February 20, 2014

  • 8:00am-8:30am | Registration
  • 8:30am-8:45am | Welcome
  • 8:45am-9:00am | Opening Remarks
  • 9:00am-10:50am | Program
  • 10:50am-11:10am | Networking Break
  • 11:10am-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!


Speaker Injures

Brandon Gutman


Sponsorship Opportunities

Marc Sternberg




Breakfast – Hosted by IBM




Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Host: Adam Kmiec, Sr. Director, Social Media and Content, Walgreens
Co-Chair: Renee Ducre, Global Marketing Director, IBM Social Business, IBM Corporation


Unleashing the Power of Social Media

The social media explosion over the past decade is arguably the most important paradigm shift in the history of brand marketing, to date.For the first time ever, consumers have a voice and the ability to establish an open and meaningful dialogue with their favorite brands. This new relationship has created a powerful tool and opportunity for brand marketers to build rapport and engage with their consumers on a 1:1 basis, 24 hours a day, seven days a week. Social has also provided brands with the a platform for turning their most loyal and avid fans into advocates and brand ambassadors; influential consumers who then leverage their social media channels and provide first hand references for their favorite brands. How are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? What’s the next big thing in social? How can social keep you at the top of your game? Learn from the best.

Moderator: Adam Weiss, Senior Vice President Global Network Development and Product Strategy, Rakuten Marketing
Keenan Beasley Vice President, Garnier, L’Oreal
Christine Espinoza, Manager, Social Strategy, Starwood Hotels & Resorts Worldwide
Neil McKenna, Director of Interactive Marketing, 1800flowers.com


Keynote — Building A Digitally Fit Organization

Adam Kmiec, Sr. Director, Social Media and Content, Walgreens

We train our bodies at the gym. We sharpen our management skills in B-school. But, we tend to neglect our digital fitness. In a world that’s constantly changing, it’s more important than ever to create a culture that enables you to keep up with the consumer of tomorrow. In this presentation you’ll learn why a digitally fit culture is important and how to apply the digital fitness concept in 2014 to keep pace with major trends.


Success Story — #ifwemadeit Super Bowl Video Campaign

Hear firsthand how Newcastle Brown Ale leveraged the power of social media to hijack the conversation around Super Bowl advertising this year.
Quinn Kilbury, Brand Director, Newcastle Brown Ale, Heineken USA


Connecting with Content

As Facebook marketing expert Mari Smith recently stated, “Content may be king, but engagement is Queen.” Authentic, original content enables brands to build trust with their consumers. The holy grail of content marketing, however, is to make it so compelling and engaging that consumers not only engage, but share it vis-à-vis social media — Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, LinkedIn, etc. — with their friends and families. How can you make meaningful emotional connections with content? What makes consumers want to share content? What are the secrets of winning with content? You heard it here first. Now tell a friend.

Moderator: Kristin Hersant, Vice President, Marketing, Livefyre
Kim Curtis, Sr. Brand Manager, Irish Spring, Colgate-Palmolive
Lupe De Los Santos, Group Manager, Hispanic Entertainment Marketing, The Clorox Company
Lauren Fleischer, Associate Brand Manager, Mondelēz International
Quinn Kilbury, Brand Director, Newcastle Brown Ale, Heineken USA



Networking Break – Hosted by IBM


Success Story — Coke Zero

Coca-Cola has a vision of Liquid and Linked marketing for the past several years. See how Coke Zero in Canada put the vision into action- creating intrigue and engagement through collaborative partnership with athletes, Youtube and the leading Sports Television station TSN. Through better insights and strategic planning Coke Zero had Canada asking “Who Is Kevin Wheeler” during the hockey playoffs leading to an increased association with the sport, more relevant and meaningful relationship with the target audience and buzz that was contagious.

Linda Cronin, Vice President, Integrated Marketing, The Coca-Cola Company


Social Media Best Practices

The do’s and don’ts of social media. Getting back to basics. Here’s the up and up on:
• Social media and community building blocks
• Establishing your social media voice
• Advocates and other leverage points
• Social media damage control
• Legal ethics and social media
The experts weigh in.

Moderator: Yan Rozovsky, Head, North America, Socialbakers
James Brown, Social Media Marketing Director, Perry Ellis International
Amber Cacali,Vice President Marketing, Saks Fifth Avenue OFF 5TH
Jason John, VP Online, Mobile, Socia Marketing, Gilt Groupe


Keynote — The Future of Advertisinig

Addie Conner, Chief Innovation Officer, SocialCode

Digital media is transforming the advertising industry, from a television and print-centric culture, to a real-time storytelling platform. Lean in to Addie’s compelling insights about what brands need to know in order to adapt successfully on all social platforms.


