Creating a great brand goes beyond product. Consumers are looking to connect and engage with a brand that has purpose and to successfully do so you need to ensure you focus on the people, strategy and communication. Alegra O'Hare, the brand genius behind adidas Originals, will share her three T’s (Team, Tactics, Tension) as the core pillars that create an outstanding brand.

• Creating integrated brand experiences at every touchpoint, inside and outside
• Building a master brand that matches the quality of multiple product brands
• Creating a single brand image that speaks to the soul of the company – and building that brand image from within
• Making Lenovo meaningful across a full range of products and customers – which varies in each market and each customer
• How Lenovo manages to get inside the heads and hearts of customers to evolve with them and meet them where they are

More information coming soon...

Walmart is two years into a multi-year effort to revamp its comms structure and engagement strategy with a focus on delivering content that moves the needle through owned, earned, paid and shared channels all over the world. In this session, you will learn how one of the world’s largest and most matrixed companies went from an Internal/External comms model to an “Eternal” one, and how doing the same for your brand could pay dividends for stakeholders throughout the organization…and beyond.

As data becomes the new currency and the consumer more elusive, brand marketers have the opportunity to create cultural resonance with a wonderfully diverse multigenerational audience. Creating this brand connection through compelling storytelling while delivering on the acquisition funnel with the smart use of data and technology is arguably the left-right brain combination that brands and their agency partners will be challenged with. Glean insight on their new masterbrand campaign and how Prudential is creating powerful stories for their consumers, personalizing experiences, activating influencers and balancing in-house versus external resources.

A discussion around the unique challenges and opportunities of building a consumer-facing brand within an established investment bank: the story of Marcus by Goldman Sachs.

Studies show that almost half of all US product searches begin on Amazon. If you’re a brand executive trying to navigate the Amazon challenge, you need a clear, well-articulated Amazon strategy. After you understand the opportunities and challenges of what you want to accomplish as a retailer, and how Amazon can help, you can tailor a strategy that aligns with the most effective solutions to capture max profit.

In this session, learn how to capitalize on the channel with the right blend of control, scale, and profit – including how to:

• Gain control of your products and pricing on Amazon over grey marketers and counterfeiters
• Optimize Amazon catalog listings whether you have Brand Registry control or not
• Get Amazon Retail executives to pay attention to your brand
• Accelerate new product sales without big budget national ad campaigns
• Capture strong “first-mover advantage” in Amazon top position listings in your category

Consumers have already moved to Connected TV (CTV) / OTT viewing: In fact, three in four U.S. households consume content on streaming services. While advertisers and brand marketers know they must be there, there’s tremendous fragmentation across the rapidly evolving OTT landscape.

What are the key considerations for developing an effective CTV / OTT buying strategy to reach the right audiences? This panel will share best practices, insights and latest trends in CTV & OTT advertising including:

• Tips for effective CTV/OTT buying and planning
• Deciphering OTT inventory quality
• National versus local advertising
• Best practices in OTT targeting & new measurement capabilities
• Case studies: how agencies and brands are reaping the rewards and quantifying campaign results

Labatt is one company that’s way ahead of the curve, understanding the significance of employing a ‘channel first design strategy’ in marketing. They also know the importance of ascertaining customer feedback, creating the right content for the channels that best reach their audiences—existing and new. In this session, Raj Manocha will share how, by testing digital content on Methodify’s automated research platform, Labatt's digital ads have become some of the strongest performing assets across Anheuser-Busch InBev globally.

More than ever, brands must look to employ consumer-centric marketing strategies tailored toward their target audiences. How do brands reach these audiences in an authentic way that cuts through the clutter? By building capabilities around insights to deliver unique, customized experiences at opportune moments. Mary Ann Reilly, Visa Senior Vice President, North America Marketing, explains how Visa’s data-driven marketing model has helped create bigger wins and opportunities around the world.

Kristi Argyilan, SVP of Media and Guest Engagement for Target will discuss how one of the biggest and most beloved retail brands in America is revolutionizing its marketing by thinking smaller – expanding its focus from huge brand love marketing to more customized efforts designed to meet the needs of specific consumer segments.

Map out sophisticated user journeys and identify points to deliver unique data-driven journeys for your customer at the moments that matter, ensuring your Tech Stack is working across channels. How to balance delivering personalized messaging based on customer information, triggers and more to create a new and sophisticated strategy.

Budweiser will share their 3-stage journey from Problem, Solution to Results to cut through the clutter, create relevancy and connect with customers at key moments. In this session Budweiser will share how they connected the brand at key controlled moments for greater impact.

Today’s customers expect to be served relevant, personalized content but rarely do they fit into neat little boxes. Where do you start in understanding customers at a deeper level? How do you deliver them personalized content that drives sales, conversions and awareness? Magnolia powers personalized digital experiences for leading global enterprises and is ready to share strategies for demystifying your personalization efforts.

• What is a Gamified Ad?
• How can brands leverage game mechanics to engage their audience in meaningful ways?
• Take an in-depth look at how Kellogg’s and Imagine Dragons have successfully leveraged gamification through the use of mini-game advertisements to engage users.

Inspire customers to act, as millennials expect brands to stand for something revise your brand focus to have a cause which ties to your marketing message. Learn how to really connect with customers on what they want which also standing for something in the market place.

In today’s day companies have lots of data at their fingertips and the smart ones have a brand purpose that guides their marketing decision making. While a brand purpose can be soft, built around emotion, data is the opposite. Data is void of emotion, it is factual, but as a result sometimes dry and impersonal. Bringing these two together when building your content roadmap can uniquely and strategically position a company for success with its customer base.

