2018 ANA Brand Activation Conference

OPENING REMARKS

BRAND ACTIVATIONS TAKING OFF IN THE TRAVEL AND LEISURE SECTOR

Caesars Entertainment is the world's most diversified casino-entertainment provider, growing through the development of new resorts, expansions and acquisitions to now include and operate 47 casinos in 13 U.S. states and five countries. Hear from VP of Brand Alliances, Penny Truttmann on how global brands are working with Caesars to leverage millions of mass luxury travel and leisure-minded guests to experience products and services in a town that never sleeps. In this session, you will hear brand partner examples ranging from the “impossible made possible” requests to uniquely crafted experiential efforts, first-ever sampling programs, loyalty program integration, social media partnerships, and a whole host of WOW moments.

Penny Truttmann

Vice President, Brand Alliances and Licensing Caesars Entertainment

LESSONS IN EATING THE BIG FISH

Typically, there's only one brand leader per category - which means there's many more challenger brands trying their best to topple the leader. If you don't have the resources and advantages of being the category leader - and who does - then you'd better be both creative and aggressive. Steve Wasik has built a reputation as an innovative brand builder across multiple Consumer Product categories (Food, Beverage, Outdoor, Sports) and will talk about how he’s applied a challenger brand mentality from successes he has experienced in various categories to activate an exciting new athletic gear company that he leads.

Steve Wasik (@VKTRYsteve)

Chief Executive Officer VKTRY Gear

GRILLS TO GRINS: HOW CHAR-BROIL EMBRACED SOCIAL CONTENT AND DAD JOKES WITHOUT LOSING ITS CORE VALUES

For seventy years, Char-Broil has manufactured the grills that enable the most American of activities: outdoor cooking. From backyard barbecues to big game tailgating, Char-Broil was in the middle of fun, food and family. However, the brand struggled to find its unique voice on social media. With a new spirit of entrepreneurism, candor, and a little help from Fullscreen, Char-Broil has transformed its status in the nationwide social conversation, leaning on hundreds of posts, Tweets and 'grams to do the heavy brand lift that only TV spots could once accomplish.

Hear inside stories about rallying support from senior leadership, building a first-ever ROI model and how to make endless food puns from Senior Director of Marketing Paige Farrow and Fullscreen's Senior Vice President of Social Media Alec McNayr as they walk through the ups and downs of the past three years of Char-Broil's social content strategy.

Paige Farrow (@paigefarrow10)

Senior Director, Marketing Char-Broil

REGGIE Awards Gala Dinner

The REGGIE Award Gala will take place on the first evening of the ANA Brand Activation Conference and will award the winners of the 2018 REGGIE Awards. A total of 73 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of 2017 across 24 different categories. The event culminates with the SUPER REGGIE announcement, honoring the best campaign of 2017 chosen from the Gold category winners.

Join us for an evening of entertainment, dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success. There will be a special musical performance from soul artist Allen Stone, who has been compared to Stevie Wonder and Justin Timberlake and a Billboard “artist to watch”. This is a night you don’t want to miss!

LET'S GET PHYSICAL!

In today’s increasingly complex digital marketing landscape, it’s harder than ever to reach prospects and customers. Now that digital is literally everywhere, it is time to get physical to cut through the clutter. We’ll explore how two industry leaders found creative ways to elevate their brand through personalized and unique customer experiences. CEO and founder of Boundless, Henrik Johansson, will discuss how three-dimensional marketing elements can and should be used to elevate customer experiences and share insights and data on how getting physical can impact the bottom line!

Henrik Johansson

Chief Executive Officer Boundless Network

OPENING REMARKS

Bob Liodice

Chief Executive Officer ANA

ACTIVATING NEW PLATFORMS AND PROGRAMS TO DRIVE GROWTH

Through innovative communication platforms, one-of-a-kind experiential marketing programs and industry-defining partnerships, American Express continues to help reinvent its consumer and business partner engagement approach. Their partnerships with some of the most respected global entities in media, sports, lifestyle and entertainment, helping to redefine how brands engage with consumers in traditional and new media spaces. Hear Rich Lehrfeld, Senior Vice President of Global Media, Communications and Experiences, share how they have melded unique communication strategies with an experiential marketing vision to drive demand for the brand and its products and services.

Rich Lehrfeld

Senior Vice President, Global Communications, Media and Experiences American Express

YOUR CUSTOMER 2028: 3 SHOCKING SHIFTS

Three profound shifts will transform who your customer is, what she cares about, what kinds of marketing resonates, and how she shops.

In this provocative speech, renowned futurist Faith Popcorn, CEO of Faith Popcorn’s BrainReserve, illuminates how our culture and the consumer marketplace are evolving – and how you can thrive in this rapidly changing landscape.  

