Sunday, 08/18
Monday, 08/19
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?
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- KeynoteS
- Abhishek Jadon, Senior Director - Consumer Data and Digital Strategy, PepsiCo
- Kevin Moeller, Head of Media Insights & Analytics, PepsiCo NA, PepsiCo @kmoepepsico
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
- Presenter
- Brandon Miller, Digital Marketing Manager, Land O' Lakes, Inc.
- Presenter
- Tom Dixon, CMO, Jack Links
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
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.
Tuesday, 08/20
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.
- Keynote
- Ryan Watson, VP, Head of Media Platforms & Marketing AI, Kraft Heinz
- Presenter
- Mike Feldman, Retail Media – Team Lead, Georgia-Pacific
- Presenter
- Ulli Haslacher, Founder and President, Pour Moi Skincare @mamamogul
- Presenter
- Laston Charriez, Head of Marketing, Pilgrims
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
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
Wednesday, 08/21
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.
- Keynote
- Tripp Hughes, Sr. Director of Consumer Strategy, Organic Valley
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
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.
- Presenter
- Lisa Bialecki, Senior Dir. Communications, Rust-Oleum
In-house vs. Outsourcing - Andrew Eklund, Founder & CEO, Ciceron
Social Influencers as Media - Lisa Bialecki, Senior Dir. Communications, Rust-Oleum