2016 ANA Brand Activation Conference

OPTIMIZING VALUE ALONG THE CUSTOMER JOURNEY

The Brand Activation Association division of the ANA, and its partner PwC, will host an immersive, hands-on experience to teach the latest thinking on how companies can win by strategically activating along the customer journey.

This unique half-day interactive workshop is focused on how companies' can unlock value along the full customer journey. 

The workshop will also focus on a set of interactive exercises among participants, set up with relevant intellectual capital and examples from PwC’s clients and partners across relevant topics (e.g., human centered design, voice of the customer measurement, driving an agile test and learn model). These exercises will provide a chance both to network and cross-pollinate ideas among members, as well as to advance the agenda for their own company. The session will include a client panel moderated by PwC, with panelists from across industry sectors such as CPG, retail, travel and hospitality, and home improvement, sharing their thinking on the topic.

Please note that registration for this workshop is now full.

John Rolston, Moderator

Director, Digital Services PwC

Opening Remarks

Bob Liodice

President and CEO Association of National Advertisers

KEEPING THE EDGE IN TODAY'S RAPIDLY CHANGING WORLD

Marketing and consumer engagement today is changing faster than ever. Paul Murray, Dunkin' Brands Head of Loyalty Marketing, will discuss how Dunkin’ Brands keeps a 60-year-old icon relevant to consumers today. Through this presentation, you will learn how Dunkin' Brands determines the right role for digital, mobile and social marketing when traditional marketing continues to work very well. Examples of omnichannel marketing from the Dunkin’ Donuts brand will be shared.

Paul Murray

Head of Loyalty Marketing Dunkin Brands, Inc.

HOW LUXURY BRANDS ARE ADJUSTING ALONG THE CUSTOMER JOURNEY

Luxury brands are like all brands when it comes to needing to effectively communicate and motivate consumers to act. Jon Potter, Moet & Hennessy CMO will present examples from the Verve Cliquot brand, including experiential programming that have grown from single activities to an integrated approach along the entire journey.

Jon Potter

Chief Marketing Officer and Executive Vice President of Brands Moet Hennessy USA

CAN YOU BELIEVE M&M'S ® IS CELEBRATING ITS 75TH ANNIVERSARY THIS YEAR?

It's true… and M&M'S® has an ambitious activation plan to bring the brand everywhere from the "shelf" to the "stars." Berta de Pablos-Barbier, Vice President of Marketing, Mars Chocolate North America, will share the M&M'S® story with us, the first major conference where the 75th anniversary activation plan will be revealed.

Berta De Pablos-Barbier

Vice President, Marketing Mars Chocolate North America

BANKING ON CUSTOMER EXPERIENCE BEST PRACTICES FOR SUCCESS

A financial institution is not typically considered a retail environment, but at Bank of America, the space and customer pathway are designed to interrupt and engage. A customer doesn’t leave with a shopping bag nor a sweater, but he does need to know that the time was well spent, something was learned and a valuable experience was had. Shifting the customer’s mindset to have a conversation with an associate — not just execute a transaction — is the goal. Customer experience in the branch is made up marketing tactics-be they printed or digital, and the engagement with an associate. Lauren Imrich and Julie Lewis, from Bank of America, will share the rationale for merchandising and marketing a financial institution as retail environment. The team will share research, learning, and the impact that digital has had on the space.

Lauren Imrich

Senior Vice President, Retail Channel Marketing Bank of America

SO YOU WANT TO BE IN PICTURES?

Tina and Kelly will take attendees through the thought process and execution of getting their brand messages to consumers through the movies.  Last year more than 1.5 billion tickets were sold at the box office, more than any major sport league’s attendance, combined.  The presentation will guide attendees through the criteria for which studios select brands for promotions, the various elements available for brand placement, including web and social media and giving consumers access to your brand through movie ticket promotions to increase sales.

Kelly Trudgen

Vice President of Promotional Sales Fandango Rewards

DOMINO’S: HOW A PIZZA COMPANY BECAME AN INNOVATION COMPANY

Since first launching the “Oh Yes We Did!” campaign six years ago, Domino’s has been on a mission to revolutionize the pizza business. From category changing innovations like Pizza Tracker and Pizza Builder, to the AnyWare suite of ordering technologies — including Voice, Smart Watch, TV, and Tweet and Text ordering with an emoji — to the introduction of the DXP — a first-of-its-kind purpose-built delivery vehicle — Domino’s has pushed to improve every step of the ordering process. As a result, they have become one of the top e-commerce companies in the world, their stock price has increased by over 1,300 percent, and most importantly, they have created loyalty beyond their pizza.

This success relies on a deep integration between the marketing, technology and agency teams, a clear and actionable vision, and the implementation of foundational projects that have paved the way to true innovations that extend naturally into their consumers' lifestyles and behaviors. Hear from Joe Jordan, Vice President/CMO, Domino’s, and Lori Senecal, Global CEO, CP+B, about the evolution of this partnership and its incredible impact on the customer journey.

