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October 20th 6:30-8:00pm Optional Early Registration and networking drinks hosted by Investis Digital.
Senior Conference Organiser
CEO, Executive Creative Director
The Craftsman Agency
Chief Marketing Officer
As a chief marketing officer and transformative business leader, I am obsessed with data, exploring how data can help us frame issues, seek solutions and measure progress. Numbers are in my DNA from my studies at MIT and my business journeys at Booz Allen, American Express, Travelocity, Nutrisystem and now Northwestern Mutual.
But increasingly, I’m concerned about the dispassionate and ubiquitous application of data by business leaders who are looking to drive transformative growth for their brand. In the search for targeted outreach, higher sales, and accelerated ROI, many data-driven marketers are forgetting a fundamental truth: behind all the data lakes, bots, and trend lines are people. People that we must connect with before we can expect them to purchase. People that must trust us before they will invest in us. And that is only possible through emotion.
Please join me in discussing my approach to marketing with a focus on strategies that build in an intrinsic link between IQ and EQ. We’ll explore the power of emotion in establishing, sustaining and amplifying data-driven tactics, how to fuse big data with big emotion, the role of digital processes and human interaction, and the need for both pivot tables and personal stories. We’ll discuss a marketing philosophy for bringing these worlds together and the mindset we need to nurture in order to harness numbers and narratives simultaneously. And I’ll share a bit about how this mutually-re-enforcing model delivered a 477% increase in leads and 66% jump in unique website visits following the launch of Northwestern Mutual’s Spend Your Life Living campaign.
Aditi Javeri Gokhale
Chief Commercial Officer & President, Investment Products and Services
And other lessons from an odds-defying client/agency relationship
Founder, Chief Creative Officer
Chief Marketing Officer
Head of Strategy
Explore how Truth Initiative, the national public health organization behind the truth youth smoking prevention campaign, built brand relevance and authenticity with a young audience that is difficult to sway and even harder to convince to take action.
Chief Marketing and Strategy Officer
Digital marketing has equipped modern marketers with more data than ever before. To become a truly digital first organization it is vital you utilize this data to drive innovation and understand performance. Learn how data can transform your marketing department by informing your content strategy, optimizing your customer journey and giving you a deep understanding of your marketing funnel.
VP, CRM and Corporate Marketing Analytics
The Estée Lauder Companies Inc
Senior Vice President, Media Strategy, Audience & Analytics
Chief Innovation & Solutions Officer
What is the single most important component of your brand story? For many years at Smartling, it was technology, but this ran its course. If commerce is driven by words, global commerce is fueled by language translation. This is the premise of Move the World with Words, a brand marketing campaign that illuminates content translators. We made a conscious decision to market our B2B business like a B2C - and focused relentlessly on changing the industry’s perspective on who we are, and why we exist. Discover how we renewed our story by humanizing content translators, the engine to our service, and how you can do the same.
Adrian K. Cohn
Director of Brand Strategy and Communications
Marketing is dead! …at least according to Harvard Business Review, Forbes and Gartner it is. The reality isn’t doom and gloom, but it is becoming increasingly difficult to reach your customer. Innovation is crucial. Ensure that you are prepared to swiftly take advantage of new opportunities. Develop a strategy that inspires ambitious ideas, pioneers new technologies and embraces change.
Sr. Director, Marketing
Mishka Pitter-Armand will join the Co-CEO’s of Socialfly and Co-Hosts of the Entreprenista Podcast Stephanie Cartin & Courtney Spritzer for an intimate conversation that will dive into the relaunch of the Girl Scouts G.I.R.L brand platform. Mishka is currently leading the revitalization of the 100+ year old organization, and putting Girl Scouts on the map as the premier leadership development brand for girls and women. She develops innovative ways of working across the organization and fostering more fluid integration between functions: member acquisition and retention, GS Cookie, licensing and strategic partnerships. She will share how she was able to increase public awareness of the hundred-plus-year old scouting organization through this approach and take the Girl Scouts brand beyond boxes of cookies.
Vice President Brand Marketing
Girl Scouts of the USA
The Entreprenista Podcast
The Entreprenista Podcast
In a world full of temporary fame and attention, marketers are turning back to the timeless to create lasting impact on the audiences they serve and even their own organizations - They’re turning to books.
I’m not just talking about launching a book funnel to enhance your current campaigns, although if you haven’t done this, you should.
I’m talking about YOU, a marketing leader, telling YOUR story and writing and publishing YOUR own book.
