS

For nearly 250 years, NewYork-Presbyterian Hospital has been a force for progress and well-being in the communities it serves. Named New York’s top-rated hospital by U.S. News and World Report for 18 straight years, NewYork-Presbyterian is a world-class healthcare system uniquely tied to two renowned Ivy League universities: Cornell and Columbia. In this session, learn how the hospital brings its purpose to life through inspiring marketing and communications to connect with patients and consumers, doctors, employees, and local communities.

Hernando Ruiz-Jimenez
Chief Marketing Officer NewYork-Presbyterian Hospital
View Event Recap
10:00am
- 10:40am

ESTABLISHING BRAND RELEVANCE THROUGH PURPOSE

At a time when several long-established brands have struggled to connect with today’s consumer, 163-year-old Orvis has remained relevant by increasing its investment in purpose-driven initiatives. From offering free fly-fishing classes to developing programs aimed at attracting more women to the sport to committing 5 percent of pre-tax dollars to conservation, Orvis has established a more meaningful brand position to flourish in the digital age. In this session, learn how the oldest mail-order outfitter and longest continually operating fly-fishing business in the U.S. has evolved its business model to reach consumers across generations in new ways and in new places.

Simon Perkins
Chief Operating Officer Orvis
View Event Recap
10:40am
- 11:05am
Networking Coffee Break

11:05am
- 11:45am

HOW INSIGHTS DRIVE PURPOSE AT PEPSICO

It’s no longer a big industry secret, or a closely guarded marketing play, that consumers buy brands with a meaningful societal purpose. Using data-driven insights to unlock that purpose has never been more important. Through “Winning with Purpose,” an enterprise-wide purposeful positioning initiative, PepsiCo is building sharply defined, broadly appealing brands that authentically deliver brand-forward experiences in the moment and beyond. In this session, hear how insights drive this important work for the global company with a suite of billion-dollar brands and consumer touchpoints.

Emma de Szoeke
Senior Vice President, Insights and Analytics PepsiCo
11:45am
- 12:15pm

THE TRUTHS ABOUT BRAND PURPOSE

More businesses now understand the potential power of building a purpose-driven brand. But is it right for all brands? What are the difficult choices that need to be made, the dos and the don'ts? What are the obligations that need to be met? In this tightly focused panel discussion, leading client-side marketers share their views and insights on these critical questions and others to help guide brands aspiring to make a difference through purpose.

Moderator: Carl Johnson
Founding Partner and Executive Chairman Anomaly
Andrea Brimmer
Chief Marketing and PR Officer Ally Financial Inc.
Sophie Kelly
Senior Vice President, North America Whiskeys Diageo
View Event Recap
12:30pm
- 1:30pm
Luncheon

1:30pm
- 2:10pm

BRINGING PURPOSE TO DISABLED AMERICAN VETERANS

As the global community works together to address and overcome today’s many challenges, alliances between nonprofits and for-profits have never been more important. With nearly 1.3 million members, DAV (Disabled American Veterans) is dedicated to a single purpose: to empower veterans to lead high-quality lives with respect and dignity. Hear how DAV has partnered with the corporate community to ensure our disabled veterans get the resources and assistance they need in life for the great sacrifices they made for the country.

Brian Cowart
Chief Development Officer DAV (Disabled American Veterans)
View Event Recap
2:10pm
- 2:50pm

TWITTER’S ROLE IN ADVANCING BRAND PURPOSE

Twitter is universally recognized as a platform for activism, social change, and amplifying a message. In fact, its purpose is to “serve the public conversation.” In this session, learn about the disproportionate reaction Twitter’s audience has when brands launch purpose-driven communications and connect their purpose to what’s happening in culture. Also, hear about the strategies and business impact of purpose-driven campaigns from brands like Gillette, Microsoft, Patagonia, and Nike, as well as social movements like #MeToo and #March4OurLives, providing a tangible framework for connecting brand purpose with audiences on Twitter.

Alex Josephson
Head, Global Brand Strategy Twitter
View Event Recap
3:00pm End of Sessions

3:00pm
- 5:00pm
Cocktail Reception


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.