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October 21 - 22, 2019|New York, US

2018's Globally Renowned Speakers


Olivier Ropars

Olivier Ropars

Chief Marketing Officer // Vice President, StubHub // eBay

Jill Cress

Jill Cress

Chief Marketing Officer, National Geographic

Terrance Williams

Terrance Williams

Chief Marketing Officer and President, Emerging Businesses, Nationwide

Molly Battin

Molly Battin

Executive Vice President and Global Chief Communications and Corporate Marketing Officer, Turner

Jennifer Storms

Jennifer Storms

Chief Marketing Officer, NBC Sports Group

Mary Ann Gallo

Mary Ann Gallo

Chief Communications Officer, Hitachi Vantara

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Mary Ann Gallo leads the global organization responsible for driving the Hitachi Vantara brand through compelling storytelling. As vice president and chief communications officer, Gallo is responsible for the company’s brand and creative services, global public relations, investor relations, industry analyst relations, social media, executive and internal communications, global events and customer advocacy groups.

Prior to joining Hitachi in 2009, Gallo led Global Communications for virtualization leader, VMware. Prior to VMware, Gallo was vice president and group head of the Enterprise Software and Security Group at Edelman, the world’s largest independent public relations agency. Her clients at Edelman Silicon Valley included TIBCO, Symantec, iPass and start-ups in the security space. Gallo’s 20-plus years in marketing and journalism fields have also included several senior marketing roles at technology startups like Luminous Networks, an optical networking company and Resonate, a software performance management company.

Gallo began her professional career as a radio and television broadcast reporter and leverages those storytelling skills today. Gallo was a reporter/anchor for the CNN-radio affiliate, KLIV in Silicon Valley and was an on-air television reporter for CBS-affiliate, KBIM-TV in New Mexico.

Gallo has completed executive leadership programs at the Tuck School of Business, Dartmouth, IMD Business School in Lausanne, Switzerland and the WOMEN Unlimited LEAD program. Gallo is an avid proponent of diversity issues and founded the Women of Hitachi program. She also serves on the Board of Advisors for U-Jam Fitness, an athletic dance fitness program featured at gyms and fitness centers around the world.

Brian Flinn

Brian Flinn

Chief Marketing & Communications Officer, WWE

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Brian Flinn is the Chief Marketing & Communications Officer at WWE, overseeing all marketing and corporate communications functions for the brand, including global consumer marketing, WWE Network marketing, creative services, special events, publicity, media relations and corporate communications.

A key member of WWE’s senior management team, Flinn joined WWE in 2012 as Senior Vice President, Marketing and was promoted to Senior Vice President, Marketing & Communications later that year. Previously, Flinn held leadership roles at the NBA, including Senior Vice President, Marketing.

Scott Weisenthal

Scott Weisenthal

VP, Global Creative + Content Marketing, Marriott International

Robin Rotenberg

Robin Rotenberg

Chief Communications Officer , BASF

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Robin C. Rotenberg, BASF Corporation’s Vice President, Corporate Communications and Chief Communications Officer, leads all strategic and tactical elements of BASF’s internal and external communications in North America. In her current role, which she assumed on February 1, 2009, she is responsible for media relations, marketing communications, advertising, executive communications, community relations, employee communications, trade shows and special events, and brand management.

Prior to her current position, Ms. Rotenberg served as President of BASF Canada, a position she had held since April of 2005. In this role, she was responsible for all BASF businesses in Canada, including Agricultural Products and Nutrition, Chemicals, Performance Products and Plastics. In addition, Ms. Rotenberg had responsibility for the management of BASF Canada’s internal services including Communications, Legal, Human Resources, Finance and Logistics.

Prior to her tenure as President, Ms. Rotenberg was BASF Canada’s General Counsel and Corporate Secretary, with responsibility for Communications, Legal, Insurance, and Real Estate issues.

Ms. Rotenberg earned a Juris Doctor from the University of Western Ontario and was subsequently called to the Ontario Bar in 1987. She holds a Bachelor of Arts degree in Political Studies and a Bachelor of Education degree from Queen’s University, Kingston, Ontario.

In 2012, Ms. Rotenberg and her department received PRSA’s Pyramid Award, Best Special Program category, for the development and implementation of BASF’s science education programs throughout North America.

A native of Toronto, Ms. Rotenberg lives in northern New Jersey with her husband, has three children and a grandson.

Ira Rubenstein

Ira Rubenstein

Chief Digital and Marketing Officer, PBS

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As Chief Digital and Marketing Officer, Ira Rubenstein leads digital consumer experiences and marketing for PBS. In this role, Mr. Rubenstein focuses on continuing PBS’ digital evolution through the development, implementation and scaling of world-class digital services and marketing content strategies. He also oversees the business intelligence group and leads comprehensive marketing programs to acquire, retain and engage audiences across platforms for the benefit of member stations.

