2018 Brand Masters Conference

“Highly Effective Brands that Drive Results”

The 2018 ANA Brand Masters Conference is themed “Highly Effective Brands that Drive Results”.  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 2017 Effie Awards North America program’s Sustained Success category.  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.”

The hashtag for this event is #ANABrand.

Host:

Roger Adams
CMO
USAA


General Sessions:

DRIVING GROWTH IN A COMPETITIVE MARKET
The soft drink category is one of the most competitive and has been in decline over the past couple of years. However, Dr Pepper Snapple Group has bucked the trend with its namesake zero-calorie beverage. Hear how Diet Dr Pepper comes out on top in this competitive category and learn how Dr Pepper Snapple Group continues to drive growth through innovative marketing.

Andrew Springate
CMO
Dr Pepper Snapple Group
________________________________________________________________

SUSTAINING GROWTH THROUGH GENERATIONS & INTEGRATION
A company led by its Kentucky and Japanese distilleries, Beam Suntory’s brands include Jim Beam, Maker’s Mark, Knob Creek, Laphroaig, Hornitos, Canadian Club, Courvoisier and Effen, as well as Yamazaki, Hakushu and Hibiki. As CMO, Rebecca Messina has been able to tap into new consumers with the legendary stories behind these brands to fuel strong growth in a highly competitive market. Hear how she made the move to spirits, reshaped the marketing function, accelerated growth for iconic brands, and learned lessons that will benefit performance in the future.

Rebecca Messina
CMO
Beam Suntory
________________________________________________________________

S’WELL’S SIMPLE SOLUTION TO CREATE GREAT CHANGE
S'well launched in 2010 with a mission to rid the world of plastic water bottles. It has disrupted an industry and, in the process, helped people and organizations do more good. Hear from founder and CEO Sarah Kauss as she talks about the role fashion, function and philanthropy have played in driving the company's phenomenal growth.

Sarah Kauss
Founder and CEO
S’well
________________________________________________________________

BEYOND BUTTER…THE AMAZING STORY OF LAND O’ LAKES
Land O'Lakes is known worldwide for their famous butter, but that's not where their story ends.  Hear how they have transformed as a company over the years to ultimately have dairy food, animal feed, and WinField businesses, and how they are making a difference on the planet to feed human progress.

Tim Scott
SVP and CMO
Land O' Lakes, Inc.
________________________________________________________________

Description to Come…

Stephen Tisdalle
CMO
State Street Global Advisors

________________________________________________________________

 

WHAT IT MEANS TO BE A PURPOSEFUL AND PERFORMANCE-DRIVEN MARKETER
CMOs today are more accountable than ever to be growth drivers while also balancing the responsibility of positively contributing to the global agenda, and being protectors of the brand. In this presentation on the purposeful and performance-driven marketer, Vineet Mehra, CMO of Ancestry.com, will discuss the new role that brands have in affecting positive change and how marketers can leverage a unique blend of technology and creativity to engage and interact with global consumers and continue innovating in meaningful ways.

Vineet Mehra
CMO
Ancestry.com
________________________________________________________________

HAMSTERS DRIVE SUSTAINED SUCCESS FOR KIA
Ever wonder how a group of music loving, hip-hop dancing Hamsters became the catalyst for one of the auto industry’s unlikeliest success stories?  For many, the Soul-driving Hamsters are synonymous with Kia. In this session, you will hear the journey of Kia’s meteoric rise from virtual unknown to the eighth largest automotive brand in the U.S. You will also learn more about Kia’s next chapter, including the arrival of the all-new, 2018 Kia Stinger. The possibilities are endless.

Saad Chehab
Vice President of Marketing Communications
KIA

David Angelo
Founder and Chairman
David&Goliath
________________________________________________________________
 

EXTRA GUM: YOU GET WHAT YOU GIVE
Extra gum had become one of the biggest brands in the category, but without real meaning behind it, the Extra brand had suffered declines for more than two years. So, they took on a new approach to marketing and did something unconventional for gum. Extra repositioned their brand around an emotional proposition: Extra is a way to connect with others. The “Give Extra, get extra” platform centers on stories that show how something as simple as sharing a stick of Extra gum can strengthen a connection with those who matter most. Ultimately, the effort fueled an unprecedented twelve-point sales turnaround during a three-year period in which the overall category has declined. Discover how Mars Wrigley Confectionery has reinvigorated a mainstay confection brand, regained market share, and created lasting consumer connections.

Orla Mitchell
President of Gum & Mints CBU
Mars Wrigley Confectionery

Jeff Adkins
Managing Director
Energy BBDO
________________________________________________________________
 

KLEENEX: UNITING DATA AND CREATIVITY TO DRIVE RESULTS
Data science and creativity are often viewed in opposition, but their combination can be the key to inspiring solutions that are as human and purpose-driven as they are effective. Join Kimberly-Clark VP, Global Head of Design, Lisa Hurwitz and VSA Partners CEO William Rosen as they share how design thinking helped Kleenex unite data with creativity to address some of the most pressing challenges facing today's marketers—from navigating the growing array of disciplines, media options and data sources, to building enduring brands while also building business.

