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  • Building Trajectory from a Powerful Legacy — Positioning Martin Guitars for the Next 200 Years

     Conference Session Videos   September 13, 2023  

    In this video, Mike Nelson, VP of marketing at Martin Guitar and Jenn Szekely, president of Coley Porter Bell, unpacked the legacy brand's history and the journey that took place to refresh an already iconic brand. They provided a snapshot of the rebranding process and learnings, focusing on the creativity needed to successfully reposition this heritage brand.

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  • How Helping Up Mission Connected with a Hard-to-Reach Audience

     Conference Session Videos   September 13, 2023  

    In this video, Baltimore-based nonprofit Helping Up Mission shared its process for developing a campaign that raised awareness about its services, elevated the brand, and got help to people who needed it, even when they were hard to reach.

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  • The Great Divide — How AI Marketing Will Make Some Firms Dumber and Others Far Smarter

     Conference Session Videos   September 13, 2023  

    AI marketing both saves work and creates more work by suggesting new creative stimuli and communication paths to explore, each of which can offer more paths. In this video, Michelle Greenwald shared creative, non-obvious AI data sources, use cases, prompts, and resulting marketing applications.

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  • #SEEHERGREATNESS: Jumpstarting a Movement to Drive Change and Growth

     Conference Session Videos   September 13, 2023  

    In 2022, Buick set out to leverage their status as a longstanding partner with the NCAA to launch #SEEHERGREATNESS. In this video, learn the dos and don’ts for how to authentically connect with consumers and drive growth through thought-provoking marketing and grassroots dialogue.

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  • Engineering Curiosity in Creativity: How Exploration Fuels Innovation

     Conference Session Videos   September 13, 2023  

    From sparking curiosity through unexpected communication methods to nurturing it through digital content and offering augmented reality experiences, learn how The Shipyard, San Diego Tourism Authority, and Wanderlab effectively harnessed the power of curiosity to engage and captivate its target audience.

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  • The Need for Creativity in an Age of Disruption

     Conference Session Videos   September 13, 2023  

    Creativity is more than just bright colors and artistic expression. In this video, Shutterstock's Allison Sitzman presented a method to redefine our view of what exactly creativity looks and feels like.

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  • Scary Marketing Is Good Marketing: How Daring to Be Different Pays Dividends

     Conference Session Videos   September 13, 2023  

    In this session, Upwork’s Patrick Holly reviewed the strategic foundations of a daring campaign, what "daring" really means, and examples of how that has moved the needle for the brands he's worked with.

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  • Can a New Form of Creativity Help Close the Global Health Equity Gap?

     Conference Session Videos   September 13, 2023  

    In this video, Havas provides a lively introduction to Welltainment™: a new style of creativity to help bridge the global health equity gap through entertaining experiences that help people build a more authentic relationship with their health.

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  • The Business Case for Making “Good” Creative Work to Drive Growth

     Conference Session Videos   September 13, 2023  

    What makes creativity work? WARC shared some of the principles of creative effectiveness, developed from years of research across the world. This session will help you understand why creativity is so powerful, and how to maximize its commercial impact.

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  • Repositioning the Iconic La-Z-Boy Brand with Creativity and “Lazy” Brand Activations

     Conference Session Videos   September 12, 2023  

    In this video, Christy Hoskins, VP and CMO at La-Z-Boy Inc., shared how her 95-year-old brand has undergone a transformation, going from a sleepy legacy brand to one that is active, dynamic, distinctive, and appealing to modern audiences.

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  • How Slurpee is Building 7-Eleven’s Culture-First Approach

     Conference Session Videos   September 12, 2023  

    In this video, 7-Eleven shared highlights and learnings from its first-ever brand makeover, outlining how it has incorporated purpose, leveraged partnerships, and capitalized on niche cultural moments.

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  • Using Social Impact to Innovate Media Practices

     Conference Session Videos   September 12, 2023  

    In this video, the Boston Globe shared how it leverages multi-sensory story telling to engage and expand its subscription-base.

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  • Opening Remarks of the 2023 ANA Brand Activation & Creativity Conference

     Conference Session Videos   September 12, 2023  

    In this video, Mike Kaufman, SVP of Brand & Media at ANA, delivered the opening remarks of the 2023 ANA Brand Activation & Creativity Conference.

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  • Beyond Logos and Labels: Unleashing the Power of Purpose in Your Brand

     Conference Session Videos   September 12, 2023  

    In this video, David Baldwin, founder of Baldwin& and Chief Marketing Officer of Ponysaurus Brewing, explored the transformative power of brand building from scratch — one that goes beyond logos, colors, and tone of voice into creating a living entity fueled by values that propel long-term growth.

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  • How a Duck, Two Goats, and a Renewed Strategy Soared Brand Awareness in the Insurance Industry

     Conference Session Videos   September 12, 2023  

    Dagger's Carla Guy was interviewed by Luci Rainey, former senior marketing executive at Comcast and PODS, to learn more about Dagger's strategy behind the Aflac GOAT campaign and how leveraging a new strategy and personality, and supporting women's initiatives, drove brand awareness and consideration.

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  • Bringing Greater Creativity to Commerce Experiences

     Conference Session Videos   September 12, 2023  

    In this video, speakers from Mondelez and VMLY&R Commerce discussed the importance and meaning of creative commerce.

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  • The Psychology of Bravery

     Conference Session Videos   September 12, 2023  

    In this video, learn about the correlation between principles of psychology and marketing strategies. Speakers explored the power of curiosity, openness, collaboration, flexibility, and feedback in achieving success.

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  • From Choice to Checkout: Insights for Winning the Shopper Journey

     Conference Session Videos   September 12, 2023  

    What’s currently working for consumers? And how can brands effectively navigate consumer expectations and preferences to win hearts, minds, and wallet share? In this video, Matthew Tilley shared new consumer research from Vericast and offered insights to drive effective and creative marketing strategies for 2024.

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  • Emerging Trends in Sports Sponsorships

     Conference Session Videos   September 12, 2023  

    In this video, SponsorUnited reviewed data and trends to help brands maximize their sports sponsorships and provided examples of how sports betting app FanDuel has executed on each of these trends in its own activations.

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  • Together We Win — Creatively Driving Impact Through Sports

     Conference Session Videos   September 12, 2023  

    Through a shared belief in elevating women’s sports and athletes, Frito-Lay and FOX Sports came together to create a one-of-a-kind partnership around one of the greatest sporting events in the world: The FIFA Women’s World Cup Australia & New Zealand 2023™️.

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