2024 ANA Brand Masters Conference

TIME	EVENT DETAILS	LOCATION
Monday, April 15, 2024
11:00am - 6:30pm	REGISTRATION OPENS	Costa Del Sol Foyer (In-Person Only)
1:00pm - 1:10pm	WELCOME REMARKS John Paquin Sr. Director, Brand & Media ANA	Costa Del Sol A-D (HYBRID)
1:10pm - 1:45pm	CREATIVITY: WHAT BRANDS NEED TO KNOW Creativity is fundamental to best in-class marketing. It has often been called the spark and driving force behind effective marketing communications. Drawing on insights from marketing leaders on recent ANA Award juries, we will share insights on top creativity enablers and roadblocks within an organization and with agency/client relationships. With a specific spotlight on getting creative briefs right, we’ll hear directly from marketers and agency leaders on what underpins a tight brief and the communication strategies that need to occur between marketer and agency to make that happen. We’ll also discuss differing perspectives on the value of taking risks as well as how to overcome a risk adverse culture. Denise McDevitt SVP, Awards ANA Latha Sarathy Chief Research Officer ANA, SeeHer Marissa Jarratt Executive Vice President and Chief Marketing and Sustainability Officer 7-Eleven, Inc. Marianne Malina North American President 72andSunny Jeff McCrory Chief Strategy Officer Mischief @ No Fixed Address View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
1:45pm - 2:20pm	WHAT BRANDS NEED TO KNOW: MARKETING IN THE NEW AGE OF COMMERCE In a world of hyper connectivity, commerce marketplace complexity, social influence and tech enablement, a marketer’s ability to unlock the brand’s commercial potential, from brand-building to buying, is the new imperative. Tina Manikas, President of 100-year-old Commerce trailblazing agency Tracy-Locke, will speak to marketing in the new age of commerce–specifically the future of commerce and brand building through the connected, dynamic experiences consumers crave. See what successful brands are doing to impact choice, mine new growth and balance the latest trends in Retail Media, Digital Commerce, Retail Shopping, Social Commerce and more. With relevant success examples, Tracy-Locke is focused on understanding behavior and designing experiences that bring creativity, conversation and conversion to compel commerce forward. Tina Manikas President TracyLocke View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
2:20pm - 2:40pm	COFFEE BREAK	Costa Del Sol Foyer (In-Person Only)
2:40pm - 3:15pm	CONSUMERS: WHAT BRANDS NEED TO KNOW It’s not a myth or even a misconception that consumers embrace paradox in their lives. People really do hold to separate and conflicting expectations of the brands they buy. For example, they want privacy, but expect personalized experiences. So, how can you create marketing for them that embraces these paradoxes and resonates, engages, and converts? In this session, Matthew Tilley will share new research from Vericast that highlights this dual reality on several topics – from privacy and loyalty to media and the economy – and offer insight into what it takes to win against these paradoxical expectations. Matthew Tilley Vice President of Growth Marketing Vericast View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
3:15pm - 3:50pm	PROGRAMMATIC: WHAT BRANDS NEED TO KNOW This research dives deep into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency. Twenty-one marketers participated in the study, including Kaiser Permanente. The key conclusion – about one-quarter of programmatic spend is wasted. The report covers issues including the optimal number of websites for a campaign, Made for Advertising websites, the benefit of inclusion lists, direct supply chain contracts, SSP optimization, OMP versus PMP, log-level data, sustainability, and more. This session will discuss the recommended action steps to help optimize investment in programmatic media, resulting in a greater percentage of every ad dollar reaching the consumer. Bill Duggan Group EVP, Brand and Media ANA Bryce McAnally Senior Director, Media and Programs Kaiser Permanente View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
3:50pm - 4:25pm	AI: WHAT BRANDS NEED TO KNOW We’re in the midst of an artificial intelligence revolution that promises to transform every aspect of business, society, culture, and the economy. The latest wave of AI innovation – generative AI – is swiftly changing the way the world creates and consumes content, the way users interact with information, and the way businesses connect with consumers. Marketing will never be the same. Marketers that embrace AI stand to gain an outsized advantage, as they learn to leverage today’s most powerful models and practical applications to produce compelling and creative high-quality content at unprecedented scale and with unheard of efficiency, gain deeper insights into what their customers believe and how their customers behave, and out-innovate the competition. But only if they can see through the hype to identify what really matters for their business and their brand. And if you thought AI hit peak hype in 2023, wait until you see what the coming years have in store. Join Greg Verdino -- the principal analyst and fonder of AI advisory firm CognitivePath and a professional futurist who has been forecasting AI’s impact on marketing for nearly a decade – as he shares his eye-opening take on the top AI trends every marketer needs to know to thrive in 2024 and beyond. Greg Verdino Founder + CEO CognitivePath View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
4:25pm - 4:30pm	CLOSING REMARKS John Paquin Sr. Director, Brand & Media ANA	Costa Del Sol A-D (HYBRID)
5:00pm - 6:00pm	RECEPTION	Valley Promenade and Legends Lawn (In-Person Only)
6:00pm	DINNER ON OWN	(IN-PERSON ONLY)
Tuesday, April 16, 2024
7:00am - 7:00pm	REGISTRATION OPENS	Costa Del Sol Foyer (In-Person Only)
7:30am - 8:30am	BREAKFAST (Sponsored by The Weber Shandwick Collective)	Costa Del Sol E-H (In-Person Only)
