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Brand Masters Conference 2014 ANA Brand Masters Conference February 26–28 | The Westin Diplomat Resort & Spa | Hollywood, Fla. Download the ANA mobile app — e.ana.net We’ll be live tweeting throughout the conference (@ANAMarketers), as well as posting photos and other information at facebook.com/ANA. Join the conversation online using the hashtag #ANABrand. www.ana.net Table of Contents 2014 ANA Brand Masters Conference presented by Mashable Agenda ............................................................................ pg 3 Speaker Bios .................................................................... pg 7 Attendee List ..................................................................pg 15 ANA Member Benefits .................................................... pg 33 Sponsor Information ........................................................pg 37 www.ana.net 1 Agenda 2014 ANA Brand Masters Conference presented by Mashable WEDNESDAY, FEBRUARY 26 THURSDAY, FEBRUARY 27 WELCOME/OPENING REMARKS Seth Rogin Registration Opens (3:00 p.m.) Breakfast (7:30 a.m.) Chief Revenue Officer Sponsored by Cardlytics Mashable Preconference Session (4:00 p.m.) Roger Adams (Host) SPEAKING TO THE CONSUMER Senior Vice President, Chief Marketing Officer BRANDING IN A DIGITAL WORLD IN B-TO-B MARKETING USAA What does it take for brands to cut B-to-B Marketing used to be simple: Bob Liodice through the clutter? How do brands living up to its nickname of “Boring President and Chief Executive Officer truly engage with and win loyalty from to Boring,” it was formulaic and, full ANA consumers in the digital age? ANA’s of product facts and proof points. We Marketing2020 partner EffectiveBrands were forgetting that B-to-B buyers are TACO BELL: will share key learnings from the people first. Reaching through to the AD AGE MARKETER OF THE YEAR Marketing2020 study, and review a “consumer” in your target business framework for assessing, building, and audience may be the best way to influ- Taco Bell, named 2013 Ad Age embedding winning brand characteris- ence behavior. Cardlytics, the pioneer Marketer of the Year, has proved to be a tics. Come prepared to be challenged in card-linked marketing, will share its change agent with its approach to new and leave with practical guidelines that recent experiences deploying B-to-C product innovation, Millennial-targeted every brand can apply. strategies to educate its B-to-B audi- marketing, and social media. Taco ence on the benefits of card-linked Bell has also created unprecedented Marc de Swaan Arons marketing, and then open the discus- engagement across its digital and social Founder sion to learn from the B-to-B marketers channels, in ways that are authentic, EffectiveBrands in the audience during this eye-opening relevant, and real-time. Discover what Kimberly Orton breakfast session. Taco Bell learned along its journey, and how cross-functional teams are able to Partner and Managing Director Kasey Byrne EffectiveBrands Chief Marketing Officer be agile by using a smart and nimble Cardlytics approach to increase sales and, loyalty Opening Reception (6:30 p.m.) and drive ongoing conversations that matter. Sponsored by Digilant General Session (8:30 a.m.) Chris Brandt Dinner (7:30 p.m.) Chief Marketing Officer Taco Bell www.ana.net 3 Agenda 2014 ANA Brand Masters Conference presented by Mashable CHOBANI: FROM CATEGORY DISRUPTER used social media to turn that buzz MIZUNO USA: STRAIGHT FROM TO MARKET LEADER into national awareness. When stores THE HEART MARKETING sold out of product within 48 hours What does it take to wake up a sleepy of launch, it wasn’t just a comeback. In this age of head-spinning change, we category? For the yogurt aisle, it was It was the sweetest comeback in the are tempted to look at individuals as just a vision and commitment to do things history of ever. “likes” or as “decimal points that add better. Six-year-old Chobani was started up to big data.” Mizuno, winner of the with a clear vision: to craft a delicious, Rich Seban Most Effective Brand in North America nutritious product which used only President and Chief Operating Officer in 2013 according to the Effie Index, natural ingredients and was accessible Hostess Brands, LLC takes a different approach, and relies to everyone. Now, Peter McGuinness, Matt Bowne on authenticity to spread pure love of chief marketing and brand officer for Creative Director sports and drive brand fans. Mizuno the No. 1-selling Greek yogurt brand, Bernstein-Rein USA will share the inside story of how is building a marketing infrastructure to Mizuno, as a challenger brand, blends maintain the brand’s leadership posi- HELLO PRODUCTS: A FRIENDLY best-in-class marketing principles and tion. Join him to hear how Chobani DAVID-VERSUS-GOLIATH STORY organizational values to thrive in a highly challenged the status quo, catalyzed a competitive market. food craze, and surpassed $1 billion in Hello is a brand of “seriously friendly” Ahmet Abaci its quick