top of page

FEBRUARY 3, 2018

SM

It's time that the most anticipated and talked about element of Super Sunday has its own stage.

THE COMMERCIALS.

The game has the gridiron on Sunday, concerts play stages across the Twin Cities all week, and now,

we will shine a spotlight on the commercials at the world renowned Walker Art Center.

Join us and our award-winning panel as we showcase a selection of the most anticipated spots to be

aired during this year's broadcast. Further, the panel will discuss the impact these commercials have

beyond the game and the role marketers play.

In addition, we will honor Budweiser, a major national supporter of Folds of Honor (our event benefactor),

for its legacy of great Super Bowl commercials and its socially-oriented marketing focus.

You will laugh, you will cry and at the end of the day, we hope you will be inspired.

HONOR THEIR SACRIFICE, EDUCATE THEIR LEGACY

EVENT OVERVIEW

Since 2007, the Folds of Honor, a 501(c)(3) has carried forth this singular mission. To provide educational scholarships to spouses and children of America’s fallen and disables service-members

NET PROCEEDS OF THIS EVENT BENEFIT FOLDS OF HONOR

IMPACT Beyond The Game

Watch Now

BUDWEISER LEGACY & LEADERSHIP

NATIONAL PERSPECTIVE

AWARD-WINNING PANEL

Allison Hayes

Allison has over a decade of experience developing award-winning, multi-platform advertising campaigns. She joins Carmichael Lynch from Venables Bell & Partners in San Francisco, where she was an associate creative director and creative lead on 23&Me, Audi, Massage Envy, 76 and Phillips 66. Previously, she was at 72andSunny, where she worked on Samsung and Sonos. Prior to that she was at Arnold Worldwide in Boston, proving that she’s not afraid of winter.

Notable campaigns include Samsung’s “Next Big Thing with Jay Z,” an exclusive album launch with the iconic artist, and more recently, Audi’s timely Super Bowl commercial, “Daughter,” airing in the wake of the presidential election. Her work has been recognized by numerous international award shows including Cannes, AICP, the One Show, One Show Interactive, and Communication Arts. An Art Director by trade, Allison also writes and maintains a small, fair trade fashion brand that champions artisans in India.

As a native Pennsylvanian, Allison is looking forward to trading pierogis for tater tots.

Martin Rogers

Martin Rogers is a columnist, feature writer and on-camera talent for USA TODAY Sports. He started his career with the London Daily Mirror before moving to the United States in 2007 to join Yahoo Sports, then switching to USA TODAY in 2014. He has covered seven Olympic Games, three FIFA World Cups, seven Super Bowls and more than 50 world championship boxing fights. He lives in Upland, Calif., and has been married to wife Caroline since 2013.

Peter Barzilai

Peter Barzilai is Assistant Managing Editor for USA TODAY Sports, primarily focused on investigations, projects and event coverage. He is an award-winning journalist, having worked at local and national media outlets over the past 25 years. Peter started at USA TODAY in 2003 as the Major League Baseball Editor and then NFL Editor before moving into his current role. Before that he was the Sunday Sports Editor at the New York Daily News, covering World Series, Super Bowls, the New York City Marathon and the Sept. 11 terrorist attacks. A native of Southern California, he also had a stop at the Los Angeles Times while working toward his degree from Cal State Fullerton.

Anthony Signorelli

Anthony has been creating partnerships and CSR initiatives on
behalf the Ad Council’s40 causes for nearly two decades. He
workswith brands, media, entertainment, non-profits, and
government agencies to execute highly effective campaigns
that drive social change. His work includes the EMMY award
winning Love Has No Labels andcollaborations with global
brands including Disney, PepsiCo, and the NFL.

Brad Hiranaga

Brad Hiranaga is the Vice President of Brand Building Services at General Mills. In this role, he oversees the company’s Brand Building Services organization, including Brand Strategy, Creative, Production, In-Shopper Marketing, eCommerce, Media and Marketing Communications. BBS provides the expertise, services and capabilities to build brands, drive growth, and inspire innovative marketing at General Mills.

