Conference Agenda

An estimated 49 million Americans, or 1 in 6 people, rely on charitable food assistance programs like food banks and pantries to feed themselves and their families. Join us in the morning for a rewarding volunteer opportunity at the Los Angeles Regional Food Bank, where we will assemble bags of fresh fruit and vegetables or sort food donations. Begin the conference with a shared purpose, meet new friends and help those in need.

With travel, this will be a 4-hour commitment (8:30am departure, 12:30pm return).

To register, please send your name, phone number and full birthdate to brand@ana.net.

SEEHER PRESENTS: CREATIVE BEST PRACTICES

Launched in 2016 by the ANA, SeeHer is the global initiative that champions the positive representation of women, and the leading worldwide movement to eliminate gender bias in marketing, media, and entertainment.

In this session, we’re asking: are you maximizing your messaging to women? We hope so, as women influence over 85% of global consumer purchase decisions.

We also know that accurately representing women in advertising results in a 10X increase in sales lift, and yet only 16% say they are accurately represented.

Learn how to enhance your creative with SeeHer's best practices, informed by the Gender Equality Measurement (GEM®) metric, the global gold standard for the industry. Join SeeHer for our first-ever creative best practices working meeting where you will leave with actionable insights for growing your business through the accurate portrayal and representation of women.

Includes lunch.

Christine Guilfoyle

President SeeHer, ANA

LEVERAGING INNOVATION, INSIGHT, AND A CONSUMER-CENTERED CULTURE TO SUSTAIN BRAND RELEVANCY

Diageo’s portfolio includes Johnnie Walker and Guinness, newer behemoths such as Casamigos and Bulleit whisky, and even emerging brands like Ritual and Seedlip… and the company uses the same brand-building approaches across all these businesses to fuel growth. Stephen will share insights into how Diageo continues to stay faithful to what has made it successful while leveraging adaptive consumer thinking and processes to drive revenue. He will delve into the importance of continuous, purposeful innovation to meet the evolving needs of the modern consumer, ensuring that all brands – both old and new – remain relevant and forward-thinking in a competitive market. 

Stephen White

Head of Innovation, NA Diageo

REDEFINING BRAND CREATIVITY WITH GENERATIVE AI

While brands are turning to generative AI for enhanced efficiencies, BCG reports that over 70% of CMOs are worried about its impact on creativity and brand voice. Today, we will talk about how innovative brands are effectively balancing the cost savings of gen AI with the need to preserve brand integrity. This talk with feature a brand-new case study with Headspace, one of the most popular meditation apps in the world. 

Brittany Blanchard

EVP, Digital Media Monks

SESSION 4

A BLUEPRINT FOR BRAND GROWTH… AND HOW MARKETERS CAN OPERATIONALIZE IT

For the first time, Kantar has analyzed years of proprietary attitudinal data combined with behavioral data to create a Blueprint for Brand Growth that any brand can use to improve brand equity: that is, the connections in consumers’ minds that make your brand easy to choose. Learn about the three Growth Accelerators and three Behaviors that strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics.

Marc Glovsky

Senior Brand Strategist Kantar

GREETINGS FROM A SPECIAL GUEST

Bryan Churchill

Senior Vice President Los Angeles Tourism and Convention Board, WeLoveLA

OPENING REMARKS

Bob Liodice

CEO ANA

WELCOME REMARKS + HOUSEKEEPING

Stephanie Fierman

EVP, Brand & Media ANA

THE ROLE OF CULTURE IN BRAND BUILDING

According to Marcus Collins, true cultural engagement is the most powerful vehicle for influencing behavior and building brands. When a product, idea, behavior, or institution is adopted into a community’s cultural practice, not only will people take action, but they will also share it with people who are like themselves. And those people will tell other people, and eventually, that product, idea, behavior, or institution will be adopted into their cultural practice. The brands who lead culture – who contribute to the cultural characteristics of a community – tend to be more successful than those who follow trends. Join us for this fascinating opening keynote, from the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.

