2016 ANA Masters of Marketing Conference

Shuttles will be provided to and from Rosen Shingle Creek and Grand Cypress Golf Course. Shuttles will start running at 12:00pm from the Rosen Shingle Creek Golf Pro Shop and run throughout the tournament.

Golf registration is now closed.

The tennis tournament is now sold out. If you would like to be added to the waitlist, please email registration@ana.net.

• The Talent Disconnect: Building the Next Generation of Marketers
ANA/Advertising Educational Foundation (AEF) Symposium partnership
Instructors: Facilitator – Paul Kurnit, Chief Executive Officer at PS Insights and Professor at Pace University; Keynote- Chris Macdonald, President, McCann North America and Vice Chairman of the AEF Board of Directors; and Panelists – Ravi Dhar, Professor of Management and Marketing at Yale School of Management; Renetta McCann, Chief Talent Officer at Leo Burnett
Gatlin A1 – Open to All

Marketers and Agencies are desperate for “job-ready” talent. Colleges and universities are struggling to prepare students for careers in a disruptive world. The symposium will debate the disconnect between what students are learning and experiencing in universities and what employers say they need from their future employees. In addition, early findings from the AEF’s groundbreaking research will be revealed — the first study to tackle the issue of talent acquisition from the perspective of all key players: hiring companies, the academic community and most importantly, the students themselves.

• MarTech Essentials: The Latest on how People, Processes & Creative Messaging Techniques are meeting the Marketing Stack
ANA/Deloitte Digital partnership
Instructors: Alan Schulman, National Director of Brand Creative & Content Marketing, Deloitte Digital; Nick Reggars, Director of Content Strategy, HEAT
Gatlin A2 – Open to All

As more marketers adopt programmatic media and data driven messaging, what do you as a marketer really need to know to drive greater personalization and creative messaging techniques in the coming year? Join this immersive workshop to help you see how marketers are leveraging real time data, personalization and marketing stack integration to deliver 1 to 1 messaging, real time content marketing and programmatic creative on a more emotional level.

• Discovering Programmatic for Real World Application
ANA/Quantcast Real Time Academy partnership
Instructors: Rich Wing, Global Director of Sales Training, Quantcast; Kate Lord, Senior Sales Trainer, Quantcast
Gatlin A3 – Open to All, with the exception of competitive DSPs, DMPs

In this interactive workshop, participants will learn the ins and outs of the programmatic ecosystem and be able to speak confidently and intelligently about the space, and discover the opportunities and challenges of programmatic/RTB and use of data to improve ROI. Participants will walk away with a comprehensive "Programmatic Checklist" to be prepared to ask the right questions to stay informed on important industry issues and new technologies.

• Insights2020 Workshop: Using Insights to Drive Customer Centricity
ANA/Kantar Vermeer partnership
Instructors: Pandora Lycouri, Partner, Kantar Vermeer; Arifa Sheikh, Associate Director, Kantar Vermeer
Gatlin A4 – Open to All

Mentioned in the 2016 Harvard Business Review article "Building an Insights Engine," Insights2020 is a global marketing leadership initiative that includes contributions from over 10,000 marketers across 60 markets. Its focus is to find the key drivers of over-performing organizations, in correlation to customer centricity. Using these findings, this highly interactive workshop will help participants learn how to align insights and analytics strategy, structure and capability to drive business growth. This workshop will provide a strategic framework and practical guidelines to help define the role of insights and analytics in driving business strategy and growth. Participants will also work together to benchmark their organizations against the Insights2020 over-performers and discuss the steps needed for them to achieve true customer centricity.

Note: Space is limited per workshop and attendance is on a first come, first served basis.

Old Dominion

Band

In a little more than two weeks Americans will go to the polls and elect the next President of the United States in what has been a dramatically different campaign than we’ve seen in a while. Hear from “Power Lunch” and “Nightly Business Report” Co-Anchor, Tyler Mathisen, and Group Executive Vice President, Dan Jaffe about the impact of America’s decision on Election Day.

Tyler Mathisen

Co-anchor, Power Lunch and Nightly Business Report CNBC

OPENING REMARKS**

Bob Liodice

Chief Executive Officer ANA

RAISING THE BAR ON CREATIVITY**

Procter & Gamble's Chief Brand Officer Marc S. Pritchard will share how the world's largest advertiser continues to raise the bar on creativity to build successful global brands today. Mr. Pritchard will offer perspective for the marketing community, clients, agencies, publishers, and tech companies by answering these questions: Does creativity still matter? Are we giving consumers the experience they deserve or are we accepting mediocrity? And, can we come together and thrive in a new world of opportunity?