Q&A — Chipotle “Farmed and Dangerous”

“Farmed and Dangerous” is the continuation of Chipotle’s ongoing conversation about food, where it comes from, and how it is prepared. Produced by Chipotle and Piro, the initial four-episode season is airing now on Hulu. During this Q&A, we’ll hear from Chipotle and Piro on what it took to make and market the show, as well as their views on the future of brand entertainment and the role of social media in supporting its distribution

Matt Gorney, Marketing Project Manager, Chipotle Mexican Grill
Daniel Rosenberg, Partner, Piro


Lunch – Hosted by IBM


Keynote — Creating Crowd-Worthy Campaigns: 4 Studies of Success

Bryan Kramer, Founder and CEO, Purematter

Everyone has seen sporting events where the crowd “waves” around the stadium. It takes one person to start, a few others to notice, and the rest to make it happen. In social, sharing is also a very individual choice and experience, yet the crowds are what make social hum. So when does the crowd become the crowd? What components of content shared in social make it “crowd worthy”? In this talk, Bryan analyzes the success of crowd-dependent brands like AirBNB, the recent phenomenal social campaigns of BatKid and WestJet’s “Santa’s Surprise,” as well as more personal learning from his own crowd-based campaign, “90 Days to Ellen DeGeneres.” Both emotionally and intellectually charged, come prepared with pen, paper and tissues!


Social Media Powers Consumer Engagement

Fact: Social media drives word of mouth and consumer engagement, which in turn builds loyalty and customers for life. Learn how America’s leading brands are leveraging all social channels and new offerings from Facebook, Twitter, and LinkedIn to take consumer engagement to new heights.

Moderator: Calvin Lui, President and Chief Strategy Officer, Unified Social
Sean Kelleher, Associate Program Manager, Social Media, Liberty Mutual
Gary Milner, Director, Global Digital Marketing Manager at Lenovo
Calvin Peters, PR & Digital Communications Manager, Duane Reade


Keynote — Practically Impractical: Breaking down the business of Social Business

Mason Nelder, Director of Social Media and Digital Strategy, Verizon

We all know social goes across every department and every aspect of the business. It’s also no secret that on the business side, it’s sometimes not so obvious how a brand needs to be involved and why, or how the various digital media intertwine. We’ll take a practical look at how Social Business can be cultivated within any company and made to fulfill its core function: a healthy connection for brands to take care of their customers throughout their journey.


Networking Break — Hosted by IBM


Keynote — The Data Black Hole: Why chasing the big data solution can send you down the wrong path

Albert Chou, Chief Innovation Officer, Expion

Businesses and marketers don’t need to collect more data. They need to ask better questions. The internet of things, rise of mobile, social media and on-and-on are all megatrends creating more data, but is it creating more valuable information or just adding more costs? Learn how business leaders are 1) Leveraging data to be profitable, 2) Asking the right questions in multiple departments and lines of business to streamline processes and identify unmet needs; and, 3) Ignoring the big data bright shiny object syndrome and prefer traditional human intuition to maximize their business results.


Leveraging Consumer Generated Content and the Next Wave of Brand Experience

Social media is transforming how consumers interact with brands and express their “brand enthusiasm.” Nowhere is this more evident than in the proliferation of user generated content — including pictures and video — featuring consumers sharing their experiences with their favorite products and brands. How are brands capturing these images and encouraging consumers to continue to post? How are brands driving sales though this new channel? Do these types of consumer “endorsements represent the next wave of marketing in the digital era? Move over Spielberg and make room for the next generation of filmmakers!

Moderator: Sharon Goldstein, Chief Marketing Officer, Pixlee
Laston Charriez, Senior Vice President Marketing, North America, Western Union
Dionna McPhatter, Director Consumer & Market Insights: North America & Europe, Reckitt Benckiser
Michael Rotella, Vice President – Internet & Mobile – Digital Services Marketing, Citi


Pringles and Star Wars: The Power of Social Extension and Exponential Creativity

When Pringles decided to partner with Star Wars, they wanted to get “outside their four walls” to come up with a truly unique concept and supporting content for social. They turned to the Tongal community to figure out how to market the partnership across their various channels and create relevant content around this partnership for an extended social campaign. The results were out of this galaxy!

Mark Mansfield, Vice President, Business Development, Tongal



Lightning Round with Adam Kmiec

Twenty Questions for our Panelists and Audience


Brand Innovators Cocktail Reception