Joe Jordan

Chief Marketing Officer & Vice President Domino’s

MINI GROWS UP BY DEFYING LABELS

See how MINI activated their campaign to show the brand is growing up and to introduce the new, bigger Clubman. "Defy Labels" is more than an ad campaign, it stirred a conversation. MINI and their agencies created and shared over 20 pieces of content, including authentic social media posts and long form interviews from people who have a relationship with MINI, such as: Serena Williams, Abby Wambach, T-Pain, Randy Johnson, Tony Hawk, and Harvey Keitel. Take a look at the content (as it cannot all be shown in the time allotted) at: www.MINIUSA.com/defylabels

Lee Nadler

Marketing Communications and Launch Manager MINI USA

PLAYING WITH OREO INSPIRES SOME SERIOUS RESULTS AT ALBERTSONS

Not every activation has to come exclusively from the brand. This session will show how Mondelēz's OREO brand leveraged consumer insights to give shoppers the creative inspiration they were searching for with Play With OREO, a nation-wide program that showed how much fun OREO Cookies could be through unique OREO Cookie recipes. Hear how Mondelēz collaborated with agency partner Geometry Global to bring the activation to life nationally and in-store with their great retail partner, Albertsons.

Steve McGowan

Director, Shopper Marketing Mondelēz International

WE SPEND HOW MUCH IN BRAND ACTIVATION??

A significant portion of total marketing spending is in brand activation, though no one has known exactly how much – until now.

Patrick Quinn, president, and Leo Kivijarv, Ph.D., Executive Vice President, both at PQ Media, will present highlights from the industry’s first-ever Brand Activation Spending Study and Forecast, jointly developed with the ANA/BAA.

Patrick Quinn

President and COO PQ Media

ACTIVATING FOR GOOD - A LIFELONG JOURNEY

Keeping consumers engaged and activating along their customer journey applies just as much to a cause as to a consumer product, especially one that effects so many people either directly or indirectly. In this inspiring session, Gerald E. Johnson II, Chief Diversity & Inclusion Officer and SVP Marketing will share insights on applying years of activating in the CPG world to a different industry, with tips that can be applied to any organization.

Gerald E. Johnson II

Chief Diversity and Inclusion Officer, SVP Marketing American Heart Association National Center

CREATING BRAND ALCHEMY WITH A SHARED STORY PLATFORM

Come inside where it’s nice and sunny, and hear how VISIT FLORIDA structured 13 competitive destinations and attractions in a shared brand campaign this winter. The multi-channel, multi-month campaign targeted London travelers during their peak travel planning period and included traditional and extensive non-traditional media, live events, promotions, heavy Social Media and  traditional PR, all linked to leverage the power of the partners and destination as Florida brought moments of sunshine to winter-weary London. Learn from Susannah Costello, Vice President, Brand at VISIT FLORIDA some important lessons about multi-partner management, flexibility in messaging to suit channels and partners, differentiating between content and brand partnerships and more.

Susannah Costello

Vice President Global Brand VISIT FLORIDA

WALMART: UNDERSTANDING & WINNING WITH TODAY'S SHOPPERS

The days of winning customers with low prices and convenient locations are long gone. In today’s complex world of retail, shoppers follow a convoluted path before they make their purchase decisions. Join us as Walmart illuminates their strategy for winning the battle for more trips, bigger baskets and delivering a better experience to their customers.

Jamie Sohosky

Vice President Marketing - Customer Experience Walmart U.S.

THE ART OF PERSUASION ALONG THE CUSTOMER JOURNEY

The patterns, habits and customer journeys of modern-day shoppers have been forever changed by the influence of mobile, social and the technological revolution. Presented for the first time anywhere, Leo Burnett/Arc will share new groundbreaking research-based insights into how to take a human-centric approach and most effectively persuade people to buy your brand. Learn how consumers sort over 175 different tactics and how, depending on your category, different offer types vary in their ability to impact and speed up the shopper’s decision to buy. 

Bob Raidt

Global President Arc

LEVERAGING DATA DRIVEN DECISION MAKING TO RE-ENERGIZE A BELOVED 100+ YEAR OLD BRAND

Learn how the Chicago Cubs restructured business units and implemented CRM and BI tools to better understand their customers and unlock revenue growth across the organization. Specific topics will include deepening relationship with prospective season ticket holders on the waiting list, implementing a fewer, more effective partnership strategy while focusing on award winning activations that go above and beyond contractual obligations, and leveraging data driven insight to determine how to introduce and program a new product to enhance the customer experience without alienating core customers.

Allen Hermeling

Senior Director, Corporate Partnerships Chicago Cubs

LET’S BE HONEST – DO MARKETERS TRULY “GET MEN”?

Masculinity is changing before our eyes. In fact, 86% of men say that the idea of masculinity has evolved, compared to their father’s generation. As a result, many brands today are trying to “out man” each other to be THE brand for guys.

This begs the question: Do we truly “get” the modern man? We all certainly claim to.

Matthew McCarthy, Unilever’s Senior Director of Men’s Personal Care, will put marketing to men under a microscope to highlight how the industry still relies on typical tropes to get men’s attention. He’ll expose assumptions and stereotypes, while also walking the audience through several case studies that bring to life the unique approach Unilever takes to campaign development. In the end, Matthew will show how brands can build stronger stories and strategies to better align with men’s realities.  

Matthew McCarthy

Senior Director of Men’s Personal Care Unilever

DRIVING HOME ENGAGEMENT WITH A NEW ENTERTAINMENT LIFESTYLE EXPERIENCE

Topgolf is a unique, trend-setting, one-of-a-kind entertainment concept that’s taking the country by storm. It’s been called a new adult playground and driving range on steroids, and combines competition with entertainment to give people the time of their lives. Susan Walmesley, Vice President of Sales and Marketing, will provide insights into how Topgolf is activating with millennials, families and everyone else to grow their golfing and gaming community. The importance of internal engagement and community outreach to engage a wider audience will be highlighted in this exciting presentation.

Susan Walmesley

Vice President of Sales and Marketing Topgolf