May 5 - 8, 2024
Nashville, TN

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Agenda

Sunday, 05/05

6:30 PM Central
7:30 PM ET
Welcome Cocktails The Lawn at The Virgin Hotel

Monday, 05/06

7:45 AM Central
8:45 AM ET
Coffee Service Available Great Room Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings Manor I-II
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens Great Room Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
9:35 AM Central
10:35 AM ET
Opening Remarks
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:45 AM Central
10:45 AM ET
Keynote Q&A: Cardi B and Friends: Rewriting the Celebrity Brand Playbook
Celebrity endorsement isn't what it used to be. As Cardi B's deep integration with the Whipshots brand demonstrates, authentic affinity requires a brand identity and a marketing plan that embodies the values and personality of the star. We explore how the Whipshots brand was built with a new generation of consumers in mind, how it impacts the media and marketing plan, and what it means for the future of celebrity brand building.
Interviewee
David Dreyer, CMO, Starco Brands 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:15 AM Central
11:15 AM ET
Panel: The New Map: Omnichannel Planning in the RMN Era
Data-driven media mapping to capture the omnichannel consumers has been enriched and complicated by explosive growth in retail and delivery RMNs. How are these expanding ad and data opportunities changing media strategy and allocation? Which budgets are being tapped as shopper marketing gets redefined? How are brands managing the multiple direct relationships with RMNs and the data being proliferated onto other platforms? And where does the RMN remap the CPG customer journey?
Moderator
Lauren Corugedo, Head of Marketing, Chef Merito 
PanelistS
Khara Hutchinson, Head of Programmatic, Bayer 
Courtney Redford, Digital Marketing Manager, Bridges Consumer Healthcare 
Sabrina Sirhal, Sr. Director, Digital Media, Monster Energy 
10:45 AM Central
11:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM Central
12:15 PM ET
Case Study: Star Power: Inside Caravan's Celebrity Brand Incubator
As celebrity and its built-in social influence become central to brand differentiation, how do you build new brands from the bottom-up with star power in mind? CAA-aligned brand incubator Caravan shares what it has learned about using a legacy of talent management to find white space in the products market, include celebrities as co-founders and then use that combination to build new brands.
Presenter
Leonard Brody, Executive Director, Co-Founder, Caravan 
11:45 AM Central
12:45 PM ET
Case Study: From 'Beautiful Bean Footage' to "That Beautiful Bean Company": Bush's Bakes Its Next Chapter
After 30 years of rolling that "beautiful bean footage," the Bush's brand has refreshed itself with new looks, a bushel of new media channels, partnering with a super sports star, and some whimsey. Kate explores how one of the most familiar cans on store shelves is appealing to a new generation of bean eaters and honoring the legacy that consumers know and love.
Presenter
Kate Rafferty, Consumer Experience Manager, Bush Brothers & Company 
12:05 PM Central
1:05 PM ET
Roundtable: RMNs and the New Customer Journey
Featuring
Khara Hutchinson, Head of Programmatic, Bayer 
12:05 PM Central
1:05 PM ET
Roundtable: Brand Partnerships
Featuring
Ruthie McCombs, Founder/Owner, Overnight Beauty 
Jennifer Peters, Senior Manager of eCommerce, OLLY 
12:05 PM Central
1:05 PM ET
Roundtable: Product Development as Marketing
Panelist
Christopher Elliott, Senior Director, End to End Connections & Media, The Coca-Cola Company 
12:50 PM Central
1:50 PM ET
Lunch
12:50 PM Central
1:50 PM ET
Sponsor Lunch Presentation
2:00 PM Central
3:00 PM ET
Afternoon Activities
Axe Throwing at Bad Axe
Historic Nashville City Walking Tour
Topgolf outing
6:30 PM Central
7:30 PM ET
Cocktail Party City Tap House (Shuttle departs 6:15 SHARP)
7:30 PM Central
8:30 PM ET
Dinner City Tap House

