Join us for a welcome reception to kick off the Summit and network with MMA Global Board Members and other top marketers and execs. Following the Welcome Reception, we'll sit for dinner and hear from keynote speaker, Alex Sheen, Founder, because I said I would.
Alex Sheen believes that every individual has the strength to become a person of their word. In this session, Alex shares his insights and actionable ways to become better at fulfilling commitments. He inspires others to become more accountable to their promises through compelling and real-life examples from the because I said I would movement.
Guests are invited to end their evening with a nightcap at the Sunday after party. Join us on the Oval Lawn to enjoy an interactive dessert station, premium bar, and a coffee. Whether you're here to mingle or just relax, it's the perfect close out Day 1 and a wonderful opportunity to continue networking with colleagues.
Start your Summit experience with a hot breakfast and fresh coffee on the Ballroom Terrace Lawn. Network with fellow attendees and kick off the day with a thought-provoking session discussing AI Trends.
Be sure to attend this breakfast for your chance to win an exclusive giveaway!
Delve into the transformative AI trends that are reshaping the marketing landscape. Discover how AI integration with creators, the emergence of intelligent agents, and the development of new immersive experiences are revolutionizing the industry. Gain insights into how these trends can drive growth and innovation, equipping CMOs and CEOs with the knowledge needed to lead in a rapidly evolving digital world.
The AI Experience Hall (New This Year!): Step into the AI Experience Hall, located next to the Networking Lounge, and explore quick, hands-on AI interactions that are new, fun, and truly innovative. Open Monday & Tuesday.
Since 2017, Jeff Jones has served as the President and CEO of H&R Block, which provides help and inspires confidence in its clients and communities everywhere through global tax preparation services, financial products, and small business solutions. Prior to H&R Block, Jeff was the President of Global Ridesharing at Uber and the Chief Marketing Officer at Target and Gap. During the session, Jeff will share how being a CMO prepared him for his current role and the eye-opening revelations he's had since becoming CEO.
FIRST TIME EVER SEEN: Based on nearly three years of development, we will unveil the actual formula that translates marketing metrics into the language of a CFO. As 7 out of 10 organizations don't currently trust their marketing measurement, this holds significant potential to elevate the stature of marketing to the entire C-Suite. This initiative, requested by the CMOs on MMA's Global Board, aims to support the CFO from merely cutting the marketing budget to achieve short-term P&L goals (drop mic). At the very least, it will help the CMO in communicating in the CFO's language to make collaborative decisions. We need this to be an industry standard, and so we will share how you can help and benefit from this revolutionary thinking.
Join Andrea Brimmer, Chief Marketing & PR Officer at Ally, and Rebecca Messina, Partner at Marcaps, for an engaging discussion about designing a growth-focused marketing organization that's ready for the future. They'll discuss the foundations for setting up an organization based on competitive advantage, how to design intentional integration points, and why the org chart is one of the last things leaders should be thinking about. They'll also showcase Ally's recent and ongoing redesign – a unique look at how marketing is poised to drive growth for the company's new focused strategy.
Recharge with snacks featuring recipes curated by Raptive creators. Take a moment to connect with fellow attendees and speakers while learning more about Raptive’s community.
Today’s sports landscape is being reshaped by the growing influence of the female fan and consumer. This conversation will explore what that means for brands, what it takes to meet the moment, and how to lean into the increasingly female-powered modern fan. Women have long held substantial purchasing power, but today, that influence is expanding. With more wealth shifting into their hands and a continued growing role in financial decision-making, women are becoming an even greater cultural and commercial force across the sports ecosystem.
NEW RESEARCH: In this session, MMA and BCG will share new findings from an exclusive CMO survey that explores how AI is influencing key aspects of the marketing operating model. AI is reshaping marketing — specifically the future of how we work across the full operating model internally and externally. Learn how leading organizations are navigating the shifting boundaries between in-house and agency work, which creative and media workflows are most ripe for disruption, and how accountability for performance is evolving across functions. This discussion will offer actionable insights into building a more agile, AI-ready marketing organization.
Four years in the making, this revolutionary, never-before-done methodology shares the ROI of the brand and its impact on sales, customer acquisition, and retention. Join this session to see what we’ve learned from the last four years of brand research.
In this discussion, hear how AT&T is turning brand into cash flow—and how they're using the Brand as Performance methodology to help make the case for brand investment.
NEW RESEARCH: MMA's first global survey on the state of performance marketing underscores that while performance now dominates marketing budgets, it still lacks clear strategic ownership. This quick session unpacks key insights from over 400 senior marketers worldwide – highlighting growing complexity, capability gaps, and the rising urgency to unify measurement, martech, and talent in the race for accountability and speed. Thanks to Adobe for helping us get this right.
