Thursday, October 22, 2015

 
  • 7:30am-8:45am | Breakfast & Registration
  • 9:00am-9:15am | Welcome
  • 9:15am-11:05am | Program
  • 11:05am-11:25am | Networking Break
  • 11:25am-12:10pm | Program
  • 12:10pm-1:10pm | Lunch
  • 1:10pm-3:15pm | Program
  • 3:15pm-3:35pm | Networking Break
  • 3:35pm-4:45pm | Program
  • 4:45pm | Cocktail Reception

Subject to change

Get Connected

Brand Innovators Network coming soon!

Agenda

8:00am

Breakfast

8:45am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Chief Content Officer, Brand Innovators

Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators

Event Chair: Scott Hudler, Vice President, Global Consumer Engagement, Dunkin’ Brands

9:00am

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: Craig Andrews, Sr. Enterprise Account Executive, Salesforce

Jeremy Dalnes, Worldwide Director, Digital Strategy & Platforms, Johnson & Johnson
Scott Hudler, Vice President, Global Consumer Engagement, Dunkin’ Brands
Suzanne Burton Kirdahy, Senior Vice President, Enterprise Brand & Corporate Social Responsibility Programs, Bank of America
Peter Stringer, Vice President, Digital Media, Boston Celtics

9:35am

Keynote – A Culture of Instant

Technology has changed our perception of time and we’re becoming accustomed to expect things instantly. What does this mean for marketing? And what does it ultimately mean for content?

Mike Proulx, Executive Vice President, Director of Digital Strategy & Tech Innovation, Hill Holliday

10:00am

Keynote – Innovation through Media Partnerships

Nick Dunham will highlight how Dunkin’ evolves its media approach through key tentpoles to better reflect how to reach today’s consumer.

Nick Dunham, Director of Media, Dunkin’ Brands

10:20am

Keynote — Leading the Customer’s Journey

Bill Clifford, Chief Revenue Officer, SessionM

The average person checks their phone around 150 times per day. This near-constant connectivity without a doubt impacts all of their habits and processes for decision-making and gives brands an unprecedented opportunity to reach consumers in real-time at the moment of impact. But having unlimited access doesn’t mean you can market just anything and expect your customer to react. Join us to explore how to leverage mobile to achieve personalization at scale and lead the customer’s journey.

10:40am

Networking Break

10:55am

Keynote — Stop flying blind: How data gives your Content Marketing wings

Asaf Hochman, Senior Director, Product Marketing, Outbrain

Asaf explores how data helps content marketers create the right content for the right audience, while optimizing for results that matter.

11:15am

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.

Bill Clifford, Chief Revenue Officer, SessionM

Patrick Cassidy, Global Digital Brand Marketing, New Balance
Melanie Cohn, Social Media Manager, Dunkin’ Brands
Elizabeth Ducoff, Director of Relationship Marketing, Invaluable
Mike Spataro, Senior Vice President, Social Media Business Intelligence, Bank of America

11:50am

Keynote — Content Marketing and Distribution at Scale

Marketers know that content is important. But how does a brand actually create content at scale? And once they do so, how do they get it seen? Jim Tobin will share 4 specific opportunities to help brands up their content game to generate real results.

Jim Tobin, President, Ignite Social Media

12:10pm

Hispanic Mobile Strategy

Heidi Corn, East Coast Sales Director, Adsmovil

Do your marketing plans include a line item for multicultural? If not, now is the time to start thinking about it. Adsmovil, the premier Mobile Advertising Network, will share a brief overview of the Hispanic marketplace and how powerful Mobile can be when targeting the Hispanic Consumer.

Presentation will discuss how content targeting and language are key success metrics in your Hispanic mobile campaign, and include a case study of activation.

This is one will you not want to miss.

12:25pm

Keynote – Content: A State of Paradox

By all indications, 2015 is a “golden age” for branded content. No longer tethered only to formats of traditional advertising, brands (and creators) have ben freed to create authentic experiences that reach people on their terms. If only it were so simple. The truth is, with each promise of freedom, authenticity and “reaching eyeballs” also comes unexpected consequences for both brand and audience. We’ll take a look at these various paradoxes and discuss their implications on modern content marketing — as well as present some thoughts as to the best way to move forward.

Mike Grimes, Vice President, Editor-in-Chief, Social Media, Hill Holliday

12:45pm

Lunch

1:40pm

NetBase Original — Politicians as Brands: The Social View on Brand Performance

Stan Bashmashnikov, Social Consumer Specialist, NetBase

Join NetBase consumer specialist Stan Bashmashnikov, as he shares the latest brand movements and social insights into both Republican and Democrat Brand performance. Is it what you expected? If you want a free LIVE Pulse simply give Stan your business card at the event.

2:00pm

Success Story — Schick Hydro

In the highly competitive shaving market, brands struggle to reach the elusive young male audience. To solve this problem, Schick developed a sophisticated video marketing strategy specifically for YouTube — a platform with huge affinity in Schick’s target group. This presentation will explore the merits of this campaign strategy, which combined content collaborations with famous YouTube stars, highly targeted ad campaigns, and full utilization of the YouTube platform’s native capabilities.

Andreas Goeldi, CTO, Pixability

2:20pm

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: Tim Spencer, VP Agency Sales, NewsCred

Kara Hutchinson, Director, Strategic Marketing, Boston Celtics
Brianna Moreno, Brand Manager, Reebok
Liz Valicenti, Director, Interactive Marketing, Titleist, Acushnet Company
Dan Wiseman, Director of Brand Activation, Avedis Zildjian Company

2:55pm

Keynote

Kevin Riveroll, Vice President, Marketing, Ciao Bella Gelato

3:15pm

POV – Beware Ad Blockers: Capturing Consumer Attention

Rachel Calomeni, VP, Visible Measures

Stop fretting over ad-blockers! Branded content done right can entertain, inspire, and educate the target audience and spring them into actions resulting in profitable outcomes for the brand. If your message truly inspires consumers, ad-blockers become irrelevant. The skeptics among us will be quick to point out the challenges: expensive to produce, difficult to distribute at scale, harder to measure, and presumably more challenging to prove the ROI than the traditional 30-second TV commercial more focused on immediate product benefits. This session will share case studies from brands that have successfully capitalized on the use of compelling content and consumer-initiated advertising to win share of attention and market share in their respective categories.

3:30pm

Networking Break

3:45pm

Success Story — Lenovo

Scott Krenitski, Account Director, Tongal

4:05pm

Success Story – Leveraging Influencer Content

Melanie will discuss Dunkin’s strategic approach to leveraging advocates and influencers. She’ll discuss how Dunkin’ embraced all levels of fans this fall season to garner rich content, scale, and amplify it through their channels.

Melanie Cohn, Social Media Manager, Dunkin’ Brands

4:30pm

Amplification: Putting Media Dollars Behind Your Content

Creative content is important, but concept and creation is only part of the process – once you’ve built it, content promotion helps you get in front of the right audience at the right time. So how can your content strategy best benefit from carefully aligning your paid and owned social media strategies? As the competition for attention increases, marketers need to adopt new strategies to stay ahead of the curve. This panel will look at how brand marketers are taking the next step to develop and support the right type of content with media dollars.

Moderator: Amy Caplan, Vice President, Strategic Partnerships, NinthDecimal

Nick Dunham, Director of Media, Dunkin’ Brands
Kevin Riveroll, Vice President, Marketing, Ciao Bella Gelato
Genevieve Sandoli, Associate Manager, Global Digital Brand Marketing, New Balance

5:05pm

Brand Innovators Cocktail Reception