IN PERSON ONLY

IN-PERSON ONLY

THE PURPOSE ADVANTAGE: USING BRAND ACTIONS TO CREATE EMOTIONAL CONNECTIONS WITH CONSUMERS

We are in a new era of brand building. As the rules of this era are being written, it's paramount that marketers understand and align on how to differentiate their brand and drive profitable revenue. In this crowded marketplace, meeting strong standards in the four P's is cost of entry not an A+ on your report card.

Brand purpose — the 5th P — which the ANA defines as a brand's reason to exist beyond profit, is playing an increasing role in the decision-making of modern consumers. But many brands are struggling to arrive at a brand purpose that will ignite the hearts and minds of customers and their workforce while honoring the brand's history and reflecting its organic ethos.

In this Ted-style talk the speakers will review the latest consumer research on how brands INSPIRE and ACT as agents of change with values-driven consumers. The high-growth brands of Tomorrowland will gain a small price premium and frequency of use advantage through emotional connections.

This will be followed by a collaborative workshop where attendees will apply ideas learned from the presentation to a rapid-fire group case study that illustrates key milestones in building emotional connections between your brand and your consumers.

In the workshop we will cover:
Step 1: Leverage your brand origin to re-imagine your best possible future ("connecting the past to your future is critical for mature brands")
Step 2: Look at how your brands fits into society and cultural currency
Step 3: Evaluate consumer needs
Step 4: Compose an inspirational purpose statement
Step 5: Identify brand archetypes that inform consumer thinking
Step 6: Build internal and external proof so that your employees, customers and consumers understand your brand actions

***Note: all attendees will receive a free copy of Jeff's book***

Tim Galles

Chief Idea Officer Barkley

IN-PERSON ONLY

IN-PERSON ONLY

IN-PERSON ONLY

DRIVING BUSINESS GROWTH BY SEIZING 2021'S BEST TV VIDEO INNOVATION

Get an insider’s look at how your peers have evolved their buying strategies, shifted their investment priorities and overhauled their video ad infrastructure - in order to seize business advantage from the 2021 innovation that is rapidly transforming what we used to call “execution” or “media buying”. See real-world brand examples of how an audience-first TV buying approach drove business results on performance metrics such as boosted website traffic, surges in store traffic, spikes in incremental awareness, and impacting new customers.  Breaking out of TV demographics has the ability to unlock nearly $4 trillion in consumer spend for marketers. Join Sean Cunningham, CEO at VAB as he explains how the convergence of demographic trends with marketplace realities has made an audience-first approach a lucrative opportunity for marketers in 2021 and beyond.

Sean Cunningham

President and CEO VAB

COUNTDOWN TO GENERAL SESSION

Bill Duggan

Group Executive Vice President ANA

REMARKS FROM TWITTER

Rebecca Kramer Rosengard

Industry & Inclusive Marketing Lead Twitter

Host: Russ Findlay

Senior Executive Director and Operating Partner H.I.G. Capital

MAKING THE WORLD SMILE THROUGH BETTER MOMENTS

Mars is driven by the belief that the world we want tomorrow starts with how we do business today. For more than a century, Mars Wrigley and its suite of iconic brands, such as M&M’S®, SNICKERS®, EXTRA® and SKITTLES®, and products encourages consumers to embrace the lighter side of life through its purpose, Better Moments and More Smiles. For the 30,000+ Mars Wrigley Associates, this means creating a more connected, caring, and celebratory world for people and our planet.  Join Sarah Long, Chief Marketing Officer, as she shares how putting purpose into action can drive meaningful change and business performance. 

Sarah Long

Chief Marketing Officer Mars Wrigley North America

GOOD ON THE GROUND: HOW TOMS IS CONTINUING TO LEAD THE FUTURE OF PROFIT & PURPOSE

As the original One for One company, TOMS created a new way of doing business - merging profit with purpose while inspiring customers to be part of the giving experience. TOMS has evolved their impact model but continues to remain grounded in their mission of using business to improve lives. Today, the brand commits 1/3 of profits to grassroots good. Join Amy Smith, TOMS Chief Strategy & Impact Officer to learn how TOMS is again pioneering the future of giving and how it plans to inspire the next generation to create good on the ground.

Amy Smith

Chief Strategy & Impact Officer TOMS

THE POWER OF APPRECIATION

T-Mobile has always made it their mission to change wireless for good. They are constantly rethinking the rules to provide their customers what they want and need in order to make mobile life easier - and a whole lot more fun. This corporate culture, rooted in customer-first obsession, spawned the creation of T-Mobile’s award-winning customer appreciation program: T-Mobile Tuesdays. Brilliant in its simplicity - this mobile app designed and developed by The Marketing Store rewards customers for simply being one, with an engaging experience created with the users in mind. Now 5 years later, T-Mobile continues to deliver weekly rewards featuring new brands, products, and experiences. Learn how the brand was able to pivot in a COVID and post COVID world, leaning into community and CSR initiatives which their customers craved. This session will divulge how T-Mobile thinks outside the world of telecom, turning the loyalty model on its head, to build lasting brand love.  

