Brand Management Committee Meeting

Welcome and Opening Remarks (11:00AM - 11:15AM)

Session I. The Power of Generating Relevant Brand Conversation (11:20AM - 11:45AM) 
U by Kotex® is on a mission to shatter period stigma, led by the belief that nothing should get in the way of a woman’s progress, especially not her period.

Through social listening, we realized that the conversation around period sex is still one that divides the internet. According to U By Kotex brand research, just over half of women are open to having period sex and only 50% admit to being comfortable talking about it at all. U By Kotex is all about normalizing periods and, on Valentine’s Day, we collaborated with female-owned purveyor of functional foods for better periods, Phasey, to issue limited edition “Let’s Have Period Sex” Chocolates to help challenge stigmas, normalize the period sex conversation and celebrate those who are doing the same.

Speakers:
Pao Ortega, Head of Strategy, Quality Meats Creative
Nicole Pawlukowsky, VP of Marketing/GM, Feminine Care, Kimberly-Clark

Session II. Boring to Bold: A B2B Marketing Case Study from Transmission x Qualcomm (11:50AM - 12:15PM)

In 2024, Qualcomm, partnered with Transmission, the largest independent global B2B marketing agency, on a traditional B2B launch campaign. This year, they’re ramping up their partnership by taking an unprecedented approach to launch Qualcomm’s AI compute commercial offering. This month they’re launching a fun and engaging competitive attack on some of Qualcomm’s legacy competitors. In this ANA Brand Management Committee meeting, Transmission and Qualcomm will provide an overview of the creative campaign that infuses more fun into B2B, two weeks ahead of the official release date of their boldly disruptive challenger campaign.

The session will also offer a look ahead to the future of B2B marketing, an industry long overdue for disruption, with a sneak peek at Transmission’s ongoing mission to leverage brand storytelling to increase engagement with audiences. They’ll also share exactly how they’re working with Qualcomm to intersect enterprise tech and culture, proving that Transmission’s innovative story-driven approach isn’t a one-off as they future-proof the agency (and their clients) in anticipation of shifting buyer behavior. Moving forward, Transmission is using brand storytelling to challenge the status quo and give the market a much-needed shake-up, with intrepid partners like Qualcomm along for the ride.

Speakers:
Ricky Abbott, President, Americas, Transmission
Scott Whisenhunt, Global Lead - B2B Integrated Campaigns and Performance Marketing, Qualcomm

Closing Remarks

**Schedule subject to change

SPEAKER BIOS

Pao Ortega

A Mexican-born, Texas-raised strategist with a quasi-irrational obsession to help brands craft their story. Paola’s early beginnings in the multicultural space gave her the tools to always dig deeper to find the sharp, untold truths that act like sparks for creative magic. She’s spent her career helping global brands like Fanta reignite brand love, bringing iconic brands like Coors Light back into the cultural zeitgeist and ensuring brands like Heineken and Barbie keep their magic. When she’s not out and about sparking conversations with strangers, you can find her on her couch reading memoirs, getting lost in true crime or chasing her kids around the house.

Nicole Pawlukowsky

Nicole joined Kimberly-Clark as Vice President of Marketing & General Manager of Feminine Care in August 2023, where she leads the U by Kotex and Thinx Brands. Prior to Kimberly-Clark, Nicole spent 15 years at Kraft Heinz where she held roles in General Management, Whitespace Innovation, Brand Building & New Ventures. Nicole has had the opportunity to work on many iconic brands such as Heinz, Ore-Ida, Velveeta and Jell-O. Her work driving record share and top and bottom-line growth, as well as significant earned attention and cultural relevancy for the Heinz brand, lead to recognition as an Ad Age 40 under 40 Marketer. Nicole received her BBA from the University of Michigan and MBA from Kellogg. Personally, she currently lives in Arlington Heights, IL with her husband, Nick, and is bonus mom to two boys, Luke and Caleb.

Ricky Abbott

With over 20 years of consulting experience with companies of all sizes and industry verticals, Ricky is seen as an authority on B2B marketing. Whether it’s brand, demand, sales enablement, or ABM, Ricky has helped clients transform their Sales and Marketing operations through pioneering, customer-first programs designed to drive growth. He works together with key stakeholders from the managerial level through to CMOs and the Board to get to the heart of his clients’ ‘why’ – questioning every brief to ensure that what clients say they want is aligned to what they really need.

Scott Whisenhunt

Scott Whisenhunt is a dynamic and results-driven marketing leader on a mission to build brands that are iconic and meaningful to customers’ lives. With nearly 15 years of experience in the advertising and marketing world, Scott is a passionate problem solver and strategic solutions finder. He has helped leading brands identify the white space and make the micro and macro moves necessary to solve their domestic and global marketing challenges.

Currently serving as the Global Lead for Commercial Integrated Campaigns & Performance Marketing at Qualcomm, Scott spearheads a high-performing team responsible for global strategy, integrated marketing campaigns and performance marketing. His efforts have significantly boosted demand creation and capture, generating substantial marketing-influenced opportunities and growth.

Prior to his tenure at Qualcomm, Scott held various senior marketing roles at HP Inc., where he managed global end-to-end marketing campaigns and led marketing efforts across regions and countries, including the US and Australia. His innovative approach and strategic leadership earned him numerous accolades, such as the HP Most Collaborative Award and HP Marketing Rockstar numerous times.

Scott welcomes the opportunity to immerse himself in any category from B2C to B2B and has built deep expertise in technology with companies like Samsung and HP. Everything he does is rooted in an intimate understanding of the brand, the competition, the market, the buyer and their journey, and the cultural forces at play.