Marc S. Pritchard

Chief Brand Officer Procter & Gamble

MARKETING IN THE AGE WE LIVE IN**

Not afraid to tell it like he sees it, Gary Vaynerchuk is an entertaining, thought-provoking business practitioner — part marketer, entrepreneur, agency owner, social media guru, and internet personality. Join him as he discusses the notion of marketing in the year we live in and betting on one's strengths to ensure a path to success and happiness. Fresh out of college he took his family wine business, Wine Library, and grew it from $3M to a $60M in just five years. Now he runs digital agency VaynerMedia. Along the way he became a prolific angel investor and venture capitalist, investing in companies like Facebook, Twitter, Tumblr, Uber, and Birchbox before eventually co-founding investment fund Vayner/RSE. His #AskGaryVee show focuses on marketing, social media, and entrepreneurship, reaching a weekly audience of more than 100,000 people.

Gary Vaynerchuk

Chief Executive Officer VaynerMedia

BUILDING A BETTER AND MORE RELEVANT BRAND**

Affecting a turnaround for one of the world's most iconic brands requires a lot more than a simple marketing campaign. It involves a multitiered reassessment of the business on all levels, and significant change in process, approach, investment, and resourcing. Join McDonald's CMO Deborah Wahl as she shares the company's journey to build a better and more relevant brand. In this engaging presentation, Ms. Wahl will detail how McDonald's is firing on all cylinders to move from a traditional advertiser to a mass personalized brand, listening and responding to customers, being more accessible and engaged, using a more flexible, fast, and efficient approach, making change faster, and innovating for the future.

Deborah Wahl

U.S. Chief Marketing Officer McDonald's Corp.

BUILDING A SUSTAINABLE BRAND: ACTIVATING PURPOSE AT CVS HEALTH**

In this customer-driven economy, brands that lead with a social purpose at their core are thriving. They recognize that today's consumer seeks purpose beyond the traditional methods of charity, volunteerism, and random acts of kindness. In fact, consumers are not just expecting big business to define a social purpose for their brands, they are demanding it, as demonstrated by purchasing decisions and loyalty choices. In this session, CVS Health Chief Marketing Officer Norman de Greve will discuss the dynamic market forces creating the conditions for purpose-driven branding. He'll also review how CVS is building a game-changing brand that embeds purpose into the core of its business model, values, and corporate decision-making, and share CVS Health's win-win marketing strategies for connecting brand purpose with consumer demand and behavior and for driving reputation and business success.

Norman de Greve

Senior Vice President and Chief Marketing Officer CVS Health

THE POWER OF COLLABORATION**

"We are stronger together than we are apart." Verizon Communications' Diego Scotti puts this into practice every day by bringing the most talented and diverse people to the table to address the needs of the brand. Join Mr. Scotti as he shares his unique approach and steadfast determination to continuously create collaborative environments to bring the most competitive, disruptive, and nimble solutions to the marketplace. And based on the sheer size of Verizon, it is not as easy as it sounds.

Diego Scotti

Executive Vice President and Chief Marketing Officer Verizon Communications

FROM HANDSET TO TV SET, BUILDING FOR TODAY'S VIDEO VIEWING EXPERIENCE

The lines separating TV and online video have all but disappeared. People are watching “TV” content on their phones, and “online” content on their TVs. This shift in viewership means brands need to shift their video strategies. Hear from Tara Walpert Levy, Vice President of Agency and Media Solutions for Google, about how YouTube is building for this new environment, creating the best video experience for 4” and 40” screens alike.

Tara Walpert Levy

Vice President, Agency and Media Solutions Google

CHANGING MINDS BY WINNING HEARTS: LEANING INTO CULTURAL TENSION FOR THE BIG IDEA**

Small budgets. Big challenges. How does a 110-year-old paper greeting card company make its relevance known in an increasingly digital world and remind consumers of the power of connecting through greeting cards? Learn how American Greetings gained their unfair share of attention by leaning into cultural tension through award-winning integrated marketing approaches like The World’s Toughest Job, The ThankList, and Analog@SXSW.

Alex Ho

Executive Director, Marketing American Greetings

ENGAGING GLOBAL AUDIENCES 24/7 — ANYTIME AND ANYWHERE**

How do you create a compelling content ecosystem that engages a global fan base 24/7? Join WWE's Stephanie McMahon as she provides insight into the global entertainment powerhouse's strategies for growth over the past 50 years. The chief branding officer will discuss how WWE continues to engage and reinvigorate its fan base by offering compelling content that allows for multi-platform engagement, combined with an understanding of consumer insights and the shift in consumption. Whether it was pioneering pay-per-view in the 1980s, launching the first live streaming OTT Network, or earning a place as one of the most powerful brands on social media, Ms. McMahon will cover what lessons WWE has learned about keeping an audience engaged across multiple generations and content platforms.

