November 3 - 6, 2021
Santa Barbara, CA • Virtual & IN-Person Event

The Omnichannel Endcap: Mapping the New CPG Shopper

From Google and Amazon searches to retailer sites and influencer recommendations, the CPG shopper's decision path has become a tangle of touchpoints that seems built to confound even the most seasoned marketing planners. How are major and emerging CPG brands capturing attention in a fragmented mediascape, building loyalty in a brand-hopping world, creating relevant new products amid SKU-choked retail?

MediaPost's Brand Insider Summit engages the daunting challenges that CPG marketers face by sharing the innovative ways both legacy and emerging brands are innovating their way through the complexity. We focus on how brands are mapping the omnichannel consumer journey, building media and data plans to target them, and merging product development with marketing and messaging to stay relevant to demanding audiences.

We will cover:

  • Media planning for omnichannel CPG shoppers
  • Building first party data troves
  • Marrying product development and marketing
  • Staying relevant by staying ahead of consumer tastes
  • Expanding your social footprints
Capturing consumer attention, trust and loyalty has moved way beyond the retail endcap to a fragmented and cluttered omnichannel maze. No one has cracked the code or discovered the one true path, but at MediaPost's CPG Brand Insider Summit we give marketers the time and space to share their insights for building the next generation of CPG marketing.


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

Lisa Singer, Event Editorial Manager, MediaPost

Brand Insider Summit CPG 2021 Attendees Include

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Agenda

Wednesday, 11/03

6:30 PM Pacific
9:30 PM ET
Welcome Cocktail Reception

Thursday, 11/04

9:00 AM Pacific
12:00 PM ET
Opening Remarks
MC
Lisa Singer, Event Editorial Manager, MediaPost 
9:10 AM Pacific
12:10 PM ET
Keynote
9:40 AM Pacific
12:40 PM ET
Sponsor Spotlight
9:50 AM Pacific
12:50 PM ET
Case Study Interview: Mahogany: Reinvigorating an Iconic Multicultural Brand During COVID
Interviewee
Nicole Daniels, Head of Marketing of the Mahogany Brand, Hallmark Cards 
10:15 AM Pacific
1:15 PM ET
Sponsor Spotlight
10:35 AM Pacific
1:35 PM ET
Panel: Data, Demographics, Dexterity: Staying Relevant to Changing Customers
Packaged goods are woven into consumers' everyday lives, but how do marketers keep their products relevant for changes in culture and audiences? The population is aging, diversifying, and getting fresh alternatives to your brand every day in their in-box and social feeds. How do marketers stay ahead of these many curves when it comes to staying relevant? We ask our panel to share their preparedness strategy. What operations and processes are in place to monitor consumer needs, gather the right data points, and plan for the next five years?
Moderator
Kalyn Asher, President, Asher Media 
PanelistS
Ivonne Kinser, Head of Digital Marketing, Avocados From Mexico 
Erin Smith, VP of Marketing, Stone Brewing 
11:00 AM Pacific
2:00 PM ET
Sponsor Spotlight
11:10 AM Pacific
2:10 PM ET
Case Study: Brand Revival: Hot Pockets 2.0
Presenter
Bryan Waddell, Head of Influencer, Gaming and Esports at Nestlé USA, Nestlé USA 
11:35 AM Pacific
2:35 PM ET
Roundtable: The Future of Social: Influence, Influencers and New Platform Opportunities - LIVE
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!
1:00 PM Pacific
4:00 PM ET
Santa Barbara Wine Tasting Tour
Golf - Sandpiper Golf Club
Hiking at Douglas Family Preserve
7:00 PM Pacific
10:00 PM ET
Cocktail Party
8:00 PM Pacific
11:00 PM ET
Dinner Reception

Friday, 11/05

9:00 AM Pacific
12:00 PM ET
Welcome Back - CPG Insider Survey Results
MC
Lisa Singer, Event Editorial Manager, MediaPost 
9:10 AM Pacific
12:10 PM ET
Keynote
9:50 AM Pacific
12:50 PM ET
Panel: Media Mapping the New CPG Customer Journey
What's the plan? Your target buyer is all over the media map, so how do you capture their attention, get considered, inspire intent, and drive choice in the aisle? Let’s trade notes. Our panel of strategists share the shapes of their respective funnels (if it still exists). How are they reallocating investment to map against a customer journey that bounces across search, e-retailer media, streaming video, and even gaming and influencer? Where are brands seeing the media ROI now?
10:45 AM Pacific
1:45 PM ET
Case Study: Bayer Holistic Brand Marketing Influencer Campaign
Can a decades-old brand still resonate with today’s audience? With a bright new look and relevant message it certainly can. Denise Vitola, Bayer’s VP of Brand Integration PR, Social and Influencer for Consumer Health at Bayer, shares with us the strategy behind Midol’s bold new movement. Learn how a holistic digital-first strategy based on strong consumer insights, supported by influencers, earned Midol the trust – and shares – of a new generation of menstruators.
Presenter
Denise Vitola, VP Brand Integration PR, Social and Influencer for Consumer Health, Bayer 
11:10 AM Pacific
2:10 PM ET
Panel: Product Development Is the New Marketing
Product attributes trump brand for consumers making their choices. And so marketing teams find themselves involved deeper and earlier in the product development process. Our panel of brand strategists compare and contrast their successes, misfires and learnings in the emerging integration of practice of marketing and new product. How are niches and unmet consumer desire being identified, and competitive positioning and messaging being crafted by this new collaboration?
Panelist
Juliana Pego, Global Marketing Director, Anheuser-Busch InBev's Non Alcoholic Beverages 
12:00 PM Pacific
3:00 PM ET
Roundtables: Media Mapping the New CPG Shopper - LIVE
As consumers reshuffle their own media habits, where are CPG brands finding their strongest ROI? Streaming? Affiliates? Influencers? Social? Other? Let's compare plans.
1:00 PM Pacific
4:00 PM ET
Cruise Santa Barbara Waterfront & Coastline
Near Coastal Kayaking Tour
7:00 PM Pacific
10:00 PM ET
Cocktail Party
8:00 PM Pacific
11:00 PM ET
Dinner Reception

