Thursday, October 8, 2015

 
  • 7:30am-8:00am | Registration & Breakfast
  • 8:00am-8:30am | Welcome
  • 8:30am-10:20am | Program
  • 10:20am-10:40am | Networking Break
  • 10:40am-12:30pm | Program
  • 12:30pm-1:20pm | Lunch
  • 1:20pm-3:20pm | Program
  • 3:20pm-3:40pm | Networking Break
  • 3:40pm-5:30pm | Program
  • 5:30pm | Cocktail Reception

Subject to change

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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, Strategic Advisor, Acting CMO, Brand Innovators, and author of Return on Relationship
Event Chairperson: Brandon Berger, Global Chief Digital Officer and Board Member, Ogilvy & Mather

9:00am

Content Marketing 2.0: From Boardroom to Newsroom

Content marketing has come of age. Over the past few years, electronic publishing has evolved from a novelty to a core competency and crucial strategy for leading brands. From outsourcing to content marketing factories to building full-fledged newsrooms, brands are creating and distributing more content than ever, engaging their consumers in more authentic and emotional ways than they could ever have dreamed possible of doing only a few short years ago. In addition to investing more marketing dollars than ever in content marketing, cutting edge brand marketers are now viewing content marketing as a primary “top of funnel” marketing function, supporting all marketing initiatives. No longer a step-child, content marketing has become an integral piece of the marketing process, prominently reflected in the org charts and media spends of market leading brands. Lean in and listen up, to learn more about how content marketing can drive your sales to new heights.

Moderator: Monica Damashek, Global Content & Communications Director, Spotify

Adam Kmiec, Senior Director, Mobile, Social And Content Marketing, Walgreens
Rich Lesperance, VP Digital Marketing and CRM, GrubHub
Jake Lestan, Brand Manager & Head of Sponsorships, Discover Financial Services
Kristin Ratz, Integrated Marketing Director, ConAgra Foods
Joe Rosenthal, Associate Director of UX / Content Strategy, Ogilvy & Mather

9:40am

Keynote — UGC Innovation that Makes Money

Dev Mukherjee, President & COO, PowerReviews
Unleashing the impact and potential (and cash) from user generated content. A quick tour of the latest thinking and research on user generated content, just in time for the holidays. How do video, image and mobile content from users enhance engagement and drive the path to purchase?

10:05am

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 that resonate with consumers. In addition, every great content strategy must be coupled with a rock solid distribution plan, combining earned, owned and paid media, including native advertising, when appropriate. 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: Matthew Gonnering, CEO, Widen

Melissa Hodai, Manager, Digital Content Team, Allstate
Heather Lockwood, Director of Global Digital Marketing, Aveda
Kasey Skala, Head of Digital and Social Media, Solo Cup
Dana Strokovsky, Social Content Manager, Discover Financial Services

10:40am

Networking Break

11:00am

Keynote

Courtney Lauer, Marketing Manager, Turtle Wax

11:25am

Fireside Chat — If Content Marketing’s So Great, Why is Success So Elusive?

If you read the trades, content is all the rage these days. So why do so many brand marketers doubt its effectiveness? In this keynote, Outbrain’s Andrew Furman will discuss content’s importance to online advertising, how consumers discover and react to content, and the businesses successfully using content discovery to deliver both engagement for their brands and crucial data they can apply to their overall marketing strategies.

Dan Cardamone, Supervisor, Search (SEM, SEO & On-site), CDW

Q&A conducted by John Ferraro, Head of Sales, Central Region, Outbrain

11:45am

Success Story — #aveda

#AvedaColor Success Leveraging the advocacy of our professional network to grow awareness and create inspiration for Aveda Hair Color services that ultimately drives in-salon traffic.

Heather Lockwood, Director of Global Digital Marketing, Aveda

12:10pm

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

Pernille Bruun-Jensen, Chief Marketing Officer, NetBase
Join CMO of NetBase, Pernille Bruun-Jensen, as she shares the latest social insights into both Republican and Democrat Brand performance. Get the live access tour. Is it what you expected?

12:30pm

Lunch

1:30pm

Keynote — How To Make More Money With Creative Customer-Focused Content Marketing

Why creating custom content for your customers is effective, saves money, and drives sales. Based on NewsCred’s research and data, this deck outlines how to create content for the right audience, how to build lasting relationships with your customers online and off, and how to make your customers the hero of your content marketing.

Amber van Natten, Managing Editor, NewsCred

1:50pm

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: Justin Morrison, Sales Director – Central, ZEFR

Alissa Calomino, Social Media Strategist, Blue Cross Blue Shield of Illinois
Iskra Dobreva, Social Media Strategist, Verizon Wireless
Andrea Javor, Senior Director, Global Digital & Media, Beam Suntory
Jessica Odenbach, Social Media Manager, Quaker, PepsiCo

2:25pm

Fireside Chat

Perri Gordon, Digital Strategy & Capabilities Manager, Tyson Foods

Q&A conducted by Aaron Fetters, SVP, Marketing Solutions, ComScore Inc.

2:50pm

Success Story

Rob Cancilla, Regional Account Director, Tongal

3:05pm

Networking Break

3:15pm

Fireside Chat

Sara Braun, Senior Marketing Director, Kraft Macaroni & Cheese, Kraft Foods Group

Q&A conducted by Jeff Rossi, Global Business Marketing Director, Spotify

3:35pm

Success Story

Andrew Miller, Vice President, Corporate Marketing and Communications, Aon

3:55pm

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: Holly McCall, Senior Director, Collective

Laura Barnett, Senior Global Brand Manager, Gatorade
Andrew Miller, Vice President, Corporate Marketing and Communications, Aon
Robyn Phelan, Social Marketing Manager, Walgreens
Elizabeth Phillips, Digital Marketing Manager, Motorola

4:30pm

Spiritual Genetics and the American Dream

Chris Gardner, Entrepreneur, Philanthropist and Author of the New York Times bestsellers The Pursuit of Happyness, A Memoir and the transformational Start Where You Are: Lessons in Getting from Where You Are to Where You Want to Be.

5:30pm

Brand Innovators Cocktail Reception