In-person attendees are encouraged to arrive early for content provided by the ANA Marketing Training and Development Center (MTDC). The MTDC equips thousands of marketers with the skills they need to advance their careers, increase the capabilities of their teams, and enhance their brands. Choose between two extended workshops on the timely topics of Brand Purpose and Brand Management that will take place on Monday, April 11, from 2:00 PM to 5:00 PM.

PURPOSE, SUSTAINABILITY & INNOVATION: CREATE BRAND PREFERENCE WITH DISCERNING CONSUMERS

In this collaborative workshop, we’ll look at how leading B to C and B to B brands are turning their purpose, sustainability and innovation platforms into a VERB.  Brands that talk about their future without taking action are merely “greenwashing” but discerning consumers are often willing to pay a small premium for the brands whose values and brand actions align to their own.

This isn’t just for brands that are “purposeful” from scratch but also a “how to” for mature brands looking to re-imaging their best possible future.

We’ll cover:

• Using purpose, sustainability and innovation to work together
• Understanding the UN Sustainable Development Goals & why they matter to modern consumers
• Connecting your brand origin to your future
• Articulating a forward-leaning purpose statement
• Bringing this all to light inside your organization first then taking it outside to customers, consumers and stakeholders

Jeff Fromm

Author “The Purpose Advantage”

EFFECTIVE BRAND MANAGEMENT: DEVELOPING ACTIONABLE CUSTOMER INSIGHTS

The most effective marketing is built on a firm foundation of customer insight. True insight into our customers’ mindset means going beyond raw data and information to find the underlying rational and emotional needs that drive behavior. Today, as brands compete to establish their unique space in the market, having a deep understanding of customers is a competitive edge that can help you drive a truly customer centric brand experience.

This workshop is designed to help marketers develop actionable insights that will drive successful marketing programs. It is a practical, hands-on session which combines an engaging presentation with breakouts where we will work through ideas and concepts together and then apply them to real-life situations.

In the workshop we will cover:

• An in-depth look at the concept of insight-led marketing
• A 5-step process for developing actionable insights
• Mining for the emotion
• Using insights in customer journey mapping
• Making it happen in your organization

Simon Bradley

Founder Simon Bradley Marketing

UNDERSTANDING WHAT YOU’RE BUYING IN CTV

Advertisers know that their dollars have the power to revolutionize outcomes for a brand – but are they always cognizant of where that money is going? When it comes to CTV, challenges around transparency, reach, brand safety and many other aspects come into play. Join Kyle Spraker, Executive Director Sales at IAS, as he dives into the reasons why advertisers need to understand exactly where their ad spend is going – especially on one of the fastest-growing digital environments.

Kyle Spraker

Executive Director, Sales IAS

Rebecca Kramer Rosengard (@RKRosengard)

Industry & Inclusive Marketing Lead Twitter

OPENING REMARKS

Bob Liodice

CEO ANA

Amy Spiridakis

Vice President, Marketing Target

WE ARE ALL CAESARS!

The lack of an apostrophe in Caesars' name isn’t a grammatical slip up, it’s part of its DNA. Fifty years ago, Jay Sarno created Caesars Palace with the belief that everyone should have the opportunity to be treated like royalty. So, when Caesars acquired William Hill Sports Book in April of 2021, Sharon Otterman, CMO of Caesars Digital, leveraged its DNA and consumer insights to create a brand for its sports betting business in record time. She had only 99 days to launch a brand and breakthrough in a crowded, new, highly competitive, undifferentiated industry. Please join Sharon to learn how she launched a successful new digital brand in warp speed and lived to talk about it.

Sharon Otterman

CMO Caesars Digital

HOW MARKETING IS EVOLVING AT PHILIPS TO MEET THE NEW REALITY OF HEALTHCARE

Philips has always been very innovative, industry-changing at times over the course of its 130-year history. The company recognized that it needed to provide solutions rather than products and to be a trusted advisor for its customers and consumers. As the company’s first Chief Marketing & E-Commerce Officer, Lorraine Barber-Miller is driving the shift from traditional product push marketing to customer-centric marketing. Attend this keynote to learn how she is leading the transformation of marketing at Philips by delivering compelling end-to-end experiences across the consumer and professional domain.