Brad was previously the Business Unit Director of the Pizza & Tacos Business Unit in the Meals Division, which included the Totino’s and Old El Paso brands. He played a key role in the formation of this business unit that focused on delivering holistic experiences for consumers and innovating with new ways to build teams and brands.

Since joining General Mills in 2004, Brad has stewarded iconic brands such as Pillsbury, Hamburger Helper and Betty Crocker, and held roles in Convenience and Food Service. Brad also led a Digital Marketing & Innovation team that focused on how to build brands in a rapidly evolving digital world.

Brad earned his Bachelor of Arts in Business Leadership, Finance and Economics from the University of Puget Sound and his Masters of Business Administration from the Stephen M. Ross School of Business at the University of Michigan.

Brad and his wife Emily enjoy a fun and busy life at home in Minneapolis with their two sons, Hudson and Griffin.

Omid Farhang

Since joining Momentum in 2014, Omid has helped define and guide the agency’s vision at the intersection of creativity and technology, for clients including American Express, Verizon, SAP, United Airlines and Coca-Cola; building experiences for properties including the NFL, NBA, USGA, USTA, Nascar and Coachella.
Omid began his career at Crispin Porter+Bogusky, winning numerous industry awards including Cannes Gold, Clio Gold, One Show Gold, Andy Gold, and a Grand Effie.
Prior to joining Momentum, Omid spent two years at Creative Artists Agency (CAA), building entertainment marketing properties across a client portfolio including General Motors, Coca-Cola, QVC and Diageo.

In 2016, Omid was named to Ad Age’s 40 Under 40, and he is proud to serve on the Ad Council. In 2017, Momentum became the first ever experiential agency named to the AdAge A-List Standouts. He’s served as a judge for the One Show, Clios, Effies and A-List Awards.

In 2018, Omid launched the “Talking to Ourselves” podcast in partnership with the One Club, featuring the industry’s most renowned creative leaders.

Sports Columnist

USA Today

Creative Director,

Carmichael Lynch

Assistant Managing

Editor, USA Today

Senior Vice President,

The Ad Council

Vice President,

Brand Building Services

General Mills

Chief Creative Officer,

Momentum Worldwide

Ricardo Marques

12 years with Anheuser-Busch across different global and local brands in Europe, South America and US.
6 years in the US between New York and St. Louis, Missouri.
Led global Advertising for Budweiser and now leading Budweiser in the US since 2016.
Married with a one year old son. Living in New York City.

Major Dan Rooney

An Aggressor Fighter Pilot with the 301st Fighter Squadron for the United States Air Force located at Tyndall AFB, PGA Professional, Patriotic Philanthropist and Author, A Patriot's Calling: Living Life Between Fear and Faith
Major Dan Rooney is the founder of the Folds of Honor Foundation, a Fighter Pilot with 3 combat tours in Iraq, the founder of The Patriot Golf Club, a PGA Professional, and author of A Patriot’s Calling—Living Life between Fear and Faith. He was the only motivational team speaker for the US Ryder Cup team in Wales.
Folds of Honor, a non-profit organization, provides scholarships to the spouses and children of military service members disabled or killed in action. In five short years Folds of Honor has raised over $100 million and awarded over 16,000 scholarships to the family members KIA or disabled in combat.
A Major in the Air Force Reserve and a decorated military aviator, he is a two-time recipient of the Top Gun award and was honored with the Spirit of Attack award as a top graduate of F-16 training. He has received many decorations to include the Air Force Commendation Medal, Air Medal, Anti-terrorism Medal, Combat Readiness Medal and Air Expeditionary Medal.
For his service and patriotism—Rooney was presented the White House's “Presidential Volunteer Service Award” by President George W. Bush, the Air National Guard's “Distinguished Service Medal”, the Air National Guard’s “Directors Service Award” and the Ellis Island “Medal of Honor”. He was honored at The Masters Invitational with the “William D. Richardson Award” for his outstanding contributions to golf and received the PGA of America's first-ever “Patriot Award”. He has been recognized as one of People Magazine's “Heroes of the Year”, Money Magazine’s “Hero of the Year” and ABC World News Tonight's “Persons of the Year”. Major Rooney has also received one of golf’s most prestigious awards, the ASGCA’S 2014 Donald Ross award and just recently the Kansas University Distinguished Alumni Award which recognizes alumni who have made remarkable contributions to their profession, the nation and the world. He is a “Significant Sigma Chi” and was featured on NBC World News Making a Difference report.
Rooney founded The Patriot, a Robert Trent Jones, Jr.-designed course in Tulsa, Oklahoma. It is currently ranked 42nd among American golf courses in Golf Week’s Modern Top 100. The Patriot is home to the Folds of Honor Foundation headquarters.

