August 16 - 19, 2020
Lake Tahoe, CA

The Next Normal CPG Marketing After the Storm

The recent crisis, lockdowns and supply disruptions stress tested all CPG brands. Even when consumer sales grew, the COVID-19 event has both accelerated existing trends and challenges and posed new ones. At the annual CPG Brand Insider Summit marketers from brands old and new share what they have learned in recent months and their plans for moving forward.

Purchase paths and buying behaviors changed radically. Consumers became digital-dependent. They dropped and tested new brands, relied on new channels, had different expectations from media. What did we learn? What does the path to a new normal look like? What will change for good?

We will explore:

  • Mapping the media plan now
  • Facing the Private Label challenge
  • Values-first branding
  • Learning from D2C brands and models
  • Amazon strategy after the crisis
  • Messaging in and after an emergency
  • Women in CPG

Attendees of the MediaPost Summits Empower Their Organizations

  • Optimize your digital marketing strategy by participating in top quality content
  • Congenial summit experience with all attendees working together to enhance digital marketing programs
  • Be a real part of driving the digital industry forward
  • Unparalleled networking with other senior level digital marketing professionals and development of lifelong professional contacts
  • Editorially driven content and structure to promote professional summit experience for real knowledge exchange during the daytime hours
  • Actual capped attendance in order to ensure meaningful, productive networking so all attendees leave really knowing and learning from their fellow participants
Join the conversation #MPBISCPG

Conference Content Programmer

Steve Smith, Editorial Director, Events, MediaPost

Previous Brand Insider Summit CPG Attendees

Reasons and Benefits of Attending

  • Unparalleled access and knowledge sharing with the leading minds in the Industry
  • Morning Sessions – a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables – open, off the record, discussions of the morning's topics and how they relate to marketers' own business and experience.
  • Afternoon Activities allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners bring the group together over casual conversations and delicious meals
  • Be part of driving the Email Channel forward as a key component of marketing campaigns, within your company and the industry
  • Unlimited access to stay in touch with the office: WiFi enabled conference room and quiet office area; opportunities in morning to stay up to date at the office; afternoon five hour break in order to stay on top of duties
  • Congenial, relaxed experience. Attendees are working together to move the industry forward
  • Enhance your Email initiatives with new solutions learned and partnerships gained

Format

  • Morning Sessions - a marketers-only agenda of peers sharing with peers their best practices, case studies, and newest tactics which can all be applied to your marketing strategies
  • Noon Roundtables - open, off the record, discussions of the morning’s topics and how they relate to marketers’ own business and experience.
  • Afternoon Activities - allow attendees to relax and enjoy the beautiful surroundings while forming relationships that last well beyond the conference
  • Cocktails and evening dinners - bring the group together over casual conversations and delicious meals

Register for this event

Please make sure you enter the same email address you have for your MediaPost Membership account in the form to receive the member discount on the event ticket!

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Agenda

Sunday, 08/16

6:00 PM
Welcome Cocktail Reception

Monday, 08/17

8:00 AM
Registration & Breakfast
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.

9:00 AM
Opening remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:30 AM
Keynote
9:45 AM
Panel: Media Mapping the New CPG Journey

The real role of media in building and maintaining CPG brands had already digitally disrupted before the crisis. But many marketers took radical measures this year, from turning down much of their advertising to pivoting quickly to much different messaging. Meanwhile consumer media habits shifted just as radically. Many brands lost and won on "accidental testing" amidst scarcity. What will the new normal look like for media's role in CPB branding and sales? Which channels win and lose? What did we learn about consumers, the resilience of brands and the impact of advertising itself?

10:15 AM
Case Study: Are Influencers The New CPG Media?
11:00 AM
Panel: Managing the Private Label Challenge

D2Cs to the left of them, private labels to the right of them, what are legacy brands to do? As retailers offer more premium private label alternatives to a consumer base that is much less brand loyal, national CPG brands have to thread a needle. Private labels are the fastest growing CPG segment, so what is the counter-strategy - to maintain loyalty and differentiation, to compete directly on price, on quality, on emotional connection?

11:30 AM
Case Study: How Sourcing, Sustainability Build New Brands
12:00 PM
Roundtables

CPG Media Buying
Marketing and Values-Centered Product
The Private Label Challenge

12:45 PM
Lunch
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception

Tuesday, 08/18

8:00 AM
Registration & Breakfast
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.

9:00 AM
Keynote
9:30 AM
Panel: The CPG Subscription Model: Learning from the DTCs

From Omega-3s to doggie chews, eyeliner to Sumatran coffee, a new generation of CPG sales models is meeting a new generation of Millennial buyers who can't be bothered by shopping lists and grocery store trips. The rise of "subscribing" to essential goods has been pioneered by a wave of D2C startups but taken up increasingly by legacy brands. If they proliferate, these models redefine older notions of brand loyalty, conquesting, media spend. What have we learned about the product categories that align with subscription, the consumers embracing them, the impact they have on marketing strategy?

10:00 AM
Presentation: Performance Media and Building Brands
11:00 AM
Case Study: Mastering the Amazon Machine
11:15 AM
Panel: What Is The Amazon Strategy Now?

The 800-pound gorilla just got bigger, and the COVID-19 crisis only accelerated Amazon's dreams of becoming the go-to source for packaged goods. Amazon has already been a multichannel force of nature for a CPG's e-commerce business, advertising opportunities, market testing, customer intelligence and more. How have marketer strategies evolved in recent months as buying patterns shifted online? What new opportunities has the crisis opened up for brand expansion, conquesting, merchandising? And what will a post-COVID-19 Amazon strategy look like now?

11:45 AM
Presentation: Can CPGs Build a 1st Party Data Warchest?
12:15 PM
Roundtables

Learning from the DTCs
What is the Amazon Strategy?
Building the Better Data Strategy

12:45 PM
Lunch
6:30 PM
Cocktail Party
7:30 PM
Dinner Reception

Wednesday, 08/19

8:00 AM
Registration & Breakfast
Day 3 - The 2021 Plan
8:45 AM
Keynote
9:15 AM
Panel: The Next Normal: The (Revised) 2021 Plan

What did we learn? What will never be the same? How do we pivot back to selling after months of simply serving?

10:15 AM
Panel: Women in CPG: Changing the Conversation
10:45 AM
Roundtables

The Next Normal for CPG Marketing After the Crisis
Women in CPG

11:15 AM
Conference Concludes

Speakers

Steve Smith

MediaPost
VP, Editorial Director, Events

What people are saying about this event

Venue

The Resort at Squaw Creek Lake Tahoe, CA
400 Squaw Creek Road
Alpine Ballroom
Olympic Valley, California, 96146
Registered attendees of the Summit may book accommodations at The Resort at Squaw Creek at a discounted group rate. To book within our room block at the discounted rate please use the following link:  Brand Insider Summit - CPG. Our discount block EXPIRES at end-of-day on Monday, July 29th.
Experience accommodations rivaling the magnificence of an alpine setting. The Resort at Squaw Creek offers luxurious accommodations with grand picture windows that reveal sweeping views of the Sierra Nevada range, ancient ponderosa forests and lush meadowlands.

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For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

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For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

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MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.