Lorraine Barber-Miller

Chief Marketing & E-Commerce Officer Philips

BUILDING A MORE HUMAN BRAND

The life insurance industry is not typically associated with innovation and great customer experience — but John Hancock is changing the game with a human-centric focus to make life insurance easy to buy and fun to own. In this session, Kate Ardini will discuss how the 160-year-old financial services firm is leading with purpose and overhauling traditional models and org structures to ultimately put the customer at the center of everything it does.

Kate Ardini (@johnhancockusa)

CMO John Hancock

ACTIVATE BRAND PURPOSE

There's been an explosion of interest in purpose-driven marketing, but in StrawberryFrog's work with CMOs and brand leaders at organizations from P&G to Walmart, they've found that activating purpose is the greatest challenge at hand. But what if there was a framework that made it easier for purpose initiatives to endure?

Scott Goodson and Chip Walker’s new book, Activate Brand Purpose, describes how numerous brands have activated company purpose to drive growth and transformation through "Movement Thinking," which uses the principles of societal movements to design mobilization programs that pour new fuel and focus into those core areas where the business really needs success. This session will provide a platform for culture carriers at all levels in the company to learn how to better activate purpose and show how it drives performance.

Scott Goodson (@scottfrog)

Founder, CEO StrawberryFrog

TWITTER TRENDS; FROM INSIGHTS TO ACTIVATION

The annual Twitter Trends Report is here! Analyzing billions of Tweets over a two-year period, this session will break down three must-know trends about to go big - AND what it means for brands across industries. Don’t miss the chance to hear from veteran researcher and Twitter’s VP of Global Business Marketing & Research, Tim Perzyk, along with Ged Tarpey, Twitter’s Managing Director of Global Media and Entertainment. Together, they’ll equip you with the insights to propel tomorrow’s campaigns, and share how some of the most iconic media brands are leading the way.

Ged Tarpey

Managing Director, Global Media and Entertainment Twitter

OMNICHANNEL MARKETING POST-PANDEMIC: TACKLING TOMORROW'S ANALYTICS CHALLENGES

The pandemic has reshaped how and where people live, work, and shop. Now, with the endemic in sight and the world rapidly changing around it, you must take an omnichannel approach to reach your consumer in an effective way. Brands need an innovative and agile approach to stay relevant to a dynamic consumer.

Join Neustar, a TransUnion company, to learn how Neustar measures and reaches consumers on the channels that matter, including both on and off-line, and closed digital platforms.

Emiko Seale

Senior Director, Consulting Services, Knowledge Lab Neustar

BRAND STORYTELLING: INNOVATING AT THE SPEED OF SOCIAL

To drive brand preference through healthy social relationships with Intel’s most valuable customers, Intel and dentsu mcgarrybowen collaborated on Intel’s first-ever Twitter Spaces event, to propel and re-enforce Intel’s cultural fluency and leadership in tech by elevating diverse, important voices and partnerships. Spaces unlocked conversations on Twitter with the depth and power only the human voice can bring — creating a deeper relationship with the audience. 

In this dynamic fireside chat between Intel and dentsu, you will learn: 

• How to balance current trends and nostalgia to build out the cultural relevance of your storytelling
• How to create an authentic, socially-native storytelling platform 
• How to tap into trusted voices to amplify the platform’s reach and credibility 

George Olexa (@golexa)

Sr. Director of Brand Strategy, Partnerships, Storytelling & Social Media Intel

STORIES WORTH TELLING: FUELING GROWTH THE HUMAN WAY

At Mattel, story fuels some of our most powerful, innovative and relevant products, experiences & content. It’s a key ingredient that has informed everything from groundbreaking pop-culture partnerships to new approaches to demand creation. During this short… story, you’ll hear from Jason Horowitz, SVP, U.S. Marketing, on how Mattel leveraged storytelling to bring its marketing playbook to life – evolving its demand creation engine and driving a transformational turnaround in the process.

