2017 ANA Masters of Marketing Conference

The conference will kick off with three simultaneous sessions.  Each will run for an hour (2-3pm), followed by a 15 minute break, and then each will be repeated (3:15-4:15pm), ultimately providing conference goers the opportunity to attend two of the three sessions. The sessions are:

1. THE CHALLENGER BRAND ADVANTAGE
2. DATA AND THE IDEAL STATE OF MEASUREMENT
3. AEF SYMPOSIUM – BRANDS IN CRISIS: AUTHENTICITY, RELEVANCE AND THE QUEST FOR SAFETY 

THE CHALLENGER BRAND ADVANTAGE

What more could a challenger brand ask for…than to be fifth in a category defined by a group of leaders called “The Big Four?” That’s the situation professional services firm Grant Thornton found itself in, and has fashioned itself as the ultimate challenger brand as a result. Grant Thornton found that breakthrough growth would require the organization to take bold, innovative steps to build its brand with potential customers.

In an industry sometimes viewed as commoditized, the firm placed big bets on culture, technology, and people. That has begun to pay off, with record growth, earnings, employee retention, and reinvestments in the firm. Bringing this to life was a core tenet and challenge of the firm’s new marketing strategy – one that has aimed to break the industry mold and create brand permission in a congested market.  Grant Thornton and agency gyro will shares the journey the brand has taken and offer tactical recommendations for other challenger brands.

John Harmeling

CMO Grant Thornton

DATA AND THE IDEAL STATE OF MEASUREMENT

Earlier this year, Marc Pritchard, chief brand officer at P&G, identified digital measurement as one of his four challenges to the industry and a requirement for P&G’s digital ad spend. By pushing measurement and accuracy to the forefront of the digital conversation, every brand marketer should be asking, “How accurately am I reaching my target audience?”

With the technology to capture real-time data across the internet, it’s time to rethink the ideal state of measurement. Data accuracy significantly affects the outcomes of a marketing plan, but given the complexity of the digital ecosystem, it’s hard to know where to start. To succeed, marketers need to know how data affects their business and understand where their data comes from, so they can know where their messaging is going.  This session will present a comprehensive overview of where data comes from and why it matters to measurement.  

Cathy Novelli

Head of Brand Products Quantcast

BRANDS IN CRISIS: AUTHENTICITY, RELEVANCE AND THE QUEST FOR SAFETY (AEF SYMPOSIUM)

Brand trust, relevance and safety are under attack. With a keynote address, original research and an illustrious panel of experts we will explore and extend best practices and formulas for successful brand and audience connections. Attendees will emerge from the session with new ideas and methods they can adopt immediately to protect their brands and compete most effectively in this new world of marketing. Brands in Crisis will be in two parts. People are welcome to attend either session or both.

Part One: Brands in Crisis: Forces of Change (2-3pm)

• Introduction:
  Paul Kurnit
  Professor of Marketing
  Pace University
  
  
• Keynote Address: “Forces of Change – The Unreachables”
  Scott Hagedorn
  CEO
  Hearts & Science

Part Two: Brands in Crisis: Truth About America (3:15-4:15pm)

• Research: “Truth About America”
  Arvind Raman
  Senior Brand Journalist
  McCann Truth Central

• Panelists:
  Eric Geisler
  Director
  Facebook U.S. Agency Team
  
  George Newman
  Associate Professor of Marketing and Management
  Yale University
  
  Scott Hagedorn
  CEO
  Hearts & Science

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Welcome by Amanda Hill, Chief Marketing Officer, A+E Networks.  Entertainment provided by Westwood One, featuring a special performance by 2016 Rock and Roll Hall of Fame inductee Cheap Trick. One of the most influential class rock bands of the past 50 years, Cheap Trick has sold more than 20 million records worldwide, received 40 gold and platinum recording awards, and performed over 5,000 shows. Rock out to some of the band’s greatest hits, including "I Want You To Want Me," "Dream Police," and "Surrender."

