ANA's Masters of Marketing Golf Tournament is a scramble format with a shotgun start. Foursomes are arranged by ANA. Clubs and shoes are available to rent in the clubhouse's pro shop. The cost for golf is $196 and can be selected during the registration process. Lunch will be provided starting at 12:00 pm.

ANA’s Masters of Marketing Tennis Tournament is a mixed doubles round robin format, arranged by a tennis pro. Tournament play will begin at 1:00pm, with boxed lunches and warm-ups to start at 12:00pm. The cost to play Tennis is $30 and can be selected during the registration process. 

CONFERENCE KICKOFF SESSIONS (seating is limited - first come, first served)

KICKOFF A1: HOW RETAIL MEDIA, STREAMING PLATFORMS & BRANDS ARE PARTNERING TO BOOST CTV AD PERFORMANCE (Presented by Walmart Connect)

Advertisers are well-aware of CTV’s potential as an emerging channel to reach consumers and streaming ad investments continue to rapidly increase. Yet, many marketers are adjusting to the ad format and which best practices to use – especially for keeping those investments accountable in an era when marketing dollars are under increased scrutiny. This panel – led by Walmart Connect in partnership with NBCUniversal – will feature campaign case studies from brands to showcase how they’ve not only found success through CTV, but are using the medium to complement their omnichannel efforts. 

Sylvia Yam

Senior Director, Strategy & Business Development Walmart Connect

KICKOFF A2: THE NEW AMERICAN CONSUMER AND THE GROWTH THAT MARKETERS MAY BE MISSING (Presented by iHeartMedia)

How different are marketers from today’s consumers? And how do our biases alienate us from the people we’re trying to reach? Find out in this conversation with Marisa Thalberg and Steven Wolfe Pereira, award-winning marketing leaders and co-hosts of the marketing podcast “Brand New,” as they explore a groundbreaking new study from iHeartMedia on the new American consumer. Gayle Troberman, Chief Marketing Officer of iHeartMedia, will moderate, helping decipher the trends and turn insight into action.

Gayle Troberman

Chief Marketing Officer iHeartMedia

KICKOFF A3: THE ART OF PRECISION: ACHIEVING CONVERSIONS THROUGH ADDRESSABLE ADVERTISING (Presented by DirecTV)

With addressable advertising reaching new stages of maturity, there’s more than one way to harness its power of precision to find the right audience at the right time. From managing reach and frequency, new and innovative ad formats, to connecting with diverse and highly engaged audiences across both linear and streaming environments, there are now a plethora of strategies to help brands break through a saturated and ever-evolving marketplace. In this session, learn how to master a converged media landscape and hear first-hand how advertisers are employing these methods today.

Drew Groner

SVP, Head of Client and Agency Partnerships DIRECTV

KICKOFF A4: THE POWER OF DISNEY’S INCLUSIVE & AUTHENTIC STORYTELLING (Presented by Disney Advertising)

Join Disney for a discussion about the power of creative excellence and inclusive storytelling that creates that unique magic both fans and brands love. Hear from leaders at the forefront of FX and the writers of the upcoming epic series Shogun about how this comes to life and what it takes to build a brand, unlike any other, that pushes boundaries and creates lasting content franchises.

Moderator: Robin D’Elia

VP, Entertainment Solutions Disney Advertising

REPEAT OF KICKOFF SESSIONS (seating is limited - first come, first served)

REPEAT A1: HOW RETAIL MEDIA, STREAMING PLATFORMS & BRANDS ARE PARTNERING TO BOOST CTV AD PERFORMANCE (Presented by Walmart Connect)

Advertisers are well-aware of CTV’s potential as an emerging channel to reach consumers and streaming ad investments continue to rapidly increase. Yet, many marketers are adjusting to the ad format and which best practices to use – especially for keeping those investments accountable in an era when marketing dollars are under increased scrutiny. This panel – led by Walmart Connect in partnership with NBCUniversal – will feature campaign case studies from brands to showcase how they’ve not only found success through CTV, but are using the medium to complement their omnichannel efforts. 

