2016 ANA Brand Masters Conference Presented by NBCUniversal

BRANDS WORKING WITH STARTUPS

Brands work with startups in the advertising and marketing space for many reasons: innovation, new capabilities, fresh thinking, and more. Meanwhile, the corporate world provides startups with exposure and potential funding. It’s a win/win.

ANA/CTA Research:  Brands Working with Startups*^: Based on new research from CTA and ANA, discover how the industry should engage startups, their pros and cons, and how the role of consumer technologies in today’s marketing is changing.

Encouraging and Protecting the Small and the Brave^: Hiscox Insurance not only insures startups and nano businesses, it works to deeply understand, engage and encourage them to reach their full potential. Discover how Hiscox actively supports and nurtures a small business owner community and builds it brand along the way.

Marni Gordon

Senior Vice President ANA

ARE YOU PREPARING FOR A WORLD OF ADDRESSABLE MEDIA? YOU SHOULD BE.

AudienceScience will share reasons why brand marketers should be preparing for a world where digital addressable media will be the primary vehicle for advertisers to effectively reach their target consumer audiences.

Shelley Eleby

Vice President, Global Marketing AudienceScience

REDEFINING VIDEO FOR THE DIGITAL AGE

At NBCUniversal, we don’t talk about TV anymore. We talk about VT – Video Technology. VT is the incredible intersection of content, data, and distribution. It’s the ability to get the best premium video anywhere, on any device. Premium video as a medium has never been more powerful and it’s more powerful than anything else. That’s our vision of the future. And when it comes to the first part — content — the future is already here.

Linda Yaccarino

Chairman, Advertising Sales and Client Partnerships NBCUniversal

Welcome

Linda Yaccarino

Chairman, Advertising Sales and Client Partnerships NBCUniversal

Opening Remarks

Bob Liodice

Chief Executive Officer ANA

THE FUTURE OF BUSINESS IS COGNITIVE ^

Data is the key to personalized customer experiences. But 80 percent of data today is unstructured — essentially invisible to computers and therefore of limited use to us. Cognitive technologies like IBM Watson can unlock the meaning hidden within that data, helping businesses gain an ever — deepening understanding of individuals. Jon Iwata will share IBM's vision for the Cognitive Era and how it will transform how we understand and engage individual customers.

Jon Iwata (@coastw)

Senior Vice President, Marketing and Communications IBM Corporation

ADT’S INTEGRATED MARKETING JOURNEY

ADT is one of the most trusted and well-known brands in the security industry, serving more than six million residential and small business customers. ADT delivers an integrated customer experience by maintaining the indus­try’s largest sales, installation and service field force and most robust monitoring network, all backed by the support of nearly 16,000 employees. Jerri DeVard leads marketing and will share the journey of the company’s integrated marketing programs — including brand, advertising, digital, communications, lead generation, pricing, competitive intelligence, and sponsorships. 

Jerri DeVard (@ADT)

Senior Vice President Chief Marketing Officer ADT Corp.

PROCTER & GAMBLE: ALWAYS #LIKEAGIRL ^

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to the Always brand purpose and inspired their target. Discover how this global movement drove significant results and won industry accolades including multiple Gold Effie Awards. 

Amanda Hill (@ProcterGamble)

NA Regional Brand Director The Procter & Gamble Company

HOW INNOVATION & SIMPLICITY DRIVES LOYALTY ^

With fresh research and an eye toward global innovation, Wyndham Rewards — the guest loyalty program of Wyndham Hotel Group — is making bold moves to redefine what a hotel loyalty program can be. Bucking industry trends of confusing reward categories and devalued points, the new program makes it simple and easy for members to earn the reward they want most: a free night. Join Noah Brodsky, Wyndham Hotel Group SVP of Worldwide Loyalty and Engagement, for a discussion on how the world’s largest hotel company not only repositioned its loyalty program but in turn, found new ways to drive incremental growth and member engagement.

Noah Brodsky (@WyndhamRewards)

Senior Vice President, Worldwide Loyalty and Engagement Wyndham Hotel Group

KIMBERLY-CLARK’S TOTAL MARKET JOURNEY

Just a few years ago, Kimberly-Clark embarked on a journey to capture the exponential growth of multicultural consumers. These consumers represent the “new majority” with 50 percent of babies born today and 40 percent of millennials being culturally-diverse and the largest influencers across American culture. Kimberly-Clark challenged itself with taking the traditional function of multicultural marketing and redefining it to “marketing in a multicultural America.” This new total market strategy would allow the company to recognize that these segments were not just silos of budgets or programs, but required active integration into all marketing processes.  While the journey continues, Kimberly-Clark will share its story on the lessons learned to date and how they are setting a new strategic foundation for growth.

John Cayer (@KCCorp)

Vice President, Global Marketing Kimberly-Clark Corporation

THE FUTURE OF MEDIA: 4 TRENDS THAT ARE ACTIONABLE TODAY

In this session, 4C CEO Lance Neuhauser will discuss how cross-screen consumption is changing the media landscape and how marketers can take steps today to capitalize on key opportunities.

