2017 ANA Masters of Marketing Conference
Growth: Mastering Brands and Driving Results
By any measure, the ANA Masters of Marketing Conference is the industry’s premier annual event, attracting more than 2,500 attendees. For three days, a who’s who of CMOs and other industry movers and shakers will share their remarkable stories of mastering brands and driving results in ways that didn’t even seem possible a few years ago. As one past attendee noted, “This is unquestionably the biggest and best gathering of senior marketers in the country, and it a great opportunity to confirm and learn about the latest trends and recent best practices.” You will walk away from each presentation feeling more informed and inspired about using traditional and digital marketing tools, evolving technologies, content, and data to reach target audiences and grow market share. In addition to the distinguished speakers, enjoy a wealth of networking opportunities, golf and tennis, evening entertainment, and much more.
Top 3 Reasons to Attend:
1. The only marketing conference focused exclusively on growth. Successful business growth takes knowledge, creativity, and the right resources. Every second of our programming is devoted to helping you expand your business.
2. The best-in-class speakers. Hear from CMOs at P&G, Unilever, Samsung, JPMorgan Chase, Cadillac, KFC, State Farm, Under Armour, Walmart, Weight Watchers, Lane Bryant, and other leading companies.
3. The great networking and entertainment. We’ve got tennis and golf tournaments, lavish dinners, productive coffee breaks, and special evening entertainment to be announced.
The hashtag for this event is #ANAMasters.
|Begins:||Wednesday, October 4, 2017 at 1:00pm|
|Ends:||Saturday, October 7, 2017 at 11:30am|
Marriott Orlando World Center
8701 World Center Drive
Orlando, FL 32821
The ANA has negotiated a special room rate of $269-319/night, based on room type. In order to use the ANA rate, you must be registered to attend the conference. A reservation link will be provided under the "Important Information" section of your conference registration confirmation email. The cut-off date is Monday, September 18 2017, after which prevailing rates apply.
|ANA||Associate Gold||Associate Silver||Associate Individual||Non Member|
ANA Members & Associate Gold Members may take advantage of special corporate pricing of $3,195 for up to four members from the same company. Please click here to take advantage of this special rate. Please visit our website at http://www.ana.net/members/associatelist to see if your company is an Associate member and here at http://www.ana.net/members/list to see if your company is an ANA member.
For issues processing your registration or other frequently asked questions, please refer to this page.
THE FUTURE OF MARKETING: DRIVING GROWTH IN A DIGITAL WORLD
In a connected digital world, the power of marketers to identify and drive growth opportunities for companies large and small has never been greater. Hear from Unilever’s Keith Weed on how its brands are delivering growth that is competitive, consistent, profitable, and responsible. By joining the digital dots and reimagining creativity across its 400-plus brands, the world’s second largest advertiser is pioneering the future of marketing and building a growth model for success in a world of changing consumer expectations and dynamic market trends.
Chief Marketing and Communications Officer
WHAT'S THE NEW MARKETING PLAYBOOK?
Today’s CMO must be a data scientist, technologist, media planner, and media company. The days of dialing up the GRP load, sponsoring a golf tournament, and calling an agency to do everything are over. But that means there’s never been a more awesome time to be a marketer. There have never been more tools, tech, and ways to connect with consumers. CMO Kristin Lemkau shares how JPMorgan Chase is leveraging this time of opportunity to develop a new marketing playbook to make sure it keeps its position as a market leader.
RESTORING AN ICONIC LUXURY BRAND
Join Uwe Ellinghaus, CMO at Cadillac, as he describes its mission to restore the 115-year-old automaker as an iconic global luxury brand. With headquarters now situated in SoHo, New York, Cadillac is well placed in one of the world’s most cosmopolitan cities and is transforming itself to be more relevant to today’s luxury consumer. During this presentation, Mr. Ellinghaus will discuss the brand’s vision, positioning, its 10-year plan for growth, progress achieved thus far, and momentum from strategic investments that set the stage for future growth.
PLUS IS EQUAL: HOW BODY EQUALITY BECAME A NATIONAL CONVERSATION
To overcome the last acceptable form of bias – “fat shaming” — Lane Bryant in 2015 stepped up to champion plus-size women and show them as they see themselves: beautiful, sexy, and proud. Join Brian Beitler, EVP and CMO at the plus-size fashion retailer, to learn how it led its customers “out of the closet” and changed media and fashion category norms, challenged misperceptions around body image, and confronted the issue with a most progressive marketing effort. Discover how Lane Bryant combined the power of digital, social, and traditional media to shift the conversation and make an impact beyond the bottom line.
EVP and CMO
Lane Bryant, Inc.