NBCUniversal’s Unprecedented 2018 – Super Bowl LII, Pyeongchang Winter Olympics, FIFA World Cup

Get ready for the most powerful media event of 2018 – The Winter Olympics from Pyeongchang, South Korea – by hearing from NBC’s new Olympic primetime host Mike Tirico and the network’s Olympic figure skating analysts Tara Lipinski and Johnny Weir. Lipinski, who won Olympic gold in Nagano in 1998 at the age of 15, and Weir, a two-time Olympian in 2006 and 2010, will discuss their personal Olympic journeys, what it’s like to compete for Team USA, and the most exciting storylines heading into the 2018 Olympic Winter Games.

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OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

BRAND BUILDING AS A FORCE FOR GOOD AND GROWTH

The industry needs more market growth since it drives the majority of all company growth and lifts all boats. Growth is shifting and disruption is accelerating. It’s more important than ever to raise the performance needed to win with the people we serve. The bar has never been higher for better creativity and better innovation, fueled by partnerships and productivity, to drive growth and create value. And brands now have a higher order expectation to fulfill — they need to take on broader issues that are important to people and the world we live in. Brands need to be both a force for good and a force for growth.

Marc Pritchard

Chief Brand Officer Procter & Gamble

WHAT'S THE NEW MARKETING PLAYBOOK?

Today’s CMO must be a data scientist, technologist, media planner, and media company. The days of dialing up the GRP load, sponsoring a golf tournament, and calling an agency to do everything are over. But that means there’s never been a more awesome time to be a marketer. There have never been more tools, tech, and ways to connect with consumers. CMO Kristin Lemkau shares how JPMorgan Chase is leveraging this time of opportunity to develop a new marketing playbook to make sure it keeps its position as a market leader.

Kristin Lemkau

CMO JPMorgan Chase

THE RETAIL SHAKE UP: WALMART'S REBOOT OF A LEGACY BRAND

Walmart has been saving people money for more than 50 years. With that rich heritage comes tension between what the brand was and what it will become in the face of a rapidly changing retail landscape. Disruptor or disrupted? Join Tony Rogers, CMO at Walmart U.S., for an insider’s look into how the world’s largest retailer is disrupting by staying connected to the brand’s DNA, modernizing the narrative, transforming to meet customers’ needs, and shattering perceptions of the brand — all while helping people save money and live better.

Tony Rogers

Chief Marketing Officer Walmart

RESTORING AN ICONIC LUXURY BRAND

Join Uwe Ellinghaus, CMO at Cadillac, as he describes its mission to restore the 115-year-old automaker as an iconic global luxury brand. With headquarters now situated in SoHo, New York, Cadillac is well placed in one of the world’s most cosmopolitan cities and is transforming itself to be more relevant to today’s luxury consumer. During this presentation, Mr. Ellinghaus will discuss the brand’s vision, positioning, its 10-year plan for growth, progress achieved thus far, and momentum from strategic investments that set the stage for future growth.     

Uwe Ellinghaus

CMO Cadillac

PLUS IS EQUAL: HOW BODY EQUALITY BECAME A NATIONAL CONVERSATION

To overcome the last acceptable form of bias – “fat shaming” — Lane Bryant in 2015 stepped up to champion plus-size women and show them as they see themselves: beautiful, sexy, and proud. Join Brian Beitler, EVP and CMO at the plus-size fashion retailer, to learn how it led its customers “out of the closet” and changed media and fashion category norms, challenged misperceptions around body image, and confronted the issue with a most progressive marketing effort. Discover how Lane Bryant combined the power of digital, social, and traditional media to shift the conversation and make an impact beyond the bottom line.

Brian Beitler

EVP and CMO Lane Bryant, Inc.