Mr. Rubenstein joined PBS in 2014 as Senior Vice President and General Manager, PBS Digital, and led the expansion of PBS’ general audience and children’s content to mobile devices, over-the-top (OTT) services and other digital platforms. His accomplishments include an updated PBS.org, which yielded dramatic growth in traffic to station websites and online station donations. He spearheaded the development of Passport, a video offering available through member stations that provides donors on-demand access to a rich library of public television programming. He also led the expansion of PBS Digital Studios, PBS’ network of online-original content.

Mr. Rubenstein has more than 20 years of experience leading digital entertainment businesses. Prior to PBS, he was Chief Executive Officer and a member of the Board of Directors for mobile media company MeeMee Media. Mr. Rubenstein also served as Executive Vice President, Digital Marketing for 20th Century Fox where he established the Digital Marketing organization and led the team behind ground breaking social and mobile campaigns for PrometheusChronicleRise of the Planet of the ApesX-Men: First Class, and other major motion pictures.

Before joining Fox in 2011, Mr. Rubenstein was Executive Vice President of Marvel Entertainment’s Global Digital Media Group. During his tenure, he led strategic global digital initiatives related to websites, digital comics, games, digital video distribution, and launched the award-winning Marvel Digital Comics iPad app.

Mr. Rubenstein joined Marvel after more than 12 years at Sony, most recently as Executive Vice President, Content Strategy and Acquisitions. In that position, Mr. Rubenstein led the organization’s acquisition of content for all Sony devices and negotiated global content deals with major networks, movie studios, game companies and music labels. While at Sony, he also developed worldwide digital marketing, product and distribution strategy for Sony Pictures, and oversaw the rapid growth of sonypictures.com, which ultimately became a top 10 entertainment site. In addition, he led the establishment of Movielink, a first-of-its-kind online, video on-demand service, and managed the digital growth of the studio’s most important brands, including Wheel of FortuneJEOPARDY! and Seinfeld.

Mr. Rubenstein holds a B.A. in Management Science from the University of California, San Diego and has an M.F.A. from the Peter Stark Producing Program at the University of Southern California. He is a member of the Academy of Motion Pictures Arts and Sciences, the Academy of Television Arts and Sciences and the Producers Guild of America. In addition to awards for his work from Clio, Promax, Key Art, the Webby Awards, and others, Mr. Rubenstein has twice appeared on The Hollywood Reporter’s “Digital Power 50” list and has also been featured on the PGA’s “Digital 50” list, which recognizes new media innovators.

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Ricardo Marques

Ricardo Marques

Group VP Marketing Core and Value Brands, Anheuser-Busch InBev

Alegra O'Hare

Alegra O'Hare

Vice President of Global Communications, adidas Originals and Style

Chris Villarreal

Chris Villarreal

Vice President of Integrated Marketing Communications, Marcus by Goldman Sachs

Liz Matthews

Liz Matthews

Senior Vice President, Global Brand and Experiential Marketing, Dell

Kristi Argyilan

Kristi Argyilan

Senior Vice President, Media, Guest Engagement & Measurement, Target

Mary Ann Reilly

Mary Ann Reilly

SVP of North America Marketing, Visa

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Full speaker list • Full conference agenda • Audience breakdown

Courtney Harwood

Courtney Harwood

VP of Global Digital Marketing, Xerox

Maureen Ahmad

Maureen Ahmad

Director for brand strategy and content, Lenovo

Tracy Harlow

Tracy Harlow

Vice President, Digital Strategy & Brand Engagement , Walmart

Alison Herzog

Alison Herzog

Director, Global Social Business & Digital Strategy , Dell

Ellen Gerstein

Ellen Gerstein

Head of Content, Pfizer

Casey Hall

Casey Hall

Director, Social Media, Thomson Reuters

Paul Price

Paul Price

Group CEO, CoCreativ

John Wall

John Wall

Vice President Content & Creative, QVC

Brian Border

Brian Border

‎Vice President of CRM, Shutterfly

Brian Kraemer

Brian Kraemer

Director, Global Social Media, Hyatt Hotels Corporation

Justin Reilly

Justin Reilly

Former Head of Customer Experience Innovation, Verizon Fios

Andy Gorski

Andy Gorski

Sr. Director of Marketing, Best Buy

Blake Jackson

Blake Jackson

Sr. Director of Brand Content, Walmart

Paige Winburn

Paige Winburn

Vice President and Global Head of Content Strategy, MetLife

Niharika Shah

Niharika Shah

Vice President and Head of Brand Marketing & Advertising, Prudential Financial, Inc.

Marcello Coltro

Marcello Coltro

Senior Vice President responsible for Marketing, Creative, and Digital, NBCUniversal International Networks

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Full speaker list • Full conference agenda • Audience breakdown

James Gregson

James Gregson

Senior Global Social Media Manager, LEGO

Greg Lull

Greg Lull

Chief Marketing Officer, Credit Karma

Timothy Seward

Timothy Seward

Founder & CEO, ROI Revolution, Inc.

