Michelin delves into sustainability, with a spotlight on their strategic communication of its value proposition. Through real-life applications and tangible insights, we’ll explore how to effectively navigate market perceptions surrounding the costs of sustainable practices, segmented customers based on their sustainability priorities, and messages that resonate across diverse buyer personas.

Northwestern Mutual will unravel the nuances of connecting brand campaigns with tangible outcomes, emphasizing the importance of a synchronized approach to marketing efforts. Through real-world examples and practical insights, attendees will gain a deeper understanding of how to bridge the gap between brand awareness and lead generation, driving meaningful business results.

Delve into the impact of generative AI on marketing practices and outline how teams can make use of today’s tools to create higher-performing campaigns by identifying key personas, adjusting messages by journey stage, building a repeatable style, and creating testable content in multiple formats.

In this video, get a two-minute overview of the 2024 ANA Masters of B2B Marketing Conference

"AI" is a major focus in the industry, particularly in the creative sector, offering opportunities to bridge the gap between ideas and their realization while enabling scalable personalization. Andrew Robertson will discuss the current and future state of AI in advertising, emphasizing its potential for cost reduction and efficiency improvements for a procurement/financial audience.

SAP's Tim Hoppin provides concrete tips and lessons for balancing brand strategy with creative principles.

Media represents the largest marketing investment for many companies, and Kimberly-Clark has shared practical strategies to drive organizational change and alignment in this dynamic landscape. By offering real-world examples and actionable insights on crafting effective pitches, identifying key stakeholders, and fostering collaboration, they demonstrated how to optimize media investments and enhance agency relationships.

Ken Turner, CMO at Fanatics Collectibles, will discuss how he and his team refreshed the Topps brand, outlining how they were able to leverage existing assets in new ways to drive cultural relevance.

The Hatch, built by uniting various creative teams to deliver outstanding business results for Cisco, has reduced its roster from 400 external agencies to 40, gaining a larger share of the workload. Three years ago, a new CMO boosted this in-house B2B evolution by emphasizing creativity in Cisco’s brand transformation, a journey highlighted by Patti Cocciolo, VP of global brand marketing, focusing on the importance of finding the right talent and growth champions.

San Diego Zoo Wildlife Alliance, an international nonprofit, operates the San Diego Zoo and Safari Park, empowering people to connect with nature and contribute to wildlife conservation. In response to a fragmented media landscape, the Alliance has launched impactful brand campaigns to deeply engage audiences, with CMO David Miller highlighting their commitment to saving species through expertise in animal care and conservation science.

In this webinar, learn about the challenges that the OLLY brand faces as it pioneers the placement of beautiful and effective products in the highly competitive vitamin and supplements category

In 2019, guns surpassed car accidents as the leading cause of death among children in the U.S. This crisis prompted Northwell Health, New York's largest health care provider, and its agency partner, StrawberryFrog, to find a way to combat the epidemic.

Since joining Boehringer Ingelheim (BI) seven months ago, Katherine Freeley, head of the organization's media center of excellence, has noticed various opportunities to optimize the media strategy. Along with George Manas, CEO of OMD Worldwide — BI's agency partner — Freeley will discuss how she has reimagined the client-agency relationship to fully optimize the power of programmatic media as a growth driver. The pair also will cover agency-compensation models, weighing engagement versus ad quality standards, and more.

This spring, Claire's launched The Collab, a bold evolution of its desire to empower consumers and invite them into the center of the brand to highlight their voices, talents, and creative expression for all to experience. Explore the strategic integration of younger creators, harnessing their fresh perspectives, digital prowess, and cultural influence to shape the future of the Claire's brand through the lens of the generations at the heart of it.

To distinguish your brand in a crowded market, collaboration through contextual creativity and the extensive reach of live sports is crucial. Hampton by Hilton and FOX Sports’ College Football partnership exemplifies this by creating a multi-platform campaign with FOX Sports’ Content Studio, engaging fans across various mediums to boost engagement, awareness, and brand affinity.

Through non-traditional partnerships with influencers, B2B and B2C brands are gaining VIP access to customer wants/needs. Influencers have emerged as a secret weapon for customer research, impacting everything from food flavors to new product development. They are plugged into what makes their fans tick, follow cultural trends closely, can offer diversity in perspective and have access to analytics that showcase what’s resonating. This discussion will provide attendees with examples and tips on how to get maximum benefit from influencers as business partners and extensions of marketing teams.

In this video, get a two minute overview with the best takaways for the conference.

