Thursday, September 15, 2016

Get Connected

Brand Innovators Network coming soon!

Contact

Speaker Inquiries

Brandon Gutman

917-843-7606

Sponsorship Opportunities

Marc Sternberg

310-403-3330

Agenda

8:45am

Welcome

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

Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators, author of Return on Relationship

9:00am

Opening Keynote

Catherine Balsam-Schwaber, Chief Content Officer, Mattel

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: Kimberly M. Smith, Regional Director, Brand Partnerships, Foursquare

Iyan Bruce, Director Content Strategy & Marketing, Home Entertainment & New Media Distribution, Mattel
Nicolas Reynaud, VP & Chief Marketing Officer, Kmart Apparel
Shivram Vaideeswaran, Global Marketing and Innovation Director, Taco Bell

10:00am

Fireside Chat

Nicolaus Reynaud, VP & Chief Marketing Officer, Kmart Apparel

Q&A Conducted by: Adam Meshekow, EVP Strategy & National Sales, SITO Mobile

10:20am

Keynote

Brandon Bergmark, Head of Sales, West, Outbrain

10:40am

Networking Break

11:00am

Case Study: Your Analytics Has a Creative Blind Spot

Chris Pierantozzi, Creative Director, Saatchi & Saatchi
Matt Sexton, Sr. Strategist, Flashtalking

We’re all familiar with the original promise of digital: to deliver the right message to the right audience in the right place at the right moment. A tsunami of data and analytics has brought us closer to that dream – but there’s still a lot of work to do. To date, the focus has been on applying data-driven thinking to the media side of the equation: the sites, strategies, and placements. We now need to look beyond the medium and focus on the message itself – the creative strategy, execution, concept and version.

11:20am

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: Jennifer Butte, Senior Global Account Executive, Storyful

Andrew Guendjoian, Vice President, Brand Strategy, Buzzfeed
Heather Magee, Director, Digital Strategy, Luvo
Liz Zack, Senior Director Digital Marketing & Content Strategy, Content Leadership, Mattel

11:55am

Consumer as Innovator: How Dogeared Creates Better Marketing Experiences Using Customer Photos

Today’s consumers expect more from brands than ever before. Specifically, they crave personalization across channels as well as authenticity in brand messaging. With a growing competitive set, the writing is on the wall: Innovate quickly, or someone else will. To solve this challenge, many marketers are turning to consumer-generated, or “earned,” content on platforms like Instagram as a way to both fill the content gap and create more honest brand messaging.

In this session, Andrew Gonzalez, Senior Director of Solutions Consulting, Olapic, and Giovanna Alfieri, Director, Content + Marketing, Dogeared, will discuss how the iconic jewelry brand has tapped into its consumers’ content to create more powerful and innovative marketing experiences that both engage and convert.

Giovanna Alfieri, Director, Content + Marketing, Dogeared
Andrew Gonzalez, Senior Director of Solutions Consulting, Olapic

12:15pm

Brands, Entertainment, and Branded Entertainment

“Today it’s important to be present, be relevant and add value.” – Nick Besbeas

Product placement in movies and television are nothing new. The trick is not to just be in media but to become an indispensable part of the stage. Brands that succeed in blending themselves authentically with stories make themselves a part of what audiences discuss and engage with. Learn how leading brands are immersing their identities into pop culture and media and how to effectively balance authenticity and brand visibility.