Catherine Brew-Cain

Catherine Brew-Cain

Senior Director, Brand Marketing, McKesson

Anelia Varela

Anelia Varela

Chief Creative Officer, The Writer

John Gower

John Gower

CEO, Dialect Inc

Matt Howell

Matt Howell

Global Head of Strategy and Customer Experience, Bloomberg Media Group

Erik Swain

Erik Swain

President, Respondology

Paul Cowan

Paul Cowan

VP of Enterprise and SMB Marketing, Shutterstock

Stephen Pierce

Stephen Pierce

Global Content Director, Dialect, Inc

John Gower

John Gower

CEO, Dialect, Inc

Bart Casabona

Bart Casabona

Director, Brand, Social and Agency Management, Pitney Bowes

Renee Edwards

Renee Edwards

Director Social Media, ADP

Joel Fineman

Joel Fineman

Director, Publisher Development, Premion (a division of TEGNA)

Kevin Arrix

Kevin Arrix

Senior Vice President, DISH Media Sales

Garrett Winkler

Garrett Winkler

Media Director, Connected TV Lead, Modi

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Full speaker list • Full conference agenda • Audience breakdown

Tim Jenkins

Tim Jenkins

CEO, 4INFO

Sonia Hunt

Sonia Hunt

Chief Marketing Officer, The Reset

Melissa Romo

Melissa Romo

Global Head of Social Media & Content, Sage Software

Katie Berry

Katie Berry

Assistant Vice President - Social Media Strategy, U.S. Bank

Jude McColgan

Jude McColgan

CEO, Localytics

Jean Marie Richardson

Jean Marie Richardson

Founder and CEO, iFOLIO®

Mariana Saddakni

Mariana Saddakni

Head of Social and Digital, DIRECTV – AT&T INTERNATIONAL

Sam Fonoimoana

Sam Fonoimoana

Founder, Stoke Analytics

Mark Boothe

Mark Boothe

Head of Social, Adobe Experience Cloud

Casey Campbell

Casey Campbell

Senior Director of Advertising in North America, Gameloft

Megan Oepen

Megan Oepen

Brand Story Developer, Alkemy-X

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Shawn Moffatt

Shawn Moffatt

Managing Partner, Go To Team

Brian Warrick

Brian Warrick

Executive Vice President & GM, North America, Magnolia

Shannon Jones

Shannon Jones

Senior Director, Marketing, Capital One

Raj Manocha

Raj Manocha

Executive Vice President, Delvinia

Liz Gottbrecht

Liz Gottbrecht

VP of Marketing, Mavrck

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Full speaker list • Full conference agenda • Audience breakdown

Minjae Ormes

Minjae Ormes

Head Of Marketing, Visible

Alan Lazzaro

Alan Lazzaro

VP, Business Development & Consulting, NVISION

Name

Name

Director, NVISION

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Full speaker list • Full conference agenda • Audience breakdown

Expert Moderators

Joe Gagliese

Joe Gagliese

Co-Founder and CEO, Viral Nation

Travis Hawley

Travis Hawley

Social Media Influencer & VP, Business Development, Viral Nation

Rebecca Murtagh

Rebecca Murtagh

Thought-Leader, Futurist, Keynote Speaker, Entrepreneur and Author

Dhariana Lozano

Dhariana Lozano

Co-Founder, Supremacy Marketing

Alex Weprin

Alex Weprin

Editor, Mediapost

Alan B. Hart

Alan B. Hart

Creator and Host of “MarketingToday with Alan Hart

Whitney Hart

Whitney Hart

Senior Vice President, Strategy, Investis

Simon Gittings

Simon Gittings

Creative Director, Investis

Gina Michnowicz

Gina Michnowicz

CEO, Executive Creative Director, The Craftsman Agency

Ahead of this year’s Brand Marketing Summit NYC (Oct 24–25th), The following legendary marketers share their views on marketing for 2018.

These marketers will join 500+ attendees across marketing, digital and social media leaders ready to reinvent their marketing strategy and work towards one common goal… CUSTOMER ENGAGEMENT.




Alegra O'Hare

Alegra O'Hare

VP Brand Communications,
adidas Originals and Style

Take a look at our recent bitesize Q&A with Adidas Originals Brand Genius

Read more

Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Alegra: People will engage more if they see beyond the product, but something that has an added value that only that brand can give which, in turn, will drive more long-term business.  Sustainability and a clear point of view on issues that shape society is fundamental, and has to be done in an authentic way.  I love the “Fearless Girl” statue and what the State Street Global Advisors wanted to stand for, it is a great example of how marketing drives engagement.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Alegra: To not be complacent and keep challenging the status quo with regards to how we express our brand through digital.  Also, to focus on what matters most to the consumer.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Alegra: Marketing’s role is to create in the long-term a cultural brand, not just to communicate and sell in the short-term.  This approach will dictate which brands and companies will survive and thrive.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Alegra: We have to brief in each piece of content with a specific purpose.  The consumer journey is the starting point for a surgically-precise deliverables list.  Mapping out the scenario and creating a framework with a focus between social and .com is vital.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Alegra: We are trying to focus on doing more with less.  A lot of stories and content don’t have any impact on the consumer, and are a waste of time and resources.  Constant attention to WHY content is being created has got to be on top of any marketer’s mind.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives? 