Join Toby Barlow, CEO of Lafayette American agency and MMA CEO Greg Stuart for the big reveal of MMA's new brand repositioning. This isn't just a logo refresh – it's a redefinition of who MMA is and the impact we bring to CMOs, CEOs, and our future of marketing. Given the incredible success of MMA's POSSIBLE event, MMA is really on the move. You'll get a first look at our new identity, refreshed language, and an idea so audacious it just might spark a market activation on the spot. Come for the creativity, stay for the strategy – and leave with a new way to talk about marketing's power. Next, perhaps marketing needs a positioning refresh?
Refuel and reconnect after a morning of inspiration. Enjoy lunch, build meaningful connections, and explore fresh ideas in marketing and AI alongside industry leaders.
Marketing analytics has rapidly evolved into true commercial measurement, shifting C-suite expectations from occasional insights to always-on, embedded decision-making tools. Leaders must assess their organization’s maturity and build roadmaps for AI-driven optimization that delivers measurable revenue impact.
Join Jon Francis (GM) and Doug Brooks (Ipsos MMA) as they explore GM’s transformation, along with transformation stories across industries connecting marketing, finance, operations, and agency partners through unified commercial measurement. This interactive discussion will feature real-world case studies, best practices, and industry benchmarks—covering AI use cases, marketing data strategies, and demystifying ad-tech for executives.
Sharpen your approach. Measure what matters. Drive business impact.
Creator-led content has redefined how audiences connect with stories—and it’s reshaping expectations for advertising on CTV. In this interactive discussion led by Tubi, we will explore how brands can tap into creator energy in ways that feel authentic, not forced. This candid conversation is all about what’s working, what’s not, and where we go next. Bring your questions, ideas, and experiences—this session is built for dialogue.
In a marketplace defined by constant disruption and fractured customer behavior, the gap between CEOs and CMOs is no longer a mild misalignment—it’s a potential growth killer. As organizations scramble to adapt, no single leader "owns" the customer. But marketing holds the power to unify the experience—connecting sales, digital, support, product, and finance into one cohesive strategy.
Here’s the friction: 70% of CEOs judge marketing by revenue and margin, while only 35% of CMOs prioritize those metrics. That misalignment? It’s costing companies clarity, cohesion, and competitive edge.
The upside? Organizations that embed marketing at the heart of their growth agenda are 1.4x more likely to outpace their peers.
This dynamic session explores how elevating the CMO—and forging alignment with the CEO and CFO—can unlock sustainable, high-impact growth. It’s time to close the gap and lead from the front.
Grab a snack and spark a new conversation. Featuring recipes curated by Raptive’s creators, this break is a chance to take a breather and engage with fellow attendees.
Marketing leaders are under mounting pressure to justify every dollar spent, yet many are still relying on legacy models—like traditional Marketing Mix Modeling (MMM)—that don’t reflect the speed or nuance of today’s media strategies. These models often overlook the full impact of digital and highly targeted campaigns, leading to underinvestment in key growth areas.
This session opens a practical dialogue on how Unified Measurement can help close that gap. It explores an evolution of MMM—one that combines historical modeling with real-time experimentation to improve accuracy, agility, and cross-functional trust. Attendees will hear a brief framing presentation, then engage in a peer discussion focused on how to modernize measurement to better reflect performance, defend media budgets, and enable more informed decisions.
This is a collaborative exchange of what's working—and what’s getting in the way. CMOs will walk away with a clearer sense of how peers are navigating measurement modernization, what tools and alignment strategies they’re testing, and where the industry is headed next.
Marketers have been focused on attention for years—but translating those signals into measurable outcomes has often been slow and fragmented. In this interactive session, we’ll explore what it takes to bridge that gap with greater speed and clarity.
You’ll hear how the iFit brand NordicTrack used new integrations between Upwave and Adelaide to dramatically streamline their approach—cutting validation time by 80%.
More importantly, we’ll open the conversation:
Join us for a practical exchange on how smarter attention metrics can shape more effective media strategies and reduce wasted investment.
The pace of change in marketing has never been faster, driven by seismic shifts in consumer behavior and the rapid advancements of AI. Join Google's President of the Americas, Sean Downey, and Sephora CMO, Zena Arnold, for an engaging session exploring how AI is redefining the future of marketing.
Discover how Google Search, superpowered by AI, is bringing generative AI to more people than any other product globally, while groundbreaking GenAI tools like Veo are unlocking unprecedented creative and growth potential on YouTube and beyond. You’ll hear how Sephora is navigating changing consumer expectations, integrating AI across their marketing processes, and tapping into the creator ecosystem, all to unlock tangible business outcomes.
This session will equip CMOs with actionable strategies for leading through accelerated change and innovation, and foster a dialogue on ways to unlock greater business growth, new ways of working, and harness the transformative power of AI.