Sylvia Yam

Senior Director, Strategy & Business Development Walmart Connect

REPEAT A2: THE NEW AMERICAN CONSUMER AND THE GROWTH THAT MARKETERS MAY BE MISSING (Presented by iHeartMedia)

How different are marketers from today’s consumers? And how do our biases alienate us from the people we’re trying to reach? Find out in this conversation with Marisa Thalberg and Steven Wolfe Pereira, award-winning marketing leaders and co-hosts of the marketing podcast “Brand New,” as they explore a groundbreaking new study from iHeartMedia on the new American consumer. Gayle Troberman, Chief Marketing Officer of iHeartMedia, will moderate, helping decipher the trends and turn insight into action.

Gayle Troberman

Chief Marketing Officer iHeartMedia

REPEAT A3: THE ART OF PRECISION: ACHIEVING CONVERSIONS THROUGH ADDRESSABLE ADVERTISING (Presented by DirecTV)

With addressable advertising reaching new stages of maturity, there’s more than one way to harness its power of precision to find the right audience at the right time. From managing reach and frequency, new and innovative ad formats, to connecting with diverse and highly engaged audiences across both linear and streaming environments, there are now a plethora of strategies to help brands break through a saturated and ever-evolving marketplace. In this session, learn how to master a converged media landscape and hear first-hand how advertisers are employing these methods today. 

Drew Groner

SVP, Head of Client and Agency Partnerships DIRECTV

REPEAT A4: THE POWER OF DISNEY’S INCLUSIVE & AUTHENTIC STORYTELLING (Presented by Disney Advertising)

Join Disney for a discussion about the power of creative excellence and inclusive storytelling that creates that unique magic both fans and brands love. Hear from leaders at the forefront of FX and the writers of the upcoming epic series Shogun about how this comes to life and what it takes to build a brand, unlike any other, that pushes boundaries and creates lasting content franchises.

Moderator: Robin D’Elia

VP, Entertainment Brand Solutions Disney Advertising

WELCOME REMARKS

Peter Olsen

President, Advertising Sales A+E Networks®

Hosted by: John Sykes

President of Entertainment Enterprises iHeartMedia

BREAKFAST SESSION: THE INTERNET IS BROKEN. LET'S FIX IT.

Social media was supposed to connect and inspire us. Instead, it divides and distracts us. Teen screen time is at an all time high; teen mental health is at an all time low. Join Pinterest, eos Products and MikMak for a candid discussion on technology’s impact on emotional wellbeing, particularly for Gen Z, and the industry’s role in fixing a problem that we all helped to create.

Katie Dombrowski

Vice President, Partnerships, CPG Pinterest

Bob Liodice

CEO ANA

THE NEXT RESET

The fundamentals of brand building remain constant but how we build brands constantly changes.  With all the disruptions that are reshaping how consumers engage with, experience, and buy brands, it's time to reset the bar on creativity for growth.

Marc Pritchard

Chief Brand Officer The Procter & Gamble Company

USING BRAND PURPOSE TO DRIVE RELEVANCY AND GROWTH

As an innovative leader in treats and snacks and the maker of some of the world's most-loved brands, Mars Wrigley is driven by its purpose – to inspire moments of everyday happiness. In this session, Mars Wrigley’s North American CMO Gabrielle Wesley will bring you behind the curtain to share how strategic, purpose-driven brand evolution, including a monumental transformation of the legendary M&M’S brand, is enabling the company to remain front and center in culturally relevant conversations, with purpose at the forefront, driving growth across the portfolio, and fueling engagement with consumers. Gabrielle will also discuss the role of purpose in preparing the company’s brand portfolio for the future with examples from iconic brands like M&M’S, SKITTLES and DOVE.

Gabrielle Wesley

Chief Marketing Officer Mars Wrigley North America

MARKETING RENAISSANCE: TRANSFORMING HOW WE BUILD BRANDS THAT DRIVE GROWTH

Shakir Moin will share Coca-Cola’s journey to transforming its marketing with its portfolio of brands, ranging from Coca-Cola to Fairlife and Topo Chico. This journey has led to a rapid shift to digital, an ethos anchored in winning consumer behavior (and not only hearts) and leveraging the company’s network as a competitive advantage.

Shakir will capture how Coca-Cola’s portfolio of brands is leaning on ACTS (and not Ads) to shape experiences that are anchoring new, lasting memories behind the core promise of the brands.

Please note this session is not available for on-demand viewing and must be watched live.

