Agenda

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Wednesday, March 25

6:00 PMAlhambra Terrace & Foyer
Welcome Cocktail Reception

Thursday, March 26

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Opening Remarks
MC
Ross Fadner, Director, Event Programming, MediaPost
9:00 AM
Since beginning their work 6 years ago, The Barbarian Group has helped GE move from top-down messaging to native, channel specific content that reveals the problems the company solves every day. From high production Instagram content to technical feats and high-concept filmmaking, Colin Nagy will discuss their creative relationship and how agency and brand collaborate to fruitful effect, as well as discuss key learnings that any marketer can apply to their work. 
Keynote
Colin Nagy, Executive Director, Media and Distribution, The Barbarian Group
9:30 AM

So you’ve developed a piece of content — in your opinion, really good content — but now you’ve got to get it seen. Your owned media is firing on all cylinders ... now you need to line up your distribution partners. But it seems like choosing the right partners is too much like choosing between different peanut butter brands at the supermarket. Isn’t it all made from peanuts — what’s really the difference here? The truth is, choosing the right distribution partners and channels is absolutely critical to your content marketing strategy; this panel will teach you how to evaluate the market properly and align prospective partners to your goals. 

Moderator
Ephraim Cohen, SVP and Senior Partner , FleishmanHillard
PanelistS
Keith Pape, VP, Marketing & Digital Engagement, One+K
Andrew Stark, SVP, Content Solutions, PulsePoint
Michail Takach, Director of Digital Marketing, North America, Manpower Group
10:15 AM

As native and content based advertising continues to grow ... so do the regulatory, legal, and business challenges for agencies, brands, and publishers. Vejay Lalla will look at recent trends in content based advertising and the current landscape that agencies, brands, and publishers face in developing, integrating, and distributing original, editorial and user-generated content.

Presenter
Vejay G. Lalla, Partner, Entertainment, Advertising, and Promotions Group, Davis & Gilbert LLP
10:45 AM

How’s your content marketing tool belt? Is it robust enough to handle all your partners and the varying data points generated by their respective platforms? Welcome to the intersection of content, content marketing and social media. Devising a coherent content marketing strategy is hard enough in and of itself for many marketers to wrap their minds around ... but what about stringing together the loose confederation of listening tools, engagement platforms, curation models, distribution options, and measurement, analytics and reporting tools? That’s another story altogether. This panel of marketers and agency experts will discuss how they are organizing their content strategies. 

Moderator
Dan Cristo, Director, SEO Innovation, Catalyst
PanelistS
Morgan Chemij, Senior Director SEO, PPC, Social, Feeds, Affiliates, Group Buying, Provide Commerce
Brittany Richter, Associate Director of Social Media, iProspect
Ellen Sirull, Senior Marketing Manager, Content, Experian Consumer Services
Chad Warren, Senior Strategist of Social Media and Content Marketing, Adobe Systems
11:30 AM
According to a recent study from TrackMaven, a growing majority of professional marketing content fails to have an impact. The marketing research firm found that while the content output per brand has increased 78 percent from the start of 2013 to the end of 2014, content engagement actually decreased 60 percent. That raises the obvious question: is more content necessarily better? Marketers may be distributing more content across more channels, but cutting through the noise is becoming increasingly difficult. CEO Allen Gannett will delve into TrackMaven’s content database to explore content’s marketing’s biggest issue.
Presenter
Allen Gannett, Founder, TrackMaven
12:00 PM
How to Choose the Right Content Distribution Partners - John Ken, Director, Customer Retention, Edmunds.com

Content Marketing Engagement: Diminishing Returns? 
- Andrew Stark, SVP, Content Solutions, PulsePoint

How to Streamline Your Content Marketing Tool Belt -
Andries de Villiers, Vice President of Sales, East, Outbrain
12:45 PM
Lunch
6:30 PMKasbah Patio
Cocktail Party
7:30 PMKasbah Patio
Dinner Reception

Friday, March 27

7:30 AM
Registration Opens
8:00 AM
Breakfast
8:45 AM
Welcome Back
MC
Ross Fadner, Director, Event Programming, MediaPost
9:00 AM
Programmatic. Native advertising. Content marketing. These media buzzwords today are all the rage, but the key to the future of branded content efforts lies in finding the right partners who match the emotions and audience of your brand. See how the Coldwell Banker view of "what home truly means" matched perfectly with MLB.com to create a content campaign that was a home run. 
KeynoteS
Nick Dimitrakiou, Founding Partner, CEO, Convidence
David Marine, Vice President, Brand Engagement, Coldwell Banker Real Estate
9:30 AM

It’s no secret that video consumption is increasingly moving to mobile devices and, in particular, apps like YouTube, Facebook, Instagram and Vine. But what does this shift herald for brands? Is the small screen appropriate for brand storytelling? How does the new context of discovering video in a feed affect messaging? And how does paid advertising on these platforms fit into your distribution strategy?

