Agenda

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Sunday, August 19

Monday, August 20

Day 1: Brand Growth Strategy

We open the Brand Strategy Insider Summit from the top – exploring what a brand growth strategy looks like. How are marketers allocating for growth across marketing, ad and tech spend? How will they measure for success? And what can a new generation of DTC companies teach legacy brands about blending performance with brand building?

8:00 AM
Registration & Breakfast
8:15 AM
9:00 AM
Opening Remarks
9:00 AM
Opening Remarks
9:15 AM
Keynote
Catherine Hernandez-Blades, Senior Vice President; Chief Brand and Communications Officer, Aflac 
9:45 AM

How are marketing strategists planning to grow their brand when a data and analytics culture seems obsessed with performance? Our panel of marketers share how their budgets, marketing and ad mix aim to grow the brand, not just make their numbers. How are they selling the idea internally, organizing their teams, and broadening their KPIs to measure for brand growth?

PanelistS
Amy Bartle, Director, Integrated Media, La Quinta Inns & Suites 
Jeff Bartlett, Senior Marketing Manager, Avvo 
10:30 AM
Coffee Break
11:00 AM
Case Study: Rethinking the Brand
11:30 AM

Fueled by performance advertising, an obsession with analytics, and scrappy identities, a new generation of direct-to-consumer (DTC) companies are seeing wild growth. What do legacy brands have to learn from this ability to build brand quickly and entirely from digital? Have they cracked the code for balancing branding ands performance, for building real relationships with customers? If so, fine? But does any of this scale?

PanelistS
Fran Dunaway, CEO/Co-Founder, TomboyX 
Alex McArthur, Chief Marketing Officer, Purple Innovation 
12:00 PM

Building and Executing Brand Strategy
Learning from DTC

1:00 PM
Lunch
1:10 PM
Golf at Squaw Creek Course
Cable Car to High Camp for Swimming (Heated), Cocktails and Roller Skating
Horseback Riding at Alpine Meadows

Tuesday, August 21

Day 2: Data In, Branding Out

On Day 2 we pop the hood on the tech stack and data driving a growth strategy. What are marketers bringing in-house, building themselves or outsourcing to partners and agencies? How is strategy rather than tech driving their first party data gathering and Customer Data Platforms? And what next-generation personalization will result?

8:00 AM
Breakfast
9:00 AM
Keynote
9:30 AM

Marketers need to take the wheel of data and tech. But how are brands thinking strategically about assembling first party data in a unified way, perhaps building customer data platforms (CDPs) and making strategy drive the stack rather than the other way around?

PanelistS
Jennifer Muse, Global eCommerce & CRM Manager, General Mills 
Joyce Szudzik, VP, Digital Marketing and Social, AEG Worldwide 
Kielley Young, Senior Manager, CRM Campaign Strategy, Warner Music Group 
10:00 AM

Almost half of all brands say they have been bringing more of their marketing stack and media buying in-house. Hear how one brand did it and what others need to know before trying it for themselves.

Interviewee
Michelle Alfano, Senior Manager, Programmatic Display Advertising, Nordstrom 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
11:00 AM

Segmentation and names in subject lines are not personalized communications in a multi-screen world. Our personalization gurus share their tricks and approaches for maintaining that one-to-one connection and responsiveness throughout the customer journey and across all customer experiences. It is all about leveraging the data to understand intent, respond to actions, and have the right content ready for the right person when and where they want it. 

Panelist
Brett Podolsky, Co-Founder, The Farmer's Dog 
11:45 AM
Presentation: A Personalization Case Study
12:15 PM

Building A Data Strategy
Personalization 2.0

1:00 PM
Lunch
1:10 PM
Golf at Coyote Moon Course
ATV Tour on the Rubicon Trail
Lake Tahoe Kayak Tour

Wednesday, August 22

Day 3: Customers As Partners

Getting more direct connections with customers is the best way to cut through the clutter. Marketers share how they are engaging the social dimension, via influencers, content and platforms to create community around their brands.

8:00 AM
Breakfast
8:45 AM
Keynote
Alyson Griffin, Vice President, Global Brand & Thought Leadership Marketing, Intel 
9:15 AM

As reach gets harder to buy via conventional media, are the social influencers with built-in audiences and authenticity the next best alternative? We explore whether and how word of mouth is earning a standard and reliable role in the media plan. Are the rates and returns finally reasonable and predictable? Are micro-influencers a automated influencer networks the wave of the future? Or the beginning of the end of authenticity?

10:00 AM
Presentation: Can Social Platforms Build Brands?
10:30 AM

Managing the Influencer Channel
Social Platforms and Branding

11:00 AM
Conference Concludes