2015 ANA Brand Masters Conference presented by Mashable

ADVERTISING AUTOMATION & PROGRAMMATIC TRADING: The Four Types of Client Engagement

As advertising automation and programmatic trading become more ubiquitous, brands are defining new levels of engagement around programmatic trading and how they work with their ad agencies, trading desks and media owners.   After one hour, you will learn:

• How to understand the overall advertising automation and programmatic trading ecosystem
• The four types of client engagement around programmatic and how these fit with traditional planning and buying
• Issues and opportunities around client transparency into media costs, data and inventory

Jay Sears

SVP, Marketplace Development Rubicon Project

Welcome/Opening Remarks

Frank Suljic

VP, North American Sales AudienceScience

Using Consumer Purchase Data to Reach the Right Buyer

How do marketers reach the right buyer, at the right time?  What is the best indication of buyer intent in digital advertising, and how can we marketers best use it? Many believe that purchase data is the strongest signal of purchase intent, and many companies are beginning to incorporate this signal into their marketing plans.

Kasey Byrne, CMO of Cardlytics, will discuss how consumer purchase data can provide the best insight into how to reach the right buyer. She will discuss different ways to access consumer purchase data – the sources, as well benefits and challenges in using consumer data in marketing. She will also present case studies from Cardlytics’ client base in using purchase data to reach consumers.

Kasey Byrne

Chief Marketing Officer Cardlytics

Welcome

Seth Rogin

Chief Revenue Officer Mashable

Opening Remarks

Bob Liodice

President & CEO ANA

UNILEVER: REDEFINING MEN’S STRENGTH

According to Unilever’s website, on any given day, two billion people use Unilever products to look good, feel good and get more out of life.  In this session, Kathy O'Brien, VP Skin & Marketing Services at Unilever will share best practices on how to build a brand for men in modern times.  Using the Dove Men+Care brand as an example, discover how to develop a campaign to attract men and the ways in which Unilever is redefining men's strength.

Kathy O'Brien

Vice President, Skin & Marketing Services Unilever

MAD MEN 2.0: TODAY’S AGENCY AND ITS UNCLEAR ROLE IN A CLIENT’S RESOURCE PORTFOLIO

There is no denying that advertising agencies continue to play important roles in the client marketing world. However, in today’s complex landscape of marketing, business challenges, changing consumer dynamics and myriad of communications options, traditional advertising agencies can often find themselves on the outside looking in. As new pools of consultants and resource options come to light, the agency/client partnerships that were so critical in past eras, are not seen as strong, and can often dangle on a the thread of procurement...categorizing the relationship as primarily transactional, ergo, easily opening the door for divorce. What can today’s agencies do/need to do to reverse this trend, and once again be seen as business partners?

Marc Strachan

Vice President, On Premise Strategy and Multicultural Marketing USA Diageo North America

WELLS FARGO’S TOTAL MARKET APPROACH

Jamie Moldafsky, Wells Fargo’s Chief Marketing Officer, will discuss how the company’s marketing campaigns embrace and reflect the increasing diversity of the U.S. population through its award-winning Total Market marketing approach, which integrates diverse segments through the strategic planning process and execution.

Jamie Moldafsky

Chief Marketing Officer Wells Fargo

USG CORPORATION: BRANDING IS MORE THAN A LOGO CHANGE

USG Corporation is one of the largest manufacturers of construction materials in North America.  In this session, you will hear how USG Corporation turned the worst recession the construction industry has been through since the 1920s into an opportunity to reinvent itself and reinvigorate a 112-year old manufacturing company’s culture.  Greg Gumbel will conduct an in-depth interview with Linda McGovern, Vice President, Global Marketing at USG Corporation who will reveal her company’s transformation story.

Linda McGovern

Vice President, Global Marketing USG Corporation

Reaching the Audience Where They Live: Communicating Content for a Digital Age

As audiences and different constituencies become inundated with information from a multitude of channels, be it brands and publishers, how do marketers cut through the clutter to reach those who make the purchasing decisions? 

Join Mashable Chief Marketing Officer, Stacy Martinet, as she discusses how companies can create content that resonates with a digital audience no matter where in the digital ecosystem they are consuming content. Stacy will highlight what worked in the digital arena over the past year using a variety of brand case studies, as well as what to look out for in 2015, including the growing prevalence of and future of visual story telling (i.e. Instagram, Vine, Snapchat, etc.). 

