Please note that a registration to the ANA Masters of Marketing Conference includes the option to register for this committee meeting.

Register for Masters of Marketing Conference
and Committee meeting

If you can only attend this committee meeting, click below to register.

Register for
committee meeting only

Client-side ANA members can attend the 2025 Masters of Marketing Conference FOR FREE. Platinum and Gold client-side members can also attend this committee meeting but will need to pay for their conference registration.

Agenda

Creative effectiveness is one of the many proven keys to elevating brand as a business growth driver. Today we will delve into the topic with both ANA research and special guests.

8:00–9:00 a.m. ET: NETWORKING BREAKFAST

9:00–9:05 a.m. ET: WELCOME AND OPENING REMARKS

• Stephanie Fierman, Executive Vice President, Brand, Association of National Advertisers

9:05–9:25 a.m. ET: BUILDING A CULTURE OF CREATIVE EFFECTIVENESS: Extensive research between WARC, LIONS, and the ANA led to the development of a framework that brands across categories can use to develop an internal culture of creative effectiveness. Today, Ann Marie Kerwin will take us through the Creative Effectiveness Ladder and provide key recommendations for marketers.

• Ann Marie Kerwin, Americas Editor, WARC

9:25–10:00 a.m. ET: THE #1 ENABLER TO EFFECTIVE CREATIVE? THE CREATIVE BRIEF: Get the lowdown on ANA’s most recent research on the importance of creative briefs and learn about how United uses briefs to get the most out of their advertising.

• Christina O’Rourke, Director of Creative Strategy and Content, Brand Marketing, United Airlines
• Stephanie Fierman, Executive Vice President, Brand, Association of National Advertisers

10:00–10:30 a.m. ET: CREATIVITY: EFFECTIVENESS VS. EFFICIENCY: Andrew Tindall discusses the importance of effectiveness over efficiency in marketing, emphasizing the need to create enjoyable and commercially interesting work.

• Andrew Tindall, Senior Vice President, System1

10:30–11:00 a.m. ET: NETWORKING BREAK

11:00-11:30 a.m. ET: NOTHING FAKE ABOUT IT: HOW FAST FAME LEADS TO LONG-LASTING SUCCESS: In a market dominated by Apple, Lenovo Yoga broke through with a social-first brand platform that celebrated process over polish – shifting brand perception, sparking cultural relevance, and driving double digit global sales growth. In this session, you’ll learn how to co-create with your audience and redefine what a creativity-first brand can be.

• Archit Mardia, Global Brand and Product Strategy Lead, Lenovo
• Rogier Vijverberg, Chief Creative Hero, SUPERHEROES

11:30–12:00 p.m. ET: BUILDING A BRAND USING ONLY GEN AI: The Brandtech team will use its own Gen AI platform, Pencil, to build a brand from scratch – encompassing everything from packaging design to business plan to press releases – and then optimize so it outperforms on LLMs… the most important new audience for any brand.

• Ciara Schoenauer, Head of Group Solutions, North America, The Brandtech Group
• John Dawson, Vice President Strategy, Jellyfish

12:00 p.m. ET: Closing

12:00 p.m.–1:00 p.m. ET: NETWORKING LUNCH

Speakers

Stephanie Fierman is a long-time senior marketing executive, with CMO experience on both the client and agency sides. Prior to joining the ANA in 2021, Stephanie was the Chief Marketing Officer of MediaCom (now EssenceMediaCom) and previously led marketing at companies including DC Comics, Zagat Survey and Revolution Money.

Ann Marie Kerwin is the Americas Editor for WARC, a global marketing firm that provides evidence, expertise and education to ensure marketing strategy drives business success. As a WARC editor, she focuses on how marketing can make the business case for creativity. Previously, Kerwin was VP-Content for eMarketer, a research firm focused on digital marketing, and an editor for Ad Age.

Christina O’Rourke is the Director of Creative Strategy and Content at United Airlines where she leads brand marketing strategy and oversees the in-house creative department. She plays a key role in shaping United’s voice across all channels, writing briefs, developing strategy, and partnering with agencies and internal teams from concept through production and delivery. Before joining United, Christina served as Head of Creative Production at Edelman where she led a large team of multidisciplinary creatives. She played a pivotal role in modernizing Edelman’s creative offering and helped bring integrated campaigns to life for clients like Samsung, FedEx, Kellogg’s, KFC, Barilla, and Boeing. Prior to her agency career, Christina worked in tech, fashion, and film production. Christina earned a Masters in Communications Innovation from Ithaca College. Her studies included media economics, consumer behavior, product design, and global leadership. When she isn’t working, Christina is a competitive sailor and weekly pizza party host.

Andrew Tindall champions modern marketing effectiveness in a practical way, reconnecting media and creative. Responsible for System1’s thought leadership and global agency partnerships, he's created key publications exploring emotion and creativity’s role in effectiveness across the media mix. Set on making effectiveness for all, Andrew has a weekly The Drum column and booming LinkedIn presence.

Archit Mardia might just be your friendly neighborhood marketing wizard. With twelve years of fun and chaos in the tech and gaming world, he's currently leading the successful global brand marketing charge at Lenovo for the YOGA brand. He helped rejuvenate the brand, leading to double digit global sales growth and 9 industry awards along the way. Archit was named 2024 Brand Manager of the Year at Ad Age’s A-List Creativity Awards and was most recently a finalist for Marketing Executive of the Year at the 2025 Digiday Awards. Archit is passionate about trends, technology, sustainability, the food industry, craft beer and fashion. After working a decade across 8 different countries, he now lives in NY with his wife and 2 year old baby.

Rogier Vijverberg is the Chief Creative Hero and co-founder of SUPERHEROES, the indie agency out to save the world from boring ads. The mission’s working: SUPERHEROES was named Ad Age’s 2025 Small Agency of the Year and Adweek’s Fastest Growing Agency in 2024.Starting out at Y&R Amsterdam, Rogier has since created a wide range of award-winning work for the world’s biggest brands. He’s a regular on stages like Cannes Lions, SXSW, Eurobest and more, sharing his passion for youth culture, innovation, and digital arts. He also founded the digital art collective, JIMMY.

Ciara Schoenauer is Head of Group Solutions, North America, at The Brandtech Group, where she drives integrated strategies that blend technology, creativity, and growth. With deep experience from agencies including Translation and Mekanism, she has guided enterprise clients through complex challenges and emerging tools like generative AI. At Brandtech, she focuses on scaling AI-powered initiatives and building lasting client partnerships. A Marketing Academy scholar, Ciara is recognized for her thought leadership on the future of advertising and innovation. Based in New York, she holds dual degrees in Communications and Anthropology from Syracuse University.

John Dawson is Vice President of Strategy at Jellyfish, where he drives strategic planning and execution to help global brands achieve measurable growth across digital marketing channels. With more than 20 years of experience spanning marketing operations, analytics, and customer experience, he specializes in bridging technology and business strategy to deliver performance at scale. John holds an MBA in Marketing & Finance from the University of Technology Sydney, with exchange study at Copenhagen Business School, and a BA in Government and International Relations from the University of Sydney. He is a frequent speaker on strategy, growth, and customer-centric innovation.