Rocky Sickmann

Iranian Hostage Crisis - 444 Days in Captivity - Nov 4 1979 to Jan 20 1981. Rodney “Rocky” Sickmann graduated from Washington High School in 1976 and immediately entered the U.S. Marine Corps. In 1979, just 28 days into his tour of duty with at American Embassy in Tehran, Iran, Sickmann became a player in one of the most terrifying events in U.S. history.
On November 4, 1979, after months of turmoil marked by the return of the exiled Ayatollah Ruhollah Khomeini, the American Embassy in Tehran was overrun by militants and its employees taken captive. Sergeant Rocky Sickmann, then just 22, was one of 65 Americans taken hostage. Sickmann remained a hostage for 444 days before being released on Jan. 21, 1981 following 14 months of diplomacy by President Jimmy Carter.
Three months later, Sickmann was Honorably Discharged after six years in the U.S. Marine Corps and received several accolades during his service including the Prisoner of War Medal, The Defense Meritorious Service Medal, Award of Valor, and Good Conduct Medal. Following the military, he began working in advertising for KMOX radio in St. Louis, Mo. and then entered the private sector for Anheuser-Busch InBev. He spent the next 34 years with the company, most recently as the U.S. National Director for Military and Industry Affairs, until his retirement in July 2016. Sickmann’s personal diary, “Iranian Hostage: A Personal Diary of 444 Days in Captivity” is also the only known diary to have been smuggled out of Iran and published. The diary is no longer in publication.
As the U.S. National Director for Military and Industry Affairs at Anheuser-Busch InBev, Sickmann oversaw all Military Special Events, Military and Industry Trade Media Publications, and National Industry Trade Shows. Throughout his career at Anheuser-Busch, Sickmann also played a key role in increasing Anheuser-Busch’s market penetration among the Military by training wholesalers, coordinating marketing and publicity, executing national sales promotions, and planning special military events. Sickmann helped coordinate the “Here’s to the Heroes Tour” which salutes the men and women of the armed forces, allowing Americans to show their support for the troops via recorded messages filmed on location at community events, celebrations, and festivals nationwide and shared with U.S. troops serving in Iraq and Afghanistan.
Personally and professionally, Sickmann has been fortunate to share his story on many different platforms including ABC News, ESPN, Fox & Friends, Fox News, Los Angeles Times, MSNBC, NFL Time Line Series, The New York Times, to the cast of the Oscar award-winning film Argo (starring Ben Affleck), national and local Veteran and Military organizations, and educational institutions across the country.
In August 2016, Sickmann’s military and professional experience, coupled with his passion for our armed forces, led him to pursue an opportunity with his favorite non-profit organization: Folds of Honor. In this new role, Sickmann helps advance the Folds mission: To stand in the financial gap of the more than one million dependents adversely affected by war, providing educational scholarships to the children and spouses of those killed or disabled while serving our nation.

