Event Recaps
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Are B2B and B2C Marketing and Brand Evolution Really Different?
Event Recaps October 25, 2023The principles of marketing, technically, are no different for B2C and B2B customers. Tony Ezell, EVP and president of North America and CMO at BD, a global medical technology company, shared why he believes B2B brands must continue to drive an integrated brand architecture strategy to drive growth.
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Combining Insight and Creativity to Reinspire Purpose-Driven Marketing
Event Recaps October 25, 2023Fueled by the belief that creativity is a life skill that allows kids to reach their full potential, Victoria Lozano, EVP of marketing at Crayola, illuminated how the brand skillfully combined marketing instincts and authentic consumer insights to reframe its marketing strategy and identify new ways to draw consumers into a purpose-driven marketing campaign.
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How Coca-Cola Is Transforming Brand-Building
Event Recaps October 25, 2023Shakir Moin shared Coca-Cola's journey to transforming its marketing with its portfolio of brands. This journey has led to a rapid shift to digital, an ethos anchored in winning consumer behavior (and not only hearts) and leveraging the company's network as a competitive advantage.
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How P&G Leverages Insight, Innovation, Inclusion, and Impact
Event Recaps October 25, 2023The fundamentals of brand building remain constant, but how we build brands constantly changes. With all the disruptions that are reshaping how consumers engage with, experience, and buy brands, it's time to reset the bar on creativity for growth.
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Mobilizing Purpose-Driven Thinking: Google Pixel’s Real Tone
Event Recaps October 25, 2023Google explored the origins of racial bias in camera technology and discussed how it’s improving image technology to be more equitable for people of color.
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Proof of Lift: How Rapid RCT Pre-Testing is Redefining Creative Performance
Event Recaps October 25, 2023James Slezak, CEO at and co-founder of Swayable, discussed the concept of RCT pre-testing, including what it is, how some brands have used it, and what your team can do to get started.
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The Art of Rebranding a Legacy Brand: How Hilton Found Success
Event Recaps October 25, 2023Following the one-year anniversary of "Hilton. For the Stay," Mark Weinstein, CMO of Hilton, shared what it takes to rebrand a legacy company, the importance of rallying efforts under a single focus that's differentiated, credible, and ownable, and the lessons learned along the way.
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Three Ways Marketers Can Reduce "AI Anxiety" and Develop an Effective Approach
Event Recaps October 25, 2023Acxiom’s Mara Kelly discussed how AI can make marketers better at their jobs. She covered timelines and processes for how to start small with AI while thinking big and how to create an AI program that results in meaningful business impact.
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Using Brand Purpose to Drive Relevancy and Growth
Event Recaps October 25, 2023Mars Wrigley's North American CMO Gabrielle Wesley went behind the curtain to share how strategic, purpose-driven brand evolution, including a monumental transformation of the legendary M&M'S brand.
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ANA Legal Affairs Committee: October 2023
Event Recaps October 19, 2023For October’s meeting, a team from Seyfarth presented on the following topics: updates in false advertising litigation; updates to the regulatory landscape, including the latest from the FTC; and updates in the world of AI and copyright.
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Macgyvering Campaign Roadblocks on Social Media
Event Recaps October 19, 2023Nkenge Kirton, Organic Valley’s Social Media Marketing Manager, took a deep dive into their newly-launched 360 campaign that reignited a movement. Get a behind-the-curtain look at how they leveraged Meta to innovate and address unique problems presented by a major brand campaign.
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Measurement in the Age of Machines
Event Recaps October 19, 2023Albert Thompson, managing director of digital innovation at Walton Isaacson, shared how machine learning intends to usher in a new era of measurement.
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SweeTARTS Stages a TikTok Film Festival
Event Recaps October 19, 2023In this session, learn how SweeTARTS created an award-winning campaign that tapped into unique ad formats, culturally relevant influencers, and earned media to break through with Gen Z.
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This Accounting Firm Doubled Down on DEI in Its Hiring and Retention Efforts
Event Recaps October 19, 2023Plante Moran, a public accounting and business advisory firm, shares how it endeavored to better reflect its commitment to diversity, equity, and inclusion (DEI) in its hiring and retention.
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UScellular Reenacts Key Super Bowl Plays for Those Who Missed Them While Glued to Their Phones
Event Recaps October 19, 2023UScellular leveraged Instagram to demonstrate how distracted we are by our phones, humorously reenacting plays that many phone-entranced audience members missed during the Super Bowl.
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Warning, May Cause Delicious Cravings: How Culver's Tackles TikTok
Event Recaps October 19, 2023Culver’s shared how it works with influencers on TikTok to drive awareness and delight its loyal customers.
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ANA Comments on NTIA RFC on “Initiative to Protect Youth Mental Health, Safety, and Privacy Online"
Event Recaps October 18, 2023In this session, get an update on the NTIA's request for comments from the ANA on the “Initiative to Protect Youth Mental Health, Safety, and Privacy Online."
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Beyond Marketing: The Crucial Role of Allyship in Supporting and Empowering LGBTQ+ Consumers
Event Recaps October 18, 2023Matt Foley, VP of marketing at Absolut, discussed how his brand has continued to differentiate itself as an ally in a market in which LGBTQ+ support is now considered the status quo.
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California SB 362 and Other State Updates
Event Recaps October 18, 2023In this session, get an update on California SB 362 and other state issues.
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Coming Home: bubly Celebrates the LGBTQ+ Community’s Safe Spaces
Event Recaps October 18, 2023bubly discussed how it targeted a contextually relevant audience on digital platforms to drive awareness of “Coming Home” — a short film that celebrated LGBTQ+ nightlife spaces and captured what it’s like to be welcomed by the community.
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