Integrating Brand and Demand for Maximum Impact (In-Person Only)

OPENING REMARKS

Stephanie Fierman

EVP, Brand & Media ANA

HIGHLIGHTS FROM "THE MULTIPLIER EFFECT": A CMO’S GUIDE TO BRAND-BUILDING IN THE PERFORMANCE ERA

Learn how to unlock exponential growth by integrating brand equity with performance tactics, turning advertising into a high-impact growth driver. Ann Marie will highlight key insights from WARC's popular new report, The Multiplier Effect, sharing practical strategies for blending brand and performance to drive smarter, more effective advertising decisions. The report, developed with top advertising effectiveness experts, reveals why many advertisers miss key revenue opportunities by overlooking the connection between brand and performance in creative, media, budgeting, and measurement.

Ann Marie Kerwin

Americas Editor WARC

BRAND & DEMAND: A LOVE STORY

Drawing from real-world examples, market insights and Prophet’s own industry-leading work, Mat and Kate will provide marketing leaders with practical lessons, tools and cohesive frameworks to optimize both brand equity and demand performance.

Mat Zucker

Senior Partner, Marketing Excellence Prophet

POWER OF UNCONVENTIONAL BRANDING TO DRIVE DEMAND: MONDAY.COM'S LLAMA LOVE

This session will unpack the creative strategy behind monday.com's viral “Llama Love” campaign and the story of building brand affinity while driving demand in a crowded marketplace. Discover how monday.com defied B2B norms and transformed a mundane product narrative into a memorable, “kooky” experience, driving significant demand across diverse channels.

Robbie Ferrara

Global Creative Director monday.com

BRAND INVESTMENT ROI: A PROVEN MEASUREMENT FRAMEWORK

Fossil Group has successfully mastered the art and science of marketing investment across the full funnel, with an integrated brand to demand approach and proven measurement framework that have the C-Suite on board. In this session, Stephanie will share what’s working and offer advice on how to make the case for marketing investment – and proving your impact – to your executive team. 

Stephanie Cox Turner

Head of Global Media Strategy Fossil Group

OPTIMIZING DEMAND BY DIALING UP BRAND

When global analytic software provider SAS hit a performance wall with its demand-first campaign efforts – which alone couldn’t solve for awareness and perception – the company launched a LinkedIn campaignaimed at creating both out-of-market (future) demand while lifting in-market demand conversion efforts. The results offer lessons for both B2C and B2B marketers.

Elizabeth “Bess” Creech

Director, Americas Digital & Brand Advertising SAS

BUILDING BRAND EQUITY

This session will cover the importance of broad inspirational marketing to build brand equity which, in turn, can create a moat and drive demand in highly competitive marketplaces. 

Terri da Silva

Vice President, Global Head of Portfolio, Brand and Content Marketing Marriott International

IT’S ABOUT BUSINESS GROWTH – NOT BRAND VS. DEMAND

At Prudential, Matt leads a centralized growth marketing team that is obsessed with delivering predictable value creation. In this session, Matt will share how at Prudential and in his past experiences as a CMO and marketer he looks at integrating brand and demand for better shared business outcomes.

Matt Diiorio

VP, Head of Growth Marketing Prudential

CLOSING REMARKS

Stephanie Fierman

EVP, Brand & Media ANA