Alegra: Watch the competition but don’t benchmark them.  It’s important to have a distinct point of view in the market.

Jill Cress

Jill Cress

Chief Marketing Officer,
National Geographic

Take a look at our recent Q&A with leading pioneer from the nations favourite brand

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Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Jill: I’m not sure it’s that black and white, but I do understand what they’re getting at. Whereas gimmick-y campaigns or catchy jingles might’ve done the trick just a decade ago, consumers today are increasingly wary of advertisers trying to eat up the few moments of silence they have left. We now get bombarded with so much content that anything not immediately relevant, authentic or interesting gets quickly ignored or pushed aside.

But I think this new “era of distraction” has created an exciting challenge for today’s marketers – and it’s one that’s forcing us to really understand our audiences, their motivations and their preferences at a core level. In order to reach today’s skeptical consumers, targeted and nearly undetectable engagement is key. You have to find ways to seamlessly connect with them where they are, and with content they actually want to engage with – in other words, marketing to them in ways that doesn’t seem like “marketing.”

To help promote National Geographic’s series “Genius,” for example, we created Genius Bot, a Facebook Messenger app that connected audiences directly with the show’s main character – Albert Einstein. Through Genius Bot, audiences were able to chat directly with Einstein within a venue designed to educate people on the show – adding a witty human touch to the campaign that engaged with fans on a uniquely personal level. Or, to promote our series "One Strange Rock," we created the first-ever Astronaut Reality Helmet for a truly ‘out of this world’ experience. The helmets were built with internal projection technology, free range-of-head movement and a visor with full field of view – providing a screening that gave viewers a brand new perspective of earth, without ever having to leave New York.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Jill: In the past couple of years, we’ve embarked on a massive overhaul of brand strategy to harness the power of National Geographic’s iconic yellow border and bring the world to our consumers. And this year has been about doubling-down on that revamped marketing approach by developing new strategies that help us engage with and provide audiences the content experiences they want, on the platforms they want to experience it on.

We’re distributing programming on new platforms. We’re creating conversations with our unparalleled global audience. And we’re sharing stories that matter and resonate across ALL media assets. But our main goal is for these revamped strategies and tech-enabled storytelling abilities is that in sharing them with our audiences, we help ignite positive global change. And with an audience numbering in the hundreds of millions, we’re uniquely positioned to create serious impact.

In our most recent initiative, Planet or Plastic?, we successfully rallied our global community of 760M people into action around a single cause. Our multi-year brand initiative is geared at reducing the amount of single-use plastics polluting our oceans and environment in a way only National Geographic can – through storytelling and science. It’s these kind of marketing strategies we want to focus on as they have the potential for limitless positive impact – for our brand, for our consumers and for the world as a whole.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Jill: As consumers’ preferences change, so does our role in marketing to them. Our challenge is to meet their demands while maintaining profitability, and the first step in doing this successfully is to listen.

A prime example of this is the shift in consumers’ expectations of brand involvement in conversations on critical and often-controversial issues. From a media and content consumption standpoint, fluffy no longer cuts it – people are demanding harder-hitting news. And with this change, consumers also look to align themselves with brands that confidently take stands on societal issues. Brand marketers must do more than sell products, experiences and lifestyles; they must insert themselves into conversations on larger topical issues to remain relevant and respectable to today’s consumer.

Since its inception 130 years ago, National Geographic’s goal has been to dominate global conversations on topics that matter, and we’ve done so by infusing every piece of content with our mission and brand purpose. But now, more than ever, in our quest to facilitate connection and impact through storytelling, we have can’t-miss opportunities to explore many of today’s prominent societal issues right alongside our curious and engaged audiences – be it through the content we create, the dialogues we facilitate or the broader initiatives we enact as a company.

National Geographic has long taken on societal issues in a fact-based way. It’s core to who we are as a company and allows us to educate audiences in an accessible, engaging format. We’ve recently dedicated full issues of the National Geographic Magazine to critical – and to some, controversial – topics, such as gender and race, in an effort to begin conversations and foster positive change. And that drive to use storytelling as a path to understanding doesn’t stop with our print publications – much of our channel programming has been geared to do the same. In premiering Before the Flood, Leonardo DiCaprio’s climate change documentary, our aim was to ensure as many people as possible saw the documentary ahead of the U.S. Presidential elections to encourage understanding and social action.

With global media assets as a microphone, brands (and the marketers behind them) must increasingly step outside their comfort zones to take a stand on the issues no one likes to talk about.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Jill: With a wealth of IP data to pull from and an innate desire to understand and cater to our global audience, the “desire line” concept is our strategy – we design by observing and listening to our fans. We utilize foot traffic data to answer questions like: How do people want to engage with us? What problems can we solve for them? How can we provide meaning and value to their everyday lives?

Everything we do is created for our audiences, so how better to understand their wants and needs? The simple act of listening to and observing our global audiences (which now number in the hundreds of millions) has led to seismic innovations at National Geographic. These innovations have enhanced the quality of content audiences expect of the brand, while providing exponential results for brand partners at the very same time.

