April 5, 2023
New York, NY - Javits Center

Reaching Multi-Faceted Consumers And Gaining Trust

Auto marketers need to get out of their familiar demographic boxes. Research indicates women buy 62% of all new cars sold in the U.S. and influence more than 85% of all car purchases. But 43% of women don’t trust the automotive industry. Meanwhile, multicultural messaging is now being fully integrated into all marketing by most automakers. And there’s an evolving and expanding definition of diversity. Finally, older Gen Z customers are entering the mix and when it comes to being marketed to, they are the most skeptical of all generations.

The conference will seek to answer: 

  • How is data being mined to better reach target consumers?
  • How is marketing to women and diverse audiences changing? Is it important to still have distinct breakout efforts and if so, how can it be done to do it in a non-pandering way? 
  • What are some of the best ways to communicate to all customers about technology including electric vehicles?
  • What are some creative efforts to engage with consumers and gain trust in an authentic way? 

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Wednesday, 04/05

8:45 AM
8:45 AM ET
Registration & Check-In
9:15 AM
9:15 AM ET
Breakfast & Coffee Service available
9:30 AM
9:30 AM ET
Sponsor Spotlight Presentation
9:45 AM
9:45 AM ET
Opening Remarks
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
Sarah Mahoney, Editor, Marketing D2C, MediaPost 
10:15 AM
10:15 AM ET
Fireside Chat: Nissan Extends HBCU Relationship Beyond Sponsorship

Nissan’s approach to DEI efforts goes way beyond lip service. The automaker has expanded its relationship with Historically Black Colleges and Universities into its long-standing Heinemann House effort as well as other initiatives.

Yetunde Faparusi, Director, Brand, Marketing & Performance Strategy, Nissan North America 
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
10:45 AM
10:45 AM ET
Sponsor Spotlight Presentation
11:00 AM
11:00 AM ET
Coffee Break/Networking
11:15 AM
11:15 AM ET
Keynote Interview: How Hyundai Stays Relevant

Fabian believe that innovation is synonymous with evolution. “We owe it to our customers to continuously improve upon the experiences throughout their entire customer journey,” she says. “Same goes for the way we communicate this to our customers. With the sheer volume of messages hitting any given person in one day, brands not only need to ensure they are relevant and relatable but importantly that they are adding value to the lives of their customers.”

Kate Fabian, Director, Marketing Communications, Hyundai Motor America 
Sarah Mahoney, Editor, Marketing D2C, MediaPost 
11:45 AM
11:45 AM ET
12:00 PM
12:00 PM ET
Sponsor Lunch Presentation
12:30 PM
12:30 PM ET
Case Study
1:00 PM
1:00 PM ET
Panel Discussion: Breaking Out Of The Proverbial Boring Box

Some brands seem to be masters at going their own way in connecting with consumers. These brands talk about what has worked for them.

Ian Beavis, Chief Strategy Officer, AMCI Global 
1:30 PM
1:30 PM ET
Case Study: Automotive Community Comes Together To Save Dogs

A group of automotive influencers and journalists and several OEMs came together in December and drove 3,200 miles to save four beagles and to bring an outfitted rig to one lucky rescue as part of Operation Frodo. The story begins in 2018 when Miles partnered with Nissan to show how a pickup truck could be modified to serve as a rescue vehicle to save and transport animals after natural disasters. The truck was displayed at the SEMA show that year. That led to the founding of AnimalRescueRigs.com to encourage animal rescue. For Operation Frodo, Jeep stepped up to lend a new Grand Wagoneer SUV to the project so the dogs can be transported safely to the Pacific Northwest. 

Harvey Briggs, Editor and Publisher, Rides and Drives 
Nik Miles, Auto Expert, Commentator, Producer, Anchor Reporter, Our Auto Expert 
2:00 PM
2:00 PM ET
Sponsor Spotlight Presentation
2:10 PM
2:10 PM ET
Coffee Break/Networking
2:30 PM
2:30 PM ET
Q&A with MediaPost Automotive Agency of the Year: Saatchi & Saatchi

As the lead agency of record for Toyota, the creative powerhouse has been a partner of TMS since 1975. The agency has both adapted to and pushed their client over the years. Saatchi tackled the existential problems of 2022 with aplomb, sound strategy and creative excellence in everything they touched.

3:00 PM
3:00 PM ET
Keynote Interview: MediaPost’s Automotive Marketer of the Year

Its not business as usual at the Japanese-owned automotive giant. The company is taking customers into the electrified age with a realistic attitude and education-forward strategy. The brand takes a portfolio approach,offering a range of options including hybrid, plug-in hybrid, battery-electric and fuel-cell technology. Rather than spend time and money trying to sell one powertrain against another, Materazzo believes the automakers job is really more about how to educate consumers on how to choose which option is best for their wants and needs.

Lisa Materazzi, Group Vice President of Toyota Division Marketing, Toyota Motor North America 
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
3:30 PM
3:30 PM ET
Cocktail Party: Meet the Marketing Automotive Award Winners
4:30 PM
4:30 PM ET
NY Auto Show Floor Visit

Complimentary access with wrist-band (distributed to ALL at conclusion of Cocktail Party)

Featured Speakers

Ian Beavis

AMCI Global
Chief Strategy Officer

Harvey Briggs

Rides and Drives
Editor and Publisher

Kate Fabian

Hyundai Motor America
Director, Marketing Communications

Yetunde Faparusi

Nissan North America
Director, Brand, Marketing & Performance Strategy

Lisa Materazzi

Toyota Motor North America
Group Vice President of Toyota Division Marketing

Nik Miles

Our Auto Expert
Auto Expert, Commentator, Producer, Anchor Reporter

Stephanie Brinley

S&P Global Mobility
Associate Director, AutoIntelligence

Tanya Gazdik

Senior Editor, Automotive

Adam Lobelson

S&P Global Mobility
Executive Director, Polk Automotive Solutions

Sarah Mahoney

Editor, Marketing D2C

What people are saying about this event


Javits Center, New York City
655 W 34th St
1E07/08 (2 escalators down from the main entrance level)
New York, New York, 10001

Located in Hell’s Kitchen, Manhattan, Jacob K. Javits Convention Center boasts a total area space of 1,800,000 square feet and has 840,000 square feet of total exhibit space. It is one of the busiest convention centers in the United States. Javits Center hosts events such as the New York International Auto Show and New York Comic Con. In the city that never sleeps, the Javits Center is the nexus of American pop culture, where some of the most iconic brands have unveiled their latest ideas and creations. It's where deals are made, products are launched and heroes are born.


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