Jason Horowitz

SVP, U.S. Marketing, Global Head of Media & Digital Mattel, Inc.

DEFINING A BRAND THROUGH CULTURE AND ENTERTAINMENT

Prime Video put its stake in the ground to make itself known as a premier streaming destination that leads with immersive entertainment experiences and culture shifting marketing. Their new brand identity, ‘See Where It Takes You,’ encourages consumers to become part of their creative journey to extend the conversation from Prime Video, to Amazon Live, Amazon Music, IMDb TV, Amazon Fashion, Twitch and more. In this session, Ukonwa Ojo will share the marketing strategy behind Prime Video’s campaigns to break through the clutter and lead the pop culture conversation. Experience what the future has in store for the streaming challenger.

Ukonwa Ojo (@ukonwaojo)

Global CMO Prime Video and Amazon Studios

PERFECTING THE LINK BETWEEN STRONG BRANDING AND COMMERCE GROWTH

In this session, Jennifer Mason, Customer Director, Shopper Marketing at industry leading Mondelēz International, will share how Mondelēz develops Brand ideas and partners internally to bring these to life at Retail to drive Commerce. She will cover:

1. How Mondelēz  works to develop the right on-trend branded concepts that wow consumers
2. How Mondelēz brings these concepts to life from a branded perspective
3. How Mondelēz partners internally to align brand/sales to ensure the branded concept comes to life at retail
4. How Mondelēz leverages the full funnel to drive Idea to conversion

Jennifer Mason

Customer Director, Shopper Marketing Mondelēz International

BUILDING BRANDS BACKWARD

Click-to-buy is throwing marketing strategy out of sequence. Because people can order a product whenever they encounter it – from searching for a utility to seeing a social media ad AI serves up – they are becoming customers before they know anything about a brand. They circumvent the traditional progression of awareness, consideration, trial, purchase, and repeat. Marketers need to rethink the brand-building process, essentially working backward, to turn impulse purchasers into brand advocates. That means rewriting media plans and message architectures based on dynamic new data sets.

Attendees will take away:

• Real examples of brand inversion at work
• How to tell if your brand is at an inverse moment
• 5 steps to take to rethink your marketing playbook

Daniel Cornell

VP, Communications & Activation Planning Blue Chip

HOW SQUARE IS BUILDING A STRONG GLOBAL B2B BRAND

Everyone knows B2B marketing is all about traffic, MQLs, and sign ups, right?  But can a strong brand help achieve all of those things? Square thinks so because brands are meant to connect with people, and business owners are people too. Join Tia Cummings, SVP of Global Marketing, as she discusses how Square is approaching global brand-building on its mission to help businesses of all sizes start, run, and grow.

Tia Cummings-Hopkins

SVP Global Brand Marketing Square

Enjoy the opportunity to catch-up with friends and colleagues in-person vs. on-screen.  This reception will definitely have a festive vibe as it is kicks off the evening of celebrating our industry’s top teams and best brand activation marketing of the year!

A total of 70 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of the year across 23 different categories when we announce the Gold, Silver and Bronze winners. The event culminates with the SUPER REGGIE announcement, honoring the single best campaign of 2021 selected by the Super REGGIE Jury chosen from the Gold level winners.

Join us for an evening of dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success

WELCOME REMARKS

Mike Kaufman

Senior Vice President, Brand & Media ANA

PRESENTATION OF WINNERS

Mike Kaufman

Senior Vice President, Brand & Media ANA

PRESENTATION OF SPOTLIGHT CATEGORY: PURPOSE, CAUSE OR CHARITY MARKETING

Sandra Alfaro

Head of Business Leadership DDB Chicago

PRESENTATION OF WINNERS

Ivonne Kinser

Vice President, Marketing & Innovation Avocados From Mexico

ANNOUNCEMENT OF THE 2022 SUPER REGGIE AWARD

Mike Kaufman

Senior Vice President, Brand & Media ANA

Let’s keep the celebration going after the awards ceremony! Join us on the terrace for late night snacks, signature cocktails, and a few other surprises.

