2019 Brand Masters Conference

“Highly Effective Brands that Drive Results”

The 2019 ANA Brand Masters Conference, the springtime companion to the ANA Masters of Marketing Conference, will showcase presenters from brands that exemplify “Highly Effective Brands that Drive Results.” Attend this premier event and learn from CMOs and marketing leaders who will share their inspirational approaches to effective, results-driven brand marketing that drive sales, profitability, and return on investment.

The conference will also showcase winners from the 2018 Effie Awards North America program. The Effie Awards recognize the most effective advertising – advertising that drives results – and their mission is “to recognize, educate, and encourage effectiveness among the marketing communications industry.”

Hear what attendees from last year’s conference had to say:

  • “This conference was inspiring and sparked great conversation and thoughts.”
  • “Solid attendees, agenda, location – and great scale. It’s big and meaningful but still intimate.”
  • “High caliber attendees, wonderful location, top content, thoroughly enjoyable conference!”


Join the conversation at #ANABrand.

Host:
Roger Adams (@Mktg2ndOpinion)
ANA Brand Management Committee Chair

When
Begins:Wednesday, February 27, 2019 at 3:00pm
Ends:Friday, March 1, 2019 at 5:00pm
Where

Hilton San Diego Bayfront
One Park Blvd.
San Diego, CA 92101

The ANA has negotiated a special room rate of $300/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 Wednesday, February 6, 2019, after which prevailing rates apply.

Registration Pricing
    Client-Side Marketer Marketing Solutions Provider Gold Marketing Solutions Provider Silver Associate Individual Nonmember
Registration
  Conference Registration $1,099 $1,199 $1,399 $1,499 $1,499

ANA Client-Side Marketer members may take advantage of special corporate pricing of $1,795 & Marketing Solutions Provider Gold members may take advantage of special corporate pricing of $1,895 to purchase a corporate package for up to two 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 the orange "Buy Corporate Packages" button below 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 Solutions 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, February 27, 2019
3:00pm  

Conference Kickoff

 

MEET THE DOG PEOPLE

The dog care industry is valued at $72B and growing each year. As a relatively new entrant in this space, in 2011 Rover.com seized an opportunity to define a new offering, on demand pet-sitting and walking, with the goal of making it easier for everyone to have dog love in their lives. In doing so, they grew the category while building their brand. Join Halle Hutchison, VP of Marketing at Rover.com as she shares the insights that led to The Dog People, a brand platform that serves as the foundation for all marketing, partnerships and services which helped Rover.com become the leader in the dog care industry.

Halle Hutchison

Vice President, Marketing

Rover.com

 

SESSION DETAILS TBA

Justin Parnell

Global Director, OREO

Mondelez International, Inc.

6:30pm  

Reception

7:30pm  

Dinner

Thursday, February 28, 2019
7:30am  

Breakfast

8:30am  

General Sessions Begin

 

OPENING REMARKS

 

FIAT CHRYSLER AUTOMOTIVE’S TEN GUIDING PRINCIPLES

Olivier Francois, Chief Marketing Officer for Fiat Chrysler Automotive (FCA), approaches marketing for the company with a very strong sense of branding, as seen through iconic spots including Chrysler’s “Born of Fire” with Eminem and Ram’s “Farmer.” During the 2019 ANA Brand Masters Conference, Francois will take the audience through his playbook of ten principles that serve as his Northern star when building the FCA brand portfolio: Brand Persona, Purpose, Positioning, Promise, Proof, Personality, Playground, Playlist, People and Partnerships.

Olivier Francois

Chief Marketing Officer

Fiat Chrysler Automotive

 

SESSION DETAILS TBA

Nicholas Drake

Executive Vice President, Marketing & Experience

T-Mobile

10:20am  

Networking Coffee Break

 

SESSION DETAILS TBA

Kellyn Smith Kenny

Chief Marketing Officer

Hilton

 

AETNA: MARKETING TO SAVE HEALTH CARE

Can marketing save health care? Aetna thinks so. During this interactive presentation, Aetna will highlight how their reimagined marketing organization has been instrumental in evolving Aetna from a health insurance company into a health company. You will also hear how Aetna’s “We Join You” brand platform and their newly created “Office of the Consumer” demonstrate the company’s commitment to helping its members realize the joy of achieving their health ambitions. Partnering closely with Aetna’s Medicare business, Aetna Marketing also recently launched a new brand to reach matures. Discover how this exciting new positioning focuses on the whole person – body, mind, and spirit – and promises to simplify health care for consumers seeking Medicare coverage.

Dave Edelman

Chief Marketing Officer

Aetna, Inc.

 

PANERA BREAD: MARKETING TO MAKE A DIFFERENCE

All of Panera Bread’s marketing efforts ladder up to its “Food as it Should Be” groundwork, the brand’s long term commitment to providing customers with transparency and clean ingredients that meet and exceed their expectations. The most successful brands today know it is critical to be a digital first marketer. As such, Panera Bread is focused on making their customer journey even more personalized. Learn how the company utilizes data from its MyPanera loyalty program, which has more than 30 million members and is the largest in the industry, to roll out one-to-one marketing. This digital first approach is why the company generates half of its transactions from its members alone. Because when you have a brand that stands for something, it’s not marketing for marketing’s sake—it’s marketing to make a difference.

