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2019’s Forward-Thinking Agenda


May 30th – Day 1

09:00-09:15
Opening
9:15-09:45
Transforming customer relationships to transform your brand

Recently, Marriott International brought together three beloved loyalty programs to create Marriott Bonvoy, an elevated travel program for the future. During this fireside chat, hear from Marriot Global Marketing Officer Karin Timpone on how the hospitality company is winning the hearts, minds and business of nearly 130 million travelers around the world by inspiring, personalizing and enhancing their entire journey.

Topics Discussed:

  • Inspiring through storytelling
  • Personalizing through technology
  • Enhancing through partnerships

Logo Karin Timpone Global Marketing Officer Marriott International

09:45-10:45
The Modern Marketing Department

This industry moves fast. If your business is going to thrive, you need the right people, with the right skills, in the right roles. Develop a holistic structure that inspires ambitious ideas, pioneers new technologies and embraces change.

  • What skills, roles and disciplines are crucial to a successful marketing team in 2019.
  • How to attract, hire, and grow a rockstar marketing team.
  • A holistic structure - Break down silos, and enable cross-functional collaboration and innovation.

Logo Christine Nashick Chief Marketing Officer DHL Express

Logo Amy Heidersbach Chief Marketing Officer Career Builder

Logo Virginia Kinney Vice President Strategy Marketing NRG Energy

Forbes Mark Howard Chief Revenue Officer Forbes

Logo Alison Herzog Former Marketing Director, Global Social Business and Digital Strategy Dell

Logo Laurel Mintz CEO Elevate My Brand

10:45-11:15
Coffee Break
11:15-11:45
Metrics That Matter – Becoming a Data Driven Organisation

Digital marketing has equipped modern marketers with more data than ever before. To become a truly digital first organisation it is vital you utilise 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.

  • Today’s customers expect to be served relevant, tailored content throughout the customer journey. Hear how to deliver this with a data led storytelling strategy.
  • What matters most? Find out what your dashboard should be tracking and what it means for your marketing funnel.
  • Use data to inspire ambitious ideas, pioneer new technologies and embrace change.

Logo Shuchi Sarkar Global Marketing Head HP

11:45 -12:15
Real Recognize Real: How Authentic Partnerships Are Driving Customer Acquisition

The evolution of consumer behavior within mobile and social environments has created a unique set of challenges for marketers looking to make a meaningful and connected brand experience without sacrificing their marketing dollars in the process.

In this session, we’ll breakdown the challenges affecting marketers today, and share how Authentic Partnerships are driving customer acquisition efforts for some of today’s top brands like Ticketmaster, Uber, and Airbnb.

Join this session for:

  • Join this session for:
  • Strategies to overcome trust and efficacy issues in influencer marketing
  • Eliminating fraud and ensuring brand safety in your campaigns
  • Tactics to break down the barriers between your digital and mobile teams
  • Tangible use cases to inspire your partnership expansion

Logo Mike Head GM, Partnership Cloud Impact

12:15-12:45
Brand building in the era of VUCA

In today’s business environment, characterised as volatile, uncertain, complex and ambiguous (VUCA), brands need to be more than just authentic to survive and thrive. Hear how Moda Health was able to build its brand, making it its most prized asset, over a five-year period that could be best described as VUCA.

Logo Mehdi Tabrizi Chief Marketing Officer, Managing Director - Innovation & Customer Experience Moda Health

12:45-1:45
Lunch
Track 1
Track 2
1:45–2:30
Storytelling Deconstructed - the Hard Data behind Emotive Creative

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.

Key metrics and strategies for measuring success and engagement.

Develop a comprehensive picture of storytelling returns.

Use data to inspire future campaigns.

Roads & Kingdoms Nathan Thornburgh CEO, Co-founder and Editor-in-chief Roads & Kingdoms

Logo Noah Jacobson SVP, Corporate Development & Strategy TapClicks

Brian Border Former Vice President of CRM Shutterfly

Customizing the Customer Journey

Cut through the noise with tailored messaging at moments that matter. Leverage customer insights to identify opportune moments to deliver unique, customized experiences.

What opportunities are there to deliver personalized messaging?

Think small - translate larger brand narrative into specific messaging for smaller targeted groups.

Logo Matt Scovern Vice President, Marketing Synchrony Financial

Logo Deborah Conrad Chief Marketing Officer Grand Rounds

Logo Wendy Brauner SVP, Marketing Mckesson

2:30-3:00
Quantifying Emotion and Measuring the Power of Storytelling with Neuroscience

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.

Logo Spencer Gerrol Founder & CEO SPARK Neuro

Your Next Big Opportunity Is up North

Join Canada Post as we examine the behaviours and preferences of Canadian shoppers and how their media habits compare across generations (millennials, gen X, and boomers). Our insights will show you how to connect with Canadians today and how companies like Wayfair have found success north of the border.

