Evening

• Welcome Reception & Dinner
  Join us at 5:00 p.m. 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.
  

  Alex Sheen

  Founder

  because I said I would

  
• VIP After Party
  *Family, partners and friends welcome to join

Morning

• Insights Breakfast
  Start your day with a delicious hot breakfast and coffee on the Lawn. Connect with fellow attendees, speakers, and sponsors, and get ready for an exciting day of learning and inspiration.
  In Partnership With

  
• Welcome address
  Norm de Greve, CMO, General Motors & MMA Global Board Chair
  

  Norman De Greve

  SVP & Chief Marketing Officer

  General Motors

  
• Opening Keynote, From CMO to CEO: Lessons I Wish I'd Known Earlier
  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.
  

  Jeff Jones

  CEO

  H&R Block

  

Content Sessions including:

• A Financial Formula for Connecting Marketing to Finance
  Walk away with a proven finance-approved mathematical formula that ties marketing investments to business outcomes—the CFO will be impressed.
• New Marketing Operating Model & Org Strategies
  Hear how top CMOs are reengineering their teams and organizational strategies - the Fact is that it has nothing to do with the boxes on the chart.
  

  Andrea Brimmer

  Chief Marketing and Public Relations Officer

  Ally Financial

  

  

  Rebecca Messina

  Former Global Chief Marketing Officer

  Uber
• Disney's Rita Ferro, President, Global Advertising, The Walt Disney Company
  Top-rated session previously at CMO & CEO Summit
  

  Rita Ferro

  President, Global Advertising

  Disney

  
• Actual Value of Brand for CMOs AND CFOs
  Learn how leading CMOs are translating brand value into financial terminology that CFOs can understand, collaborate with, and value.
• Revolutionary Targeting Strategy Innovation
  Targeting strategies have typically relied on demographic similarity or past consumer behavior, but what if they should have been based on brain science to enhance marketing performance? The data strongly suggests that.
• Consumer Trends on AI Usage
  So new it's still fresh, research reveals how consumers are embracing AI in their daily lives and what this means for marketing strategies.

Afternoon:

Peer-Driven Deep Dive Sessions:

• Unifying Short and Long-Term Marketing Impact
  Measuring True Sales and Brand Growth
• The Future of Search
• Tapping Creator Power: What Advertisers Need to Know About CTV's Next Chapter
• State of UMM: Does It Address What is Wrong with Measurement for Marketers?
• Redefining Media Quality: How Attention Metrics Drive Smarter Marketing Outcomes

Evening:

• Cocktail Reception & Dinner at Santa Barbara Polo & Racquet Club
  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 and exquisite cuisine crafted by the Club.
• After Party at The Ritz-Carlton Bacara
  *Guests welcome to join

Morning & Early Afternoon

• Insights Breakfast
  Kick off Tuesday with another engaging Insights Breakfast, offering fresh perspectives and new connections. As you enjoy a hot breakfast and coffee, dive into meaningful discussions with peers and industry leaders, fueling ideas for another exciting day ahead.
  In Partnership With

  
• MMA Welcome
  Greg Stuart, CEO, MMA Global
  

  Greg Stuart

  CEO

  MMA Global

  

Content Sessions Including:

• AI's Role in Creative Effectiveness
  Explore groundbreaking new research to determine whether AI can genuinely produce creative work that performs as well—or even better—than humans.
• Long vs. Short-term Research
  After five years of development, discover the latest facts and science on balancing brand-building with performance marketing to achieve sustained, scalable business growth.
• Agentic AI Creative Experiments
  Discover real-world applications of experiments showcasing how AI is not only assisting but also acting independently in creative development, fundamentally transforming the landscape of marketing forever.
• Value & Impact of Personalization
  22 experiments conducted by 12 brands have provided MMA with insights into how advanced personalization is delivering business impact or when it fails. However, either way, personalization is genuinely a monster challenge.
• Personalization, State Of
  Preview MMA's definitive new study on the state of personalization—what works, what doesn't, and what comes next.
• Performance Marketing, State Of
  Explore the findings of MMA's first global survey on performance marketing, which reveals trends, challenges, and the different approaches leaders are taking.
• Video Advertising, State Of
  Gain a data-driven perspective on how video advertising is evolving across platforms and formats, and where marketers are discovering the highest returns.

Late Afternoon:

Optional Networking Activities:

• The Spectrum Reach Polo Club Experience
• The Tongal Yacht Rock Experience
• Assembly Uncorked: A Toast Among Friends
• An Afternoon of Croquet on The Bluff