TRANSPARENCY, HUMILITY, AND MANAGING THE NARRATIVE OF AN ICONIC BRAND
While the 2016 World Series victory by the Chicago Cubs is hailed for ending the longest drought in all of professional sports, what is less known is the dramatic role that savvy business management and brand marketing played in helping to deliver this improbable result. Alison Miller, the Cubs’ VP of marketing, and David Selby, president and managing partner at SCC, the Cubs’ agency, discuss the inside story of managing the narrative of the team’s brand as it evolved from “lovable losers” to world champions over a brief but intense four-year period. They will share the brand strategy, story, and advertising; how transparency, humility, and a deep sense of understanding combined to invite fans along on this incredible journey; the impressive results that occurred both on and off the field; and how the narrative pivoted for the 2017 season.
President, Business Operations
President and Managing Partner
HOW KFC REINVIGORATED AN ICONIC AMERICAN BRAND WITH ITS GREATEST ASSET: CHICKEN SALESMAN COLONEL SANDERS
In a short amount of time, KFC has dramatically transformed its business by recommitting the brand to everything that made it so special in the first place. Join the leaders behind the campaign that places Colonel Sanders at the forefront of pop culture. Learn how KFC is driving awareness and reconsideration among a new generation of fast-food eaters, what led to bringing back Colonel Sanders as the ad pitchman, how to engage audiences in spaces that are traditionally hard to reach, ways to find the brand voice and make it scalable, and more.
President and Chief Concept Officer
Executive Creative Director
RE-FRAMING AN ICON TO DELIVER SUSTAINED LEADERSHIP
With one of the longest running agency/client relationships in the history of the industry — at 77 years — State Farm and DDB Chicago embarked on a mission last year to reposition State Farm’s more than 90-year-old brand. Join State Farm’s CMO Rand Harbert and DDB Chicago’s CEO Paul Gunning as they share the approach they took to reframing an American icon. They will describe how State Farm is reinventing for a more nimble and agile future, covering all aspects of the journey: development of a brand conviction, deployment of new creative platform, reimagining the customer experience, integrating a new comprehensive way to plan, and leveraging data with a modern marketing sensibility.
EVP and Chief Agency, Sales, and Marketing Officer
THE POWER OF STORYTELLING IN A CHANGING WORLD
Emily Callahan, CMO at ALSAC, the fundraising and awareness organization for St. Jude Children’s Research Hospital, shows how storytelling has been critical in building the St. Jude brand over the years. Combining extensive market research, a thoughtful storytelling strategy, and continual innovation, St. Jude shares its journey to stay top of mind as both a leading research institution and a beloved charity with global impact with its patients and their families. Learn how authentic storytelling enables brands to reveal and celebrate culture and values, deepen relevance, and drive lasting engagement.
St. Jude Children's Research Hospital ALSAC
FROM THE INSIDE OUT: HOW MGM RESORTS TRANSFORMED ITSELF
Learn how MGM Resorts International is turning a casino-driven, Las Vegas-anchored operation into a powerful global entertainment brand offering unrivaled entertainment experiences, including five-star hotels, state-of-the-art conference centers, mind-blowing live performances, and cuisine from renowned chefs. Lili Tomovich, chief experience and marketing officer at MGM Resorts, describes its exciting journey of brand reinvention, from the inside out. She shares how, to connect emotionally, the brand promise must come to life at every point of customer contact with the help of the organizations’ greatest asset — its people.
Chief Experience and Marketing Officer
MGM Resorts International
BEHIND THE GROWTH OF DOSOMETHING.ORG
CEO Aria Finger shares the behind-the-scenes story of how she grew DoSomething.org, a global movement for good, to actively engage 5.5 million members in various efforts to improve the world around them — all in just five years.
User insights led Ms. Finger to eliminate most of DoSomething’s product offerings and instead offer wide variety within just one product: action campaigns. She grew 25 annual campaigns into 250 unique, ongoing campaigns, a move that required complete restructuring of the engineering, marketing, and business development teams. Today, DoSomething is one of the most recognized nonprofit brands in the U.S. among its target audience of people under 25.
Chief Executive Officer
Global Chief Marketing Officer
Under Armour Inc.
SVP, Head of Marketing
Weight Watchers International, Inc.
Chief Brand Officer
Procter & Gamble
Chief Marketing Officer
The Clorox Company
Chief Marketing Officer
Senior Vice President, Head of Global Brand Marketing
Mobile Communications Business, Samsung Electronics
More to Come!
Cancellation Policy and Notes
Single ANA member and non-member conference registrations can be cancelled in writing only via email (email@example.com). Phone cancellations are not accepted. A 50% refund will be granted, if written request for cancellation is received by email 60 calendar days before the conference start date. No refunds will be granted for any cancellations received after the conference start date or for 'no shows.' Corporate packages are not eligible for cancellation. 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. A $125 processing fee will be assessed to change the name on a registration. Hotel room cancellations must be sent directly to the hotel. Please contact the hotel for further details.
1. The conference agenda is subject to change.
2. A portion of your guest room rate will be used to offset conference costs.
3. ANA accepts no responsibility for the loss of, or damage to, personal property.
4. Registrations received after two weeks prior to the conference may not be included in the attendee list.