Brand Management

Networking Breakfast (9:00 – 9:30 a.m. ET) | IN-PERSON ONLY

Introductions (9:30 – 9:45 a.m. ET) | IN-PERSON ONLY

Roundtable Discussion (9:45 – 10:30 a.m. ET) | IN-PERSON ONLY

I. Made for what’s next in health (10:30 – 11:05 a.m. ET) |  IN-PERSON & VIRTUAL
How do you continually evolve a 125-year-old B2B health care brand to capture a changing, dynamic leadership in its industry? BD develops innovative technology, services and solutions that help advance both clinical therapy for patients and clinical process for health care providers. BD has 75,000 employees and a presence in virtually every country around the world to address some of the most challenging global health issues. BD helps customers enhance outcomes, increase efficiencies, improve safety and expand access to health care.

BD will share their brand story, including how the pandemic and other market forces are shifting how the company does business, and how customers view them. Learn how this paved the way for a global brand refresh that captures their increasing momentum and relevance for what’s next in health while honoring a legacy of purpose-driven innovation.

Speaker:
Beth Yates, Sr. Director, Strategic Brand Management, BD
Kenny Eicher, Global Creative Director, BD

II. Creativity Is Intelligence Having Fun (11:05 – 11:40 a.m. ET) | IN-PERSON & VIRTUAL
Nike, Apple, Budweiser...these are the brands we conjure when creativity enters the conversation. Not necessarily Quest Diagnostics. But looks can be deceiving. Ryan Anderson will share how his team is applying the principles of creativity in uncommon ways to drive growth at Quest. Including how they are transforming the leading B2B labs services provider into a direct-to-consumer lifestyle service...and having fun doing it.

Speaker: Ryan Anderson, Executive Director,Consumer Health, Quest Diagnostics

III. Brand Engagement 360 Marketing in the era of ESG and Stakeholder Capitalism (11:40 – 12:10 a.m. ET) | IN-PERSON & VIRTUAL
Organizations of all sizes are under increasing pressure from investors, customers, employees, and communities to focus on delivering their promises to all their stakeholders, including the environment, in addition to shareholders. This session is for anyone in marketing on the client or agency side seeking new ways to help enhance brand equity, sales, and loyalty by addressing the interests of all stakeholders, not only shareholders, in external and internal marketing, but also by providing brands, travel experiences, and engagement services to the $500 billion engagement marketplace.

Brand Engagement 360 addresses a secret frustration of almost everyone in marketing — that people in sales, customer service, manufacturing, and Corporate Social Responsibility often fail to deliver the promises stakeholders request in focus groups and that CMOs are asked to highlight in their campaigns and storytelling. It is also for the majority of members of the Brand Management Committee and the ANA whose organizations either already have embarked on a Stakeholder Capitalism journey, are focused on helping companies do so, or themselves use engagement services and reward experiences as part of their stakeholder engagement processes.

Speaker: Bruce Bolger, President, International Center for Enterprise Engagement (ICEE)

Warp-up (12:10 – 12:15 p.m. ET) | IN-PERSON & VIRTUAL

LUNCH (12:15 – 1:00 p.m. ET) | IN-PERSON ONLY

Speaker Bios

Bruce Bolger, President, International Center for Enterprise Engagement (ICEE)
Bruce Bolger is one of the founders of the field of Stakeholder Engagement, increasingly known as Stakeholder Capitalism, who since 1988 has combined a career in business publishing and content marketing with stakeholder management across the enterprise, human capital reporting, and investor relationships in all the people aspects of ESG.

Based on nine years of research conducted by the Forum for People Performance Management at the Medill School of School of Media, Journal, and Integrated Marketing Communications at Northwestern University starting in 2000, he founded the Enterprise Engagement Alliance in 2009, assembling academic and business experts in all aspects of engagement to create a formal framework for the practical implementation of stakeholder engagement practices.

In his capacity as principal of the EEA, and an agency specializing in Stakeholder Engagement implementation and reporting, he and his colleagues provide high-level and tactical advisory services for organizations seeking to develop, manage, measure and report on all aspects of the “S” or Social of Environmental, Social, Governance, increasingly known as Stakeholder Capitalism. He has unparalleled experience in the practical implementation of the people aspects of ESG, human capital, and Diversity, Equity, and Inclusion; experience working in the investment community and universities, and is an early leader in content marketing, having founded one of the first content agencies, still in operation today.

Bolger has dedicated most of his career to these principles. In 1993, then marketing guru Stuart Elliott of the New York Times quoted Bolger: “Consumer-product companies spend billions of dollars to attract customers, without any kind of strategic focus on keeping them….You have to motivate consumers to come to buy your product but then you have to deliver to them. Advertising creates customers, but once you get them, what are you doing to keep them?"

Today, Bolger works with boards, CEOs, CHROs, CMOs, and investor relations at organizations seeking to profit from a formal stakeholder management plans, metrics, and reporting strategies that enhance performance as well as engagement and experiences; with investors seeking to make sense of the human capital management reporting, and with brands, retailers, travel companies and advisory firms seeking to profit from the $500 billion engagement field.

Beth Yates, Sr. Director, Strategic Brand Management, BD
As Senior Director, Strategic Brand Management at BD, one of the largest global medical technology companies in the world, Beth Yates leads the global corporate brand and customer experience strategy, building awareness, capability and engagement to drive sustainable competitive advantage. During her 17 years of brand and marketing communications experience with BD, Beth has led brand refreshes and integrations for large acquisitions, overseen the in-house creative agency, and developed global health communication initiatives and programs that inspire associates to live the brand. Beth earned a master’s degree from Rutgers University and a bachelor’s degree from Syracuse University.

Kenny Eicher, Global Creative Director, BD
After joining BD in June of 2020, Kenny has been proud to serve as the Global Creative Director for one of the largest innovative medical technology companies in the world. BD has been improving medical discovery, diagnostics and the delivery of health care for over 125 years. As the GCD, he sits on the Strategic Brand Management leadership team, driving and evolving the global brand for BD through a creative lens across the entire organization.

The bulk of Kenny’s 24+ year design career has been on the agency partner side, working and supporting his client’s in-house marketing teams. As a senior creative executive, Kenny has been responsible for establishing powerful creative visions, memorable and streamlined user experiences, and robust marketing strategies for his past clients. Fortune 500 clients of note include Amazon, Pantone, Benjamin Moore Paint, BP/Castrol USA, Konica Minolta, LG Electronics, Citizen Watch Company, TAG Heuer, Marcal Paper, Wyndham Worldwide and the United States Department of Defense, to name a few.

Today at BD, Kenny manages a small team of highly skilled content creators, responsible for executing consistent brand experiences, while promoting brand awareness, knowledge and advocacy with all stakeholders, through dynamic marketing solutions and distinctive creative content.

Ryan Anderson, Executive Director, Consumer Health, Quest Diagnostics
Ryan Anderson leads consumer marketing for Quest, where he’s tasked with growing the DTC business and oversees all consumer marketing efforts.

Previously, Mr. Anderson led marketing for growth brands at Marriott International, including Aloft, Moxy, AC, and Element hotels. He also held marketing leadership roles at ESPN, Equinox, and Starwood, and cut his teeth at Ogilvy New York.

Mr. Anderson graduated with a B.A. in cognitive science from Northwestern University