November 19, 2019
Los Angeles, CA

Engaging Auto Consumers In A Dynamic Environment

In an era of increasingly short attention spans, how do automotive marketers reach and engage with tuned-out consumers? The experience of buying a car has changed dramatically over the last 10 years, but has the message changed? Do automakers understand the customer buying experience and the journey of buying a vehicle and are they thinking more in experiential terms? How do automakers convince reluctant buyers (think: young millennials) that they even want a car? Automotive marketers will gather in Los Angeles at the auto show to ponder these and other questions.

For automotive industry marketers, engaging and converting consumers in today's dynamic media environment is the order of the day, and at our 7th installment of this Marketing: Automotive conference, marketers and Advertising agency buyers and strategists will gather as part of the Los Angeles Auto Show to discuss these and other related topics for an information-packed day at the LA Convention Center.

Marketing: Automotive 2019 Attendees Include

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Agenda

Tuesday, 11/19

10:30 AM
Registration Opens
Meeting Room 502B
11:15 AM
Sponsor Spotlight Presentation
11:45 AM
Opening Remarks
MC
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
12:00 PM
Q&A: Knowing Your Customers – Even in Today’s Dynamic Environment
Lincoln has undergone an extraordinary brand transformation and is continuously evolving its go-to-market strategy. Sprague will highlight what Lincoln has done to better know and understand its customers and how the brand is engaging them via shared passions like music, travel and food.
Interviewee
Michael Sprague, North America Director, The Lincoln Motor Company 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
12:30 PM
Conference Lunch & Sponsor Luncheon Presentation
1:30 PM
Keynote: Mitsubishi Is Redefining Its Brand Via Its "Small Batch" Marketing Initiative
As a challenger brand in the auto industry Mitsubishi is redefining every element of its marketing strategy to leverage its small and nimble footprint and inspire change.  With its “Small Batch” mindset Mitsubishi is looking beyond automotive for inspiration to create brand momentum, solve marketing challenges and simplify customer experiences in unique ways.
Keynote
Kimberley Gardiner, Vice President and Chief Marketing Officer, Mitsubishi Motors North America, Inc. 
2:00 PM
Case Study: The Almighty Social Media Influencer
Learn how Acura tapped social media influencers across Instagram and GIPHY to launch the significantly refreshed ILX compact sports sedan. Through some fun and innovative tactics targeted to younger buyers, Acura was able to reach its target millennial audience, driving engagement, consideration, and ultimately, sales for the brand.
Presenter
Jessica Fini, Manager, Social Media, American Honda Motor Co., Inc. 
2:30 PM
Sponsor Spotlight & Coffee Break
3:00 PM
Keynote: The Convergence of Marketing
Data is available to marketers at an overwhelming rate allowing for unprecedented levels of precise targeting and customization. Amid all of this information, what is the role of creativity and how do modern-day advertisers break-through? In the automotive industry, the stakes have never been higher.
Keynote
Allyson Witherspoon, Vice President, Marketing Communications and Media, Nissan North America, Inc. 
3:30 PM
Panel: Automakers Strive To Understand Consumer Emotional Intelligence
A vehicle is one of the single biggest purchases a consumer makes. Besides the practical, there are many more emotional triggers that are involved. Are marketers really connected or merely connecting with consumers?  Do sales events and TV ads really sell cars?  What are the real sales triggers? How have experiential events replaced auto shows and how are auto shows reinventing to still be relevant?
Moderator
Ian Beavis, Chief Strategy Officer, AMCI Global 
PanelistS
Steve Ambeau, Head of MINI Brand Communications, MINI USA 
Erich Marx, Director, Marketing Strategy & Content, Nissan North America, Inc. 
Erik Thomas, Senior Group Manager, Experiential Marketing, Hyundai Motor America 
4:15 PM
Cocktail Party
Sponsored by Twitter

Featured Speakers

Steve Ambeau

MINI USA
Head of MINI Brand Communications

Ian Beavis

AMCI Global
Chief Strategy Officer

Jessica Fini

American Honda Motor Co., Inc.
Manager, Social Media

Kimberley Gardiner

Mitsubishi Motors North America, Inc.
Vice President and Chief Marketing Officer

Michael Sprague

The Lincoln Motor Company
North America Director

Allyson Witherspoon

Nissan North America, Inc.
Vice President, Marketing Communications and Media

Tanya Gazdik

MediaPost
Senior Editor, Automotive

Erich Marx

Nissan North America, Inc.
Director, Marketing Strategy & Content

Erik Thomas

Hyundai Motor America
Senior Group Manager, Experiential Marketing

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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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