Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators, author of Return on Relationship
Catherine Balsam-Schwaber, Chief Content Officer, Mattel
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
Nicolaus Reynaud, VP & Chief Marketing Officer, Kmart Apparel
Q&A Conducted by: Adam Meshekow, EVP Strategy & National Sales, SITO Mobile
Brandon Bergmark, Head of Sales, West, Outbrain
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.
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
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.
“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
Matt Wolf, VP Entertainment, Ventures & Strategic Alliances, The Coca-Cola Company
Moderator: Anthony Green, SVP, West Coast, Snaps
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.
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
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.
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.
Austin Schumacher, Director of Entertainment Marketing, Lyft
Austin Schumacher, Director of Entertainment Marketing, Lyft
Q&A Conducted by: Rafi Mamalian, Chief Revenue Officer, theAmplify
Anthony Green, SVP, West Coast, Snaps
“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
Christopher Keenan, Senior Vice President & Executive Producer, Global Content Development & Production, Mattel