Conference Agenda

An estimated 49 million Americans, or 1 in 6 people, rely on charitable food assistance programs like food banks and pantries to feed themselves and their families. Join us in the morning for a rewarding volunteer opportunity at the Los Angeles Regional Food Bank, where we will assemble bags of fresh fruit and vegetables or sort food donations. Begin the conference with a shared purpose, meet new friends and help those in need.

With travel, this will be a 4-hour commitment (8:30am departure, 12:30pm return).

To register, please send your name, phone number and full birthdate to brand@ana.net.

In this session, we’re asking: are you maximizing your messaging to women? We hope so, as women influence over 85 percent of global consumer purchase decisions.

We also know that accurately representing women in advertising results in a 10X increase in sales lift, and yet only 16 percent say they are accurately represented.

Learn how to enhance your creative with SeeHer's best practices, informed by the Gender Equality Measurement (GEM®) metric, the global gold standard for the industry. Join SeeHer for our first-ever creative best practices working meeting where you will leave with actionable insights for growing your business through the accurate portrayal and representation of women. Visit seeher.com to learn more.

Includes lunch.

Click here for the full agenda.

Christine Guilfoyle

President SeeHer, ANA

OPENING REMARKS

Stephanie Fierman

EVP, Head of the Brand Practice ANA

GENERATION ALPHA: CO-CREATION AND THE FUTURE OF BRAND LOYALTY

Research among 60,000 Generation Alpha respondents reveals the fascinating behaviors and interests of this cohort as they seek to blend digital exploration with creative self-expression. By examining factors such as parenting styles, local nuances, and digital engagement, we provide a comprehensive understanding of who among Generation Alpha is setting new standards for creativity and connectivity, and how they're doing it. These insights can help marketers anticipate how these young people may respond as they mature into tomorrow’s consumers.

Dave Perry

Vice President of Digital and Social Marketing Paramount+

LEVERAGING INNOVATION, INSIGHT, AND A CONSUMER-CENTERED CULTURE TO SUSTAIN BRAND RELEVANCY

Diageo’s portfolio includes Johnnie Walker and Guinness, newer behemoths such as Casamigos and Bulleit whisky, and even emerging brands like Ritual and Seedlip… and the company uses the same brand-building approaches across all these businesses to fuel growth. Stephen will share insights into how Diageo continues to stay faithful to what has made it successful while leveraging adaptive consumer thinking and processes to drive revenue. He will delve into the importance of continuous, purposeful innovation to meet the evolving needs of the modern consumer, ensuring that all brands – both old and new – remain relevant and forward-thinking in a competitive market.

Please note this session will not be available for on-demand viewing and must be watched live.

Stephen White

Head of Innovation, NA Diageo

THE SECRET SAUCE TO A CULTURE PARTNERSHIP DONE RIGHT

Danielle Spikener, Head of Inclusive Marketing at KraftHeinz and Aki Spicer, Managing Director of Cashmere & Strategy Lead, North America at Monks share how brands and creators can come together to deliver marketing that truly resonates and drives culture forward. They will showcase the recent HEINZ X DJ Mustard collaboration: a bold partnership that has turned a viral music moment into a cultural sensation. They will detail how the cultural collab came to life, maintaining authenticity at every stage, the recipe for taking risks that paid off, the art of forging product innovation, and the strategies, challenges and lessons behind one of the most iconic brand collaborations of our time.

Danielle Spikener

Head of Inclusive Marketing KraftHeinz

THE MULTIPLIER EFFECT – A MARKETER’S GUIDE TO BRAND BUILDING IN THE PERFORMANCE ERA

The Multiplier Effect, a newly released report from WARC and a coalition of marketing effectiveness experts, makes the case that equity-building and performance advertising must be fully integrated in order to deliver the best returns. Join Ann Marie Kerwin, Americas Editor for WARC, as she takes you through the compelling case for why brand-building is essential for growth. 

