4/17/2018 ACTIVATING HOLIDAY CHEER FOR THE 21ST CENTURY by Robin Stapley and Rocell Viniard


The 2018 ANA Brand Activation ConferenceEngage. Inspire. Impact. – highlights companies in a variety of industries and with varied budgets who strategically drive their business results via integrated Brand Activation disciplines.  Speakers will present their coordinated brand activation strategies that provide maximum impact – not only to the brand and its growth, but to the customers and their needs.  This event brings together marketers, retailers and agencies— for two-and-a-half days of inspiring and insightful sessions from top marketers, retailers and other industry leaders.

The ANA Brand Activation Conference will also showcase the 35th annual REGGIE Award Gala, where the fun and networking will continue and where all will be inspired by the insightful case studies in all areas of Brand Activation – including Content, Shopper, Experiential, Relationship, Influencer and Promotion Marketing campaigns.

The hashtag for this event is #ANAActivate.

Date: April 16-18, 2018

Location: Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue
Chicago, IL 60611

Where to find us: 




The retail environment is changing rapidly and shopping centers are evolving into an ever more important vehicle for communal experiences (Community gathering places), brand messaging, social media sharing and generating buzz.  This past Holiday season, GES and General Growth Properties partnered with Mattel to create an interactive and immersive 21st-century take on Santa’s classic toy workshop. Robin Stapley, GES VP of Creative and Design and Rocell Viniard, GGP Director, Seasonal & Business Development share some surprising but universal truths coming out of their creative holiday immersive experience that engaged the entire family by allowing them to connect directly with the toys and encouraged creative thinking (play).


Rocell Viniard

Director, Seasonal & Business Development
General Growth Properties

With over twenty five years of retail real estate industry experience, Rocell Viniard has overseen marketing and business development for the biggest names in commercial real estate. Beginning her career with developers like Trammell Crow Company, Rocell has led marketing, PR, event management and re-merchandising efforts for real estate giants like GGP, Simon Property Group, and The Forbes Company. She has overseen PR and marketing efforts for grand openings of properties like the high fashion center The Mall of Millenia in 2003, GGP’s retail and entertainment center Jordan Creek Town Center in 2005, and the grand opening of Peterson Companies’ 7.3 million-square-foot mixed use community of hospitality, retail, office and residential space National Harbor in 2007. Her breadth of knowledge and experience in marketing spans luxury branding, tourism partnerships, community programming, and expansive, exciting holiday activations.  Having worked with top brands like Cirque Du Soleil, Red Bull, Sesame Street, Universal, and Mattel, she is currently Director, Seasonal and Business Development for GGP’s 120 retail real estate properties.

Robin Stapley

VP Design & Creative
GES Events

With over 25 years of design experience (including 15 with GES), Robin has designed touring museum exhibitions, promotional tours and holiday experiences for a wide range of clients including General Growth Properties, Warner Bros, Disney/Pixar, Fox, National Geographic and Taubman Properties.  As VP of Creative, he leads a multi-disciplinary team that develop interactive branded experiences and events.


Prior to joining GES, Robin worked in the U.S., England, and South Africa as a scenic and costume designer for film, television and theater.  His theatre background and his passion for storytelling is influential in his approach to designing award winning experiences.

About the Author

Robin  Stapley

Robin Stapley is Vice President of Design and Creative at GES. With more than 20 years of design experience, including thirteen years with GES, Robin has designed exhibitions and experiences for clients such as Discovery Science Center, Disney/Pixar, Warner Bros., The History Channel, and Taubman Centers. Robin manages a team of designers that produce award-winning environments for a diverse list of clients. As project creative director, Robin directs all creative aspects of the design development, production and installation of exhibits. Some of Robin’s most notable projects include Harry Potter: The Exhibition, World Trade Center Marketing Center, and Taubman’s Ice Palace. When he's not busy jet setting for work, he enjoys exploring the many corners of the over 40 countries and three continents he's visited.

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