2018 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's 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.

Join in the social conversation for this event by using the hashtag #ANAMasters.

Watch highlights from last year's conference.

When
Begins:Wednesday, October 24, 2018 at 12:00pm
Ends:Saturday, October 27, 2018 at 11:30am
Where

The Rosen Shingle Creek
9939 Universal Blvd
Orlando, FL 32819

The ANA has negotiated a special room rate of $289/night. 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 Thursday, October 11, 2018, after which prevailing rates apply.

Registration Pricing
    Client-Side Marketer Marketing Service Provider Gold Marketing Service Provider Silver Associate Individual Nonmember
Registration
  REGISTRATION $1,895 $1,895 $2,395 $2,695 $2,695
Registrant Events
  Golf Tournament $196 $196 $196 $196 $196
  Tennis Tournament $30 $30 $30 $30 $30

ANA Members & Marketing Service Provider Gold Members may take advantage of special corporate pricing of $3,495 for multiple members from the same company. Please note that no refunds of any kind are available for corporate packages, and we cannot split payments between credit cards. 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 a Marketing Service Provider 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.

Attendee lists are not provided ahead of the conference. You will receive a hard copy when you check in on-site, and it will also be made available on the ANA Events app once the conference has begun.

Register Now

Agenda
Wednesday, October 24, 2018
12:00pm  

Registration Opens

1:00pm  

Golf Tournament  

 

Tennis Tournament  

3:00pm  

Conference Kickoff Sessions (choice of 3 – seating is limited)

4:00pm  

Repeat of Kickoff Sessions (choice of 3 – seating is limited)

6:00pm  

Reception

7:30pm  

Dinner  

Train is a multi- award-winning band from San Francisco, CA that has had 14 songs on Billboard’s Hot 100 list.  They've sold more than 10 million albums worldwide, more than 30 million tracks, with multiple platinum/gold citations, including 3 GRAMMY awards, 2 Billboard Music Awards and have received dozens of other honors.  On Jan. 27, 2017, the band released their 8th studio album, a girl a bottle a boat, via Columbia Records spawning the lead single, “Play That Song,” which went platinum in 4 countries including the US, hit Top 5 on the US iTunes chart, Top 10 at Hot AC radio, and charted at Adult Top 40.

10:00pm  

Post Reception

Thursday, October 25, 2018
7:00am  

Breakfast  

8:00am  

General Sessions

 

OPENING REMARKS

Bob Liodice

Chief Executive Officer

ANA

 

THE MOST FEARED FOUR-LETTER WORD IN MARKETING

In today’s polarizing climate, disruption has all but given way to the era of “safe creative.” A sea of unmemorable content continually deepens as fearful marketers shy away from stepping anywhere near the creative edge. However, brave marketers can capitalize now when others are retreating if they’re willing to face marketing’s most feared four-letter word: RISK. No stranger to the word, Progressive CMO Jeff Charney talks about various elements of the subject, from evaluating individual risk tolerance to managing brand risk. He will highlight how his unique “network philosophy” and taking the right amount of creative risks led to the company’s highly successful roster of creative characters and campaigns that span across both digital and broadcast media. He’ll also explain the risks associated with keeping “Flo,” one of the industry’s longest-running and most memorable brand icons of the 21st century, relevant for 10 years.

Jeff Charney

Chief Marketing Officer

Progressive

 

MINDSET, MONEY, AND MUSCLE

The world is moving at a dizzying pace. There is no lack of products, services, or entertainment options to present or promote. The key to success is not only distinguishing your offering but embracing the product’s unique value proposition in the current environment and projecting it into its most viable future state. The WNBA, founded in 1996, recently completed its 22nd season. It is both the longest-running women’s professional sports league and the youngest professional sports league in America. Created as the first NBA product extension, the league features 12 teams and 144 elite female athletes. Professional basketball is now played in more than 200 countries, underscoring sports as one of two international languages (music being the other). Growth of the game of basketball is undeniable; growth of the WNBA has been a work in progress. This presentation will offer insights into the business, including strategies used to generate positive KPIs and results as well as accelerated growth for the future.