Ann Marie Kerwin

Americas Editor WARC

A BLUEPRINT FOR BRAND GROWTH… AND HOW MARKETERS CAN OPERATIONALIZE IT

For the first time, Kantar has analyzed years of proprietary attitudinal data combined with behavioral data to create a Blueprint for Brand Growth that any brand can use to improve brand equity: that is, the connections in consumers’ minds that make your brand easy to choose. Learn about the three Growth Accelerators and three Behaviors that strong brands have in common, which activities make the biggest difference, and how to track and predict the most important metrics.

Marc Glovsky

Senior Brand Strategist Kantar

BREAKFAST ROUNDTABLE DISCUSSIONS

HOW TO PROVE AND IMPROVE YOUR SPONSORSHIP VALUE

In this session we’ll tackle how to prove the value of sponsorship investments to the C-suite. With pressure mounting for data-driven decisions rather than gut-feel choices, marketers need a reliable framework to measure and demonstrate value. Learn how to align sponsorship objectives, navigate common obstacles, and leverage data effectively to prove the impact of your investments. Whether you’re struggling to justify current sponsorships or planning future ones, you’ll walk away with practical tools and strategies to transform your sponsorship measurement approach.

Lindsay Egan

Managing Partner Gain Theory

WELCOME TO LOS ANGELES

Cory Abke Calara

National Director LA Tourism

PRESENTING SPONSOR REMARKS

Tanner Elton

Vice President, US Ad Sales Amazon Ads

OPENING REMARKS

Bob Liodice

CEO ANA

KICKOFF + HOUSEKEEPING

Stephanie Fierman

EVP, Head of the Brand Practice ANA

THE ROLE OF CULTURE IN BRAND BUILDING

According to Dr. Marcus Collins, true cultural engagement is the most powerful vehicle for influencing behavior and building brands. When a product, idea, behavior, or institution is adopted into a community’s cultural practice, not only will people take action, but they will also share it with people who are like themselves. And those people will tell other people, and eventually, that product, idea, behavior, or institution will be adopted into their cultural practice. The brands who lead culture – who contribute to the cultural characteristics of a community – tend to be more successful than those who follow trends. Join us for this fascinating opening keynote, from the author of For the Culture: The Power Behind What We Buy, What We Do, and Who We Want to Be.

Dr. Marcus Collins

Best-Selling Author, For The Culture Clinical Professor, Ross School of Business, University of Michigan

ENGINEERING THE COMEBACK OF THE CENTURY

What does it take to revive a brand? Join Kristen D’Arcy, the Chief Marketing Officer helping to transform True Religion, who will share her playbook on creating a level of cultural leadership that is driving exponential growth. From innovative creator strategies, like Team True, to its new “Own Your True” platform,  True Religion’s 360-degree strategies have ignited a movement that is the driving force behind its strategy to become a billion-dollar brand among Gen Z and fashion-savvy communities.

Please note this session will not be available for on-demand viewing and must be watched live.

Kristen D’Arcy

Chief Marketing Officer True Religion

FIRESTARTER SESSION BY INNOVID:  CHARTING NEW WATERS: DESIGNING FOR BRAND x EXPERIENCE

How can marketers stay agile while still delivering standout brand experiences? Join Princess Cruises and Innovid for a conversation on what it takes to thrive in today’s landscape – where independence, intelligence, and innovation aren’t just buzzwords, but the foundation of smarter, more connected advertising.

Emma Wolff

Media Manager Princess Cruises

IN-HOUSE, ON POINT: HOW SAATVA SCALED SMARTER BY BRINGING CREATIVE INSIDE

Saatva understands that growth depends on maximizing the impact of its media investments – especially on TV. That means prioritizing working media spending while finding efficiencies elsewhere, including reducing reliance on outside agencies. But does cutting agency costs mean sacrificing the innovation, agility, and creative excellence those partners provide? Absolutely not. In this session, Joe McCambley, Chief Marketing Officer at Saatva, shares how the brand successfully transitioned nearly all agency functions in-house – across creative, media, PR, content, and production – and why having a team 100% focused on mattresses, sleep, and sleep health has become one of Saatva’s greatest competitive advantages.

