Thursday, March 13, 2014

  • 7:30am-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-3:00pm | Program
  • 3:00pm-3:30pm | Networking Break
  • 3:30pm-5:00pm | Program
  • 5:00pm | Cocktail Reception

Subject to change

Get Connected

Brand Innovators Network coming soon!

Contact

Speaker Inquiries

Brandon Gutman

917-843-7606

Sponsorship Opportunities

Marc Sternberg

310-403-3330

Agenda

7:30am

Breakfast Hosted by JetBlue

8:30am

Welcome

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Ted Rubin, Acting CMO, Brand Innovators, social marketing strategist, keynote speaker, brand evangelist, and author of Return on Relationship
Chair: Jonathan Stephen, Head of Mobile and Emerging Technologies, JetBlue Airways

9:00am

The View From 35,000 Feet

There are more than 6.5 billion mobile phones in use worldwide and in 2014 shipments are expected to exceed one billion for the first time. While growth is being fueled by developing markets like China and India (there are more mobile phones than tooth brushes in the world), U.S. penetration is at close to 100%, with mobile ad spending expected to grow by over 50% in 2014, to over $4 billion, according to PWC. The laptop fueled the first twenty years of online advertising, but the future belongs to mobile. What’s your strategy?

Moderator: Alison Merlino, Vice President, Millennial Media
Jennifer Barckley, Director, Brand Communications and Values, The Body Shop
Andrew Eis, Senior Brand Manager, Lysol, Reckitt Benckiser
Scott Marcus, Sr. Brand Manager, belVita Breakfast Biscuit, Modelez International

9:40am

Keynote

Victor Lee, Vice President, Digital, Hasbro

10:10pm

Keynote — Wearable Computers and the New Marketing Currency

Brad Berens, Ph.D., USC Annenberg Center for the Digital Future Senior Research Fellow; Principal, Big Digital Idea Consulting

In 1996 avant-garde musician Brian Eno presciently wrote, “Stop thinking about art works as objects, and start thinking about them as triggers for experiences.” Marketers should apply this advice to their products since it’s the only way for brands to fight the inexorable force of de-commodification. But how? How can companies bridge the gap between product and experience? Today’s keynote address will explore one answer: the new wearable computer ecosystem and how savvy companies create currencies around their brands that, in turn, create platforms for customer-to-customer (C2C) interaction.

10:40am

Networking Break — Hosted by JetBlue

11:00am

Keynote — Mobile: The Ultimate Loyalty Platform

Jonathan Stephen, Head of Mobile and Emerging Technologies, JetBlue Airways

Whether for business or simply for pleasure, mobile has had a major impact on air travel. Increasingly, airlines today are using this channel for travel services, commerce, and marketing. With the ever changing landscape of innovation and technology, Airlines are now more than ever embracing these capabilities as well as extending their brand through these channels. This session will also discuss how the JetBlue Airways has used this technology to not only engage with their customers, but also enhance the travel experience for the connected traveler.

11:20am

The Travel and Hospitality Industry Takes Off with Mobile

Whether it’s for business or pleasure, Americans always seem to be on the run, booking airline tickets, reserving hotel rooms, and making other arrangements on a moments notice. Mobile devices have literally put the world at our fingertips, making it even easier for consumers to get away. Go online or download an app, and you are just a touch away from avenues of Paris or the beaches of Bali. How are the world’s leading travel and hospitality brands leveraging mobile devices and other emerging technologies to engage more closely with their consumers, build loyalty, and drive long term growth? Once more, how is mobile changing and enhancing the travel experience? Get a first class education here.