Lisa Borders

President

WNBA

10:00am  

Networking Coffee Break  

 

GREAT BRANDS DON'T HAPPEN BY ACCIDENT

Raj Subramaniam believes it takes vision and a people-focused workplace to build and sustain a great brand. Every day FedEx team members around the world are motivated by the Purple Promise — a pledge to customers and to each other to make every experience outstanding. In this session, learn more about how this simple yet effective principle drives success at one of the world’s most admired companies.

Rajesh Subramaniam

Executive Vice President and Chief Marketing and Communications Officer

FedEx Corporation

 

THE NEXT EVOLUTION OF BRAND PURPOSE: INSPIRING MOVEMENTS

CMOs today are more accountable than ever to be growth drivers, while also balancing the responsibility of positively contributing to the global agenda and serving as protectors of the brand. In this presentation on the purposeful and performance-driven marketer, Ancestry CMO Vineet Mehra will discuss the new role that brands play in engaging consumers to affect positive change and how marketers can leverage a unique blend of technology and creativity to connect with global consumers and continue innovating in meaningful ways.

Vineet Mehra

Executive Vice President and Global Chief Marketing Officer

Ancestry

 

EBAY'S APPROACH TO CONSUMER ENGAGEMENT AND BUYER GROWTH

Digital natives, also referred to as millennials and Gen Z, have incredible buying power and massive online presence. It’s becoming ever-so critical that retailers pay close attention to this new majority of the consumer population. As CMO of eBay Americas, Suzy Deering understands this deeply, as she and her team navigate a new retail and consumer landscape to drive engagement and growth. They’re working to reach customers in an incredibly seamless way and connect with them where they spend their time. To facilitate journeys to purchase, eBay leverages emerging technologies, such as artificial intelligence and machine learning, to make the experience of shopping fun again. It has become a playground for discovery, a platform built to connect, where brands partner with sellers, not compete against them. Ms. Deering will highlight eBay’s strategy for consumer engagement and growth, and describe how the company is working to become consumers’ number one shopping destination.

Suzy Deering

Chief Marketing Officer, North America

e-Bay

12:30pm  

Lunch  

2:15pm  

General Session Cont.

 

STARTING A SMALL BUSINESS REVOLUTION

On its centennial in 2015, Deluxe Corp., long known as a maker of checks, needed a major brand transformation. The company made a bold bet with the “Small Business Revolution,” spotlighting small businesses rather than Deluxe itself. Next, recognizing that small businesses are especially under siege in small towns, the company launched the Small Business Revolution — Main Street show, which each season gives one small town and its small businesses a $500,000 makeover. In this session, learn how Deluxe transformed its brand while transforming communities and how all companies can do well by doing good.

Amanda Brinkman

Chief Brand and Communications Officer

Deluxe Corporation

 

HEALTH, HOMETOWN, HUMANITY: PUTTING THE "H" BACK IN HEALTHCARE

By using insights and analytics to uncover key health drivers and trends, and employing innovative and personalized approaches to changing the human condition, Cigna has redefined what it means to be a health service company. Leveraging thoughtful and creative brand assets and messaging, Cigna is giving customers control by simplifying the more complex aspects of health care, increasing access to and knowledge of preventive care, and making awareness of the four key health numbers a priority. In this session, learn how Cigna’s important work has delivered double-digit revenue and earnings growth and rallied employees around the company’s mission to serve its customers, clients, partners, and the communities in which they work, live, and play.

Lisa Bacus

Executive Vice President and Global Chief Marketing and Customer Officer

CIGNA

4:00pm  

General Session Adjournment

5:30pm  

ANA CEO Business Meeting – for Client Side Marketer Members Only  

6:30pm  

Reception

7:30pm  

Dinner and Entertainment  

10:00pm  

Post Reception

Friday, October 26, 2018
7:00am  

Breakfast  

8:00am  

General Sessions

 

OPENING REMARKS

Marc Pritchard

Chief Brand Officer

Procter & Gamble

 

DRIVING BUSINESS GROWTH THROUGH LOYALTY

Kohl’s is turning its loyalty program on its head to deliver even greater value for customers and drive long-term growth for the company. The new Kohl’s Rewards, which leverages the power of the brand’s iconic Kohl’s Cash, seeks to accelerate the rate of customer acquisition and retention, deepen customer engagement, and simplify the national retailer’s value proposition. Currently piloting in markets across the country, the program leverages data and analytics to deliver richer rewards for more customers while retiring less effective marketing tactics in the process. As the company prepares for the nationwide rollout in 2019, CMO Greg Revelle will share how his team is building the new standard in loyalty and offering every customer an opportunity to win at Kohl’s.