Sickmann and his wife (36 Years), Jill, have three children, Hannah (Hannah Wehrle, Granddaughter Lela, Grandson Rhett and husband Matt Wehrle), Chelsea (Chelsea Frese, Grandson Woodson and husband Kalen Frese) and Spencer.

Terri Stamm

Mrs. Terri Stamm is a native of New Orleans, Louisiana. She joined the National Guard at 17 and served with the 159th Mobile Army Surgical Hospital as a Medical Specialist and Operating Room Technician while attending High School and College. During that time she assisted with medical support for the Oakdale Prison Riot and the Pope's visit to New Orleans.

She joined the Active Army in 1988 and served as a Medical Specialist with the 128th Combat Support Hospital in Germany and during the Persian Gulf War. During Desert Shield Desert Storm, Mrs. Stamm served on a forward surgical team, providing urgent medical care to those injured on the front lines of the ground war.

After her first reenlistment, Mrs. Stamm completed nursing school as the Distinguished Honor Graduate then served as a nurse in Pediatrics at Fitzsimons Army Medical Center in Colorado. As a pediatric nurse, Mrs. Stamm also served as a patient advocate for severely abused children and a pediatric advanced life support course instructor. Mrs. Stamm served as a Recruiter in Denver, Colorado then returned to healthcare as a Wardmaster for the 64th Forward Support Battalion’s Medical Company at Fort Carson, Colorado.

After successfully earning her Expert Field Medical Badge and graduating from advanced leadership school, Mrs. Stamm transferred to the 10th Combat Support Hospital and served as a Wardmaster and as the Battalion’s Command Financial NCO. While serving at Fort Carson, Mrs. Stamm volunteered with the Family Support Group and the Army Family Team Building Program.

She also held several additional duties during her various assignments, including Equal Opportunity Representative and Preventive Medicine Officer.

Mrs. Stamm's first job after the military was as a trainer at Fort Carson, conducting leadership training for those serving in the rear detachment during the largest deployment from Fort Carson since World War II. Mrs. Stamm developed and conducted a 40-hour leadership course for soldiers and a family support group leader course for family members. Her honors include the Meritorious Service Medal, Army Commendation Medal, Army Achievement Medal, Expert Field Medical Badge, and Expert Marksman.

After the military, Mrs. Stamm worked in the long-term care industry then became a corporate healthcare compliance officer for a Fortune 500 company in the Twin Cities. Mrs. Stamm is now serving our country as a federal employee with the US Army Corps of Engineers as a Safety and Occupational Health Specialist in St Paul.

Laura Stamm

In 1985 my mother joined the National Guard to help pursue her college career. Three years later, she decided to go active duty to serve her country as a combat nurse. She served her country for over 14 years before being medically discharged. She has always appreciated the military for the life it gave her and for helping her from college to being able to rejoin the community again as a civilian in 2010 where she still works today as a Safety Professional with the Army Core of Engineers. My mother has always been my hero and my rock. She taught me that I could do anything and that I am strong enough to pursue my dreams. She has always believed in my ambitions even when I told her I wanted to go to college for Art History. Without hesitation, she was excited for me and helped me ﬁll out my college applications. She was happy as long as I went into something I loved and she knew in her heart it was the right decision for me. Many times, people told me they would have gone into the arts if their parents were accepting of it. Every time I hear that I am always grateful for my mom encouraging
my goals rather than deterring me to do something others would see as
more practical.

Folds of Honor means the world to me for giving me the ﬁnancial means to pursue my education. It was hard to ﬁnd scholarships as an Art History student since many organizations want to fund young women scientists and business women, not historians. Finally, we came across the Folds of Honors Scholarship. Folds of Honor has allowed me to pursue my education in an affordable manner. It has showed me that the country cares about my education in the arts. There are many times in our current political climate where I am worried about the arts and the pursuit of arts by the next generation. Folds of Honor has shown me that they are accepting of all types of students and their dreams. Above all it shows that the country still cares for my mother and her family even after her service.

