2019 ANA Masters of Marketing Week

Golf Tournament (In Partnership with LPGA)

Tennis Tournament (In Partnership with WTA)

The Tennis Tournament is currently at capacity, please email Meghan Salome at msalome@ana.net to be placed on the waitlist.

LPGA Golf Clinic with LPGA Teachers

The LPGA will be offering a free golf clinic for players of all skill levels who would like to participate but do not wish to play in the tournament. All conference attendees are welcome to attend. You do not need to bring or rent clubs to join us. Limit 25 participants.

The golf clinic is currently at capacity, please email David Buzby at dbuzby@ana.net to be placed on the waitlist.

Session 1 – IT'S ABOUT TIME

Connecting with the consumer has never been more challenging for modern brands. Consumers are faced with endless content options and choices in media and entertainment, which means that the new currency of engagement is our time and attention. In this session, you will hear original consumer research on the drivers and motivators for how people tune in to content and platforms, their sentiment on advertising, and how brands and marketers can tap into new consumption patterns – like binge watching – to make their message stand out. 

Jill Siegel

AVP, Business Intelligence Xandr

Session 2 - PART 1 – NEW MARKETING REALITIES: THE INTERSECTION OF TECHNOLOGY AND CULTURE

Advertising has entered new frontiers in creativity as agencies and marketers are creating and extending brand experiences that are penetrating  culture in new ways. Hear from Wieden + Kennedy, the leading independent agency dedicated to making work that influences culture to dramatically build business value. W+K is an industry leader with a growing body of groundbreaking advertising for inspiring and inspired clients including Airbnb, Bud Light, Coca-Cola, Disney, Fisher Price, Ford, KFC, McDonald’s, Mondelez, Nike, P&G, Samsung, and many more. At W+K everyone and everything is driven by creativity as a core mission to build strong and provocative relationships between good companies and their customers. Learn what it takes to build a creative culture to do work that impacts culture in exciting, compelling, and powerful ways. 

Symposium Format

Note: There will be two separate sessions, the first hour will not be repeated. Attendees are welcome to attend part one, part 2, or both.

Moderator: Paul Kurnit

Professor Pace University

Repeat Session 1 – IT'S ABOUT TIME

Connecting with the consumer has never been more challenging for modern brands. Consumers are faced with endless content options and choices in media and entertainment, which means that the new currency of engagement is our time and attention. In this session, you will hear original consumer research on the drivers and motivators for how people tune in to content and platforms, their sentiment on advertising, and how brands and marketers can tap into new consumption patterns – like binge watching – to make their message stand out. 

Jill Siegel

AVP, Business Intelligence Xandr

Session 2 - Part 2 - NEW MARKETING REALITIES: THE INTERSECTION OF TECHNOLOGY AND CULTURE

Advertising has entered new frontiers in creativity as agencies and marketers are creating and extending brand experiences that are penetrating  culture in new ways. New media and technology are enabling entirely new ways to communicate and connect with consumers. Augmented Reality, Virtual Reality, Artificial Intelligence, Data Driven 1:1 Messaging, and Machine Learning are extending new ways to deliver deeper brand engagements with audiences. We are past the point of tech being a novelty as technology is extending seamless cultural participation for consumers. Hear from a panel of culture and technology experts who will present new research on culture and the concept of culture muscle, the use of technology to unlock human emotion for advertising solutions, the new pervasiveness of Artificial Intelligence in every facet of advertising enterprise, and the advent of technology as a driver for innovative and breakthrough new dimensions in advertising agencies.

Symposium Format

Note: There will be two separate sessions, the first hour will not be repeated. Attendees are welcome to attend part one, part 2, or both.

Hour two – Panel Presentations and Discussion

Moderator: Paul Kurnit

Professor Pace University

Join A+E Networks for opening night dinner where you’ll be treated to a special performance by OneRepublic courtesy of Westwood One. This past spring, the Grammy nominated band released “Start Again ft. Logic,” a song featured on the soundtrack for the Netflix drama 13 Reasons and “Connection” which was part of FCA’s Summer of Jeep campaign. OneRepublic’s current single, “Rescue Me,” is climbing the pop charts now.

OneRepublic

From Interruption to Inspiration: Why Ads Stand Out When They Fit In

The best ads do more than help customers decide what to buy. They help customers decide who to be. As our industry focuses on intent and the bottom of the funnel, we’re forgetting about the magic of deciding. Inspired ads can help people turn their dreams into decisions. Join Pinterest's Jon Kaplan to learn how the most effective ads don’t interrupt—they inspire.  