Using the urban planning concept of desire lines as our 2018 roadmap has proven quite successful, we tracked the pathways of our audiences around the globe and, from this intel, devised new strategies – across social, digital, print and linear platforms – that meet readers where they are.

We’ve found they expect visually engaging content and they expect it to be easily accessible. We’ve made changes accordingly to our programming schedule and have embraced new technologies to get content into the hands of our audiences quicker. We’ve leaned into new platforms, like IGTV and Facebook Watch, and continue to study their feedback.

Additionally, our observations have shown us that our audiences are looking for connection. To meet this desire, we have doubled down on our effort to offer interactive, engaging community platforms and have seen great results in our expansion of Safari Live and in our creation of our first Facebook community, Women of Impact.

By expanding Safari Live to Facebook Watch, we removed barriers for entry in accesses the once live-only show, which has opened doors to interactivity, audience communication and even led to an actual marriage between super fans.

Additionally, this April, we launched the Women of Impact community on Facebook to elevate the profile, expertise and conversations of inspirational women committed to changing the world for the better -- and the group now has over 39K active members. This sense of community is not just resonant with the #metoo movement, but serves as a force for good in the world and a space where members can share their personal stories, provide support and feedback, and ultimately, enact real change together.

Guided by our audience, we’ve been able to improve and develop products like Safari Live and Women of Impact, respectively, and ultimately help our audiences find their tribes and build communities, while offering up engaging, educational content as a common ground.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Jill: In the television business, specifically, a long-standing marketing formula has been relied upon to drive ratings and ultimately sales – until now. Even with the strategy adapting over time, entertainment companies can attest that it’s not nearly as effective as it once was.

To not only flow with these changes in consumer behavior, but to really lean into the principles that this organization was founded on, our marketing priority now lies in true audience engagement – and when I started at National Geographic, this was my first challenge.

Leading a a massive overhaul of brand strategy, my goal was to harness the power of National Geographic’s iconic yellow border to bring the world to our consumers, across all platforms and channels in a way that felt tangible and authentic. To do this, our team broke from traditional programming promotion tactics, developed digital strategies that now allow our brand to engage with and provide audiences the content experiences they want on the platforms they want it on, dove head-first into immersive, tech-enabled experiences and used our global platform as a medium to open dialogues with audiences around the world.

Engagement is a great metric, but it’s more important to us that we engage with our audiences in meaningful, purpose-driven way. My favorite example of this – and one very close to my heart – is our Bravo Tango Brain Training app which was inspired by our scripted series, “The Long Road Home.” In producing the series, I gained new insight into the challenges soldiers face when returning home and with this came a realization that we had an opportunity to extend the impact of the show by addressing the lack of wellness options available to veterans. To do this, we teamed up with 360i and Google to release the Bravo Tango Brain Training app, the first-ever voice activated meditation app designed specifically for veterans suffering from PTSD. I love that by thinking purposefully, we were able to enhance mental health support for America’s veteran community and connect with our audiences on a much deeper level.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives?

Jill: Embrace change.

Yes, today’s consumers want something different. They want advertising that isn’t your average ad in a magazine. They want their content in 6 second bursts. They want brands to meet them on platforms that were non-existent a decade ago. But it’s important for brands to recognize that these shifts in preference are not necessarily negative, nor do they mean that we must distance ourselves from the ideals our brands were founded on.

In fact, in my experience at National Geographic, embracing change and new storytelling technologies has allowed us to lean further into our core pillars and explore them in newfangled ways – right alongside our audiences. In respecting the wants and needs of our own consumers, we’ve been able to not only amplify the brand, but further our mission of helping countless consumers understand the world around them and their role within in it.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

Jill: Our role as brand marketers is to inspire audiences, and our ability to do so begins by inspiring one another.

Alison Herzog

John Wall

Vice President Content & Creative, QVC,
QVC

Take a look at our recent bitesize Q&A with QVC

Read more

Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive.’ What are your thoughts on marketing’s role to drive engagement?

John:

  • Technology and modern marketing approaches allow us to think of the individual … at scale. Rather than mass marketing generic messages to broad customer segments, we can now build real relationships by telling the stories that will resonate with individuals based on what makes them unique.
  • This unleashes our thinking from designing messages for like-profiled customer groups toward directing an individualized experience to her, a unique shopper. And doing this by harnessing the powers of emotion and storytelling will lead to dramatic success.

Incite Group: What is your main goal for 2018? And how are you going to get there?

