Thursday, November 3, 2016

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:
Adam Kmiec, Sr. Director, Mobile, Social, Content & Performance Marketing, Walgreens

Event Co-Chairs:
Adam Kmiec, Sr. Director, Mobile, Social, Content & Performance Marketing, Walgreens
Caroline Masullo, Senior Director, US Digital Engagement, McDonald’s Corporation

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: Amanda Fuquay, Campaign Strategist, Carusele

Jennifer Burns, Global Director, Integrated Marketing and Strategy, Motorola
Tara Giuliano
, Head of Institutional Marketing, Americas, UBS Asset Management
Adam Kmiec, Sr. Director, Mobile, Social, Content & Performance Marketing, Walgreens
Caroline Masullo, Senior Director, US Digital Engagement, McDonald’s Corporation

9:35am

Keynote–From Content to Commerce

Andrew Furman, VP of Sales, West and Central Region, Outbrain
Learn how branded content can be used to connect with audiences throughout the consumer journey.

9:55am

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: Jonathan Alt, VP, Brand Partnerships, About.com

Kerchanin Allen, Social Media Specialist/Editor in Chief, Blue Cross and Blue Shield of Illinois, Montana, New Mexico, Oklahoma & Texas
Ronda Clayborne, Performance Marketing Manager, Content Marketing Strategy, IBM
Jessica Schank, Digital Marketing & Social Media Manager, Region Americas, Barilla
Leslie Truelove, Director of Campaigns, Brand Content Team, McDonald’s Corporation

10:30am

Keynote

Tara Giuliano, Head of Institutional Marketing, Americas, UBS Asset Management
Jennifer Gladstone, Associate Marketing Director, UBS Asset Management

10:55am

Networking Break

11:15am

Keynote

Paul Matson, Director of Social, Digital Engagement, McDonald’s USA

11:40am

Fireside Chat

Caroline Masullo, Senior Director, US Digital Engagement, McDonald’s Corporation
Paul Matson, Director of Social, Digital Engagement, McDonald’s USA

Q&A Conducted by: Brandon Starkoff, VP Head of Industry, xAd

12:05pm

Fireside Chat

Julia Cullerton, Manager, Olapic
Cassandra Boozer, E-commerce Content Specialist, ULTA Beauty

12:25pm

Keynote – Hispanic Mobile Content Strategy

Katie Burns, Director, Adsmovil

12:40pm

Lunch

1:40pm

Creating Content at the Speed of Culture

Christina Komperda, Brand Partner, Linqia

2:00pm

Bridging the Gap: Connecting Online Behaviors to Offline Purchases

Ori Stitelman, VP of Data Science, Dstillery

2:20pm

Keynote

Brian Jochum, Senior Director of Marketing at KCD Brands, Sears Holdings Company

2:40pm

Fireside Chat

Brian Jochum, Senior Director of Marketing at KCD Brands, Sears Holdings Company

Q&A Conducted by: Chad Jeskewitz, Central Region Leader, Brand Partnership, Foursquare

3:00pm

Networking Break

3:15pm

Keynote – Enhancing your Brand through Partnerships

Marie Proto, Senior Manager, Global Marketing Strategy and Brand Management, Western Union

3:40pm

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

Creating content and creating good content that people want to share and evokes an emotional impact are two very different matters. Three major approaches have emerged through which brand marketers can develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is ‘advertainment,’ informative, or otherwise relevant to people’s lives and interests.

Moderator: Andrew Caravella, Vice President, Marketing, Sprout Social

Elly Deutch, Global Social Engagement Campaign and Advocacy Manager, McDonald’s Corporation
Rob Manker, Content Development Manager, ConAgra Foods
Genevieve Mazzeo, Integrated Marketing Leader, TreeHouse Foods
Marie Proto, Senior Manager, Global Marketing Strategy and Brand Management, Western Union
Heather RuizPartnerships and Business Development Manager, Univision

4:15pm

Keynote – Creating a Brand Experience, Not Just Brand Content

Lauren Fritts, Director, Integrated Campaigns, Gatorade

4:35pm

What does Success in Content Marketing Look Like

Whether it is page views or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? Leading brand marketers share their insights.

Moderator: Trisha Tolly, Senior Account Executive, Nativo

Lauren Fritts, Director, Integrated Campaigns, Gatorade
Brady Loomis, Marketing and Sustainability, Crane USA
Christina Rodriguez, Social Media Strategist, Blue Cross and Blue Shield of Illinois, Montana, New Mexico, Oklahoma & Texas

5:10pm

It’s a wrap!