ANA Purpose-Driven Marketing Day @ Fordham University, Manhattan Campus (Members-Only Conference)
Purpose is an increasingly important word in the millennial mindset. It is what this next generation values in their life, in their careers, and in the brands they buy. Companies have responded to what these younger consumers are seeking by developing more purpose-driven marketing campaigns. These campaigns are inserting brands into ongoing cultural conversations or starting new ones. Purpose-driven marketing has also prompted many companies to evaluate how they as employers are acquiring and retaining younger talent who are looking for more meaning in their careers. The focus on purpose isn’t just corporate responsibility. It’s a strategy that has business driven growth at many leading organizations. At this ANA members-only conference, you will learn from leading companies who are using purpose driven marketing to drive growth in their businesses.
|Begins:||Wednesday, February 7, 2018 at 8:15am|
|Ends:||Wednesday, February 7, 2018 at 4:00pm|
Fordham University, Manhattan Campus
140 West 62nd Street
New York, NY 10023
Wednesday, February 7, 2018
233 YEARS OF IMPROVING LIVES THROUGH INVESTING
How do you continue to drive culture change? Alexander Hamilton’s pioneering spirit continues to drive BNY Mellon to find new ways to meet the needs of our clients, employees and communities. Come hear Aniko share the story of how Hamilton’s persona is leveraged to reach their target market in digital and social media arenas with relevant and engaging content.
Global Head of Corporate Marketing
LOVE HAS NO LABELS: THE POWER OF ADVERTISING AND MEDIA TO COMBAT BIAS AND PROMOTE INCLUSION
Heidi Arthur, Head of Campaign Development at the Ad Council, will share a behind-the-scenes look at the Emmy Award-winning Love Has No Labels campaign, which first launched in 2015 and successfully mobilizes the public, media community, and corporate partners to celebrate diversity and promote inclusion throughout the U.S.
The campaign includes an award winning fully integrated marketing and communications campaign, including the iconic “Skeletons” film (the 2nd most viewed community and activism video of all-time), a compelling video starring WWE SuperStar John Cena discussing what it means to be patriotic, and a live kiss-cam activation at the NFL’s 2017 Pro Bowl. Beyond film, the campaign includes an online destination, cross-platform social media program, media partnerships, grassroots activations and extensions by the campaign’s partners, including The Coca-Cola Company, PepsiCo, Procter & Gamble, Unilever, Johnson & Johnson, Bank of America, Wells Fargo, State Farm® and Google.
Love Has No Labels continues to resonate in a divisive cultural climate marked by incidences of racial strife, anti-LGBT violence, xenophobia and a charged political environment. With over 300 million video views of the content online, Heidi will discuss how and why this campaign continues to resonate, break through and drive meaningful impact.
Head of Campaign Development
Networking Coffee Break
PIVOTING AN ICON: HOW THE NEW YORK TIMES IS BECOMING A DIGITAL CONSUMER SUBSCRIPTION BRAND
The challenges in the media industry are no surprise to anyone, and the news business in particular faces steep challenges with traditional advertising models under pressure and the ranks of journalists in the U.S. reduced by almost half since 2000. Despite all that, there’s reason for hope: Attention for news is at an all-time high. The need for quality, original, independent reporting is resurgent in the era of fake news, and subscriptions are growing at premium publications. Come hear how The New York Times is making the transition from a legacy newspaper to a digital consumer subscription brand.
The New York Times
GROWING AN ICON ON PURPOSE - THE MINI STORY
The MINI brand has a long standing heritage dating back to 1959 and is recognized as one of top 100 Most Valuable Global brands. As the car industry evolves, more people move to cities and consumer's mobility needs change, Lee Nadler will share how MINI stays true to its' heritage and is expanding as an iconic, urban brand.
Urban Growth & Transformation
CARE COUNTS - HOW DOING GOOD CAN BE GOOD FOR BUSINESS
After years of declining market share, Whirlpool has reemerged as a brand leader, not only in the appliance category, but on the world stage as well. Rob Sundy, Senior Director, Brands and Marketing Services at Whirlpool, and Michael Frease, EVP Creative Lead for Digitas will share the story behind the Care Counts Program and discuss the power of finding your brand purpose, staying true to your north star, and how doing good can be good for business.
Senior Director, Brands and Marketing Services
EVP, Group Creative Director