John:

  • Over the years QVC has mastered the art of integrating rich video content with commerce. Today, we also engage with our customers across multiple platforms including websites, apps, Facebook Live, Instagram, Roku, personalized emails and mobile alerts and Facebook Messenger. As new opportunities emerge, such as machine learning, augmented reality, voice assistance, we’ll be there too.
  • Additionally, 56% of QVC’s US sales come from our eComm business. As we see this shift in our business, more and more we’re leveraging television as a marketing channel for an enormous assortment of in-stock products.
  • My main goal for 2018 revolves around pivoting our content and creative functions to create great experiences for our customers across all of our platforms.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

John:

  • Customers today expect more than a great deal. They expect an intuitive and enriching immersive experience. It becomes more and more rare that you just pull one marketing lever to set yourself apart. Now you’ve got to pull them all, every time. Holding all of these concepts and messages together in a cohesive customer experience is far more than just adding on a marketing message in the last mile. It’s incorporating the customer experience and her expectation at every step in the development process.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

John:

  • Instead of being narrow and deep, at QVC we’re working hard to be wider and deeper. From a customer experience standpoint, we’re moving away from the idea that there’s a beginning, middle, and end; every experience can be picked up at any point.
  • Predicting a customer’s expectation, and exceeding it, requires a deep understanding of how we can create a frictionless joy-filled shopping experience … no matter what platform or entry point to our brand she chooses.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

John:

  • We are all storytellers. We continually reinforce our value proposition by telling compelling stories throughout her experience. Her time and attention are so valuable and in such demand that we need to drive our relationship through personal connections that only great storytelling can deliver.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives?

John:

  • The more time you spend talking about yourself, the less likely your customer will be to listen. I think back to old tag lines like GE’s “We Bring Good Things to Life” or “Have a Coke and a Smile.” The approach to marketing then was to focus on the product itself. It highlighted why the product or company was important.
  • Today, effective marketing celebrates why the customer is important. Focusing on why she should care. “Shave Time. Shave Money,” allows Dollar Shave club tell their core benefit and brand promise in a way that easily solves a customer’s problem–it’s all about the customer.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

John:

  • I can’t wait to hear how marketers are achieving a micro-focus on the customer’s experience and connecting in compelling ways through storytelling.
Alegra O'Hare

Quinn O'Brien

Vice President, Global Brand Marketing,
Lenovo

Take a look at our recent bitesize Q&A with Lenovo

Read more

Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Quinn: Since the days of David Ogilvy smart marketers have known that it’s better to engage customers directly rather than just talking at them.  When I joined a small direct marketing agency 25 years ago, our most successful clients gave us briefs that challenged us to insert their brands and products into consumers’ lives in meaningful ways.  Our least successful clients told us what they wanted their audience to think.  The difference today is that there are exponentially more channels through which we can engage customers and we’re able to measure the results a lot more clearly and granularly.  But engagement lies at the core of good marketing just as strongly as it did 25 or 50 years ago.

To answer your question directly, I think marketing - when done well - plays a key role in driving engagement. But I think other functions, like sales and customer support, play an equal, and sometimes greater role than marketing in delivering an engaging brand experience.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Quinn: My main goal is to drive significantly more consistency and impact in the way customers experience the brand – in different markets and across different customer segments.  We have a myriad of different initiatives to do this.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Quinn: I see Marketing as having a significantly deeper role in driving the business than it has in the past.  With advances in technology, we’re now able to have an incredibly clear view of the day-to-day interactions between our most valuable customers and our brand.  Marketing can be the function that shines a bright light on these interactions then showcases how these interactions can turn into sustained profitable growth for the brand.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Quinn: We’ve established a dedicated Customer Experience (CX) team focused on understanding the customer journey and identifying the right moments to engage them.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Quinn: Five years ago we took a shotgun approach to content: large amounts of bitesize content ‘fishing’ to see which would get the best reaction from a broad audience.  Today, we’re much more focused on developing bespoke content programs for our most valuable customers.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives?

Quinn: In my experience, ‘acceleration’ typically requires incremental investment.  So, marketers must ensure they’re continually reinforcing the value of marketing in the eyes of the CEO and other key business leaders. This involves showing how marketing makes the brand relevant in the world all the way through to how marketing helps drive sustained profitable growth. No matter the argument, having the C-Suite view marketing as a critical business driver is key to uncovering incremental investment.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

Quinn: Stepping out of the whirlwind of my day job and talking to other brand marketers gives me a really valuable perspective on the challenges I’m facing.

Alegra O'Hare

Molly Battin

Executive Vice President and Global Chief Communications and Corporate Marketing Officer,
Turner

Take a look at our recent bitesize Q&A with Turner

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Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Molly: At Turner, we are on a mission to Reimagine TV and disrupt our industry by turning viewers into highly engaged, loyal and unapologetic fans of the content we create and the deeply personal experiences we provide. Everything we do - from investments in content and technology to reinventing the advertising experience - is in service to our fans.

We’re not interested in simply reaching the greatest number of people or in just capturing their time and attention. We see a much larger opportunity to capture their hearts and minds, make them fans of our content and create personalized experiences for them.

As marketers, it is our job to break through the clutter and constantly surprise and delight our fans at every interaction.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Molly: Quite simply, we want to generate high-impact results that position Turner and its portfolio as a company that is reshaping the media landscape. Our main marketing goal across all brands at Turner is to develop and executive fan-centric campaigns. By making fans, we can create stronger brand loyalty, greater brand love and a passion and commitment that inspires our people, business partners and advertisers.

