ANA Virtual Half-Day Conference: Creativity, Presented by Xandr

OPENING REMARKS

Pamela Gross

Senior Manager, Committees & Conferences ANA

INNOVATING TODAY, ENVISIONING TOMORROW: THE PATH TO CONVERGENCE

Marketers’ brand awareness strategies are changing. Traditionally reliant on linear TV, long the most efficient and cost-effective way to reach a mass audience, they are now accustomed to the precision of digital. To reach audiences in their entirety, brands need to use both linear and digital sources, however these buys cannot be done in silos. In this session, join Chris White, VP, Product Management at Xandr, Chris Luna, Sr. Global Media Manager at 3M, and Keith Gooberman, CEO of Programmatic Mechanics, as they discuss how marketers can most efficiently achieve brand goals using both formats today and in the future.  

Keith Gooberman

CEO & Co-Founder Programmatic Mechanics

THE THREE ROLES OF CREATIVE IN MARKETING

Brands and agencies have different expectations for the role of creative in marketing. For some, creative simply means the compelling telling of a product benefit, while for others the main role is the communication of the brand’s story. Yum! Brands’ experience globally argues that there are three main roles of creativity: 1. Making the brand culturally relevant; 2. Helping the brand break through, and; 3. Reinforcing the distinctive nature of the brand and its offerings. Most brands and agencies falter or completely miss on at least one (and sometimes all three!) of these roles. We believe true brand success can come only when creative focuses on all three objectives.  

Ken Muench

Yum! Brands Chief Marketing Officer Collider Lab Chief Strategy Officer and Co-Founder

WHAT HAPPENS WHEN YOU STOP SELLING: HOW AN ICONIC BRAND IS CHALLENGING THE NORM BY EMBRACING ITS ROOTS

If the past year has taught us one thing as marketers, it is that modern brands require more than the traditional advertising toolkit to solve business challenges and connect with audiences in new & meaningful ways. Historically, CPG brands have fallen back on generic, functional, and often self-serving insights that simply reinforce claims and conventions. But what happens when you throw out the old rulebook to get your brand's mojo back, with culturally-inspired ads that don’t look or feel like advertising at all?

In this session, Kraft-Heinz’s Jess Vultaggio, Head of Strategy and Development, and Johannes Leonardo’s Emily Garvey Elias, Group Strategy Director, will pull back the curtain to showcase the magic that can happen when brands prioritize “anti-advertising” strategies, stop apologizing and start embracing the most optimistic role they can play in people’s lives. 

Jessica Vultaggio

VP, Head of Strategy & Development (MFC) The Kraft Heinz Company

FUELING CAMPAIGN PERFORMANCE WITH INTELLIGENT CREATIVE

Historically, the only ways to optimize attention and campaign performance was through media levers (placement, targeting, price). However, we've always known getting the creative itself right is the most important lever when it comes to resonating with audiences and impacting campaign results. In fact, up to 70% of media ROI comes from creative, and, if brands get it right, consumers will engage regardless of other factors at play. As such, Intelligent Creative has emerged as this decade’s competitive advantage. There’s no question about it, brands that infuse data into their creative processes are the ones that will win. In this session, the Ad Council will discuss how dentsu’s Attention Lab powered by VidMob leveraged AI and machine learning to optimize creative with a platform-first design approach, dramatically boosting social ad performance for the Ad Council’s Seize the Awkward campaign, focused on mental health awareness and youth suicide prevention.

Laurie Keith

VP of Media, Social & Emerging The Ad Council

FROM ANIMAL CROSSING TO THE WHITE HOUSE: A NO-MALARKEY GUIDE TO WINNING CREDIBILITY & ATTENTION IN GAMING CULTURE

Social Media marketing won the 2016 Election for President Trump. In 2020, the Biden Campaign brought its ground game to a video game, betting big on gaming to reach potential voters. In this session, hear from the creators of the Biden for President Campaign's Biden Island. Corbin Brown, VP, Strategy Director, and Travis Broyles, Associate Creative Director, both of Giant Spoon, will give brand marketers a Presidential Briefing on winning credibility and attention in gaming culture, and how urgency, banter, and respecting the quirks of each fanbase are the building blocks for creating effective work.

Corbin Brown

VP, Strategy Director Giant Spoon

CLOSING REMARKS

Pamela Gross

Senior Manager, Committees & Conferences ANA