Logo Kristi Tomasin Director, Commercial Marketing Canada Post

3:00-3:30
Brands & Truth

The notion of truth has become a cultural flashpoint in recent years. Words and phrases like ‘truthiness’ and ‘alternative facts’ have made their way into our vernacular and forced us to examine our relationship with the fundamental notion of telling the truth. When considered through a marketing lens and against a world that’s moving at the speed of the internet, the concept of brand truth – and of brands telling the truth – can oftentimes be a quotient of a brand’s profitability and sustainability.  And when a brand is seen a dishonest, it can swiftly be challenged, leading to immediate and lost-lasting damage.  What role does truth really play with respect to brand identity?  And how can a brand’s innate truth – born from its DNA and history, its inner workings and its offerings, its customers and its employees – tell a story that is not only authentic, but powerful and persuasive as well?  This fireside chat will focus on truth and storytelling, pop culture and brand communications, and will reflect on the realities of the current cultural moment, with strategies of how brands can thrive in a post-truth world.

Leesa Eichberger, head of Brand Marketing at Farmers Insurance, will share her thoughts on telling true stories, with anecdotes from her experience leading the “University of Farmers” campaign, based on the very real University of Farmers corporate training center, and the “We Know From Experience” campaign, based on Farmers agents’ actual claim stories. 

Logo Leesa Eichberger Head of Brand Marketing and Sponsorships Farmers Insurance

RPA David Measer Senior Vice President, Group Strategic Planning Director RPA

Customer experience isn’t just for B-to-C organizations anymore.

Learn practical steps to develop and implement a CX program for B-to-B customers. See how NRG is truly becoming customer centric while changing its company culture. In this session, Kimberly Carpenter, head of CX for NRG Business Solutions, will discuss best practices and how to get started on developing a strategy for your company. You’ll hear more about:

  • What customer expectations are for B-to-B organizations
  • How to get started on developing a strategy with KPIs
  • Examples of programs NRG has implemented

Logo Kimberley Carpenter Head Of Customer Experience NRG Energy

3:30-4:00
Break
4:00-4:30
What Do You Stand For? – Purpose Driven Marketing for a Value-Based Brand

Nike sacrificed everything to believe in Kapernick, Toms donated one for one and Patagonia’s 1% lives with environmental purpose. The truth is as many as 55% of consumers are willing to pay more to a brand that aligns with their beliefs. What is the purpose of your brand? What do you stand for? and perhaps most importantly of all how do you communicate it authentically? 

Embrace brand values that are authentic and relevant to your tribe.

Connect your customers with something they believe in. Be the conduit between customers and cause.

Spread the message - craft a simple, shareable narrative.

Logo Amy Heidersbach Chief Marketing Officer Career Builder

Artificial” Drives “Authentic”: Humanizing Marketing with Artificial Intelligence

Today’s CMO juggles multiple roles – from being the voice of an organization, to driving 1:1 personalized experience for customers.  Increasingly however, as organizations become more customer-focused, CMOs are also tasked with reimagining the business itself. AI has long been heralded as a gamechanger in this regard. But can AI really empower marketers to deliver authentic experiences?

Buried under jargon and esoteric rules, AI and its applications are often poorly understood, relegated to buzzwords and blog posts. This session seeks to change that status quo. Discover how AI makes the leap from theory to practice, and how marketers can leverage AI to build reliable, efficient, and insightful tools that generate deep and actionable customer insights and Interactions. Because it’s clear that for CMOs to truly embrace AI, it needs to become a strategic partner that can help enhance and manage all their myriad responsibilities, including customer insights, content and lead generation, marketing automation, programmatic advertising, and even brand strategy and experience.

Explore the transformative power of AI in fuelling ‘heart-felt’ customer engagement, ‘empathy and sentiment-based conversations, and ‘bursts of emotions’ that elevate customer experiences from artificial to authentic, and from average to exceptional. Learn how AI-driven insights can give marketers an inside out, re-vitalized understanding of their customers, and help them deliver experiences that are personalized, delightful, and at scale.

Logo Shimona Chadha Associate Vice President Marketing HCL Technologies

4:30-5:00
Engaging Storytelling at Scale - Think like a Publisher Not a Salesman

Marketing is no longer about creating commercials. Today’s brands need to tell engaging and emotive stories, that connect their brand to diverse and global audiences. In essence they need to think like a publisher and not a salesperson. Learn how the modern marketer can create and distribute engaging content on a global scale just like a publisher.

  • Find or create engaging stories that are authentic to your product and brand.
  • Break through the noise with content that connects, not just sells.
  • Diversify your distribution channels to drive bigger business impact.

Logo Erin Renzas Head of Marketing Branch International

Why your team wants to leave-- and what you can do about it.

Today’s best talent has more options than ever when it comes to finding a new role.  And while loyalty is down, there is increased pressure for brands to attract and retain a more diverse workforce.  Claire Telling of global executive search firm Grace Blue talks about what you can do to make sure your team is excited to join you and then commits to staying for the long haul.

Learn about

  • What the world’s best talent wants in a role and an employer
  • Best practices at keeping your high performers engaged
  • Trends you need to know for diversity and inclusion
5:00 -7:00
Networking Drinks

May 31st – Day 2

9:00-09:30
Accelerating the Future of Marketing with 5G Mobile Technology and AI

We’re on the cusp of a new technology era where 5G and AI will bring intelligent connectivity to virtually everything around us. Qualcomm CMO Penny Baldwin will share her unique insights on how this smart, connected future will provide marketers with exciting new ways to engage and interact with their customers.

