August 18 - 21, 2019
Lake Tahoe

CPG-to-C: Building the New Consumer Relationship

The CPG marketer's relationship to her customer has never been more complex, fragmented but ultimately promising than ever before. From e-commerce to influencers, from owned and earned online media to highly personal mobile and social channels, brands are cultivating deeper and more direct connections to their customers in the digital age. But how do they build brand in such a fragmented, performance driven digiverse? How do they build their own data war chests and customer maps with Google, Facebook and Amazon dominating the virtual aisles and end caps?

MediaPost aims its long-running Brand Insider Summit at the CPG segment. We bring both legacy manufacturers and emerging players together for a unique peer-to-peer format where marketers share with one another insights, successes and plans for more direct, consumer-first relationships. They will map the new customer journey and media plan for CPGs.

Marketers will share their strategies for building first party data and learning data driven brand building from a new generation of DTC upstarts in food, beauty and health. And as everyone adjusts to the new media, commerce and consumer Amazon rules, they explore the many possibilities for testing, selling and advertising in and around the new Goliath.

The inaugural CPG edition of the Brand Insider Summit will help marketers leverage the digital disruption before it disrupts them.

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

Brand Insider Summit CPG 2019 Attendees Include

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Agenda

Sunday, 08/18

6:30 PM
Welcome Cocktail Reception
Pavilion

Monday, 08/19

8:00 AM
Registration & Breakfast
Alpine Foyer
8:00 AM
One on One Meetings
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
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 B
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:15 AM
Keynote
Alpine B
KeynoteS
Risa Andersen, Senior Director, North America Media - Consumer Data, Tech, Audience, & Retailer Strategy, PepsiCo 
Kevin Moeller, Sr. Director, North America Media, Insights & Analytics, PepsiCo 
9:45 AM
Panel: Branding in A Performance Era: Rethinking the CPG Media Mix
Alpine B

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?

Panelist
Bonnie Brannigan, Vice President, Retail Marketing, Kalmbach Feeds 
10:15 AM
Case Study: We Are Who We Said We Are: Authenticity In Commodity Businesses
Alpine B
Brandon Miller discusses how Land O’ Lakes has leaned in to both its 100-year history as 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
Alpine B
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
Learning from the DTCs
Alpine B

Famously data-driven with highly integrated infrastructures, a new generation of direct-to-consumer food, health and beauty brands have circumvented traditional channels, siloed organization and brand-building rules. But what should traditional CPGs learn from this sector? The DTCs have gotten admirable traction with their niche core constituencies, but can these models really scale? Marketers from both old and new brands discuss whether DTCs represent a new branding approach or a new niche?

Panelist
Dan Rosen, Creative Director, Hubble Contacts 
12:15 PM
Roundtables
Alpine B

The New CPG Media Plan
Learning from the DTCs
Brand Differentiation and Authenticity

1:00 PM
Lunch
Alpine B
1:10 PM
Sponsor Luncheon Presentation
Alpine B
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
7:30 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
One on One Meetings scheduled for select attendees. Invites are on a case by case basis so please check your inbox.
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
Alpine B
Keynote
Mike Feldman, Retail Media – Team Lead, Georgia-Pacific 
9:30 AM
Panel: The First-Party Data Grab: Getting Around the Go-Betweens
Alpine B

CPGs have always depended on the retail go-between for direct connections with consumers and the data it renders. Today's online channels, better lookalike modeling, and richer linkage to second party data partners have opened new ways for CPGs to build build their own databases of richer profiles and direct touch-points. How are these companies harvesting, organizing and and activating this gusher of consumer journey data? What is the CPG data strategy?

10:00 AM
Presentation: Presentation: TV Home Shopping: Leveraging the Original YouTube
Alpine B
Presenter
Ulli Haslacher, Founder and President, Pour Moi Skincare 
10:30 AM
Sponsor Spotlight and Coffee Break
Alpine Foyer
11:00 AM
Presentation
Alpine B
Presenter
Laston Charriez, Head of Marketing, Pilgrims 
11:45 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 
12:15 PM
Roundtables

Leveraging Amazonification
First Party Data Building
Customer Journey Mapping

1:00 PM
Lunch
Alpine B
1:10 PM
Sponsor Luncheon Presentation
Alpine B
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
8:15 AM
Sponsor Breakfast Presentation
Alpine B
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 social influencers as the new medium connecting BPGs to the customer base.

8:45 AM
Keynote
Alpine B
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.