Mike Belcher

Senior Vice President, Business Development and Partnerships T-Mobile

SAN DIEGO PADRES: HUNGRY FOR MORE

Come hear Chris Connolly, SVP of Marketing – San Diego Padres, discuss the power of the San Diego Padres brand and how it has helped inspire the San Diego community during the pandemic. Padres fans have always been among the most loyal in sports and now the fan base is expanding nationally. Given the recent $340 Million contract extension for Fernando Tatis Jr. along with other offseason acquisitions, the brand is now experiencing strong growth across all demos from a merchandise sales, TV ratings and ticketing standpoint.  Learn more about staying true to your core user base while inspiring new fans to join the franchise!

Chris Connolly

Senior Vice President, Marketing San Diego Padres

EMPATHY AT SCALE

People are unique. Mondelēz's Empathy @ Scale initiative aims to put people ahead of personas in order to create deeper 1:1 connections between brands and consumers, instead of just broadly targeting content to groups of people. Learn more about this new company-wide initiative, and how Twitter is helping Mondelēz bring it to life through the #EmpathyEngine — a first-to-market, custom solution designed to deliver personalized experiences between a brand and a consumer.

Jennifer Brain-Mennes

Director, Global Media Strategy & Planning; Americas CX Lead Mondelēz International

IN-PERSON ONLY

IS CONTEXTUAL TARGETING THE PHOENIX OF THE AD INDUSTRY?

Marketers strive to craft an engaging customer journey that delivers outcomes for their brand. But with disruption across the ad industry, many are concerned about their ability to reach relevant audiences in an authentic way in the face of these changes. One solution rising from the ashes is contextual targeting, but many question whether it can deliver intended outcomes for the brand. Join Steve Silvers, SVP Product at Neustar to learn how we help advertisers can still reach their intended audiences where it matters and realize brand growth.

Steve Silvers

SVP Product & GM Customer Experience Neustar

ACCELERATING THE GOOD: HOW KIA MOTORS AMPLIFIES PURPOSE AND DRIVES IMPACT

Join David & Goliath founder and creative chairman David Angelo as he takes you on a journey that illustrates the power of purpose and compelling, authentic storytelling. Capitalizing on the audience of one of America’s biggest stages — the Super Bowl — Kia transformed the platform from an awareness and entertainment-focused communications tool into the launchpad for the brand’s “Accelerate The Good” corporate social responsibility initiatives to aid the youth of America. Accelerate The Good started in 2019, with the announcement of The Great Unknowns Scholarship, which was available to high school students looking to further their education. In 2020, the program continued with campaigns designed to aid in the fight against youth homelessness and quickly pivoted into providing support for frontline workers during the pandemic. This approach has led to some of the most inspirational and groundbreaking campaigns and marketing initiatives that not only won the hearts and minds of consumers, but also drove significant, tangible impact for the Kia brand nationwide.

David Angelo

Founder & Chairman David & Goliath

INSPIRATION FROM THE OUTSIDE IN

It’s hard to believe, but neither the pandemic nor the social justice movement increased inclusion for people with disabilities. Being confined to homes due to COVID-19 should have advanced equality for the disability community. The Black Lives Matter and Stop Asian Hate movements should have increased inclusion for all marginalized groups. However, new survey data reveals that both those with mobility challenges and the general population believe that people with disabilities are still the least included in society.

In this session, learn how BraunAbility has united and given voice to the mobility disability community to understand these issues and make real change. BraunAbility customers inspire the company to pursue purpose beyond product, transforming employment branding, product development, content and SEO strategy. Come learn how to find inspiration from the outside in. 

Chris Carlisle

Senior Vice President Global Marketing BraunAbility

BUILD A BIGGER TABLE: INSPIRATIONAL MARKETING THROUGH ENTREPRENEURSHIP AND INCLUSION

Erin Harris, CMO of Lobos 1707 Tequila & Mezcal and Cofounder of Pronghorn, shares how to deftly integrate entrepreneurship and diversity, equity, and inclusion into effective brand storytelling that builds both brands and communities. As the marketing leader of Lobos 1707, a new minority-backed premium spirits brand, and the co-founder of Pronghorn, a groundbreaking $2B economic initiative created to diversify the spirits industry with Black representation, Erin has been pushing for change for over a decade. From her experience, Erin knows firsthand how to craft stories that will resonate with consumers and stakeholders.  Key takeaways will highlight how and why diversity is good for business and the effects of disrupting an industry with entrepreneurship as the cohesive thread.