Marcus Collins

Best-Selling Author, For The Culture Clinical Professor, Ross School of Business, University of Michigan

ENGINEERING THE COMEBACK OF THE CENTURY

What does it take to revive a brand? Join Kristen D’Arcy, the Chief Marketing Officer helping to transform True Religion, who will share her playbook on creating a level of cultural leadership that is driving exponential growth. From innovative creator strategies, like Team True, to its new “Own Your True” platform,  True Religion’s 360-degree strategies have ignited a movement that is the driving force behind its strategy to become a billion-dollar brand among Gen Z and fashion-savvy communities.

Kristen D’Arcy

Chief Marketing Officer True Religion

CONNECTING CONSUMERS TO THEIR PASSIONS

Taylor Swift’s Eras Tour showed us that people are willing and eager to travel for their passions and experiences they will remember. What about the luxury consumer? Get inspired and learn how the Luxury Group at Marriott International partnered with Sotheby’s to test and learn how to engage and drive consideration and commerce within the high-net-worth community.

George Hammer

Global Head of Luxury Marketing Marriott

SODA’S BACK, BUT BETTER!

When it launched in March of 2020, poppi captivated consumers who grew up thinking soda was a thing of the past or – at best – an unhealthy habit. Since then, the digital-first brand has mastered the art of authentic, culture-first marketing, revolutionizing a category once deemed untouchable. Join Allison Ellsworth, founder of poppi, for a conversation on redefining soda and pioneering a category no one saw coming.

Allison Ellsworth

Co-Founder and Chief Brand Officer Poppi

A DIRECT-TO-CONSUMER BUSINESS REACHES MATURITY. NOW WHAT?

While digital marketing serves as a phenomenal tool for emerging brands, a performance-based model alone can’t keep up with the ambitions of growing omnichannel businesses. But when exactly is the right time to re-balance your marketing mix and where do you start? Join MANSCAPED’s well-groomed Chief Marketing Officer, Marcelo Kertész, to hear about the brand’s bold transition from performance marketing powerhouse to brand marketing machine and discover how testing the limits of traditional advertising has led MANSCAPED to rethink its approach to delivering compelling narratives and connecting with consumers. Marcelo offers an update on his captivating keynote from the 2024 ANA Digital and Social Media Conference.

Marcelo Kertész

Chief Marketing Officer MANSCAPED

SESSION 11

Speaker TBA

WINNING THE WINE WARS (WITHOUT THE SNOOTY WINE CULTURE)

Whether it’s the new Josh Cellars Non-Alcoholic Sparkling or a [yellow tail] red blend with Domino’s just in time for the Super Bowl (complete with pizza ordering technology under the cap), Deutsch is re-inventing the wine business for a new generation of consumers. 

Daniel Kleinman

Chief Brand Officer Deutsch Family Wine & Spirits

GROWING PRODUCT MIX, RETAIL AVAILABILITY AND CUSTOMER LOYALTY IN A “POST-OMNICHANNEL” WORLD

Projected to reach $600 million in revenue this fiscal year, AG1 built its business on a single product, in a single channel, and saying “No” to everything else. Now the company is ready to say “Yes” to expanding beyond its signature daily health drink mix to new products, new channels, and new communities – a pivotal and perilous time in the company’s history. CMO Paulie Dery will give us a peek into their long-term plans to grow from strength to strength.

Paulie Dery

Chief Marketing Officer AG1

SCALING CREATIVE EXCELLENCE IN RETAIL

The future of retail requires new approaches to marketing agility and innovation. Target is evolving its creative capabilities to deliver for its guests by building an organization combining enterprise scale with nimble creative development. This session will explore how Target  is shaping a modern marketing organization that delivers breakthrough creative.