Shakir Moin

Chief of Marketing, Coca-Cola North America The Coca-Cola Company

COMBINING INSIGHT AND CREATIVITY TO REINSPIRE PURPOSE-DRIVEN MARKETING

In today's ever-evolving marketing landscape, creativity and innovation are crucial for brands to break through and make a lasting impact. Join us as we explore how Crayola identified an untapped market need and leveraged powerful new insights to meaningfully connect with children, parents/caregivers and educators.
Fueled by the belief that creativity is a life skill that allows kids to reach their full potential - this session led by Victoria Lozano, Executive Vice President of Marketing at Crayola, will illuminate how the brand skillfully combined marketing instincts and authentic consumer insights to reframe its marketing strategy and identify new ways to draw consumers into a purpose-driven marketing campaign.

Victoria B. Lozano

Executive Vice President, Marketing Crayola

THE ART OF REBRANDING A LEGACY BRAND: HOW HILTON FOUND SUCCESS WITH “HILTON. FOR THE STAY”

Mark Weinstein

Chief Marketing Officer Hilton

VIRTUAL ONLY SESSION: MARKETING IN A DOWNTURN: PRACTICAL STRATEGIES FOR A POWERFUL CX

In today’s financial climate, marketers and consumers are expected to do more with less. That said, it’s crucial that your campaigns aren’t tone deaf and that you’re not only getting the most value for your marketing spend, but you’re also providing the most value to your customers.
So how do we do that? Tune in to this insightful session with Tealium’s CMO, Heidi Bullock, to learn how to more effectively allocate your marketing spend and show your customers that you genuinely care. You’ll also learn critical strategies like:

• How to reduce marketing spend with a first-party data strategy
• Ways to add more value to the customer journey without increasing costs
• Tips for expressing authenticity and better aligning business values with marketing messaging

Heidi Bullock

CMO Tealium

LUNCH SESSION: MOVING AT THE SPEED OF CULTURE: HOW CREATORS, FANS, AND NEW TECHNOLOGY ARE CHANGING EVERYTHING

As multiformat, multi-device consumption becomes the norm, new tools and technologies are democratizing the creative process and enabling bigger, bolder ideas to become a reality. As a result, we’re seeing everything from fan-remixed content to AI-enhanced video presenters break through and get millions of views. In online video, new tiers of fandom are driving this shift, normalizing these technologies for broad audiences.

This year's global YouTube Culture & Trends report looks at how creators are using groundbreaking tools and technologies to take pop culture in an exciting new direction. Join Kevin Allocca, YouTube's Global Director of Culture & Trends, for a look at the video trends that signal bigger shifts for marketers.

Kevin Allocca

Global Director of Culture and Trends YouTube

2023 CLASS OF RISING MARKETING STARS

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

The ANA Educational Foundation Marketing and Advertising Education internship program (MADE) will also present a Future Rising Marketing Star Award to a college senior who exemplifies the creativity, critical thinking, and collaborative spirit that will define our next generation of diverse industry leaders.

ARE B2B AND B2C MARKETING AND BRAND EVOLUTION REALLY DIFFERENT?

B2B marketing and brand evolution have always been “different.” Or are they? The principles of marketing, technically, are no different for B2C and B2B customers. Tony Ezell, EVP, President, North America and Chief Marketing Officer at BD, a global medical technology company, will share why he believes B2B brands must continue to drive an integrated brand architecture strategy to drive growth. When he joined BD a few months prior to the start of the pandemic there were hundreds of brands with aligned marketing teams each executing independent brand strategies and campaigns, sometimes targeted toward the same end customers. Tony will share how during the pandemic, BD recognized the need to drive a more consistent brand purpose to drive growth and deliver value to customers. Like many companies, the pandemic accelerated the need to have clarity on architecture strategy as well as an execution plan to drive more efficient portfolio brand alignment, enabling better corporate brand value creation. 

Tony Ezell

Executive Vice President, North America and Chief Marketing Officer Becton, Dickinson and Company

MOBILIZING PURPOSE-DRIVEN THINKING: GOOGLE PIXEL’S REAL TONE

Adrienne’s team leads Marketing for Google's devices and services, including Real Tone and Pixel. Real Tone is Google's years-long initiative to make their camera and image products work more equitably for people of color.  This session will cover how marketing and product can come together and leverage insights from users to make a transformative impact on the business and society. Hear about purpose-driven thinking and how CMOs and their teams can create a change for good, while driving purpose and growth.

Adrienne Hayes

Vice President Marketing, Global Devices and Services Google

There will be three simultaneous sessions; pick the session that’s best for you. 

