2019 Brand Masters Conference Presented by Twitter

CREATING IMPACT IN A FAST-MOVING, SKEPTICAL YOUTH CULTURE LANDSCAPE

There are 3,200 youth that still light up for the first time every day. This is no coincidence because Big Tobacco hasn’t vanished in the lawsuits and legislation. They’ve just evolved, morphing from an enemy that is highly visible to one that is stealthy, hidden in the shadows and even scarier. A new generation of teens are becoming increasingly accepting of smoking, adopting a “you do you”, non-judgmental attitude toward their friends in a way that is negatively influencing their extended social circles. On top of that, vaping/Juuling is beginning to threaten truth’s success in lowering the smoking rate while opioid addiction is sweeping the nation. In the face of challenges created by shifts in youth culture, an evolving tobacco industry, a new youth epidemic emerging, and a constantly evolving media landscape, how does truth remain relevant?

Eric Asche (@easche)

Chief Marketing and Strategy Officer Truth Initiative

THINK SMALL TO GROW BIG: HOW TO INNOVATE IN BIG COMPANIES

Growth is no longer a given in the advertising business. And while reinventing traditional business models sounds like a great plan, it’s not easy. Leaders in large, legacy organizations often struggle to create new business opportunities, and drive change from the inside out. Join Dan Riess, EVP of Turner Ignite, to hear how Turner has applied a start-up mentality to grow several new business units within the sales organization, ranging from brand studios to social agencies, to precision targeting in television. He will share insights learned from successes and bumps along the way, and address how these changes are helping marketers execute campaigns with greater impact.

Dan Riess

Executive Vice President Turner Ignite

OREO: A COOKIE WITH CULTURAL CRED

How has a 100 year-old brand stood the test of time to become one of the most trusted brands among gen Z and millennials? From imaginative flavors to turntables that play cookies, the OREO brand’s culturally-attuned innovations and playful brand acts have contributed to its industry-leading revenue growth and broad appeal. Justin Parnell, senior director of the OREO brand, will share how this classic American icon has stayed fresh and relevant across different generations and cultures, while honoring its storied past.

Justin Parnell

Senior Director, OREO Mondelez International, Inc.

Taco Bell: Maximizing Value in a Multi-Platform World

Media is proliferating across platforms – and with it, so are audiences. This shifting media landscape has fundamentally changed how audiences, ads and content are measured. In this rousing fireside chat, Sarah Hofstetter, President, Comscore will be joined on stage by Marisa Thalberg, Global Brand Officer, Taco Bell as Marisa discusses how Taco Bell is ensuring that they are reaching their audience, creating meaningful engagement and of course, living mas in this evolving media world!

Sarah Hofstetter

President Comscore

The Purpose Paradox: How Brands Live Their Values Without Co-Opting Culture

According to the latest global Earned Brand survey, six in ten consumers consider themselves “belief-driven buyers” meaning they examine a company’s values in addition to the value a brand provides when making decisions. Yet “Purpose” has become a loaded buzzword. The temptation to co-opt culture as a way for a brand to become or remain relevant is very real. Join David Armano, Global Strategy Director from Communications Marketing firm Edelman to explore the latest sentiment consumers have toward brands willing to take stands. In this breakfast session we will explore how to build and sustain a “Cultural Purpose Platform” which accelerates authentic cultural change for brands both inside and out.

David Armano

Global Strategy Director Edelman

Welcome

Robin Wheeler

National Managing Director Twitter Client Solutions

Opening Remarks

Bob Liodice

Chief Executive Officer ANA

Host Opening Remarks

Roger Adams

Brand Management Committee Chair ANA

FIAT CHRYSLER AUTOMOTIVE’S TEN GUIDING PRINCIPLES

Olivier Francois, Chief Marketing Officer for Fiat Chrysler Automotive (FCA), approaches marketing for the company with a very strong sense of branding, as seen through iconic spots including Chrysler’s “Born of Fire” with Eminem and Ram’s “Farmer.” During the 2019 ANA Brand Masters Conference, Francois will take the audience through his playbook of ten principles that serve as his Northern star when building the FCA brand portfolio: Brand Persona, Purpose, Positioning, Promise, Proof, Personality, Playground, Playlist, People and Partnerships.