Michelle Messenburg

Senior Vice President, Marketing Target

SESSION 15

Speaker TBA

CLOSING REMARKS

Stephanie Fierman

EVP, Brand & Media ANA

Join us as we shine a spotlight on the top brands and agencies behind the most impactful and creative Brand Activation marketing campaigns, with Gold, Silver, and Bronze awards across 31 categories. The evening will also feature key moments, including the presentation of the SEEHer GEM Award, the Gold Mailbox Award, and the ultimate honor – the Super REGGIE – awarded to the single most outstanding campaign of the year as chosen by the exclusive Super REGGIE Jury.

WELCOME REMARKS AND HOUSEKEEPING

Stephanie Fierman

EVP, Brand & Media ANA

MEET POPSOCKETS, AGAIN. TRANSFORMING A BELOVED PRODUCT INTO A GLOBAL LIFESTYLE BRAND.

Everyone has seen the iconic grip on the back of smartphones around the world, but many don't know the brand behind the product. It's time to meet PopSockets, again. Founded in a garage in Boulder, Colorado, the brand has evolved to become a lifestyle brand that enables your phone to become extension of yourself.  Join us as we share how the PopSockets team is defining the company’s next chapter through an expanded ecosystem of products, a reinvigoration of the brand, and a marketing strategy that is putting PopSockets back in the minds (and hearts) of fans both old and new.

Emily Sly

Head of Marketing PopSockets

WHY ARE WE STILL STRUGGLING TO SELL THE VALUE OF BRAND TO OUR CEO?

The ANA advocates for the fact that strong brand building and strategic creativity are vital for driving growth… but CMOs and marketing teams struggle to persuade CEOs and CFOs. Why is this still so hard?? In this exciting session, we’ll hear a CEO, CMO and CFO from different brands discuss “what works” when positioning brand as a true growth driver and how vital it is to align marketing strategies with business goals.

Cynthia Chu

Chief Financial Officer Audible

BRAND AS IX: PIONEERING INTELLIGENT EXPERIENCES

Today’s consumers reveal their needs across interactions and channels, and brands react. Soon, emerging technologies such as AI will enable intelligent experiences that anticipate needs, creating hyper-personalized interactions between brands and individuals. We call this next wave of brand experience “IX”.

Michael Olaye

EVP, Managing Director Hero Digital

FIRESTARTER SESSION WITH USPS

CREATING A CULT DISGUISED AS AN EYEWEAR COMPANY

When a company hands out “cult rewards” and its customer service email address is helpivefallenandicantgetup@caddislife.com, you know something’s going on. Founder Tim Parr has both created new companies as well as worked for some of the most respected brands in the world. Many more have trusted his methods and guidance on big issues that steer ships over long periods of time. Today, Tim will share the story of an anti-ageist company building a cult following one pair of eyeglasses at a time. 

Tim Parr

Founder CADDIS

PURPOSE-DRIVEN INNOVATION: HOW BRAND AUTHENTICITY AND A CUSTOMER-FIRST APPROACH BUILD CUSTOMER LOYALTY AT KENDRA SCOTT

Kendra Scott stands out as a purpose-driven brand, redefining customer loyalty by seamlessly blending Family, Fashion, and Philanthropy. Join Chief Marketing Officer Michelle Peterson as she shares how Kendra Scott's customer-first mission has built trust and loyalty… and helped generate most of its revenue from repeat customers. Michelle will also explore how the brand’s omni-channel strategy and localized retail experience strengthen its connection with customers, reinforcing its status as a multigenerational brand known for authenticity and community. This is loyalty like no other.

Michelle Peterson

Chief Marketing Officer Kendra Scott

CONVERSE – ALWAYS CREATING AND EXPERIMENTING

What’s the secret to keeping a century-old brand fresh? For Converse, it’s their mission. Converse is empowering today’s daring spirit of youth by celebrating freedom of expression through individuals and their movement(s). Converse constantly evolves to think and behave in new ways to ensure they continue to stand for creativity, rebellion and daring spirit for the next 100 years. We’ll close the conference with a discussion between Converse CMO Rodney Rambo and Marcus Collins.

Rodney Rambo

Chief Marketing Officer Converse

CLOSING REMARKS

Stephanie Fierman

EVP, Brand & Media ANA