SAMA Fall Forum

SAMA Fall Forum: Take Down the Barriers. Turn On the Growth. (In-person only)

Growth doesn't stall because opportunity is missing. It stalls because barriers remain.

As organizations finalize their 2027 growth strategies, the SAMA Fall Forum brings together senior marketing leaders for 1.5 days of executive dialogue and collaboration to examine the persistent gap between the growth potential of America's Growth Audiences and the investment, organizational structures, and operating models required to realize it. Together, participants will learn about the barriers that constrain growth—and develop practical strategies, partnerships, and new ways of working that unlock sustainable enterprise growth.

Hosted at The Coca-Cola Company's global headquarters, this executive working forum will debut Growth, Unfinished: The Case and the Plan for Growth Audiences, SAMA's inaugural research initiative, providing an exclusive first look at emerging insights from marketing catalysts across the industry.

Together, participants will explore how today's consumers can no longer be understood through a single lens. People navigate multiple identities, cultures, communities, passions, and life experiences that shape how they discover, evaluate, and choose brands. Organizations that recognize this multidimensional reality leading with cultural intelligence—and building strategies around it—will be better positioned to create long-term brand value.

The Forum will challenge conventional thinking through members dialogue, practical case studies, and collaborative working sessions focused on turning cultural + multidimensional intelligence, AI, measurement, organizational transformation, and innovation into measurable industry progress.

Why Attend

Be among the first to explore findings from Growth, Unfinished, SAMA's inaugural research initiative focused on closing the Growth Gap between market opportunity and enterprise investment.
Discover how multidimensional consumer identities are reshaping growth strategies, brand relevance, and marketing effectiveness.
Learn practical approaches for applying consumer intelligence, measurement, AI, and organizational transformation to drive business growth.
Connect with senior marketing executives committed to shaping the next era of enterprise growth.

Register early to reserve your seat. Capacity is limited to encourage candid discussion, meaningful networking, and active participation.

The agenda is currently being finalized. Senior marketing leaders interested in participating as panelists, moderators or case study presenters, please contact the SAMA team. A limited number of sponsorship opportunities are also available.

when

Start: Tuesday, September 15, 2026 at 8:00am

End: Wednesday, September 16, 2026 at 12:30pm

WHERE

The Coca-Cola Company
One Coca-Cola Plaza
Atlanta, GA 30313

For issues processing your registration or to ask further questions about this event, please contact [email protected]