Stacy Martinet

Chief Marketing Officer Mashable

Continuous PM Coffee Break Sponsored by NuvoTV and Fuse 

VITA COCO: CONNECTING THROUGH CULTURE

Vita Coco started the coconut water trend – one of the fastest growing beverage categories of the past ten years – by promoting the brand in association with pop culture. Today, Vita Coco is the category leader in U.S. coconut water sales, which have risen to over $600mm in just a few years. The independently owned brand’s emphasis on disruptive and nimble marketing has placed it ahead of similar coconut waters helmed by Coca-Cola and PepsiCo.  Learn how a two man startup company in Brooklyn, New York took ownership of an obscure ethnic drink, and turned it into a growing global beverage moniker that has attracted investments from Madonna and Matthew McConaughey, won over millennials, and today sells in 13 countries (and counting)!

Arthur Gallego

Global Director, Corporate Communications Vita Coco

TARGET: CREATING A MEANINGFUL COMMUNITY IMPACT THROUGH PRODUCTION

Hollywood and the motion picture industry have a 100+ year history of building amazing things — then simply throwing them away, resulting in millions of tons of waste each year. Television advertisers have contributed their fair share to this dubious legacy as well. Through its Reduce, Re-use, Divert and Donate efforts, Target strives to achieve “zero waste” on every commercial it shoots, and as a result, has set a new industry standard of responsible production for its agencies and production companies. John Lick, Executive Producer of Broadcast at Target and Co-Chair of the ANA Production Management Committee, will share eye-opening statistics, best practices and practical advice on how to produce award–winning commercials while making a meaningful and lasting impact in the communities and the world we all share.

John Lick

Executive Producer, Broadcast Target/ ANA Production Management Committee Co-Chair

DAIRY QUEEN: INNOVATION THROUGH NEW PRODUCTS, MARKETING AND IN-STORE DESIGN

In 1940, Dairy Queen established their brand with an innovative soft frozen dairy product.  Today, Dairy Queen continues to innovate through new products, marketing and in-store design.   In this session, Dairy Queen will share best practices and case studies behind recent new product launches such as Orange Julius Premium Fruit Smoothies, their “$5 BUCK LUNCH, the “Fan Food, Not Fast Food” marketing campaign and the company’s innovative approach to restaurant design.

Barry Westrum

Executive Vice President of Marketing American Dairy Queen Corporation

Building Trust in Innovation: the Missing Ingredients

To invent is no longer enough.

For the first time, Edelman’s 15th annual Trust Barometer explores the link between trust and business innovation. The results are a wake-up call for brands and innovators everywhere. The pace of change has never been faster and innovation has become an even greater imperative for business success, but delivering a new solution alone does not guarantee that consumers will embrace it.  

 In this session, Edelman will highlight the key findings from its recently-released study and provide a roadmap for brands looking to introduce new products or services. Find out why the majority of consumers think innovation is happening too quickly, which types of innovations are most and least trusted, and what are the missing ingredients in the formula for building trusted innovations.

Mike Casey

U.S. Head of Strategic Planning Edelman

EXPEDIA: FIND YOURS

Fifteen years after inventing online travel, Expedia was the undisputed category leader. But that lead was in jeopardy. The category had become commoditized and price-driven. In addition to a shrinking SOV, Expedia’s media spend was decreasing. To preserve its leadership position, Expedia had to differentiate. Expedia set out to make travel personal again, to acknowledge that travel is about more than changing places; it’s about finding the things that change you. With “find yours,” Expedia not only maintained its leadership, site traffic and revenue grew beyond expectations.

Vic Walia

Sr. Director of Brand Marketing Expedia, Inc.

BRAND AND THE BOTTOM LINE

What does it take to get brand decisions made in a company run by engineers? There's only one way that's guaranteed to work - demonstrate how much financial value will be generated. Discover how the DuPont marketing team is linking brand to business financials to get approval for major changes in brand strategy.

Maria Chacon

Corporate Brand & Communications Manager Chemours, a DuPont Company

2014 EFFIE AWARD WINNER – ZYRTEC “MUDDLE NO MORE”

Until now, ZYRTEC had one major competitor: OTC allergy leader Claritin. But now that a formidable new player had entered the category with unprecedented media spend, ZYRTEC needed an innovative strategy to grow the business. We found an opportunity by changing category norms and talking to consumers in a new way. Muddle No More used nontraditional tactics to help consumers change their behavior, resulting in unprecedented success for the brand.

Colleen Sellers

Group Brand Director of Allergy & Eye Care McNeil Consumer Healthcare

STOLI VODKA: REWRITING THE PLAYBOOK OF A VODKA ICON

Vodka sales today command 33% of the entire distilled spirits category, and in 2013, almost 160 new vodkas were launched. Differentiation within vodka – which by definition must be odorless, tasteless, and colorless – doesn’t come easy.  Stoli Vodka has been a favorite among Americans for more than 40 years, but recently, within this highly competitive landscape, the brand became less relevant to our core millennial target. Discover what happened when Stoli Vodka re-wrote the Stoli playbook in order to regain market share. 

Sarah Gorvitz

Brand Director, Stoilichnaya Premium Vodka Stoli USA