This past Fall, my family and I were asked to attend the Military Appreciation football game at the University of Minnesota. During one of the commercial breaks we were brought out onto the ﬁeld to be honored. As the announcer began to read off the information about my mother and her service, everyone in the stadium began to stand up and applaud. It brought tears to everyone in my family, especially my mom. People have thanked her for her service before, but for thousands of people to stand up and recognize her was a moment that she deserved after all of her years of service. I always knew she was an amazing strong woman and to see other people recognize that was amazing. That is an experience Folds of Honor was able to give to me and I will always be thankful.

Military Veteran & Parent of Scholarship Recipient

Founder Folds of Honor

Folds of Honor , U.S Marine Corps

& P.O.W. Iranian Hostage Crisis,

444 Days in Captivity

Nov 4,1979 - Jan 20,1981

VP Marketing, Budweiser

CAUSE & MARKETING - A PERSPECTIVE FROM THE BOLD NORTH

Folds of Honor Scholarship Recipient

Chief Operating Officer, Augeo

Scott Moore

Scott Moore is the Chief Operating Officer of Augeo, America’s leading independent engagement and loyalty marketing platform. Augeo builds deeper, more productive relationships between businesses and their most critical audiences: customers, employees, and members. As COO, he is responsible for IT, Shared Services, Business Development, and Strategic Initiatives such as M&A for this privately held, 200-person venture.

Prior to Augeo, Scott founded M32 Partners—a strategic advisory group designed to catalyze growth focused on the mobile, connectivity, ecommerce and marketing industries. He also served as innovator-in-residence through the Fahrenheit 212 Fellow program.

While at Best Buy, Scott led marketing during the first phase of the Renew Blue Turnaround. As Senior Vice President, he was responsible for customer insights, marketing strategy, advertising and promotion, digital marketing, and the investment strategy for paid, owned, and earned media for Best Buy’s U.S. Business. Prior to that, Scott also served as the Chief Marketing Officer for Best Buy Mobile—a joint venture with UK-based CPW—which transformed the experience of buying a mobile phone in the US.

As a general manager, Scott served as the Vice President, Merchant & Marketing for the Connectivity Business Group. In that role, he led marketing for the computer, tablet, & mobile phone categories & had P&L responsibility for Best Buy’s “Connected Accessory” business. He has held leadership positions with Best Buy Advertising, Hunt Adkins, and Fallon Worldwide. He is an active angel investor.

Scott began his career as a Teach For America corps member working in the Houston Independent School District. He subsequently served as regional director for TFA New Jersey and was a founding board member for KIPP Stand Academy. He is a graduate of Wesleyan University.

Kathy McCuskey

As CEO of Yamamoto for the last 6.5 years, Kathy McCuskey had moved mountains for the agency and for its clients. Right out of the gate, she led a big, agency-wide rebranding effort that not only changed the full-service ad agency name to literally mean “base of the mountain,” but the agency adopted the mantra that they “move mountains for clients” by harnessing the power of bold ideas and brilliant execution. The agency’s performance year-over-year has lived true to that vision with another record year in 2017. Yamamoto is poised for continued growth in 2018.
Kathy McCuskey has more than 25 years of business and consumer marketing experience in agency and client settings specializing in business management, business and marketing strategy development and team management and growth. Her broad marketing experience spans numerous categories such as retail, healthcare, consumer goods, financial services, technology, restaurant and outdoor and recreation working on top brands like Samsung, Kmart, Nickelodeon, ConAgra, Comcast, Wells Fargo, Papa Murphy’s and Blue Cross Blue Shield.
Kathy has used this wealth of experience to build on the agency’s strengths and direct its current and future success. She leads the agency to success by providing solid returns on invested capital, establishing growth strategies that meet short- and long- term objectives, and planning policies that cover operations, staffing, new business, financial performance and growth. In the process, she has also helped the agency refine its focus with a highly talented Insights & Innovations team, and a deep level of creative expertise in brand, digital and experiential disciplines. A brand agency at its core, Yamamoto’s digital and experiential work now spans about 40% of its revenue.