7:30am - 7:50am	BREAKFAST ROUNDTABLES WITH THE SPEAKERS: WHAT BRANDS NEED TO KNOW (CONTINUED) Didn’t get enough of What Brands Need to Know with Monday’s terrific speakers? Have a question that wasn’t covered in the session? Want to continue the conversation one-on-one or with other interested attendees? This is your chance – grab your breakfast and come join Monday’s presenters for a chance to dive a little deeper and get a little closer on these important topics: AI with Greg Verdino, Founder, CognitivePath Programmatic with Bill Duggan, ANA Group EVP, Brand and Media Consumers with Matthew Tilly, Content Marketing Lead, Vericast Commerce with Tina Manikas, President, TracyLocke Creativity with Latha Sarathy, ANA Chief Research Officer, and Denise McDevitt, SVP, ANA Awards	Costa Del Sol E-H (In-Person Only)
7:50am - 8:10am	BREAKFAST SESSION: UNDERSTANDING CONSUMERS’ NEW VALUE EQUATION Join The Weber Shandwick Collective to dive deep into the five dimensions of the study’s new consumer value equation, which is based on research conducted across a range of generational cohorts and countries. Why are consumers today ‘inside out’ in what they value most, placing their own safety, security, health and happiness above all else? What does this shift inward mean for companies and brands that focus on broader societal purpose? You’ll also learn why this new approach to planning is a powerful way to help understand how your company or brand can provide the value many consumers are seeking today. Robyn Adelson Chief Strategy Officer for North America The Weber Shandwick Collective Brad Burke Executive Vice President, Integrated Media Strategy The Weber Shandwick Collective	Costa Del Sol E-H (In-Person Only)
8:30am - 9:00am	OPENING REMARKS Bob Liodice CEO ANA View Video and Presentation	Costa Del Sol A-D (HYBRID)
9:00am - 9:05am	WELCOME REMARKS & HOUSEKEEPING Fernando Herrera CPG Marketing Executive	Costa Del Sol A-D (HYBRID)
9:05am - 9:40am	LEVERAGING AI TO DRIVE GLOBAL CONSUMER INSIGHTS (This session will not be available for on-demand viewing). In today's rapidly evolving business landscape, the integration of artificial intelligence has become a game-changer in deciphering consumer behavior and preferences. Melanie Huet, President, Brand Management & Innovation at Newell Brands, will delve into the transformative power of AI in unlocking profound insights by discovering new information about consumer habits and unlocking and better leveraging insights from your current data set to drive brand growth. Melanie will explore how AI technologies are revolutionizing market research, increasing speed to market, and enhancing global information sharing. Join her as she navigates the intersection of technology and consumer insights, exploring the limitless possibilities AI presents for innovation-focused businesses aiming to stay ahead in the dynamic realm of the modern marketplace. Melanie Huet President, Brand Management & Innovation Newell Brands View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
9:40am - 10:15am	DRIVING THE DEVELOPMENT OF PURPOSEFUL BRANDS WITH HUMANITY As a marketing and business leader at the frontier of reimagining everyday health, Katie Williams, Haleon U.S. Chief Marketing Officer’s perspective on building a brand that is rooted in advancing health for humanity is unique. Her perspective is informed by both purpose and the importance of accelerating growth, especially in a time of rapidly changing employer priorities. Katie Williams Chief Marketing Officer Haleon U.S. View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
10:15am - 10:50am	CREATE CONVERSATION ABOUT YOUR BRAND, NOT JUST EFFECTIVE AWARENESS San Diego Zoo Wildlife Alliance is an international nonprofit conservation organization that operates two world-class parks, the San Diego Zoo and the San Diego Zoo Safari Park, and empowers people to connect with plants and animals, develop an understanding of nature, and contribute to safeguarding wildlife everywhere by becoming Wildlife Allies. Given the challenges presented by a fragmented media landscape, the Alliance has focused on creating breakthrough brand campaigns in order to generate a deep level of engagement with its audiences. Hear David Miller, CMO, San Diego Zoo Wildlife Alliance, share how they are committed to saving species worldwide by uniting their expertise in animal care and conservation science with their dedication to inspiring passion for nature. David Miller Chief Marketing Officer San Diego Zoo Wildlife Alliance View Video	Costa Del Sol A-D (HYBRID)
10:50am - 11:05am	COFFEE BREAK	Costa Del Sol Foyer (In-Person Only)
11:05am - 11:40am	TURNING A CULTURAL PHENOMENON INTO A MARKET-LEADING BRAND: SUSTAINING THE WHITE CLAW BOOM Being a challenger brand is in White Claw’s DNA. When it broke onto the scene in 2019, the hard seltzer made waves in the beverage category – and quickly became a household favorite. But how do you take a phenomenon and sustain it? Since then, White Claw has partnered with VCCP US, the challenger agency for challenger brands, to take that fuel and build a brand for the long haul. Join Lena Lewis, Head of Consumer Communications Hub at White Claw, and Jonny Shaw, Chief Strategy Officer at VCCP US, for a discussion around how to turn a pop cultural phenomenon into a market-leading brand. Lena Lewis Head of Consumer Connections Hub White Claw Jonny Shaw Global Chief Strategy Officer VCCP U.S.	Costa Del Sol A-D (HYBRID)
11:40am - 12:15pm	VEGAS IS BACK, BABY! The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide and with operating the 4.6 million-square-foot Las Vegas Convention Center. With 150,000 hotel rooms and 14 million square feet of meeting and exhibit space in Las Vegas alone, the LVCVA's mission centers on attracting leisure and business visitors to the area. From the “mind blowing” Sphere, to the most successful Formula 1 race ever, to this year’s Super Bowl where “Excessive Celebration Encouraged” is the rallying cry, and more, Las Vegas has solidified its stance as the Sports and Entertainment Capital of the World. Hear Kate Wik, LVCVA’s Chief Marketing Officer share how they‘ve gambled on their future, and is winning. Kate Wik Chief Marketing Officer Las Vegas Convention & Visitors Authority View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