DEMYSTIFYING DATA CLEAN ROOMS: WHAT YOU NEED TO KNOW

Data Clean Rooms have become one of the most talked-about pieces of technology in market, but how much do you really know about how they work and the value they provide? Join Jared Hand, SVP Sales, North America at InfoSum who will explore the 5 key questions every brand should be asking when building their first-party data strategy.

Privacy is too important to your business and your customers to get wrong. Make sure you invest in a data collaboration solution that provides data security and privacy protection by default instead of an afterthought.

Jared Hand

Senior Vice President of Sales InfoSum

Amy Spiridakis

Vice President, Marketing Target

WHY BROWN GIRL JANE CHOOSES COMMUNITY BUILDING FIRST

BROWN GIRL Jane is defying industry norms as one of the fastest growing beauty and wellness startups, set to exceed more than 3.5x YOY growth without spending a single marketing dollar. Join Tai Beauchamp, chief brand officer, to learn how BROWN GIRL Jane identified a wide-open, often-ignored consumer group, redefined community building and grassroots marketing, and even created a mechanism for large brands to commercially support entrepreneurs.

Tai Beauchamp

Co-Founder and Chief Brand Officer BROWN GIRL Jane

PRESSED OMNI-CHANNEL BRAND REFRESH

Pressed is on a mission to be your partner for good, good nutrition that fuels your best, most vibrant life. Through a brand refresh earlier this year, the brand, now known simply as Pressed, is blazing a new path with an invigorated focus on plant-based products, customer experience and community connections. Join Michelle Peterson, Pressed CMO, to hear the story of how the entire company in the middle of the pandemic came together in record time to launch an expanded product offering, evolved brand look and feel, updated in-store aesthetics, community support plan and increased membership rewards to reflect the brand’s desire to pave the way for plant-forward living. Because a brand refresh shouldn’t be just a new design, but a new experience that is felt and a larger society impact that is seen.

Michelle Peterson

CMO Pressed

REINVENTING AN ICONIC BRAND FOR A NEW ERA

How and why should one of the world’s most trusted brands reintroduce themselves to the world? Join Joe Rivas, IBM Marketing VP, to understand how even the strongest brands should rethink the lens through which they understand what they do, how they do it, and who they do it for.

Joe Rivas

Vice President, IBM Brand, Product, and Content Marketing IBM

BUILDING BRANDS THROUGH AR: REIMAGINING THE SHOPPER EXPERIENCE

The shopping experience has completely changed and Gen Z  strives for more immersive and engaging commerce opportunities. Join Kenny Mitchell, Chief Marketing Officer, Snap Inc. in conversation with Craig Brommers, Chief Marketing Officer, American Eagle as they discuss how this generation is putting their values into action and shopping through Augmented Reality.

Craig Brommers

Chief Marketing Officer American Eagle Outfitters

REINVENTING A BRAND TO BE DRIVEN BY PURPOSE

With the pet food industry lagging most other industries in sustainability, Canidae, who had been investing in a more sustainable pet food, saw an opportunity to share their sustainability mission and journey with consumers. Utilizing brand segmentation and insights, Canidae reimagined their brand strategy and mission — which is to create a more sustainable world of goodness for pets, people, and the planet — and embedded it into their branding, allowing them to authentically bring their sustainability journey to life in everything they do. In this session, Canidae’s chief marketing officer, Dana Paris, will share how the company is bringing its new brand purpose and mission to life in all consumer and company touchpoints.

