Wednesday, 04/12
- MCS
- Ross Fadner, Director, Event Programming, MediaPost
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
- Keynote
- David Angelo, Founder/Chairman, David & Goliath
- Moderator
- Ian Beavis, Chief Strategy Officer, AMCI Global
- PanelistS
- Kenneth Bracht, Director of Brand Marketing, Audi of America
- Sheryl Connelly, Global Trends and Futuring, Ford Motor Company
- Michelle Krebs, Executive Analyst, Autotrader
- Michael Miraflor, SVP, Global Head of Futures & Innovation, Blue 449 @michaelmiraflor
- Andrew Ruegger, Head of Data Science, Catalyst/GroupM
- Keynote
- Kenneth Bracht, Director of Brand Marketing, Audi of America
- Keynote
- Joseph Barbagallo, Manager, Marketing Communications, Maserati North America
Influencer marketing is an increasingly common tactic for auto brands, but how do you know you’re extracting maximum value from your influencer partnerships? Every influencer has pluses and minuses, so guidelines are for essentiall when approaching negotiations. What deliverables are you setting for them, and how are you assessing ROI? How can you attribute leads and sales when an influencer engages with his or her network on your brand’s behalf?
- Moderator
- Scotty Reiss, Founder, A Girl's Guide To Cars
- PanelistS
- Paul Kelly, Chief Partnership Officer, AwesomenessTV
- Patty Lanning, General Manager, North America Marketing, Shell Lubricants
- Sam Nowakowski, Head of Niche Brand Strategy, East Coast, Twitter @SamNowa
- Lindsey O’Neil, Senior Director of Sport & Entertainment Partnerships, Mediacom USA
Automotive Marketer of the Year: Tim Mahoney, Chief Marketing Officer, Chevrolet.
Automotive Agency Of The Year, Traditional: Commonwealth//McCann. Bill Wilt, Account Director (receiving).
Automotive Agency Of The Year, Digital: Ansible. Mark Power, U.S. Managing Director (receiving).
More Honorees: Nissan, Carmichael/Lynch, Walton Isaacson, Razorfish, Spark44, & Goodby Silverstein.
In this keynote interview, Melody Lee, Brand Marketing Director, Cadillac, will share how the American automaker’s two-year-old “Dare Greatly” campaign has engaged current and prospective customers across channels and platforms, including four new spots that aired for the first time during the 2017 Oscars. Lee will also take us through Cadillac BOOK, a new take on a flat-fee, white-gloved concierge subscription service, as well as Cadillac House, the luxury automaker’s experiential playground located beneath its SoHo headquarters.
- Interviewee
- Melody Lee, Chief Marketing Officer, Mercedes-Benz USA
- Interviewer
- Ross Fadner, Director, Event Programming, MediaPost
It may be counterintuitive that the luxury vehicle market has continued to expand during tepid economic times, but consumers in 2017 have more options than ever when it comes to buying a luxury car. If affluent consumers are much more likely to demonstrate brand loyalty in their car purchases, how does an increasingly crowded field affect the way auto marketers engage this segment?
- Moderator
- Rebecca Lindland, Executive Analyst, Kelley Blue Book @rebelcarchick
- PanelistS
- Irene Chen, Industry Manager, Facebook
- Mike Giannone, CSO, The Americas, iris Worldwide
- Peter Hubbell, CEO, BoomAgers
- Mauricio Sabogal, Global CEO, Kinetic Worldwide
- Nathan Thornburgh, Founder & Chief Executive Officer, Roads & Kingdoms @RoadsKingdoms
As auto brands and auto retailers pour more and more dollars into digital marketing, car dealerships still tend to prefer advertising their businesses the traditional way: via terrestrial radio, TV, direct mail, even newspapers. Deep into the digital age—and at a time when online tools have empowered car buyers as never before—this fact stands out like an anomaly. Why do car dealers still pour most of their budgets into legacy media? Conversely, what does their reluctance to spend on digital say about brand building in the digital age?
- Moderator
- Sam Chotiner, Executive Director, Strategy, KBS @samchotiner
- PanelistS
- Josh Aaronson, Dealer Principal, Island Auto Group
- Kirsten Atkinson, VP of Media and Branded Integration, Walton Isaacson
- Andrew MacLeay, Director of Digital Marketing, Dealer.com
- Mark Power, Managing Director, USA, Ansible
- Moderator
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
- PanelistS
- Alexa Harnett, Department Manager, Marketing Communications, Mercedes-Benz USA
- Anne McGraw, Sedans/Electric Vehicles Marketing Lead, Nissan North America @abmcgraw
- Mia Phillips, National Manager – Brand, Multicultural & Crossline Marketing Strategy, Toyota USA