Join me for lunch to find out how you can write and publish a bestselling book in 90 days and unlock the Author Advantage that so many pioneering leaders before you have used to change the world.
The rapidly growing consumption of short-form content on social platforms caused Branded Content advertising budgets to skyrocket by 34% in 2018, making the total addressable market approximately $23B. Brands are discovering that the secret sauce is leveraging Publisher and Creator 1st party data and authenticity for the distribution of Social Branded Content. Learn how media companies are evolving their strategies and approach to help marketers boost relevancy, reach, and revenue.
SVP, Channel Marketing & Business Development
CitizenNet, A Condé Nast Company
Senior Director, Platform Strategy
Senior Director of Social Intelligence and Measurement, Viacom Velocity
SVP Ad Strategy
VP Digital Product Development
Industry Manager – Sports & Publishing
Cut through the noise with tailored messaging at moments that matter. Leverage customer insights to identify opportune moments to deliver unique, customized experiences.
US Insights & Analytics Director, Cookies and Crackers Portfolio
Manager, Marketing Science
Chief Marketing Officer
SVP Brand Strategy
General Manager, US.
Creative is no longer about creating commercials. Today’s brands need to tell engaging and emotive stories, that connect their brand to multiple audiences. In essence they need to think like a publisher and not a marketer. Learn how the modern marketer can create and distribute engaging content on an enterprise scale just like a publisher.
Group Nine Media
Head of Digital and Social Media
Managing Director, U.S.
Global Head of Content Strategy
Global Social and Content Marketing Lead
Innovation & Digital Thought Leader
Emotions play an important role in advertising, from impacting brand affinity to driving consumer action: but measuring emotions has historically been an elusive and biased affair. Breaking the mould of traditional research, neuroscience has let us tap into the source and re-examine emotion as a quantifiable aspect of storytelling in advertising.
Learn how neuroscience informed one company’s shift from explanatory messaging to emotional storytelling, and how it would ultimately redefine its brand.
Founder & CEO
Two things will help make you successful with your digital marketing; a well-defined customer journey and a strategy that moves your prospects through each stage of the journey. Yet study after study indicate that most organizations do not have a documented content or digital marketing strategy or a well-defined customer journey. There is a strong correlation between not having a written strategy and failing at digital marketing. And, not aligning that strategy with your customer journey leaves a lot of opportunity on the table. This session will hone in on the importance of the Customer Journey – Awareness, Consideration, Decision and Advocacy. And, will give you the tools you need to start the process of creating a strategy, based on that customer journey, for your organization.
Director, Strategic Development
In this session we unpack the ‘fake news’ to explore what it really is, what it means for brands and their marketing teams, why it’s a concern and what you can do about it.
VP Crisis Intelligence
They may be crying at Cannes, but just how engaging was that tear jerking creative? How much revenue did it generate? And what affect did it have on your overall brand? Sometimes we need to know the hard numbers behind an emotional experience. Learn how to marry an imaginative mindset with a disciplined analytical one, to drive great storytelling and even better results.
Lead Creative Researcher
AVP, Digital Marketing
United Wholesale Mortgage
Group Nine Media is home to category-leading brands (NowThis, The Dodo, Thrillist, and Seeker) across multiple editorial categories, and reaches nearly 75% of Millennials ages 18-34 each month, primarily via mobile-first video. Much of the company’s video success is driven by a thorough insights process that focuses on creative detail, audience-specific content, and relying on the metrics that really matter. Hear from Bobby LaCivita, VP of Research and Measurement at Group Nine on how the company leverages TV-quality, mobile video to capture viewers' habitual attention.
Vice President of Research & Measurement
Group Nine Media
For any brand or organization, content means something different, whether it is because every brand has its own set of stories to tell, or because every brand's customers are unique and rapidly changing, or in many cases, both. So it comes as no surprise that content for these changing customers, must also evolve. Brands understand the importance of strategic content and who should be creating it, it is now a matter of what the next iteration of content looks like. Hear from Paige Winburn, Global Head of Content Strategy, MetLife, on understanding ways to keep up with your evolving customer base and how to incorporate data and insights to develop a more customer-centric approach to content. She'll talk about the ways we can be smarter about storytelling, talking to customers, understanding the customer journey, and how personalizing content will manifest itself in the next few years.
The consumer demands of a restaurant to be considered for a meal is rapidly changing with accessibility and a digital first mind set at the forefront of creating loyalty. How is the 67 year old Church’s Chicken brand meeting these changing consumer behaviors with food on demand to stay relevant and drive new revenue.