Olivier Francois

Chief Marketing Officer Fiat Chrysler Automotive

T-MOBILE: #CUSTOMEREXPERIENCEOBSESSED

T-Mobile’s customer-obsessed culture is their DNA. They are unlocking customer experiences by disrupting the status-quo and tackling the biggest wireless pain points head-on. These moves are driving the company’s market share growth, making it the fastest-growing U.S. wireless carrier. Learn all about what makes T-Mobile’s marketing so effective and how it plays a significant role in the company’s success.

Nicholas Drake (@drakenic)

Executive Vice President, Marketing & Experience T-Mobile

AETNA: MARKETING TO SAVE HEALTH CARE

Can marketing save health care? Aetna thinks so. During this interactive presentation, Aetna will highlight how their reimagined marketing organization has been instrumental in evolving Aetna from a health insurance company into a health company. You will also hear how Aetna’s “We Join You” brand platform and their newly created “Office of the Consumer” demonstrate the company’s commitment to helping its members realize the joy of achieving their health ambitions. Partnering closely with Aetna’s Medicare business, Aetna Marketing also recently launched a new brand to reach matures. Discover how this exciting new positioning focuses on the whole person – body, mind, and spirit – and promises to simplify health care for consumers seeking Medicare coverage.

Dave Edelman (@davidedelman)

Chief Marketing Officer Aetna, Inc.

PANERA BREAD: MARKETING THAT MATTERS

The marketplace, especially in the food industry, is very cluttered. Panera’s journey over the course of the last five years was transformative in its effort to stay fresh and relevant with its guests. Rooted in consumer insights, Panera’s marketing efforts all ladder up to its “Food as it Should Be” groundwork, the brand’s long term commitment to providing customers with transparency and clean ingredients. But Panera’s journey doesn’t stop with good food that is also good for you; the company evolves based on what their guests want. This includes quick access to craveable food — when and where guests want it — through digital and delivery efforts, to providing a more personalized experience to the company’s more than 30 million MyPanera loyalty members. When you have a brand that stands for something, it’s not marketing for marketing’s sake — it’s marketing to make a difference.

Chris Hollander

Senior Vice President, Marketing Panera Bread

THE KRAFT-HEINZ COMPANY WAY: OPERATING AT THE INTERSECTION OF BRANDS, FOOD AND CULTURE

The Kraft Heinz Company (KHC) was created in 2015, grounded on the core values of ownership and meritocracy, which provides KHC marketers with significant latitude to run their respective businesses and brands. KHC believes this approach will ultimately create an edge in terms of agility, consumer focus, and top talent attraction. Now, three years into the journey as the fifth-largest food and beverage company in the world, KHC leadership is asking “How can we preserve our marketers’ freedom to operate, but at the same time dramatically raise their game across 200 brands in 125 countries?”. In this session, you will hear how KHC’s first-ever Global Brand Officer (and CMO U.S.), Eduardo Luz, together with his team, is tackling this question through “The KHC Way.” Eduardo will explain their brand building mission, their 10 Principles (with examples of the principles in action), and how marketers are equipped and incentivized to adhere to those Principles.

Eduardo Luz

Global Brand Officer and Chief Marketing Officer, U.S. The Kraft Heinz Company

Rebecca K Rosengard

North America Business Marketing Twitter

EFFIE AWARDS SESSION

The afternoon will feature key insights gathered from the 2018 Effie Awards North America program and will showcase three 2018 Effie award-winning case studies.

Opening Remarks

Traci Alford (@effieawards)

President and Chief Executive Officer Effie Worldwide, Inc.

PROCTER & GAMBLE/TIDE: BLURRING THE LINES BETWEEN ADVERTISING AND REALITY

For the 2017 Super Bowl, Tide decided to warp the lines between reality and advertising. During the game, over 100 million people witnessed Terry Bradshaw go on what appeared to be live TV with a stain on his shirt. But, it was all part of the plan. Tide and its agency, Saatchi New York, had partnered with FOX to create a promo that looked and felt like a live broadcast. Viewers rushed to social media to call out the #BradshawStain. Then, during the next commercial break, Tide claimed the stain and revealed it was behind the stunt. Viewers were fooled, but loved it. In this session, learn how Tide and Saatchi New York threw the rulebook out the window, resulting in a never-before-seen experience that unfolded live, intersecting digital, social and broadcast in a seamless manner. 