12:15pm - 12:50pm	DRIVING BRAND CONNECTION AND IMPACT WITH COLLEGE FOOTBALL FANS When looking to set your brand apart in a crowded marketplace, collaboration through contextual creative paired with the massive scale of live sports are the key ingredients to success. That’s what makes Hampton by Hilton and FOX Sports’ College Football partnership, aligned around a shared passion for creativity and award-winning CFB talent, so special. Working with FOX Sports’ Content Studio, Hampton by Hilton created a break-through multi-platform creative campaign that engaged fans on-air, on-the-ground, and on social to drive engagement, awareness, and affinity for the brand. Bryan McAleer Senior Vice President, Digital Sports Partnership and Content Studio FOX Sports Jenn Sully Senior Director, Global Brand Marketing Strategy Hilton View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
12:50pm - 1:50pm	LUNCH (Sponsored by DIRECTV Advertising)	Costa Del Sol E-H (In-Person Only)
1:20pm - 1:40pm	LUNCH SESSION: WHAT THE FRAG(MENTATION)?! From a cookie-less world to decision-overload, navigating a digital and streaming landscape is fraught with challenges for marketers and consumers alike. In this session, Julie Cleland, Sr. Account Executive Client Partnerships, distills the problems marketers face, defines how to adapt to shifting viewership behavior, and meet consumers where they are with messages that matter. Julie Cleland Sr. Account Executive, Client Partnerships DIRECTV Advertising	Costa Del Sol E-H (In-Person Only)
1:50pm - 2:25pm	HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE (This session will not be available for on-demand viewing). Learn Mondelēz International approach on creativity and how it can be leveraged to drive a disproportion amount of benefits for your brands including sales results. In addition, learn how Mondelēz International evaluates test & learns and the importance they place in this space every year with different partners, brands and suppliers to drive brand growth. Steve McGowan Head of Shopper Activation & Strategic Partnerships Mondelez View Event Recap	Costa Del Sol A-D (HYBRID)
2:25pm - 3:00pm	FINANCIAL FUTURES: FROM ELEVATING WOMEN TO ENGAGING GEN Z What does it mean to craft a future-forward brand? With Anomaly’s strategic guidance, Ally has built customer affinity through efforts ranging from its 50/50 pledge for equal ad spend across men’s and women’s sports to category-disrupting marketing strategies that build bonds with Gen Z, all while moving deeper into the latest emerging technology. Join Ally and Anomaly for a discussion around how the financial services favorite has amassed a cult following in a traditionally dull sector – and what marketers across the board can learn from its approach. Bridget Sponsky Executive Director of Brand Marketing Ally Financial Karina Wilsher Partner and Global CEO Anomaly New York View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
3:00pm - 3:20pm	COFFEE BREAK	Costa Del Sol Foyer (In-Person Only)
3:20pm - 3:50pm	WITH THE FIRST PICK IN THE 2024 NFL DRAFT… 2024 marks the 10-year anniversary of Peyton Manning teaming with Nationwide -- who doesn’t remember “chicken parm you taste so good?” With over 185 million fans and the highest live television ratings, the NFL is one of the most desirable sports platforms for brands. As a $60B Fortune 100 brand operating in multiple complex insurance and financial services categories, the NFL is core to growing relevancy and trust for Nationwide’s brand. Brad Barnett, VP of Enterprise Marketing will share how Nationwide leverages the NFL across media, advertising and sponsorships to create value for all its core businesses, and key insights that any size brand can apply to their partnership efforts. Brad Barnett Vice President, Enterprise Marketing Nationwide View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
3:50pm - 4:25pm	HOW RETAIL MEDIA ADDRESSES TOP BRAND CHALLENGES Much of the hype surrounding retail media’s growth has been focused on how it delivers on traditional marketing goals: increased sales and strong ROAS. However, there are broader and deeper measures that retail media can provide to brands, including those that address some of their biggest objectives, including: share of sales, customer acquisition, repeat rate, and omnichannel results. In this session, Ryan will break down some of the most common benefits of retail media, but also shine light on more advanced measures that don’t get as much visibility – including intangible (yet still qualifiable) measures. Ryan Britton Vice President of Brand Sales, Retail Media Criteo View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
4:25pm - 4:30pm	CLOSING REMARKS Fernando Herrera CPG Marketing Executive	Costa Del Sol A-D (HYBRID)
4:40pm - 5:00pm	EXTENDED Q&A WITH LAS VEGAS CONVENTION AND VISITORS AUTHORITY AND MONDELEZ Come take a deeper dive with two of our Tuesday presenters as they take further questions and extend the conversation on these important topics:	(In-Person Only)
	VEGAS IS BACK, BABY! Kate Wik Chief Marketing Officer Las Vegas Convention & Visitors Authority	Las Palmas 2 (In-Person Only)
	HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE Steve McGowan Head of Shopper Activation & Strategic Partnerships Mondelēz	Costa Del Sol E-H (In-Person Only)
6:00pm - 7:30pm	ANA REGGIE AWARDS RECEPTION (Sponsored by Vericast) Enjoy the opportunity to catch-up with friends and colleagues in-person. The reception will definitely have a festive vibe as it kicks off the evening of celebrating our industry’s top teams and best Brand Activation marketing of the year!	Costa Del Sol Terrace (In-Person Only)