Seating is limited, first come, first served)

THE FUTURE OF MEDIA IS ADDRESSABLE WITH DENTSU + THE HERSHEY COMPANY (Presented by dentsu)

Join dentsu and Hershey to tackle why soon enough all media will be addressable and how we’re building future-facing solutions to reach better quality audiences in media moments that matter. Identity done right is core to the future of strategic marketing for all brands seeking to authentically engage consumers. In this session, we’ll delve into innovations in privacy-safe, data-centered audience building and activation that can set brands apart, and learn how Hershey has had success in doing just that powered by dentsu’s Merkury ecosystem and beyond. 

Vinny Rinaldi

Senior Director, Media The Hershey Company

AEF SYMPOSIUM - BEYOND THE MOMENT: MAKING GENDER EQUITY A SUSTAINED PILLAR OF BRAND BUILDING (Presented by AEF and SeeHer)

The summer of ’23 was a shining moment for gender equity – from Coco at the US Open, Taylor and Beyonce on tour, Barbie everywhere, and the smashing success of women’s world soccer at the FIFA World Cup. In ‘Beyond the Moment’, a leading professor, CMO and Agency CEO discuss the critical importance of sustaining that momentum, and the role marketers must play to harness the power of gender equity to build brands and achieve a positive, lasting impact on our society.

Moderated by: Christine Guilfoyle

President SeeHer

HOW SPOT PET INSURANCE UNLOCKS BETTER PERFORMANCE WITH OMNICHANNEL AUDIENCE STRATEGIES (Presented by MNTN)

Audience segmentation. Hyper-specific targeting. Creative testing. No, these aren’t just your favorite features from the land of paid search and social — they’re tactics that are now applicable on every screen your audience watches (including that big one you have in your living room). As Connected TV has become the third scalable performance marketing platform, it’s never been easier to establish an omnichannel strategy that brings your campaign directly to the audiences most likely to engage with your message. That’s exactly the approach Spot Pet Insurance took in 2023, and we want to share their success story with you.

Join MNTN for a conversation with Spot Pet Insurance as they let the cat out of the bag (too much?) on how their focus on audience strategies, as well as an omnichannel approach to reaching their customers wherever they spend their digital time, helped drive strong campaign performance in 2023. They’ll also discuss how Spot developed concepts that could speak to the authentic experiences of their customers across different platforms, as well as how measurement tools helped them prove the true impact of Connected TV.

Matt Collins

Director, Product Marketing MNTN

Make your voice heard! Come to this session to vote on board members for next year and other business matters. 
The ANA business meeting and reception is for ANA Client-Side Marketer Members only.

Join Dotdash Meredith for a special evening on Wednesday, October 25 at 7:30pm in the Sebastian Ballroom, hosted by Food & Wine and People. Dinner will feature food by Houston-based Food & Wine Best New Chef and James Beard Award Winner Chris Shepherd followed with special entertainment by People.

BREAKFAST SESSION: TRANSFORMING TO HELP MARKETERS MEET TODAY'S CHALLENGES

Join Tom Foti, as Vice President, Product Solutions at the U.S. Postal Service as he talks about the progress with its 10 year strategic Delivering for America plan. He’ll discuss how the U.S. Postal Service is transforming its network enabling higher reliability for marketers while reinventing itself to be that performance driven media channel so many brands rely on. Tom will also share relevant insights and new strategies to support the of merging the physical with digital.

Tom Foti

Vice President of Product Solutions United States Postal Service

PASSIONS UNLEASHED: EXPLORING NEW HORIZONS IN MARKETING

Universal passions like sports, music and food transcend boundaries of age, gender, race and culture – bringing people together through the things they love most. Discover how Mastercard Chief Marketing and Communications Officer Raja Rajamannar is spearheading a passion-driven approach that shatters conventional segmentation, fostering connections across diverse audiences. Mastercard has ventured deeper into novel passion territories such as esports, music and culinary. Ventures such as opening acclaimed restaurants have reshaped the dynamics between brand and consumer. Don’t miss the opportunity to immerse yourself in passion-driven marketing by joining this one-of-a-kind session!