Featured Speakers

Kalyn Asher

Asher Media
President

Juliana Pego

Anheuser-Busch InBev's Non Alcoholic Beverages
Global Marketing Director

Denise Vitola

Bayer
VP Brand Integration PR, Social and Influencer for Consumer Health

Bryan Waddell

Nestlé USA
Head of Influencer, Gaming and Esports at Nestlé USA

Nicole Daniels

Hallmark Cards
Head of Marketing of the Mahogany Brand

Ivonne Kinser

Avocados From Mexico
Head of Digital Marketing

Lisa Singer

MediaPost
Event Editorial Manager

Erin Smith

Stone Brewing
VP of Marketing

Activities

Thursday 1 p.m.

Santa Barbara Wine Tasting Tour

Join fellow Summiteers on an amazing wine tour through the vineyards of picturesque Santa Barbara and Santa Ynez wine country.  This tour provides an unforgettable experience, combining the beauty of the surrounding area with a fun, carefree, and educational tour that includes a variety of beautiful estate wineries and unique tasting rooms. The perfect way to network and make new friends with your fellow Summit-goers!

Thursday 1 p.m.

Golf - Sandpiper Golf Club

The championship golf course at Sandpiper has been rated by Golf Digest in the top twenty five public golf courses in the nation. Featuring beautiful rolling fairways and challenging greens in a seaside links style layout, the course attracts players of all skill levels including players of the highest caliber playing host to several professional PGA and LPGA tournaments.

Thursday 1 p.m.

Hiking at Douglas Family Preserve

This beautiful, undeveloped open space has numerous trails offering spectacular ocean and beach views, ideal location for whale and dolphin watching. The history of the preserve is particularly interesting.  As you wander the park, you can still find fire plugs, street curbs and drains that were once planned to support a resort and housing development but chance and a grassroots movement saved it. In 1996 prospects for saving the area looked grim until a very large donation came in from actor/producer and UC Santa Barbara graduate Michael Douglas.  The Preserve was acquired by the Trust for Public Lands and transferred to the city a year later.


Friday 1 p.m.

Cruise Santa Barbara Waterfront & Coastline

“Breathtaking” best describes a Santa Barbara experience aboard the Azure Seas luxury yacht.  Join your fellow Summit Insiders as you take in the amazing beauty of the area with a refreshing beverage in tow.

Whale and dolphin sightings are frequent as are the amazing sunsets.  A great way to get outdoors, take in the beauty of the Santa Barbara coastline and network with new friends and old.

Friday 1 p.m.

Near Coastal Kayaking Tour

Join fellow Summiters on a 2 hour paddling adventure around the gorgeous Santa Barbara shoreline. Knowledgeable guides will provide basic instruction with all gear provided. The perfect way to take in the beauty of the coastline up close and personal while getting to know your colleagues a little better.



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Venue

Hilton Santa Barbara Beachfront Resort
633 East Cabrillo Blvd.
Santa Barbara, California, 93103

The Hilton Santa Barbara Beachfront Resort is a AAA, Four Diamond-rated property situated on California’s Central Coastline.  The resort offers spacious guest rooms & suites and resort amenities including spa, fitness center, pool, tennis and resort activities. A short walk from the local arts district, the Funk Zone and historic downtown, it’s the ideal location to experience Santa Barbara.
To book a room at the  Hilton Santa Barbara Beachfront Resort with our discounted event rate, you may do so here: https://book.passkey.com/gt/218292196?gtid=718242f630c41af00a234e8a796bb29f

The cut-off date for booking rooms with this discount is October 15th, 2021.

You MUST be a registered attendee of the IN-person gathering in order to utilize this discounted rate.  You must have proof of the COVID-19 vaccination to attend the IN-person gathering (details on how to submit your vaccination confirmation made available after your event registration).
Hilton Santa Barbara Beachfront Resort

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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.

Sponsorships

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.