In the course of her career, Ana Andjelic modernized, innovated, and breathed new life into legacy brands. She is the author of “The Business of Aspiration,” the book that explores how changing social, cultural and environmental capital that consumers and brands acquire, trade, and display changes 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. In addition to her thought-leadership, Ana works with brands to amplify their creative and strategic capabilities, resources and processes as a basis of their successful global positioning, brand and business strategy, creative strategy and execution and growth modeling.
Most recently, Ana was the Chief Brand Officer at Banana Republic, where she led the widely-lauded brand turnaround. 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.
Earlier in her career, Ana introduced the luxury practice in the global Havas network, and held senior positions at Spring Studios and Droga5. She worked with brands as LVMH, Sergio Rossi, Belvedere, Moet Hennesy, Sotheby’s, PUMA, H&M, Topshop and Topman, PUMA, Canali and MCM, among others.
In 2020, Ana was selected by Forbes 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 resource 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 advisor to The Dematerialised, the experiential marketplace for Fashion NFTs. She holds Ph.D. in Sociology and M.A. in Media Studies.
* * * TESTIMONIALS * * *
Ana provides a refreshingly unique, smart and compelling perspective on modern day digital transformation – bridging a discourse across cultural, digital, business and media strategies. - Managing Director, Innovation and Strategy at Accenture Interactive
I have had the pleasure to be working with Ana though collaboration around a transparency Hack that was arranged by H&M GROUP in L.A. Ana brought very interesting new insight around the topic of transparency with focus on consumers. She is very engaging, knowledgeable and inspirational in her speaks. She is very professional in her approach and she has ability to charm her audience with her with and charms. I highly recommend her as a public speaker. - Sustainability Strategist at H&M Group Business Development and Innovation
The world needs more people like Ana. Strong minded, empathetic, vigorous thinkers. Comfortable with ambiguity, happy to study data, but more likely to find enlightenment by joining up the dots in the real world. Both a thinker and doer, strategist and creative, big picture and details, Ana is a tremendous progressive force in a wide variety of projects and roles. - Head of Futures and Insight at Publicis Groupe