ANA Digital Marketing & Innovation Conference @ Yale University School of Management

MISSED CONNECTIONS: THE JOURNEY OF BUILDING TECH WITH PURPOSE

We’ve seen more transformation of this landscape in the last five years than in the last 30 combined.  And the next five years will bring yet a new summit in the convergence of Marketing, Media, Technology and Data.  How will we as marketers stay centered on our primary purpose - creating meaningful and ongoing connections with our prized consumer?

Huanne Hughes

Vice President Precision Media L'Oreal

THE NEW BRAND WORLD: DRIVING BOTH CULTURAL AND COMMERCIAL IMPACT

How consumers shop and buy products has drastically evolved in the last few years. Digitally native brands have created a new vocabulary for brand love and affinity as the legacy brands have continued to push their boundaries with bold, talk-worthy initiatives. This talk will explore what it means to be a brand today and how to aspire for growth that drives revenue and builds brand love. 

Jinal Shah

Vice President E-Commerce & Omnichannel Marketing S'well

MODERN MARKETING IN A SHIFTING WORLD

In this session, Ken Krasnow will be discussing how Henkel, a 140 year old company, is evolving to become even more consumer centric and relevant by leveraging modern marketing tools. He  will delve into their experience leveraging technology to:

• Unearth rich insights that enable us to tell new brand stories
• Find the hidden shopper (people who should be buying are brands but aren’t)
• Collecting relationships vs. serving impressions

Ken Krasnow

Vice President Omnichannel Marketing Henkel

MUSIC, MOMENTS & MINDSETS: DATA IN THE STREAMING AUDIO AGE

Music is arguably the most common content and cultural connection point across the globe. With over hundreds of millions of people accessing the entire library of music on-demand every day, we have an unprecedented opportunity to understand the patterns and nuances of that consumption. One of the opportunities this creates is that audio streaming can allow us to unlock moments and mindsets to create connections between brands and fans. 

Sean Kegelman

Global Head of Data & Audience Solutions Spotify

THE MODERN MARKETING PARADOX-PURPOSE AND GROWTH

The proliferation of data and technology has made the modern consumer more powerful and in-control than ever before. This is truly a consumer-led era where the consumer habits and expectations change and soar high with each passing day. Consumers are more aware, conscious and conscientious. They have choice and instance access. Brands have to work harder than before to earn loyalty and add incremental value to bring the consumer back one more time. All of that requires marketers to not only build brands that are authentic, have a clear purpose and mission but also converge science, technology and storytelling to drive tangible business growth and outcomes. It's not an either or, it's an and. It's not art or science, it's art in science. It's not performance or brand, it's branded performance. It's not margins or growth, it's margins driving growth. And that's the paradox we have to solve.

Mayur Gupta

Chief Marketing Officer Freshly

PATH TO LIFETIME VALUE

Ari Sheinkin

Vice President Performance Marketing IBM

THINK OUTSIDE THE BRAND - CULTURE IN. BRAND OUT.

In today’s increasingly cluttered consumer landscape, brands need to foster a long-term, meaningful relationship with consumers that is contextually relevant to the culture within which they are experiencing each brand interaction. As America’s original “challenger brand,” Pepsi has embraced this a “culture in, brand out” mindset. Pepsi Marketing VP Todd Kaplan will discuss how Pepsi bases every consumer touch point, from product innovations to marketing campaigns, in cultural insights – and how the marketplace has responded. 

Todd Kaplan

Vice President, Marketing PepsiCo