She will share these emerging Trends:

• N of 1: Ultra-Personalization, and how a new vocabulary and toolkit is needed for marketers to survive
• Gender Wars: How EVEolution, the End of Masculinity and Gender Fluidity Emerging will require marketers to work with new sensitivity and daring.
• The Robo-Revolution: With AI replacing 40% of jobs and the Gig Economy on the upswing, a new kind of consumer arrives, with unprecedented need states. Will you be ready to serve her?

Brace yourself for a shocking and engaging look at where your brand, business and daily life is headed – and how to achieve your Best Future.

Faith Popcorn

Founder and Chief Executive Officer Faith Popcorn's BrainReserve

WORLD RECORD ACTIVATION SUCCESS FOR A BELOVED CENTURY OLD BRAND

Crayola has been creatively innovating and unleashing the originality in every child for 114 years, making 3 billion crayons a year across hundreds of colors. Leveraging the first new blue pigment to be discovered since 1802, Crayola jumped at the opportunity to reach their target through multiple coordinated activations, culminating in an interactive naming contest and partnership with Guinness World Records. Don’t miss Josh Kroo, Vice President, Marketing Communication, as he shares some key learnings from this successful, “Bluetiful” program.

Josh Kroo

Vice President, Marketing Communication Crayola

SMALL BUSINESS REVOLUTION

Deluxe, which has been a champion of small business since 1915, created the Small Business Revolution to shine a spotlight on the small businesses that are the lifeblood of our nation's economy. Along the way, the brand realized that nowhere were small businesses more under siege than in small towns – and they created the acclaimed “Small Business Revolution – Main Street” show, which each season gives one small town and its Main Street businesses a $500,000 makeover. Amanda Brinkman, Deluxe’s Chief Brand and Communication Officer and host of Small Business Revolution – Main Street, will share how Deluxe has transformed its own brand while transforming lives and entire communities.

Amanda Brinkman (@amandakbrinkman)

Chief Brand and Communications Officer Deluxe Corporation

ACTIVATING HOLIDAY CHEER FOR THE 21ST CENTURY

The retail environment is changing rapidly and shopping centers are evolving into an ever more important vehicle for communal experiences (Community gathering places), brand messaging, social media sharing and generating buzz.  This past Holiday season, GES and General Growth Properties partnered with Mattel to create an interactive and immersive 21st century take on Santa’s classic toy workshop. Robin Stapley, GES VP of Creative and Design and Rocell Viniard, GGP Director, Seasonal & Business Development share some surprising but universal truths coming out of their creative holiday immersive experience that engaged the entire family by allowing them to connect directly with the toys and encouraged creative thinking (play).

Rocell Viniard

Director, Seasonal and Business Development General Growth Properties

GOING TO GREAT "LENGTHS" TO GET A BETTER DOG IN PEOPLE'S HANDS

Oscar Mayer hot dogs have been among America’s favorite for years, loved in everything from family barbecues to sporting events and family kitchens. How do you build on this success and keep the brand fresh and relevant for today’s consumers? Hear Greg Guidotti, Head of Marketing for Oscar Mayer – and Tom Smith, Group Managing Director @ McGarryBowen –  share the story behind Oscar Mayer’s hot dog Portfolio Reinvention with better products, expanded experiential outreach leveraging the iconic Wienermobile and other creative brand activations… all For the Love of Hot Dogs! 

Greg Guidotti (@Guidotti17)

Head of Marketing, Oscar Mayer The Kraft Heinz Company

NO KID HUNGRY: LEVERAGING BRAND ALIGNMENT FOR MISSION AND BUSINESS IMPACT

Brand activation is a multi-faceted strategy at Share Our Strength and with our No Kid Hungry campaign. For more than 30 years, we’ve created effective partnerships with corporate brands, media entities, influencers, bipartisan political representatives, nonprofit organizations and individuals to end childhood hunger in America. While leveraging all aspects of the brand marketing mix, we have expanded our network of supporters while driving business results for our partners. Peter Kaye, Chief Revenue and Marketing Officer will share case studies and best practices on how partners such as Citi, Williams-Sonoma, Shake Shack and Food Network as well as influencers such as Jeff Bridges and P!nk have grown their brands while aligning with a purpose-driven organization.

Peter Kaye (@petekaye)

Chief Revenue and Marketing Officer Share Our Strength – No Kid Hungry

CHICKENS, NINJAS AND BEARS...OH MY!

How to create innovative disruption in a hurricane of chaos. The world is changing quickly and disruption is all around us.  How we choose to lead against this disruption determines whether we will be the disruptor or the disrupted.  Meet an organization that is building the heart and culture of true change.

