Innovation Day @ Be The Match (Members Only Conference) Presented by AppNexus

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In today’s day and age, innovation is an important ingredient to marketing a brand. Marketers are always looking for new ways to reach customers, develop new products, in order to differentiate their brand from the competition. Innovation is not just about seeking out a new product or service, but also looking at ways to renew or revive efforts.

Join us at Be The Match to hear success stories in marketing innovation and network with other regional marketers. This complimentary members only conference will showcase leading marketers representing a diverse array of industries discussing how they used innovation to navigate through their challenges, differentiate their brands, and leave a lasting impression with consumers.

 

Parking is available in lots around Be the Match, please follow this map for directions as well as pricing comparisons.

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Agenda

* Indicates that the speaker has approved sharing their presentation on the password-protected, members-only section of the ANA website

^ Indicates that the speaker has consented to the creation of a Post Event Recap (event recaps are an executive summary of the presentation in paragraph form along with audience Q&A)

TIME EVENT DETAILS LOCATION
Thursday, September 8, 2016
8:15am Breakfast

9:00am General Session

BE THE MATCH: LIFE-SAVING INNOVATION

Be The Match®, operated by the National Marrow Donor Program® (NMDP), is a nonprofit organization that’s dedicated to helping every patient get the life-saving marrow transplant they need.  As trusted leaders in advancing treatments for those facing life-threatening blood cancers, they provide the ground-breaking research, innovative technologies, patient support and education that save lives.  In this session, Amy Ronneberg, CFO of Be the Match, will describe how the organization has identified new audiences and opportunities for product innovation in the Cellular and Bio therapies space, combined with how the industry is innovating as a whole.  Even the non-scientifically inclined will walk away with relevant learnings on how companies in any sector can be more innovative.

Amy Ronneberg *^
CFO National Marrow Donor Program (Be the Match)

PURINA FEED GREATNESS: RE-LAUNCHING A PURPOSE-DRIVEN BRAND ACROSS B2C AND B2B CHANNELS

Purina Animal Nutrition LLC is a subsidiary of Land O’Lakes, headquartered in Minneapolis, Minnesota.  Passion for animal excellence defines our animal nutrition business—and the people who bring it to life.  With more than 24,000 scientific studies under our belts, we are driving innovation, expertise and quality in everything we do.  Our customers know they are feeding their animals the very best.  Purina Feed Greatness re-launched the brand by focusing on purpose and leveraging digital marketing to engage ranchers, back yard chicken owners, and horse enthusiasts.

Kristina Burns ^
Integrated Marketing Director Purina Animal Nutrition
10:50am Coffee Break

11:10am General Session Cont.

INNOVATION IN BRAND BUILDING: HOW CARGILL IS CREATING A GLOBAL BRAND PROMISE AND EXPRESSION

As the largest private company in the US, Cargill is committed to its purpose of being the global leader in nourishing people.  For more than 150 years, Cargill has delivered food, agriculture, financial and industrial products and services across the globe.  Building the first-ever global Cargill brand promise and expression has been a strategic way to capture and express what it means to partner with Cargill.  With nearly 150,000 employees in 70 countries, it is critical that the brand be globally consistent, yet locally relevant to both employees and stakeholders.  Hear Paul Hillen, Vice President Global Marketing share the story of how Cargill developed and aligned a global brand behind a consistent promise designed to engage customers and help them win.

Paul Hillen *^
Vice President, Global Marketing and CMO Cargill

HORMEL FOODS ‘PROJECT SPAMMY’: A SOCIAL INNOVATION STORY

While presenting at the Davos conference in 2008, Bill Gates expressed the following thoughts to the attendees: "I hope corporations will consider dedicating a percentage of your top innovators’ time to help people left out of the global economy.  This kind of contribution is much more powerful than simply giving away cash, or offering your employees time off to volunteer."  In 2008, Hormel Foods President and CEO presented this precise challenge to Hormel Foods Corporate Innovation.  Where could Hormel Foods make a real and sustainable difference?  From the start, the vision was crystal, specifically, go deep, not wide.  From this initial conversation, Project SPAMMY emerged.  Project SPAMMY is a philanthropic project that today is helping 9,000 families and nearly 30,000 children in Guatemala with a culturally relevant and tasty solution to malnutrition.  During the past four years, 18 educational centers have been opened in Guatemala by Hormel employees, family and friends.  Employees must pay for their airfare and take personal vacation in order to participate.  It's an inspiring story that captures the core essence of Bill Gates’s comments.

Dan Hernández
Corporate Innovation Hormel Foods
12:50pm Luncheon

1:50pm General Session Cont.

PREPARING FOR MARKETING'S PROGRAMMABLE AGE

As consumers become increasingly hyper-connected and cognitive technology capabilities approach star-trek boundaries, the convergence of these trends will create new opportunities for marketing and will call for a new kind of marketer.  In this session, AppNexus will share what lessons can be learned from the first wave of advertising technology innovations, and why taking more than your fair share of the advantages of the Programmable Age can be key to driving sustainable, successful marketing outcomes.

Michele Weber *^
SVP, Marketing AppNexus

U.S. BANK: BRAND TRANSFORMATION INNOVATION

U.S. Bank, one of the oldest, largest and most respected banks in the country, has ranked in the top 10 in the U.S. in terms of assets for many years, however, its brand value has never even approached a top 10 ranking (according to Brand Finance Forum). Recognizing a need to align its brand value with its business value, U.S. Bank recently completed a significant brand transformation in an effort to more effectively define what it stands for, create a desired brand experience based on that definition, and align that brand experience across every touch point. In this session, learn how U.S. Bank partnered with Little & Company, a Minneapolis-based branding agency, to define a new positioning for the brand and then design an entirely new look and feel. 

Kate Quinn ^
Executive Vice President of Strategy and Corporate Affairs U.S. Bank
Joe Cecere ^
President and Chief Creative Officer Little & Company
3:30pm VIP BREWERY TOUR AND TASTING

Following the conference, all attendees are invited to join us from 3-5pm across the street from the Be the Match offices, for a tour and complimentary tasting at the Modist Brewery/Tap Room.  Modist Brewing Co., one of the newest breweries to launch in the Twin Cities, is bringing an innovative spirit to the brewing industry. Equipped with a state-of-the-art brewhouse and a philosophy that’s grounded on creativity and unconstrained experimentation, Modist is aiming to revolutionize the brewing process and the entire beer experience.