March 24, 2016
New York City

Event Sponsors

Agenda

Thursday, 03/24

10:00 AM
Registration Opens
11:00 AM
Opening Remarks
MCS
Ross Fadner, Director, Event Programming, MediaPost 
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
11:15 AM
Keynote: Toyota’s Multicultural Approach – The Evolution
Toyota’s marketing reflects the increasing diversity of America and its impact on culture. It deploys a fully integrated, multicultural approach that is representative of all segments while incorporating cultural cues that have universal appeal. Its agency model consists of a number of diverse agencies for various segments and a general market agency of record, all working together to develop multicultural messaging. The head of multicultural marketing will discuss Toyota’s multicultural approach and highlight work being done in the African American, Asian, Hispanic and Transcultural Mainstream segments.
Presenter
Mia Phillips, National Manager – Brand, Multicultural & Crossline Marketing Strategy, Toyota USA 
11:45 AM
Panel: What Does “Premium” Mean Today?

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 
Edward Loh, SVP, In Market Content, The Enthusiast Network 
Jack Nerad, Executive Editorial Director and Market Analyst, Kelley Blue Book 
12:30 PM
Keynote Q&A: Subaru of America’s Big-Picture Approach to Tier 3
In this Keynote Q&A, Subaru of America, Inc.’s National Manager of Retail Digital Operations, Erik Lukas, will discuss how the brand’s integrated approach to digital marketing and web site development empowers 560+ retailer partners. By building an interconnected system for Tier 3 communications including: digital strategy, content, user experience, search, display and analytics under one roof, Subaru dealers enjoy a full menu of platforms for their digital marketing needs.
Interviewee
Erik Lukas, Retail Digital Operations Manager, Subaru of America, Inc. 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
1:00 PM
Lunch Break
2:00 PM
Keynote Conversation: Shaping The Future: How Consumers Are Driving Trends And Innovation
What drives the adoption of new products and technology? How do consumers boost innovation? What ideas will be the most important in the next era of innovation? Look into the future of automotive and trends through the lens of consumers who are driving those ideas.
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 
2:30 PM
Panel: Technology and Younger Buyers: Sea Change Ahead?

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, Founder and President, Mere Mortals 
PanelistS
David Berkowitz, Principal, Serial Marketer 
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 
3:15 PM
Coffee Break
3:30 PM
Panel: Can Digital Move Metal? See Your Local Dealer.

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 
4:15 PM
Panel: Engaging Hispanics

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 
Luis Rosero, Director, Hispanic Business Strategy Group (HBSG), Toyota 
5:00 PM
Conference Concludes
6:00 PM
Exclusive Preview of the Auto Show Floor (Tickets Distributed After Awards Presentation)

Venue

Javits Center, New York City
655 W 34th St
Room 1E08-09 (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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MediaPost strives for excellence in its coverage of media, marketing and advertising. Our mission is to critically engage key questions for brand marketers, media buyers, sellers and emerging platforms. We choose speakers exclusively for their ability to bring perspective and insight to our stage. All conferences are programmed by proven, expert, unbiased journalists. MediaPost has never and will never engage in "pay to play" conferencing.