In 2023, Bayer Consumer Health expanded the remit of its 4-year-old in-house agency (known internally as “ContentHaus”) to include decoupled production – effectively centralizing all third-party production management, from asset planning to pre-pro to post. This session will explain the business case for bringing production in-house, the process of building world-class production capability within the business, how Bayer and OLIVER work with Bayer’s roster of external AORs, and the scale, quality, and savings achieved.

Brand purpose can mean putting your purpose before your brand. Taking a backseat to what and who you serve and why you’re there. Who are the heroes in your brand’s story? Often, it’s not you, your logo, product features or your leadership. We’re turning the page on what you’ve learned about great marketing. In this session we’ll discuss how to cast your purpose into brand storytelling as the main character.

Lu Cotterill, global senior director of marketing insights and intelligence at Kellanova, delved into the critical steps needed to embed an AI strategy. She shared three successful AI use cases, exploring how these strategies can be structured and developed for scalability and returns that will pay off today and tomorrow.

Generative AI has moved from hype to production. IBM is leveraging watsonx, its AI and data platform, to transform its clients businesses, and for itself as “Client Zero.” It uses generative AI Assistants and tools internally to support use cases such as reinventing its content supply chain and delivering more customized global campaigns, ensuring thousands of marketers are more empowered in their daily work. Join Joe Rivas, head of Brand, Creative and Content at IBM, to hear how IBM is reinventing work for its clients, and own marketing transformation.

Tim Nollen is a sell-side equity research analyst covering media technology, a broad and evolving landscape including ad tech and streaming services in addition to traditional advertising and media. He provides his insights on the industry and outlook for the future.

An interactive workshop teaching participants how to optimally utilize AI across the marketing lifecycle to ensure alignment with brand guidelines, covering the safe and effective use of AI in data analysis.

No industry is immune to the impacts of AI — embracing it is the only choice we have. ETS’s Global Chief Marketing and Innovation Officer Michelle Froah discusses how the education and workforce organization is leading from the front and working with AI across the enterprise.

Shawn O’Neal, from leading global marketing effectiveness and foresight consultancy Gain Theory, explores how GenAI will transform marketing measurement by helping marketers better understand their target audience, optimize their campaigns in real-time, and ultimately drive better business results.

In a data-driven world where technology is becoming synonymous with marketing, it’s critically important that brands always lead with compelling creative as the central focus for any marketing campaign. Creative is still the key driver of growth and customer engagement where technology and data are key to amplifying that great creative and getting it to the right customer at the right time and place with the right message.

In an era where digital transformation is pivotal, Peter Frey shared the journey of a brand with rich, traditional roots as it navigates through today's modern digital landscape. By developing new digital platforms, a refined customer experience, an extensive email consumer database, and research-driven persona building, Sonny's BBQ has officially entered its next chapter and is currently reaping the rewards. This session showcased how integrating cutting-edge data analytics can rejuvenate and redefine the essence of heritage brands, offering a roadmap to thriving in today's market.

Learn how ADP integrates diverse perspectives, ethical AI, and accessibility into product development to foster inclusive workplaces. This session will reveal ADP's commitment to inclusive language and data governance, showcasing practical strategies that help businesses enhance employee experience and stay competitive. Gain insights into creating products that serve all users effectively in an evolving work environment. There is an art to being this inclusive where the lessons shared will have applicability regardless of the product or industry.

Despite massive sports audiences, women's representation in sports — and in sports media — is not yet universal. Learn how Diageo utilizes sponsorships and partnerships to create acts in culture that drive visibility and celebrate the strides of progress being made in women's sports today.

Join us for an engaging presentation that highlights Lenovo's Product Diversity Office's pioneering efforts in driving product inclusion through innovative strategies. Explore how our approach seamlessly integrates accessibility, diversity, and inclusion into the development process to minimize gender, ethnic, and ability bias inherent in technology and AI. Discover valuable insights into embedding inclusive practices into the innovation process and learn how doing so paves the way for new growth opportunities. Gain practical strategies and real-world examples for creating accessible marketing for future technologies, ensuring that products serve all users in the rapidly evolving tech landscape.

Learn about the correlation between high GEM® scores and increased sales lift, with actionable recommendations for embedding GEM® creative best practices in your marketing efforts to resonate with consumers across genders, races/ethnicities, languages AND generations.

Senior marketing and diversity leaders are set to deliver an exclusive learning opportunity by providing crucial context to AIMM's inclusive marketing progress report. They will boldly share their journeys, conquering barriers related to talent representation, prioritizing and increasing investments in MC&I segments, eliminating bias in ads, championing greater equity in the marketing supply chain, demanding data accuracy in the industry, building industry & community partnerships, and leveraging ERGs. Attendees will glean invaluable insights from their triumphs, trials, and challenges, and discover how they have reshaped their businesses while affirming their impact and fostering growth.

