August 18 - 21, 2019
Lake Tahoe

Event Sponsors

Agenda

Sunday, 08/18

6:30 PM
Welcome Cocktail Reception
Pavilion (lower level near resort pool)

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 
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 
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. 
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 
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
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 
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 
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
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.  

Presenter
Lisa Bialecki, Senior Dir. Communications, Rust-Oleum 
10:15 AM
Roundtables
Alpine Ballroom

In-house vs. Outsourcing - Andrew Eklund, Founder & CEO, Ciceron
Social Influencers as Media - Lisa Bialecki, Senior Dir. Communications, Rust-Oleum

10:45 AM
Conference Concludes

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, 2019.
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.

Contact Us

Speaker Consideration

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.

Quality Pledge

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.