March 28, 2018
New York City

Event Sponsors

Agenda

Wednesday, 03/28

8:00 AM
Registration & Check-In
8:45 AM
Opening Remarks
MC
Ross Fadner, Director, Event Programming, MediaPost 
9:00 AM
Keynote: The Future of Car Buying, Now Available in the Present
It’s no surprise that car buying hasn’t always met the expectations of modern consumers where speed, transparency and technology have improved customer experience in nearly every other industry. In our opening keynote, Dean Evans, CMO of Hyundai Motor America, will talk about how Hyundai and its dealer body are modernizing the car buying experience. Dean will review the data and insights that led Hyundai to make a significant shift, and walk us through how collaboration with its progressive dealer body made the future a reality today.
Keynote
Dean Evans, Chief Marketing Officer, Hyundai Motor America 
9:30 AM
Panel: Auto Branding for the Digital Age
Deep into the digital age, TV reigns supreme for automakers wanting to reach the masses. But is Big Idea brand advertising still the right approach to today’s digitally-empowered consumer? How many cars do TV ads really sell? More generally, how are consumers relating to top-of-funnel brand messaging in 2018, how are various segments impacted differently, and how are OEMs calculating ROI? What does it mean to own and define your brand’s identity in a world where price-conscious consumers can react publicly via social channels?
Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
Edward Cotton, Chief Strategy Officer, Butler Shine Stern and Partners (BSSP) 
Richard Guest, CEO, North America, Tribal Worldwide 
Thomas Peyton, AVP, Marketing Operations, American Honda Motor Co 
10:15 AM
Keynote Q&A: Building The Better Customer Journey
Digital media has changed how shoppers research car buying but has done very little to alleviate the time, complexity and dread they face at the point of purchase. In this Keynote Q&A, Garry McGuire, COO, FordDirect, will walk us through how FordDirect is knitting together the massive data consumers cast off as they research, shop, buy, and service a car to address the real pain points of the entire customer journey.
Interviewee
Garry McGuire, Chief Operating Officer, FordDirect 
Interviewer
Steve Smith, VP, Editorial Director, Events, MediaPost 
10:45 AM
Sponsor Spotlight
10:55 AM
Coffee Break
11:15 AM
Panel: A Media Story: The Customer Journey in 2018

Making it onto a prospective car buyer’s consideration list can be a very long journey for an automaker—a process that is further complicated by media fragmentation and the rise of customer driven research. How are OEMs and ad agencies evolving their approach to media in light of today’s complicated customer journey? How is money being diffused across digital channels, in particular, especially since mid to lower funnel is where most of the decision-making is happening? How are ROI and attribution being calculated?

Moderator
Steve Smith, VP, Editorial Director, Events, MediaPost 
PanelistS
Jim Helberg, EVP, Chief Media Officer, RPA 
Noah Mallin, Chief, Brand Strategy, IMGN Media 
Frank Weith, Director, Connected and Mobility Services, Volkswagen Group of America 
MediaPost’s third-annual Marketing Automotive Awards honor the automotive brands and agencies whose marketing communications excelled in 2017. Join us as we open the 2017 luncheon with a Keynote Q&A between MediaPost's Senior Automotive Editor Tanya Gazdik and MediaPost's 2017 Automotive Marketer of the Year Olivier Francois, Chief Marketing Officer, Fiat Chrysler Automobiles.
Interviewee
Olivier Francois, Chief Marketing Officer, Fiat Chrysler Automobiles 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
1:30 PM
Keynote: Meet KIAN, Kia’s AI-Powered Pal
In 2016, Kia Motors of America was the first OEM in the US to launch a Facebook Messenger chatbot, NiroBot. A year later, NiroBot evolved into KIAN, which helps customers “Know It All Now” throughout the car-buying journey. Learn how Kia did this and what’s in store next for KIAN!
Keynote
Nathalie Choy, National Manager, Digital, Social & CRM Marketing, Kia Motors America 
2:00 PM
Panel: How Will AI Change Auto Marketing?
Artificial intelligence can provide OEMs with insights into everything from inventory management to streamlining supply chains and understanding customers better through marketing campaign optimization. Many experts claim that the use of predictive analytics in automotive will really come into its own in 2018; how is your brand already benefitting from AI, both internally and in your marketing campaigns, and how does AI alter conversations about attribution, in particular?
Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
Ash Farr, EVP, Global Head of Strategy and Research, CommonWealth //McCann 
Christopher Neff, Senior Director of Innovation, The Community 
Justin Thomas-Copeland, President, RAPP-NY 
2:45 PM
Sponsor Spotlight
2:55 PM
Coffee Break
3:15 PM
Case Study: Experience Over Impressions
The most powerful brand experiences generate an emotional impact that inspires a person to act. The payoff for these emotionally charged experiences is deeper engagement, brand loyalty and brand advocacy. In this session, you’ll hear how Nissan embraced this philosophy, providing award-winning, next-gen experiences to push engagement through 360° VR experiences and augmented reality apps.
PresenterS
Robert Brown, Senior Manager, Interactive Marketing, Nissan North America 
Steve Savic, Executive Creative Director, Critical Mass for Nissan 
3:45 PM
Panel: Data, and the Evolution of Multicultural Marketing
How is the multicultural marketing conversation evolving in light of the data and technology explosion happening inside (and outside) of automobiles today? Does more data necessarily mean more budget is allocated to multicultural marketing for your brand? What are the most significant drivers of greater spend on multicultural marketing, and which tiers are particularly impacted? How can third parties help OEMs extract maximum value from today’s data flood to reach multicultural consumers? How does this conversation evolve in the next 5-10 years as newer products and technologies enter the market?
Moderator
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
PanelistS
Brian Benstock, GM, VP, Paragon Honda, Paragon Acura 
Vinay Shahani, VP, Integrated Marketing Operations, Toyota Motor North America 
4:15 PM
Conference Concludes & Visit to the NYIAS 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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