7:30pm - 9:30pm	ANA REGGIE AWARDS GALA (Sponsored by Vericast) A total of 84 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of the year across 27 different categories when we announce the Gold, Silver and Bronze winners. We will also announce the winners of the special GEM Award that recognizes positive portrayals of women in the work. The event culminates with the announcement of the Super REGGIE, honoring the single best campaign of 2023 selected by the select Super REGGIE Jury chosen from Gold level winners. Join us for an evening of dinner, drinks and to celebrate individuals and organizations that have achieved outstanding success.	Costa Del Sol A-D (HYBRID)
	WELCOME REMARKS Mike Kaufman Senior Vice President, Brand & Media ANA	Costa Del Sol A-D (HYBRID)
	PRESENTATION OF WINNERS Mimi Dixon Senior Director, Brand Activation & Content Crayola Lena Lewis Head of Consumer Connections Hub White Claw	Costa Del Sol A-D (HYBRID)
	PRESENTATION OF SPOTLIGHT CATEGORY: GEM AWARD Latha Sarathy Chief Research Officer ANA/SeeHer	Costa Del Sol A-D (HYBRID)
	PRESENTATION OF WINNERS Christy Hoskins Vice President, Chief Marketing Officer La-Z-Boy Inc. Mike Kaufman Senior Vice President, Brand & Media ANA	Costa Del Sol A-D (HYBRID)
	ANNOUNCEMENT OF THE 2024 SUPER REGGIE AWARD Chris Herpich Executive Director, Strategic Accounts Vericast	Costa Del Sol A-D (HYBRID)
Wednesday, April 17, 2024
7:00am - 1:00pm	REGISTRATION OPENS	Costa Del Sol Foyer (In-Person Only)
7:30am - 8:30am	BREAKFAST	Costa Del Sol E-H (In-Person Only)
8:30am - 8:35am	OPENING REMARKS Fernando Herrera CPG Marketing Executive	Costa Del Sol A-D (HYBRID)
8:35am - 9:10am	REFRESHING A HERITAGE BRAND The trading card industry saw tremendous growth in 2020 with some estimates at 1.5x sales vs. 2019. With over 75 years of history in the space, Topps has been an unquestioned leader for the core collector. Early 2022 saw the acquisition of the Topps Brand by Fanatics – who has merchandise partnerships with nearly all the major sports leads and strong relationships with athletes. Refreshing a Heritage Brand will explore the journey of leveraging new assets while maintaining the core Brand essence and adapting execution to a new audience. Ken Turner Chief Marketing Officer Fanatics Collectibles View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
9:10am - 9:45am	MOVING YOUR BRAND OUT OF THE FRIEND ZONE You know that moment when you’re vibing with someone, but they just want to be friends? We’ve all been there, feeling the sting of unrequited affection. But what if I told you this same heartache happens between brands and consumers? Award Winning Brand Executive Doug Zarkin has released his first book, “Moving Your Brand Out Of The Friend Zone, A Modern Day Guide Towards Strengthening Your Brand Value Equation.” Doug will cover a few of the key themes from his book that dive into the world of brand-consumer dynamics, discovering how to transcend the “Friend Zone,” and ignite a love affair between your brand and its audience. Don’t settle for just being “liked”—let’s aim for love, passion, and unshakeable devotion. Doug Zarkin Chief Brand Officer Good Feet Worldwide View Video and Presentation	Costa Del Sol A-D (HYBRID)
9:45am - 10:20am	A LESSON IN “EMOGRAPHY” How can marketers stay on top of ever-changing consumer expectations to drive business growth? In this session, Esther-Mireya Tejeda, renowned transformation leader, will discuss how to look beyond traditional consumer insights using a new playbook she’s pioneered called ‘Emography’ to tap into the why behind human behavior, in order to build a more comprehensive and multi-dimensional view of customers to effectively serve today's fragmented customer base. Esther-Mireya Tejeda Former CMO Anywhere Real Estate View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
10:20am - 10:40am	COFFEE BREAK	Costa Del Sol Foyer (In-Person Only)
10:40am - 11:10am	BREAKING THROUGH TO GEN Z How do you reach one of the most difficult audiences to reach with a message they don’t want to hear? Elizabeth Kenny, Chief Marketing Officer of Truth Initiative, will share how this non-profit targeted a hard-to-convince audience with a not-to-be-ignored message. A deep understanding of insights into Gen Z led Truth Initiative to create breakthrough advertising for the truth campaign that helped young people stay away from, slow usage of or quit tobacco use. To top it off, the campaign was awarded the 2023 Grand Effie. Get the behind the scenes on how it all happened and the key insights that drove its success. Elizabeth Kenny Chief Marketing & Strategy Officer Truth Initiative View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
11:10am - 11:45am	BUILDING A CONSISTENT BRAND WITH JUST THE RIGHT AMOUNT OF CHAOS: HOW TO BALANCE STRUCTURE AND CREATIVITY If a brand is to succeed, it must do two, sometimes opposite, things at once. It must be consistent and flexible. Predictable and creative. It must consistently deliver a brand experience built upon a core set of distinctive assets, ideas and personality traits anchored in a clear brand narrative. But a brand cannot thrive, or remain relevant if it’s too constricted – internal teams, stakeholders and even partners won’t be able to function if the rules are too narrow. So how to balance this paradox? You have to think in systems, providing a framework to keep things headed in the same direction, but push for wild, audacious creativity to keep things alive and fresh. In this session, you’ll learn how to get this balance right. Or at least, more right. Using specific examples from both B2B and B2C brands in multiple industries – and equal attention to brand strategy and creative principles, you’ll leave with concrete tips and lessons that work in the real world and could work for you. Tim Hoppin Chief Brand & Creative Officer SAP View Event Recap and Related Materials	Costa Del Sol A-D (HYBRID)
11:45am - 11:50am	CLOSING REMARKS Fernando Herrera CPG Marketing Executive	Costa Del Sol A-D (HYBRID)

