Wednesday, 04/17
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- Keynote
- Dino Bernacchi, Chief Marketing Officer, Mazda North American Operations
Just how expensive is that visceral connection these days? In a world of accelerated efficiency, OEM Tier One budgets will be scrutinized heavily. So, how in 2019 do OEMs make that amazing first impression that lasts throughout the (notoriously long) auto buying cycle? And how is TV’s role shifting in this process? What has worked BEST across Tier One efforts in the last 12-18 months? Are costs up or down, and how do things change if the economy gets bumpy?
- Moderator
- Alex Weprin, Editor, Digital News Daily, MediaPost @alexweprin
- PanelistS
- Kimberley Gardiner, Senior Vice President, Chief Marketing Officer, Tractor Supply Company
- Monique Kumpis, Senior Group Manager of Brand Marketing and advertising, Hyundai Motor America
- Interviewee
- Larry Parker, Creative Director, Rivian
- Interviewer
- Tanya Gazdik, Senior Editor, Automotive, MediaPost @TanyaGazdik
- Interviewee
- Ayiko Broyard, EVP, Group Account Director, Walton Isaacson
- Interviewer
- Larissa Faw, Reporter, MediaPost Agency Daily @larissafaw
Brand and celebrity partnerships have been the cornerstone of famous auto marketing campaigns for decades. How are these endorsements valued in 2019—especially in light of ubiquitous social media and a countless spectrum of influencers available to brands? How can you be sure an influencer partnership will amplify—rather than dilute—your brand’s affinity with their audience, and how are you measuring success? What's a road map to cost-effectiveness and long-term success?
- Moderator
- Scotty Reiss, Founder, A Girl's Guide To Cars
- PanelistS
- Anne McGraw, Sedans/Electric Vehicles Marketing Lead, Nissan North America @abmcgraw
- Jon Pearce, Global Chief Creative Officer, Hudson Rouge
RECIPIENT INTERVIEWS
Automotive Marketer of the Year- Ed Laukes, Group VP Toyota Marketing
Agency of the Year (Traditional)- Chuck Maguy, CEO Saatchi & Saatchi LA
Agency of the Year (Digital)- Claudio De Souza, Sr VP, Portfolio Lead Isobar
TROPHY PRESENTATIONS
- Interviewee
- Bob Broderdorf, Director, Alfa Romeo North America
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
Consumers famously struggle to embrace in-car technology, so how do OEMs expect them to one-day embrace self-driving and assistance features? Introducing customers to new products can be a tricky proposition for OEMs, particularly in an era of rapid innovation. How do marketers broach the subject of introducing consumers to new, potentially amazing yet complicated products and features? What have OEMs learned educating consumers about newer product launches like subscription services?
- Moderator
- Denise Blasevick, Co-founder and CEO, The S3 Agency
- PanelistS
- Ian Beavis, Chief Strategy Officer, AMCI Global
- Amber Quist, Chief Marketing Officer, Silvercar by Audi
Understanding the 360-Modern Driver
The AD Club and Verizon Media are joined by a panel of industry pros to talk about how they find and keep loyal drivers by delivering unique experiences through their marketing strategies. Faced with disruption as a result of the evolving ride share-economy, tech advancements in transportation, and consumers inundated by the IoT, manufacturers have a smaller window of opportunity to find these loyal drivers. To thrive in this changing environment, it’s more important than ever for brand leaders to leverage diverse data points to garner a better understanding of consumer life stages, the automotive path to purchase and the right environments for their messaging. With an estimated $16B in digital advertising spend slated for 2019, auto marketers are betting on innovative experiences to create meaningful, lasting connections.* (source: eMarketer 2018).
- Moderator
- Anthony Winters, Sr. Director Field Sales, Autos, Verizon Media
- PanelistS
- Juan Gabarro, Director of Product Marketing, Zipcar
- Victoria Gagliardi, Lead, Brand Partnerships and Experiences, Cadillac
- Christopher Jeyes, Senior Specialist, Media Buying & Strategy, Jaguar Land Rover
- Thomas Peyton, AVP, Marketing Operations, American Honda Motor Co