In 2018, we developed the first truly integrated, global, omnichannel brand campaign for Turner – We Make Fans – which offers layers of storytelling to engage and connect with employees, consumers and advertisers from the inside out. We Make Fans kicked off at the annual Upfront event with a robust, ad sales driven trade campaign showcasing talent out in their world, featuring the sub-tagline “It’s more than an audience. It’s a following.”

The trade launch included OOH creative throughout New York City, branded content partnerships and the launch of a dedicated microsite. The campaign continued at our marquee events throughout the year including Cannes Lions and San Diego Comic-Con.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Molly: Our marketing organization is more in tune with data and analytics than ever before. Our challenge is to find ways to use that data more effectively. We are capturing and infusing data into everything we do with a goal of creating and delivering more targeted and effective campaigns and personalized experiences.

That said, we can’t lose sight of the creative. At Turner, we are focused on the ART + the SCIENCE, the Math + the Magic. We believe in being data-informed - not data-driven. We look to infuse data into all aspects of our business to help us make smarter decisions, but we marry that with world-class creative to entertain and delight our fans.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Molly: Under AT&T, our combined company aligns the world’s best premium content with the enhanced ability to deliver it to every screen, however and whenever customers want it. We’re now positioned to create new fan choices from content creation and distribution to a mobile-first experience that’s personal and social.

Understanding our consumers to the level that those in categories like CPG, retail and telecom have been able to for years has long been a missing link for entertainment marketers. Viewing data via set-top box, smart TVs and ACR finally gives us the ability to understand not only who watches our shows, but what drives a person to watch a particular show or genre and how they want to watch it (live, VOD, mobile streaming).

With that knowledge, we have reimagined advertising by investing in capabilities and technologies that will drive better decision making and provide greater insights into audience behavior & engagement— a win for fans, advertisers and Turner.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Molly: We live in a time of unprecedented connectivity - our ability to connect with each other, and content, at any time. We know that more and more people are consuming content outside of the traditional linear model, which is why we are focused on expanding distribution of our content and monetizing opportunities both within and outside the traditional television distribution ecosystem.

Through our OTT and direct to consumer offerings such a FilmStruck, Boomerang and Bleacher Report Live, we have an opportunity to target an audience that otherwise might not subscribe to multichannel TV, so we see OTT products as additive to the current TV landscape. We are driving a portfolio-wide initiative to launch brand apps on set-top devices, including YouTube TV, Apple TV, Amazon Fire, Roku and Google Chromecast, as well as on smart TVs from Samsung and Vizio, making our content available to more viewers, on more platforms and devices than ever before.

Our networks are redefining their content strategies through innovative efforts poised for the future. For example, at CNN we have a custom skill on the Amazon Show, Alexa, Echo, and Tap which allows users to request the latest content from CNN. We serve up near real-time audio and video – setting CNN apart from its competitors. And in sports, augmented and virtual reality are key components to our innovation strategy, including livestreaming NBA League Pass and NCAA March Madness games in VR, season-long VR subscription packages for the 2017-2018 season, announcing the launch of an AR headset in collaboration with the NBA and Magic Leap and more.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives?

Molly: Challenge the status quo. Put the fan at the center of everything you do. Listen to them. Create experiences for them where they can engage with your brands and interact with other fans. They are more loyal, more willing to sample new content, more willing to spend time and money to interact with their favorite content across a variety of touchpoints and they become your biggest marketing asset – evangelists for your brands.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

Molly: The challenge to break through the clutter and engage audiences is getting harder and harder as more and more entertainment options fill the marketplace, so I’m looking forward to connecting with peers and marketers alike as we are all navigating the changing marketing landscape together: testing, learning and iterating.

Alison Herzog

Alison Herzog

Director, Global Social Business & Digital Strategy,
Dell

Take a look at our recent bitesize Q&A with Dell

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Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Alison: It’s not enough to talk at customers any longer. Marketing is incredibly alive but in order to be successful, models have to change – otherwise, there is will be an extinction level event for companies that don’t evolve. Customer eXpectations have changed Customer eXperience (CX). Our customers expect a seat at the table, they expect to be entertained, and they expect their time to be used respectfully. They also don’t care about your org chart – so, your marketing efforts are very much tied to your product group, your sales teams, and your customer care efforts. All of your marketing efforts spanning from brand, experiential, to digital better tick all of these boxes, be dynamic, and transparent if you want sustained engagement and investment.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Alison: Digital transformation. This isn’t new to what I’m working on but it continues to be an imperative. It spans from constant listening and feedback intake to really understand both our internal and external customer pain points - and then fix them – sometimes for pain points they didn’t even realize were there. I truly love being able to figure out how to change the game and make people’s lives better all while driving revenue – because, frankly, these are tied. We’re getting there through leveraging artificial intelligence and machine learning in our martech stack, in how we empower our sales teams to know the customer, and in how we capture customer voices to expand and complement more traditional measures like NPS. It’s a big data ocean out there and companies have got to figure out how to centralize it across the company for a unified view that is meaningful and drives action.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Alison: Blurred lines between areas of the business. The Chief Marketing Officer is going to increasingly need to be aligned and in lock-step with the Chief Technology officer. The CMO is also increasingly going to need to be able to translate results, be held accountable for growth, and for customer focus, which we’re seeing through newly launched Chief Customer Officers and Chief Growth Officers. Marketing is a crucial part of a successful company and again, as customer expectations have changed, our internal orgs and focus have to evolve.