Create impactful content that is integrated, customer-led and unique. Hear how big brands leaders are transforming their content engagement to cut through the noise and tackle customer needs hands on. This session will inspire a new way of thinking to ensure you transform your content engagement across all channels.

In the U.S alone, consumers spend 8.7 billion minutes a month with content as they make their travel decisions. This represents an incredible storytelling opportunity for Marriott Creative + Content Marketing, a robust ecosystem that brings together unmatched storytelling, innovative technology, and a massive distribution network that rivals the largest media companies. Learn how Marriott is engaging customers and creating brand advocates by connecting content, technology and distribution in a way that truly drives the business.

As Mary Meeker outlined in her 2017 internet trends report, adults are spending an average of 3+ hours per day looking at digital media on mobile devices. It’s no surprise that this behavior is driving mobile ad spend and an increasing demand for engaging content with shorter time frames to get it done. In this session, Paul Cowan, VP of Enterprise and SMB Marketing at Shutterstock, addresses the problem of how brands have more options today to create content, yet are not set up to create content at scale. Actionable takeaways include how to scale content across multiple channels, learning which channels to prioritize for maximum engagement and types of content that resonate with customers.

A long question with a short answer: Content Networking. Not all engagement is created equal; content and engagement pioneers, Dialect, get that. The agency has developed a method of networking content and media, across all social platforms and through partnerships with the biggest global media outlets, for a true eyeball-to-wallet customer journey. The right type of content, at the right moment, on the right platform, for the right customer - and all of it measurable. Learn from Dialect CEO, John Gower and Global Content Director, Stephen Pierce, how you can use the Content Networking approach to speak to your customers’ passions in the most relevant and mutually profitable way.

Identify attribution across the entire customer journey from social media, web to offline. Develop your attribution metrics beyond first touch to take accountability across all customer interactions to get a true value of performance and identify where engagement matters most

Amid slowing industry growth, Shutterfly has embarked on a multi-year initiative to reinvent its marketing program. By delivering data-driven personalized experiences across channels, the company is fostering deeper customer relationships, resulting in increased engagement and long-term value. Hear how Shutterfly is bringing this ambitious vision to life and how it has overcome numerous challenges along the way.

Are you still competing with paid search for your marketing dollars? While we can all agree that content marketing is at least as important, the main difference is they can show ROI and you can’t. Until now. Learn how to stitch your CRM data to web analytics for the unvarnished truth about how your content contributes to revenue. Mark Boothe will share how he is relying on this data to optimize social media spend in support of content that affects the most deals. Content does support revenue and you can have hard data to report on and increase the effectiveness of your own content marketing strategy.

Key Takeaways:

• Learn from Adobe’s journey of working with content ROI data and the impact it’s had on their strategy.
• Discover how to justify your content marketing budget in the dollar-figure language the C-suite is fluent in.
• See how data can give you insights to develop a content strategy for the entire customer journey.
• Learn how you can tie your online content to leads, sales pipeline, and offline deals.
• Find out what you need to link marketing analytics and CRM tools.

Hear how social media marketing can raise brand awareness whilst driving ROI.  In this session, Hyatt will share:

• The Philosophy: What it means for social media to be modern day marketing
• How social media is redefining the marketing world
• Cut through the social landscape with impactful content
• social media measurement and tying this back to driving the business

Revise your influencer strategy to identify not just relevant influencers but those with the right audiences. Data analyze to connect the dots with influencers reach and relevancy. How to put in place the best strategy to research and create the right message.

Hear how Thomson Reuters are going above and beyond with their employee advocacy program to deliver a sophisticated content editorial strategy that leverages unique expertise, geographies, networks and more. Learn how to develop your advocacy program to incentivize your employees whilst delivering business results.

Over the past several years, the LEGO Group’s social media and YouTube presence has grown from being nearly non-existent, to a creative, fun and engaging experience across all leading social platforms, delivering meaningful interactions with millions of fans every day. As social platforms and their algorithm’s evolve, so has The LEGO Group’s approach to content marketing. In this presentation, James will take you through that evolution, and share details on how LEGO strikes a balance between organic content marketing and paid content marketing.

Hear how Social Centre of Experience is proving a huge success. Learn how DTV global has put in place the team structure, infrastructure and analytics to boost brand success.

Everyday, millions of people are posting their wants and needs on social. Brands need a way to listen for that intent and respond in real-time at scale. That's where Reply-Based Advertising™ comes in. Join this session to learn from Erik Swain, President of Respondology, how MARS Chocolates, Sony Pictures, Las Vegas Tourism and other brands are harnessing intent and the power of AI + human review to advertise to people who just broadcasted to the world they are in-market to buy their product.

With less organic reach, you need to take a more selective approach to social media marketing. Ensure you have a comprehensive strategy of when and where to post, and investing in paid opportunities to increase engagement

Hear from award-winning Sage Software, the UK’s largest tech company and global SaaS provider, on how their blog Sage Advice won “Best Business and Tech Blog in the UK” with a strategy focused on engaging, not selling. Learn how Sage’s social engagement has gone above and beyond, and how the Sage Advice team proved that engagement drives revenue impact.

In a recent Forrester survey, 55% of marketers responded that the best way they had to measure value from their content was views, shares, or likes. This kind of measurement is only slightly better than none at all; in some instances, it is actually negative. Customer-obsessed marketers must be able to connect content to business performance. Increasingly, the content that consumers trust today is content from other consumers or influencers, and Mavrck is one of a select few influencer marketing platforms built for the enterprise. In this session, learn how brands like Express, Nike, and Oreo have scaled and measured the impact of their influencer marketing programs.