15.45 - 16:35 EDT
The 2025 ANA Masters of Marketing Conference brings together leading marketers to share insights on driving brand and business growth.
As part of the session Elevating Brand as a Driver of Enterprise Value, Laurence Newell, Managing Director of Brand Finance Americas, will join Rahul Malhotra, Head of Group Brand Strategy and Stewardship at Shell, in a fireside chat following an overview of the ANA Brand Practice by Stephanie Fierman, Executive Vice President and Head of Brand Practice at ANA.
The discussion will explore Shell’s long-term approach to embedding brand values across its global operations, and how these efforts contribute to measurable business outcomes. Drawing on Brand Finance’s expertise in connecting brand strategy with financial performance, the session will highlight the role of brand as a key driver of enterprise value.
The ANA drives marketing excellence and builds stronger brands through best-in-class events, training, publications, and advocacy.
Laurence is a brand specialist and consolidated marketing services business developer with 26+ years of experience directing client engagements in brand-building disciplines encompassing valuation, B2B and B2C research, strategy, corporate identity, and packaging across numerous sectors and markets. With experience throughout Latin American and North American markets, Laurence serves as Managing Director for the Americas Region of Brand Finance, the world’s leading brand valuation and strategy consultancy.
Laurence is a frequent contributor on marketing and branding topics in media outlets such as Bloomberg, and The Drum. Laurence is a representative for Mexico before the ISO Technical Committee responsible for reviewing the creation of a transparent, reconcilable, and repeatable approach to brand valuation, ISO 10668 on Monetary Brand Valuation, and participates in the US Marketing Accountability Standards Board (MASB), with Brand Finance.
Laurence holds an undergraduate degree from Southern Methodist University and a postgraduate degree from the University of Miami.