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Ana Andjelic speaker

Ana Andjelic

Global Brand Executive, Named three times to Forbes’ Top CMO list

Ana Andjelic is a global brand executive, author of “The Business of Aspiration” and has been recognized three times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. She earned her doctorate in sociology and is a widely read columnist, speaker and advisor.

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Ana Andjelic's videos

What Ana Andjelic's clients say

Here is some of the feedback from audiences and clients who have worked with Ana.
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Languages: 

  • English
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Check Ana Andjelic's availability for your event

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Ana Andjelic's 2024 biography

Meet Ana Andjelic

In the course of her career, Ana led, grew and managed brand-driven modern businesses. She uses both sides of her brain and her international sensibility to build brand value, set brand and growth vision, and advance companies’ strategic, creative and organizational capabilities. Ana’s areas of expertise are brand vision and brand strategy, brand positioning, product design concepts and product strategy, creative and art direction, visual merchandising and styling, marketing and media strategy, and PR, partnerships and collaborations.

Most recently, Ana was the global Chief Brand Officer at ESPRIT, tasked with the revival of this iconic brand. At ESPRIT, Ana introduced the new brand vision and strategy; design strategy and the design vision for menswear, sportswear and Olympic Capsule; styling and signature products for the brand; creative and art direction; marketing and media strategy; brand revival strategy and rollout plan; cultural partnerships and collaborations; content and social strategy and cultural influence planning. Prior, Ana was the Chief Brand Officer at Banana Republic, where she set the new creative and design direction for the brand that led to the widely-lauded brand turnaround resulting in 27% comparable sales increase. Prior to Banana Republic, Ana held positions as the Chief Marketing Officer at Mansur Gavriel, interim CMO at David Yurman, and the Chief Brand Officer at Rebecca Minkoff, where she launched the Female Founder Collective.

In her executive roles, Ana oversees development of brand vision, strategy of value creation for the brand, creative direction and product design functions and is responsible for setting the brand vision, launching a go-to market strategy, defining the product concept and strategy, setting the creative and art direction, finding the right cultural partners, collaborators and events, and planning the media and marketing execution across retail channels.

In 2021, Ana published “The Business of Aspiration,” a book that explores how brands and consumers trade in social, cultural and environmental capital and how this capital transforms brand and business strategy. Ana also writes a popular weekly newsletter, Sociology of Business, where she covers everything from aspirational markets to taste communities and new brand growth models.

Earlier in her career, Ana introduced the luxury practice in the global Havas network, and held senior brand strategy positions at Spring Studios and Droga5. She worked with brands as Sotheby’s, Sergio Rossi, Belvedere, Moet Hennesy, PUMA, H&M, Topshop and Topman, Tom Ford and MCM, among others.

In 2024, Ana was named by Forbes as one of the 50 most entrepreneurial CMOs in the world. She had a similar honor in 2020, when she was selected as one of The World’s Most Influential CMOs, and in 2018, she was listed among Forbes’ top 50 CMOs who serve as models of a new, emerging and disruptive chief marketer. She was also named as one of the Luxury Women to Watch by Luxury Daily and was listed among the top 10 digital strategists globally by The Guardian.

Ana often serves on the juries for creative awards in the advertising and luxury industries. She has given talks globally and contributed to publications including Harvard Business Review, Fast Company, The Guardian, Advertising Age, Adweek, Form Design Magazine, Frame Magazine, Luxury Daily, Lean Luxe, Glossy, and Campaign. She a frequent expert correspondent for Business of Fashion, Financial Times, British Vogue, FT’s “How to Spend It,” and Vogue Business, and is an expert source for trend forecasting companies like The Future Laboratory, Red Scout, and WSGN.

Ana is an advisor to The Dematerialised, the experiential marketplace for Fashion NFTs. She holds Ph.D. in Sociology and M.A. in Media Studies.

Ana Andjelic's 2024 talks & topics

Cultural products

In this inspiring and game-changing talk, Ana will do a deep dive in the portfolio of cultural products available at the brands disposal to tell their stories. Together, this portfolio builds a creative universe.

Audiences will learn:

  • What types of creative products, like content, capsule, archives, collaborations, are on their disposal
  • How to reorganize their marketing into creative production
  • How to keep consistently delivering cultural products
  • How to connect cultural products into a strategy
  • Why this approach is changing the brand-building game

Brand Storytelling

Ana believes that a clear and compelling brand story is key for any brand’s enduring appeal and financial success. A strong brand story ensures that a brand’s products and advertising cannot be mistaken for anything else. In this inspiring and practical talk, Ana will explain why, when brands sell products, they are selling a story, and why, when consumers buy products, they are buying into this story.

Audiences will learn:

  • How a clear brand story unifies the organization and streamlines the decision-making
  • How to use brand story to streamline marketing, merchandising and styling
  • How to build their brand stack so all brand applications deliver the brand story
  • How brands tell stories through cultural products
  • How to set up their organization for production of stories

Cultural Influence

In this illuminating talk, Ana explores how, in the post-mono culture, media, and retail, brands are pushed to operate like a portfolio of products and categories that target different subcultures.

Audiences will learn how to:

  • Use cultural influence to create many doors into the brand and increase the brand’s hold on the market
  • Understand why mass is aggregation of niches, and why having many targeted audiences is better than a single mass one
  • Employ the strategy of cultural influence as a calculated business test
  • Set up their company organizationally and operationally for cultural influence

Cultural Hit Making

In this innovative and engaging talk, Ana details the approach, strategy and tactics of cultural hit making. A cultural hit is an idea, an item, an experience, or entertainment that a large number of consumers pay attention to, share, and talk about. Once cultural hits turn into market hits, by lifting brand popularity or driving product sales, they yield a strong financial return for a company.

Audience will learn how to:

  • Think of their brands as part of the culture, not just of a market segment
  • Redefine their brand strategy as the strategy of cultural influence
  • Keep consistently coming up with cultural hits
  • Move from strategy to execution
  • Connect all the cultural hits into one self-enforcing loop of influence

The Creative Class

In her work, Ana connects brands with multiple audiences: not just their current and prospective customers, but also cultural creators, commentators, observers, critics and curators. All of these groups have a role in directing consumers’ time, attention and money towards aspirational things, and are known as the Creative Class. In this informative and inspiring talk, Ana will share the characteristics of the Creative Class, why it is relevant, and how to partner with the Creative Class for the cultural influence.

Audiences will learn how to:

  • Define the Creative Class
  • Segment their audience based on their relationship with culture
  • Define different types of the Creative Class
  • Understand mechanisms of Creative Class’ influence on culture
  • Work with the Creative Class

Ana Andjelic's 2024 speaking fees

Ana travels from:
  • United States

Specific fees fall within the ranges shown. These are presented as a guide only and are subject to change without notice.

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Check Ana Andjelic's availability for your event

Complete the form below to check Ana Andjelic's availability. If you prefer, you can also send an email directly to our head office.

How would Ana Andjelic deliver their presentation at your event?
Please provide details of your budget for Ana Andjelic's speaking fee, including currency.