Greg Revelle

Senior Executive Vice President and Chief Marketing Officer

Kohl's

 

LEVERAGING AN ICONIC BRAND TO FUEL BUSINESS GLOBALLY

Core to the success of American Express has been its constant reinvention. In 2017, the company began a journey to reignite the brand globally to drive growth. It led to the launch of a new global brand platform, tied to a single, overarching message: American Express has your back as you do business and live life. The message is a guiding principle for how American Express behaves as a company, how it treats its customers and colleagues, and how it develops new, innovative products and services. In this session, CMO Elizabeth Rutledge talks about American Express’ vision to provide the world’s best customer experience.

Elizabeth Rutledge

Chief Marketing Officer

American Express Co.

10:00am  

Networking Coffee Break

 

DENNY'S SERVES UP A FRESH BRAND REVITALIZATION STRATEGY

Denny’s has been on a journey to rejuvenate its status as an iconic American brand while simultaneously battling the immediacy of driving daily sales in the ultra-competitive restaurant space. In this session, CMO John Dillon will explain how Denny’s rediscovered its role as “America's Diner,” a work-in-progress story of growth driven by a unique blend of insight, purpose, personality, humility, calculated risks, and the magic of a good old-fashioned diner meal.

John Dillon

Senior Vice President and Chief Marketing Officer

Denny’s

 

HOW A QUIET UNICORN BECAME THE NO. 1 SKINCARE BRAND IN THE U.S.

The $80-billion-a-year U.S. beauty industry has been growing 4 percent a year since 2010, while Rodan + Fields has averaged 60 percent-per-year growth since its launch just a decade ago. This hyper-growth company recently rocketed past $1.5 billion in annual revenue and was named the number one skincare brand in the U.S. for the past two years. A quiet unicorn, Rodan + Fields has disrupted the beauty industry and is outpacing industry stalwarts. During this session, CMO Elisabeth Charles will share insights and strategies on how the brand is reinventing the way consumers shop for skincare through its transformative skincare products, passionate brand advocates, and disruptive consumer-connected commerce model.

Elisabeth Charles

Chief Marketing Officer

Rodan + Fields

 

THE CHANGING MARKETING OPPORTUNITY

Once considered an art, marketing is now both an art and a science. CMOs, as strategic influencers in the C-suite, must assess market trends and needs and act on data-driven insights that contribute greater value and measurable results across the enterprise. In fact, more than 70 percent of CMOs say their ability to lead organizational growth and change is now essential to their professional success. As visionaries, CMOs need to instill a culture of customer-centricity through creativity, innovation, collaboration, and governance, and bring in the voices of clients, employees, and partners alike. Michelle Peluso will discuss what it takes to create a data-driven and client-centric culture, fostered by a nimble, agile workplace, where change is the only constant.

Michelle Peluso

Senior Vice President & Chief Marketing Officer

IBM

12:30pm  

Lunch  

2:00pm  

General Session Cont.

 

DEFYING INDUSTRY NORMS TO DRIVE UNCONVENTIONAL GROWTH

Since 1950, King’s Hawaiian has grown from a small bakery in Hilo, Hawaii, to a national brand primarily through word of mouth. In 2013, Erick Dickens joined the company as SVP and CMO to create a world-class marketing organization designed to help the brand expand into new markets and launch new categories of products. The King’s Hawaiian marketing team has embraced the brand’s unconventional approach and appetite for taking risks by disrupting the traditional agency model, minimizing inefficient digital spend, and reaching consumers through live events, professional sports, entertainment properties, and high-impact TV. As a result, the brand has doubled in size, with consecutive years of double-digit growth and significant gains in both household penetration and purchase frequency.