Dana Paris

CMO Canidae Pet Food

KEEPING THE FUN IN FUNCTIONAL: HOW MARKETERS CAN BEST ALIGN WITH THE CURRENT PRIORITIES OF CONSUMERS

Despite a barrage of bad news and causes for despair, people are working particularly hard to remain upbeat. But the harsh realities of the economy – from rising prices to supply chain disruptions – make optimism tough to maintain. In this session, Matthew Tilley offers insight from updated consumer research and recommendations for how best to align with these consumer concerns to create meaningful connections that lead to strong and growing brands.

This session will cover:

• The long-term consumer attitude trends that have been boosted by the pandemic
• The short-term outlook consumers have toward shopping, choosing and going out
• The marketing strategies and tactics that resonate with the current consumer mindset and help to build brands

Matthew Tilley (@matthewjtilley)

Executive Director, Marketing Vericast

RETURN ON AUTHENTICITY: A NEW MEASURE OF BRAND SUCCESS

Pandemic-influenced living sorted core truths from gimmicks, particularly in the retail landscape. Conventionally trusted methods of attracting and maintaining consumer attention have been pressure tested, and there have been some surprising winners and losers.

More than ever, consumers have stronger opinions about what is right and wrong. They are quick to point out such behaviors and use them to make purchase decisions. It's critical that brands are their true, authentic selves because, now that consumers are paying more attention to how brands behave, walking the walk is highly influential to a brand's success.

After this session, you will:

• Understand measurement techniques for translating brand authenticity to product purchase
• Recognize new measurements of success within the latest cultural awakenings and consumer expectations at Anheuser-Busch
• Grasp the significance of commitment to service while understanding the value behind leveraging positions of power and influence for a greater cause
• Explore Anheuser-Busch's newest methods of manifesting the consumer's expectation of a brand behind closed doors

Colleen Kelly

Vice President, Trade Marketing & Industry Relations Anheuser-Busch

WELCOME REMARKS

Mike Kaufman

Senior Vice President, Brand & Media ANA

UNDERSTANDING THE BRANDS FOR HUMANS ASSIGNMENT

When lives depend on your brand fulfilling its mission and clearly sharing a message of service, knowing your brand’s WHY and anchoring it around the very people you serve is key.  During the pandemic Trinity Health accepted the B4H assignment and during this session will share insights on how to ensure you too embrace the assignment and meet the needs of your target audience.

Julie Spencer Washington

Chief Marketing, Communications & Customer Experience Officer Trinity Health

GETTING IN THE GAME WITH GEN Z

Wendy’s is widely recognized as one of the most engaged brands reaching the diverse and influential Gen Z audience, but that doesn’t just happen overnight. Join Carl Loredo, Wendy’s U.S. CMO,  to hear the story of how the QSR known for its square hamburgers leveraged its challenger attitude to reshape the rules and become an iconic Gen Z “brand-fluencer” in gaming, social, sports and pop culture. As the Queen of content marketing, Wendy's recipe for success starts with redefining how a brand shows up to big stages like NCAA March Madness and emerging spaces as an early adopter like Discord. Attendees to this session will enter the "Wendy-verse" with Carl, gaining insights into crafting a distinctive brand voice, listening to customers and showing up for fans when others let them down. 

Carl Loredo

U.S. Chief Marketing Officer The Wendy’s Company

CUSTOMER-OBSESSED STORYTELLING

At Walmart, we’re customer obsessed. Knowing more about them and grounding our efforts in insights, our storytelling is more effective. We’re letting our customers guide us when it comes to how we’re connecting with them. Hear William White, Chief Marketing Officer, share how Walmart leverages customer insights to maximize growth and grow their brand.

William White

Chief Marketing Officer Walmart

BRANDS DRIVING WITH PURPOSE TO DELIVER TO CUSTOMER’S LIFESTYLES

Suzy Deering, Ford’s Chief Marketing Officer, will focus on the importance of Ford's purpose along with its connection to culture over the course of its 118-year history. Ms. Deering’s account of how marketing has evolved at Ford will cover the purpose of advertising and how we have shown up in movies, television, and more recently in pop culture and with social media influencers. 

Suzy Deering

Global Chief Marketing Officer Ford Motor Company

CONFERENCE ADJOURNMENT