Coverage of the ANA Masters of Marketing Conference

The principles of marketing, technically, are no different for B2C and B2B customers. In this session, BD's Tony Ezell shared why he believes B2B brands must continue to drive an integrated brand architecture strategy to drive growth.

Fueled by the belief that creativity is a life skill that allows kids to reach their full potential, Victoria Lozano, EVP of marketing at Crayola, illuminated how the brand skillfully combined marketing instincts and authentic consumer insights to reframe its marketing strategy and identify new ways to draw consumers into a purpose-driven marketing campaign.

To drive market and brand growth, Crayola is focusing on making creativity turnkey for parents and caregivers.

In this video, Victoria Lozano, EVP of marketing at Crayola, illuminated how the brand skillfully combined marketing instincts and authentic consumer insights to reframe its marketing strategy and identify new ways to draw consumers into a purpose-driven marketing campaign.

Shakir Moin shared Coca-Cola's journey to transforming its marketing with its portfolio of brands. This journey has led to a rapid shift to digital, an ethos anchored in winning consumer behavior (and not only hearts) and leveraging the company's network as a competitive advantage.

The fundamentals of brand building remain constant, but how we build brands constantly changes. With all the disruptions that are reshaping how consumers engage with, experience, and buy brands, it's time to reset the bar on creativity for growth.

The fundamentals of brand building remain constant, but how we build brands constantly changes. In this video, learn why it's time to reset the bar on creativity for growth with all the disruptions that are reshaping how consumers engage with, experience, and buy brands.

Google explored the origins of racial bias in camera technology and discussed how it’s improving image technology to be more equitable for people of color.

In this video, Google explored the origins of racial bias in camera technology and discussed how it’s improving image technology to be more equitable for people of color.

ANA CEO Bob Liodice delivered the opening remarks of the 2023 ANA Masters of Marketing Conference.

Following the one-year anniversary of "Hilton. For the Stay," Mark Weinstein, CMO of Hilton, shared what it takes to rebrand a legacy company, the importance of rallying efforts under a single focus that's differentiated, credible, and ownable, and the lessons learned along the way.

In this video, Mark Weinstein, CMO of Hilton, shared what it takes to rebrand a legacy company, the importance of rallying efforts under a single focus that's differentiated, credible, and ownable, and the lessons learned along the way.

To rebrand itself in a travel industry that was a sea of sameness, Hilton chose the path of disruption versus optimization.

Growing markets is the highest order ambition for brands.

Mars Wrigley's North American CMO Gabrielle Wesley went behind the curtain to share how strategic, purpose-driven brand evolution, including a monumental transformation of the legendary M&M'S brand.

Consumer obsession has been key to driving relevance for Mars Wrigley’s iconic snack brands.

In this video, Mars Wrigley's North American CMO Gabrielle Wesley went behind the curtain to share how strategic, purpose-driven brand evolution, including a monumental transformation of the legendary M&M'S brand.

In his presentation at the ANA’s 2022 Masters of Marketing Conference, Marc Pritchard, chief brand officer at The Procter & Gamble Company, declared that the greatest opportunity for business growth is engaging multicultural segments, a market that has over $5 trillion of buying power.

The war launched by Russia in Ukraine has not only changed the lives of Ukrainians, but also shook the world order, influencing businesses on a large scale. In this video, learn why getting back to business as usual not an option.

The war launched by Russia in Ukraine has not only changed the lives of Ukrainians, but also shook the world order, influencing businesses on a large scale. In this session, learn why getting back to business as usual not an option.