Anne Candido is the founder of Go for 2, a Brand "Love" Building consultancy aimed at developing unexpected yet authentic connections to people's heart, mind and soul resulting in accelerated customer acquisition and revenue generation.
A 20+ year veteran of P&G, Anne has been a thought-leader and architect in cultivating brand love as a means of driving business growth. Through her work on programs like the London 2012 Olympic "Thank You, Mom" campaign, the Cannes award winning Tide Super Bowl Campaigns #BradshawStain and #TideAd, and the Dreft "Smell of Love" campaign, she has a fine-tuned process to help brands dig deep to discover untapped potential that when realized, magnifies brand love impact and stimulates customer acquisition and the opportunity for incremental revenue generation.
Through partnerships with properties like the NFL, Joe Gibbs Racing, United States Olympic Committee, and NYC Fashion Week, Anne has become an expert in defining how brands can maximize influencers, spokespeople, thought-leaders and credentialers to create relevancy, differentiation and ambassadorship. This expertise has also translated into effective use of social sustainability as evidenced by her leadership of the "Tide Loads of Hope" program. Her work has resulted in billions of high-impact impressions both nationally and locally, across all influencer verticals and channels including: Ellen, Today, GMA, WSJ, NYT, People, HuffPo, Popsugar, SI, ESPN and BabyCenter just to name a few. Anne resides in Cincinnati, Oh, with her husband, Tony, and their blendedfamily of 4 "adults in-training".
She graduated from the University of Dayton (1998) with a BS in Mechanical Engineering which ironically led her to discover the importance of brand love through her first decade in P&G's R&D organization where she developed products that truly made a difference in people's lives. She took that knowledge into Communications where she spent her second decade bridging marketing and public relations into a Brand Building discipline. Anne believes in the power of being connected in mind, body and spirit and that grit is the secret to success.
PS: If you Google me, look under "Anne Westbrook, P&G" too.