Vice President Digital Marketing & Technology
Influencer marketing is great way to both amplify your reach and build brand relevancy but finding a charismatic or informative influencer isn’t enough to be successful. Ensure you are reaching the right demographics with a strategy driven by data and grounded in audience insight.
Director of Analytics and Audience Development
Univision Creator Network
Brand and Strategy
The Craftsman Agency
CMOs know Brand contributes significantly to the bottom line. Most, however, can’t prove it because attribution is a team sport and it has been impossible to credibly integrate marketing and non-marketing data. See how Brand Economics can demonstrate the undeniable link between brand and financial performance. Forget Marketing ROI. Think Brand ROI.
Brand Economics explains how typical brand measurement fails; how to integrate brand and organizational performance metrics; how to prove the financial outcome of a strategy; how to quantify whether business units enhance or impair brand’s revenue performance, and more.
For CMOs fighting to prove brand’s financial impact, Brand Economics is the ultimate weapon.
President & Brand Economist
CEO & Chief Brand Economist
According to a MIT study, 90 percent of information transmitted to our brain is visual. In fact, the human brain processes images in just 13 milliseconds, which is 60,000 times faster than text. Since we are visual by nature, shouldn’t we be using this skill to understand emotion? Fast, instinctive and emotional feelings have the greatest impact on consumer behavior. Understanding people at this level gives you direction on how to forge a closer connection with your customers.
Todd Trautz, Chief Innovation Officer at global insights company, Maru/Matchbox, will share his latest thinking on the importance of building connections with consumers on an emotional level. He will showcase a patented visual semiotics methodology that helps understand:
Following a traditional, cookie-cutter marketing approach is the best way for a brand to get left behind. Take a deep dive into the comprehensive, award-winning marketing effort to launch the rebranding of JennAir, a campaign that revolutionized the appliance category. Learn how to bring progress to the forefront of your own organization’s marketing efforts. The session will focus on:
Product and Brand Marketing Director
Your consumer wants your brand to take a position to have a purpose. As many as 55% of consumers are willing to pay more to a brand that aligns with their beliefs. It doesn’t need to be Colin Kaepernick controversial, but your brand purpose and values need to be communicated authentically through everything you do.
Marketing Vice President, Hydration Portfolio
More than 270B emails are sent each day. Gmail recently added support for dynamic content within email by using the fast and secure AMP framework, enabling emails to provide more engaging, interactive and actionable user experiences. AMP Email is a new innovation that allows email senders to create emails that deliver real-time information and allow consumers to take interactive actions directly within the email. Join Jon, a PM from Gmail, to learn how you can engage your audiences in a new way and about how major brands have already seen a 100% increase in clicks using this technology.
In this fireside chat, Mike Ciprari, Co-Founder of SJC Custom Drums, reveals how the DIY and partner marketing techniques he used to build a multi-million dollar international brand can be applied and scaled in your organization.
SJC Custom Drums
Belonging Factor Podcast/Book
Despite the globalization of everything, consumers have come to expect more relevant and targeted messaging than ever before - this creates a challenge for marketers launching campaigns simultaneously in markets around the world. Translation alone doesn’t cut it and cultural mis-steps, amplified across social media, have caused immense harm to some big-name brands in the past year.
In this session, Marianne Bunton, Director of Enterprise Product Marketing at Shutterstock, addresses the challenges of creating authentic localized campaigns at scale. Actionable takeaways include how to scale content across multiple countries, case studies on brands who are nailing localization, and a checklist of factors to consider when localizing your campaigns.
Director of Enterprise Product Marketing
Privacy has taken center stage as device and data proliferation has clashed with a dramatic increase in high profile breaches. This clash is impacting how consumers engage with your brand and whether or not to ultimately trust you. This session will give you critical insights into consumer sentiment about privacy, what the current privacy landscape looks like for businesses, and outline steps you can take to make sure your company is not tomorrow’s headline.
Key takeaways for attendees include:
Chief Consumer Security Evangelist
After years of focusing on visual identity, Franklin Templeton’s brand team realized their pictures could only tell so many words – and their actual words were lacking. They sounded like everyone else in asset management: formal, verbose, and overly technical. Find out how they turned it around by rethinking their language, and ultimately reinventing their brand.