Key concepts to be covered: 

  • Extending your reach across new screens and formats with the always-connected consumer
  • How new sources of data will drive next-level personalization and targeting
  • Creating richer, more immersive experiences to drive deeper audience engagement

Logo Penny Baldwin Chief Marketing Officer Qualcomm

McCann New York Devika Bulchandani President McCann New York

9:30-10:00
Scaling Branded Content

As Mary Meeker outlined in her 2018 Internet Trends Report, adults are spending an average of 5.9 hours per day with digital media. 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, Meagan Suckling, Director of Brand Partnerships , 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.

Shutterstock Meagan Suckling Director, Brand Partnerships Shutterstock

10:00-10:30
Can Tax Brackets & Behavioral Economics Build Brand Engagement?

In a low-engagement industry like financial services find out how Schwab is innovating with content authentic and valuable to investors to attract engagement. Helen Loh, Schwab’s SVP Digital & Content Marketing, will share ways to:

  • Build empathy and show consumers the brand “gets them”
  • Create a “funnel” with useful and entertaining content

Logo Helen Loh Senior Vice President, Digital & Content Marketing Charles Schwab

10:30-11:00
Coffee Break
cs
Track 1
Track 2
cs
11:00-11:45
Reinventing Email and SMS for Today’s Customer - Unleash the Power of Connected Experiences

Each day businesses connect with their clients through billions of emails and SMS messages. Yet these formats have remained largely unchanged for over 10 years. That is all about to change, as marketers can now augment their messages with rich media, personalization and interactivity, all backed up with advanced analytics.

The Next Era of Mobile Messaging

Millions of businesses rely on SMS to communicate with mobile consumers. Credit card fraud alerts, flight status updates, and package delivery notifications are common examples of business-to-consumer SMS. Though SMS meets the consumers needs for instant notification, it lacks the interactivity and personalization consumers expect.

Rich Business Messaging upgrades SMS with branding, rich media and analytics that lead to better consumer engagement. With RBM, businesses can bring branded, interactive mobile experiences, right to the default messaging app. By 2020, 86% of smartphones will be RBM-enabled. Join a Google expert to learn about the future of messaging and how major brands like Subway and Booking.com are already using this technology to reach their customers. 

Email for the Future

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. With AMP for email, users can take actions directly in emails and emails can be kept up-to-date and never get stale throughout the day. Join Google to learn how you can engage your audiences in a new way.

Logo Rob Lawson Global Partnerships Google

Logo Vamsee Jasti Product Manager, Accelerated Mobile Pages (AMP) Google

11:00-11:30
A Whisper in the Ear: The Power of Podcasting

In early 2007, at a small editor’s lunch on the 34th floor at Time Magazine’s office in Rockefeller Center, a somewhat fumbling Steve Jobs walked in, beltless, with the future in his hand. He couldn’t type well on the thing, and was harried by questions about some kind of low-level stock scandal as he picked at his salad, but the not-yet-launched iPhone was so full of history-warping features that Jobs barely even mentioned what would later become a multibillion-dollar smartphone-fueled industry: podcasting. 

I was there in that room, a young editor who probably had ranch dressing on his cheek, asking Jobs the same asinine questions about backdated options, totally blind to the real meaning of the moment. Zero inkling that now, a dozen years later, the once-great Time Magazine would have been chopped up and sold and rescued by Salesforce’s CEO and that I would be long gone, enthusiastically traveling the world with a bottle of whisky and two microphones, podcasting—yes, podcasting—from Thailand to Kenya to LA to Tokyo.

What do I love about podcasting? The same things that marketers should love.

It’s intimate: There is no escaping this. Podcasts are literally a whisper in your ear. Bluetooth noise-canceling headphones are everywhere, they are getting better all the time. Podcasters are in your mind, far nearer to you than you’d let any close-talker get. This may be the one tech in media that actually builds trust because of the experience.

The listener is locked in: Phone calls are down TK%. There is little audio to break into the podcast experience. We have a rule that we are allowed to suck, but just not for more than a minute. That’s how much sustained sucking it would take for someone to put down the dish they’re washing, dry their hands, then consciously turn to another podcast. Anything less than a minute of fumbling or umm’ing and it won’t be worth it to turn us off.

It’s niche, so it can really mean something deep to someone: There are mass-appeal podcasts, but improvements in discovery mean that you can have a very specific thing you do—say, drinking alcohol and cussing and crying with people in their far-flung hometowns around the world—and an audience can find you. When they do, they will stay with you, because you are the only one who speaks to them quite like that.

And you get from that product demonstration over salad to where we are today: 90 million listeners tuned into podcasts last month. Spotify just acquired Gimlet media for $230 million—the biggest acquisition in the industry to date- signaling that this is only the beginning of the podcast content boom.

