MediaPost - Brand Insider Summit CPG

Monday, 08/19

8:00 AM

Registration & Breakfast

Alpine Foyer

8:00 AM

One on One Meetings

Monument Peak

One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.

8:30 AM

Sponsor Breakfast Presentation

Alpine Ballroom

Day 1 - Branding In a Commodity Economy

Are online channels commoditizing every product category they touch? We open the CPG Summit exploring how brands build media and messaging strategies in a cluttered, fragmented environment. What is the media plan now? What can traditional brands learn from direct-to-consumer upstarts?

9:00 AM

Opening Remarks

Alpine Ballroom

MC: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

9:15 AM

Keynote: Pepsico’s Media Transformation: Journey Towards Analytics Engine

Alpine Ballroom

By developing tools and capabilities to stay on the forefront of data and analytics, Pepsico is empowering marketers to make better decisions using new sources of data. They are improving performance through more granular scrutiny of investments and more precision on targeting capabilities. The goal is to connect with audiences across an ecosystem that allows personalization from exposure to purchase.

KeynoteS: Abhishek Jadon, Senior Director - Consumer Data and Digital Strategy, PepsiCo; Kevin Moeller, Head of Media Insights & Analytics, PepsiCo NA, PepsiCo @kmoepepsico

9:45 AM

Panel: Branding in A Performance Era: Rethinking the CPG Media Mix

Alpine Ballroom

Media, consumer channels and attention have fragmented hopelessly. Data-driven advertising seems to narrowcast us towards immediate performance metrics even as brands struggle against commodification in every category. Every product and category will meet the challenge differently. We ask several marketers to share the lessons from recent successful campaigns. What media mix, content, KPIs, outcomes are working for them now?

Moderator: Tim Glover, VP, Account, Empower
PanelistS: Bonnie Brannigan, Vice President, Retail Marketing, Kalmbach Feeds, Inc. @Kalmbach Feeds, Inc.; Michael Reynolds, Digital & Integrated Marketing Manager, Campbell Soup Company

10:15 AM

Case Study: We Are Who We Said We Are: Authenticity In Commodity Businesses

Alpine Ballroom

Brandon Miller discusses how Land O’ Lakes has leaned in to both its 100-year history as a farmer-owned cooperative and the realities of modern agriculture to differentiate itself in a category that is by definition undifferentiated. He’ll explore how Land O’ Lakes’ genuine, self-aware approach has resonated with stakeholders across the board, from the farmer to the fork.

Presenter: Brandon Miller, Digital Marketing Manager, Land O' Lakes, Inc.

10:45 AM

Sponsor Spotlight and Coffee Break

Alpine Foyer

11:15 AM

Presentation: Reframing a Brand: Expanding Without Alienating

Shifting target audiences and reframing how consumers use a product can be risky for any brand. Jack Link’s CMO shares how the brand expanded its marketing to include an entirely new target audience without alienating its core customer. How did its media and messaging strategies deliver sales lift and an increase in key brand metrics, maintaining Jack Link’s as the #1 meat snack brand.

Presenter: Tom Dixon, CMO, Jack Links

11:45 AM

Q&A: Learning From the DTCs: Flex and Test

Hubble Contacts came to disrupt a decades-old customer path that relied heavily on trusted supply and retail chains. It learned early to build a marketing culture of testing everything and readiness to adapt to consumer preferences. We explore how the internal marketing team brought this approach to scale as well as its endeavor to create an e-retail platform of its own for the category.

Interviewee: Dan Rosen, Marketing ad Creative Director, Hubble Contacts
Interviewer: Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm

12:15 PM

Roundtables

Alpine Ballroom

The New CPG Media Plan - Tim Glover, VP, Account, Empower MediaMarketing
Learning from the DTCs - Dan Rosen, Creative Director, Hubble Contacts
Brand Differentiation and Authenticity - Brandon Miller, Digital Marketing Manager, Land O' Lakes, Inc.

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

Alpine Ballroom

2:00 PM

Afternoon Activities

ATV Tour on the Rubicon Trail

Golf at Squaw Creek Course

Lake Tahoe Kayak Tour

6:30 PM

Cocktail Party

At the Famous, Gar Woods Restaurant & Pier

7:45 PM

Dinner Reception

At the Famous, Gar Woods Restaurant & Pier

Tuesday, 08/20

8:00 AM

Registration & Breakfast

Alpine Foyer

8:00 AM

One on One Meetings

Monument Peak

One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.

8:30 AM

Sponsor Breakfast Presentation

Alpine Ballroom

Day 2 - Leveraging the Digital Disruptors

Harvesting and leveraging data and digital channels wisely is the new CPG challenge. On Day 2 of the Summit we engage the opportunities around building a first party data trove, working with and around Amazon's impact on all retail, and mapping the new customer journey.

9:00 AM

Keynote: Where First Party Data and Personalized CPG Marketing Meet

Alpine Ballroom

In an effort to build more organic and intimate connections with consumers, Kraft Heinz has been investing in an aggressive push to establish consumer-level profiles. Fueled by first party data, its goal is to identify actionable signals in real time, and build a tech stack that allows for true personalization at scale.

