Sponsorship & Experiential Marketing

Welcome and Introductions (11:00-11:10AM ET)
Gena Casciano, Director - ANA

I. Roundtable Discussion (11:10-11:30am ET)

Hosted by Committee Co-Chairs:
Dee Hall, Executive General Manager - Advantage Marketing Partners
Cliff Rigano, Head of Culture, Lifestyle & Event Marketing - Jägermeister

II. Jack Daniel’s Tennessee Fire Recent Experiential Journey (11:30am-12:10pm ET)
How does a 155-year-old whiskey brand from Lynchburg, Tennessee connect with it’s consumers? By aligning Jack’s Daniel's brand purpose to "Live Boldly and Enjoy the Ride", the company has created innovative, purposeful and genuine experiential campaigns that go far beyond the traditional. From building the world’s first project mapping truck and hosting drag queen mukbangs to producing the brand’s first-ever reality series starring RuPaul’s Drag Race alums, Brown-Forman’s Fabrícia da Silva will showcase some of Jack Daniel's Family of Brands' award-winning experiential work and the unique cultural insights that inspired them.

Speaker:
Fabrícia da Silva, Multicultural Marketing Manager, USA & Canada - Brown-Forman/Jack Daniel's Tennessee Whiskey

III. State Farm Kicks Off NFL Season with AR Activation (12:10-12:50pm ET)
A hybrid interactive gamification experience, the #TeamStateFarm Football Find was an AR treasure hunt that connected audiences to key State Farm icons, influencers, entertainers and commercial spots. Hear how this activation became a viral sensation that exceeded all expectations, leading to the creation of brand affinity and new customers among Millennial and Gen Z audiences.

Speaker:
Alyson Griffin, VP Marketing - State Farm

Closing Remarks (12:50-1:00pm ET)

**Schedule subject to change

Speaker Bios

 

Fabrícia da Silva
Multicultural Marketing Manager, USA & Canada
Brown-Forman/Jack Daniel's Tennessee Whiskey

Fabrícia da Silva is the multicultural marketing manager, U.S.A. and Canada for Brown-Forman, where she oversees a range of national programs for the company’s brand portfolio to drive multicultural consumer behavior and successful campaign development.

Previously, Ms. da Silva served as the Jack Daniel's Tennessee Whiskey and multicultural field marketing manager for the West and East Coast regions. She also continues to serve as the field chapter lead of Brown-Forman's LGBTQ+ employee resource group, Pride USA.

Ms. da Silva holds a master's in organizational communication from Murray State University as well as a bachelor's in international business from Saint Joseph's College in Indiana.

Alyson Griffin
VP Marketing
State Farm

Alyson Griffin is VP of marketing at State Farm Mutual Automobile Insurance Companies. In her current role, Alyson’s broad scope includes stewarding the State Farm brand and aiding approximately 20,000 independent contractor agents in driving business results from awareness to acquisition and retention. She also oversees teams managing strategic partnerships, analytics, and the internal State Farm creative agency. Alyson is hyper-focused on the customer and passionate about meeting millennial and gen Z audiences where they are, in unexpected ways.

Prior to joining State Farm, Alyson was the vice president and general manager of brand and thought leadership at Intel Corporation. Under Alyson’s leadership, Intel’s brand rose from the No. 14 to No. 11 global brand (as measured by Interband) and increased 10 percent in brand value. She also spent time in global and regional positions at Intel and Hewlett-Packard.

Alyson is an award-winning marketing, branding and communication executive with experience managing multiple customer segments and markets, including financial services, banking, government, education, and health care. In addition to her corporate experience, Alyson currently serves on the boards for Ad Council, Whisker Labs, and Junior Achievement Northern California. She previously served on the Google B2B Tech Advisory Board. Alyson was recently recognized by Brand Innovators as a member of the Women to Watch in Brand Marketing Class of 2021.