Tim Lowe

Chief Executive Officer Lowes Foods

MOD PIZZA – THE STORY OF THE NATION’S FASTEST GROWING PIZZA PLACE (THAT REALLY ISN’T A PIZZA PLACE)

MOD Pizza is the nation’s fastest growing pizza chain, with over 300 locations in 27 states and plans to open many more in 2018. Pioneers of the superfast pizza experience, MOD’s artisan-style pizzas and salads are individually sized, made on demand and ready in minutes. But the story behind their growth goes far beyond quality pizza. In fact, they don’t view themselves as a pizza chain. MOD’s founders sought to build a business focused on creating positive change in the lives of their employees and the communities they serve (and they happened to create a fantastic pizza). This belief, drives every decision they make. Tracy Cioffi, MOD’s Chief Marketing Officer, will share their story.

Tracy Cioffi (@tracycioffi)

Chief Marketing Officer MOD Pizza

The ANA Brand Activation Division brings you an exciting evening of baseball at Wrigley Field to see the 2016 World Series Champion Chicago Cubs host their division rival St. Louis Cardinals.  

There are 2 options for registered Brand Activation Conference attendees:

• Option #1: SOLD OUT! VIP reception + ticket for the game + roundtrip bus transportation to and from the Marriott to Wrigley Field. (limited to first 100 registrants). Reception Location: American Airlines Conference Center next to the stadium, 1101 W. Waveland Ave., Chicago, IL 

• Option #2: SOLD OUT! Ticket to the game on Tuesday, April 17^th @ 7:05 (supplies are limited so register early)

EFFECTIVE PERSONALIZATION IN A REAL-TIME WORLD

Delivering delightful and seamless experiences that anticipate your most valuable customers’ needs is no longer just “nice to have,” it’s fast becoming expected. And at the heart these dynamic, personalized experiences is a detailed understanding of who your customers really are: purchase intent, location history, media preferences over time, and much more. Matthew Tilley will discuss how brands can deliver on these expectations by connecting data to a flexible omnichannel ecosystem that enables action on the insights. In this session, Matthew will offer attendees:

• A vision for the data, platforms, and expectations needed to build a full-life view of your customer over time.
• Use cases for how brands seamlessly connect and activate their customers across marketing online and offline channels.
• Perspective on measurement to prove and improve the value and performance of every channel and campaign.

Matthew Tilley

Senior Director, Marketing Valassis Digital

THE RISE OF YOU: THE NEW WORK OF MARKETERS

Digital technology was the ultimate business disruptor. A lightning-fast transformer of customer expectations and competitive landscapes. But amid the radical change, marketers are emerging as a bold new breed of business leader. They are embracing technology to elevate the art of marketing to a data-driven science. Enabling organizations to connect with customers as individuals, anytime and anywhere. And earning a more exciting and influential seat at the leadership table. Learn how IBM – a timeless brand with data in its DNA – is empowering the rise of marketers to transcend industry disruption now and in the future.

Maria Winans

Chief Marketing Officer, North America IBM Corporation

RE-IMAGINING THE BRAND EXPERIENCE

The differences between creating an experience verses a marketing campaign are vast and important to understand.  The goal for any marketer should be to transform the way consumers not only think about brands, but how they experience and respond to them.  In making the conversation less about a specific platform or ROI objective, and more about emotion and response, we can meet our objectives organically, and make powerful connections with consumers in the process.  In this session, Jennifer Tracy, SVP, Partner Marketing and Creative Advertising, will dive deeper into the notion of “brand experience” by sharing insights and highlighting programs they have created at Nickelodeon that have allowed them to leave a lasting impression on their fans. 

Jennifer Tracy (IG- jet_racy)

Senior Vice President, Partner Marketing and Creative Advertising Nickelodeon

KEEPING YOUR CONTENT RELEVANT: SERVING UP WHAT CONSUMERS ACTUALLY WANT TO SEE

Content is at the heart of brand activation for Kimberly-Clark, manufacturer of global brands like Huggies and Kleenex. But brands today are facing a paradigm shift in content – what is relevant and meaningful to consumers is always changing. With the consumer in the driver’s seat, how can you make sure your brand is keeping up? Don’t miss Hanna Mahuta, Director of Digital Marketing & Technology Strategy at Kimberly-Clark – and Adri Nowell, Director of Product Marketing at Bazaarvoice as they discuss new trends in shopper behavior and how to serve up the content consumers actually want to see.

Hanna Mahuta

Director, Digital Marketing and Technology Strategy Kimberly-Clark

TURNING BRAND LOVE INTO BRAND GOLD

Cheetos has been one of the most popular brands at Frito-Lay and the entire snack category for years, with ultra-creative Brand Activation programs leveraging the core brand attributes and its consumers’ passion. Winning not 1 but 2 Gold REGGIE Awards in 2017 for the Cheetos Museum and Cheetos Store, Rachel Ferdinando, Vice President, Core Business, Media & Digital will share how they unlocked the core brand essence to encourage fans to interact and engage with the brand in a fun, sharable way.

Rachel Ferdinando

Vice President, Core Business, Media and Digital Frito-Lay North America