Jon Kaplan

Global Head of Partnerships Pinterest

OPENING REMARKS

Bob Liodice

CEO ANA

TARGET GETS TO THE BEST VERSION OF ITSELF

After a tough 2016, Target leaders recommitted to the iconic brand’s strengths. In this session, learn how a laser-like focus on consumers; investments in stores, technology, and private label brands; and fresh approaches to marketing have made Target one of retail’s big winners.

Rick Gomez

Executive Vice President and Chief Marketing and Digital Officer Target Corp.

A PEEK BEHIND THE CURTAIN AT DISNEY

Across many touchpoints, Disney Parks, Experiences, and Products brings the magic of Disney into the daily lives of families and fans around the world. In this session, learn how Disney continues to innovate to deliver industry-disrupting, immersive experiences that leverage the legacy of the Disney brand and create emotional connections with audiences. Also, hear how key constituencies, cultural considerations, and marketing pillars inform the creative and commercial decisions made by Disney Parks, Experiences, and Products.

Jill Estorino

Executive Vice President, Global Marketing and Sales Disney Parks, Experiences and Products

THE REAWAKENING OF CHIPOTLE

Since its founding in 1993, Chipotle had essentially created the “fast casual” restaurant category by serving responsibly sourced, classically cooked, real food without artificial flavors, colors, or preservatives. However, around 2015, the brand began to lose its relevance and allowed others to usurp its leadership position in fast casual. In 2018, Chipotle set out to be more visible, more distinctive, and more culturally relevant. In this session, learn how Chipotle’s new marketing team is driving its new mission: to reinvigorate sales, celebrate what is special about Chipotle, be more innovative, and elevate the company into a purpose-driven lifestyle brand.

Chris Brandt

CMO Chipotle

TRANSFORMING EXPERIENCES TO TRANSFORM CUSTOMER RELATIONSHIPS

In today’s highly-competitive market, the experiences brands create are a major competitive differentiator. By creating more intelligent and unique touchpoints, brands can drive more meaningful connections with customers. This subsequently increases customer loyalty and turns them into customers for life. As the Global CMO of SAP, Alicia is leading SAP on its journey to be the ‘Experience Management’ (XM) leader. In this session, she will uncover the importance of XM in today’s experience-obsessed economy, as well as how other companies can implement XM approaches to enhance the experiences they deliver every day. Alicia will also highlight how brands can infuse emotion into experiences – not only with customers, but with employees, brands and products to create truly personalized experiences.

Alicia Tillman

Chief Marketing Officer SAP

THE POWER OF LOVE AT DUNKIN’

The love affair between Dunkin’ and its guests goes back 70 years, with the brand’s signature coffee, donuts, and breakfast sandwiches a key part of daily life for millions. But as Dunkin’ aimed to establish itself as the premier beverage-led, on-the-go company, it was time to take the relationship to the next level. Since 2017, Dunkin’ U.S. CMO Tony Weisman has led the company’s marketing strategy through one of the most exciting and important periods in its history, culminating in a rebranding that included new packaging, new restaurant designs, and even a new name. In this session, learn how Dunkin’ leveraged the passion of fans, finding new ways to celebrate and elevate it, and understanding the risks of not recognizing and responding to what drives their love. He will also share some of Dunkin’s lessons learned in turning brand love into greater customer action.

Tony Weisman

CMO Dunkin’ U.S.

Solving for Contradictions to Deliver Growth that Matters

Delivering growth for your business has always been about delivering what matters to consumers.  However, to deliver exponential growth, marketers must resolve contradictions brought about by today’s disruptions.  Join Kirk Perry to hear how marketing can champion your organization through today’s disruption to deliver exponential growth.

Kirk Perry

President, Global Client & Agency Solutions Google

2019 CLASS OF RISING MARKETING STARS

Once again, the ANA will present Rising Marketing Star Awards to four of the best and brightest young marketers from member companies. Nominated by a senior executive in their marketing organization, these individuals, all 30 years old or younger, have shown competence, aptitude, leadership, and professionalism in the field of marketing.

CREATIVITY THAT BUILDS CONNECTIONS AND DRIVES GROWTH

Learn how true creativity can build a unique emotional connection with the consumer and create sustainable change in behavior over the long term. By using marketing as the catalyst for explosive business growth, marketers can drive a brand forward with an authenticity that stirs desire.

Andrea Brimmer

Chief Marketing and Public Relations Officer Ally

THINKING SMALL ISN’T SMALL AT ALL

After 20 years of aggressive price promotion and inconsistent messaging, one-time market leader Pearle Vision found itself struggling in the highly competitive optical retail landscape. Competitive pressure exacerbated an already pressing need to move away from aggressive discounting and identify a pathway forward for the brand, not only to drive market share growth but, as franchise-driven brand, to accelerate growth of their North American footprint. This session will explore the journey that led Pearle Vision back to prominence and the role a small emotional insight played in its resurgence as one North America’s premier franchise and health care services brands.