Joe McCambley

Chief Marketing Officer Saatva

SODA’S BACK, BUT BETTER!

When it launched in March of 2020, poppi captivated consumers who grew up thinking soda was a thing of the past or – at best – an unhealthy habit. Since then, the digital-first brand has mastered the art of authentic, culture-first marketing, revolutionizing a category once deemed untouchable. Join Allison Ellsworth, founder of poppi, for a conversation on redefining soda and pioneering a category no one saw coming.

Allison Ellsworth

Co-Founder and Chief Brand Officer Poppi

THE NEW MARKETING PARADIGM: TECHNOLOGY-POWERED HUMAN CONNECTION

Today’s marketers have an unprecedented opportunity to forge authentic connections with audiences at scale. While traditional and emerging channels offer exciting possibilities for brand building, the key to success lies in harmonizing advanced technology and audience insights. Explore how cutting-edge solutions are enabling brands including Crate & Barrel and Therabody to to create more meaningful, human-centric experiences across channels while driving brand growth.

Lauren Bernard

Head of Omnichannel DSP Product Strategy Amazon Ads

“HAVING A MOMENT”: HOW LIVE EVENTS AND POPULAR CONTENT CONTINUE TO UNITE AUDIENCES

Tentpoles, live events...whatever you call it, big moments are having a moment. In this presentation, we’ll explore the value in developing branded content and marketing strategies anchored in premium cultural events that brands of all sizes can leverage. We'll focus on four strategies for success via best-in-class campaigns from innovative brands that leveraged tentpole events to create cultural moments that matter (and deliver ROI). Despite media fragmentation and the rise of fast-changing microcultures, key moments and the long-form ads that complement them on the TV screen still hold immense power–and may be more impactful than ever. 

Erica Hendry

Creative Director Paramount Brand Studio

CREATING A CULT DISGUISED AS AN EYEWEAR COMPANY

When a company hands out “cult rewards” and its customer service email address is helpivefallenandicantgetup@caddislife.com, you know something’s going on. Founder Tim Parr has both created new companies as well as worked for some of the most respected brands in the world. Many more have trusted his methods and guidance on big issues that steer ships over long periods of time. Today, Tim will share the story of an anti-ageist company building a cult following one pair of eyeglasses at a time. 

Tim Parr

Founder CADDIS

WINNING THE WINE WARS (WITHOUT THE SNOOTY WINE CULTURE)

Whether it’s the new Josh Cellars Non-Alcoholic Sparkling or a [yellow tail] red blend with Domino’s just in time for the Super Bowl (complete with pizza ordering technology under the cap), Deutsch is re-inventing the wine business for a new generation of consumers.

 Please note this session will not be available for on-demand viewing and must be watched live.

Daniel Kleinman

Chief Brand Officer Deutsch Family Wine & Spirits

THE FUTURE IS IMMERSIVE

Ashley McCollum, Head of Immersive Media Solutions at Roblox and Mat Zucker, Chief Marketing Officer at Prophet, share the power of gaming and immersive experiences for today's brands. Ashley spells out what you need to know about the market opportunity, who's in it, where growth is happening, and shares examples of brands brilliantly activating in the space. It's a window into a world where creativity, community, and commerce are converging in ways we couldn't have imagined just a few years ago.

Ashley McCollum

Head of Immersive Media Solutions Roblox

SCALING CREATIVE EXCELLENCE IN RETAIL

The future of retail requires new approaches to marketing agility and innovation. Target is evolving its creative capabilities to deliver for its guests by building an organization combining enterprise scale with nimble creative development. This session will explore how Target  is shaping a modern marketing organization that delivers breakthrough creative.

Michelle Mesenburg

Senior Vice President, Marketing Target

CONVERSE – ALWAYS CREATING AND EXPERIMENTING

What’s the secret to keeping a century-old brand fresh? For Converse, it’s their mission. Converse is empowering today’s daring spirit of youth by celebrating freedom of expression through individuals and their movement(s). Converse constantly evolves to think and behave in new ways to ensure they continue to stand for creativity, rebellion and daring spirit for the next 100 years.

