Tuesday, 08/18
Day 1 - New Shopping, New Media
Already disrupted, the consumer path to purchase was fully upended this year. We open the CPG Brand Summit mapping media against radically changed media and shopping behaviors.
12:30 PM ET
Opening remarks
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
- FacilitatorS
- Joshua Palau, VP, Digital Strategy and Platforms, Bayer Consumer Health
- Eve Rabin, Senior Manager; Media Innovation & Partnership Development, PepsiCo, Inc
12:40 PM ET
Keynote: Pepsi’s Empathy Imperative
For PepsiCo’s Food Service division, the most effective marketing response to the Covid crisis was also the most humane. All of its restaurant, travel, venue and other key partners were among the most impacted by the crisis, and the brand focused its messaging and support on the people behind these partners. Global CMO Scott Finlow explores how empathy drove Pepsi’s decision-making and directed support for people, not just a supply chain. Going forward, how could and should marketers learn from this crisis about identifying with their customers?
- Keynote
- Scott Finlow, Global Chief Marketing Officer, Pepsi Foodservice
1:05 PM ET
Sponsor Spotlight Presentation
1:20 PM ET
Panel: Here to Help?: Brand Building for the Next Normal
Every brand just had multiple gut checks about what they are, how they relate to their customers' lives, and the real depth of brand loyalty. The customer journey was radically disrupted this year, as were supply, and even the traditional role of brands. Moving forward, how should companies be thinking about brand?
- Moderator
- Kerry Curran, Executive Director, Marketing & Growth, GroupM Performance, Catalyst
- PanelistS
- Suzanne Darmory, Senior Social Content Manager, International Beauty Brand
- Gretchen Koch, Senior Director of Marketing & Innovation, Consumer Division, Peet's Coffee
- Brian Neumann, Senior Brand Manager, The Kraft Heinz Company
- Tom Rowe, Senior Manager, Digital Marketing Operations, McCormick
1:50 PM ET
Panel: Learning from the DTCs
The COVID-19 pandemic has consumers flocking to online shopping and looking to brands for support and a more personalized connection. As we begin to venture outside again these changing habits are likely to continue; making this an optimal time for brands to look to D2C models not only for customer acquisition but as a long-term safeguard for potential future market disruption. What can brands learn from D2C’s as we move forward in this uncertain time?
- Moderator
- Lisa Singer, Event Editorial Manager, MediaPost
- PanelistS
- Alex Reed, CMO, Truman's
- Jason Steinberg, Global Direct to Consumer (DTC), Colgate-Palmolive
2:10 PM ET
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!
2:10 PM ET
Roundtable: From TV to Influencers: What Is the 2021 CPG Media Plan?
CPMs plummeted, then rebounded; creatives locked down, and stayed locked down, and influencers sought to fill the void; streaming and digital inventories ballooned, but where to direct those eyeballs? As we move into Q4/Q1, what is the media plan now?
- Featuring
- Jason Adamski, North American Consumer Connections Lead, Ferrero
- Amy D'Souza, Media Director, Constellation Brands
- Brad Feinberg, NA VP of Media and Consumer Engagement, Molson Coors
- Eve Rabin, Senior Manager; Media Innovation & Partnership Development, PepsiCo, Inc
2:10 PM ET
Roundtable: Navigating Culture & Controversy in a Hyper-Social World
Suddenly brands are finding themselves thrust into a range of controversy; having to make hair-trigger responses for fear of backlash. From COVID-19 to social justice, from platform boycotts to “insensitive” ads; social media amplifies even the smallest of signals. How do you respond? Do you respond? How serious is Twitterverse and is this culture of accountability stifling creativity?
- Featuring
- Eric Bandholz, Founder, Beardbrand @bandholz
- Paul Hanges, CEO, JibJab
- Jim Parsons, Marketing Executive, UPS
Wednesday, 08/19
Day 2 - The New and Improved Business Model
From DTC challenger brands to Amazonifcation, leveraging first-party data to subscriptions, today we open the books on new revenue and distribution models.
12:30 PM ET
Welcome Back, Marketer Survey
- MC
- Lisa Singer, Event Editorial Manager, MediaPost
- FacilitatorS
- Derrick Brent, Marketing Consultant, Cut Golf
- Joshua Palau, VP, Digital Strategy and Platforms, Bayer Consumer Health
12:40 PM ET
Keynote Q&A: Hair Care Brand Curls Makes Waves During Crisis
Curls Beauty Brand found themselves in an optimal position during the pandemic. Online sales surged, and even tripled some days during the first few months. Though business was thriving, the savvy hair care company continued to stay engaged with consumers via virtual tutorials and events; tapping into a virtual data trove. CEO & Founder, Mahisha Dellinger, talks strategy, community outreach and her grassroots’ beginning.
- Interviewee
- Mahisha Dellinger, CEO & Founder, CURLS Beauty Brands
- Interviewer
- Lisa Singer, Event Editorial Manager, MediaPost
1:05 PM ET
Sponsor Spotlight Presentation - "Understanding Consumers in a Volatile, No-Touch World"
1:20 PM ET
Case Study: Waking Up To Gaming
When Covid shut down all live sports this spring, marketers woke up to the relatively untapped esports opportunity. But Anheuser-Busch has been all in with e-team and event sponsorships for a while. Bud Light’s Director of Sports Marketing outlines the opportunity for brands here, Bud Light’s own strategic approach and how (and how not) to suit up for the virtual game.
- Presenter
- Joseph Barnes, Director, Bud Light Sports Marketing, Anheuser-Busch
1:40 PM ET
Trivia Contest
1:50 PM ET
Case Study: ShopRite's Paperbird Soars
When Wakefern Food Corp. set out to redefine their Own Brands, they went to their consumer - and let insights drive every step of the process. From brand positioning to packaging design to brand activation, Wakefern treated the launch of Paperbird with the same respect as a best in class CPG brand. Laura Kind, VP of Brand Strategy, shares how her team translated the consumer emotion around messes into highly relatable Paperbird brand work.
- Presenter
- Laura Kind, Vice President of Brand Strategy, Wakefern Food Corp.
2:10 PM ET
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!
2:10 PM ET
Roundtable: Women CPG Leaders: the Industry’s Most Untapped Resource
Female shoppers make or influence up to 80% of all consumer purchases and yet occupy less than 30% of senior positions in the CPG industry. How is this sector missing a perfect opportunity to create stronger connections with customers via leadership that better reflects who they are? How do women leading the CPG marketing charge bring unique perspectives to brands and help cut through the clutter?
- Featuring
- Sona Bajaria, VP of Marketing, Pernod Ricard
- Randi Jachino, VP of Marketing, Weleda North America
- Kym Recco, Digital Marketing Manager, Tom's of Maine
2:10 PM ET
Roundtable: Building the Better Data Strategy
First party data is the holy grail of marketers, but CPGs remain at a disadvantage in the data game. How are CPGs finding, building and best leveraging their data trove?
- Featuring
- Jessica Best, VP, Data-Driven Marketing, Barkley
- Joseph Sanfratello, VP of Performance Marketing, Hubble Contacts