Thursday, 03/24
- MCS
- Ross Fadner, Director, Event Programming, MediaPost
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
- Presenter
- Mia Phillips, National Manager – Brand, Multicultural & Crossline Marketing Strategy, Toyota USA
Luxury is a tough market now. Established luxury brands are facing upstarts, and ambitious mass-market brands. Now that Hyundai and sibling Kia have introduced their own bona fide luxury brands, and BMW’s Mini division shifts its messaging from ersatz to elegant, what does it mean to call yourself a premium auto brand? As the definition of luxury gets hazy, who gets to own the label? How do brands stand out in such a crowded field?
- Moderator
- Greg Furman, Founder & Chairman, The Luxury Marketing Council
- PanelistS
- Ian Beavis, Chief Strategy Officer, AMCI Global
- Sam Chotiner, Executive Director, Strategy, KBS @samchotiner
- Edward Loh, SVP, In Market Content, The Enthusiast Network
- Jack Nerad, Executive Editorial Director and Market Analyst, Kelley Blue Book
- Interviewee
- Erik Lukas, Retail Digital Operations Manager, Subaru of America, Inc.
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
- Moderator
- Scotty Reiss, Founder, A Girl's Guide To Cars
- PanelistS
- Jane Francisco, Editor-in-Chief, Good Housekeeping
- Rachel Nguyen, Executive Director, Nissan Future Lab
General Motors’ recent partnership with Lyft suggests that automakers are facing a stark reality: convenience is key to younger people, and they are more interested in technology than power. If Uber and Lyft are a sign of cool among younger demos today, what will happen when driverless cars finally come to market? Will tomorrow’s consumer regard the motor vehicle as a mere utility to get from Point A to Point B? What will it take to get the next generation to buy into idea of owning a car?
- Moderator
- Jeff Curry, Vice President of Marketing and Communications, Lucid
- PanelistS
- David Berkowitz, Principal, Serial Marketer @dberkowitz
- Duncan James, EVP, Global Head of Cadillac, Dentsu Aegis Network
- Rachelle Petusky, Associate Manager, Research & Market Intelligence, Cox Automotive
- Renee Stephens, Vice President, J.D. Power
With record sales last year, and 2016 looking strong, dealerships are facing tight inventory and strong competition. But they are getting more sophisticated, as more and more tier III spend goes toward digital, at the expense of TV and print. Good thing, as more than half of car sales leads are coming from digital channels. Indeed, today’s consumer is armed with more knowledge about pricing and specs than ever before, so as margins are squeezed, how can dealers leverage digital advertising to benefit from consumer empowerment? Where should dealers be spending their marketing dollars in 2016?
- Moderator
- Monik Sanghvi, Chief Strategy Officer, Organic
- PanelistS
- Melissa Cartagena, Sr. Manager Digital, AutoNation
- Michael DeMilt, Marketing Director, Weeks Auto Group
- Matt Greitzer, COO & Co-Founder, Accordant Media
- Paddy Hannon, Chief Analytics Officer, Edmunds.com
- Andrew MacLeay, Director of Digital Marketing, Dealer.com
There are over 55 million Hispanic Americans, about 17% of the U.S. population. Those numbers are growing fast, especially among Millennials and Gen Z. They buy cars, and they buy trucks, but the pitfalls are potentially huge: one the one hand, automakers want to reach the so-called “transcultural mainstream,” on the other, generalizing turns many off. With vastly different cultural orientations, this demographic cannot be looked at in a vacuum. How have innovations in digital media altered the way marketers engage the Latino market? What effect has data collection had specifically?
- Moderator
- Ed Renicker, COO, Cablevision Media Sales
- PanelistS
- Mitsy Lopez-Baranello, Group Director, Planning & Strategy, Huge
- Rochelle Newman-Carrasco, Chief Hispanic Marketing Strategist, Walton Isaacson
- Victor Paredes, Managing Director, Spike DDB @paredes6699
- Luis Rosero, Director, Hispanic Business Strategy Group (HBSG), Toyota
