Growth Through Marketing Hosted by the Yale Center for Customer Insights (In-Person Only)

This event is over.

Join the ANA Educational Foundation (AEF) and the Yale Center for Customer Insights at Yale University on October 13, 2023 to hear from marketing leaders on how to drive strategic growth. Today’s marketers are expected to understand changing consumer dynamics, build purpose based brands, harness big data and analytics capabilities, and focus on driving profitable and sustainable growth. We’ve tapped some of the top minds to share how they answer fundamental marketing questions - like defining the brand’s role in the category and also society, while considering the changing landscape of consumer behavior.

The conference welcomes professional marketers and advertisers as well as members of the Yale community to hear best practices, gain actionable insights and share notes at an event exploring how best to position and utilize the marketing function to drive growth.

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, October 13, 2023
9:00am - 9:30am	REGISTRATION AND BREAKFAST
9:30am - 9:35am	OPENING REMARKS Marcia Soling Senior Vice President AEF Prof. Jiwoong Shin Professor Yale University
9:35am - 10:20am	EVOLUTION OF CONSUMER INSIGHTS IN THE DIGITAL/AI WORLD Kalindi will share her vision of the future of consumer insights and share practical tips and examples of how the consumer insights function and continues to generate value and business impact in this very fast, constantly evolving digital/AI world. Kalindi Mehta Global Vice President, Consumer Foresight, Strategy & Predictive Analytics The Estée Lauder Companies
10:20am - 11:05am	DRIVING BRAND LOVE ACROSS CHANNELS In today’s fast-paced media environment, it is harder than ever for brands to break through and reach consumers where they are at the right place and right time. Walter Frye has 20 years marketing experience from top brands like Prudential, American Express and Amazon, and will join to share his perspective on how Amazon drives brand love across traditional and non-traditional channels. Walter Frye Global Director Amazon Brand Marketing Amazon
11:05am - 11:20am	NETWORKING COFFEE BREAK
11:20am - 12:05pm	THINK OUTSIDE THE BRAND: HOW TO EMBRACE A “CULTURE-FIRST” MENTALITY IN TODAY’S FRAGMENTED MEDIA LANDSCAPE From building ideas that are “culture first” to reimagining the traditional agency/client models to embracing the power of organic earned and social media to establishing new content and media models, Todd Kaplan has re-defined what it means to be a successful brand marketer in the 21st century. As brands continue to embrace emerging technologies and new ways of connecting with consumers, Pepsi is leading the charge by employing a “culture-first” mindset that has enabled the brand to find its way back into the cultural zeitgeist and drive unprecedented engagement with consumers. In this dynamic session, Todd will share how Pepsi leans into the human side of consumers to understand their needs and behaviors as well as how to infuse those needs into the creative process to drive brand affinity. Todd Kaplan CMO Pepsi View Event Recap
12:05pm - 12:50pm	THE RISE OF THE END INVESTOR: WHAT IT TAKES TO WIN THEIR HEARTS AND MINDS BlackRock learned about the customer and their passion points to refine their approach when reaching a new audience. Monique Le will discuss the rise of the end investor in financial services, the growth and the opportunities. Monique Le Head of iShares Digital Wealth and Individual Investor Business BlackRock
12:50pm - 1:50pm	LUNCH
1:50pm - 2:35pm	IT TAKES ALL OF US: AN EXCLUSIVE LOOK INTO THE NFL AS A FORCE FOR GOOD Tim Ellis, Chief Marketing Officer at the NFL, will take a deep dive into the league’s “Helmets-Off Strategy” and how he and his Marketing team have built authentic connections between fans and players. The strategy has not only played a critical role in the success of the NFL over the last few years, but also it helped the league navigate a challenging time in 2020. Tim will explore this pivotal year in NFL history as a time of growth, reflection and leadership; discuss how the league addressed complex issues around social justice, anti-racism and inclusion; and highlight how the league continues to be a force for good with its “Helmets-Off Strategy” at the helm. Tim Ellis CMO NFL View Event Recap
2:35pm - 3:20pm	INSIGHT EVERYWHERE Mike Hudson will discuss how you can discover insights in new and interesting areas, often driven by machine learnings or AI. Learn how access to data can help you understand customers/products/opportunities. Mike Hudson Creative Strategist Google View Presentation
3:20pm - 3:30pm	CLOSING REMARKS Prof. Jiwoong Shin Professor Yale University

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.