2020 ANA Digital & Social Media Conference Presented by Meredith: A Virtual Experience

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Marla Newman

Executive Vice President, Digital Sales Meredith

HARNESSING THE POWER OF AN ICON TO DISRUPT A CATEGORY

How do you reveal Ford’s new all-electric vehicle, the Mustang Mach-E, when everyone expects innovation to come from Silicon Valley and not a 117 year old company? In this session, Lisa Schoder, Ford’s Head of U.S. Media, Digital and Multicultural Marketing, will tell attendees how Ford used a strategy that positioned the vehicle as the one the world didn’t see coming. Join Lisa’s session to learn how being a disruptor can transform your brand.

Lisa Schoder

Head of U.S. Media, Digital Optimization and Multicultural Marketing Ford Motor Company

MARKETING AT THE SPEED OF CULTURE – HOW MOLSON COORS HAS TRANSFORMED ITS MARKETING FOR AN ALWAYS-ON ON-DEMAND CONSUMER

Media fragmentation. Screen proliferation. Cord cutting. Ad blocking. Media innovation is making it more challenging than ever for marketers – including Molson Coors – to reach consumers and raising the stakes to create content that consumers will actively seek out on the platforms that captures the greatest personalization.  In this session, Molson Coors will share how they are reshaping their approach to recruiting the next generation on drinkers by delivering breakthrough marketing with greater speed and agility.

Brad Feinberg

North America, Vice President of Media & Consumer Engagement Molson Coors Beverage Company

TACKLING TODAY'S TOUGHEST MARKETING ANALYTICS CHALLENGES

Today’s marketers are held to increasingly high expectations to prove the impact of their efforts on the bottom line. At the same time, the challenges marketers face have never been higher. Marketing efficiency has never been more crucial than in these tumultuous times, and this demands hard-to-get, cross-channel transparency to eliminate media mix blind spots. And with the elimination of third-party cookies and greater emphasis on privacy, there is a growing need to establish a sustainable solution for marketing measurement that paves a path forward across platforms and publishers.

Join Neustar to learn how unified marketing analytics helps tackle these tough, but solvable, challenges.

Marc Vermut

Vice President, Marketing Solutions Neustar

CHIPOTLE’S SECRET RECIPE FOR SOCIAL MEDIA

Chipotle’s secret recipe for social media isn’t so secret. It’s a curious team, real-time insights, confidence in change, and speed. Perfectly laid plans and detailed content calendars have gone out the window. In this session, hear how Chipotle is using culture to drive to its social and digital strategy.  

Candice Beck

Senior Manager, Social and Digital Chipotle

THE GOLDEN BENEFITS OF DISABILITY INCLUSION & ACCESSIBILITY — WHY WE CANNOT AFFORD TO IGNORE THE UNTAPPED $21 BILLION DOLLAR MARKET

What if we saw people with disabilities as a valuable audience for business? 55% of people think there aren’t more people with physical disabilities in ads because they make ‘people uncomfortable.’ We have the power to change the table around to educate ourselves, normalize the story as whole, less about their ability, and elevate the new standard practice of accessibility across all digital platforms. With checking our unconscious biases, we can create the small steps that can have significant impacts in the long run. And that is tapping the $21 billion dollar market.

Storm Smith

Producer BBDO L.A.

GETTING STARTED WITH DYNAMICALLY DRIVEN CONTENT

More content, more precise content, more personalized content — and do it fast. This is the challenge for digital marketers. Dynamic creative optimization and creative management platform are critical tools meeting this challenge. In this session, Cella Technology Practice Lead, David Iscove provides tips for marketers looking to get started with dynamically-driven content.

David Iscove

Practice Lead, Creative Technology Cella

EMERGING MARKETING CHANNELS TO BE READY FOR IN THE FUTURE

Marketing is notorious for chasing the new, shiny, bright objects for both good and bad reasons. The best reason: to capture savvy customers in new channels and drive marketing performance. The worst reason: “because we have to be there”. Attend this session by Forrester analyst, Collin Colburn, to understand when it is right to jump into an emerging channel and what channels in the next few years will best support your marketing goals.

Collin Colburn

Senior Analyst Forrester

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Michael Kelly

Senior Influencer Program and Social Media Manager Poly

BUILDING ONE-TO-ONE RELATIONSHIPS AT SCALE

There is a lot of hype in our industry about “personalization” and “one-to-one relationships,” yet few brands really deliver on those promises.  MTailor is an exception. The MTailor app uses your phone's camera to measure for suits, shirts, pants, and more. In under 30 seconds their machine learning algorithm measures you for what they claim to be “20 percent better than a tailor,” making perfect fitting clothes for people of all shapes and sizes. This will be a session about using the customer experience, the product, and digital tools to build one-on-one relationships.