Lance Neuhauser

Chief Executive Officer 4C Insights

A REBRANDING CASE STUDY ^

Rebranding requires courage – and sometimes an outside push. Following the financial crisis, shares of ING U.S. were publicly offered via an IPO, as part of a global deconsolidation program by the parent company, ING Group.  This resulted in the creation of a 6,500 person, Fortune 500 “startup” that required a new identity. The Voya Financial brand debuted in 2014, rebranded from ING. Voya’s chief marketing officer will take us behind the scenes to highlight how the newly formed company established a name and identity, and created awareness for a new brand. That new brand entered the very crowded financial services marketplace, and quickly made a difference to the consumer, and other stakeholders, by reimagining Voya as a company that is changing the way America thinks about retirement.

Ann Glover (@AnnBGlover)

Chief Marketing Officer Voya Financial

PULTE GROUP: LEVERAGING THE CONSUMER JOURNEY TO INNOVATE AND DIFFERENTIATE*^

PulteGroup, a Fortune 500 company that is one of the country's largest home builders, operates nationally under the Pulte Homes, Del Webb and Centex brands. It targets nearly every price point and homeowner life-stage.  The company participates in a category that represents the biggest financial and emotional purchase decision consumers ever make.  Learn how the PulteGroup marketing team has leveraged the consumer journey to empower all internal constituents, from front line sales and construction managers to the board of directors, with insights and actions to drive meaningful innovation and differentiation in a category that is often commoditized.

Manish Shrivastava (@PulteHomes)

Chief Marketing Officer Pulte Homes, Inc.

MADE IN BROOKLYN: BRAND BUILDING LESSONS FROM BROOKLYN USA *^

The New York City borough of Brooklyn has emerged as a center for entrepreneurship, cultural evolution and tourism. Its character, importance and relevance today are captured in the way most refer to her in global pop culture: Brooklyn, USA. All this cultural richness and heritage has manifest itself in a growing home to incredible entrepreneurial growth and innovation. Brooklyn today embodies a special mystique, identity and ubiquity. This session, curated by Spike DDB, will explore the strengths of the Brooklyn brand, its remarkable authenticity and its biggest challenges.

Victor Paredes

Managing Director Spike DDB

EXTENDING THE LIFECYCLE OF A NARRATIVE

One of the greatest challenges that communications and marketing professionals will face in the foreseeable future is in extending the lifecycle of a narrative. During this session Steve Rubel, Edelman's Chief Content Strategist, will discuss their latest ecosystem forecast  research and the five strategies marketers will need to embrace to ensure their communications marketing narratives are discoverable around the entire ecosystem.

Steve Rubel (@steverubel)

Chief Content Strategist Edelman

THE PATRON PARADOX: WHY THE WORLD’S #1 TEQUILA STILL HAS SOMETHING TO PROVE *^

Sometimes success can be your worst enemy. Patrón Tequila is known across the world but very few understand the process and people behind the product. Now more than ever, consumers desire more insight into their favorite products.  Discover how Patrón is using digital connections and social conversations to serve them.

Lee Applbaum (@leeapplbaum)

Global Chief Marketing Officer Patrón Spirits

A CHALLENGER ETHOS: SEVEN WAYS TO OUTTHINK THE LEADERS AND WIN*^

Most challenger brands start by looking at the competition. A better approach is to start by looking at yourself and the brands you admire outside your category. Consumer expectations today are not always set by category leaders, but by those offering the best brand experiences. This couldn’t be truer than in the highly regulated, big spending insurance category. This presentation will share seven ways American Family Insurance reshaped itself from the inside out by establishing a “challenger ethos” where the consumer is not only at the center, but is viewed as the real champion.

Telisa Yancy (@telisayancy)

Vice President of Marketing American Family Insurance

PURPOSE DRIVEN CONTENT STRATEGY FOR BRAND TRANSFORMATION *^

How do you turn around a 100-year-old brand? To answer that question, Deluxe, a B2B services company, invested in rich, authentic content, earning increased brand awareness. Through an original documentary and photo essay series, Deluxe ignited a "small business revolution" utilizing social and purpose driven content to tell the story of how important small business is in the U.S. In this presentation, Deluxe Corporation will share the modern marketing approach that set them on a trajectory to not only raise brand awareness, but create a movement.

Amanda Brinkman (@akbrinkman)

Chief Brand and Communications Officer Deluxe Corporation

SAP: UNIFYING BRANDS FOR A SEAMLESS CUSTOMER EXPERIENCE^

SAP’s vision is to help the world run better and improve people’s lives. Today, 74 percent of all worldwide business transactions touch an SAP system. Over the past five years, SAP has made crucial cloud acquisitions to uniquely position the company as the leader of digital business transformation in the global economy. A truly seamless end-to-end solution for digital business requires a seamless end-to-end customer experience. Discover how SAP’s unified brand architecture amplifies the strengths and value of SAP and its acquired brands and plays an important part in creating a seamless customer experience.

Roger Baxter

VP, Global Brand SAP Marketing