People have changed. They crave experiences over things. And they want those experiences to be personalized and extraordinary, across every touchpoint of their lives. Marketers need to rethink how technology, innovation, media and every other channel can build brands by giving consumers experiences that matter. By executing this new approach with consistency, focus, and depth, brands can create deeper relationships with consumers and drive results for the long term.

This session reveals lessons on how to move from being an advertiser to becoming a true experience provider that drives growth.

Join Gülen Bengi, Lead Chief Marketing Officer at Mars, Incorporated, and Global Chief Growth Officer at Mars Snacking, as we explore how Mars is reshaping consumer engagement at a CPG company with brands that delight millions of people and pets every year, with iconic brands like M&M's®, Snickers®, and Pedigree®. In this session, Gülen shares Mars’ new way of building brands and experiences that puts fans and communities in the driver’s seat through unprecedented co-creation of brand experiences. 

Learn how Mars integrates data-driven strategies, responsible AI, and community-powered brand ecosystems to deliver personalized experiences at scale, while preserving purpose, inclusivity, and trust. This session offers actionable insights for marketers seeking to balance cutting-edge technology with human creativity to foster authentic connections and drive sustainable growth.

Join us for a fireside chat with Craig Coffey, the Founder & President of Way Maker Leadership, as he shares the FIVE things CMOs can do to help make the biggest impact and control their destiny.  Way Maker Leadership is a client-centered executive leadership coaching firm globally recognized for its collaborative approach.  Clients include prominent organizations, such as AT&T, PepsiCo, Logitech, Intuit, LinkedIn, Yum! Brands, and Levi Strauss & Co, to name a few.  Before becoming an executive coach, Craig held senior marketing and CMO roles for Kraft, PepsiCo, Nokia, and Wells Fargo.  Craig is an ANA Leadership instructor and former ANA Board member.   

Change creates risk or opportunity depending on how you respond to it. And it’s hard to argue that things aren’t changing in our industry right now…

The traditional playbook for marketing effectiveness becomes less and less relevant every month that goes by. The brands and marketers who want to grow and compete in this new world need to understand the next-generation playbook and the operating model to deliver it.

In this fireside chat, Eric Fulwiler, CEO and co-founder of Rival, sits down with Bill Neff, Head of Marketing at Yeti — a brand that has built a cult-like following by challenging category norms and staying relentlessly focused on its community. Together, they’ll unpack how Yeti’s bold, values-driven approach to brand building exemplifies the challenger mindset in action. From storytelling to strategy, discover how Yeti is rewriting the rules of engagement and what marketers can learn from their journey to stay ahead in 2026 and beyond.

In a rapidly evolving marketing landscape, the rise of AI is reshaping the skills marketers need to thrive. In this candid fireside chat, Linda Bethea, CMO of Danone North America and Michelle Froah, Global Chief Marketing & Innovation Officer and SVP of Corporate Solutions at ETS share how they’re preparing their teams to work seamlessly with emerging technologies—reskilling and upskilling to amplify creativity, strategy, and execution. They explore how AI is already transforming the way marketing is done, the human skills that will matter most in the years ahead, and bold predictions for what the future holds. From practical talent strategies to visionary insights, this conversation offers an essential roadmap for leaders determined to keep their teams—and themselves—ahead of the curve.

In this fireside chat, Jerusha Harvey (ANA) and Dean Aragon (CEO, Shell Brands International) explore what it truly means for creativity to be effective—work that not only stands out, but also drives outcomes and long-term growth. From unifying definitions of creative effectiveness across industries, to the role of AI in elevating beyond “average outcomes,” the conversation highlights how marketers can embrace efficiency, effectiveness, and elevation. Attendees will gain insights into why curiosity, evidence-based professionalism, and whole-brain thinking are essential for navigating rapid change—whether in B2C or B2B—and how the future of marketing lies in both learning and unlearning.

This session, backed by research and insights from industry thought leaders, offers a glimpse into the creative trends emerging from this year's Lion-winning work and reveals how the smartest brands are adapting to change and what it takes to succeed in today's landscape.

• Share the pen: Moving beyond reacting to fandoms to actively collaborating with them.
• Services with soul: Utilizing technology and data to deliver genuinely human experiences, rather than just generating buzz.
• Play your aces: Doubling down on unique differentiators to solidify brand position in a competitive market, beyond mere playful theatre.
• Small bets, big effects: Navigating today’s fragmented media ecosystem to create meaningful impact for both the brand and its audience.

The festival’s 26,900 award submissions and 1,013 Lions awarded underscored the scale and diversity of creative innovation in 2025. Join us to explore how these trends are reshaping creative communications!

In this fun and engaging session, you will learn the core mindsets of an innovator required to succeed in today’s hyper-competitive environment. This workshop will show you proven techniques to solve real-world business challenges and opportunities. You will walk away with a unique set of tools that you can begin to use immediately to create revolutionary new products and services and create disruption in your industry…and ideas to help solve your business’ greatest challenge!

Stepping into leadership in today’s marketing world requires more than just a new title, it calls for a mindset shift, strategic communication, and the ability to inspire trust and action across cross-functional teams.

Designed for new and emerging leaders, this high-energy workshop blends insights from personal branding, internal influence, and effective communication to help participants grow into the leader their team needs. 
Whether you’ve just stepped into a management role or are looking to position yourself as a future leader, this session delivers a practical framework and actionable tools you can start using immediately.

Key Takeaways:

• A proven blueprint to position yourself as a credible, visible leader
• How to communicate with influence and navigate complex challenges
• Tips for building trust, visibility, and connection across the organization

Perfect for marketers ready to lead from where they are and grow into what’s next.

Join us for an insightful fireside chat with P&G's Head of Brand Talent, where we’ll explore the evolving landscape of marketing talent in a dynamic, consumer-driven world. This session will delve into the skills, strategies, and mindsets that will define the next generation of marketing leaders, addressing how organizations can attract, develop, and retain top talent in an era of rapid digital transformation, shifting consumer behaviors, and increasing demand for purpose-driven branding. Gain exclusive insights from one of the industry’s leading voices on fostering innovation, diversity, and agility within marketing teams to drive brand success in the future.

Marketers, entrepreneurs, and leaders have always had more creative ideas than they could develop & execute. But what if you were not limited by time? Adobe’s Hannah Elsakr shows how generative and agentic AI is becoming a force multiplier for human creativity, helping creators and enterprises bring many, many more thoughtful, engaging campaigns and projects to life.

This session will deep dive into the latest tools being fashioned for programmatic media investments and learn what questions you should be bringing to your agencies in order to maximize value.