Monday night’s dinner is one not to miss! The dinner will take place at the Santa Barbara Polo & Racquet Club, the premier destination for polo on the West Coast. Guests will mix and mingle against the beautiful backdrop of the American Riveria. Enjoy stunning photo opportunities on the polo field, live entertainment provided by iHeartMedia, Inc. and exquisite cuisine crafted by the Club.
Close out the day with a lively celebration on the Ocean Terrace, located near the Lobby. Enjoy cocktails, late-night bites, and an interactive dessert bar while a DJ keeps the energy high. Unwind with fellow Summit guests in a vibrant evening setting.
Begin your morning with a hearty breakfast, coffee, and fresh ideas. Join fellow leaders for insightful conversation to spark your thinking for the day ahead.
After 25 years of helping brands grow, one truth remains clear: measurement is only powerful when it drives real business outcomes. Yet many organizations still rely on outdated metrics and siloed reporting. In this session, Maggie Merklin, Chief Customer Officer at Analytic Partners, shares five imperatives that define future-ready marketing—from turning data into expertise and aligning cross-functional teams to measuring creative and planning forward. Backed by ROI Genome® insights, Maggie will reveal how leading brands are transforming measurement into a strategic engine for commercial growth.
NEW BRAND EXPERIMENTS: AI's killer app is personalization! And MMA's Consortium for AI Personalization (CAP) initiative has now conducted 21 studies, and the average performance increase is +149%. See new studies from AT&T and GM on their experiences supporting personalization within the company (harder than you think) and the strongest results to date. Find out how they achieved that. This is MUST-SEE insight.
NEVER-BEFORE-SEEN INITIATIVE: Three weeks ago, two marketers agreed to see if they could fully produce video ads using just Agentic AI. You'll judge for yourself the outcome. (Heck, we don't even know as we are still in the 3-week sprint.) But to suggest that AI is not about to completely remake marketing and advertising means you're not paying attention. This will help you understand the current state, and opportunity (speaking of opportunity, we'll have a gift for you on this, so stick around). Thanks to Monks for making this happen and Choice Hotels and Dave.com for digging in.
In today’s attention-starved, content-saturated world, relevance alone won’t win. Customers are bombarded with messages across every channel, and brands have only seconds to make a meaningful connection. Even the most advanced personalization strategies fall flat if they don’t spark emotion, inspire action, and build trust. This discussion explores how integrating creativity + marketing + AI empowers CMOs to build experiences that spark loyalty, drive growth, and make brands unforgettable.
NEW RESEARCH: Get a first look at MMA's new State of Personalization survey, revealing a sharp disconnect between marketers' big ambitions and their ability to scale. While early results show promise, most personalization efforts remain stuck in manual execution – limiting agility and impact. This session spotlights the gap between aspiration and reality, and what it means for the future of personalized marketing. Thanks to the partnership with Monks and EY to get this right (note: this is not sponsored – they just helped MMA get it right).
NEW BRAND EXPERIMENTS: If there is one session you must attend, this is it. What if we told you that the industry has all been wrong on how to think about segmentation strategy? MMA's Movable Middles Growth Framework™ is proving that appears to be the case.
This session with GM and Campbell's will update you on recent experiments they have conducted that are dramatically changing how they think about targeting strategies. Stay to the end, we have an offer for all marketers (and publishers) to really help you figure this out for yourself. Guess we always suspected this…after all, only 26% of marketers are confident in their audience targeting.
Given that MMA and its Marketing Attribution Think Tank is rethinking (and scientifically validating) how to produce and measure growth, we'll take 5 minutes to tell you where we are going next, and how you can take advantage of it. We'll be brief.
Pick up a snack or drink and connect with fellow attendees and speakers. Stop by to learn more about SCRIPPS and continue the conversation.
NEVER-BEFORE-SEEN RESEARCH: AI is advancing at breakneck speed—what felt unimaginable just yesterday is now part of everyday life. But how fast is this transformation really happening, and where is consumer interest heating up when it comes to real-world AI applications?
This early-stage, “wet paint” research—developed in partnership with Kantar—dives into how consumers are engaging with AI, which behaviors are being reshaped—and what that means for brands trying to stay ahead of the curve.
Be among the first to uncover where consumers stand today—and where they’re heading next.
MMA via its AI Leadership Consortium is on a tear in transforming Marketers' application and rollout of AI.
What makes creative truly effective? In this session, we unveil the results of a groundbreaking experiment that used AI to decode the elements of high-performing creative for a major global brand. By analyzing thousands of assets and against outcomes, AI surfaced patterns and principles that reveal what really drives impact. Learn how data-driven creativity is reshaping the creative process and what this means for marketers seeking both scale and effectiveness.
A grab-and-go lunch will be available so you can enjoy a quick bite before heading out for your afternoon activity.
Andrew Somer
SVP Membership and Summit Partnerships
MMA Global
M: +1 646.717.2559
E: [email protected]