Tuesday, 05/07

7:45 AM Central
8:45 AM ET
Coffee Service Available Great Room Foyer
8:00 AM Central
9:00 AM ET
VIP 1:1 Meetings The Lawn
8:30 AM Central
9:30 AM ET
Breakfast Buffet Opens Great Room Foyer
9:15 AM Central
10:15 AM ET
Sponsor Breakfast Presentation
9:35 AM Central
10:35 AM ET
Notes from Emcee
MC
Steve Smith, VP, Editorial Director, Events, MediaPost 
9:45 AM Central
10:45 AM ET
Q&A: Life and Death Branding: Santa Teresa's Gang Reform Mission
When the Santa Teresa Rum company encountered Venezuelan street gangs 20 years ago it could have been the end of the centuries--old brand. Instead, the company's deep involvement in rehabilitating gang members has become both the spiritual core of the brand and the source of its strength and success at home and worldwide. We explore what it means to take "meaningful branding" to another level.
Interviewee
Marlin Guzman, Global Marketing Director, C.A. Ron Santa Teresa 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:15 AM Central
11:15 AM ET
Your First Party Data Recipe: Loyalty, DTC, and a Smidge of Social?
Famously attenuated from direct relationships with consumers, how are CPGs solving for the first party data conundrum? Are DTC, social and loyalty programs filling the void? Are the RMN walled gardens any help? But once they have some direct data, how are marketers making best use of it - to profile consumers, map journeys, target advertising, and develop new products?
Moderator
Danny Gardner, Analytics Manager, US & North America Social Intelligence Lead Consumer Business Insights & Analytics, Haleon 
PanelistS
Robyn DeFina, SVP of Marketing, Sweet Loren’s 
Lauren Flanigan, Head of Partnerships & Portfolio Marketing, Mondelēz International 
Katie Green, CMO, Little Saints 
10:45 AM Central
11:45 AM ET
Sponsor Spotlight & Coffee Break
11:15 AM Central
12:15 PM ET
The Mechanics of Authenticity: Land O'Lakes' Co-Op Model of Brand Building
How does a legacy brand dairy brand refresh itself? By revisiting its legacy as a consortium of farmers. Brandon recounts lessons learned from the storied brand's reconnection to its roots - how it leaned into authentic farmer voices, leveraged the values of an agricultural community, and recast its media mix.
Presenter
Brandon Miller, Sr. Marketing Manager, Digital Media, Land O' Lakes, Inc. 
11:40 AM Central
12:40 PM ET
Case Study: Using Creative As An Economic Multiplier
How do you modernize a 75-year-old Dramamine brand traditionally identified with travel sickness? You align messaging with a more holistic view of the consumer and her lifestyle. You marshal the power of PR and launch a llama on TikTok. Yes, a llama! Randi explains Prestige’s unique approach that reshaped consumer engagement, grew sales substantially and glimpsed the next generation of CPG brand building…whether you have a llama or not.
Presenter
Randi Jachino, VP of Marketing, Prestige Consumer Healthcare 
12:00 PM Central
1:00 PM ET
Roundtable: Data as a Marketing Strategy
Featuring
Shannon Parkey, Principal Project Program Manager, AT&T/Cricket Wireless 
12:00 PM Central
1:00 PM ET
Roundtable: Social as a Marketing Strategy
Featuring
Christina Nevoso, NA Consumer Health Senior Capabilities Lead - Brand Building & Marketing Excellence, Bayer Consumer Health 
12:00 PM Central
1:00 PM ET
Roundtable: Meaningful Branding
Featuring
Maria Sipka, Co-founder and Chief Evangelist, Linqia 
12:45 PM Central
1:45 PM ET
Lunch
12:45 PM Central
1:45 PM ET
Sponsor Lunch Presentation
2:00 PM Central
3:00 PM ET
Afternoon Activities
Brewery Tour
Skyline Kayak Tour on the Cumberland River
Tour of Jack White's Third Man Records Studio
6:30 PM Central
7:30 PM ET
Cocktail Party The Lawn at The Virgin Hotel
7:30 PM Central
8:30 PM ET
Dinner Adele’s Restaurant (Shuttle departs 7:30 SHARP)

Wednesday, 05/08

8:00 AM Central
9:00 AM ET
Breakfast Buffet Opens Great Room Foyer
9:00 AM Central
10:00 AM ET
The Diaspora Opportunity: Unilever Globalizes Comfort Food
When a global giant like Unilever sees members of its local customer base move around the world, it spells opportunity. As Lan explores, following emigrees with their hometown favorite Knorr soups has created an entirely new business for the Unilever International group. We explore how smart use of data, digital targeting, and creative appeals built a new model for "diaspora marketing."
Presenter
Lan Trieu, Head of Marketing, Nutrition North America, Unilever International 
9:30 AM Central
10:30 AM ET
Panel: Gen Z Hunting: Remapping the Elusive Next-Generation
Gen Z famously avoids traditional media, prefers their brands to be personal, meaningful, and sustainable. TikTok has replaced TV and even Google as the top brand discovery engine. What does a Gen Z marketing and media strategy mean for CPG marketers? We ask our panel to speak from example. What recent campaigns have effectively targeted and activated the youngest consumers?
Moderator
Michele Burchfield, Founder & President, Blume Honey Water 
PanelistS
Lisle Friedman, Vice President of Marketing, Casa Komos Brands Group 
Jeannie Hannigan, Senior Brand Manager, Little Leaf Farms 
Christina Nevoso, NA Consumer Health Senior Capabilities Lead - Brand Building & Marketing Excellence, Bayer Consumer Health 
10:00 AM Central
11:00 AM ET
Case Study: Silk, Sleep, and Supplements
We end the Brand Insider Summit: CPG exploring a co-branding partnership that germinated at our own summit last year where Jennifer of OLLY and Ruthie of Overnight Beauty met and discovered a common brand mission, sleep. In a special holiday gift box that married OLLY's nighttime supplements with Overnight Beauty's sleep beauty line, the two companies extended their reach and tapped one another's creative and organizational strengths. What did they learn?
IntervieweeS
Ruthie McCombs, Founder/Owner, Overnight Beauty 
Jennifer Peters, Senior Manager of eCommerce, OLLY 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:30 AM Central
11:30 AM ET
Conference concludes