11:00am
- 6:30pm

REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)

1:00pm
- 1:10pm

WELCOME REMARKS

John Paquin: Sr. Director, Brand & Media ANA

Costa Del Sol A-D (HYBRID)

1:10pm
- 1:45pm

CREATIVITY: WHAT BRANDS NEED TO KNOW

Creativity is fundamental to best in-class marketing. It has often been called the spark and driving force behind effective marketing communications. Drawing on insights from marketing leaders on recent ANA Award juries, we will share insights on top creativity enablers and roadblocks within an organization and with agency/client relationships.

With a specific spotlight on getting creative briefs right, we’ll hear directly from marketers and agency leaders on what underpins a tight brief and the communication strategies that need to occur between marketer and agency to make that happen. We’ll also discuss differing perspectives on the value of taking risks as well as how to overcome a risk adverse culture.

Denise McDevitt: SVP, Awards ANA

Latha Sarathy

Chief Research Officer ANA, SeeHer

Marissa Jarratt

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

Marianne Malina

North American President 72andSunny

Jeff McCrory

Chief Strategy Officer Mischief @ No Fixed Address

View Event Recap and Related Materials

Costa Del Sol A-D (HYBRID)

1:45pm
- 2:20pm

WHAT BRANDS NEED TO KNOW: MARKETING IN THE NEW AGE OF COMMERCE

In a world of hyper connectivity, commerce marketplace complexity, social influence and tech enablement, a marketer’s ability to unlock the brand’s commercial potential, from brand-building to buying, is the new imperative.

Tina Manikas, President of 100-year-old Commerce trailblazing agency Tracy-Locke, will speak to marketing in the new age of commerce–specifically the future of commerce and brand building through the connected, dynamic experiences consumers crave. See what successful brands are doing to impact choice, mine new growth and balance the latest trends in Retail Media, Digital Commerce, Retail Shopping, Social Commerce and more. With relevant success examples, Tracy-Locke is focused on understanding behavior and designing experiences that bring creativity, conversation and conversion to compel commerce forward.

Tina Manikas: President TracyLocke

View Event Recap and Related Materials

Costa Del Sol A-D (HYBRID)

2:20pm
- 2:40pm

COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)

2:40pm
- 3:15pm

CONSUMERS: WHAT BRANDS NEED TO KNOW

It’s not a myth or even a misconception that consumers embrace paradox in their lives. People really do hold to separate and conflicting expectations of the brands they buy. For example, they want privacy, but expect personalized experiences. So, how can you create marketing for them that embraces these paradoxes and resonates, engages, and converts?

In this session, Matthew Tilley will share new research from Vericast that highlights this dual reality on several topics – from privacy and loyalty to media and the economy – and offer insight into what it takes to win against these paradoxical expectations.

Matthew Tilley: Vice President of Growth Marketing Vericast

View Event Recap and Related Materials

Costa Del Sol A-D (HYBRID)

3:15pm
- 3:50pm

PROGRAMMATIC: WHAT BRANDS NEED TO KNOW

This research dives deep into the dynamic world of open web programmatic advertising, with a keen focus on a pivotal issue: transparency. Twenty-one marketers participated in the study, including Kaiser Permanente. The key conclusion – about one-quarter of programmatic spend is wasted. The report covers issues including the optimal number of websites for a campaign, Made for Advertising websites, the benefit of inclusion lists, direct supply chain contracts, SSP optimization, OMP versus PMP, log-level data, sustainability, and more. This session will discuss the recommended action steps to help optimize investment in programmatic media, resulting in a greater percentage of every ad dollar reaching the consumer.

Bill Duggan: Group EVP, Brand and Media ANA

Bryce McAnally

Senior Director, Media and Programs Kaiser Permanente

View Event Recap and Related Materials

Costa Del Sol A-D (HYBRID)

3:50pm
- 4:25pm

AI: WHAT BRANDS NEED TO KNOW

We’re in the midst of an artificial intelligence revolution that promises to transform every aspect of business, society, culture, and the economy. The latest wave of AI innovation – generative AI – is swiftly changing the way the world creates and consumes content, the way users interact with information, and the way businesses connect with consumers. Marketing will never be the same. Marketers that embrace AI stand to gain an outsized advantage, as they learn to leverage today’s most powerful models and practical applications to produce compelling and creative high-quality content at unprecedented scale and with unheard of efficiency, gain deeper insights into what their customers believe and how their customers behave, and out-innovate the competition. But only if they can see through the hype to identify what really matters for their business and their brand.

And if you thought AI hit peak hype in 2023, wait until you see what the coming years have in store. Join Greg Verdino -- the principal analyst and fonder of AI advisory firm CognitivePath and a professional futurist who has been forecasting AI’s impact on marketing for nearly a decade – as he shares his eye-opening take on the top AI trends every marketer needs to know to thrive in 2024 and beyond.

Greg Verdino: Founder + CEO CognitivePath

View Event Recap and Related Materials

Costa Del Sol A-D (HYBRID)

4:25pm
- 4:30pm

CLOSING REMARKS

John Paquin: Sr. Director, Brand & Media ANA

Costa Del Sol A-D (HYBRID)

5:00pm
- 6:00pm

RECEPTION

Valley Promenade and Legends Lawn (In-Person Only)

6:00pm

DINNER ON OWN

(IN-PERSON ONLY)

7:00am
- 7:00pm

REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)

7:30am
- 8:30am

BREAKFAST

Costa Del Sol E-H (In-Person Only)

7:30am
- 7:50am

BREAKFAST ROUNDTABLES WITH THE SPEAKERS: WHAT BRANDS NEED TO KNOW (CONTINUED)

Didn’t get enough of What Brands Need to Know with Monday’s terrific speakers? Have a question that wasn’t covered in the session? Want to continue the conversation one-on-one or with other interested attendees? This is your chance – grab your breakfast and come join Monday’s presenters for a chance to dive a little deeper and get a little closer on these important topics:

