Wednesday, 05/01
6:30 PM Central
7:30 PM ET
Welcome Cocktails
The Lawn at The Virgin Hotel
Thursday, 05/02
7:45 AM Central
8:45 AM ET
Coffee Service Available
Great Room Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings
Manor I-II
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens
Great Room Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
Great Room
9:35 AM Central
10:35 AM ET
Opening Remarks
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:45 AM Central
10:45 AM ET
Keynote Presentation: Creating Conditions for Effectiveness: Building Spheres of Influence to Capture the “New Consumer” Behavior
Influencers, big data, ”fewer/bigger," 80/20, full-funnel, etc. What relic-rules are you using to create 360 programs for a consumer that has increasingly become more elusive to tried and true strategic techniques? The fact of the matter is that the human brain works faster than our data stacks and “predictive models” can anticipate. The consumer has different needs day-to-day, but at best we plan quarter to quarter. Nobles Crawford, Asst. Vice President of Consumer Activation for Couture at L’Oreal, will demystify, from his POV, some of the complexities of attracting the new purchase behaviors and solutions to create conditions to catch consumers whenever they decide to convert.
- Keynote
- Nobles Crawford, Assistant Vice President of Consumer Activation, Couture, L'Oreal
10:15 AM Central
11:15 AM ET
Panel: Pull Instead of Push Marketing: Rethinking Today’s Search Strategy
With more content in search results, fewer people are clicking to a brand’s website. To combat this, marketers need to pull the customers in by diving deeper to fully understand what they need. Creating relevant and more personalized content on the channels consumers are frequenting is a must. And it’s time to think beyond your site and look to generate mentions elsewhere, like a blog, social media or review. Marketers can no longer just market to people who want an answer, but instead help them solve a problem or accomplish a task. Our panel of savvy marketers will break it all down for us.
- Moderator
- Alyson Scacciotti, Senior Paid Media Director, Jellyfish
- PanelistS
- Erik Butler, Division Director of Marketing & Advertising, Universal Technical Institute
- Micheal Gumbert, Paid Media Specialist, Medtronic
- Ashley Sasnett, Sr. Director, Content Strategy, Equifax
10:45 AM Central
11:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM Central
12:15 PM ET
Case Study: The How-Tos of Multi-Platform Search Strategy
In today’s privacy-first, cookieless world, search has emerged as an efficient and highly effective channel to capture consumer engagement across social, owned, and retail platforms. Digitas' senior vp of search, Elena MacGurn, shares her practical and actionable applications of multi-platform search strategies across various verticals. Hear her results-driven integrated approach that meets consumers where they choose to engage and drives measurable impact across the entire digital ecosystem.
- Presenter
- Elena MacGurn, SVP of Search, Digitas
11:35 AM Central
12:35 PM ET
Case Study Q&A: Double Duty Targeting: Maximizing ROAS with a Single Campaign for Two Audiences
Limited budget? No problem! Learn how to leverage smart targeting to run a single campaign that effectively reaches two distinct audiences, driving strong Return On Ad Spend (ROAS) for each. We'll explore real-world strategies for using first-party data to personalize experiences for each target segment, utilizing A/B testing to optimize messaging and creatives. Discover how to stretch your marketing budget further while generating high-quality leads with this results-driven approach.
- Interviewee
- Bliss Wade, Digital Marketing Manager, Brookdale
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
11:55 AM Central
12:55 PM ET
Roundtable: Deciphering Multi-Channel Attribution
Consumers rarely have a single path to purchase. They engage with brands on multiple channels, including social media, search engines and paid ads. So with customers interacting across various digital channels, how are marketers tracking their path to purchase? How do brands achieve more accurate attribution? Let's discuss
- Featuring
- Mike Lombard, Manager, Performance Media, LL Bean
11:55 AM Central
12:55 PM ET
Roundtable: The How-Tos of Multi-Platform Search Strategy
Fom traditional search engines to social and commerce platforms, discuss practical tips on how to extend optimization strategies to engage consumers throughout their entire digital journey.
- Featuring
- Elena MacGurn, SVP of Search, Digitas
11:55 AM Central
12:55 PM ET
Roundtable: Audience Targeting in a Cookie-less World, the Sequel
- Featuring
- Bliss Wade, Digital Marketing Manager, Brookdale
12:40 PM Central
1:40 PM ET
Networking Lunch
2:00 PM Central
3:00 PM ET
Axe Throwing at Bad Axe
Historic Nashville City Walking Tour
Topgolf outing
6:30 PM Central
7:30 PM ET
Cocktail Party
City Tap House (Shuttle departs 6:15 SHARP from hotel)
7:30 PM Central
8:30 PM ET
Dinner
City Tap House
Friday, 05/03
7:45 AM Central
8:45 AM ET
Coffee Service Available
Great Room Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings
Manor I-II
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens
Great Room Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
9:35 AM Central
10:35 AM ET
Notes From the Emcee
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:45 AM Central
10:45 AM ET
Keynote Q&A: Driving Efficiency: Mitsubishi Motors' Journey to Marketing Excellence
Mitsubishi Motors transformed its marketing strategy to meet the demands of today's ever-changing consumer landscape. Hear how the challenger brand shifted its message-first approach to a truly audience-centric conversion-focused strategy to optimize efficiency and maximize the impact of every marketing dollar. VP of Marketing, Kim Ito, will share how her team adapted to longer purchasing cycles and economic shifts by embracing AI, forging strategic partnerships, and adopting a test-and-learn mindset. As a result they were not only able to drive sales and boost brand awareness, but also emerged as an award-winning leader in the automotive industry.