Raja Rajamannar

Chief Marketing and Communications Officer Mastercard

DEFINING A CHALLENGER BRAND: HOW TO CREATE CULTURAL CONNECTIONS TO REACH NEW AUDIENCES

A challenger brand is defined as a brand that lacks mass consumer awareness, industry recognition, or resources within their vertical so therefore uses social media, storytelling and grassroots efforts to connect with their audience in an authentic way and challenge the status quo. With the same-day delivery industry as competitive as it is, retail tech brands must remain relevant by tapping into their existing resources and inserting themselves into cultural conversations in an authentic way, thus driving awareness in a variety of consumer categories. Shipt’s CMO, Alia Kemet discusses her experience in punching above marketing budgets to break through in the cluttered same-day delivery industry. 

Alia Kemet

Chief Marketing Officer Shipt

THE SECRET TO GROWTH: HOW THE CEO-CMO PARTNERSHIP CAN UNLOCK MARKETING’S FULL POTENTIAL

CEOs are actively searching for new ways to drive growth. The solutions is hiding in plain sight – the marketing function. In this main stage session, McKinsey & Company’s Ed See and Robert Tas will reveal new research on how to unlock the dynamic partnership between CEOs and their marketing leaders. They’ll also share how CEOs can fully structure, engage, and harness marketing to drive sustainable and inclusive growth. McKinsey will be joined by executive leaders to share the secrets to their success and how they’ve generated sustained outperformance through marketing.

Robert Tas

Partner McKinsey & Company

CROSSING THE CHASM: FROM LEADING CLIENTS TO BECOMING THE LEAD CLIENT

In a world of continual disruption, marketing must continually transform. Brad Audet, Mazda CMO, will share insights from his experience on the agency side that helped him succeed as a client.  From interrogating internal ways of working to redefining the role of agency partners, Brad has upturned conventional thinking to modernize marketing for Mazda. He will tell his story of how he crossed the chasm, one week before the pandemic,  became the CMO and led the brand to be just one of three auto companies to grow during the global crisis.

Brad Audet

Chief Marketing Officer Mazda North American Operations

2023 CLASS OF ANA GENIUS AWARD WINNERS

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

Brett House

Global Vice President, Marketing Solutions TransUnion

INGENIOUS ACCOMPLICE: HOW 7-ELEVEN ACTIVATES AWESOME IN ITS CUSTOMERS & COMMUNITIES

The core of every brand is the ‘why’ that drives the business forward. 7-Eleven’s founder, Joe C. Thompson Jr., said it best: “Give the customers what they want, when and where they want it.” Not only does 7-Eleven provide the essentials, but they also serve as their customers’ “ingenious accomplice” – their trusty companion they can count on to take on the unpredictability of life. Join Marissa Jarratt, 7-Eleven’s Executive Vice President, Chief Marketing & Sustainability Officer for a presentation  about how brands can make a positive change in the daily lives of their customers and communities while also delivering business growth. Get an inside look at how the brand purpose of the world’s largest convenience store informs how they drive business results and build brand equity.

Marissa Jarratt

Executive Vice President, Chief Marketing and Sustainability Officer 7-Eleven, Inc.

DIVISION IS SUBTRACTION: CONVENING A TIPPING POINT OF CHANGE

You know Land O’Lakes is an iconic butter brand, what you probably don’t know is that we’re a $19 billion farmer- and ag retailer-owned cooperative. As an agribusiness and food company, we have visibility to the entire food value chain and touch 50% of U.S. harvested acres. We are rooted in rural communities across the country. The health and vibrancy of rural communities where we live, work, and operate is vital to our shared success. However, in a culture obsessed with division, rural America is too often seen as a losing half. When we treat urban and rural as rivals, everyone loses. We lose sight of the shared destiny between rural and urban America. When we reframe our perspective, we see that we’re all part of promising solutions that put us at the heart of creating a better world. Hear Heather Malenshek, SVP & CMO at Land O’Lakes, share how healthy rural communities promote sustainable growth and enable positive societal impact.

Heather Malenshek

SVP, Chief Marketing Officer Land O' Lakes, Inc.

VIRTUAL ONLY SESSION: HOW AI IS TRANSFORMING CONSUMER DATA

Do you really know who your customers and prospects are? AI has allowed brands to get a richer and more complete understanding of consumers more efficiently in a data-first environment. With only a few months left in 2023 now is the time to tap into the transformative potential of AI to deepen your understanding of consumers and catapult growth.

Join Resonate to learn how AI is transforming the future of marketing.

