Thursday, March 2, 2023
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9:30am - 10:15am
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REGISTRATION AND BREAKFAST
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10:15am - 10:25am
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OPENING REMARKS AND INTRODUCTIONS
The ANA is excited to be joined by our conference host and marketing expert, Emily Culp.
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Jackson Bazley
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EVP of Data, Analytics & Measurement
ANA
Emily Culp
Global Marketing Executive & Former CMO of Keds
Board Member at Mizzen + Main and Stio & Cordial
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10:25am - 10:55am
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HOW PEPSICO UNLOCKS THE POWER OF GAMING
As an innovator in gaming and esports, PepsiCo is tapping into new and emerging platforms and using a 360-degree approach to reach consumers and add value to their overall gaming and digital experience through a future focused lens. From partnering with influencers, working with new publishers, testing modern approaches, and activating in metaverse, PepsiCo is at the forefront of marketing innovation.
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Paul Mascali
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Head of Esports
PepsiCo
View Presentation
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10:55am - 11:25am
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THE RE-INVENTION OF ABERCROMBIE & FITCH THROUGH SOCIAL MEDIA
Abercrombie & Fitch has evolved with intention across nearly every aspect of its business, engineering new relevance and garnering popularity to become one of TikTok’s favorite fashion brands, loved by influencers and editors alike. Punctuated by the spirit of belonging and exercising a laser-like focus on listening to its customers and building community, the Abercrombie of today has clarity in its purpose. Megan Brophy, Abercrombie’s VP of Brand Marketing, has led the brand’s re-invention and walks us through the journey of re-imagining an iconic 130-year-old brand and doing it in the age of TikTok and shopping hauls.
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Meghan Brophy
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VP of Marketing and Brand Strategy
Abercrombie
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11:25am - 11:40am
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COFFEE BREAK
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11:40am - 12:10pm
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A WINNING GAME PLAN: THE NFL’S APPROACH TO GAMING
This session will provide an inside look into the NFL’s vast portfolio of video games. Dig into new, innovative advertising methods to engage consumers through video games and the metrics to look for as a result.
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Ed Kiang
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VP of Video Gaming
NFL
View Presentation
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12:10pm - 12:55pm
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LUNCH & NETWORKING
Join the ANA & TikTok for a complimentary lunch and networking with fellow ANA members, marketing leaders, and speakers.
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12:55pm - 1:25pm
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TIKTOK WORKS
TikTok Works is a new series exploring how TikTok drives results for brands. Join the TikTok Marketing Science team, who will present research compiled from Kantar, Nielsen, NCSolutions, Fairing and more to show how TikTok generates business outcomes, unmatched product discovery and effective brand building.
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Meredith Zhang
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Measurement Partner
TikTok
View Presentation
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1:25pm - 1:55pm
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A COMMITMENT TO THE COMMUNITY DRIVES AIRBNB’S BRAND BUILDING SUCCESS
Airbnb.org is a nonprofit organization that connects people to temporary housing and resources in times of crisis. In this session, Dupé Ajayi, Global Marketing Lead at Airbnb.org will walk through one of their purpose-driven marketing campaigns which affected the Ukrainian Refugee Response. Hear first-hand how powerful storytelling ignited stakeholders to take action.
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Dupé Ajayi
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Global Marketing Lead
Airbnb.org
View Presentation
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1:55pm - 2:25pm
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ESTÉE LAUDER’S COMMITMENT TO INNOVATION FUELS CONSUMER EXPERIENCE
With stores closed during the pandemic, Estée Lauder had to uncover new ways to connect with consumers while still creating an interactive and personalized shopping experience. In this session, learn how Estée Lauder’s commitment to innovation and new technology is key to creating their enhanced customer experience.
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Ophelia Ceradini
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VP of the Digital Technology and Innovation
Estée Lauder
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2:25pm - 2:30pm
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CLOSING REMARKS
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Emily Culp
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Global Marketing Executive & Former CMO of Keds
Board Member at Mizzen + Main and Stio & Cordial
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