May 10, 2013

  • 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-4:00pm | Program
  • 4:00pm | 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 Pepperidge Farm

8:30am

Welcome


Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Co-Chair: Jared Konstanty, SVP/GM of Pepperidge Farm Baked Snacks, Pepperidge Farm

9:00am

Coming to Grips with the Next Frontier of Consumer Engagement

As technology evolves, having a sustainable consumer engagement (CE) strategy is becoming more and more critical for brand marketers. Social media, digital video, content marketing, loyalty programs, and Internet-enabled mobile devices have provided important new tools for engaging consumers. In addition, the incredible surge in structured and unstructured data from these new forms of media can now provide important consumer insights, immediate feedback about the effectiveness of your marketing investments, and new opportunities to enhance and improve the brand-consumer experience across all customer touch points, exponentially increasing the effectiveness of your brand marketing efforts. Exciting times indeed. Learn how to leverage technology and information to grow your brand and boost your bottom line.

Moderator: Michael Parkes, SVP, North American Sales, Adconion Direct
Amy Buckley, Associate Director of Global Loyalty Marketing- SPG, Starwood Hotels & Resorts
Elliot Lum, VP Strategic Marketing, Columbia Records
Jeff Larson, VP Global Marketing, Subway Restaurants
Karen Marks, Director, Integrated Marketing, Pepperidge Farm

9:40am

Keynote

Jim Norton, SVP, AOL Advertising, AOL

10:05am

Content Marketing Fuels Brand Authenticity

Content marketing is one of the fastest growing disciplines of brand marketing. Leading brand marketers are more committed than ever to creating original content, blogs, custom presentations, and full-blown contextual websites about their products and industries. At the same time, digital video, social media, and mobile devices, have become important channels distributing original brand-centric content and enhancing the value of earned and owned media. When executed well, successful content marketing strategies also result in more consistent and authentic connections with your consumers, increasing brand loyalty and catapulting consumer engagement. How can brands make sure that their content strategy matches their need to be transparent and credible? Hear brand leaders discuss the impact of their brand content strategies and other tactics for the “brand newsroom.”

Moderator: Mark Burrell, Co-Founder, Tongal
Hilary duPont, Content Manager, Chobani
Jorge Luis Fontanez, VP and Marketing Manager of Chase Community Giving, J.P. Morgan Chase & Co
Jennifer Paoletto, Sr. Brand Manager, Lego
Rebecca Fretty, Chief Marketing Officer, Phoenix Brands

10:40am

Networking Break

11:00am

Brands Tune in to Mobile

According to ABIresearch over 1.6 billion mobile phones were shipped last year, and by the end 2013 over 1.4 billion smartphones will be in use. In addition, consumers spend an average of 50 minutes a day on their mobile devices, and their time spent on these devices is increasng faster than all other media. Mobile is also powering a surge in E-Commerce in just about every industry known to man. Suddenly, mobile is the number one strategic priority for brand marketers around the world. Indeed, mobile may very well be the most important platform for engaging with your consumers — vis-à-vis social media, digital video advertising, content, and E-commerce — since, well, the Internet. Hear first-hand how leading brands are embracing mobile

Moderator: Will Kassoy, CEO, AdColony
Zach Barkus, Manager, Mobile & Emerging Media, Campbell Soup Company
Arlie Sisson, Mobile Strategy, Starwood Hotels & Resorts
Kevin Vine, Interactive Marketing Manager, Dunkin’ Brands
Steven Tristan Young, Sr. Director, Customer Acquisition and Restaurant Marketing, Seamless.com

11:40am

Success Story — HJ Heinz Collaborates with Consumers for Successful Website Re-Launch

Amy Kleppinger, Associate Research Manager, Consumer and Customer Insights, HJ Heinz

12:05pm

Keynote — Building Competitive Advantage Through Purpose

Michael Simon, Executive Vice President and Chief Marketing Officer, Panera Bread

In a world where every restaurant concept attempts to drive the customer across their lease line by touting their functional differentiation, Panera Bread has taken a different approach. Panera believes that to move the consumer from preference (“I prefer their soups, salad and sandwiches”) to love thereby truly building a deep and powerful long-term relationship, Panera must connect with consumers through what they stand for, not simply what they sell. CMO Michael Simon will share Panera’s marketing efforts to build customer engagement through a shared sense of values.

12:30pm

Lunch — Hosted by Pepperidge Farm

1:30pm

Keynote — How Norelco is using Digital Media to Disrupt a Category and Engage with a New Consumer

Jacopo D’Alessandris, CMO, Philips Consumer Lifestyle North America

Learn the process that Philips has been following to position the Norelco brand to recruit millennials, and see the new campaign that uses extensively new media to engage with this “hard to get” target group.

1:50pm

Social Engagement: Finding and Caring for your Brand Ambassadors

The right social media strategy can engage your most loyal consumers, attract new ones, and ultimately create an army of brand ambassadors — the Holy Grail of social media. This practice transcends evangelism and is one of the most efficient ways to turn a customer into an extremely valuable long-term asset. How do you do it? How do you sustain it?

Moderator: Ajay Ramachandran, Chief Marketing & Product Officer, Dynamic Signal
Mark Aikman, 
Social Media Lead, Mercedes-Benz USA
Jessica Elefante, Director of Digital Strategy & Public Relations, Materne NA/GoGo squeeZ
Stephen Leu, Marketing Strategist, Nitto Tire
Carlos Zepeda, VP Marketing, Alpargatas USA/Havaianas
Sam Martin, Sr. Brand Manager, Timex Group

2:30pm

Success Story — Goldfish “50th Anniversary”

Patsy Fox, Director of Breakthrough New Business Development, Pepperidge Farm

The Goldfish® brand has been bringing smiles to kids and parents for over 50 years. The brand has been on a tremendous growth trajectory and is one of the shining stars in the Campbell’s portfolio. The team will take you through some of the highlights from the past year as well as their vision for future growth.

2:55pm

Networking Break

3:10pm

Success Story — Geeking out in Real-Time: GE Celebrates Inventors’ Day & Pi Day

Jon Lombardo, Leader, Social Media COE, General Electric

Invention and engineering are core to GE’s brand – and also passions shared by countless enthusiasts online. How can GE connect with those enthusiasts in Real Time yet also organically? We’ll look at two case studies to explore what does and doesn’t work.

3:35pm

Keynote — Re-Inventing Your Brand


Michael Uslan, CEO, Branded Entertainment, producer of the Batman series of movies — including the recent The Dark Knight Rises, which grossed over $1,081,000,000 worldwide — and the first instructor to teach “Comic Book Folklore” at Indiana University. Author of The Boy Who Loved Batman: A Memoir.

4:00pm

Brand Innovators Cocktail Reception — Hosted by Pepperidge Farm