Miles Penn

CEO MTailor

MASTERCARD: THE FUTURE OF MARKETING IS NOW

Mastercard is a technology company in the global payments industry that connects consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. In this session, Cheryl Guerin, Executive Vice President of Marketing & Communications, North America at Mastercard will share an outlook on the latest consumer behaviors and key trends, discuss the impact of an increasingly-connected world on marketing, and share how Mastercard is evolving it’s iconic brand & Priceless as a platform.

Cheryl Guerin

Executive Vice President, Marketing & Communications, North America Mastercard

SHIFTING CONSUMER VALUES AND THE IMPACT ON THE 2020 HOLIDAY SEASON

As Americans begin to emerge from months of quarantine and prepare to enter the next “new normal” phase, many are using the experience to reassess their priorities and values: how they live and work, where they go, what they buy, and how they gather. This shift will have an enormous impact on our economy in the weeks and months ahead, and on the holidays in particular.  In this session, discover how will Holiday 2020 be different from years past, and how can marketers prepare for and respond to changes during this all-important season. Alysia Borsa, EVP, Chief Marketing & Data Officer, will share what Meredith’s Predictive Insights say you might anticipate based on editorial insights, and billions of consumer engagements in the food, home, health, family, beauty and entertainment categories.

Alysia Borsa

EVP, Chief Marketing & Data Officer Meredith

WINNING WITH THE GAMING AUDIENCE

Today everyone knows someone who’s a gamer whether they refer to themselves as one or not. From sports fans in search of a live-game replacement to families looking for group activities during the pandemic to competitive professional gamers, gaming has hit a tipping point. And there is more than one way to define who gamers are. Gamers are multi-dimensional — influential and diverse — with discerning attitudes toward brands and the money to spend on them. In this session, we’ll break down the various types of gamers including the demographics, traits, behaviors, and influence. We’ll explain why brands need to pay attention; how to align on passion points and provide value to the community; and the key traits and potential that today’s gamers have to become brand evangelists for non-endemic brands.

Kiko Restrepo

Senior Director, Strategy Fullscreen

PLAYFULNESS IN AN ANXIOUS WORLD

Learn how OREO and other Mondelēz brands have connected with consumers by inspiring playful ways to come together during one of the most anxious times in recent history.  From social games to virtual prom parties, hear how Mondelēz has leaned into emerging platforms and pivoted plans to address the new consumer reality, as well as how they are thinking about the fundamental changes in consumer behavior and implications coming out of the pandemic.

Justin Parnell

Senior Director, OREO Brand Mondelez International, Inc.

BUILDING SOCIAL EQUITY BRICK BY BRICK

Over the past decade, the LEGO Group’s social media presence has grown from being non-existent, to a best-in-class, fun and engaging experience across leading social platforms, delivering meaningful and engaging interactions with millions of fans every day. In an ever changing digital marketing landscape, James will take you through how The LEGO Group and their internal creative agency has developed an evocative social media content strategy across audiences and social channels.

James Gregson

Director, Head of Social Studio, Americas LEGO

NATIONWIDE: CREATING AN EFFECTIVE AND COHESIVE SOCIAL MEDIA STRATEGY FOR B2B AND B2C AUDIENCES

Targeting consumers across social networks can be an interesting challenge, but adding in an additional layer of B2B audiences makes it further complicated. Nationwide wants to deliver extraordinary care to our consumers which include our members, agents, financial advisors, partners and other organizations. In social this requires custom content and servicing across platforms that are tailored for those unique audiences. Empowering the main touchpoints to these consumers, our sales teams, builds trust through personalization and authenticity. Telling stories through owned brand channels in conjunction with our main advocates enhances the experience. As strategies are crafted all these factors come into consideration resulting in efficient, multi-faceted and custom campaigns.

Kristi Daraban

AVP, Social Media Nationwide

WHY INFLUENCER MARKETING MATTERS NOW MORE THAN EVER

In this session, you’ll hear from the head of the ANA’s influencer marketing practice on how brands are successfully pivoting their influencer strategies to respond to COVID-19 changes and how to navigate influencer’s top challenges including measurement, transparency, and fraud. You’ll also hear how brands are leveraging virtual and CGI influencers, maximizing emerging platforms, and what trends are emerging that marketers can capitalize on. This session will feature a mix of top case studies along with expert insights and the latest data and new research.

Leah Marshall

Director, Influencer Marketing ANA

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