2024 ANA Brand Activation & Creativity Conference (Virtual Only) | 1-Day Conferences | ANA

2024 ANA Brand Activation & Creativity Conference (Virtual Only)

This event is over.


Agenda

TIME EVENT DETAILS LOCATION
Tuesday, September 10, 2024
10:00am
- 10:03am

WELCOME REMARKS

Stephanie Fierman
EVP Brand & Media ANA
10:03am
- 10:36am

MEET YOUR DIGITAL DIAMOND COACH: HOW HELZBERG DIAMONDS REDEFINED THE RING SHOPPING JOURNEY

Since 1915, Helzberg Diamonds and their associates have been a trusted part of hundreds of thousands of engagements. But with many of today’s ring shoppers preferring to begin their research online, Helzberg Diamonds set out to provide expert advice in a fresh new way.

Helzberg Diamonds enlisted Canvas+Co to help today’s ring shopper feel confident throughout their journey. Through a series of short and long-form videos, Helzberg positioned itself as the no-pressure diamond experts who can help shoppers through the process and make it fun! The result was one of Helzberg Diamonds' most successful brand campaigns to-date. In this session, we’ll discuss the process from concept to campaign launch.

Jeanette Carter
Vice President, Marketing Helzberg Diamonds
Charlene Tassinari
Co-Founder Canvas+Co.
Carly Potock
Co-Founder Canvas+Co.
View Event Recap
10:36am
- 11:08am

EXPERIENCE IS THE NEW CURRENCY: HOW MARKETERS CAN SEIZE THE MOMENT

If you are the NERDS Gummy, you demand to be seen. After making its debut on the world’s biggest stage at the Super Bowl, where did Gummy go next to drive attention from young, diverse audiences at scale? The movies!

Ferrara Candy Company’s NERDS brand recently partnered with NCM, the largest cinema advertising platform in the US, to bring the first holographic activation to select movie theaters. Moviegoers enjoyed a life-sized holographic NERDS Gummy as part of their “Unleash Your Senses” campaign.

Hear from Ferrara’s SVP, Consumer Understanding & Experience, Magen Hanrahan, and National CineMedia’s Chief Marketing Officer, Amy Tunick, on how today’s forward leaning brands are tapping new innovative advertising solutions and experiences, in addition to big screen ads, to connect and engage with Gen Zs and young Millennials.

Magen Hanrahan
Senior Vice President Ferrara
Amy Tunick
Chief Marketing Officer NCM
View Event Recap
11:08am
- 11:45am

A NEW GENRE OF ADVERTISING

There’s a new advertising genre that is attracting the attention of GenZ while driving sales for the brands that embrace it. It's mixed-reality CGI social advertising and it has taken over our feeds with thumb-stopping, viral brand campaigns. Dive deep into this dynamic new frontier of mixed reality art, where imagination meets technology, to learn how to authentically connect brands with this cultural phenomenon, engage with younger consumers, and ultimately drive sales growth. Lenovo and creative agency Superheroes share how they pioneered this digital street art with a new breed of digital creators to launch highly engaging social media content that connected with its targeted GenZ market and drove impressive sales of the new Yoga laptop.

Archit Mardia
Global Brand & Product Strategy Leader Lenovo
Rogier Vijverberg
Chief Creative Hero SuperHeroes
View Event Recap
11:45am
- 12:00pm
BREAK

12:00pm
- 12:38pm

THE CRAYOLA CAMPAIGN FOR CREATIVITY

Known for inspiring creativity in children for more than 120 years, Crayola will share how it is using this unique position – and a little bit of imagination – in purpose-driven marketing to elevate the importance of childhood creativity.  Grounded in meaningful consumer insights and fueled by the belief that creativity is a life skill that allows kids to reach their full potential, Crayola has launched its multi-year, multi-faceted Campaign for Creativity to challenge perceptions, spark dialogue, and help consumers understand, value and nurture childhood creativity.
 
In this session led by Victoria Lozano, Executive Vice President of Brand Marketing at Crayola, learn how the brand leveraged research to uncover an untapped opportunity and used its own creativity to launch a compelling new campaign platform that resulted in 4.5 billion impressions in the 3 months since its launch in April 2024.