When Anthony Bourdain and I started my podcast The Trip, it actually came because of a marketer. Tiger Beer, to be specific. They walked into Roads & Kingdoms and asked if we had a podcast, and when we said no, they gave us $80,000 to make one. Of course, Tony and I knew what to do with that money: we had Dan the Automator make the theme song, hired great young producers and flew them all over the place to grab sound, got the legendary illustrator Edel Rodriguez to make the show art, and pretty soon we were broke again, but with a show that made us proud. After Tony died, Luminary—a venture-backed company making a $100 million bet on power of podcasting—took the show under its wing, made it one of its launch shows, and, well, we’ll see where it goes from here. We know that no media project lasts forever, but the underlying strengths of podcasting—the focus, the intimacy, the authenticity—those are human qualities, those are strengths, those are everlasting. Get some for you and your audience.

Roads & Kingdoms Nathan Thornburgh CEO, Co-founder and Editor-in-chief Roads & Kingdoms

cs
11:45-12:15
Protect your Brand with Social Media and Web Governance Across Your Entire Digital Ecosystem

A significant portion of a CMO’s budget is allocated across digital channels and social relationships. These channels also present significant risks to your company! A solid social media and web presence governance program is now a key function in major corporations. This session will step you through the key elements of a governance program as well as best practices from global companies.

Presentation will include:

  • Key elements of a governance plan
  • Corporate social footprint management
  • Branded rogue and counterfeit account discovery.
  • Employee brand ambassador program and sales team monitoring,
  • Influencer and Partner Social Monitoring

Brandle, Inc. Janet Church Co-founder and CMO Brandle, Inc.

11:30-12:00
Creating for Mobile Impact: The Future is Here

The ephemeral nature of Snapchat is one of the many reasons Gen Z and Millennials communicate through pictures with their close friends each day. This also presents an amazing opportunity for brands to connect with this hard to find audience and gain earned media and incremental reach.

  • Learn what makes Snapchat unique. Leave inspired.

Snap Inc. Shachar Scott Global Head of Brand Marketing Snap Inc.

cs
12:00-12:30
How to Navigate Media Spends – Paid vs. Social vs. PR/Earned

From Paid to Social to Earned, navigating how to effectively use media is tricky, but to make the most impact, it’s important to remember synergy. In this session, Belen Pamukoff, Brand Director for Tecate (Heineken USA) will show best practices for making the most of your media buys, and discuss how to create a winning strategy.

  • How Paid Media and Social Media Differ, the strategies to take
  • How to use Media in different demographics (Hispanic)
  • Brand Strategy for Media

Logo Belen Pamukoff Brand Director - Tecate Heineken USA

cs
12:30-1:30
Lunch
cs
1:30-2:00
Case Study

Autodesk Jaron Gilinsky CEO & Founder Story Hunter

1:30-2:00
Highballing: Building a Community of Evangelists Through a Multi-Dimensional Influencer Strategy

The Highball’r program creates a national platform for influential bartenders to create and participate in meaningful yet simple activation, empowered by the brand. It has created loyal advocates and unleashed the growth of the Q mixers brand in the trade.

  • How to identify influential communities across markets and connect the dots nationally
  • Why empowering is stronger than simply engaging
  • How to turn brand advocates into tangible brand growth

Logo Jaron Berkhemer VP Marketing Q Mixers

cs
2:00- 2:30
Where Brand and Performance meet.

Do the brand and performance marketing groups at your company feel like they're on two different planets? Do they have completely different ideas of what good marketing looks like? How it's measured? You're not alone. We'll explore this drift and talk about why both sides are so important and how they can fit together.

Airbnb John Gargiulo Former Global Product Marketing Lead Airbnb

2:00- 2:30
B2B Influencer Marketing: A Practical Guide, Benefits, Do’s, and Don’ts

B2B Influencers can encourage their well-curated networks to deeply interact with a brand. This powerful and unique relationship can help marketers reach their target audience with more credibility. For a marketer, this type of association can be a potent tool, but if not careful, it can also cause irreparable harm to a brand.

Logo Navid Jafari Director of Marketing & Corporate Communications PeerNova

cs
2:30-3:00
Coffee Break
3:00-3:30
Visible Case Study – Humanising Digital

Visible, the first all-digital/cloud-based wireless carrier in the U.S, launched only a year ago to disrupt the multi-billion dollar sleepy Wireless phone industry. Identified as a challenger brand and recognized for its approach to customer engagement, Visible has implemented a seamless model in creating a meaningful journey for its' customers at every touch point.

Hear how being all digital has empowered Visible to bring humanity to an often-transactional industry.

Logo Beth Veen Head of Brand Strategy Visible

3:30-4:15
A Brave New World – Developing a Culture of Marketing Innovation

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.

my/mo Mochi Ice Cream Russell Barnett Chief Marketing Officer My/Mo Mochi Ice Cream

The UPS Store Karen Kelly Marketing Services Director The UPS Store

Alison Herzog Former Marketing Director, Global Social Business and Digital Strategy Dell

May 30th – Day 1

09:00-09:15
Opening
9:15-09:45
Transforming customer relationships to transform your brand

Recently, Marriott International brought together three beloved loyalty programs to create Marriott Bonvoy, an elevated travel program for the future. During this fireside chat, hear from Marriot Global Marketing Officer Karin Timpone on how the hospitality company is winning the hearts, minds and business of nearly 130 million travelers around the world by inspiring, personalizing and enhancing their entire journey.

