2018 ANA Brand Activation Conference

The 2018 ANA Brand Activation ConferenceEngage. Inspire. Impact. – highlights companies in a variety of industries and with varied budgets who strategically drive their business results via integrated Brand Activation disciplines.  Speakers will present their coordinated brand activation strategies that provide maximum impact – not only to the brand and its growth, but to the customers and their needs.  This event brings together marketers, retailers and agencies— for two-and-a-half days of inspiring and insightful sessions from top marketers, retailers and other industry leaders.

The ANA Brand Activation Conference will also showcase the 35th annual REGGIE Award Gala, where the fun and networking will continue and where all will be inspired by the insightful case studies in all areas of Brand Activation – including Content, Shopper, Experiential, Relationship, Influencer and Promotion Marketing campaigns.

The hashtag for this event is #ANAActivate.

Conference Co-Chairs:

  • Nick Jones, Executive Vice-President, Geometry Global
  • John Kiker, SVP, Director of Client Leadership & Business Development, The Integer Group
  • Jon von Brachel, SVP, Content Marketing Executive, Bank of America

When
Begins:Monday, April 16, 2018 at 8:00am
Ends:Wednesday, April 18, 2018 at 12:00pm
Where

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue
Chicago, IL 60611

The ANA has negotiated a special room rate of $290/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 Friday, March 30, 2018, after which prevailing rates apply.

Registration Pricing
    ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
  REGISTRATION $995 $995 $1,255 $1,570 $1,570

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $2,620 for up to four 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 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.

Register Now

Agenda
Monday, April 16, 2018
1:00pm  

Registration Opens

2:00pm  

Conference Kickoff

2:05pm  

LESSONS IN EATING THE BIG FISH

Typically, there's only one brand leader per category - which means there's many more challenger brands trying their best to topple the leader. If you don't have the resources and advantages of being the category leader - and who does - then you'd better be both creative and aggressive. Steve Wasik has built a reputation as an innovative brand builder across multiple Consumer Product categories (Food, Beverage, Outdoor, Sports) and will talk about how he’s applied a challenger brand mentality from successes he has experienced in various categories to activate an exciting new athletic gear company that he leads.

Steve Wasik

CEO

VKTRY Gear

 

GRILLS TO GRINS: HOW CHAR-BROIL EMBRACED SOCIAL CONTENT AND DAD JOKES WITHOUT LOSING ITS CORE VALUES

 

For seventy years, Char-Broil has manufactured the grills that enable the most American of activities: outdoor cooking. From backyard barbecues to big game tailgating, Char-Broil was in the middle of fun, food and family. However, the brand struggled to find its unique voice on social media. With a new spirit of entrepreneurism, candor, and a little help from Fullscreen, Char-Broil has transformed its status in the nationwide social conversation, leaning on hundreds of posts, Tweets and 'grams to do the heavy brand lift that only TV spots could once accomplish.
Hear inside stories about rallying support from senior leadership, building a first-ever ROI model and how to make endless food puns from Senior Director of Marketing Paige Farrow and Fullscreen's SVP of Social Alec McNayr as they walk through the ups and downs of the past three years of Char-Broil's social content strategy.

Paige Farrow

Senior Director, Marketing

Char-Broil

Alec McNayr

SVP, Social

Fullscreen

5:00pm  

End of General Session

6:00pm  

Reception

 

REGGIE Awards Gala Dinner

The REGGIE Award Gala will take place on the first evening of the ANA Brand Activation Conference and will award the winners of the 2018 REGGIE Awards. A total of 73 awards will be presented to top agencies and brands for the best Brand Activation marketing campaigns of 2017 across 24 different categories. The event culminates with the SUPER REGGIE announcement, honoring the best campaign of 2017 chosen from the Gold category winners.

Join us for an evening of entertainment, dinner, drinks, and to celebrate individuals and organizations that have achieved outstanding success. A special musical performance will be announced soon!

Tuesday, April 17, 2018
7:30am  

Breakfast

8:30am  

General Session

 

OPENING REMARKS

 

ACTIVATING NEW PLATFORMS AND PROGRAMS TO DRIVE GROWTH

Through innovative communication platforms, one-of-a-kind experiential marketing programs and industry-defining partnerships, American Express continues to help reinvent its consumer and business partner engagement approach. Their partnerships with some of the most respected global entities in media, sports, lifestyle and entertainment, helping to redefine how brands engage with consumers in traditional and new media spaces. Hear Rich Lehrfeld, Senior Vice President of Global Media, Communications and Experiences, share how they have melded unique communication strategies with an experiential marketing vision to drive demand for the brand and its products and services.