Ericka Podesta McCoy

Chief Marketing Officer Resonate

LUNCH SESSION: BUILDING GENERATIVE AI FEATURES RESPONSIBLY

For most of Meta’s history, AI has been core to our company’s development and the advancements we’ve made that are powering innovation, cutting-edge research and new tools for creativity and connection. And we’re excited for our continued progress in AI in the near future.

 Join Meta’s Maggie Burke, Director of Global Councils & Industry Initiatives and Brad Weltman, Director of Privacy & Public Policy at Meta as they provide an overview of the investments we’re making in AI and our commitment to responsible innovation. Attendees will come away with an understanding of immediate marketing applications and inspiring opportunities for the future.

Maggie Burke

Global Director of Client Councils and Industry Initiatives Meta

BREATHING NEW LIFE INTO AN ICONIC BRAND FROM THE INSIDE OUT

CRAFTSMAN®, the iconic American brand of high-performance tools, storage and outdoor equipment, has been beloved for more than 95 years. After being acquired by Stanley Black & Decker in 2017, the brand went through a major revitalization. Hear from CMO Tabata Gomez on how she is leading efforts to transform the brand by connecting its beloved sense of nostalgia to the forward-thinking, dynamic and bold brand of today.

Tabata L. Gomez

Chief Marketing Officer, Tools and Outdoor Stanley Black & Decker

MERGING PURPOSE-DRIVEN MARKETING WITH GEN Z DNA

Gen Z, renowned as the most eclectic generation, resonates profoundly with marketing and communications that are aligned with their purpose. This demands a fusion of integrated marketing communications strategies with Gen Z’s digital habits, environmental consciousness, unique cultural affiliations and preferences. Lenovo’s efforts, which include a Product Diversity Office and campaigns such as Work for Humankind, demonstrate our pledge to sustainability and inclusion—critical aspects of the Gen Z ethos. We look into how impact is measured and the path forward.

Emily Ketchen

VP and CMO of Intelligent Devices Group and International Markets Lenovo

WELCOME TO ANA’S SECOND STAGE BREAKOUT SESSIONS

There will be eight sessions, each covering a different focus area of the ANA Growth Agenda – including talent, DEI, sustainability, and supply chain transparency. 

There will be four simultaneous sessions; pick the session that’s best for you.

(Seating is limited, first come, first served)

BREAKOUT1 A1:GENERATIVE AI AND ITS IMPACT ON CREATIVE & CONTENT

From concept and copy to images, video storytelling, and chatbots, the impact of Generative AI tools and tactics in creative and creative development is already being felt across the campaign and brand content studio landscape and the rate of adoption is quickly increasing. We will examine the now, near, and next applications that are already being deployed as well as pragmatic approaches to evaluate, source, and safely begin to drive acceleration in creative through generative AI applications.

Alan Schulman

Co-Founder & Chief Experience Officer UpperRight

BREAKOUT1 A2: OPTIMIZING PROGRAMMATIC INVESTMENT

The second phase (and final results) of the ANA Programmatic Media Supply Chain Transparency Study will be released shortly after the conference. That report will cover topics such as the relationship between cost and quality, the importance of having direct data access contracts with supply chain partners, deeper perspective on Made for Advertising websites, and the sustainability impact of programmatic media purchases.  As we follow up with the complete report, we are confident that there will be opportunities to drive a total of at least $20 billion in efficiency gains for open web programmatic advertising.

Lou Paskalis

Chief Strategy Officer TAG/TrustNet

BREAKOUT1 A3: THE NEW FRAMEWORK FOR HIGH-GROWTH MARKETING TEAMS

The ANA’s Global CMO Growth Council aggregated talent models from over 50 high-growth companies into a single, organized playbook for modern marketing – the 2023 Marketing Capabilities Framework. This session will review the key talent capabilities managers need to prioritize for their teams in the coming year. During the session, attendees will assess their own teams using this modern benchmark, which will feature practical examples and insights shared directly by marketing leaders who are undertaking marketing transformation for their own teams.  This session will also provide an opportunity for you and your teams to assess your own marketing competencies and create a framework for a learning plan for the year ahead.  This session is programmed specially for managers of teams from both client and agencies.

Moderator: Lara Vandenberg

CEO & Founder Publicist, Co-Author of ANA Marketing Capabilities Framework

BREAKOUT1 A4: SEEHER: INCLUSION AND THE FUTURE OF THE CREATOR ECONOMY

As we look to the future, how do we ensure inclusive growth within the creator economy? Marketers have been increasingly tapping into creators for their influence and to increase engagement with their followers, particularly Gen Z.  SeeHer, the global gender equality movement, is committed to increasing the representation and portrayal of women and girls in all media. Hear best practices and use cases for leveraging creator-led content to drive sales while building loyal communities. 

