April 12, 2017
New York City

Event Sponsors

Agenda

Wednesday, 04/12

8:00 AM
Registration Opens
8:45 AM
Opening Remarks
MCS
Ross Fadner, Director, Event Programming, MediaPost 
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
9:00 AM
Keynote: David&Goliath Traces Kia Motors’ Amazing Rise
Ever wonder how a group of hip-hop dancing hamsters ended up as one of the most successful and memorable ad campaigns in automotive history? Join David Angelo, Founder and Chairman of the creative agency David&Goliath, as he takes us on a journey that traces Kia Motors’ rise from virtual unknown to the eighth largest car brand in the US.
Keynote
David Angelo, Founder/Chairman, David & Goliath 
9:30 AM
Panel: Car Design: Where Marketing and Tech Intersect
Car design, which includes both features and technology, is increasingly intertwined with the marketing of automobiles and accessories. How can automotive brands differentiate in a world where technology is the great equalizer? If everyone has the same technology, what features stand out? Seemingly just ahead, how do auto marketers prepare for a world where cars drive themselves?
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 
Andrew Ruegger, Head of Data Science, Catalyst/GroupM 
10:15 AM
Keynote Case Study: Live to Drive; Audi + Airbnb: A Progressive Partnership Story
Audi of America’s sponsorship of the 68th Annual Emmy Awards was hallmarked by a unique marketing campaign featuring an exclusive collaboration with a like-minded “challenger” brand (Airbnb) that offered fans the opportunity to book a one-of-a-kind, bucket-list-worthy travel and driving experience. Ken Bracht, Director of Brand Marketing at Audi of America will share how this partnership leveraged social and digital channels to generate awareness for the brand.
Keynote
Kenneth Bracht, Director of Brand Marketing, Audi of America 
10:30 AM
Networking Break
10:45 AM
Keynote: How Maserati Influenced Affluents for Critical Product Launch
The debut of the Levante SUV was one of the most important new product launches in the 102-year history of Italian luxury vehicle manufacturer Maserati. To support the North American launch in September 2016, Maserati North America executed a multi-channel campaign targeting affluents that leveraged video and mobile platforms, focusing in particular on Facebook to generate leads for the new SUV crossover. In fact, Facebook worked so well, the Italian auto giant now uses its platform for every lead generation-oriented project.
Keynote
Joseph Barbagallo, Manager, Marketing Communications, Maserati North America 
11:15 AM
Panel: How to Extract Maximum Value From Your Influencers

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 
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.

1:30 PM
Keynote Interview: Cadillac Dares Greatly with New Marketing Offerings

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, Brand Marketing Director, Cadillac 
Interviewer
Ross Fadner, Director, Event Programming, MediaPost 
2:15 PM
Discussion: Crowded Out? Engaging Affluents in 2017

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 
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 
3:00 PM
Networking Break
3:15 PM
Panel: Dealers and Digital Spending: Auto Anomaly?

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 
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 
3:45 PM
Panel: Women in Automotive
Women influence more than 80 percent of automotive purchases and drive more than 50 percent of autos sold annually in the U.S., yet they account for little more than a quarter of jobs in the auto industry, and an even smaller percentage of executive/senior level management positions. If diversity is an important foundation for many of America’s biggest and most successful companies, then why does automotive lag behind in attracting and elevating women? What is the experience today being a woman in the industry? And what are OEMs doing to change the narrative?
Moderator
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
PanelistS
Alexa Harnett, Department Manager, Marketing Communications, Mercedes-Benz USA 
Anne McGraw, Sedans/Electric Vehicles Marketing Lead, Nissan North America 
Mia Phillips, National Manager – Brand, Multicultural & Crossline Marketing Strategy, Toyota USA 
5:00 PM
Exclusive Preview of Show Floor

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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