- Interviewee
- Kimberly Ito, VP, Marketing, Mitsubishi Motors North America
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
10:15 AM Central
11:15 AM ET
Case Study: Using Agile Principles to Improve Testing Strategies
While constant experiments can drive efficiencies and improve campaign performance, it can be a struggle to effectively get tests off the ground. The Deposits Marketing team at Discover Financial Services has leveraged Agile methodologies to increase speed to market, improve communication, and drive more valuable results across all digital channels. Abby Wolf, Sr. Manager of Digital Marketing at Discover will walk you through how the team stood up an entirely new process for testing, learning, and communicating results.
- Presenter
- Abby Wolf, Senior Manager, Digital Marketing, Discover Financial Services
10:35 AM Central
11:35 AM ET
Sponsor Spotlight & Coffee Break
11:05 AM Central
12:05 PM ET
Panel: Will AI Kill SEO and Search?
How are brands leveraging AI today? It enables marketers to streamline productivity and optimize campaigns faster and more efficiently, but are they effective? Can AI curate and solve consumers' problems? AI can provide answers, but can it interpret what the the consumer's intent? What's the right balance of automation and human control? This panel of marketers will discuss.
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Rich Bosler, Director Paid Search, Harmelin Media
- Brett Geeser, Head of Paid Search & Ecommerce, CROSSMEDIA USA
- Ryan Jones, Senior Vice President, SEO, Razorfish
11:35 AM Central
12:35 PM ET
Q&A: Maximizing Performance of PMax
Have you run with PMax from Google? Our panelists have, and they can share best practices and stories about the good, the bad and the indifferent. How to use PMax as a complement to your campaigns, or as the core. Find out some of the insider strategies to making this tool work, and why it is such a unique arrow in the quiver of a marketer.
- IntervieweeS
- Amy McClain-Ponder, Group Director, Performance Media, Beeby Clark + Meyler @amymcclain8
- Genna Mordaga, Director, Paid Search, Tapestry
- Interviewer
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
11:55 AM Central
12:55 PM ET
Roundtable: AI vs Human Touch
- Featuring
- Brett Geeser, Head of Paid Search & Ecommerce, CROSSMEDIA USA
11:55 AM Central
12:55 PM ET
Roundtable: Gen Z & Hyper-Personalized Targeting
- Featuring
- Abby Wolf, Senior Manager, Digital Marketing, Discover Financial Services
11:55 AM Central
12:55 PM ET
Roundtable: Testing Google PMax for Incrementality
- Featuring
- Amy McClain-Ponder, Group Director, Performance Media, Beeby Clark + Meyler @amymcclain8
12:45 PM Central
1:45 PM ET
Networking Lunch
2:00 PM Central
3:00 PM ET
Brewery Tour
Skyline Kayak Tour on the Cumberland River
Tour of Jack White's Third Man Records Studio
6:30 PM Central
7:30 PM ET
Cocktail Party
The Lawn at The Virgin Hotel
7:45 PM Central
8:45 PM ET
Dinner
Adele’s Restaurant (Shuttle departs 7:30 SHARP)
Saturday, 05/04
8:00 AM Central
9:00 AM ET
Breakfast Buffet Opens
Great Room Foyer
9:00 AM Central
10:00 AM ET
Q&A: Unlocking Potential: Harnessing AI for Dynamic Digital Programs
First party data is top-of-mind these days, but what are marketers doing to protect themselves when cookies finally does go away? Melissa Cartagena, Senior Director & Head of Digital Advertising at AutoNation, sheds light on their proactive approach. Hear how leveraging data and AI behavior has fueled their programmatic strategy, enabling autonomous optimization based on real-time insights. This, along with rigorous testing and measurement, has helped ensure greater transparency and a more effective ad strategy.
- Interviewee
- Melissa Cartagena, Senior Director and Head of Digital Advertising, AutoNation
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:30 AM Central
10:30 AM ET
Panel: Search on Consumer's Terms
Consumers expect brands to show up where they search for products. TikTok, Instagram, Amazon, chatbots, and now search engines using AI are the various places consumers search for and interact with brands. How are brands meeting them half-way? What digital platforms/channels are most used by these consumers to search for new products, and does it vary by generation? This panel will talk about the various ways brands can meet their demanding consumers.
- Moderator
- Cory Treffiletti, Contributing Writer, MediaPost @ctreff
- PanelistS
- Amy McClain-Ponder, Group Director, Performance Media, Beeby Clark + Meyler @amymcclain8
- Aaron Moskowitz, Director of SEO, Golden Hippo
- Ryan Schuster, Associate Director, Paid Search, Exverus Media
10:00 AM Central
11:00 AM ET
Summit Concludes
Virgin Hotel Nashville