Monderator: Nick Reed, Co-Founder, Shareability

Juliet Corsinita, Vice President, Media and Brand Partnerships, Taco Bell
Chris Hand, Honda and Acura Social Media Marketing, American Honda Motor Company
Gustavo A. Leone, Content Development & Distribution, Mattel
Toni Wallace, Senior Director, Strategic Marketing, Sony Music Entertainment

12:50pm

Lunch

1:30pm

Fireside Chat

Matt Wolf, VP Entertainment, Ventures & Strategic Alliances, The Coca-Cola Company

Moderator: Anthony Green, SVP, West Coast, Snaps

1:55pm

The State of Influencer Marketing

Lyle Stevens, Co-Founder & CEO, Mavrck

Americans spend 1.7 hours per day on social networks, which is more time than email and search engines combined. As a result, we’ve become a society whose purchase behavior is heavily influenced by those we choose to connect with online. We’re also a society suffering from ad fatigue, fraud and blockers. When people get overwhelmed, they tend to revert back to the things they trust, like human relationships. In the context of marketing, this gives influencer marketing a major advantage over other digital advertising methods. From brand objectives and measurement to FTC guidelines, in this session we discuss the current state of influencer marketing and the 7 steps required for successful influencer marketing implementation.

2:15pm

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.

Paul Chenier, SVP, Global Head of Brand Partnerships & Advertising, Rovio

Andrea Carpenter, Senior Director Entertainment & Content Distribution, Content Leadership, Mattel
Shawn Dennis, Head of Brand and Franchise Development, DreamWorks Animation
Nick Holt, Director, Senior Manager Advertising & Creative, Boost Mobile
Luz Plaza, Senior Director of Content Marketing, Beautycounter

2:50pm

POV — Why ‘Native’ Became the Ad Standard for the Mobile Era

Tom Thacher, VP of Sales Development, Sharethrough

Since 2013 Native advertising has grown from a new concept (ok, buzzword) into a multi-billion dollar marketplace. In this session we’ll chronicle the rise of feed-driven content consumption and how this change in consumer behavior created the advertising standard for the mobile era.

3:05pm

Success Story — Skate to Where the Puck is Going to Be. Providing Fans with the Content they Love in a Constantly Evolving Digital Landscape

Mike Lee, Director of Digital at AEG Global Partnerships
Brett Zika, Account Manager / Digital Strategist, Hathway

Companies have for decades found immeasurable value in tying their brands to the compelling content of professional sports. However, logos on the court, ice or field don’t find their intended target nearly as often as they once did. As mobile devices have now eclipsed TV for time on screen in American’s daily lives, teams have had to insightfully explore new ways to provide value for their partners in the digital first world by telling rich stories with compelling content to reach and engage fans. Join AEG’s Director of Digital Mike Lee and Hathways Digital Strategist Brett Zika for a discussion on how strategically define, execute and measure digital content initiatives to build awareness and engagement for today’s sports fans.

3:25pm

Networking Break

3:40pm

Success Story

Austin Schumacher, Director of Entertainment Marketing, Lyft

3:50pm

Fireside Chat

Austin Schumacher, Director of Entertainment Marketing, Lyft

Q&A Conducted by: Rafi Mamalian, Chief Revenue Officer, theAmplify

4:00pm

POV

Anthony Green, SVP, West Coast, Snaps

4:15pm

Entertainment Marketing

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
From the silver screen to the I-max, from theatres to mobile phones, entertainment and brands have walked hand in hand for a very long time and there’s no sign of that stopping. When actors, artists and creatives combine their talents with smart marketers, sponsors and promoters, the stories they craft can resonate throughout the public consciousness by engaging emotionally with their audiences. Find out how marketers and entertainment professionals are making authentic relationships, forming new narratives of mutual success.

Moderator: Galen Newton, Director of Digital, Stun Creative

Cameron Curtis, Digital Marketing, Warner Bros. Entertainment
Marcelo Guerra, Senior Vice President, Digital Marketing, Game Show Network
Shannon Willett, Senior Marketing Manager, North America, Australia, New Zealand, Netflix
Kay Madati, EVP and Chief Digital Officer, BET Networks
Gillian Sheldon, Senior Vice President, Marketing, Participant Media

4:50pm

Closing Keynote

Christopher Keenan, Senior Vice President & Executive Producer, Global Content Development & Production, Mattel

5:20pm

Brand Innovators Cocktail Reception