Tuesday, November 4, 2014

 
  • 8:00am-8:30am | Registration
  • 8:30am-9:00am | Welcome
  • 9:00am-10:40am | Program
  • 10:40am-11:00am | Networking Break
  • 11:00am-12:30pm | Program
  • 12:30pm-1:30pm | Lunch
  • 1:30pm-3:10pm | Program
  • 3:10pm-3:30pm | Networking Break
  • 3:30pm-6:00pm | Program
  • 6:00pm | Cocktail Reception

Subject to change

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Brand Innovators Network coming soon!

Agenda


7:30am

Breakfast

8:30am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Event Chair: Fernando Machado, Senior Vice President Global Brand Management, Burger King Corporation
Host: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators

9:00am

Keynote

Kodi Foster, Head of Brand Initiatives, Outbrain

9:20am

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: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators

Alex Buznego, Director, Business & Digital Innovation, Miami Marlins, L.P.
Lauren Cochran, Interactive Marketing and New Media, Miami Heat
Guillermo Morrone, Vice President, Head of Global Consumer and Priceless Cities Content Strategy, MasterCard Worldwide
Jose Nino, Director of E-Commerce Marketing, Customer Acquisition, Perry Ellis International

10:00am

Exclusive First Look: 2015 Millennial Brand Ranking Report

Join us for the debut of our latest research on the Millennial generation. Building on two years of surveys and panels with this important influencer target, the 2015 Millennial Brand Ranking Report demonstrates which brands are connecting with Millennials and which ones aren’t, no matter how much they spend on advertising.

Norty Cohen, CEO and Founder, Moosylvania
Valerie Morse, Director of Consumer Insights, Bacardi

10:30am

Networking Break

10:50am

Keynote — Hello, my name is (BRAND

Fernando Machado, Senior Vice President Global Brand Management at Burger King Corporation

Brands need to behave more like a PERSON than as CORPORATIONS. Standing out from the crowd is a challenge for any company in today’s hyper-competitive climate. Today, your brand is defined by what people think about it, not by what the corporation would like it to be. That’s why it is so critical to engage with people at a different level. Consumers now expect brands to add value and bring something new to the table.

11:15am

POV — The Urban Legend of Free Social Marketing

Jonathan Carroll, Vice President of Creative, Livefyre

In a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign.

11:35am

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 Carroll, Vice President of Creative, Livefyre

Adam Gagliardo, Director, Digital Marketing and Social Media, Burger King Corporation
Jonathan Stephen, Head of Digital Commerce & Airline Innovation, Marketing at Silver Airways

12:05pm

Success Story — How ‘Always On’ Insight Drives ‘Always On’ Content for the French’s Food Company

With the content explosion, brands can no longer afford to ‘plan’ the times of year where they will go out and ‘collect’ the data that will tell them exactly what they need to produce to be relevant with their consumers. Instead, they need to constantly sense and listen; adapt to trends, cultural events and new innovation in order to really drive engagement and grow their brand. This case study will showcase how the French’s and Franks brands are re-shaping their content and brand experience by building a culture and operating model that is anchored in the brand strategy but driven by an ‘always-on’ insight mentality.

Miguel Gonzalez, VP of Marketing, French’s Food Company, Food Products Division, Reckitt Benckiser
Dionna McPhatter, Managing Partner, The Strategy Collective

12:30pm

Lunch

1:30pm

Keynote — 12 Most Important Ways to Build Brand Advocates

Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators

Successful social media marketing is all about relationships, with the highest ROR (Return on Relationship™) coming from relationships with your Brand Advocates — those people who are so delighted by your product/service/brand that they can’t wait to tell their friends and their whole social networks about their experience. Author and brand marketer extraordinaire Ted Rubin shares 12 ways to build your brand advocacy base, increasing ROR while building brand equity and boosting the bottom line.

2:00pm

POV — Smart Social Strategies for Content Marketing: Measurement and Scale

Rick Martira, Sr. Director, Marketing & Strategy, Unified

Real-time marketing presents unique challenges for businesses with franchised locations. This educational session will explore how automation and reporting drive success for any brand operating at the corporate, regional, and franchisee levels. It includes a case study on the efforts of 150+ franchisees working in concert with their regional presence to earn an innovation award from Facebook, and will explore how the food and beverage industry can drive the same success.

2:15pm

Keynote — The Return of Chicken Fries

Eric Hirschhorn, CMO, Burger King North America

2:40pm

C-Suite Conversation — Achieving Balance in Content Planning: How to Maximize Engagement by Uniting theLeft and Right Brain

In today’s ever changing, cluttered social marketing landscape of new platforms, emerging markets and evolving technology, it’s near impossible for today’s modern marketer to find balance. Balance between the data-driven, more left-brained approach to effective content planning and a more creative, right-brained approach that (when done correctly) can result in pitch-perfect storytelling. One is grounded in facts and figures while the other is more intuitive and fluid, but both essential to helping brands create engaging content. So how do today’s busy marketers find the time for this delicate balancing act? It’s a problem most brands, regardless of size, are facing today. This panel discussion will explore best practices when it comes to achieving balance during the essential planning phase – and offer tips to ensure your team is utilizing both the left and right brainfor optimal results.

Moderator: George Huff, CEO, Opal
Eric Hirschhorn, Chief Marketing Officer, Burger King Corporation

3:10pm

Networking Break

3:30pm

POV

Kayvan Salmanpour, VP International, Newscred

3:50pm

Success Story — How Naked Juice Leveraged the Power of Customer Advocates to Target Key Markets

Anita Desai, VP Strategic Business Development, Tongal

In a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign.

4:20pm

Content Distribution: Paid vs. Earned Media

Content may be king, but a well thought out distribution plan is vital to any successful content marketing campaign. While social media and sharing is crucial to getting your content to go viral, it is a righteous balance between earned and owned media that will truly ensure that your content is seen by the widest audience possible. Learn how to maximize the ROI of your creative content by maximizing reach across all channels.

Moderator: Rick Martira, Sr. Director, Marketing & Strategy, Unified

Daniel Gonzalez, Sr. Director, Media Strategy, Burger King Corporation
Robin Stennet, Media Director, ADT Security Services
Stephanie Warthen, Web Innovations, Marketing Manager, Celebrity Cruises

5:00pm

Brand Innovators Cocktail Reception