Rich Lehrfeld

SVP Global Communications, Media and Experiences

American Express

 

YOUR CUSTOMER 2028: 3 SHOCKING SHIFTS

Three profound shifts will transform who your customer is, what she cares about, what kinds of marketing resonates, and how she shops.

In this provocative speech, renowned futurist Faith Popcorn, CEO of Faith Popcorn’s BrainReserve, illuminates how our culture and the consumer marketplace are evolving – and how you can thrive in this rapidly changing landscape.  

She will share these emerging Trends:

  • N of 1: Ultra-Personalization, and how a new vocabulary and toolkit is needed for marketers to survive
  • Gender Wars: How EVEolution, the End of Masculinity and Gender Fluidity Emerging will require marketers to work with new sensitivity and daring.
  • The Robo-Revolution: With AI replacing 40% of jobs and the Gig Economy on the upswing, a new kind of consumer arrives, with unprecedented need states. Will you be ready to serve her?

Brace yourself for a shocking and engaging look at where your brand, business and daily life is headed – and how to achieve your Best Future.

Faith Popcorn

Founder and CEO

Faith Popcorn's Brain Reserve

10:30am  

Networking Coffee Break  

11:00am  

General Session Cont.

 

WORLD RECORD ACTIVATION SUCCESS FOR A BELOVED CENTURY OLD BRAND

Crayola has been creatively innovating and unleashing the originality in every child for 114 years, making 3 billion crayons a year across hundreds of colors. Leveraging the first new blue pigment to be discovered since 1802, Crayola jumped at the opportunity to reach their target through multiple coordinated activations, culminating in an interactive naming contest and partnership with Guinness World Records. Don’t miss Melanie Boulden, Senior Vice President, Global Marketing, as she shares some key learnings from this successful, “Bluetiful” program.

Melanie Boulden

Senior Vice President, Global Marketing

Crayola

 

SMALL BUSINESS REVOLUTION

Deluxe, which has been a champion of small business since 1915, created the Small Business Revolution to shine a spotlight on the small businesses that are the lifeblood of our nation's economy. Along the way, the brand realized that nowhere were small businesses more under siege than in small towns – and they created the acclaimed “Small Business Revolution – Main Street” show, which each season gives one small town and its Main Street businesses a $500,000 makeover. Amanda Brinkman, Deluxe’s Chief Brand and Communication Officer and host of Small Business Revolution – Main Street, will share how Deluxe has transformed its own brand while transforming lives and entire communities.

Amanda Brinkman

Chief Brand and Communications Officer

Deluxe Corporation

12:45pm  

Luncheon  

ACTIVATING HOLIDAY CHEER FOR THE 21ST CENTURY

The retail environment is changing rapidly and shopping centers are evolving into an ever more important vehicle for communal experiences (Community gathering places), brand messaging, social media sharing and generating buzz.  This past Holiday season, GES and General Growth Properties partnered with Mattel to create an interactive and immersive 21st century take on Santa’s classic toy workshop. Robin Stapley, GES VP of Creative and Design and Rocell Viniard, GGP Director, Seasonal & Business Development share some surprising but universal truths coming out of their creative holiday immersive experience that engaged the entire family by allowing them to connect directly with the toys and encouraged creative thinking (play).

Rocell Viniard

Director, Seasonal & Business Development

General Growth Properties

Robin Stapley

VP Design & Creative

GES Events

2:00pm  

General Session Cont.

 

GOING TO GREAT "LENGTHS" TO GET A BETTER DOG IN PEOPLE'S HANDS

Oscar Mayer hot dogs have been among America’s favorite for years, loved in everything from family barbecues to sporting events and family kitchens. How do you build on this success and keep the brand fresh and relevant for today’s consumers? Hear Greg Guidotti, Head of Marketing for Oscar Mayer – and Tom Smith, Group Managing Director @ McgarryBowen –  share the story behind Oscar Mayer’s hot dog Portfolio Reinvention with better products, expanded experiential outreach leveraging the iconic Weinermobile and other creative brand activations….all For the Love of Hot Dogs! 