Erin Harris

Chief Marketing Officer Lobos 1707

LEVERAGING INFLUENCERS TO ESTABLISH BRAND VALUES

Audiences care about investing in brands that align with their personal values more than ever before. One of the fastest and most effective ways to earn your target audience's trust is by partnering with influencers who align with and amplify your brand's values. Kelsey and TJ will discuss leveraging aligned influencer partnerships to connect with audiences who have a high affinity for your brand. By increasing your social mentions and establishing your brand as a thought leader, you can control the values you want your brand to be associated with.

Kelsey Formost

Director of Content Strategy Tagger Media

HOW GREENLEAF FOODS IS PLANTING A SIMPLE SEED FOR A MORE SUSTAINABLE TOMORROW

When it comes to the future of food, creating sustainable products that meet the unique needs of consumers isn’t just good branding  – it’s a necessity. As food insecurity and climate change continue to impact millions across the globe, people are using their voices – and wallets – to show that they want organizations to do more than “talk the talk” when creating new food products.

Greenleaf Foods is committed to creating plant-based protein offerings that are delicious, satisfying, and supportive of the environment. In this session, Greenleaf Foods Chief Operating Officer Adam Grogan will share how the industry leader, through its brands Lightlife and Field Roast, built deeper, lasting connections with consumers by revamping and re-branding products to meet their unique health needs, and making sustainability a key business principle.

Adam Grogan

Chief Operating Officer Greenleaf Foods, SPC

IN-PERSON ONLY

IN-PERSON ONLY

IN-PERSON ONLY

IN-PERSON ONLY

COUNTDOWN TO GENERAL SESSION

Host: Russ Findlay

Senior Executive Director and Operating Partner H.I.G. Capital

USING HUMAN TRUTHS IN BRAND BUILDING

Once a brand reliant on BOGO and other aggressive discounting to sustain growth, in recent years Pearle Vision has re-established itself in the 7% of all franchise brands, the #1 optical franchise brand and the premier neighborhood destination for eye care and eye wear. How? Through an intense focus on caring for people behind the eyes. This session will take a look at how Pearle Vision (with their brick-and-mortar fleet of neighborhood EyeCare Centers) challenged and continues to win in a hyper-promotional category through leaning into the power of small but meaningful human truths.

Doug Zarkin

Vice President, Chief Marketing Officer Pearle Vision

INSPIRED BY SERVICE

Esi Eggleston Bracey, EVP & COO Beauty and Personal Care at Unilever in North America, is known for building and growing brands with purpose at their core. In this session, she will talk about the evolution from consumer-centricity to human-centricity as the way to deliver inspirational brand building.  Esi will share how the brands she leads, including Dove, Love, Beauty & Planet and Vaseline, are using service and action as a way to inspire the people that they serve.

Esi Eggleston Bracey

Chief Operating Officer, EVP Beauty & Personal Care Unilever North America

MEASURING IMPACT OF THE WORLD'S MOST IMPORTANT INSPIRATIONAL MESSAGES

Brands have a responsibility to make conscious efforts on environmental, social, and governance (ESG) issues, while consumers are demanding increasing transparency and honesty from brands and factoring this into purchase intent. ESG is here to stay and brands can harness this movement to create value through inspirational messaging, stemming from the incredible work they are already doing in these areas. Learn how brands can be sure that their inspirational messages are creating the desired impact on consumers and how they can measure the change in brand perception.

James Slezak

CEO Swayable

HOW AN ASIAN AMERICAN AGENCY TOOK A STAND AGAINST HATE

As COVID-19 began to spread across the U.S. in early 2020, so did incidents of anti-Asian hate. Compelled to take action, Asian American marketing agency IW Group launched #WashTheHate, the first national social media and PSA campaign to address this issue. Founder Telly Wong will share how his team planned and executed the initiative in just 10 days along with tips on building allyship with the Asian American community.

Telly Wong

SVP & Chief Content Officer IW Group

PURPOSE DRIVEN INNOVATION & DRIVING BRAND LOVE®

In today’s noisy market where people have instant access to nearly everything, quality products and services are no longer enough to differentiate your company or organization—your brand— from the competition. In this talk, we’ll look at the roles of both purpose and innovation — and why they are the two key strategies used by brands creating meaningful differentiation and have a competitive advantage that fuels both growth and profit. 