Doug Zarkin

Vice President and Chief Marketing Officer Pearle Vision - Luxottica

Join ANA Audio Partner, iHeartMedia for a dinner where you will enjoy great conversations and especially a not-to-be missed performance by multi-platinum iconic rock band, BUSH.  With a discography that includes such monumental rock albums as 1994’s 6x platinum-selling SIXTEEN STONE, ‘96’s triple-platinum-selling RAZORBLADE SUITCASE and ‘99’s platinum-selling THE SCIENCE OF THINGS, BUSH has sold close to 20 million records in the U.S. and Canada alone.   The band is currently working on the follow-up to 2017’s Black And White Rainbows, which People magazine hailed as “a triumphant return.”

BUSH

Good Night and Good Vibes Post Reception

Keep the evening going with after dinner cocktails and lite bites. Join TVSquared as you close out the day with a nightcap or get ready for the official late night after party.

Light Up the Night with DJ Irie

Join Extreme Reach at Light Up the Night with DJ Irie for a fun filled after-hours party from 11 pm – 1 am with Miami-based sensation, DJ Irie. The official DJ to both Jamie Foxx and NBA World Champions, the Miami Heat, has an incredible night in store for all. *Space is limited.

An Indispensable Channel to Drive Action

As the customer journey becomes more complex, the way brands generate and nurture relationships are also changing. Although marketers have more tools and channels than ever, conversion still remains one of the top challenges. The technologies and innovations driving mail’s new journey opens more opportunity to convert by leveraging digital intelligence into powerful touchpoints that drive meaningful action. This session unfolds the strategic imperatives that are crucial to understanding the dynamic power of mail that makes it an indispensable channel in today's omnichannel world.

Steve Monteith

Vice President, Marketing United States Postal Service

OPENING REMARKS

THE REINVENTION OF BRAND BUILDING

Reinventing brand building to drive market growth and shareholder value creation requires constructive disruption. In this session, learn about the priorities P&G has established as a company: reinventing media from mass blasting to mass reach with 1-to-1 precision using data, analytics, and digital technology; reinventing advertising from mass clutter to reimagining creativity for a superior consumer experience; reinventing brands from being all about themselves to being a force for good and a force for growth; and reinventing brand builders from outsourcing work as project managers to becoming brand entrepreneurs with our hands on the keyboard.

Marc Pritchard

Chief Brand Officer, The Procter & Gamble Company Chair, ANA Board of Directors

YOU’LL SHOOT YOUR EYE OUT AND OTHER WARNINGS TO IGNORE

ANA’s Second Stage kicks off with six “alternative” sessions featuring speakers who will discuss what's new, what's next, and what matters most in marketing today. First up is Dana Anderson, chief transformation officer at MediaLink, who will explore the benefits of letting go of control. Her foremost goal is to encourage all of us to act like rebels and break rules. Why? Because doing so will lead to better ideas, happier teams, and more successful business outcomes. Ms. Anderson will also reveal why control is for beginners, how rebels can change the world, and what all this has to do with growth. 

Dana Anderson

Chief Transformation Officer MediaLink

HOW HUMANIZING A BRAND CAN CHANGE THE GAME

What side of history do you want to be on? It’s time marketers stop playing by the rules of traditional marketing. If we want to build brands for the future, then we need to go beyond seeing people as only consumers of our products. Simply put, we need to put people first. In this session, learn how the largest brewer in the world is changing everything with one mission: to place people at the center of everything they do.

Marcel Marcondes

U.S. Chief Marketing Officer Anheuser-Busch

STATE OF MEDIA 2020 – TRENDS TO WATCH

The Hershey Co. has been bringing “goodness to the world” for over a century through its portfolio of iconic brands. As head of media and communications planning, Charlie Chappell is charged with transforming Hershey's approach to media as consumers change their media consumption habits. In this session, he will address the key media trends to watch as we approach 2020. Those will include OTT, retailers as media companies, audio, transparency, and building trust in the new media ecosystem.

Charlie Chappell (@charliechappell)

Head, Integrated Media and Communications Planning The Hershey Company

DRIVING BUSINESS RESULTS THROUGH THE POWER OF MUSIC

Co-marketing campaigns with the music industry, including with major labels and individual artists, as well as with music channels such as Apple Music and SiriusXM, have helped Fiat Chrysler Automotive build enduring automotive brands. In this session, learn how these innovative campaigns have fueled business results through increased sales, digital growth, website traffic, and consumer social reach and engagement.