Greg Guidotti

Head of Marketing, Oscar Mayer

The Kraft Heinz Company

Tom Smith

Group Managing Director

mcgarrybowen

 

NO KID HUNGRY: LEVERAGING BRAND ALIGNMENT FOR MISSION AND BUSINESS IMPACT

Brand activation is a multi-faceted strategy at Share Our Strength and with our No Kid Hungry campaign. For more than 30 years, we’ve created impactful partnerships with corporate brands, media entities, influencers, bi-partisan political representatives, non-profit organizations and individuals to end childhood hunger in America. While leveraging all aspects of the brand marketing mix, we have expanded our network of supporters while driving business results for our partners. Peter Kaye, Chief Revenue and Marketing Officer will share case studies and best practices on how partners such as Citi, Williams-Sonoma, Shake Shack and Food Network as well as influencers such as Jeff Bridges and P!NK have grown their brands while aligning with a purpose-driven organization.

Peter Kaye

Chief Revenue and Marketing Officer

Share Our Strength – No Kid Hungry

3:30pm  

Networking Coffee Break

4:00pm  

General Session Cont.

 

CHICKENS, NINJAS AND BEARS...OH MY!

How to create innovative disruption in a hurricane of chaos. The world is changing quickly and disruption is all around us.  How we choose to lead against this disruption determines whether we will be the disruptor or the disrupted.  Meet an organization that is building the heart and culture of true change.

Tim Lowe

CEO

Lowes Foods

 

TURNING BRAND LOVE INTO BRAND GOLD

Cheetos has been one of the most popular brands at Frito-Lay and the entire snack category for years, with ultra-creative Brand Activation programs leveraging the core brand attributes and its consumers’ passion. Winning not 1 but 2 Gold REGGIE Awards in 2017 for the Cheetos Museum and Cheetos Store, Rachel Ferdinando, Vice President, Core Business, Media & Digital will share how they unlocked the core brand essence to encourage fans to interact and engage with the brand in a fun, sharable way.

Rachel Ferdinando

Vice President, Core Business, Media & Digital

Frito-Lay North America

5:30pm  

End of General Session

6:00pm  

Special Event – Chicago Cubs Game

The ANA Brand Activation Division brings you an exciting evening of baseball at Wrigley Field to see the 2016 World Series Champion Chicago Cubs host their division rival St. Louis Cardinals.  

There are 2 options for registered Brand Activation Conference attendees:

  • Option #1: SOLD OUT! VIP reception + ticket for the game + roundtrip bus transportation to and from the Marriott to Wrigley Field. (limited to first 100 registrants). Reception Location: American Airlines Conference Center next to the stadium, 1101 W. Waveland Ave., Chicago, IL 
  • Option #2: Ticket to the game on Tuesday, April 17th @ 7:05 (supplies are limited so register early)
7:00pm  

Dinner on your own

Wednesday, April 18, 2018
7:30am  

Breakfast

8:40am  

General Session

8:45am  

THE RISE OF YOU: THE NEW WORK OF MARKETERS

Digital technology was the ultimate business disruptor. A lightning-fast transformer of customer expectations and competitive landscapes. But amid the radical change, marketers are emerging as a bold new breed of business leader. They are embracing technology to elevate the art of marketing to a data-driven science. Enabling organizations to connect with customers as individuals, anytime and anywhere. And earning a more exciting and influential seat at the leadership table. Learn how IBM – a timeless brand with data in its DNA – is empowering the rise of marketers to transcend industry disruption now and in the future.

Maria Winans

Chief Marketing Officer, IBM Watson Customer Engagement

IBM Corporation

 

RE-IMAGINING THE BRAND EXPERIENCE

At Nickelodeon, we create experiences. While activations imply some form of literal action on a given platform, experiences transcend screens. Experiences equate with emotion—and emotional response is critical in connecting with consumers.  Nickelodeon has partnered with brands to build experiences that bring brands to life in new and different ways for kids and families. This session will explore how we are on a mission to transform the way our consumers experience our and our partners’ brands, and how we generate a powerful response through these programs. 

Jennifer Tracy

SVP, Partner Marketing and Creative Advertising

Nickelodeon

10:30am  

Networking Coffee Break

11:00am  

General Session Cont.

12:50pm  

Conference Adjournment


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 room cancellations must be sent directly to the hotel. 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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