Key takeaways:   

• Uncover why today’s modern consumer leans to brands whose values align with their own (the difference between a discerning vs disloyal consumer) 
• Gain step-by-step actions for building a strong purpose that resonates throughout an organization and beyond – and how this also impacts employee retention & boosts morale
• Understand how purpose creates cultural conversations & societal benefits 
• Learn the Purpose-Profit Loop™ – and why this is the driving force to increase profits and how it’s a virtuous cycle  

Jennifer Cawley

SVP, Purpose + Sustainability Barkley

CLOSING REMARKS

VIRTUAL OPENING REMARKS

Mike Kaufman

Senior Vice President, Brand Activation ANA

INSPIRING GIRLS TO CREATE A BETTER TOMORROW

Ideas and inspiration can come from anywhere. Find out how an eight-minute conversation with a CEO led to the creation of one of the world’s largest STEM programs for girls. Learn how a spark of an idea can lead to a STEM movement with Susan Warner, VP Talent and Community Engagement and Founder of Girls4Tech™. Mastercard is committed to motivating young girls to build STEM skills that will help them become leaders of tomorrow. Based on global science and math standards, Girls4Tech showcases the company’s payment technology—algorithms, encryption, fraud detection, data analysis, digital convergence, A.I. and more.  With more than 5,000 employees serving as role models and mentors, Susan developed this interactive, hands-on curriculum to shows girls across the globe that it takes all kinds of interests and skills to pursue a career in STEM, while also building the Mastercard brand and driving its core values toward opportunity for all.

Susan Warner

Vice President, Talent and Community Engagement Mastercard

TIME TO GET PERSONAL WITH PURPOSE

Consumers are using the power of their wallets to demand more from the brands they shop. Organizations that don't have purpose as part of their DNA are working to develop frameworks that are authentic to their brand. Those that do are discovering new ways to create measurable change. But when everyone is trying to get into the conversation, what can brands do to show up and stand out in meaningful ways? S'well Founder and Executive Chairwoman Sarah Kauss shares how S'well has been communicating purpose for more than a decade and how making sustainability personal through products, content, and partnerships can drive powerful change.

(Moderator) E. J. Schultz

News Editor Ad Age

BUILDING A FOUNDATION OF TRUST TO BRING MORE VALUE TO YOUR CONSUMERS IN A PHYSICAL AND DIGITAL WORLD

Jill Cress, VP of Consumer Marketing at PayPal will share trends on consumer behavior coming out of the pandemic to explore the consumer mindset on how they are thinking about their relationship with money, paying and shopping in a post pandemic world. 

As the pandemic accelerated the consumer mindset and behavioral shift to digital, the first half of 2020 saw an increase in e-commerce equivalent to that of the previous ten years. This shift has made convenience and trust more important than ever. The fight for consumer loyalty at the intersection of convenience and appetite for shopping in new ways mean that the lines between digital and physical are becoming more blurred with a need to meet consumers where they are in the moment with an omnichannel approach. PayPal has been at the heart of digital payments around the world for years and is one of the most trusted brands in the world. Join Jill Cress, VP of Consumer Marketing, to hear how PayPal is building on that trust to provide consumers with more ways to pay, shop, earn and save. Additionally, Jill will discuss the importance of delighting the consumer and how putting functionality they care about in one place, through an app, leads to inspiring the hearts and minds of consumers.

Jill Cress

Vice President, Consumer Marketing PayPal

HOW AN #OFFTHEWALL ETHOS EMBODIES PURPOSE & DRIVES BRAND LOYALTY

As a brand ingrained in youth culture with a mission of enabling creative self-expression for consumers across the world, for 54 years Vans has taken an #OffTheWall approach that not only builds brand love and loyalty but also ensures that it remains authentically connected with consumers through meaningful and purpose driven initiatives.

Join Kristin Harrer, Vans CMO, to learn how through the power of authentic and engaging experiences that are grounded in grassroots, Vans looks to uplift, celebrate and empower creative ambassadors and local communities to share their stories and amplify the power of creativity. 

Kristin Harrer

Global CMO Van’s, a VF Company

LIFE IS GOOD®: OPTIMISM OVER ADVERSITY

Life is Good® was founded in 1994 by brothers Bert & John Jacobs with the intent of designing artwork that inspired people to celebrate the simple pleasures around them. Over time, a deeper purpose evolved as customers shared their stories of wearing a Life is Good hat or shirt as a reminder to find the good in the darkest times - from chemo treatments, to job loss, family struggles, and more. Today, the $100 million apparel brand’s mission is to spread the power of optimism through apparel and the life changing work of the Life is Good Kids Foundation which positively impacts over 1 million kids annually. 

In this talk, hear from Michelle Bender, Life is Good’s Director of Content, on how the 27 year old brand changed its business model the moment quarantine started to speak more closely to consumers, tap into our shared cultural experiences, and ultimately deliver on the mission to spread the power of optimism, resulting in a 75%+ growth to lifeisgood.com.

Michelle Bender

Director, Social & Content Life Is Good