Influencer Marketing

The ANA will be partnering with the Chicago Auto Show for a special Influencer Marketing Committee Meeting hosted during the show’s Media Preview Day on Friday, February 10. The meeting will run from 9:30-11:30am. Committee Meeting attendees will also have access to a special What Drives Her breakfast program directly beforehand featuring leading women in automotive.

I. What Drives Her Breakfast & Panel Discussion (8am-9:30am CST)

Title: Women Leading the Charge in the EV Revolution

Moderator:
Julie Scott, VP of Cars Media, Cars.com

Panelists:
Chris Feuell, Brand CEO, Chrysler
Linda White, Director of Government and External Affairs, BMW
Melissa Washington, SVP of Customer Operations, ComEd
Kathy Gilbert, Senior Director, Minority Dealer and Women Retail, CDK Global

II. ANA Committee Meeting Opening Remarks (9:30am-9:35am CST)

Speaker:
Leah Marshall, Senior Director, Influencer Marketing, Association of National Advertisers

III. How Hyundai Drives an Electrified Lifestyle for Black Consumers (9:35am-10:10am CST)
Learn how automotive giant Hyundai drove mass engagement, consideration and excitement among African American consumers for its award-winning and game-changing electric vehicle the 2022 IONIQ 5. Go behind the scenes to hear how this “day in the life” campaign developed brand-aligned content that was unique, authentic and specific to its four content creator’s style and voice, while showcasing key vehicle attributes and the benefits of an electric lifestyle. Join the discussion and discover what made this campaign successful with the key team leads Daniel Maynez of Hyundai, Eunique Jones Gibson of Culture Brands, and Will Thomas from QYOU Media.

Speakers:
Will Thomas, Brand Partnerships, QYOU Media


Will Thomas is a seasoned advertising and brand partnerships executive with a history of helping brands engage audiences through culturally relevant storytelling, influencer marketing, and targeted media. Will has worked in digital media for over a decade across a wide spectrum from influencer marketing, branded content, and from general market mass to targeted, multicultural and Gen-Z oriented executions. Will has conceived and led countless campaigns for major brands including Hyundai, Nissan, General Mills, Unilever, MARS, PepsiCo, Sprite, Snickers, Flight Club, Universal Pictures, Sony Pictures, Warner Bros, HBO, Netflix, Hulu, and more.

Eunique Jones-Gibson, Chief Creative Officer, Culture Brands

Eunique Jones Gibson is a cultural architect, brand builder and storyteller whose revolutionary campaigns have created global movements. With her 15+ years experience as a leading marketer and communications expert, Eunique formed Culture Brands in 2017. It’s an innovative agency that creates culturally relevant and affirming campaigns and content for some of the world’s leading brands. The agency, where Eunique serves as the CEO & Chief Creative Officer, made history when they were named the first African American agency of record for Hyundai Motor America.

Daniel Maynez, Multicultural Marketing Manager, Hyundai

Daniel has been a part of the Hyundai family for more than six years. Over the last two years, Daniel has driven Hyundai’s focus on multicultural outreach through African American and Hispanic marketing channels playing a key role in the 2021 appointment of Hyundai’s first African American marketing agency of record, Culture Brands. A year later, Hyundai and Culture Brands would go on to win the Salute to Excellence Award by the National Association of Black Journalists for the “OKAY Hyundai” campaign. Daniel also guided the 2022 selection and onboarding of Hyundai’s Hispanic marketing agency of record, Lopez-Negrete Communications, the nation’s largest independent, Hispanic owned and operated, full-service agency.

IV. How Turtle Wax Had Its Best Sales Year (With A 4-Year-Old Product on TikTok) (10:10am-10:45am CST)
In this session, learn how Turtle Wax scored its best sales year ever with help from a 4-year-old product promoted by influencers on TikTok. You’ll also hear how the campaign broke through earned media as the most-engaged story in the category in 2022, and how the brand has been able to attribute sales from influencer campaigns, maximize ROI, and report back to the business on the impact of this critical marketing lever.

Speaker:
Kelly Cagney, Executive Vice President, Zeno Group

V. How The Auto Industry Can Partner With Creators To Show Up Big In Culture & Drive Sales (10:45am-11:20am CST)
Join Influential to learn how you can leverage creators to authentically play in culture, increase awareness and ultimately drive sales. We'll cover some broad trends we are seeing in the market as well as highlight a recent Toyota campaign that enlisted a diverse range of Asian-American creators who tell their stories as a celebration of being authentically yourself, even when it means stepping outside of the box and traditional cultural norms.

Speaker:
Greg Liberman, EVP, Partnerships, Influential 


Greg Liberman is a seasoned advertising executive who has spent his career helping brands connect with engaged audiences through data driven creative activations.  Over his 15+ year career, Greg has extensive experience creating meaningful advertising campaigns that reach audiences across traditional, digital and social platforms.  His passion for marrying the science of data with the art of creativity has helped build multi-year partnerships with major brands including Ford, General Motors, Stellantis, Porsche, P&G, Lowe's, Target, Walmart, Walgreens, SCJ, General Mills, McDonald's, Taco Bell, Amazon, and more.

VI. Presentation of the 2023 Driving Influence Award (11:20am-11:30am CST) 
The 2023 Driving Influence Award will recognize one outstanding auto manufacturer harnessing the power of influencer marketing to creatively engage consumers. 2023 marks the fourth year of the Award partnership between the ANA and the Chicago Auto Show and this year’s Award will highlight campaigns reaching women, BIPOC and LGBTQ audiences. Through January 23, 2023 automotive manufacturers, PR firms, and marketing agencies are encouraged to submit relevant campaigns executed between the window of January 1 - December 31, 2022 at https://www.chicagoautoshow.com/media/2023-ana-award/. 

VII. Lunch (11:30am-12:30pm CST)
Join fellow ANA members after the meeting for Lou Malnati's Chicago-style pizza and Italian Beef sandwiches. RSVP required- please contact Leah Marshall to confirm your seat.