Shirley Vernae Williams

Agency Founder & Owner Willie B. Studios

There will be four simultaneous sessions; pick the session that’s best for you.

BREAKOUT2 A1: MARTECH FOR MARKETERS – PARTNERING TO WIN

Marketing Technology powers the systems that enable great marketing, and with 11,000+ technology solutions, the revolutionary introduction of Gen AI, and a complex and evolving privacy landscape, securing the right partnerships can be difficult. ANA has created a suite of legal documents to assist you in the martech procurement process. Learn how these tools can help you secure substantially better value out of your martech investment, drive growth, eliminate waste, and establish healthy and valuable partnerships.  

AJ Zottola

Partner Venable LLP

BREAKOUT2 A2: THE BUSINESS IMPERATIVE OF SUSTAINABILITY

In the face of polarized public opinion, increased scrutiny on compliance, and economic uncertainty, many brands are reconsidering or avoiding investment in sustainability as a core growth strategy. Yet those that are increasing the positive social and environmental impact of their products and services are seeing greater business returns. For others, sustainability remains a largely untapped growth opportunity, both in terms of creating superior products through sustainable innovation and differentiation from competitors. This session will reveal actionable strategies and tactics for brands looking to transition their sustainability work from a regulatory obligation into a growth opportunity, including case studies from leading brands.

Simon Mainwaring

CEO WeFirst Branding

BREAKOUT2 A3:RESEARCH AND GUIDELINES TO HELP MARKETERS NAVIGATE TODAY’S UNPRECEDENTED CONSUMER PRESSURES

According to a CIA/CIIM survey of 2300 persons, most consumers are motivated to support brands that treat all employees and consumers equally regardless of gender (66%), race/ethnicity (68%), abilities (68%), or sexual orientation (59%).  They also feel comfortable including these segments in advertising and merchandising efforts. Yet, a small but forceful set of influential voices has put unprecedented pressure on brands to eliminate the inclusion of certain groups in ads and curtail DEIB efforts.  As a result, CMOs and brand leaders are looking for guidance on navigating these new waters without becoming the next corporate target.  During this session, AIMM will release a study that shows consumers' perceptions around DEIB efforts in corporations, in marketing and communications to inform corporations on their strategies and risks. We will share step-by-step guidelines on moving inclusivity efforts forward, while minimizing backlash risk and leveraging brand loyalty from consumers who look to support companies that share their views and values.

Gilbert Dávila

Co-Founder, ANA’s Alliance for Inclusive and Multicultural Marketing Co-CEO, DMI-Consulting

BREAKOUT2 A4: WHAT DOES IT TAKE TO BE CREATIVE AND EFFECTIVE? INSIGHTS FROM LIONS WINNERS

Creativity is fundamental to best-in-class marketing. It is the driving force behind the most effective marketing communications. But uniting creative brilliance with a commercial agenda – and defending that investment when times are tough – remains a significant challenge for marketers worldwide. So how do the best brands do it? This session pulls out key insights from a recent WARC/LIONS/ANA study on how to build a culture of creative effectiveness, and uses guidance and examples from Cannes Lions winners to show how successful marketing teams have turned creativity into a force for business growth. Learn how to make a better case for creativity with the rest of the C-suite, how to set up a marketing team for success, and how to embed new ideas and approaches across that team and its agency partners. And see what happens when those ideas are brought to life.

Carolyn Murphy

VP, Americas WARC

AUDACY CELEBRATES THE ART OF SHARPENING YOUR MIND THROUGH PUZZLES AND CRYPTOLOGY

Audacy celebrates the art of sharpening your mind through puzzles and cryptology. Join us as we welcome celebrity mentalist and magician DAVID KWONG to the big stage at the 2023 ANA Masters of Marketing Conference. Fresh off of sold-out runs in NYC and LA for his hit show The Enigmatist, David will captivate and astonish with mind-bending puzzles that will make you rethink the way you think. Through stories and the power of group thinking, David approaches solving problems together, underscoring the power of real human connection.