AI with Greg Verdino, Founder, CognitivePath

Programmatic with Bill Duggan, ANA Group EVP, Brand and Media

Consumers with Matthew Tilly, Content Marketing Lead, Vericast

Commerce with Tina Manikas, President, TracyLocke

Creativity with Latha Sarathy, ANA Chief Research Officer, and Denise McDevitt, SVP, ANA Awards

Costa Del Sol E-H (In-Person Only)

7:50am
- 8:10am

BREAKFAST SESSION: UNDERSTANDING CONSUMERS’ NEW VALUE EQUATION

Join The Weber Shandwick Collective to dive deep into the five dimensions of the study’s new consumer value equation, which is based on research conducted across a range of generational cohorts and countries. Why are consumers today ‘inside out’ in what they value most, placing their own safety, security, health and happiness above all else? What does this shift inward mean for companies and brands that focus on broader societal purpose? You’ll also learn why this new approach to planning is a powerful way to help understand how your company or brand can provide the value many consumers are seeking today.

Robyn Adelson: Chief Strategy Officer for North America The Weber Shandwick Collective

Brad Burke

Executive Vice President, Integrated Media Strategy The Weber Shandwick Collective

Costa Del Sol E-H (In-Person Only)

8:30am
- 9:00am

OPENING REMARKS

Bob Liodice: CEO ANA

View Video and Presentation

Costa Del Sol A-D (HYBRID)

9:00am
- 9:05am

WELCOME REMARKS & HOUSEKEEPING

Fernando Herrera: CPG Marketing Executive

Costa Del Sol A-D (HYBRID)

9:05am
- 9:40am

LEVERAGING AI TO DRIVE GLOBAL CONSUMER INSIGHTS (This session will not be available for on-demand viewing).

In today's rapidly evolving business landscape, the integration of artificial intelligence has become a game-changer in deciphering consumer behavior and preferences. Melanie Huet, President, Brand Management & Innovation at Newell Brands, will delve into the transformative power of AI in unlocking profound insights by discovering new information about consumer habits and unlocking and better leveraging insights from your current data set to drive brand growth.

Melanie will explore how AI technologies are revolutionizing market research, increasing speed to market, and enhancing global information sharing. Join her as she navigates the intersection of technology and consumer insights, exploring the limitless possibilities AI presents for innovation-focused businesses aiming to stay ahead in the dynamic realm of the modern marketplace.

Melanie Huet: President, Brand Management & Innovation Newell Brands

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Costa Del Sol A-D (HYBRID)

9:40am
- 10:15am

DRIVING THE DEVELOPMENT OF PURPOSEFUL BRANDS WITH HUMANITY

As a marketing and business leader at the frontier of reimagining everyday health, Katie Williams, Haleon U.S. Chief Marketing Officer’s perspective on building a brand that is rooted in advancing health for humanity is unique. Her perspective is informed by both purpose and the importance of accelerating growth, especially in a time of rapidly changing employer priorities.

Katie Williams: Chief Marketing Officer Haleon U.S.

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Costa Del Sol A-D (HYBRID)

10:15am
- 10:50am

CREATE CONVERSATION ABOUT YOUR BRAND, NOT JUST EFFECTIVE AWARENESS

San Diego Zoo Wildlife Alliance is an international nonprofit conservation organization that operates two world-class parks, the San Diego Zoo and the San Diego Zoo Safari Park, and empowers people to connect with plants and animals, develop an understanding of nature, and contribute to safeguarding wildlife everywhere by becoming Wildlife Allies.

Given the challenges presented by a fragmented media landscape, the Alliance has focused on creating breakthrough brand campaigns in order to generate a deep level of engagement with its audiences. Hear David Miller, CMO, San Diego Zoo Wildlife Alliance, share how they are committed to saving species worldwide by uniting their expertise in animal care and conservation science with their dedication to inspiring passion for nature.

David Miller: Chief Marketing Officer San Diego Zoo Wildlife Alliance

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Costa Del Sol A-D (HYBRID)

10:50am
- 11:05am

COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)

11:05am
- 11:40am

TURNING A CULTURAL PHENOMENON INTO A MARKET-LEADING BRAND: SUSTAINING THE WHITE CLAW BOOM

Being a challenger brand is in White Claw’s DNA. When it broke onto the scene in 2019, the hard seltzer made waves in the beverage category – and quickly became a household favorite. But how do you take a phenomenon and sustain it? Since then, White Claw has partnered with VCCP US, the challenger agency for challenger brands, to take that fuel and build a brand for the long haul.

Join Lena Lewis, Head of Consumer Communications Hub at White Claw, and Jonny Shaw, Chief Strategy Officer at VCCP US, for a discussion around how to turn a pop cultural phenomenon into a market-leading brand.

Lena Lewis: Head of Consumer Connections Hub White Claw

Jonny Shaw

Global Chief Strategy Officer VCCP U.S.

Costa Del Sol A-D (HYBRID)

11:40am
- 12:15pm

VEGAS IS BACK, BABY!

The Las Vegas Convention and Visitors Authority (LVCVA) is charged with marketing Southern Nevada as a tourism and convention destination worldwide and with operating the 4.6 million-square-foot Las Vegas Convention Center. With 150,000 hotel rooms and 14 million square feet of meeting and exhibit space in Las Vegas alone, the LVCVA's mission centers on attracting leisure and business visitors to the area. From the “mind blowing” Sphere, to the most successful Formula 1 race ever, to this year’s Super Bowl where “Excessive Celebration Encouraged” is the rallying cry, and more, Las Vegas has solidified its stance as the Sports and Entertainment Capital of the World. Hear Kate Wik, LVCVA’s Chief Marketing Officer share how they‘ve gambled on their future, and is winning.

