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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.

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The Art of Influencer Marketing

Anne Candido

90% of decision making comes from the heart center. Yes, it’s emotional NOT cognitive. Though this has always been the truth, the impact of this on brands has just been realized in the last 20 years. During this time, traditional controlled channels (tv, print, and radio) were usurped with the birth of the internet and 24/7 access to information in many different forms through a plethora of channels. And with this came the surge of voices…people you didn’t even know but took as “experts”, events that took place in other places that you would like to go to but can’t…all of a sudden, people were being “influenced” by people, events, properties, organizations outside the brand’s control. Panic and chaos ensued.

This session is designed to alleviate your panic and calm your overwhelm by getting you familiarized with the world of Influencer Marketing and then guide you through a proven process that will help you define an influencer ecosystem that will effectively engage YOUR desired customer base. We will also talk the infrastructure needed to support you ecosystem.

This session can be a keynote (1-1.5 hour overview) or a more in-depth interactive session (3-4 hours). Want more personalized guidance? Consulting packages are available at a discount with the purchase of the session.

takeaways

  • Simplify from what you can do to what you should do to grow your business.
  • Provides fundamental understanding so that you can maximize your investment.
  • Have an actionable strategy that you can implement immediately.

Every Program Purchase Includes

  • Gear Checks and Final Systems Check: Your Geniecast Experience Specialist will test the audio, video, and internet connection for your primary location as well as the Genie (Presenter).
  • Expert Feature Management: Customized features are available to Cast participants per Client specification.
  • Live Technical Support: We’re with you every step of the way to ensure a smooth end-to-end Cast experience.