Brand Growth and Purpose Summit hosted and presented by Audacy (In-Person Only)

WELCOME REMARKS

Greg Wright

Senior Vice President, Brand & Media ANA

THE BARBIE EVOLUTION: AN ICON IN A DIVERSE WORLD

Barbie first appeared on store shelves in 1959 and has come a long way from her origins as a single, white, blonde doll.  From social impact to dolls who represent all walks of life, Barbie is ever evolving in all the best ways. Mattel is constantly pushing the boundaries to keep Barbie as the most diverse and inclusive doll line in the world, and with this summer’s record-breaking theatrical release, the canvas has become much bigger.  Learn how the Barbie marketing team continues to push this iconic brand forward through its foundation in toys and then builds purpose and meaning through licensing and brand partnerships.

Matt Brutocao

Vice President, Barbie Global Brand Marketing Mattel, Inc.

DISRUPTIVE MARKETING STRATEGIES IN ENTERTAINMENT & AUDIO

Marketers are turning to Audio platforms like never before to bolster the performance of their campaigns. Why? Reaching new audiences with unprecedented precision, deeper engagement with their brands and measurable business outcomes. Live Nation, Netflix and Kroger have leveraged the medium to drive advantage for their campaigns and return on their investments.

Join us for a review of three unique programs that have pushed the boundaries of Audio by activating custom strategies and highly creative campaigns.

• Live Nation delivers a masterclass on driving sales performance with holistic Audio.
• Netflix earns huge buzz combining earned media with paid and influencer-led Audio.
• Kroger takes podcast advertising to new levels with a custom, scripted brand integration.

Jack Hager

VP of Enterprise Digital Sales & Podcast Partnerships Audacy

RISING FUTURE MAKERS: AT&T DREAM IN BLACK’S PURPOSE-LED PROGRAM

AT&T Dream in Black is an always-on platform that was built as part of AT&T’s core values and commitment to empower the communities in which they serve. The platform focuses on elevating historically underrepresented voices and preparing future generations for success through programs like Rising Future Makers. Jasmine Allen leads the integration of HBCUs within the national AT&T sponsorship portfolio under the Dream in Black platform, helping AT&T drive meaningful experiences and build connections with diverse consumers at scale. Here, Jasmine will review the process of strategically resetting this culturally relevant sponsorship campaign to align with the newly launched AT&T Purpose, Connecting Changes Everything, while keeping an emphasis on authentically connecting with the community and building strong DE&I storytelling.

Jasmine Allen

Lead Manager Marketing Communications, DE&I Sponsorship AT&T

SCALING BRAND PURPOSE WITH AI

The goal of brand purpose is to articulate internally held beliefs into externally understood values. The challenge for brands operating at national or international levels is to articulate purpose at scale. AI can bridge this gap and help brands not only achieve scale but do so with personalized messaging and targeted creative. Whether you’re an early adopter of AI, starting to experiment with the technology, or unsure where to begin, Michael Olaye, one of AdAge’s leading authorities on AI, will outline the ability of AI to strengthen a brand’s purpose strategy and execution.

Michael Olaye

SVP, Managing Director, Strategy & Innovation R/GA

THE IMPACT OF INCLUSIVITY ON BRAND GROWTH

Brands win when their marketing represents their entire audience. In this panel discussion, thought leaders will share the data behind inclusive marketing, and why it is the key to achieving brand growth.

Greg Wright

Senior Vice President, Brand & Media ANA

CLOSING REMARKS

Greg Wright

Senior Vice President, Brand & Media ANA

Please join us for a happy hour from 3-5pm including a live DJ, light eats, and an open bar and cocktails courtesy of Audacy!