Topics Discussed:

  • Inspiring through storytelling
  • Personalizing through technology
  • Enhancing through partnerships

Logo Karin Timpone Global Marketing Officer Marriott International

09:45-10:45
The Modern Marketing Department

This industry moves fast. If your business is going to thrive, you need the right people, with the right skills, in the right roles. Develop a holistic structure that inspires ambitious ideas, pioneers new technologies and embraces change.

  • What skills, roles and disciplines are crucial to a successful marketing team in 2019.
  • How to attract, hire, and grow a rockstar marketing team.
  • A holistic structure - Break down silos, and enable cross-functional collaboration and innovation.

Logo Christine Nashick Chief Marketing Officer DHL Express

Logo Amy Heidersbach Chief Marketing Officer Career Builder

Logo Virginia Kinney Vice President Strategy Marketing NRG Energy

Forbes Mark Howard Chief Revenue Officer Forbes

Logo Alison Herzog Former Marketing Director, Global Social Business and Digital Strategy Dell

Logo Laurel Mintz CEO Elevate My Brand

10:45-11:15
Coffee Break
11:15-11:45
Metrics That Matter – Becoming a Data Driven Organisation

Digital marketing has equipped modern marketers with more data than ever before. To become a truly digital first organisation it is vital you utilise 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.

  • Today’s customers expect to be served relevant, tailored content throughout the customer journey. Hear how to deliver this with a data led storytelling strategy.
  • What matters most? Find out what your dashboard should be tracking and what it means for your marketing funnel.
  • Use data to inspire ambitious ideas, pioneer new technologies and embrace change.

Logo Shuchi Sarkar Global Marketing Head HP

11:45 -12:15
Real Recognize Real: How Authentic Partnerships Are Driving Customer Acquisition

The evolution of consumer behavior within mobile and social environments has created a unique set of challenges for marketers looking to make a meaningful and connected brand experience without sacrificing their marketing dollars in the process.

In this session, we’ll breakdown the challenges affecting marketers today, and share how Authentic Partnerships are driving customer acquisition efforts for some of today’s top brands like Ticketmaster, Uber, and Airbnb.

Join this session for:

  • Join this session for:
  • Strategies to overcome trust and efficacy issues in influencer marketing
  • Eliminating fraud and ensuring brand safety in your campaigns
  • Tactics to break down the barriers between your digital and mobile teams
  • Tangible use cases to inspire your partnership expansion

Logo Mike Head GM, Partnership Cloud Impact

12:15-12:45
Brand building in the era of VUCA

In today’s business environment, characterised as volatile, uncertain, complex and ambiguous (VUCA), brands need to be more than just authentic to survive and thrive. Hear how Moda Health was able to build its brand, making it its most prized asset, over a five-year period that could be best described as VUCA.

Logo Mehdi Tabrizi Chief Marketing Officer, Managing Director - Innovation & Customer Experience Moda Health

12:45-1:45
Lunch
Track 1
Track 2
1:45–2:30
Storytelling Deconstructed - the Hard Data behind Emotive Creative

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.

Key metrics and strategies for measuring success and engagement.

Develop a comprehensive picture of storytelling returns.

Use data to inspire future campaigns.

Roads & Kingdoms Nathan Thornburgh CEO, Co-founder and Editor-in-chief Roads & Kingdoms

Logo Noah Jacobson SVP, Corporate Development & Strategy TapClicks

Brian Border Former Vice President of CRM Shutterfly

Customizing the Customer Journey

Cut through the noise with tailored messaging at moments that matter. Leverage customer insights to identify opportune moments to deliver unique, customized experiences.

What opportunities are there to deliver personalized messaging?

Think small - translate larger brand narrative into specific messaging for smaller targeted groups.

Logo Matt Scovern Vice President, Marketing Synchrony Financial

Logo Deborah Conrad Chief Marketing Officer Grand Rounds

Logo Wendy Brauner SVP, Marketing Mckesson

2:30-3:00
Quantifying Emotion and Measuring the Power of Storytelling with Neuroscience

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.

Logo Spencer Gerrol Founder & CEO SPARK Neuro

Your Next Big Opportunity Is up North

Join Canada Post as we examine the behaviours and preferences of Canadian shoppers and how their media habits compare across generations (millennials, gen X, and boomers). Our insights will show you how to connect with Canadians today and how companies like Wayfair have found success north of the border.