Kate Wik: Chief Marketing Officer Las Vegas Convention & Visitors Authority

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Costa Del Sol A-D (HYBRID)

12:15pm
- 12:50pm

DRIVING BRAND CONNECTION AND IMPACT WITH COLLEGE FOOTBALL FANS

When looking to set your brand apart in a crowded marketplace, collaboration through contextual creative paired with the massive scale of live sports are the key ingredients to success. That’s what makes Hampton by Hilton and FOX Sports’ College Football partnership, aligned around a shared passion for creativity and award-winning CFB talent, so special. Working with FOX Sports’ Content Studio, Hampton by Hilton created a break-through multi-platform creative campaign that engaged fans on-air, on-the-ground, and on social to drive engagement, awareness, and affinity for the brand.

Bryan McAleer: Senior Vice President, Digital Sports Partnership and Content Studio FOX Sports

Jenn Sully

Senior Director, Global Brand Marketing Strategy Hilton

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Costa Del Sol A-D (HYBRID)

12:50pm
- 1:50pm

LUNCH

Costa Del Sol E-H (In-Person Only)

1:20pm
- 1:40pm

LUNCH SESSION: WHAT THE FRAG(MENTATION)?!

From a cookie-less world to decision-overload, navigating a digital and streaming landscape is fraught with challenges for marketers and consumers alike. In this session, Julie Cleland, Sr. Account Executive Client Partnerships, distills the problems marketers face, defines how to adapt to shifting viewership behavior, and meet consumers where they are with messages that matter.

Julie Cleland: Sr. Account Executive, Client Partnerships DIRECTV Advertising

Costa Del Sol E-H (In-Person Only)

1:50pm
- 2:25pm

HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE (This session will not be available for on-demand viewing).

Learn Mondelēz International approach on creativity and how it can be leveraged to drive a disproportion amount of benefits for your brands including sales results. In addition, learn how Mondelēz International evaluates test & learns and the importance they place in this space every year with different partners, brands and suppliers to drive brand growth.

Steve McGowan: Head of Shopper Activation & Strategic Partnerships Mondelez

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Costa Del Sol A-D (HYBRID)

2:25pm
- 3:00pm

FINANCIAL FUTURES: FROM ELEVATING WOMEN TO ENGAGING GEN Z

What does it mean to craft a future-forward brand? With Anomaly’s strategic guidance, Ally has built customer affinity through efforts ranging from its 50/50 pledge for equal ad spend across men’s and women’s sports to category-disrupting marketing strategies that build bonds with Gen Z, all while moving deeper into the latest emerging technology.

Join Ally and Anomaly for a discussion around how the financial services favorite has amassed a cult following in a traditionally dull sector – and what marketers across the board can learn from its approach.

Bridget Sponsky: Executive Director of Brand Marketing Ally Financial

Karina Wilsher

Partner and Global CEO Anomaly New York

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Costa Del Sol A-D (HYBRID)

3:00pm
- 3:20pm

COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)

3:20pm
- 3:50pm

WITH THE FIRST PICK IN THE 2024 NFL DRAFT…

2024 marks the 10-year anniversary of Peyton Manning teaming with Nationwide -- who doesn’t remember “chicken parm you taste so good?” With over 185 million fans and the highest live television ratings, the NFL is one of the most desirable sports platforms for brands. As a $60B Fortune 100 brand operating in multiple complex insurance and financial services categories, the NFL is core to growing relevancy and trust for Nationwide’s brand. Brad Barnett, VP of Enterprise Marketing will share how Nationwide leverages the NFL across media, advertising and sponsorships to create value for all its core businesses, and key insights that any size brand can apply to their partnership efforts.

Brad Barnett: Vice President, Enterprise Marketing Nationwide

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Costa Del Sol A-D (HYBRID)

3:50pm
- 4:25pm

HOW RETAIL MEDIA ADDRESSES TOP BRAND CHALLENGES

Much of the hype surrounding retail media’s growth has been focused on how it delivers on traditional marketing goals: increased sales and strong ROAS. However, there are broader and deeper measures that retail media can provide to brands, including those that address some of their biggest objectives, including: share of sales, customer acquisition, repeat rate, and omnichannel results. In this session, Ryan will break down some of the most common benefits of retail media, but also shine light on more advanced measures that don’t get as much visibility – including intangible (yet still qualifiable) measures.

Ryan Britton: Vice President of Brand Sales, Retail Media Criteo

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Costa Del Sol A-D (HYBRID)

4:25pm
- 4:30pm

CLOSING REMARKS

Fernando Herrera: CPG Marketing Executive

Costa Del Sol A-D (HYBRID)

4:40pm
- 5:00pm

EXTENDED Q&A WITH LAS VEGAS CONVENTION AND VISITORS AUTHORITY AND MONDELEZ

Come take a deeper dive with two of our Tuesday presenters as they take further questions and extend the conversation on these important topics:

(In-Person Only)

VEGAS IS BACK, BABY!

Kate Wik: Chief Marketing Officer Las Vegas Convention & Visitors Authority

Las Palmas 2 (In-Person Only)

HOW TO LEVERAGE CREATIVE EXCELLENCE TO DRIVE COMMERCE

Steve McGowan: Head of Shopper Activation & Strategic Partnerships Mondelēz

Costa Del Sol E-H (In-Person Only)

6:00pm
- 7:30pm

ANA REGGIE AWARDS RECEPTION

Enjoy the opportunity to catch-up with friends and colleagues in-person. The reception will definitely have a festive vibe as it kicks off the evening of celebrating our industry’s top teams and best Brand Activation marketing of the year!