Olivier Francois

Chief Marketing Officer Fiat Chrysler Automotive

REMAINING RELEVANT IN TRANSFORMATIONAL TIMES

The future does not fit into the containers of the past. We need to “twist into new shapes” by rethinking ourselves, our companies, and our marketing for the transformational times we are living in. Through 40 years of global learning and wisdom, Rishad Tobaccowala will share why it’s critical to get people to see, think, and feel differently.

Rishad Tobaccowala (@rishad)

Chief Growth Officer Publicis Groupe

2019 CLASS OF ANA GENIUS AWARD WINNERS

Who are the industry’s true data masters? We will present the 2019 winners of the ANA Genius Awards, presented by Neustar recognizing leading brand marketers for their outstanding achievements in data and analytics.

Bob Liodice

CEO ANA

DEATH TO DOMESTICATION

In this session, learn how the use of tension helped Buffalo Wild Wings grab attention and rejuvenate the brand. At the heart of its message, sports lovers are encouraged to get away from their cubicles, smartphones, and man caves and head to the nearest Buffalo Wild Wings — just as their “fancestors” did.

Seth Freeman

Chief Marketing Officer Buffalo Wild Wings

BUILT TO SUCK

According to master provocateur Joseph Jaffe, the corporate era is rapidly coming to an end. The biggest reason? The central operating system that powers the corporation, namely size, will be its downfall. Size is no longer a growth enabler; it’s a growth inhibitor. To respond, corporations must figure out how to “embrace their heresy” and deliver on four key pillars: Digital Disruption, Talent Resurrection, Customer Obsession, and Corporate Citizenship. Is there hope for the corporation? Can brands be saved? Where does marketing fit into all of this? Mr. Jaffe has the answers.

Joseph Jaffe (@jaffejuice)

Admiral, Co-Founder HMS Beagle

HOW BRAND IS HELPING ONE COMPANY’S TRANSFORMATION

In 2018, a decade after the financial crisis, Bank of America had one of its best years ever, with strong recognition for customer service in every category, the highest levels of customer satisfaction, and record financial results.

How has the company evolved, strengthened, and unified its business and brand? By reinvigorating all aspects of the brand strategy, simplifying brand architecture, articulating what the bank stands for, applying insights, and focusing on what clients across the globe care about. Under the leadership of CMO Meredith Verdone, these efforts have come to life though a compelling, modern marketing campaign.

In this session, she will share the story of how Bank of America reshaped its brand and how the brand has become an accelerant for growth.

Meredith Verdone

Chief Marketing Officer Bank of America

EXPECT THE UNEXPECTED

As Ford’s futurist for more than a decade, Sheryl Connelly is responsible for identifying global trends and exploring potential implications. Her insights on the future inform design, product development, and corporate strategy. In this session, she will discuss how organizations can identify and track trends and prepare for the unknown.

Sheryl Connelly

Manager, Global Consumer Trends and Futuring Ford Motor Company

THE CURRENT STATE OF CONSUMER BEHAVIOR

As the rate of consumer behavior accelerates, brands must stay one step ahead to get their message across. In this presentation, learn about the current state of marketing and the opportunities in front of brands to adapt and react as marketing matures alongside social media.

Gary Vaynerchuk

Chairman VaynerX

0 TO 60 IN TWO YEARS

Is it possible to build a soup-to-nuts in-house agency in just two years? What about one that wins Cannes Lions, fundamentally transforms the company, and earns honors as Ad Age's “In-House Agency of the Year”? Leland Maschmeyer, chief creative officer, will share how Chobani did just that.

Leland Maschmeyer (@leemaschmeyer)

Chief Creative Officer Chobani

The Making of a Business Model: How to Build a Truly Seamless Experience for Customers

Businesses are under immense pressure to be more and more efficient given the constant rise of new, disruptive business models. For the majority of businesses, it’s nearly impossible to overhaul existing business processes in order to adapt to new ways of working – especially when the industry is changing so rapidly. On top of this is the added challenge for businesses of having to meet and anticipate different consumer needs. How do you create a business model that creates a seamless experience for the consumer? How do brands fight for loyalty in a world with so many choices? And how do they do so without alienating distributed partners on a local level? In this session, Michelle Morris, VP, Global Marketing Solutions at Facebook and Andy Arnold, Chief Client Officer at Ansira, will share case studies and Forrester research that looks at the changing business model and where brands are seeing increased ROI in a digital world.

Michelle Morris

Vice President, Global Marketing Solutions, U.S. Facebook

WOW, NO COW: BRINGING OATLY TO THE U.S.