Victoria Lozano
Executive Vice President of Brand Marketing Crayola
View Event Recap
12:38pm
- 1:10pm

REFRESHING A LEGACY BRAND FOR TODAY’S CONSUMER

In a world saturated with brands, it’s easy for even the most established names to get lost in the clutter. Today, more than ever, brands must connect with consumers to remain relevant. Goodwill, a century-old brand known for its thrift stores and donation centers, recognized the need to evolve with changing consumer expectations and cultural shifts. This transformation was not just a rebranding exercise but a comprehensive reset that reoriented the business approach to be more consumer-centric, creatively showcased the range of life-changing services that Goodwill offers and amplified the brand purpose. Goodwill and Blue Chip will share the journey of driving change for both the brand and the headquarter organization.

Attendees will gain practical insights and actionable strategies for brands looking to modernize and stay relevant with today’s consumer.

Onney Crawley
Chief Marketing Officer Goodwill Industries International
Joel Walker
Executive Creative Director Blue Chip
View Event Recap
1:10pm
- 1:31pm

FANDUEL – MARKETING LESSONS IN RAPID GROWTH

FanDuel is an innovative sports-tech entertainment company that is changing the way consumers engage with their favorite sports, teams, and leagues. The premier gaming destination in the United States, FanDuel consists of a portfolio of leading brands across gaming, sports betting, daily fantasy sports, advance-deposit wagering, and TV/media. Hear Matt Donovan, VP, Marketing Operations at FanDuel share how FanDuel has navigated marketing challenges amidst a rapidly growing industry.

Matthew Donovan
Vice President, Marketing Operations FanDuel
1:31pm
- 1:46pm
COFFEE BREAK

1:46pm
- 2:23pm

BRAND BUILDING WITH ADDRESSABLE ADVERTISING

Discover how precision targeting can move beyond the bottom of the consideration funnel to become a powerful tool for enhancing brand awareness and favorability. Join Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising as they myth-bust their way through innovative use cases for Addressable advertising solutions across linear, CTV, and pause ads to create stronger brands. Learn actionable tactics and insights to bring your brands to life and meet your audiences where they are.

Sam Oyekoya
Sr. Director Client & Agency Partnerships DIRECTV Advertising
Charlotte Lipman
Director, Primary Research & Insights DIRECTV Advertising
View Event Recap
2:23pm
- 2:57pm

BRAND DARWINISM: HOW CREATIVITY IS ESSENTIAL TO BRAND RESILIENCE

Since the 1970s, the average tenure of an S&P 500 company has plunged from nearly 30 to only 15 years today. Only brands that are focused on tackling tomorrow’s challenges will win with consumers and stand the test of time.

Through extensive research with companies like Johns Hopkins Medicine, Telfar, Bang & Olufsen and Rimowa – along with direct collaboration with top business schools and input from over 10,000 consumers – Mark Miller, founder of The Legacy Lab, will unveil a 5-step blueprint for creating long-term resiliency in a short term-world.

Mark Miller
Chief Strategy Officer Team One
Mikaila Ulmer
Founder Me & the Bees Lemonade
View Event Recap
2:57pm
- 3:32pm

DRIVING IMPACT: HOW TOYOTA’S “START YOUR IMPOSSIBLE” CAMPAIGN BECAME A CATALYST FOR PARALYMPIANS

Toyota’s “Start Your Impossible” campaign created a platform for Paralympians that has never existed before. Provocative creative immersed viewers in the stories and experiences of gold medal Paralympians, elevating the games in a way that has captured the attention of viewers and fans and inspiring NBC to almost double its coverage of the Paralympic games in the US. Unconventional media investments brought the campaign to one of the biggest TV moments in the US – the Super Bowl – and helped reposition Toyota from a vehicle company to a mobility company. 

Russ Koble
Sports Sponsorship Senior Manager Toyota Motor Sales, USA, Inc.
Jason Schragger
Chief Creative Officer Saatchi & Saatchi
View Event Recap
3:32pm
- 3:37pm

CLOSING REMARKS

Stephanie Fierman
EVP Brand & Media ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.