Major Brands Take the ANA Masters Spotlight

Posted on by Beth Negus Viveiros

Want to run with the big brands? This week’s ANA Masters of Marketing conference in Orlando will give you the chance to do just that.

ana-logoI’ll be traveling down to Orlando to cover the show for the first time (follow me on Twitter for updates Thursday and Friday). The line-up of brands ready to share what is driving growth for their organizations is impressive.

Among the highlights:

  • Putting your brand champions at the center of everything you do will be the focus of a general session led by Mark W. Addicks, senior VP and CMO of General Mills Inc. He’ll share how flagship brands like Pillsbury, Cheerios and Lucky Charms are building relationships and keeping relevant.
  • On the sweet side, American Licorice Co. communications manger Michael Kelly will discuss how his brand is using targeted paid media to amplify creative content and trigger brand engagement on a limited budget.
  • Nissan made increasing brand value the core objective for its mid-term plan. Roel De Vries, corporate vice president, global head of marketing, communications and brand strategy will share the company’s progress towards improving the value of its brands while growing both the top and bottom line.
  • Target has been in the news this year, and not all of the press has been positive. How the brand is rebuilding consumer confidence will be the focus of a discussion led by Jeffrey J. Jones II, executive vice president and CMO of the retailer.
  • When Chobani was founded, Greek yogurt was only one percent of the yogurt market. Now, it comprises more than half of the category. Peter McGuinness, chief marketing and brand officer will offer up his thoughts on how the brand is positioning itself as a category leader.

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