Erick Dickens

Senior Vice President and Chief Marketing Officer

King's Hawaiian

 

IT'S MARKETING'S MOMENT TO SHINE

With so much noise around how marketing is being disrupted and transformed, CMOs have more opportunity than ever before to seize this unique moment for themselves, for their brands, and for the future of the industry. Now is the time to reframe marketing’s role in how companies become customer-centric engines for growth. Now is the time to ensure the consumer is placed firmly at the center of the organization and that the entire enterprise is prepared to deliver across touchpoints. And now is the time to drive growth at the industry-level to help marketing’s entire ecosystem thrive. In this session, CMO Alicia Hatch will share insights from her own experiences, along with new research to help marketers transition to growth champions.

Alicia Hatch

Chief Marketing Officer

Deloitte Digital

4:00pm  

General Session Adjournment

6:30pm  

Reception  

7:30pm  

Dinner  

10:00pm  

Post Reception  

Saturday, October 27, 2018
7:30am  

Breakfast

8:30am  

General Sessions

 

HOW A STORIED BRAND JOURNEYED INTO CONTENT

For nearly 125 years, The Hershey Co. has built a beloved brand through strong storytelling in traditional media outlets and owned experiences like Chocolate World. But as digital transformation became a necessity for large marketing operations, the historical chocolate manufacturer needed a new way to approach content that would carry Hershey, its brands, and its experiences into the future and resonate with modern audiences. Over the past year, the company embarked on two distinct paths to make this vision a reality, creating an in-house branded content studio and using content to transcend the physical boundaries of its experiences in Hershey, Pa. In this session, hear key learnings from these two content journeys, including the challenges of monetization, the importance of scale, and how to build and execute a vision spanning more than 100 years.

Jill Baskin

Chief Marketing Officer

The Hershey Co.

Suzanne Jones

Vice President, The Hershey Experience

The Hershey Co.

 

THE U.S. NAVY’S PIONEERING PIVOT TO DIGITAL INNOVATION

For a brand whose legacy is paramount, the U.S. Navy needed to reinvent itself in a perpetually changing digital age. Connecting with centennials and millennials were key, making it more crucial than ever for the Navy to ignite intrigue and drive engagement in its latest “Forged by the Sea” campaign. It demanded a new approach and led to sweeping changes to the Navy’s media mix, moving the brand from a traditional marketer to a digital player. In this session, learn how the Navy is harnessing media and technology (such as augmented reality, video, social, and podcasts) to drive deeper connections with a new generation and, ultimately, shift brand perception.

Captain Matt Boren

Chief Marketing Officer

Navy Recruiting Command

Amanda Richman

U.S. Chief Executive Officer

Wavemaker

 

HOW KEURIG MODERNIZED THE COFFEE EXPERIENCE

In this session, learn how the power of modern marketing shifted Keurig from a simple appliance company to a consumer-centric coffee experience brand. From refocusing on consumer needs through new product launches to modernizing its brand purpose to infusing humanity into its communications, Keurig became a meaningful household brand across the U.S. The strategy has helped the brand achieve double-digit growth the past two years. Learn how to combine human truths, data, and brand purpose to drive more meaningful connections with consumers and spur business growth.

Andrew Loucks

President, Keurig Appliances

Keurig Dr. Pepper

 

Session Details TBA

Azania Andrews

Vice President of Marketing, Michelob Ultra

Anheuser-Busch

Michael Fassnacht

Chief Executive Officer and President

FCB Chicago

11:30am  

Conference Adjournment

 

More to Come!


Cancellation Policy and Notes

Single ANA member and non-member conference registrations can be cancelled in writing only via email (registration@ana.net). 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 Cancellation Policy: Hotel room cancellations must be sent directly to the hotel. 30 days prior to stay - authorization for one night will be processed on credit card; if guest cancels less than 30 days to arrival they will be charged for their full stay. Please contact the hotel for further details.

Miscellaneous:
     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.

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