Keynote: Ryan Watson, VP, Head of Media Platforms & Marketing AI, Kraft Heinz

9:30 AM

Presentation: Retail Media Giants and How CPGs Can Navigate the Trend

The trend of “Retailers as Publishers” continues to grow as new entrants and new capabilities come into the marketplace. How can CPG marketers evaluate these opportunities in order to drive virtuous cycles of mutual benefit for their retailer partners, the shopper and their internal stakeholders? Georgia-Pacific will share its early lessons as it navigates the new retail media terrain. How is GP evaluating the total value of these media opportunities, reorganizing internally to leverage them, and pushing these channels to become more effective tools for across the user experience journey?

Presenter: Mike Feldman, Retail Media – Team Lead, Georgia-Pacific

10:00 AM

Presentation: The Endcap In The Living Room: The Home Shopping CPG Channel

Shopping TV was the original YouTube – direct-to-consumer video storytelling, an immediate sales connection and a rich feedback loop. But how does it work, for whom, with what expectations and learnings? Pour Moi has built its unique skincare brand by leveraging this underappreciated channel. President Ulli Haslacher explains this unique marketing opportunity and what she has learned about building authenticity, driving sales, and captivating consumers here.

Presenter: Ulli Haslacher, Founder and President, Pour Moi Skincare @mamamogul

10:30 AM

Coffee Break & Bloody Mary Bar

Alpine Foyer

11:00 AM

Presentation: Reaching Consumers At Their Most Receptive

Selling chicken on Amazon? Yup. That is part of Pilgrim’s overall plan to create “speed bumps” for reaching consumers on their own terms and where they are most receptive. How can a brand both find and create those oases of attention and openness? Amazon Fresh, where Pilgrim’s Just Bare Chicken is #1 in its category, is one example of how consuemrs respond to an environment’s openness and transparency.

Presenter: Laston Charriez, Head of Marketing, Pilgrims

11:30 AM

Presentation: Building the Data-Driven Digital Practice and Consumer Experience

Avocados from Mexico has built a data-first “CRX” (Consumers Relationship Experience Platform) that fully integrates the brand’s advertising, marketing and CRM. Head of Digital Marketing Ivonne Kinser explains the five pillars upon which the brand pierced traditional silos, mapped the new CPG customer journey and picked the tech that executes the vision.

Presenter: Ivonne Kinser, Head of Digital Marketing, Avocados From Mexico @IvonneKinser

12:00 PM

Roundtables

Leveraging Amazonification - Laston Charriez, Head of Marketing, Pilgrims
Home Shopping Opportunity - Ulli Haslacher, Founder and President, Pour Moi Skincare
Customer Journey Mapping - Blake Miller, Senior Director, Product Marketing, Salesforce

1:00 PM

Lunch

1:10 PM

Sponsor Luncheon Presentation

Alpine Ballroom

2:00 PM

Afternoon Activities

Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating

Golf at Coyote Moon Course

Horseback Riding at Alpine Meadows

6:30 PM

Cocktail Party

Golf Course

7:30 PM

Dinner Reception

Pavilion Sun & SPA Deck

Wednesday, 08/21

8:00 AM

Registration & Breakfast

Alpine Foyer

Day 3 - The New Relationship

Digital is altering the ways in which marketers relate not only to their consumers but to their own partners. We conclude the Summit exploring how brands are reassessing their agency relationships and balancing in-house and outsourced tasks. As well, we look at the ways in which social channels have become a new route for both marketing and user-generated content even for CPGs.

8:45 AM

Keynote: Back to Basics: Organic Valley’s Creative/Media Evolution

Alpine Ballroom

Building a brand and moving the right success metrics takes more than clever creative and viral success. Organic Valley takes us through several iterations and tests of its messaging and media mix on the road to hitting the right KPIs. Sometimes the most successful message is found at the very roots of your company.

Keynote: Tripp Hughes, Sr. Director of Consumer Strategy, Organic Valley

9:15 AM

Panel: In-Housing vs. Out-Sourcing: Should CPGs Take Control?

How much internal control marketers want over their data and media has become core to brand strategy and investment. Marketers at different places and stages in their in-house vs. outsourcing approaches share the lessons learned...about internal staffing, rethinking agency relationships, data sharing, measuring results.

Moderator: Nina Lentini, Editor, Events and Research, MediaPost
PanelistS: Colleen Nuffer, Global Media Planning and Activation Lead, Americas, Electronic Arts; Kristina Smith, Director, Global Digital Marketing, KEEN Footwear

9:45 AM

Presentation: Rust-Oleum: Celebrating Real Instagrammable Transformations

The century-old Rust-Oleum brand knows not every DIY project needs to live up to glorious Instagram perfection. They want consumers to give up FOMU (fear of mucking up) and celebrate real and impactful transformations brought about by a little elbow grease and some really great paint. Crowdsourced content, social listening and social marketing channels are helping the company target its many products much more tightly and efficiently to specific customer journeys and with messaging that celebrates everyday creativity.