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Alison: We’ve been involved in pretty intensive customer journey mapping, customer segmentation, and buyer profile research. There’s a huge investment in understanding the customer and better meeting them where they’re at, and even anticipating where they will be. I think it’s also about understanding that the customer journey is not linear. Customers many times are in more than one phase at any given moment and again, more than marketing is impacting (directly and indirectly) this journey so we have to be aware and be aligned as a company to one strategy and a standard of excellence.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Alison: Content strategy is becoming about focus. Do we understand what is relevant to our audience? What will be the hook in a 2-second window? Will it provide value, either through entertainment, teaching, or connection? Are we optimizing it for where a customer is likely to find it, the search terms, and considering their full network? There is a universe of content and customers live in a world of interruptions and distractions. We have to model content to increasingly build narratives and intrigue that will again, be a worthwhile investment of our customer’s time – whether 15 seconds or 15 minutes.

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives? 

Alison: Get crystal clear on your foundation. If you haven’t defined who you are going to be as a brand (your mission and purpose), then your efforts will have no North Star and your efforts will be lost. Your foundation also means understanding what goals you are setting and then building a strategy (not just tactics) to support your path to success. Once you’ve done this, reverse engineer it to design the pathways that will get you there. Use technology and use the smart people we are fortunate enough to be surrounded by. We’re all having successes and failures together and you can accelerate by your willingness to listen, study, and then act.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

Alison: Brilliant brands, brilliant missions, and brilliant minds all in one place to share, listen, and learn from – it’s a collaborative, crowdsourced economy.

Terrance Williams

Terrance Williams

Chief Marketing Officer and President, Emerging Businesses,
Nationwide

Take a look at our recent bitesize Q&A with Nationwide

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Incite Group: For 2018 Incite Group has made a bold statement ‘Marketing is Dead: Engagement is Alive’ what are your thoughts on marketing’s role to drive engagement?

Terrance: While traditional marketing methods have evolved and there are more two-way interactions, I wouldn’t go so far as to say marketing is dead. Instead, I’d say it’s about meeting consumers where they are and providing them with something of value. If we seek to make the “right” impression and move consumers further down the path to purchase, we need to show up in the correct environmental space with something meaningful to them.

Incite Group: What is your main goal for 2018? And how are you going to get there?

Terrance: In 2018, we’re focused on reimagining how we promote and protect the Nationwide brand in a dynamic, extremely competitive marketplace where we operate in numerous product categories. We’re more insight-driven than ever before, focused on leveraging and deploying new technologies, and being easier to do business with across our entire portfolio.

Incite Group: How do you see marketing’s role changing in the foreseeable future?

Terrance: There’s an evolution underway, and—at Nationwide—it’s taking shape at the intersection of marketing, innovation and ventures. The insurance and financial services industry is ripe for disruption from traditional and non-traditional competitors, and we’ve created a dedicated Emerging Businesses Group (EBG) focused on what’s required to win in the long-term. As EBG creates new offerings and ways to go market, our marketing teams will be critical to bringing these new solutions to life in-market with consumers and partners. It’s an exciting time to be in marketing!

Incite Group: Customer Journey Mapping is being spoken about more and more, what changes are you making to understand your customer more deeply?

Terrance: Nationwide operates in an environment where both customers (the end user) and partners (intermediaries that sell our products, such as agents and advisors) are critical audiences. Like most brands, we’ve segmented these groups in ways we believe are right for us, and while consumers have different needs and preferences in how they do business, we are focused on meeting each group where they are to build and nurture the right relationship with Nationwide.

Incite Group: Engagement and Story Inspiring will be a key focus at the Brand Marketing Summit, how are you changing/redefining your content strategy?

Terrance: As a brand that operates in many products across the property & casualty insurance and financial services categories, we have been focused on unifying all that we do under one brand (Nationwide) for the past four years. Since we are known largely for “just” auto insurance, we remain on a content journey of informing the masses that we are a leader in many products to meet their broad protection needs (e.g., pet insurance, small business, retirement, home, etc.).

Incite Group: What advice would you give to brands trying to accelerate their marketing initiatives?

Terrance: A great marketing leader at Nationwide, Mike Boyd, often says that “marketing equals commerce.” Too often we get bogged down in the activity-based metrics (engagements, views, impressions, etc.) and lose perspective of the bigger picture: which marketing initiatives are driving the greatest business value to our brands? My advice to anyone seeking to accelerate their programs is to be laser focused on answering that question.

Incite Group: Can you share in one sentence why you are looking forward to uniting with innovative marketers at the Brand Marketing Summit to share your vision?

Terrance: Even as CMO, I remain a sponge—we can all learn from each other in terms of the challenges we face and how we’re responding to those challenges.

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