Brian Benedik

Chief Revenue Officer Audacy

BREAKFAST SESSION: MASTERING THE HUMAN OPERATING SYSTEM

As an industry, we are enamored with the latest advancements in AI. It’s clear, AI’s implementation is going to have a seismic impact on our business.

However, humans are still very much part of the equation, and before we move on to mastering artificial intelligence, let’s make sure we understand how we work with our human counterparts. We know that creative agencies don’t just function as mere service providers; they have become integral partners in shaping brands, telling compelling stories, and driving innovation.

Mastering the Human Operating System will explore the best practices and common mistakes made every day by today's leading marketers to ensure agency partners deliver on expectations.

Sarah Collinson

CEO Havas New York

MICROTRENDS: HIDDEN FORCES SHAPING THE CONSUMER OF TOMORROW

The future is not shaped by society’s broad forces, but by quiet changes within narrow slices of the population. Stagwell CEO, presidential pollster, and New York Times bestselling author Mark Penn explores dozens of counterintuitive microtrends across business, politics, and culture – from Wagyu sales to internet dating – that illuminate a world in upheaval and the future of marketing.

Mark Penn

Chairman & CEO Stagwell

UNBOX THE FUTURE @ THE SPEED OF THE GIRL

The world keeps trying to put girls and Girl Scouts in a box of arts and crafts, green vests, and sweet smiles, which are all ok…but at Girl Scouts we focused on a strategy that can help change the world. While running all aspects of marketing which includes a nearly $1B cookie entrepreneurship business, Jocelyn Johnson, Chief Marketing Officer, will share the focus on growth for good and how Girl Scouts helps girls break free from every box. Let’s discuss and imagine what we can all do when we unbox the future.

Jocelyn Johnson

Chief Marketing Officer Girl Scouts of the USA

BEING FC BARCELONA: SPORT, BRAND AND THE ENGAGEMENT OF A GLOBAL COMMUNITY

FC Barcelona was established in 1899 as a local club dedicated to the development of football in the city. Over the years, the club has enjoyed success on the pitch but in no ordinary way. Our fans expect not only that we will win but that we will win with style. This expectation has resulted in the innovations in sport strategy that has arguably led to unparalleled sporting success and impacted the way that football is played all over the world. Likewise, it has caused our management to search high and wide for that special offshore player and we have been fortunate to have had names such as Cruyff, Maradonna,   Ronaldhino, and Messi roll off the tongue. And while playing in one of the most well-funded sporting competitions in the world, we are a club that is proudly owned by 140,000 socios or members.   This club is a compelling story situated in an incredible city. In this session Bryan will share with you through word and image, the reason that their 400 million fans consider FC Barcelona as Mes Que Un Club or More Than a Club. 

Bryan Bachner

Managing Director APAC & the Americas FC Barcelona

FROM RECLINING TO RECLAIMING: LA-Z-BOY’S EFFORTS TO REPOSITION THE BRAND FOR THE NORTH AMERICAN MARKET

La-Z-Boy is known the world over for inventing the recliner more than 95 years ago. But the last two years have been about discovery for the iconic brand — understanding what the brand stands for, exploring the consumer landscape and evaluating a go-to-market strategy. As a result, 2023 is all about repositioning La-Z-Boy from a sleepy brand steeped in nostalgia to an active, dynamic and distinctive brand for modern audiences. Hear from CMO Christy Hoskins about efforts to transform the beloved brand with creative and innovative brand activation strategies that are driving growth while helping it to reclaim “lazy.”

Christy Hoskins

Vice President, Chief Marketing Officer La-Z-Boy Corporate

HOW PLANET FITNESS HAS FUELED CONTINUED GROWTH, LOYALTY AND MOMENTUM IN THE TOUGHEST OF TIMES

In a highly competitive category, Planet Fitness not only survived the pandemic but continues to thrive. Hear from Jamie Medeiros, Chief Brand Officer of Planet Fitness, on the brand strategy and marketing that has led to the company’s remarkable growth, surpassing 18 million members in 2023.

From national marketing campaigns, including ‘Lift Things’ and ‘No Gymtimidation’ to headline-making marketing sponsorships and programs aimed at teens and their mental wellness, Jamie will share her strategies for long-term loyalty and growth. Jamie will be joined by Katy Hornaday, Chief Creative Officer at Barkley, Planet Fitness’ marketing partner, who will share how creative efforts came to life.

Jamie Medeiros

Chief Brand Officer Planet Fitness