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Ana  Andjelic

Ana Andjelic

Strategy Executive


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 >

Ana was selected by Forbes as one of the top 50 CMOs in 2018, who serve as models of new, emerging, and disruptive chief marketer. Prior to it, Ana was recognized as one of the Luxury Women to Watch by Luxury Daily and one of the top 10 digital strategists by The Guardian. She is frequently quoted in British Vogue, Financial Times, FT’s How To Spend It, Wired, and Frame Magazine, and am an expert source for trend companies like The Future Laboratory, Red Scout, and WSGN. She will come out with her first book, published by Taylor & Francis, during fall of 2020, called The Business of Aspiration.

Ana frequently serves on the juries for creative awards in the advertising and luxury industries, and have written and spoken extensively about modern retail, brand strategy, and business innovation in publications including The Guardian, Fast Company, AdAge, Adweek, LeanLuxe, Luxury Daily, Glossy, Campaign, and Form Design Magazine, among others.

Focus on Ana’s work is brand and business growth through integration of technology in organizations, communications, and operations. Her areas of specialization are brand-building, go-to-market strategy, customer acquisition and retention, inventory management, content and community growth, e-commerce, membership programs, collaborations, and organizational change.

Ana holds a Ph.D. in Sociology and M.A. in Media Studies. This background gives her a deep understanding of the emerging social and economic dynamics across the vast array of industries, and adoption and spreading of new trends. It also informs her my strategic approach to organizational transformation as the backbone of the business and brand growth.

In the course of her career, Ana worked with global brands in the US, Europe, and Asia and in industries as diverse as fashion retail, luxury, lifestyle, automotive, financial services, media and publishing, telecom, sustainable energy, spirits, beauty, packaged goods, home furnishing, jewelry, entertainment, travel and hospitality.

She lives with her husband in New York City. Read Less ^

Speaker Videos

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

Mastered Promo

Why Store of the Future Doesn’t Want To Sell You Anything

Speech Topics

Retail Isn’t Dead: Five Layers of Innovation to Keep it Alive

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.

How Brands Can Survive the Attack of the Algorithm in the Experience Economy

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.

Before Hacking Growth, Brands Must Hack Culture First

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.

How Technology & Data are Shaping Shopper Marketing Trends

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.

Books & Media


The Business of Aspiration