Stephanie McMahon

Chief Brand Officer World Wrestling Entertainment, Inc. (WWE)

featuring a special performance by the Backstreet Boys who have sold more than 130 million records worldwide, making them the best-selling boy band in history.  

Backstreet Boys

Evoke a bespoke after-hours experience with Nucleus. Nucleus, the joint venture recently formed by Gannett, Hearst, McClatchy, tronc. Inc. and additional affiliates, is honored to host late night bites, cocktails and live music at A Land Remembered. Join us to celebrate the launch of Nucleus as an incubator for innovation in news media buying and to toast to another amazing ANA Masters of Marketing.  

With a history spanning 240 years, The U.S. Postal Service understands what it means to be a legacy brand. From the evolution of the Pony Express, to Air Mail, to automated delivery mechanisms, the Postal Service has progressed with the American customer on a scale that’s unrivaled. However, servicing every customer in the U.S. presents its brand challenges – How does a brand stay true to its values while continuing to innovate? How does a brand combat becoming overly generic when its audience is every U.S. address? Hear Mr. Karpenko’s perspective on the critical importance of brand and meeting your customer where they are, in today’s hurried, dynamic marketplace. 

Christopher Karpenko

Executive Director, Brand Marketing USPS

OPENING REMARKS**

Bob Liodice

Chief Executive Officer ANA

STORYTELLING IS DEAD - LONG LIVE STORYMAKING**

Consumers today are connected and have great expectations from brands. How do you evolve without losing your core values or eroding the brand equity you have built over decades? MasterCard's CMO will share how the technology company is transforming itself into an experience brand by giving consumers the tools and experiences to create their own stories. Moving from being "the best way to pay" to "connecting people to priceless possibilities," MasterCard's transformed marketing strategy is giving the company credit where credit is due — building both the brand and the business, with some exceptional Priceless Surprises along the way.

Raja Rajamannar

Chief Marketing and Communications Officer MasterCard

BARBIE'S BACK: THE STORY BEHIND THE STORY OF THE ICONIC BRAND'S RESURGENCE**

For more than 56 years, Barbie has inspired imaginations and encouraged girls on their journey to self-discovery. From Mermaid to Movie Star, Pet Vet to Police Officer, Fashionista to Fairy Princess, Barbie continues to celebrate the belief that "You Can Be Anything." In this session, Mattel's Juliana Chugg will provide an update on Barbie's journey to becoming a global brand. Additionally, she will share the brand perception shift she has seen through these efforts.

Juliana Chugg

Executive Vice President and Global Core Brands Officer Mattel, Inc.

AMBIDEXTROUS MARKETING: EMBRACING THE POWER OF AMBIGUITY**

What do Leonardo Davinci, Albert Einstein, and Benjamin Franklin have in common? They were all ambidextrous — and able to embrace truly expansive new ways of seeing the world. Brand marketers have much to learn from people born with the rare ability to use both hands equally. Smart marketing means figuring out which tools to keep, and which need to be totally reimagined. Using mass media and guerilla marketing. Competing globally and acting locally. Owning a mass identity and diving into precision e-commerce. In this session, learn about the power of ambidextrous marketing, with compelling examples from Johnson & Johnson brands that show how this new duality can redefine brand management for the 21st century.

Alison Lewis

Chief Marketing Officer Johnson & Johnson Consumer Companies

ART TO BURGERS: BUILDING WORLDWIDE COMMUNITY ENGAGEMENT**

Edwin Bragg shares Shake Shack's unique origin story and how its novel approach has changed communities, defined a new "fine casual" restaurant category, and fostered a passionate, growing number of fans. Born 15 years ago as part of an art project to reinvigorate Madison Square Park in New York City, Shake Shack joined the mission to bring people back to the once beautiful park. Since then, the modern day "roadside" burger stand has become a beloved brand with a cult-like following at home and around the world.

Edwin Bragg

Vice President of Marketing and Communications Shake Shack

ONCE UPON A TIME...**

To "Stay Giant," Georgia-Pacific applies story framework, including brand purpose, as a strategic approach to storytelling across all its brands, from Angel Soft and Quilted Northern to Dixie and Brawny. Join Douwe Bergsma to learn how, in the big land of more, this small brand succeeded to stand out with less.

Douwe Bergsma

Chief Marketing Officer Georgia-Pacific

THE FUTURE OF COMMUNICATION

The shift to mobile has already happened and video is leading the way. This shift is radically changing the way businesses and people connect. In this keynote session, you'll hear about the new kinds of tools and groundbreaking innovations completely transforming the way we communicate.