MARKETING IN THE AGE OF ASSISTANCE

Tomorrow’s consumer can get exactly she wants, instantly and effortlessly. This is having a profound impact on the world of marketing, as people increasingly expect brands to anticipate and deliver on their needs in every micro-moment. In this session, Jim will share how leading marketers are partnering with Google to create fast, frictionless experiences that grow their brands

Jim Lecinski

Vice President, Customer Solutions Google

SAMSUNG: UNBOXED AND UNFILTERED

Brand building isn’t easy. How does a company known for bold and innovative engineering build on its tech DNA and evolve as a lifestyle brand? How did changing Samsung’s approach to marketing help the company survive a crisis that would have crippled other brands? Pio Schunker will reveal how Samsung has transformed in the past few years, and how the brand helped drive growth in one of the most competitive categories in marketing today.

Pio Schunker

Senior Vice President, Head of Global Brand Marketing Mobile Communications Business, Samsung Electronics

TRANSPARENCY, HUMILITY, AND MANAGING THE NARRATIVE OF AN ICONIC BRAND

While the 2016 World Series victory by the Chicago Cubs is hailed for ending the longest drought in all of professional sports, what is less known is the dramatic role that savvy business management and brand marketing played in helping to deliver this improbable result.

Crane Kenney, the Cubs' President of Business Operations, and David Selby, president and managing partner at SCC, the Cubs’ agency, discuss the inside story of managing the narrative of the team’s brand as it evolved from “lovable losers” to world champions over a brief but intense four-year period.

They will share the brand strategy, story, and advertising; how transparency, humility, and a deep sense of understanding combined to invite fans along on this incredible journey; the impressive results that occurred both on and off the field; and how the narrative pivoted for the 2017 season.

Crane Kenney

President, Business Operations Chicago Cubs

Don’t miss a special performance by five-time Grammy Award winner Shania Twain.  Three decades into her storied career as the “top-selling female country artist of all-time,” she confidently embraces the moment on her triumphant fifth full-length and first album since 2002, the aptly titled NOW. Assuming the role of sole songwriter for the first time and overseeing production as a co-producer, this is the woman the world knows and loves at her brightest, boldest, and best. Come hear the powerhouse voice behind “You’re Still The One,” “From This Moment On,” “That Don’t Impress Me Much,” “Honey, I’m Home,” “Man! I Feel Like A Woman!,” and “Come On Over,” to name a few.

MAIL’S VALUE AT THE CONVERGENCE OF PHYSICAL AND DIGITAL

Never in human history have our brains been required to process more information coming at us from so many directions and sources. One of the biggest effects of information overload is the interruption of our attention. We are in a relentless contest for people’s attention.  Yet, digital media is a high volume, competitive environment. In response, brands are successfully combining Direct Mail with digital marketing, driving greater engagement as customers transcend a physical-to-digital customer experience. Join Jim Cochrane, USPS’ Chief Customer and Marketing Officer, to learn how the Postal Service is enhancing the value of mail in the digital age. We are the convergence of physical and digital and there has never been a bigger opportunity for mail to grab your customers’ attention.

Jim Cochrane

Chief Customer and Marketing Officer U.S. Postal Service

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

HOW KFC REINVIGORATED AN ICONIC AMERICAN BRAND WITH ITS GREATEST ASSET: SALESMAN COLONEL SANDERS

In a short amount of time, KFC has dramatically transformed its business by recommitting the brand to everything that made it so special in the first place. Join the leaders behind the campaign that places Colonel Sanders at the forefront of pop culture. Learn how KFC is driving awareness and reconsideration among a new generation of fast-food eaters, what led to bringing back Colonel Sanders as the ad pitchman, how to engage audiences in spaces that are traditionally hard to reach, ways to find the brand voice and make it scalable, and more.

Kevin Hochman

President and Chief Concept Officer KFC U.S.

FROM THE INSIDE OUT: HOW MGM RESORTS TRANSFORMED ITSELF

Learn how MGM Resorts International is turning a casino-driven, Las Vegas-anchored operation into a powerful global entertainment brand offering unrivaled entertainment experiences, including five-star hotels, state-of-the-art conference centers, mind-blowing live performances, and cuisine from renowned chefs. Lili Tomovich, chief experience and marketing officer at MGM Resorts, describes its exciting journey of brand reinvention, from the inside out. She shares how, to connect emotionally, the brand promise must come to life at every point of customer contact with the help of the organizations’ greatest asset — its people.