Logo Kristi Tomasin Director, Commercial Marketing Canada Post

3:00-3:30
Brands & Truth

The notion of truth has become a cultural flashpoint in recent years. Words and phrases like ‘truthiness’ and ‘alternative facts’ have made their way into our vernacular and forced us to examine our relationship with the fundamental notion of telling the truth. When considered through a marketing lens and against a world that’s moving at the speed of the internet, the concept of brand truth – and of brands telling the truth – can oftentimes be a quotient of a brand’s profitability and sustainability.  And when a brand is seen a dishonest, it can swiftly be challenged, leading to immediate and lost-lasting damage.  What role does truth really play with respect to brand identity?  And how can a brand’s innate truth – born from its DNA and history, its inner workings and its offerings, its customers and its employees – tell a story that is not only authentic, but powerful and persuasive as well?  This fireside chat will focus on truth and storytelling, pop culture and brand communications, and will reflect on the realities of the current cultural moment, with strategies of how brands can thrive in a post-truth world.

Leesa Eichberger, head of Brand Marketing at Farmers Insurance, will share her thoughts on telling true stories, with anecdotes from her experience leading the “University of Farmers” campaign, based on the very real University of Farmers corporate training center, and the “We Know From Experience” campaign, based on Farmers agents’ actual claim stories. 

Logo Leesa Eichberger Head of Brand Marketing and Sponsorships Farmers Insurance

RPA David Measer Senior Vice President, Group Strategic Planning Director RPA

Customer experience isn’t just for B-to-C organizations anymore.

Learn practical steps to develop and implement a CX program for B-to-B customers. See how NRG is truly becoming customer centric while changing its company culture. In this session, Kimberly Carpenter, head of CX for NRG Business Solutions, will discuss best practices and how to get started on developing a strategy for your company. You’ll hear more about:

  • What customer expectations are for B-to-B organizations
  • How to get started on developing a strategy with KPIs
  • Examples of programs NRG has implemented

Logo Kimberley Carpenter Head Of Customer Experience NRG Energy

3:30-4:00
Break
4:00-4:30
What Do You Stand For? – Purpose Driven Marketing for a Value-Based Brand

Nike sacrificed everything to believe in Kapernick, Toms donated one for one and Patagonia’s 1% lives with environmental purpose. The truth is as many as 55% of consumers are willing to pay more to a brand that aligns with their beliefs. What is the purpose of your brand? What do you stand for? and perhaps most importantly of all how do you communicate it authentically? 

Embrace brand values that are authentic and relevant to your tribe.

Connect your customers with something they believe in. Be the conduit between customers and cause.

Spread the message - craft a simple, shareable narrative.

Logo Amy Heidersbach Chief Marketing Officer Career Builder

Artificial” Drives “Authentic”: Humanizing Marketing with Artificial Intelligence

Today’s CMO juggles multiple roles – from being the voice of an organization, to driving 1:1 personalized experience for customers.  Increasingly however, as organizations become more customer-focused, CMOs are also tasked with reimagining the business itself. AI has long been heralded as a gamechanger in this regard. But can AI really empower marketers to deliver authentic experiences?

Buried under jargon and esoteric rules, AI and its applications are often poorly understood, relegated to buzzwords and blog posts. This session seeks to change that status quo. Discover how AI makes the leap from theory to practice, and how marketers can leverage AI to build reliable, efficient, and insightful tools that generate deep and actionable customer insights and Interactions. Because it’s clear that for CMOs to truly embrace AI, it needs to become a strategic partner that can help enhance and manage all their myriad responsibilities, including customer insights, content and lead generation, marketing automation, programmatic advertising, and even brand strategy and experience.

Explore the transformative power of AI in fuelling ‘heart-felt’ customer engagement, ‘empathy and sentiment-based conversations, and ‘bursts of emotions’ that elevate customer experiences from artificial to authentic, and from average to exceptional. Learn how AI-driven insights can give marketers an inside out, re-vitalized understanding of their customers, and help them deliver experiences that are personalized, delightful, and at scale.

Logo Shimona Chadha Associate Vice President Marketing HCL Technologies

4:30-5:00
Engaging Storytelling at Scale - Think like a Publisher Not a Salesman

Marketing is no longer about creating commercials. Today’s brands need to tell engaging and emotive stories, that connect their brand to diverse and global audiences. In essence they need to think like a publisher and not a salesperson. Learn how the modern marketer can create and distribute engaging content on a global scale just like a publisher.

  • Find or create engaging stories that are authentic to your product and brand.
  • Break through the noise with content that connects, not just sells.
  • Diversify your distribution channels to drive bigger business impact.

Logo Erin Renzas Head of Marketing Branch International

Why your team wants to leave-- and what you can do about it.

Today’s best talent has more options than ever when it comes to finding a new role.  And while loyalty is down, there is increased pressure for brands to attract and retain a more diverse workforce.  Claire Telling of global executive search firm Grace Blue talks about what you can do to make sure your team is excited to join you and then commits to staying for the long haul.

Learn about

  • What the world’s best talent wants in a role and an employer
  • Best practices at keeping your high performers engaged
  • Trends you need to know for diversity and inclusion
5:00 -7:00
Networking Drinks

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Full speaker list • Full conference agenda • Audience breakdown

May 31st – Day 2

9:00-09:30
Accelerating the Future of Marketing with 5G Mobile Technology and AI

We’re on the cusp of a new technology era where 5G and AI will bring intelligent connectivity to virtually everything around us. Qualcomm CMO Penny Baldwin will share her unique insights on how this smart, connected future will provide marketers with exciting new ways to engage and interact with their customers.