Lisa Hurwitz
Global Head of Design for Kleenex
Kimberly-Clark

William Rosen
CEO
VSA Partners
________________________________________________________________

More to Come!

When
Begins:Monday, March 26, 2018 at 8:00am
Ends:Wednesday, March 28, 2018 at 12:00pm
Where

Ritz Carlton Laguna Niguel
1 Ritz Carlton Dr
Dana Point, CA 92629

The ANA has negotiated a special room rate of $330/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 Monday, March, 5, 2018, after which prevailing rates apply.

Registration Pricing
    ANA Associate Gold Associate Silver Associate Individual Non Member
Registration
  Conference Registration $1,045 $1,045 $1,360 $1,465 $1,465

ANA Members & Associate Gold Members may take advantage of special corporate pricing of $1,675 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 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
Tuesday, March 27, 2018
8:30am  

General Session Begins

 

DRIVING GROWTH IN A COMPETITIVE MARKET

The soft drink category is one of the most competitive and has been in decline over the past couple of years. However, Dr Pepper Snapple Group has bucked the trend with its namesake zero-calorie beverage. Hear how Diet Dr Pepper comes out on top in this competitive category and learn how Dr Pepper Snapple Group continues to drive growth through innovative marketing.

Andrew Springate

CMO

Dr Pepper Snapple Group

 

THIS FEARLESS GIRL SENDS A POWERFUL MESSAGE

At some time in the night leading up to International Women’s Day on March 8, 2017, the bronze sculpture of a little girl was installed in Lower Manhattan, defiantly staring down Wall Street’s Charging Bull.  What was commissioned by State Street Global Advisors as a statement to corporate boards that gender diversity matters quickly became an overnight sensation, a symbol of female empowerment, a photo op destination for New Yorker’s, tourists, politicians, and celebrities alike, and a multi-award winner at Cannes. Hear from Stephen Tisdalle, CMO at SSGA, and learn about the strategy, backstory, and creative process behind this now iconic, empowering, and at times controversial campaign.

Stephen Tisdalle

CMO

State Street Global Advisors

 

SUSTAINING GROWTH THROUGH GENERATIONS & INTEGRATION

A company led by its Kentucky and Japanese distilleries, Beam Suntory’s brands include Jim Beam, Maker’s Mark, Knob Creek, Laphroaig, Hornitos, Canadian Club, Courvoisier and Effen, as well as Yamazaki, Hakushu and Hibiki. As CMO, Rebecca Messina has been able to tap into new consumers with the legendary stories behind these brands to fuel strong growth in a highly competitive market. Hear how she made the move to spirits, reshaped the marketing function, accelerated growth for iconic brands, and learned lessons that will benefit performance in the future.

Rebecca Messina

CMO

Beam Suntory

 

S’WELL’S SIMPLE SOLUTION TO CREATE GREAT CHANGE

S'well launched in 2010 with a mission to rid the world of plastic water bottles. It has disrupted an industry and, in the process, helped people and organizations do more good. Hear from founder and CEO Sarah Kauss as she talks about the role fashion, function and philanthropy have played in driving the company's phenomenal growth.

Sarah Kauss

Founder and CEO

S’well

 

PELOTON DRIVES GROWTH THROUGH BRAND BUILDING AND PERFORMANCE MARKETING

Carolyn Tisch Blodgett, SVP of brand marketing at Peloton, will discuss the brand strategy that has set Peloton on the path to a unicorn valuation. She will discuss how the company uses a unique combination of brand building and performance marketing to build one of the most special brands in the world while also creating the fastest growing company in New York two years in a row.

Carolyn Tisch Blodgett

SVP of Brand Marketing

Peloton

 

EXTRA GUM: YOU GET WHAT YOU GIVE

Extra gum had become one of the biggest brands in the category, but without real meaning behind it, the Extra brand had suffered declines for more than two years. So, they took on a new approach to marketing and did something unconventional for gum. Extra repositioned their brand around an emotional proposition: Extra is a way to connect with others. The “Give Extra, get extra” platform centers on stories that show how something as simple as sharing a stick of Extra gum can strengthen a connection with those who matter most. Ultimately, the effort fueled an unprecedented twelve-point sales turnaround during a three-year period in which the overall category has declined. Discover how Mars Wrigley Confectionery has reinvigorated a mainstay confection brand, regained market share, and created lasting consumer connections.

Orla Mitchell

President of Gum & Mints CBU

Mars Wrigley Confectionery

Jeff Adkins

Managing Director

Energy BBDO

 

HAMSTERS DRIVE SUSTAINED SUCCESS FOR KIA

Ever wonder how a group of music loving, hip-hop dancing Hamsters became the catalyst for one of the auto industry’s unlikeliest success stories?  For many, the Soul-driving Hamsters are synonymous with Kia. In this session, you will hear the journey of Kia’s meteoric rise from virtual unknown to the eighth largest automotive brand in the U.S. You will also learn more about Kia’s next chapter, including the arrival of the all-new, 2018 Kia Stinger. The possibilities are endless.

Saad Chehab

Vice President of Marketing Communications

KIA

David Angelo

Founder and Chairman

David&Goliath


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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