Event Recaps
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Beyond the Base: Cross-Cultural Marketing That Connects at CBB Bank
Event Recaps December 16, 2025CBB Bank’s journey from serving a niche Korean American business community to engaging a broader, multicultural audience offers a compelling blueprint for modern B2B growth. This case study, CBB&ME, explores how the bank expanded its reach by tapping into shared values across cultural segments — without relying on language-specific infrastructure.
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James Baldwin 100: Building a Modern Cultural Movement Around a Literary Icon
Event Recaps December 16, 2025Blending literature, culture, and digital innovation, Baldwin 100 reintroduced James Baldwin to a new generation. Through social storytelling, influencer collaborations, and cultural partnerships, the campaign turned his centennial into a dynamic, year-long celebration that reignited conversation around his work and its timeless relevance.
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Unbraiding the Truth: Millennial Voices on Safety and Transparency in Beauty
Event Recaps December 16, 2025This session explores how Consumer Reports' research and integrated marketing campaign combined storytelling, influencer partnerships, and community engagement to empower Millennial audiences and advocates to demand safer, more transparent beauty products.
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From Chaos to Cohesion: Labcorp’s Roadmap for Scalable Alignment
Event Recaps December 15, 2025Labcorp leveraged brand strategy principles to align marketing and sales, creating a field activation model that improved sales readiness, accelerated growth, and delivered consistent messaging across complex B2B environments.
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Tips for a Successful B2B Influencer Brand Trip
Event Recaps December 15, 2025During a session at a December 3, 2025 ANA Members-Only Conference, Mikaela Maloney, senior manager, content and communications at IDEAL Industries, explained how to make an influencer brand trip successful in B2B marketing, despite having a niche audience and limited budget.
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Seeing Every Vision of You: Building Authentic LGBTQ+ Representation Through Eyewear and Action
Event Recaps December 13, 2025Eyebuydirect believes individuality is a superpower — and authentic representation begins with visibility. Learn how the digital-first eyewear brand has turned purpose into practice through ongoing support for the LGBTQ+ community.
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Arnold Worldwide’s Rosetti Talks Marketing Measurement
Event Recaps December 12, 2025Bre Rossetti from Arnold Worldwide outlined why the future of marketing measurement depends on building a shared strategic language that unites the entire enterprise.
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Brand and Customer Experience Together Drive Growth
Event Recaps December 12, 2025In this session, explore the components of brand experience (BX) and customer experience (CX) and see several examples of how they come together in a measurement framework to shape acquisition and retention strategies to drive profitable growth.
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From the Inside Out: Crafting Copy That Connects Business to Brand
Event Recaps December 12, 2025Kristen Scharf, senior copywriter at The Cooler at Experian, brings a fresh and thoughtful lens to the creative work of in-house agencies. She explored how being embedded within the organization sharpens storytelling, strengthens strategy, and deepens the connection between creative output and business impact.
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How to Make Your ABM Unforgettable
Event Recaps December 12, 2025Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.
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Trust Is Your Brand's Promise, Kept
Event Recaps December 12, 2025This session revealed how leading organizations align their capabilities with customer needs to build the trust that transforms one-time buyers into loyal advocates and drives sustainable business growth.
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Tying Experience to Growth
Event Recaps December 12, 2025For Todd Unger, CXO of the AMA, customer experience means a seamless integration of marketing, product, commerce, and service. He shared his lessons for making any organization truly friction-free and customer-centric.
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Using Martech and AI to Deliver Experience-Led Growth
Event Recaps December 12, 2025Building a profitable customer experience requires transformation from loosely coupled systems to a real-time platform and connected teams. Salesforce SVP Martin Kihn showed how leading marketers use newer technologies like CDPs and modern applications to evolve their mar-tech stack and get it ready for a hybrid human-AI future.
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Flock’s Blueprint for AI-Driven Agency Compensation
Event Recaps December 10, 2025Flock Associates outlined how AI and automation are reshaping agency compensation, driving a shift from time-based models to asset and outcome-based pricing, with transparency and performance metrics at the core.
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ABB Talks Blending Emotional Relevance and Technical Excellence
Event Recaps December 9, 2025ABB and Mower demonstrated how emotional relevance, alongside technical excellence, can transform a renewable energy brand from a respected supplier into a trusted partner.
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Beyond Scale: Building Growth Through Quality and a Culture of Experimentation
Event Recaps December 9, 2025Growth isn’t just about scaling what converts — it’s about scaling what matters. In this session, explore how quality assessment sits at the heart of Citizens Bank’s measurement strategy, ensuring that every decision aligns with strategic business needs.
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From Data to Decisions: Using LTV to Power Growth, Personalization, and Product Strategy
Event Recaps December 9, 2025Understanding and applying Customer Lifetime Value (LTV) is critical for businesses with large, diverse user bases. This session explored practical methods to calculate LTV for high-volume, long-tail customer websites, highlighting how to balance accuracy and scalability.
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Harnessing the Power of Journey Analytics in B2B2C Marketing
Event Recaps December 9, 202590% of executives struggle with starting on CX improvements. For those who invested in journey technologies, 80% see business benefits from better CX. In this session, explore a case study of how MassMutual leverages journey analytics capabilities to discover and optimize both the consumer and advisor experiences.
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New ANA Study Connects CTV with Sustainability
Event Recaps December 9, 2025The ANA’s new study shows how smarter media planning in connected TV can reduce carbon emissions and media waste while improving campaign performance.
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The Evolution of Media Measurement at Bose: Building a Unified, Closed-Loop Measurement System to Inform and Optimize Evolving Media Investment Strategies
Event Recaps December 9, 2025This session covered how Bose partnered with Ipsos MMA to develop a fully unified measurement approach, including MMM and agile attribution, in-market testing to validate recommendations before making big moves, and expansion of retail partner measurement to include co-marketing investments beyond paid media.
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