At the beginning of 2018, very few people in the U.S. had ever heard of oatmilk or really thought about putting those two words together to describe something to put in their coffee or pour on their cereal. Fast forward to the fall of 2018, when the international press encouraged its readers to #PrayForBrooklyn in response to an article depicting oatmilk demand far outstripping supply and the impact it had on the people of Brooklyn. In this session, learn how the Swedish oatmilk brand made its way from early ’90s university research to irreverent sustainable food cult (the post-milk generation) to U.S. third-wave coffee standard, bucking best practices, norms, and market research along the way. Hear about the challenges of and solutions for the “Great Oatmilk Shortage of 2018” and what’s next for Oatly in the U.S.

Mike Messersmith

General Manager Oatly

HUMAN EXPERIENCES FUEL GROWTH

We don’t wake up as customers. We begin and end each day as humans. And yet our ever changing technologies make us feel less human. In this session, hear new research on the value of human experiences to fuel growth and practical examples that CMOs can take back to their organizations.

Amelia Dunlop

Chief Experience Officer Deloitte Digital

Join Meredith for their second annual FOOD & WINE experience, featuring a custom menu curated and prepared by celebrated Chef Angie Mar, the acclaimed chef behind the iconic West Village Beatrice Inn in Manhattan.  Mar was named one of Best New Chefs of 2017 by FOOD & WINE, and “Chef of the Year” by Thrillist. In 2016, The New York Times awarded the Beatrice Inn two laudatory stars, calling it “one of the most celebratory restaurants in the city” and “a place to go when you want to celebrate your life as an animal.” Her first book, “Butcher and Beast” (Clarkson Potter) debuts in October, 2019. Autographed copies will be available at the post party.  The dinner will also feature distinctive wine pairings selected by FOOD & WINE Executive Wine Editor Ray Isle. 

Angie Mar

Owner & Executive Chef The Beatrice Inn

Dinner will conclude with a performance by internationally acclaimed DJ Michelle Pesce, along with a silent auction and a charity poker event compliments of World Poker Tour. Proceeds will benefit the Jacques Pépin Foundation and José Andrés’s World Central Kitchen.

Michelle Pesce

DJ & Founder/CEO nona entertainment

Advanced TV: How data driven brands are pushing the envelope on one to one advertising

Kevin Heindl

Director of Partner and Advertiser Solutions Experian

OPENING REMARKS

A GROWTH FORMULA THAT DISRUPTED AN INDUSTRY

Since its creation in 2013, Avocados From Mexico has become the most iconic brand in its category while doubling the volume of Mexican avocados in the U.S. in only six years. A CPG mentality, a unique approach to talent and corporate culture, and a laser-like focus on short- and long-term goals have taken the once small brand to unprecedented levels. The results: five successful Super Bowl campaigns and an off-the-chart consumption of 2.5 billion pounds of avocados in the U.S. alone. Learn how the desire to think differently has broken all the paradigms of one industry.

Alvaro Luque

President & Chief Executive Officer Avocados From Mexico

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

With more than 20 percent of high school students vaping today, youth smoking continues to be a national concern. In the face of challenges created by shifts in youth culture, an evolving tobacco industry, an emerging new youth epidemic, and a constantly evolving media landscape, how does truth remain relevant? Explore how Truth Initiative, the national public health organization behind the “truth” youth smoking prevention campaign, built brand relevance and authenticity with a young audience that is difficult to sway and even harder to convince to take action. Learn how the organization’s efforts are helping to combat this national crisis.

Eric Asche

Chief Marketing and Strategy Officer Truth Initiative

LEVERAGING CULTURE, CREATIVITY, AND COURAGE FOR TRANSFORMATION AND GROWTH

In 10 years, American Family Insurance has gone from a large regional player to the first purpose-led, customer-driven insurance brand. It’s a story shaped by courage, creativity, and creating a culture that places both customers and employees at the center of strategy. In this session, hear how marketing leadership has driven growth, transformation, and engagement.

Telisa Yancy

Chief Operating Officer American Family Insurance

BUILDING A BRAND: WHEN TECH AND LIFESTYLE COLLIDE

Postmates is the pioneer of on-demand delivery in the U.S. and has spent the past six years focused on building a lifestyle brand while continuing to drive growth — a rare combo in Silicon Valley. In this session, hear how tackling the on-demand delivery problem in Los Angeles allowed Postmates to become the market share leader in L.A. and the Southwest and establish the brand as a verb in pop culture. Also, learn how the company became a household name by bridging creative brand strategy with word-of-mouth marketing and performance-driven growth.

Eric Edge

Senior Vice President Marketing & Communications Postmates Inc.