Please note this session will not be available for on-demand viewing and must be watched live.

Brandon Avery

Head of Global Experience Converse

CLOSING REMARKS

Stephanie Fierman

EVP, Head of the Brand Practice ANA

Join us as we shine a spotlight on the top brands and agencies behind the most impactful and creative Brand Activation marketing campaigns, with Gold, Silver, and Bronze awards across 31 categories. The evening will also feature key moments, including the presentation of the SeeHer GEM Award, the Gold Mailbox Award, and the ultimate honor – the Super REGGIE – awarded to the single most outstanding campaign of the year as chosen by the exclusive Super REGGIE Jury.

MEASURING THE VALUE OF BRAND: HOW TO APPROACH IT & WHY IT IS MORE IMPORTANT THAN EVER

In this presentation, OptiMine will reveal proven strategies for measuring the true impact of brand investments—including how to quantify brand health in ways that resonate beyond the marketing team. The session will also feature real-world case studies, including cautionary examples of what happens when brands “go dark” and pull back on brand-building efforts. Attendees will leave with actionable insights, data-backed frameworks, and the tools they need to confidently partner with finance teams and defend brand investment during budget planning.

Matt Voda

CEO OptiMine

WELCOME REMARKS AND HOUSEKEEPING

Stephanie Fierman

EVP, Head of the Brand Practice ANA

MEET POPSOCKETS, AGAIN: TRANSFORMING A BELOVED PRODUCT INTO A GLOBAL LIFESTYLE BRAND

Everyone has seen the iconic grip on the back of smartphones around the world, but many don't know the brand behind the product. It's time to meet PopSockets, again. Founded in a garage in Boulder, Colorado, the brand has evolved to become a lifestyle brand that enables your phone to become an extension of yourself. Join us as we share how the PopSockets team is defining the company’s next chapter through an expanded ecosystem of products, a reinvigoration of the brand, and a marketing strategy that is putting PopSockets back in the minds (and hearts) of fans both old and new.

Emily Sly

Head of Marketing PopSockets

FOX SPORTS PRESENTS: THE ROAD TO FIFA WORLD CUP 2026

The 2026 FIFA Men’s World Cup is poised to be a landmark event with significant cultural impact both in the United States and worldwide. This session will explore how FOX Sports, the official broadcast partner of the World Cup, is preparing for the event and discuss its potential implications for brands in the years ahead.

Robert Gottlieb

President, Marketing FOX Sports

SELLING THE VALUE OF BRAND TO THE C-SUITE

Strong brand building and strategic creativity are vital for driving growth, but CMOs often struggle to persuade the rest of the C-Suite to agree. Brands’ intangibility can make them challenging to grasp, but those who prioritize and nurture them like true business assets reap great tangible rewards. In this exciting session, we’ll hear a CEO, CMO and CFO from different brands discuss “what works” when positioning brand as a true growth driver and how vital it is to align marketing strategies with business goals.

Cynthia Chu

Chief Financial Officer and Growth Officer Audible

FIRESTARTER SESSION BY USPS:  PUT YOUR BRAND IN YOUR CUSTOMER’S HANDS: INNOVATIVE EXAMPLES OF DIRECT MAIL

Discover how omnichannel marketing featuring direct mail can spark meaningful engagement, drive awareness, and tell your brand story in a memorable way. Get inspired by innovative mail pieces that break through the noise and create lasting brand impact.

Eddie Alvarran

Customer Marketing United States Postal Service

INTELLIGENT EXPERIENCES: THE INTENTION ECONOMY

Today’s consumers reveal their needs across interactions and channels, and brands react. Soon, emerging technologies such as AI will enable intelligent experiences that anticipate needs, creating hyper-personalized interactions between brands and individuals. We call this next wave of brand experience “IX”.

Michael Olaye

EVP, Managing Director Huge

TOWN HALL – KEY ISSUES AND TOPICS

Provocateur: Bill Duggan

Group EVP ANA

CLOSING REMARKS

Stephanie Fierman

EVP, Head of the Brand Practice ANA