Discover how Adobe's Product Equity team is transforming the way products are designed and developed to prioritize identity and inclusivity. This session will explore sustainable strategies for creating unbiased products, focusing on historically marginalized communities. Learn how equitable practices drive innovation, deepen market penetration, and build brand trust by addressing diverse user needs from the outset.

Anomaly has guided Ally in crafting a future-forward brand, fostering customer affinity through initiatives like its 50/50 pledge for equal ad spend and disruptive marketing strategies aimed at Gen Z, while integrating cutting-edge technology. Join Ally and Anomaly for a discussion on how this financial services leader has cultivated a cult following in a traditionally mundane sector, and what lessons marketers from all industries can glean from their approach.

This session will provide a comprehensive overview of Trinity Health’s first national brand campaign, “We See All of You”. Learn about the campaign’s development, which included research on diverse audiences in various markets to help ensure the campaign’s success. Discover the techniques used to effectively communicate a unified brand identity that honors and acknowledges the unique needs and experiences of each individual within the community it serves. Hear about the strategic launch of this campaign and how it’s being deployed in Trinity Health’s markets to drive brand awareness.

America’s mass food tastes have always been shaped and defined by multicultural sensibilities. From the techniques we envy, to the sauces we savor, to the snacks we crave – the best forecasters have known that The Culture ‘never misses’ when it comes to inferring “what’s hot” and “what’s next” to shape mass America’s flavors and food profiles. Kraft Heinz’ Danielle Spikener, Head of Inclusive Marketing at KraftHeinz moderates a panel of experts who explore the current and future influences that they think will define food innovation and industry for the coming year/s.

Crayola's the Colors of the World crayons feature 24 specially formulated colors representing over 40 global skin tones. Through a partnership with a global skin tone expert and the modeling of the foundation development process, which reproduces skin tones and under tones, the new inclusive crayon colors were uniquely developed. Colors of the World helped Crayola further establish itself as the leader in the industry — providing an opportunity to not just talk about its values but turning its values into something real that has made a tremendous impact on the lives of children around the globe.

Recently recognized as AIMM's "Most Culturally Inclusive Brand" among Asian Americans, McDonald's excels in engaging this influential segment by leveraging anime, Kpop, AI, and VR. This webinar showcases how McDonald's innovative blend of culture and technology sets a new standard in multicultural marketing.

Join us to uncover the striking disparities in sports media coverage of women's sports, which has stagnated since the 1980s. This session delves into an insightful analysis backed by a 30-year old academic study, revealing that women's sports receive only 5% of total sports media investment, often with significantly lower production quality compared to men's sports. Learn how MilkPEP – the Milk Processor Education Program – is challenging these norms by strategically investing in women’s marathons. Discover how this commitment not only advances gender equity in sports but also stimulates growth in the overall dairy category. Gain valuable insights into leveraging sponsorship and media strategies to enhance brand visibility and social impact.

This session will highlight the key findings of ANA AIMM's study "Senior Marketing Leaders Driving Equality, Inclusion, and Systemic Change." The study examining the progress made since AIMM's 2020 industry Pledge to Systemic Change, reveals that marketers remain committed to inclusive progress, yet challenges persist. Join us as we briefly uncover the state of inclusive marketing and grade each pledge commitment.

PepsiCo brands are driving a cultural revolution!  This session will share why Hispanics are a key growth target, how we lean into culture to engage them and how brands can become part of their lives and accelerate growth.

It is important to be able to lead across the generations in the workplace because the modern workforce is becoming increasingly diverse. In this workshop, you will develop an understanding of generational differences and learn to leverage them to create a more inclusive and productive workplace, boost innovation, and foster collaboration and teamwork. Led by a Certified Speaking Professional, skilled presenter, and popular ANA workshop leader, this workshop is packed with exercises that will expand generational understanding and leadership capability.

Generative AI has transitioned from hype to practical application, with IBM using its AI and data platform, watsonx, to transform client businesses and its own operations as "Client Zero." Joe Rivas, head of Brand, Creative, and Content at IBM, discusses how IBM employs generative AI assistants and tools to reinvent its content supply chain, deliver customized global campaigns, and empower thousands of marketers daily, driving both client and internal marketing transformation.

Managing your team size and budget against the ever growing list of project requests is more challenging than ever, however there is a solution. Learn how an array of managed solution options can save your budget and allow your team members to do the work they love while retaining full control of all creative work.