Michelle Klein

Head of Marketing, North America Facebook

THINGS I WISH MY FATHER TOLD ME ABOUT CREATIVITY**

At Fidelity Investments, driving sustained growth and momentum is much more than about creating great advertising. It's about creative thinking, finding and eliminating friction points, and reshaping experiences in ways that surprise and delight consumers. Find out how you can become more creative and think differently about advancing your business by leveraging practical advice from Jim Speros, one of the innovators in the financial services industry.

Jim Speros

Executive Vice President, Corporate Communications Fidelity Investments

CMO ROUNDTABLE: THE POWER OF WOMEN IN ADVERTISING**

Despite the strides made in recent decades to accurately portray women and women's issues in the media, an unconscious bias against women and girls persists in advertising, media, and programming. According to new research from the ANA's Alliance for Family Entertainment (AFE), which studied the representation of women in the media and the impact it has on consumer behavior, if women were more accurately portrayed, consumers' intent to purchase could increase by more than 30 percent. This session will provide a deep dive into the issues surrounding women in advertising and discuss ways that marketers can take a proactive role to ensure the visibility of women and girls in advertising is authentic and inspiring.

Moderator:

MARKETING MAKES A WORLD OF DIFFERENCE: AFTERNOON TEA WITH THE INTERNATIONALIST 1000 AND THE ANA

This initiative from The Internationalist and the ANA enables marketers to learn more about programs that define new marketing thinking as they contribute to literally doing good, while creating deeper customer relationships, enhancing brand growth, and demonstrating the importance of the marketing function within the corporation.

Are you embracing this new way of marketing?

Learn about inspiring case studies and global initiatives from brands around the world, while a panel of leading marketers will also discuss how their programs got off the ground.

Moderator: Deborah Malone

Founder The Internationalist

Meredith's Evening of Passion, Performance and Purpose featuring Broadway sensation Ana Villafañe currently starring as Gloria Estefan in "On Your Feet."   

to benefit Partnerships That Will Change the World 

THE TRANSPARENCY TOOLKIT FOR THE DATA-DRIVEN CMO

Tomorrow's CMOs need to win toe-to-toe discussions with finance and their boards of directors and definitely link marketing to revenue rather than have it treated as a cost center. Join Ameritrade's Denise Karkos and MarketShare's Wes Nichols as they reveal what's needed — and what to avoid — in the toolkit for next-generation CMOs. Discover the difference between golden and "fool's gold" solutions. Ms. Karkos and Mr. Nichols will lay out the right framework, as well as a set of vendors, that should be deployed. Their advice gives CMOs the precise toolkit needed for making fact-based decisions in an increasingly complex array of sales channels, marketing channels, and technology-laden consumers. Learn the unvarnished truth on how to bring more transparency, objectivity, and fact-based decisions to your team and company.

Denise Karkos

Chief Marketing Officer TD Ameritrade

IGNITING PURPOSE

See how one company ignited its purpose to spark a national movement. With three-quarters of Americans reporting stress about money, SunTrust Banks, Inc. saw an opportunity that aligned with its DNA, and took action to make a difference in people's lives. The result? Hundreds of thousands of people have taken a step to build financial confidence. From a Super Bowl ad that didn't sell products to a social media campaign filled with storytelling, SunTrust is capturing attention and inspiring change, and building its brand and business along the way.

Susan Somersille Johnson

Corporate Executive Vice President and Chief Marketing Officer SunTrust Banks, Inc.

HOW SHERWIN-WILLIAMS, AT 150, CONTINUES TO DRIVE CATEGORY INNOVATION

Sherwin-Williams has revolutionized the way people shop for the perfect color. From its suite of category-changing ColorSnap Visualizer apps to its newly enhanced ColorSnap Studio color-selection spaces in-store, Sherwin-Williams continues to put the customer at the center of everything it does. And in so doing, it has helped convert the challenge of the color selection experience into empowerment, translating to higher customer satisfaction. Ellen Moreau will join digital agency partner Kelly Mooney, CEO at Resource/Ammirati, to discuss the company's journey to date for evolving with changing technologies and consumer needs.

Ellen Moreau

Senior Vice President, Marketing Communications, Americas Group The Sherwin-Williams Company

THE BEST-KEPT $850 BILLION SECRET: THE MARKETING RE-AWAKENING OF TIAA

With more than $850 billion in managed assets, TIAA is one of America's largest financial services companies. Serving millions of people in the academic, medical, and other nonprofit fields, TIAA just might have been the largest company you'd never heard of. For years TIAA was largely the only choice in the sectors it served, and did not have to dedicate many of its resources to market itself. Then the world changed — from deregulation and market turmoil to customers' emotional connection to their finances and a shift to complex and more self-direct financial portfolios. Hear CMO Connie Weaver discuss the immersive process TIAA went through to assemble world-class marketing partners and deliver a fully integrated TIAA brand rebirth this year.

Connie Weaver

Executive Vice President and Chief Marketing Officer TIAA