November 27, 2018
Los Angeles

Event Sponsors

Agenda

Tuesday, 11/27

11:00 AM
Registration Opens
Meeting Room 403 A & B
11:45 AM
Opening Remarks
MC
Ross Fadner, Director, Event Programming, MediaPost 
12:00 PM
Keynote Q&A: Infiniti's 2018 in Marketing
As a challenger brand, Infiniti has always been looking forward. Case in point: the brand’s ability to attract Gens Y and Z to the 2018 Pebble Beach Concours d’Elegance via the inaugural Japanese Automotive Invitational, one of many successful activations underscoring Infiniti's 2018 in marketing. In this keynote conversation, Phil O’Connor, Infiniti’s Director of Marketing Communications & Media, will walk us through the Infiniti brand's busy year, and discuss how emerging trends will impact 2019 and beyond.
Interviewee
Phil O’Connor, Director Marketing Communications & Media, Infiniti Motor Company Ltd 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
12:30 PM
Discussion: Experiential Marketing in the Attention Economy

In a world where “Attention Economics” has become a course of study, it makes perfect sense that experiential marketing has become so important to auto brand managers. Driving is, first and foremost an experience; by introducing two-way communication, OEMs can instantly turn events into “experiences”, while drastically improving key brand metrics like awareness and engagement. But how are OEMs measuring these all-important success metrics? Where do branded experiences typically factor in the customer journey, how are they tied to other engagements, and eventually, sales? What does it really mean to deliver a soup-to-nuts branded experience in 2019?

Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
Tyler McBride, Auto Shows and Dealer Events Manager, Toyota North America 
Erik Thomas, Senior Group Manager, Experiential Marketing, Hyundai Motor America 
1:00 PM
Networking Lunch
Sponsored by Outfront Media
1:30 PM
Presentation: Gen-Z: Today’s 'Identity Shifters', Tomorrow’s Buying Power

Ready or not, here they come: Gen Z, those born roughly between 1995 and 2010, will soon enter the workforce en masse. These voracious consumers of social media in all forms can almost always be spotted holding a mobile device. Self-assured and resourceful, they are especially uncomfortable being placed into traditional identity boxes based on things like politics, religion, gender or sexual orientation. In this presentation, RPA’s SVP Strategic Planning Director, Mia von Sadovszky, will take us through the findings from the Santa Monica-based agency’s just-released study on how marketers should prepare for the coming wave of these “Identity Shifters”.

Presenter
Mia von Sadovszky, SVP, Strategic Planning Director, RPA 
2:00 PM
Case Study: Case Study: Social +VR + AR = Success for AHM
Augmented Reality (AR), Virtual Reality (VR) and Mixed Reality (MR) are still widely regarded as marketing industry buzzwords, but a few national brand advertisers have already successfully incorporated these emerging technologies into broader campaigns. Chief among them is American Honda Motor Co., Inc. which has already combined VR, AR and social platforms in separate campaigns for the Honda Civic Type R as well as the Acura TLX. Join American Honda Social Media Manager Jessica Fini as she walks us through these unique activations and explains why American Honda is bullish on these technologies for the future, too.
Presenter
Jessica Fini, Manager, Social Media, American Honda Motor Co., Inc. 
2:30 PM
Sponsor Presentation: Location Based Marketing In The Age Of Data
3:00 PM
Keynote Q&A: Brand Loyalty Comes Standard with Friends for MINI USA
The mantra “MINI is the only car that comes standard with friends” could not be more apropos to the groups of loyal MINI owners who traveled more than 5,000 miles through 15 cities and 14 states to participate in the biennial MINI TAKES THE STATES road rally. Owing to MINI USA’s incredibly loyal owner base, at times there were more than 1,000 owners and 500 vehicles on each route. In this keynote Q&A, Patrick McKenna, Head of Brand Communications, MINI USA will share stories from the road and elaborate on how the BMW Group brand continues to foster its enviable brand loyalty.
Interviewee
Patrick McKenna, Head of Mini Brand Communications, MINI USA 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
3:30 PM
Discussion: Keeping Up with Customers: Location Is The New Media

As we know, consumer mobility and location data are game-changers for marketers of all stripes—although, OEMs have a longer and more complicated conversion path than most. How does location strengthen and reinforce important touchpoints along the car buyer’s journey, and do OEMs feel they are taking full advantage? How, for example, does the data gleaned from Out-of-Home, Experiential/Event activations and other IoT/nontraditional sources pair with traditional digital touchpoints to tell a complete story, and how is ROI being measured? What data can be bought/borrowed/exchanged to improve interactions and achieve intended results? Also: with Gen Z on the horizon, how are OEMs altering their approach to the customer journey in both the near and long-term?

Moderator
Ross Fadner, Director, Event Programming, MediaPost 
PanelistS
Kimberley Gardiner, Vice President and Chief Marketing Officer, Mitsubishi Motors North America, Inc. 
Erich Marx, Director, Marketing Strategy & Content, Nissan North America, Inc. 
4:00 PM
Conference Ends
4:00 PM
Cocktail Party
Sponsored by Outfront Media

Venue

Los Angeles Convention Center Meeting Room 502B
1201 South Figueroa Street
Los Angeles, California, 90015
If you are flying in, the closest airport is Los Angeles International Airport (LAX), located at 1 World Way, Los Angeles, CA 90045. It will take approximately 40 minutes to an hour to transfer to Los Angeles Convention Center. You can get an Uber/Lyft ride or rental car from the airport.

The Los Angeles Convention Center is the preeminent destination for meetings, conventions, trade shows, and exhibitions. Discover the allure of cosmopolitan L.A., where culture, history, and innovation fuse to provide you with an unparalleled experience. Located in proximity to endless dining, shopping, hotel, and entertainment options, the LACC is your event destination of choice.


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Speaker Consideration

For speaker consideration please complete the speaker proposal form. Due to the high volume of speaker proposals that we receive we will only be able to notify those whose proposals have been selected. All proposals must go through this form, no exceptions. Do not contact other MediaPost representatives regarding speaker opportunities.

Sponsorships

For questions regarding sponsorship of this event please contact Jon Whitfield, VP, Event Sales at jon@mediapost.com.

Press

For press inquiries, please contact Ken Fadner at ken@mediapost.com.

General

For general summit inquiries please contact Maya Abulashvili, Coordinator of Events and Conferences at maya@mediapost.com.

VIP Program

For questions about or to apply to the VIP Program please contact Kevin Massa, Manager of Brand & Agency Relations at massa@mediapost.com.

Quality Pledge

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.