Lili Tomovich

Chief Experience and Marketing Officer MGM Resorts International

RE-FRAMING AN ICON TO DELIVER SUSTAINED LEADERSHIP

With one of the longest running agency/client relationships in the history of the industry — at 77 years — State Farm and DDB Chicago embarked on a mission last year to reposition State Farm’s more than 90-year-old brand. Join State Farm’s CMO Rand Harbert and DDB Chicago’s CEO Paul Gunning as they share the approach they took to reframing an American icon. They will describe how State Farm is reinventing for a more nimble and agile future, covering all aspects of the journey: development of a brand conviction, deployment of new creative platform, reimagining the customer experience, integrating a new comprehensive way to plan, and leveraging data with a modern marketing sensibility.

Rand Harbert

EVP and Chief Agency, Sales, and Marketing Officer State Farm

THE POWER OF STORYTELLING IN A CHANGING WORLD

Emily Callahan, CMO at ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, shows how storytelling has been critical in building the St. Jude brand over the years. Combining extensive market research, a thoughtful storytelling strategy, and continual innovation, St. Jude shares its journey to stay top of mind as both a leading research institution and a beloved charity with global impact with its patients and their families. Learn how authentic storytelling enables brands to reveal and celebrate culture and values, deepen relevance, and drive lasting engagement.

Emily Callahan

CMO St. Jude Children's Research Hospital ALSAC

MOVING TO HUMAN-CENTRIC MARKETING

Is brand-building dead? Marketing appears to be on the verge of becoming an entirely technical discipline driven by a focus on performance marketing. While we can finally market at an individual level, marketing seems to have lost its humanity. This presentation will show how Clorox is successfully driving growth by bringing more, not less humanity, to marketing. Learn how to weave together data and technology with brand purpose and storytelling to create human-centric marketing that outperforms performance marketing alone.

Eric Reynolds

Chief Marketing Officer The Clorox Company

The Road to 2020: How the Shift to Mobile will Pave the Way

Mobile has forever changed the game. Established ways of thinking can no longer be trusted. The traditional principles of marketing are being shattered, which suggests that advertising and marketing approaches must be rethought if you plan to be relevant and successful in the future.  How can “Sex Sell” when gender is blurred? Does “Price Always Win” in a world where convenience trumps all? Get ready to say goodbye to the ways it’s always been done. Sarah Personette, VP of Global Business Marketing at Facebook, will share evidence of the 20 shifts by 2020 that will upend your thinking about consumer behavior and change your approach.

Sarah Personette

Vice President, Global Business Marketing Facebook

HOW WEIGHT WATCHERS RALLIED AMID DISRUPTIVE TECHNOLOGIES

At the beginning of 2015, Weight Watchers was experiencing one of the most challenging times in its more-than-50-year history. In addition to facing increasing competition from an evolving wearable and free app marketplace, the company was also offering weight loss to a consumer who was no longer interested in dieting. Weight Watchers was at the brink of becoming irrelevant and it needed to change quickly. Maurice Herrera, head of marketing at Weight Watchers, describes the brand’s ongoing multi-year transformational journey and how it authentically delivers hope and inspiration to an increasingly skeptical consumer.

Maurice Herrera

SVP, Head of Marketing Weight Watchers International, Inc.

REINVENTING THE ROLE OF THE MODERN CMO

The mission of marketing is to build brands that stand the test of time. We do not build brands for the sake of building brands, but because we believe that building strong, vibrant, preferred and differentiated brands are the key to building sustainable businesses that stand the test of time. Marketing must reclaim our voice in the business table. The value of the marketing function is in driving the revenue line, which means today’s CMOs must be a business person first and a marketing artisan second. Leveraging the power of insights and analytics, while also owning the brand and brand story. There has never been a greater need for brands than now. Brands must become lighthouses to help customer navigate the storm of noisy information and misinformation that exists in the world today. Join industry leader Antonio Lucio as he shares insights and learnings as HP Inc.’s chief marketing and communications officer during one of the most transformative times in history.