Sundar Raman

Vice President, North America Fabric Care Procter & Gamble

WE HAVE THE MEATS: HOW ARBY’S CAME BACK TO LIFE

In 2014, Arby’s was closing stores. With high awareness and low consideration – the brand and business were dying. Enter “We Have The Meats.” An idea that transformed the entire Arby’s organization; driving breakthrough communications, shaping product innovation and uncovering an unmistakable voice for a brand that had been all but forgotten. Hear the how the team embraced risk and authored the story of a true QSR comeback.

Jim Taylor

Chief Marketing Officer Arby’s

HOW PRUDENTIAL LED A BRAND REINVIGORATION IN THE AFTERMATH OF THE FINANCIAL CRISIS

This decade-long strategic and creative partnership helped “The Rock” reemerge as a vital brand and category leader at a time when Americans felt uncertain about their financial futures and ignored by an out-of-touch industry. The first chapter of the partnership, “Day One,” repositioned Prudential as a retirement leader through an authentic reimagination of the new American retirement reality. The “Challenge Lab” upended the conventional wisdom that financial services is a “low engagement category,” by reframing familiar financial issues through the lens of behavioral science and interactive experiments.  Most recently, “The State of Us” has boldly positioned Prudential in today’s unique cultural environment as a champion for inclusive progress and financial wellness for all. In this session, discover Prudential’s story of sustained success in the aftermath of the financial crisis.

Joe Volpicelli

Vice President and Head of Creative Prudential Financial, Inc.

Six Second Ads - Should I Use Them?

Dave Smith from Ipsos will share some brand new data on the role of six second ads. This presentation will highlight 6 key best practices of successful ads, along with tactics to avoid. In addition Dave will some effective ways to leverage 6 second ads as part of broader marketing campaigns.

Dave Smith

Senior Vice President and Head of Digital Ipsos

REVITALIZING AN INDUSTRY AND A CITY

In 2018 Quicken Loans became one of America’s largest residential mortgage lenders. Quicken Loan’s growth comes in the face of the effects of rising interest rates on the economy. They accomplished this by staying true to their core differentiators: culture, investing in their people, leading technology and customer experience. Hear how Quicken Loans stays true to their brand, changed an industry with the first completely online and fully personalized mortgage experience, as well as how they stayed true to their Detroit roots and helped revitalize the city.

Casey Hurbis

Chief Marketing Officer Quicken Loans

IT’S PERSONAL: USING DATA TO MAKE FITNESS FUN

Orangetheory Fitness (OTF) is one of the hottest boutique fitness brands in the world, eight years young and already a billion dollar brand disrupting the fitness category. Offering an innovative science backed, technology tracked 60-minute coach-led full-body workout, Orangetheory Fitness is gaining fast fame for delivering real results for people in its more than 1,000+ studios across 17 countries. Discover how this fast-growing fitness franchise leverages data in every aspect of the Orangetheory Fitness experience to motivate their nearly 1,000,000 members and keep them addicted to the workout, addicted to the brand and addicted to recruiting more OTF fans wherever they can.

Kevin Keith (@kkeith)

Chief Brand Officer Orangetheory Fitness

RE-BRANDING CANNABIS - HOW MEDMEN IS ELEVATING THE CONVERSATION

Join MedMen’s CMO David Dancer for a conversation about the emerging cannabis market. He’ll discuss the challenges of marketing a federally-banned substance and the opportunity to shift the conversation – introducing a new era of consumers that don’t identify as “stoners,” but rather use cannabis for health, wellness or enjoyment. Known as “The Apple Store of Weed,” MedMen has repositioned cannabis to the new consumer in an environment that’s welcoming and akin to any other shopping experience. 

David Dancer (@davidhdancer)

Chief Marketing Officer MedMen

BIG BRANDS STILL MATTER

In a world where unicorn start-ups are a collective obsession, it is believed that millennials won’t buy anything that comes from a legacy corporation, especially one that doesn’t have a stated “purpose.” The phrase “digital marketing” sends tremors of panic through the hearts of even the most stoic executive officers, who are now trying to establish an answer for, “What is the role of a big brand?” Hear how one brave team of “traditional” CPG marketers has refused to throw in the towel and has turned this brave new world on its head to deliver strong growth on $1B brands using a mix of old and new tools.

Melodie Bolin

Director, Marketing Mars Petcare