Ana Andjelic is a strategy executive and doctor of sociology. She seamlessly moves between technology, business, and creativity, and is equally passionate about observing the counterfeit luxury goods scene on Canal street as she is about advising MIT Media Lab students on how to launch their ideas into the real world. Read More >
Surviving the Attack of the Algorithm | FashionTech Berlin
How to Make Content Stand Out in the Streaming Age | Cannes Lions
Truth Be Told | Digitas Newfront 2019
Why Store of the Future Doesn’t Want To Sell You Anything
So much talk about retail dying, that we tend to lose sight of the simple things that actually make a difference. Stuck in their old ways of operating, retailers could easily think that they're doomed. But all it takes is an understanding of human psychology, and a dash of innovation. The story of retail decline isn’t uniform, and we are again and again surprised how startups can turn retail into experiences that generates such a buzz, and a lot of revenue. I will specifically explore the 5 innovation layers: materials, customer experience, media, commerce, and organizational innovation to illustrate why and how we need to think about innovation strategically, rather than tactically.
The combination algorithms and brand strategy is irresistible. By matching supply and demand as closely as possible, algorithms learn about our preferences and shopping behaviors, predict what we’d like, develop tailored recommendations — and increase the likelihood of a transaction. But, at the same time, by turning products, services and content into commodities, algorithms, by default, are the opposite of brands. The modern test of brand strength is its resistance to the algorithm. The true challenge for brands is then not how to accelerate algorithm-induced product commoditization, but how to circumvent it. Despite the hype, algorithms are mostly incremental improvements on the traditional brand strategy where the core user activity is product purchase. Brands today are in the race of offering more. The next wave of brand disruption is happening not in the domain of targeting and efficiency, but in the domain of purpose.
Across industries, success is more unpredictable than ever. When it comes to culture-driven products, things that worked in the past often do not work in the future – the sheer number of Avengers sequels notwithstanding. But despite the inherent unpredictability of our tastes and the complex way they interact, brands still place a heavy bet on pattern recognition. These patterns: be it a proprietary product, low-cost customer acquisition tactics, or the ability to reach scale fast – are hardly reliable predictors of success. In addition to the usual signals, brands should look into whether or not a company has roots in trend or subculture. This talk will explore best practices of upstarts that rooted their growth into zeitgeist and/or a passionate initial community of followers.
Selecting the right marketing technology to reach a brand’s target customers at the right time is a million-dollar question. In this talk, I will explore what the new technologies and capabilities are being deployed to power marketing campaigns, how brands can better market the customer experience across the online and offline journey, and how brands can capitalize on data to recognize and support their consumers’ passions. As marketers start the new decade, it is pressing to understand how they can adapt and stay up to speed with the high rate of change, while integrating the new skillsets, methodologies, capabilities, and new tools and new technologies.
“I have had the pleasure to be working with Ana through collaboration around a transparency Hack that was arranged by H&M GROUP in LA. Ana brought very interesting new insight around the topic of transparency with focus on consumers. She is very engaging, knowledgeable and inspirational in her speaks. She is very professional in her approach and she has ability to charm the audience with her wits and charms. I highly recommend her as a public speaker.”
“I am hosting conferences for more than 10 years and rarely bring speakers twice on stage at the same conference. Ana is one of these rare exceptions. She can speak about almost everything in the area of fashion, retail and digitalisation. Her speeches are fun and always filled with best cases, which makes it easy to listen and to get inspired. Having worked for well known global brands and her sociology background provides the in-depth credibility of how to innovate in times of digitalisation. Our audience and media always loved her speeches, which is most important.”
“Ana provides a refreshingly unique, smart and compelling perspective on modern day brand transformation - bridging a discourse across cultural, digital, business and media strategies.”
“The world needs more people like Ana. Strong minded, empathetic, vigorous thinkers. Comfortable with ambiguity, happy to study data, but more likely to find enlightenment by joining up the dots in the real word. Both a thinker and doer, strategist and creative, big picture and detail, Ana is a tremendous progressive force in a wide variety of projects and roles.”
Email Your List
You’ve reached your maximum number of speakers for this list.
Email Your List