Moderator
Tanya Irwin, Senior Reporter and Editor, MediaPost
PanelistS
Avish Dahiya, CTO/CMO, Heritage Baby Products
Susan Getgood, SVP, Integrated Marketing, SheKnows
Mairin Heard, Social Media Specialist, HomeAway.com
Beth Tomkiw, Chief Client Officer, McMurry/TMG
10:15 AM
Today’s digitally-connected consumers are seeking more personalized relationships with brands. As other brands are scrambling to figure out how to connect with audiences that want to be engaged, Expedia has responded by shifting from marketer to storyteller and created an authentic voice with "Find Yours" -- a multi-platform campaign featuring user-generated videos that show unique, emotional experiences people can find when traveling. Through this approach, Expedia was able to build a personal, lasting relationship with customers and become more than just a booking engine. In this case study session, Jason Rubenstein will discuss what digital marketers can do to amplify the power and ROI of a tactical, multi-platform campaign and how this bold shift to utilize user-generated content transformed the way the company identifies with its customers and fans.
Presenter
Jason Rubenstein, Director, Expedia Media Solutions
10:45 AM

Have we arrived at Native 2.0? If Native 1.0 was about recognizing paid media as a new content distribution platform, then 2.0 should have all the hallmarks of a maturing marketing channel -- understanding how to choose the right partners based on business goals, assessing success metrics for native programs and understanding how to achieve scale at the expense of targeting and vice versa. How does native work in tandem with other marketing deployments like search, social and mobile? 

Moderator
Andrew Susman, President, Studio One Networks
PanelistS
Dave Lavine, Chief Revenue Officer, Hone
Jon Lewis, VP, Content, LaneTerraLever
Shannon Marcotte, Marketing Manager, Audience Reach, The New York Times
Keira Nothaft, Director, Digital Innovation, The Arizona Republic/azcentral.com
11:30 AM
To provide real ROI, content marketing needs to be scalable – a challenge advertisers continue to face. However, in today’s programmatic era, new technology is helping brands to deliver on the dream of "right content, right person, right time, right place." Join Scott Trepanier for a behind the scenes look at how Columbia Sportswear targeted, distributed and optimized their branded content at scale for maximum reach and consumer engagement. 
Presenter
Scott Trepanier, Sr. Manager of PR, Promotions & Social Media, Columbia Sportswear
12:00 PM
Content Marketing on Mobile Devices: A Perfect Fit? - Keith Pape, Senior VP Social Media & Community Engagement, One+K

Mobile, Social, Search and the Next Generation of Native - Kamilah Patterson, Online Marketing Manager, The Home Depot

Leveraging Native for Your Content Strategy
Dan Partelow, Senior Manager Brands and Agency Sales, Taboola

12:45 PM
Lunch
6:30 PMCortijo Plaza
Cocktail Party
7:30 PMCastillo Lucena
Dinner Reception

Saturday, March 28

8:00 AM
Registration Opens
8:30 AM
Breakfast
9:00 AM
This session features Nick Tran, former Digital Marketing and Social Media Lead at Taco Bell, who will highlight a few success stories at Taco Bell and discuss his recent transition to Stance, Inc. The presentation will share insights and learnings from big brands and how to leverage that to fuel smaller brands. It will focus on being efficient with money, time, and resources to provide the most impact for a young organization.
Presenter
Nick Tran, VP, Digital Marketing, Stance Socks
9:30 AM
Though Whirlpool has been an iconic household appliance brand name for over 100 years, it has always been first and foremost a manufacturing company based on Midwestern values of doing things the right way.  Within the last decade the industry has experienced tremendous turbulence -- from intense global competition to a massive housing downturn.  Through all the challenges, the brand has stayed true to its core promise of helping families thrive day in and day out.  Today, with the launch of the "Every Day, Care" purpose-driven campaign, the brand wants to push the industry forward by shifting consumers' mindset from thinking about appliances as cold metal associated with thankless chores to thinking of chores as acts of love that make a huge difference in people's lives every single day.  
Keynote
Jon Hall, Senior Brand Manager, Whirlpool Brand
10:00 AM
In 2014, the Nissan North America Media Center and Product PR Team went off road to reach new heights, literally and figuratively; the team is on a path to tell the development story of the all-new 2016 Nissan Titan. Join us to hear how Nissan is breaking new ground, forging new paths and keeping its forthcoming truck integrated into the mainstream and industry conversations about pickups in the U.S. – a world traditionally dominated by the Big Three automakers of Detroit.
Presenter
Jeannie Whited, Senior Manager, Executive Communications & Media Center Operations, Nissan Motor Company
10:30 AM
Content ROI: the Business End of Storytelling - Ross Fadner, Director, Event Programming MediaPost

Is UGC Right for Your Brand? - Amelia Guldi, Account Director, IZEA
11:30 AM
Conference Concludes