Chris Hollander

Chief Marketing Officer

Panera Bread

12:00pm  

Luncheon

 

EFFIE AWARDS SESSION

The afternoon will feature key insights gathered from the 2018 Effie Awards North America program and will showcase three 2018 Effie award-winning case studies.

 

SESSION DETAILS TBA

Sundar Raman

Vice President, North America Fabric Care

Procter & Gamble

Wanda Pogue

Chief Strategy Officer

Saatchi & Saatchi

 

WE HAVE THE MEATS: HOW ARBY’S CAME BACK TO LIFE

In 2014, Arby’s was closing stores. With high awareness and low consideration – the brand and business were dying. Enter “We Have The Meats.” An idea that transformed the entire Arby’s organization; driving breakthrough communications, shaping product innovation and uncovering an unmistakable voice for a brand that had been all but forgotten. Hear the how the team embraced risk and authored the story of a true QSR comeback.

Jim Taylor

Chief Marketing Officer

Arby’s

Rocky Novak

Managing Director

Fallon Worldwide

 

HOW PRUDENTIAL LED A BRAND REINVIGORATION IN THE AFTERMATH OF THE FINANCIAL CRISIS

This decade-long strategic and creative partnership helped “The Rock” reemerge as a vital brand and category leader at a time when Americans felt uncertain about their financial futures and ignored by an out-of-touch industry. The first chapter of the partnership, “Day One,” repositioned Prudential as a retirement leader through an authentic reimagination of the new American retirement reality. The “Challenge Lab” upended the conventional wisdom that financial services is a “low engagement category,” by reframing familiar financial issues through the lens of behavioral science and interactive experiments.  Most recently, “The State of Us” has boldly positioned Prudential in today’s unique cultural environment as a champion for inclusive progress and financial wellness for all.  In this session, discover Prudential’s story of sustained success in the aftermath of the financial crisis.

Colin McConnell

Senior Vice President and Chief Brand Officer

Prudential Financial

Jonny Bauer

Global Chief Strategy Officer

Droga5

4:30pm  

General Sessions End

Friday, March 1, 2019
7:30am  

Breakfast

8:30am  

General Sessions Begin

 

REVITALIZING AN INDUSTRY AND A CITY

In 2018 Quicken Loans became one of America’s largest residential mortgage lenders. Quicken Loan’s growth comes in the face of the effects of rising interest rates on the economy. They accomplished this by staying true to their core differentiators: culture, investing in their people, leading technology and customer experience. Hear how Quicken Loans stays true to their brand, changed an industry with the first completely online and fully personalized mortgage experience, as well as how they stayed true to their Detroit roots and helped revitalize the city.

Casey Hurbis

Chief Marketing Officer

Quicken Loans

 

IT’S PERSONAL: USING DATA TO MAKE FITNESS FUN

Orangetheory Fitness (OTF) is one of the hottest boutique fitness brands in the world, eight years young and already a billion dollar brand disrupting the fitness category. Offering an innovative science backed, technology tracked 60-minute coach-led full-body workout, Orangetheory Fitness is gaining fast fame for delivering real results for people in its more than 1,000+ studios across 17 countries. Discover how this fast-growing fitness franchise leverages data in every aspect of the Orangetheory Fitness experience to motivate their nearly 1,000,000 members and keep them addicted to the workout, addicted to the brand and addicted to recruiting more OTF fans wherever they can.

Kevin Keith

Chief Brand Officer

Orangetheory Fitness

10:40am  

Networking Coffee Break

 

RE-BRANDING CANNABIS - HOW MEDMEN IS ELEVATING THE CONVERSATION

Join MedMen’s CMO David Dancer for a conversation about the emerging cannabis market. He’ll discuss the challenges of marketing a federally-banned substance and the opportunity to shift the conversation – introducing a new era of consumers that don’t identify as “stoners,” but rather use cannabis for health, wellness or enjoyment. Known as “The Apple Store of Weed,” MedMen has repositioned cannabis to the new consumer in an environment that’s welcoming and akin to any other shopping experience. 

David Dancer

Chief Marketing Officer

MedMen

 

BIG BRANDS STILL MATTER

In a world where unicorn start-ups are a collective obsession, it is believed that millennials won’t buy anything that comes from a legacy corporation, especially one that doesn’t have a stated “purpose.” The phrase “digital marketing” sends tremors of panic through the hearts of even the most stoic executive officers, who are now trying to establish an answer for, “What is the role of a big brand?” Hear how one brave team of “traditional” CPG marketers has refused to throw in the towel and has turned this brave new world on its head to deliver strong growth on $1B brands using a mix of old and new tools.

Melodie Bolin

Director, Marketing

Mars Petcare


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 full refund will be granted, if written request for cancellation is received by email 60 or more calendar days before the conference start date.
  • A 50% refund will be granted if written request for cancellation is received by email between 59-45 calendar days before the conference start date.
  • No refund will be granted if written request for cancellation is received by email 44 or less calendar days before the conference start date.
  • No refund will be granted 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 promo code during the registration process.
  • A $125 processing fee will be assessed to change the name on a registration.
  • Hotel room cancellations and changes must be made directly with the hotel. 

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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