rise to success—and what’s oral care products, including tooth- Vice President, Brand Marketing next for the market leader. pastes, mouthwashes, and breath Mizuno USA sprays, that launched in April 2013. Peter McGuinness This tiny company (fewer than 10 Chief Marketing and Brand Officer Luncheon Keynote (12:45 p.m.) Chobani people!) has gotten its products on some of the largest retailer shelves in Sponsored by Mashable the U.S. in record time, and is leading Coffee Break (10:25 a.m.) a valiant charge against titans such as WHAT’S NEXT IN DIGITAL AND Sponsored by Smithsonian Channel P&G, Colgate, and J&J. Founder and TECHNOLOGY CEO Craig Dubitsky is obsessed with General Session Cont. (10:45 a.m.) design, and has a history of advising, Christina Warren, Mashable’s senior investing in, and creating transforma- technology analyst, is an expert in digital culture and has been featured THE HOSTESS STORY tional consumer brands such as Method and eos. The Hello story — which on many national programs including After liquidating in late 2012, Hostess includes meaningful disruption in media CNN, Bloomberg, NPR, and WSJ Radio. was left for dead. Five months later, and merchandising - is inspirational and At Mashable, Ms. Warren writes about new ownership wanted to resurrect the will leave you with the confidence to technology, mobile computing, develop- iconic maker of Twinkies. But this nos- take on the world. ment, and design with a focus on the talgic brand, popular only among older intersection between new media and Craig Dubitsky moms, needed to reach a younger audi- technology. During her keynote, Warren Founder and CEO ence to survive. So it made a play in will discuss 2014 trends, what’s next in Hello Products LLC major markets to generate buzz, and digital and technology, and what that means for brands. Christina Warren Senior Technology Analyst Mashable General Session Cont. (2:00 p.m.) 4 www.ana.net Agenda 2014 ANA Brand Masters Conference presented by Mashable CITI BIKE: THE CURRENCY OF HOW TO COME BACK SWINGING FRIDAY, FEBRUARY 28 BRAND GENEROSITY “THE HONDA WAY” Breakfast (7:30 a.m.) Since its May launch, Citi Bike has Honda has been one of the most Sponsored by Edelman far exceeded all expectations. Riders trusted automotive brands for the last have pedaled over seven million miles, 50 years, but found itself clobbered burning 280 million calories along with a one-two punch in 2011. First, a General Session (8:30 a.m.) the way. Citi Bike’s estimated mileage devastating earthquake and tsunami in equates to more than 880 trips around north eastern Japan affected the global HILLSHIRE BRANDS: the world, or going to the moon and supply chain and shut down production. THE $4 BILLION STARTUP back 15 times. With its launch, Citi Then a scuffle with a noted consumer In June 2012, Sara Lee Corp. spun off Bike, operated by NYC Bike Share, has publication over one of its core models its international coffee business and helped residents and visitors unlock the gained national attention. Honda seized then changed its name to The Hillshire city. It also aligned the Citi brand with the opportunity to rethink its commu- Brands Company to better reflect its a highly useful and beneficial service. nications strategies to spark positive new set of focused food offerings. Being Find out from Citi what made the Citi word-of-mouth. This included a restruc- a new company with brands that had Bike launch so successful and how turing of its internal marketing func- decades of history is a unique proposi- giving back to consumers in a mean- tion and revamping its external agency tion. President of Hillshire’s retail busi- ingful way translates to stronger brand relationships. Focusing on the next 50 ness, Andy Callahan will share how the engagement and results. years, its new model places emphasis company leverages the assets of brands on innovative marketing strategies. Hear Elyssa Gray such as Jimmy Dean, Ball Park, and Honda’s “turn-on-a-dime” success Director, Head of Creative and Media, NA Marketing Hillshire Farm while also focusing on story and learn how it reflects the auto- Citigroup, Inc. innovation and building a new corporate maker’s determination to create some- culture. thing new — and then immediately set SAMSUNG:THE NEXT BIG THING about making it better. Andy Callahan IS ALREADY HERE” President, Retail Mike Accavitti Hillshire Brands Company Samsung had a great product, but no Senior Vice President, Automobile Operations one saw their brand as an industry- American Honda Motor Company leading innovator. However, Samsung managed to turn things around and General Session Adjournment (4:00 p.m.) establish its Samsung Galaxy product line as the alpha Android brand. Todd Pendleton, chief marketing officer Reception (6:00 p.m.) at Samsung Telecommunications Sponsored by The Halo Group America, will share how his team trans- formed Samsung Mobile through the Effie Award-winning case study “The Next Big Thing is Already Here.” Mr.
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