More than ever, marketers are focusing on Brand Activation, that convergence of the image and action disciplines. Why now? Because CMOs are now shifting their focus away from individual channels and the one-dimensional path to purchase to the entire customer journey. Smart marketers know that there are key phases along the journey where they have the opportunity to influence shoppers and customers’ experiences: discovery, conversion and loyalty. But what are their options, and who among their collaborators and competitors are doing it well? What’s worth emulating? What should be ignored? The 2016 ANA Brand Activation Conference will bring together the ANA and BAA community—marketers, retailers, agencies, service providers and lawyers—to answer these questions.