Despite her many obligations as CEO of one of the Twin Cities’ top 20 largest agencies, Kathy donates her time and resources to various organizations. She is a volunteer and corporate sponsor for The BrandLab, a non-profit diversity organization that connects Minneapolis marketers and agencies with low-income high schools. She co-leads the Brand Matters program in conjunction with TCB and the Carlson School of Business. In her free time, she competitively shows her horse Indigo Girl around the Midwest.

Ellen Walthour

Ellen Walthour serves as the executive director of The BrandLab, a Minneapolis-born non-profit organization that envisions a marketing industry that thrives on the insights and creativity of people with diverse ethnic and socioeconomic backgrounds. Walthour has served The BrandLab since 2009, and took on the Executive Director role in 2011. When she started her career at The BrandLab, the organization was engaged with 4 agencies throughout the Twin Cities. Under Walthour’s leadership, the number of organizations The BrandLab works alongside has increased to more than 70 and is expanding to Kansas City in 2018 with Chicago on the near horizon. She has also been instrumental in expanding the organization’s reach to serve over 1000 students annually who want to learn more about careers or experience working in marketing. Walthour received a masters of arts in education from the University of London and National Louis University.

Brian Reid

Brian Paul Reid is a Senior Strategist at ICFOlson, who’s love for loud music is only matched for his appreciation of a well executed outfit. Responsible for finding and generating actionable strategies for clients seeking to build transactional and emotional brand loyalty, he is also in charge of building the research, trends and insights repository for loyalty strategy within the agency.

With addtional experience at American Express in Customer Marketing, General Mills in Brand Marketing and Jostens in Product and Cause Marketing, Brian also has a great mix of insights into consumer products, consumer packaged goods and financial services.

Brian is also an Associate Boardmember and volunteer for The BrandLab, a Minneapolis-based non-profit dedicated to preparing diverse students for careers in Marketing and Advertising, and helping agencies become more inclusive.

He is a proud graduate of Morehouse College in Atlanta, Ga. with a B.A. in Business Administration. In his free time, Brian enjoys going to music shows, reading science fiction and fantasy novels, and putting on full-fledged concerts while commuting in his car. Brian lives in Uptown with his cat Annabelle and is always looking for new music.

Laura Fegley

Laura Fegley is known as a dynamic creative and internationally recognized for bringing new life to brands. Her inspirational leadership approach, along with her ability to nurture and push talent forward, has made her a trusted partner to some of the greatest creative teams in the industry. She has been recognized by nearly every major award show and was named one of “The Most Creative Women in Advertising” twice by Business Insider.

As ECD at Colle McVoy, Laura touches almost every project, and recently oversaw the brand transformation and global advertising campaign launch for the Invisalign brand. While previously at BBH, she helped build a uniquely gender-balanced creative department while overseeing the global Vaseline business and various brands under the Newell-Rubbermaid account, including Graco and Calphalon, as well as The Guardian in North America. Before BBH, she held creative director roles at JWT, and Cliff Freeman and Partners, working on Stouffers, Toll House, DSW, TBS and Fox Sports. As a freelance creative at CP+B, Chiat LA, Kirshenbaum Bond, Euro, JWT, Publicis, DDB, Mother, Sapient Nitro, FCB, and Ogilvy, she nurtured an eclectic creative background in numerous categories with top brass brands including BMW, Ford, Nissan, Absolut, Heineken, Kahlua, Pampers and Huggies.

Senior Strategist,

ICF Olson

ECD, Colle McVoy

Executive Director,

The BrandLab

CEO, Yamamoto

Photo Credit: White & Rice

bottom of page