Global Brand Director
Chief creative officer
America's fastest growing frozen novelty brand, My/Mo Mochi Ice Cream, launched its nationwide “Because, Whatever” campaign series this summer. During this session, CMO Russell Barnett will talk about the inspiration behind the campaign and how it bridges the fun and playfulness of their brand with the everyday lives of their customers. Hear how the campaign helped create an emotional connection between the product and its fans, what Russell learned along the way and how it will shape their next campaign.
Chief Marketing Officer
My/Mo Mochi Ice Cream
Millennial Small Business Owners (MSBOs) aren’t all just kombucha and avocados. They’re the future, and they command billions in spending power. And, if you’re not actively working to understand them, you’re missing out. Cargo’s Dan Gliatta & Miki Velemirovich share key learnings and insights that could help market to Millennial SBOs more effectively.
At the end of this session you will be able to:
The premise is simple: In a world filled with advertising, cut through the noise and create a genuine bond with your customer, through a shared memorable experience.
Whether it’s a physical installation or digital, think outside the box and allow you customer to interact with your brand in a more engaging way.
Chief Marketing Officer
Creating new content is not always the answer to better content marketing. In this session you will find out how Condé Nast optimized existing content using key insights from SEO research—and increased traffic more than 200%. This session reveals the details you need to optimize and refresh evergreen content that works harder for you month after month.
VP, Audience Development Strategy
Director of Brand Marketing
Nancy Twine is the CEO and Founder of the popular clean haircare line, Briogeo. Since launching less than six years ago, Briogo has seen massive growth and has become the number-one selling haircare line at Sephora.
But Briogeo is about more than just hair. It’s about a diverse community of women.
In this session, Anand Kishore, founder and executive chairman of AspireIQ, will speak with Nancy about how she was able to build a multi-million dollar brand by placing diversity at the core of everything Briogeo does. Attendees will learn:
CEO and Founder
Founder and Executive Chairman
The California Consumer Privacy Act (CCPA) gives California consumers new rights over their data, but it's causing more challenges for marketers. With the law going into effect on 1 Jan 2020, how should marketers prepare for rights to request, delete and opt-out of the sale of personal information? How can marketers comply with privacy laws while remaining on-brand, customer-centric and maximizing opt-in? In this session, we’ll share what marketers need to know about the CCPA, provide a 6-step guide to demonstrating ongoing compliance and share best practices for creating an effective and compliant CCPA marketing strategy.
Director, OneTrust PreferenceChoice
Hear how Orangetheory Fitness’s ‘More Life’ campaign used member stories to create an authentic and engaging narrative around their brand. Chief Brand Office Kevin Keith explains how they differentiated the company from their competitors by aligning their brand story with the values of their customer.
Chief Marketing Officer
Until recently, veganism has had an image problem. While it’s becoming more mainstream with brands like Impossible Foods, many consumers - particularly men in traditional gender stereotyped roles - don’t see it as a culturally acceptable option, even though they may agree with it socially.
Imagine how that changed for many when RZA, from legendary hip hop band Wu-Tang Clan (who also happens to be vegan) teamed up with White Castle to promote its latest vegan-friendly endeavor, Impossible Sliders in a bold brand partnership.
Hear from Mustafa Shaikh, Co-Founder and President at 36 Chambers, a lifestyle company co-founded with RZA, that specializes in music, fashion and art, on how to change cultural perceptions through brand positioning and partnerships. Mustafa will also talk about the future plans in play to bring veganism to the masses, in a category outside of food.
Co-founder and President
There has been a huge consumer shift to messaging. Now brands are using conversation to engage their customers in more authentic and human manner than ever before.
Global Business Marketing, Messaging
For over 20 years, Chris Husong, VP of Marketing & Communications for Elixinol, has elevated brands in highly regulated industries, including marijuana and hemp. Husong’s approach isn’t taught in MBA programs, it’s honed over decades of real-world brand success within regulated industries, in both emerging and enterprise environments. From traditional media to digital and out of home advertisements, Elixinol’s marketing has received global accolades and helped Elixinol become one of the world’s most highly valued CBD brands. Husong’s marketing strategies are focused and disciplined while remaining nimble enough to be opportunistic. No matter your business’ size, you’ll learn strategies and tactics you can begin implementing immediately, including long-term building blocks and immediate activation opportunities. Husong will openly share the most important strategies to building a successful brand in today’s highly competitive, but restrictive, marketing environment.
Head of Marketing
Green Sky Strategy
Event Presentations • Event Audio • On Demand Subscription
Lead Project Director
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