Key concepts to be covered: 

  • Extending your reach across new screens and formats with the always-connected consumer
  • How new sources of data will drive next-level personalization and targeting
  • Creating richer, more immersive experiences to drive deeper audience engagement

Logo Penny Baldwin Chief Marketing Officer Qualcomm

McCann New York Devika Bulchandani President McCann New York

9:30-10:00
Scaling Branded Content

As Mary Meeker outlined in her 2018 Internet Trends Report, adults are spending an average of 5.9 hours per day with digital media. 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, Meagan Suckling, Director of Brand Partnerships , 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.

Shutterstock Meagan Suckling Director, Brand Partnerships Shutterstock

10:00-10:30
Can Tax Brackets & Behavioral Economics Build Brand Engagement?

In a low-engagement industry like financial services find out how Schwab is innovating with content authentic and valuable to investors to attract engagement. Helen Loh, Schwab’s SVP Digital & Content Marketing, will share ways to:

  • Build empathy and show consumers the brand “gets them”
  • Create a “funnel” with useful and entertaining content

Logo Helen Loh Senior Vice President, Digital & Content Marketing Charles Schwab

10:30-11:00
Coffee Break
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Track 1
Track 2
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11:00-11:45
Reinventing Email and SMS for Today’s Customer - Unleash the Power of Connected Experiences

Each day businesses connect with their clients through billions of emails and SMS messages. Yet these formats have remained largely unchanged for over 10 years. That is all about to change, as marketers can now augment their messages with rich media, personalization and interactivity, all backed up with advanced analytics.

The Next Era of Mobile Messaging

Millions of businesses rely on SMS to communicate with mobile consumers. Credit card fraud alerts, flight status updates, and package delivery notifications are common examples of business-to-consumer SMS. Though SMS meets the consumers needs for instant notification, it lacks the interactivity and personalization consumers expect.

Rich Business Messaging upgrades SMS with branding, rich media and analytics that lead to better consumer engagement. With RBM, businesses can bring branded, interactive mobile experiences, right to the default messaging app. By 2020, 86% of smartphones will be RBM-enabled. Join a Google expert to learn about the future of messaging and how major brands like Subway and Booking.com are already using this technology to reach their customers. 

Email for the Future

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. With AMP for email, users can take actions directly in emails and emails can be kept up-to-date and never get stale throughout the day. Join Google to learn how you can engage your audiences in a new way.

Logo Rob Lawson Global Partnerships Google

Logo Vamsee Jasti Product Manager, Accelerated Mobile Pages (AMP) Google

11:00-11:30
A Whisper in the Ear: The Power of Podcasting

In early 2007, at a small editor’s lunch on the 34th floor at Time Magazine’s office in Rockefeller Center, a somewhat fumbling Steve Jobs walked in, beltless, with the future in his hand. He couldn’t type well on the thing, and was harried by questions about some kind of low-level stock scandal as he picked at his salad, but the not-yet-launched iPhone was so full of history-warping features that Jobs barely even mentioned what would later become a multibillion-dollar smartphone-fueled industry: podcasting. 

I was there in that room, a young editor who probably had ranch dressing on his cheek, asking Jobs the same asinine questions about backdated options, totally blind to the real meaning of the moment. Zero inkling that now, a dozen years later, the once-great Time Magazine would have been chopped up and sold and rescued by Salesforce’s CEO and that I would be long gone, enthusiastically traveling the world with a bottle of whisky and two microphones, podcasting—yes, podcasting—from Thailand to Kenya to LA to Tokyo.

What do I love about podcasting? The same things that marketers should love.

It’s intimate: There is no escaping this. Podcasts are literally a whisper in your ear. Bluetooth noise-canceling headphones are everywhere, they are getting better all the time. Podcasters are in your mind, far nearer to you than you’d let any close-talker get. This may be the one tech in media that actually builds trust because of the experience.

The listener is locked in: Phone calls are down TK%. There is little audio to break into the podcast experience. We have a rule that we are allowed to suck, but just not for more than a minute. That’s how much sustained sucking it would take for someone to put down the dish they’re washing, dry their hands, then consciously turn to another podcast. Anything less than a minute of fumbling or umm’ing and it won’t be worth it to turn us off.

It’s niche, so it can really mean something deep to someone: There are mass-appeal podcasts, but improvements in discovery mean that you can have a very specific thing you do—say, drinking alcohol and cussing and crying with people in their far-flung hometowns around the world—and an audience can find you. When they do, they will stay with you, because you are the only one who speaks to them quite like that.

And you get from that product demonstration over salad to where we are today: 90 million listeners tuned into podcasts last month. Spotify just acquired Gimlet media for $230 million—the biggest acquisition in the industry to date- signaling that this is only the beginning of the podcast content boom.