PanelistS
Colleen Nuffer, Global Media Planning and Activation Lead, Americas, Electronic Arts 
Meghan Taylor, VP, Brand & Creative, Freshly 
10:00 AM
Making the Influencer Channel a Media Channel
Alpine B

As faith in the authenticity and impact of traditional advertising wavers, brands turn to increasingly influencers to connect more effectively with consumers. But how are marketers making this a manageable part of a data driven media mix? How and when are they establishing KPIs, managing pricing and ROI, integrating this channel into the traditional reach and frequency calculus? How can influencers be the new media?

10:30 AM
Roundtables
Alpine B

In-house vs. Outsourcing
Social Influencers as Media

11:00 AM
Conference Concludes

Featured Speakers

Tom Dixon

Jack Links
CMO

Mike Feldman

Georgia-Pacific
Retail Media – Team Lead

Ulli Haslacher

Pour Moi Skincare
Founder and President

Ivonne Kinser

Avocados From Mexico
Head of Digital marketing

Brandon Miller

Land O' Lakes, Inc.
Digital Marketing Manager

Dan Rosen

Hubble Contacts
Creative Director

Meghan Taylor

Freshly
VP, Brand & Creative

Risa Andersen

PepsiCo
Senior Director, North America Media - Consumer Data, Tech, Audience, & Retailer Strategy

Bonnie Brannigan

Kalmbach Feeds
Vice President, Retail Marketing

Laston Charriez

Pilgrims
Head of Marketing

Tripp Hughes

Organic Valley
Sr. Director of Consumer Strategy

Kevin Moeller

PepsiCo
Sr. Director, North America Media, Insights & Analytics

Colleen Nuffer

Electronic Arts
Global Media Planning and Activation Lead, Americas

Steve Smith

MediaPost
VP, Editorial Director, Events

Activities

Monday 2 p.m.

ATV Tour on the Rubicon Trail

Experience the rugged beauty and the delicate eco-system of the high desert in the Pine Nut Mountains. If you think the desert is flat, you'll be surprised. Ride through the winding washes, up steep hills, and down rugged canyons while enjoying the majestic views of this remote and beautiful landscape. If you're lucky, you might even catch a glimpse of the wild mustangs that roam free across Nevada.

Monday 2 p.m.

Golf at Squaw Creek Course

Surrounded by six majestic Sierra peaks, the Resort at Squaw Creek's 18-hole championship golf course sits serenely at the base of Squaw Valley.  This magnificent, links-style course is the culmination of 10 years of extensive planning and careful handling of the environment. Renowned golf course architect Robert Trent Jones Jr. designed the course to preserve the unique beauty, natural wetlands and wildlife habitat of Squaw Valley. The spectacular result is a natural course that blends with its beautiful mountain surroundings.

Monday 2 p.m.

Lake Tahoe Kayak Tour

Experience the scenic and beautiful Lake Tahoe shoreline from the unique perspective of a kayak.  Paddle along a section of developed waterfront and picturesque beaches.  You will get a special glimpse of some of Tahoe’s most beautiful waterfront homes while enjoying the crystal clear waters of Lake Tahoe.  We may also explore the granite boulder fields of Crystal Bay.
Level of Difficulty: Easy to Moderate

Tuesday 2 p.m.

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

Take a cable car ride 2 1/2 miles up while enjoying a magnificent 360 degree view of Lake Tahoe and the surrounding mountains. At High Camp you can enjoy a multitude of summer activities (extra costs apply) like roller skating, hiking, disc golf, pool/hot tub, restaurants, a free tour the Squaw Valley Olympics exhibit and more! Bring your suit if you wish to swim. Skate rentals available up top. Tickets available at the Summit registration desk.

Tuesday 2 p.m.

Golf at Coyote Moon Course

Coyote Moon Golf Course is one of the finest mountain golf experiences in the country.  Sitting on 250 acres of secluded rolling hills, towering pines, enormous granite outcroppings, wildflowers, and the beautiful Trout Creek, the vistas and fresh mountain air equals near perfection. Nationally ranked year-after-year as one of the top courses in the Western United States, in 2012 Golf Week ranked Coyote Moon the 16th Best Public Course in California and the Insider's Guide to the Best in Golf awarded Coyote Moon the highest rating of all courses in the Tahoe region.

Tuesday 2 p.m.

Horseback Riding at Alpine Meadows

Lake Tahoe horseback trail rides wind through green woodsy areas and the pretty places that you want to check out in Lake Tahoe. Lake Tahoe horseback riding is perfect in the summertime.

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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.

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

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