Thursday, July 9, 2015

 
  • 8:00am-8:45am | Breakfast & Registration
  • 8:45am-9:00am | Welcome
  • 9:00am-11:15am | Program
  • 11:15am-11:35am | Networking Break
  • 11:35am-12:30pm | Program
  • 12:30pm-1:30pm | Lunch
  • 1:30pm-4:10pm | Program
  • 4:10pm | Cocktail Reception

Subject to change

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Brand Innovators Network coming soon!

Agenda

 

8:00am

Breakfast & Registration

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Strategic Advisor, Acting CMO, Brand Innovators, and author of Return on Relationship
Co-Chair: Rob Lynch, Brand President and Chief Marketing Officer, Arby’s

9:00am

Opening Keynote

Rob Lynch, Brand President and Chief Marketing Officer, Arby’s

9:25am

Content Marketing 2.0: From Boardroom to Newsroom

There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.

Moderator: Jeff Reine, VP, Business & Corporate Development, Zemanta

Kip Havel, VP Integrated Marketing, Aflac
Rob Lynch, Brand President and Chief Marketing Officer, Arby’s
Melissa Proctor, VP Brand Strategy, Atlanta Hawks & Philips Arena

10:05am

Keynote — Building a Winning Brand

Creating the Atlanta Hawks Basketball Club brand for the next generation of Hawks fans.

Melissa Proctor, VP Brand Strategy, Atlanta Hawks & Philips Arena

10:25am

Networking Break

10:45am

Keynote

Andries Petrus de Villiers, Vice President of Sales, East

11:05am

Brands as Editors

Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.

Moderator: Ashley Sasnett, Vice President, Social Media Marketing Strategist, MSLGROUP

Chris Fuller, VP Brand & Corporate Communications, Arby’s
Doug Busk, Global Group Director, Digital Communications & Social Media, The Coca-Cola Company
Adam Naide, Social Media Leader & Digital Marketing Executive, Cox Communications
Vicky Wilkens, Senior Director, Consumer & Brand Marketing The Weather Company

11:45am

Keynote — Enabling Desire

Mobile is changing the way people shop. After all, what’s a brand if it can’t ignite consumers’ drive to purchase? The Coca-Cola Company’s ambition to “Enable Desire” continues to inspire their mobile marketing strategy, allowing the brand to maintain a strong presence by using different techniques to tell stories and reach consumers in numerous ways. Hear how one of Coca-Cola’s leading mobile marketers takes advantage of the unique strengths that each technique has to offer, all with the goal of enabling desire.

Tom Daly, Group Director, Global Connections, The Coca-Cola Company

12:10pm

Success Story — Yext

Elisha Carsrud, Account Director, Enterprise, Yext
Rory Stern, Director, Enterprise Sales, Yext

12:30pm

Lunch

1:30pm

Fireside Chat

Douwe Bergsma, Chief Marketing Officer, Georgia-Pacific

Interviewed by John Andrews, Chief Marketing Officer, Ignite Social Media

2:00pm

Keynote — Coca-Cola Journey’s Formula for Real Time Success: Leveraging Our “Mad Men” Moment

“Real-time” represents an inevitable evolution in how consumers demand to connect with brands. The Coca-Cola Company has been a real-time communicator for years, with Coca-Cola Journey—its corporate communications content platform—at the heart. Journey fuels the company’s social channels, providing a steady stream of branded and non-branded content that strives to drive and amplify engagement.

Doug Busk, Global Group Director, Digital Communications & Social Media, The Coca-Cola Company

2:30pm

People, Partnerships, and Production: Three Routes To Creating Compelling Content

Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests.

Moderator: Jennifer Butte, Senior Global Account Director, Storyful

Seth Freeman, Director of Marketing, Holiday Inn Express & Candlewood Suites Americas, InterContinental Hotels Group
Stephanie Leavitt, Director of Social Media & Branded Content, Carnival Cruise Lines
Navin Sharma, VP Insights & Analytics, Arby’s
Matt Schweers, Digital & Relationship Marketing, Porsche Cars North America

3:05pm

Networking Break

3:20pm

Success Story

3:40pm

Fireside Chat – Amplification: Putting Media Dollars Behind Your Content

Moderator: Dave Knox, Chief Marketing Officer, Rockfish Interactive

Kim Atkinson, Director, Content Marketing, InterContinental Hotels Group
Mark Henneges, Director, Interactive Marketing, The Americas, Intercontinental Hotels Group

4:10pm

Brand Innovators Cocktail Reception