Moderator: Gregory Kennedy, VP Marketing, TapSense
Phillip Easter, Director Mobile Apps, American Airlines
Andrew Miller, Product Manager – Mobile App, United Airlines
Arlie Sisson, Mobile Strategy, Starwood Hotels & Resorts Worldwide
Jonathan Stephen, Head of Mobile and Emerging Technologies, JetBlue Airways

12:00pm

Keynote — Ted Rubin

Acting CMO, Brand Innovators, social marketing strategist, keynote speaker, brand evangelist, and author of Return on Relationship

12:30pm

Lunch Hosted by JetBlue

 

1:30pm

POV — The Next Wave: Interest Graph Targeting on Mobile

Josh Sitzer, VP Marketing & Sales, Pinsight Media+, Sprint

More people now access the Internet on mobile than via the PC, and usage of smartphones and tablets is through the roof. Yet mobile ad spending still lags behind other media. Although many brands are still ambivalent, smart brands are starting to embrace mobile advertising, and the very smartest ones are finding it to be a source of significant competitive advantage. Why? Because mobile is so personal, it is now possible to target an audience with unheard of precision. Learn how smart marketers are tapping into users’ purchase intent by targeting based on their interests and achieving game-changing engagement rates along the way.

2:00pm

Farmed and Dangerous: A Case Study of Values Integration in Strategic Entertainment for Brands

“Farmed and Dangerous” is an original comedy series that satirically explores the world of industrial agriculture in America. The four-episode season was presented on Hulu and Hulu Plus beginning, February 2014. The goal of “Farmed and Dangerous” was to create a dialogue about where our food comes from and integrates Chipotle’s values and commitment to serving food made with the highest quality ingredients through the content and themes of the show itself, without any explicit Chipotle branding. It was important to make complex issues about food production more understandable and even entertaining and to reach audiences who have not typically been tuned into these types of issues. The characters and plot reflect Chipotle’s position on sustainable agriculture and enables Chipotle to communicate with more engagement than traditional advertising.

William Espey, Brand Voice Lead, Chipotle Mexican Grill
Daniel Rosenberg, Partner, PiroVision

2:30pm

Let Your Fingers Do the Walking: Mobile Commerce Breaks the Bank

With mobile estimated to account for almost 20% of online sales in 2014, it has become the one of the most important — and fastest growing — channels for retailer and e-tailers. Why is mobile “form factor” so important form the E-commerce industry? What’s the future of tablets? How do you drive mobile traffic and conversions?

Moderator: Danny Kourianous, SVP, Product, Rakuten Marketing
Scott Lux, Vice President E-Commerce and Multi Channel, Diesel
Shivika Sinha, E-Commerce Marketing Manager, INTERMIX

3:10pm

Networking Break — Hosted by JetBlue

3:30pm

Q&A with JetBlue’s Michael Stromer

When it comes to innovation, JetBlue has been pushing the envelope since the airline was founded in 1998. From its groundbreaking mobile app and loyalty program, to onboard satellite television and new broadband service, JetBlue has continuously differentiated itself as a leader in using technology to engage with its consumers and provide the best in-flight experience possible for its loyal following of consumers. For the past seven year’s Michael Stromer has been one of the key people driving innovation at the company. In this Q&A, Michael will discuss how JetBlue stays on the cutting edge of consumer engagement and customer success at every level.

Michael Stromer, Vice President Customer Connections, Marketing – Digital, Loyalty, and Corporate Social Responsibility, JetBlue Airways\
Harry Kargman, CEO, Kargo

4:00pm

Mondelēz Futures — Breeding Innovation

By every measure the Mondelēz Mobile Futures program is unprecedented in corporate America. Even more incredible, Mobile Futures has recently spun off two extremely innovative startups. Learn more about b.me and Betabox from the entrepreneurs who brought them to life.

b.me: Reinventing Storytelling

Lauren Fleischer, Senior Associate Brand Manager, Candy, Mondelēz International

Betabox: Product Sampling 2.0

Sonny Byrd, Co-Founder and CEO, Betabox

4:40pm

POV — Digital Engagement: Putting Mobile in Context

Michael Rotella, Vice President – Internet & Mobile – Digital Services Marketing, Citi

5:00pm

Lightning Round with Ted Rubin

Twenty Questions for our Panelists and Audience

5:15pm

Brand Innovators Cocktail Reception Hosted by JetBlue