ANA’s Greg P. Licciardi, VP Sponsorships & Partner Programs and author of The Holy Grail of Marketing, breaks down his “Holy Grail” framework for modern marketing. From Wendy’s, Harry’s and e.l.f. to AI-driven personalisation and brand purpose, Greg shares how to align the right person, message, timing, environment and outcome – whether you’re a global CMO or a startup watching every dollar.