Antonio Lucio

Chief Marketing and Communications Officer HP

Join Meredith for an Evening of Passion, Purpose and Performance with musical performances by Multi-Platinum Recording Artist and Actress, Jordin Sparks and Singer-Song Writer and Winner of The Voice Season 1, Javier Colon.

To benefit victims of Hurricanes Irma and Harvey

THE NEXT TIPPING POINT: HOW RELATIONSHIPS BETWEEN TECH, BRANDS, & AGENCIES WILL CHANGE FOREVER

The multi-channel, multi-format, multi-ad size world generates a sea of data points for every digital campaign. Yet most brands still depend on a small army of spreadsheet-wielding media experts, with separate budgets, to manually optimize their buys and drive results. While we intuitively understand computers were built because they can solve these kinds of problems better, we haven’t been able to make the practical leap necessary to change how we advertise. That day is here.

SteelHouse CMO, David Simon will discuss the current state of the agency/brand/technology relationship and how the latest programmatic advancements are challenging those traditional roles.

David U. Simon

Chief Marketing Officer SteelHouse

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

JOIN US FOR GOOD: HOW EASTERN BANK HELPS PEOPLE PROSPER

As one of three companies that led the lobbying effort to pass Massachusetts’ Transgender rights bill, Eastern Bank has lived up to its history of serving the underserved and being an outspoken advocate in the community. Join CMO Paul Alexander as he shares the journey of this 200-year-old financial services company. Through the story of the brand’s relaunch, learn how to win in the marketplace and the workplace by demonstrating that the right thing to do can also be the smart thing to do.

Paul Alexander

Chief Marketing & Communications Officer Eastern Bank

BEHIND THE GROWTH OF DOSOMETHING.ORG

CEO Aria Finger shares the behind-the-scenes story of how she grew DoSomething.org, a global movement for good, to actively engage 5.5 million members in various efforts to improve the world around them — all in just five years. 

User insights led Ms. Finger to eliminate most of DoSomething’s product offerings and instead offer wide variety within just one product: action campaigns. She grew 25 annual campaigns into 250 unique, ongoing campaigns, a move that required complete restructuring of the engineering, marketing, and business development teams. Today, DoSomething is one of the most recognized nonprofit brands in the U.S. among its target audience of people under 25.

Aria Finger

Chief Executive Officer DoSomething.org

BRIDGING THE TALENT DISCONNECT: CHARTING THE PATHWAYS TO FUTURE GROWTH

A groundbreaking new study from the ANA Educational Foundation (AEF) titled “Bridging the Talent Disconnect: Charting the Pathways to Future Growth” points to a looming marketing and advertising talent crisis. The first study to explore all three stakeholder perspectives (industry, academia, and students), it concludes that students are unclear about career paths in marketing and advertising and question whether it constitutes “meaningful work.” At the same time, universities are scrambling to develop curricula that anticipates rapidly changing industry realities while still being able to produce graduates with both relevant skills and critical thinking capabilities. All this as marketers and ad agencies struggle to decipher the millennial mindset while being frustrated that recent graduates are often unprepared to enter the field. This fireside chat will explore how one marketer and one agency leader are tackling this talent disconnect.

Moderator:

A LESSON IN BRAND BRAVERY

Donate Life America (DLA), an alliance of organizations dedicated to increasing organ, eye, and tissue donation in the U.S., had a problem. Most millennial males were not signing up to be donors at the same rate as their peers. Donate Life approached The Martin Agency to sway this elusive audience, leading to the “World’s Biggest Asshole” campaign. Seen by more than 150 million people online, the campaign won 10 Cannes Lions awards and resulted in an estimated 150,000 new donors. In this session, you will hear how an unwavering creative vision, bold execution, client bravery, and an educated leap of faith solved the donor problem and saved lives.

David Fleming

Chief Executive Officer Donate Life