Tuesday, 03/16
Day 1 - The Great Brand Shake-Up
Half of your customers say they are willing to try another brand. Yikes! We open the CPG Summit engaging the challenges of a new customer journey that has been impacted by the Pandemic, as well as media fragmentation, as well as the multicultural moment.
3:00 PM
Opening Remarks - ALL TIMES EST
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:10 PM
Keynote: Empathy@Scale: Mondelez Reaches Beyond Personalization
Can CPG brands really touch consumers in deep and personal ways? Having spent years mastering familiar channels for personalized marketing Mondelez is now looking to make connections not only with consumer behaviors but with their beliefs, needs in the moment and hearts. We explore what “Empathy at Scale” means.
- Keynote
- Jonathan Halvorson, Global VP Consumer Experience, Mondelez
3:45 PM
Panel: The Loyalty Shake-Up: Dancing With Brand Switchers
Consumers come out of the Pandemic year more open than ever to replacing your brand and shifting loyalties. How are CPG marketers evaluating the challenge and, at the same time, defending their brand hold while they look to acquire new loyalists from others? How does this new reality of brand marketing impact overall strategy- messaging, media mix, CRM?
- Moderator
- Jeff Roach, President & Chief Strategy Officer, Schiefer Chopshop @Silverstarme
- PanelistS
- Vivian Chang, VP Growth, Clorox DTC, The Clorox Company
- Alex Reed, CMO, Truman's
- Eric Wellinghoff, Chief Marketing Officer, Nehemiah Manufacturing Company
4:15 PM
Trivia Contest: Sponsored by Ad.net
4:25 PM
Case Study: From Influencers to Hashtag Campaigns: White Castle Deepens Engagement with CPG Shoppers
Thanks to White Castle’s QSR roots, social media has long been a significant part of their grocery division’s marketing mix. CMO Lynn Blashford talks strategy, and how not only the channel, but the content, plays a crucial role in expanding audience reach to younger consumers. She also shares how embracing the fight against social injustice opened doors for the family-owned brand.
- Interviewee
- Lynn Blashford, Chief Marketing Officer, White Castle
- Interviewer
- Lisa Singer, Event Editorial Manager, MediaPost
4:45 PM
Roundtables
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:45 PM
Roundtable: Social Media Influencers and More
- Featuring
- Cherie Boldt, Director of Marketing, Crispy Green
- Peter Machalek, Chief Commercial Officer, TREC Brands
- Kayla Rochkin, VP Marketing, TREC Brands
Wednesday, 03/17
Day 2 - Capturing the Digital Shopper
Walled garden, retail media nets, and a sea of data. Today we dive into the virtual marketing experience. What does shopper marketing look like here? Can data help manage the new "phygital" journey?
3:00 PM
Welcome Back/Marketer Survey Results - ALL TIMES EST
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
3:10 PM
Keynote: The Evolving Practice of Consumer Engagement
A century ago Betty Crocker taught us everything we need to know about authentic consumer engagement. From personalized connections to data collection to creating engagement and innovation loops, General Mills CMO Ivan Pollard explores how the company draws lessons and inspiration from this CPG icon.
- Keynote
- Ivan Pollard, Global Chief Marketing Officer, General Mills
3:40 PM
Sponsor Spotlight - "From the Living Room to the Shopping Cart With Roku"
3:50 PM
Panel: The Virtual Endcap: Shopper Marketing Goes Digital
How do the traditional in-store shopper marketing techniques translate to the digital environment. How do we rethink sampling, placement, special offers and more? And as the retail media networks grow both in power and diversity, how are CPG marketers redefining shopper marketing in these contexts? How can better targeting and personalization replace physical presence, and yet, contribute to real world shopper marketing as well? This is going to get complicated.
- Moderator
- Denise Blasevick, Co-founder and CEO, The S3 Agency
- PanelistS
- Ali Dembishack, Sr. Shopper Marketing Manager, Lactalis US Yogurt
- Fred Haberman, Founder and CEO, Freak Flag Organics
- Lisa Mathison, Head of Brand Activation, Hostess Brands
4:20 PM
Break
4:25 PM
Case Study: Jimmy Bars Takes the Paths Less Traveled
Building a CPG brand within the Grocery Industrial Complex can be daunting and costly. Jimmy Bars co-founder explores the innovative distribution and marketing channels that has helped build the brand without breaking the bank.
- Interviewee
- Jim Simon, Founder, CEO, JiMMYBAR!
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
4:45 PM
Roundtables
For 15 years the Insider Summit Round Tables have been where marketers bring their questions, challenges and insights for one another to share in casual, off-the-record conversation. This Virtual Insider Summit is no different. Webcams and Mics ON. Recording and reporting OFF. Discuss amongst yourselves!
4:45 PM
Roundtable: Data, Data Everywhere, And Not a Drop to Drink?
What is the data strategy for CPGs in a world of walled gardens, retail intermediaries and third party providers who promise the world in filling those gaps? How are CPG marketers building their data war chests?
- Featuring
- Ken Krasnow, VP Omnichannel Marketing, Henkel
- Michael Lampert, Global Marketing Data Lead, Mondelēz International