Agile Marketing in the New Normal Presented by Pandora

Molly Knol

Director, Committees and Conferences ANA

Alan Schanzer

SVP Agency & Advertiser Development Pandora

PANDORA: EXTRAORDINARY TIMES CALL FOR EXTRAORDINARY THINKING

Before 2020, the media landscape was going through change. Consumers were tuning into subscription OTT services and away from ad supported TV at a record pace. Voice, connected car and connected home were in focus and scaled. Consumers were spending more time with devices and consuming more digital audio in more places than ever before.

But today, brands are forced to operate in an environment of change and uncertainty. Economically and socially, the world is not the same and we as marketers need to reevaluate what we say, how we say, who we say it to and what channels we use to reach and earn the attention of the elusive consumer. Flexibility, agility, incremental reach are the new media buzz words.

For leading brands, those words mean different things and lead to varying media strategies. Let’s sit down with top marketers and see how they’ve been applying extraordinary thinking during these extraordinary times.

In our march toward change, Pandora and SXM will make a donation to Color of Change on behalf of every participant today. Color of Change is the largest online racial justice organization in the country driven by 1.7 million members. Color of Change’s mission is to create a more human and less hostile world for Black people, and champion solutions that move us all forward. Until justice is real.

Alan Schanzer

SVP Agency & Advertiser Development Pandora

MCDONALD’S: DRIVING A CULTURAL REVOLUTION DURING A PANDEMIC

Join us in conversation as guest subject matter experts discuss the impact of COVID to the multicultural consumer and how brands have responded. Get a “peek under the tent” and hear how McDonald’s executives have worked together, employing a strategic approach to meeting COVID related responsibilities, on a corporate and personal level, all through a multicultural lens

Heather Woodard

Director, Multicultural PR & Engagement Communications McDonald's

WALKER & COMPANY BRANDS: BRINGING BRAND PURPPOSE TO LIFE

Walker & Company exists to make health and beauty simple for people of color. In this session, VP of Marketing, Tia Cummings, will share how the Bevel brand has a very clear purpose: supporting black men and helping them look and feel their best. With COVID-19 having a disproportionate effect on Black communities and the critical fight for racial justice taking center stage, it has become more important than ever to live that purpose and show support for black people during these trying times. Tia will discuss the importance of having a brand purpose that comes to life in everything you do, so when major events happen that could upend or challenge your marketing strategy, your brand is still set up for success.

Tia Cummings

Vice President of Marketing Walker & Company Brands, Inc.

ANA’s CMO MASTER’S CIRCLE IN CONVERSATION WITH IBM

In this conversation with Nick Primola from ANA’s CMO Master Circle, George Hammer, Chief Content Officer of IBM will share how the organization has responded to the COVID-19 crisis, and what processes have changed as a result. Marketers will learn how IBM is using Tech for Good and how the company has prioritized flexibility and diversity.

Nick Primola

Executive Vice President, CMO Masters Circle ANA

REOPENING AMERICA: TRACKING DATA ON WHERE U.S. CONSUMERS STAND TODAY

In 2020, a whirlwind of change gripped the U.S. consumer. Lockdowns. Stay-at-home orders. Business closures. Life screeched to a halt.  And, now, we grapple with the uncertainty of reopening the American economy.  What does this mean for you? How should you communicate with an audience that isn't sure what’s next? In this session, Ericka Podesta McCoy, Chief Marketing Officer at Resonate will share dynamic consumer intelligence from March, April and May that answer important consumer questions including:

• Which consumers are ready to travel by plane or train –– and who is willing to travel stateside or internationally?
• Who is willing to step foot back in a mass gathering of hundreds, or even thousands –– and, for those who aren’t, what would it take for them to feel secure?
• Which sports fans are eagerly awaiting a return to the field –– and which fans will tune in to watch teams play in front of empty stadiums?
• When and how to pivot your messaging to capture audiences who are returning and which messages will put their anxieties at ease

You’ll gain access to the real-time data you need now as your organization looks forward to the third and fourth quarters.

Ericka Podesta McCoy

Chief Marketing Officer Resonate