When Anthony Bourdain and I started my podcast The Trip, it actually came because of a marketer. Tiger Beer, to be specific. They walked into Roads & Kingdoms and asked if we had a podcast, and when we said no, they gave us $80,000 to make one. Of course, Tony and I knew what to do with that money: we had Dan the Automator make the theme song, hired great young producers and flew them all over the place to grab sound, got the legendary illustrator Edel Rodriguez to make the show art, and pretty soon we were broke again, but with a show that made us proud. After Tony died, Luminary—a venture-backed company making a $100 million bet on power of podcasting—took the show under its wing, made it one of its launch shows, and, well, we’ll see where it goes from here. We know that no media project lasts forever, but the underlying strengths of podcasting—the focus, the intimacy, the authenticity—those are human qualities, those are strengths, those are everlasting. Get some for you and your audience.

Roads & Kingdoms Nathan Thornburgh CEO, Co-founder and Editor-in-chief Roads & Kingdoms

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11:45-12:15
Protect your Brand with Social Media and Web Governance Across Your Entire Digital Ecosystem

A significant portion of a CMO’s budget is allocated across digital channels and social relationships. These channels also present significant risks to your company! A solid social media and web presence governance program is now a key function in major corporations. This session will step you through the key elements of a governance program as well as best practices from global companies.

Presentation will include:

  • Key elements of a governance plan
  • Corporate social footprint management
  • Branded rogue and counterfeit account discovery.
  • Employee brand ambassador program and sales team monitoring,
  • Influencer and Partner Social Monitoring

Brandle, Inc. Janet Church Co-founder and CMO Brandle, Inc.

11:30-12:00
Creating for Mobile Impact: The Future is Here

The ephemeral nature of Snapchat is one of the many reasons Gen Z and Millennials communicate through pictures with their close friends each day. This also presents an amazing opportunity for brands to connect with this hard to find audience and gain earned media and incremental reach.

  • Learn what makes Snapchat unique. Leave inspired.

Snap Inc. Shachar Scott Global Head of Brand Marketing Snap Inc.

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12:00-12:30
How to Navigate Media Spends – Paid vs. Social vs. PR/Earned

From Paid to Social to Earned, navigating how to effectively use media is tricky, but to make the most impact, it’s important to remember synergy. In this session, Belen Pamukoff, Brand Director for Tecate (Heineken USA) will show best practices for making the most of your media buys, and discuss how to create a winning strategy.

  • How Paid Media and Social Media Differ, the strategies to take
  • How to use Media in different demographics (Hispanic)
  • Brand Strategy for Media

Logo Belen Pamukoff Brand Director - Tecate Heineken USA

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12:30-1:30
Lunch
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1:30-2:00
Case Study

Autodesk Jaron Gilinsky CEO & Founder Story Hunter

1:30-2:00
Highballing: Building a Community of Evangelists Through a Multi-Dimensional Influencer Strategy

The Highball’r program creates a national platform for influential bartenders to create and participate in meaningful yet simple activation, empowered by the brand. It has created loyal advocates and unleashed the growth of the Q mixers brand in the trade.

  • How to identify influential communities across markets and connect the dots nationally
  • Why empowering is stronger than simply engaging
  • How to turn brand advocates into tangible brand growth

Logo Jaron Berkhemer VP Marketing Q Mixers

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2:00- 2:30
Where Brand and Performance meet.

Do the brand and performance marketing groups at your company feel like they're on two different planets? Do they have completely different ideas of what good marketing looks like? How it's measured? You're not alone. We'll explore this drift and talk about why both sides are so important and how they can fit together.

Airbnb John Gargiulo Former Global Product Marketing Lead Airbnb

2:00- 2:30
B2B Influencer Marketing: A Practical Guide, Benefits, Do’s, and Don’ts

B2B Influencers can encourage their well-curated networks to deeply interact with a brand. This powerful and unique relationship can help marketers reach their target audience with more credibility. For a marketer, this type of association can be a potent tool, but if not careful, it can also cause irreparable harm to a brand.

Logo Navid Jafari Director of Marketing & Corporate Communications PeerNova

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2:30-3:00
Coffee Break
3:00-3:30
Visible Case Study – Humanising Digital

Visible, the first all-digital/cloud-based wireless carrier in the U.S, launched only a year ago to disrupt the multi-billion dollar sleepy Wireless phone industry. Identified as a challenger brand and recognized for its approach to customer engagement, Visible has implemented a seamless model in creating a meaningful journey for its' customers at every touch point.

Hear how being all digital has empowered Visible to bring humanity to an often-transactional industry.

Logo Beth Veen Head of Brand Strategy Visible

3:30-4:15
A Brave New World – Developing a Culture of Marketing Innovation

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.

my/mo Mochi Ice Cream Russell Barnett Chief Marketing Officer My/Mo Mochi Ice Cream

The UPS Store Karen Kelly Marketing Services Director The UPS Store

Alison Herzog Former Marketing Director, Global Social Business and Digital Strategy Dell

Jasmine Kees

Jasmine Kees

Global Project Director
Incite Group

UK: +44 (0) 207 375 7532

Email: jasmine@incite-group.com

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Complete speaker line-up • Program for all tracks & sessions • Audience breakdown