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, September 15, 2026
8:00am - 8:45am	BREAKFAST
9:00am - 9:05am	WELCOME: A NEW ERA OF GROWTH Participants are welcomed to the forum and are introduced to SAMA's vision for helping organizations overcome barriers that prevent brands from realizing their full growth potential. Carlos Santiago EVP Inclusive Marketing Practice/SeeALL Marketing Alliance
9:05am - 9:20am	OPENING REMARKS: TAKE DOWN THE BARRIERS. TURN ON THE GROWTH. The Forum is opened by framing why organizational transformation, cultural intelligence, and enterprise growth have become inseparable, and why Growth Audiences represent one of the greatest business opportunities of the decade. Bob Liodice Chief Executive Officer ANA
9:20am - 10:00am	GROWTH, UNFINISHED: THE CASE AND THE PLAN FOR GROWTH AUDIENCES SAMA unveils its inaugural executive research examining the barriers that prevent organizations from fully realizing the potential of Growth Audiences, followed by reactions from industry leaders.
10:00am - 10:30am	CMO CONVERSATION: THE NEXT GROWTH IS ALREADY HERE An executive conversation among CMOs exploring where their organizations see the next wave of growth—and the leadership decisions required to capture it. Moderated by Bob Liodice Chief Executive Officer ANA
10:30am - 11:00am	NETWORKING BREAK
11:00am - 11:15am	THE NEXT CHAPTER OF SAMA: BUILDING THE ENTERPRISE GROWTH AGENDA Introduction of SAMA's leadership team, strategic direction, Enterprise Growth Agenda, and the six capabilities that will organize SAMA's next era of research, programming, and industry action.
11:15am - 12:15pm	EXECUTIVE WORKING SESSIONS: TAKE DOWN THE BARRIERS: BUILDING THE ENTERPRISE GROWTH ROADMAP The framework is established for interactive working sessions where leaders will diagnose the barriers and identify the actions required to accelerate enterprise growth. Organizations will discuss the tools and support needed for embedding cultural intelligence into strategy, innovation, consumer understanding, and enterprise decision-making. Recommendations will directly inform SAMA's Growth Roadmap. Root Causes Structural Failures Enterprise Accelerators
12:15pm - 1:15pm	NETWORKING LUNCH
1:15pm - 1:45pm	INSIDE THE MULTIDIMENSIONAL MIND: LIVE VOICES FROM GEN Z A live virtual focus group exploring how Gen Z navigates identity, culture, community, and brands in ways traditional segmentation often misses—and what these demand of modern growth strategies.
1:45pm - 2:15pm	AI DEPLOYED WITH REAL BUSINESS OUTCOMES A conversation exploring how organizations can use AI to deepen consumer understanding, improve decision-making, reduce bias, and build more culturally intelligent marketing capabilities.
2:15pm - 2:45pm	PROVING WHAT DRIVES GROWTH – MODERNIZING MEASUREMENT A conversation exploring how organizations modernize measurement and accountability to demonstrate the enterprise value of investing in Growth Audiences.
2:45pm - 3:15pm	NETWORKING BREAK
3:15pm - 3:45pm	EXECUTIVE CASE STUDY Real-world examples of an organization's transforming strategy, operations, and marketing to unlock sustainable growth.
3:45pm - 4:15pm	CULTURE, COMMUNITIES & SPORTS: TURNING COMMUNITIES INTO COMPETITIVE ADVANTAGE This session will examine how sports, creators, communities, and cultural participation are becoming engines of sustainable enterprise growth, with particular focus on FIFA, the Women's World Cup, the WNBA, and the Olympics.
4:15pm - 4:45pm	CLOSING REMARKS: A NEW ERA OF GROWTH – ACTION ITEMS Highlights key takeaways and action items closing out Day One of the Forum, and previews the agenda for Day Two, providing next steps.
5:00pm - 6:00pm	BELONGING LOUNGE
Wednesday, September 16, 2026
8:00am - 8:45am	NETWORKING BREAKFAST
8:45am - 9:00am	OPENING REMARKS: A NEW ERA OF GROWTH Participants are welcomed back for Day Two with objective setting and the agenda for the day.
9:00am - 9:45am	FEATURED CASE STUDY: FROM CULTURAL INTELLIGENCE TO ENTERPRISE GROWTH: A COCA-COLA CASE STUDY Coca-Cola shares a behind-the-scenes best practice case study illustrating how Coca-Cola, Collage Group and Burrell Communications translated cultural intelligence into measurable business growth.
9:45am - 10:15am	FEATURED CASE STUDY: TRANSFORMING ORGANIZATIONS FOR THE NEXT ERA OF GROWTH Inclusive marketing leaders discuss how leadership, organizational design, talent, investment and operating models must evolve to unlock the full potential of Growth Audiences.
10:15am - 10:45am	EXECUTIVE LEADERSHIP CONVERSATION A candid discussion with C-Suite executives on leading organizational transformation while delivering measurable business growth.
10:45am - 11:00am	NETWORKING BREAK
11:00am - 11:45am	BREAKOUT TRACK 1: BUILDING CULTURALLY INTELLIGENT AI How brands are redesigning modern marketing organizations, creative processes, technology, talent, and capabilities for a multidimensional marketplace.
	BREAKOUT TRACK 2: FROM AUDIENCE INSIGHT TO ENTERPRISE GROWTH How richer audience data leads to stronger investment decisions, clearer accountability, and measurable business outcomes.
	BREAKOUT TRACK 3: Growth Through Culture, Gender and Multidimensional Intelligence How organizations embed audience intelligence into strategy, innovation, leadership, and measurement to activate communities and unlock sustainable growth.
11:45am - 12:30pm	BREAKOUT TRACK READOUTS: THE PATH TO CLOSING THE GROWTH GAP Forum leaders synthesize the most important insights, establish the first priorities for the industry's Growth Roadmap, and launch the next phase of SAMA's Enterprise Growth Agenda.
12:15pm - 12:30pm	CLOSING REMARKS: TAKE DOWN THE BARRIERS. TURN ON THE GROWTH. The Forum closes with the outlook for the next chapter of SAMA.

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.