Costa Del Sol Terrace (In-Person Only)

7:30pm
- 9:30pm

ANA REGGIE AWARDS GALA

A total of 84 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of the year across 27 different categories when we announce the Gold, Silver and Bronze winners. We will also announce the winners of the special GEM Award that recognizes positive portrayals of women in the work. The event culminates with the announcement of the Super REGGIE, honoring the single best campaign of 2023 selected by the select Super REGGIE Jury chosen from Gold level winners.

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

Costa Del Sol A-D (HYBRID)

WELCOME REMARKS

Mike Kaufman: Senior Vice President, Brand & Media ANA

Costa Del Sol A-D (HYBRID)

PRESENTATION OF WINNERS

Mimi Dixon: Senior Director, Brand Activation & Content Crayola

Lena Lewis

Head of Consumer Connections Hub White Claw

Costa Del Sol A-D (HYBRID)

PRESENTATION OF SPOTLIGHT CATEGORY: GEM AWARD

Latha Sarathy: Chief Research Officer ANA/SeeHer

Costa Del Sol A-D (HYBRID)

PRESENTATION OF WINNERS

Christy Hoskins: Vice President, Chief Marketing Officer La-Z-Boy Inc.

Mike Kaufman

Senior Vice President, Brand & Media ANA

Costa Del Sol A-D (HYBRID)

ANNOUNCEMENT OF THE 2024 SUPER REGGIE AWARD

Chris Herpich: Executive Director, Strategic Accounts Vericast

Costa Del Sol A-D (HYBRID)

7:00am
- 1:00pm

REGISTRATION OPENS

Costa Del Sol Foyer (In-Person Only)

7:30am
- 8:30am

BREAKFAST

Costa Del Sol E-H (In-Person Only)

8:30am
- 8:35am

OPENING REMARKS

Fernando Herrera: CPG Marketing Executive

Costa Del Sol A-D (HYBRID)

8:35am
- 9:10am

REFRESHING A HERITAGE BRAND

The trading card industry saw tremendous growth in 2020 with some estimates at 1.5x sales vs. 2019. With over 75 years of history in the space, Topps has been an unquestioned leader for the core collector. Early 2022 saw the acquisition of the Topps Brand by Fanatics – who has merchandise partnerships with nearly all the major sports leads and strong relationships with athletes. Refreshing a Heritage Brand will explore the journey of leveraging new assets while maintaining the core Brand essence and adapting execution to a new audience.

Ken Turner: Chief Marketing Officer Fanatics Collectibles

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Costa Del Sol A-D (HYBRID)

9:10am
- 9:45am

MOVING YOUR BRAND OUT OF THE FRIEND ZONE

You know that moment when you’re vibing with someone, but they just want to be friends? We’ve all been there, feeling the sting of unrequited affection. But what if I told you this same heartache happens between brands and consumers? Award Winning Brand Executive Doug Zarkin has released his first book, “Moving Your Brand Out Of The Friend Zone, A Modern Day Guide Towards Strengthening Your Brand Value Equation.” Doug will cover a few of the key themes from his book that dive into the world of brand-consumer dynamics, discovering how to transcend the “Friend Zone,” and ignite a love affair between your brand and its audience. Don’t settle for just being “liked”—let’s aim for love, passion, and unshakeable devotion.

Doug Zarkin: Chief Brand Officer Good Feet Worldwide

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Costa Del Sol A-D (HYBRID)

9:45am
- 10:20am

A LESSON IN “EMOGRAPHY”

How can marketers stay on top of ever-changing consumer expectations to drive business growth? In this session, Esther-Mireya Tejeda, renowned transformation leader, will discuss how to look beyond traditional consumer insights using a new playbook she’s pioneered called ‘Emography’ to tap into the why behind human behavior, in order to build a more comprehensive and multi-dimensional view of customers to effectively serve today's fragmented customer base.

Esther-Mireya Tejeda: Former CMO Anywhere Real Estate

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Costa Del Sol A-D (HYBRID)

10:20am
- 10:40am

COFFEE BREAK

Costa Del Sol Foyer (In-Person Only)

10:40am
- 11:10am

BREAKING THROUGH TO GEN Z

How do you reach one of the most difficult audiences to reach with a message they don’t want to hear? Elizabeth Kenny, Chief Marketing Officer of Truth Initiative, will share how this non-profit targeted a hard-to-convince audience with a not-to-be-ignored message. A deep understanding of insights into Gen Z led Truth Initiative to create breakthrough advertising for the truth campaign that helped young people stay away from, slow usage of or quit tobacco use. To top it off, the campaign was awarded the 2023 Grand Effie. Get the behind the scenes on how it all happened and the key insights that drove its success.

Elizabeth Kenny: Chief Marketing & Strategy Officer Truth Initiative

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Costa Del Sol A-D (HYBRID)

11:10am
- 11:45am

BUILDING A CONSISTENT BRAND WITH JUST THE RIGHT AMOUNT OF CHAOS: HOW TO BALANCE STRUCTURE AND CREATIVITY

If a brand is to succeed, it must do two, sometimes opposite, things at once. It must be consistent and flexible. Predictable and creative. It must consistently deliver a brand experience built upon a core set of distinctive assets, ideas and personality traits anchored in a clear brand narrative. But a brand cannot thrive, or remain relevant if it’s too constricted – internal teams, stakeholders and even partners won’t be able to function if the rules are too narrow. So how to balance this paradox? You have to think in systems, providing a framework to keep things headed in the same direction, but push for wild, audacious creativity to keep things alive and fresh.

In this session, you’ll learn how to get this balance right. Or at least, more right. Using specific examples from both B2B and B2C brands in multiple industries – and equal attention to brand strategy and creative principles, you’ll leave with concrete tips and lessons that work in the real world and could work for you.