April 6 - 7, 2021
Virtual Event

Event Sponsors

Agenda

Tuesday, 04/06

3:00 PM
Opening Remarks - ALL TIMES EST
MCS
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
Lisa Singer, Event Editorial Manager, MediaPost 
3:10 PM
Panel: Automakers Step Up to Help in Pandemic

The pandemic gave automakers the chance to put their money where their mouth is in helping consumers in an array of ways including getting PPE and access to COVID-19 testing. Studies have shown that consumers want to feel good about the companies they give their money to, and these were definitely some “feel good” efforts. How have these efforts changed relations to customers and communities? Will there be some follow through and permanent changes?

Moderator
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
PanelistS
Kate Fabian, Director, Marketing Communications, Hyundai Motor America 
Dave Rodriguez, Multicultural Marketing Communications Manager, Ford and Lincoln, US Hispanic 
3:35 PM
Sponsor Spotlight Presentation
3:45 PM
Keynote: Marketing Agility: Moving Forward in 2021 and Beyond
Cadillac’s marketing agility was put to the test in 2020, but the team rose to the occasion and came out stronger. The brand’s success can be attributed to a strong core strategy and the team’s ability to pivot quickly in response to shifting consumer sentiment. Looking ahead, Melissa Grady will share how Cadillac is moving forward in 2021 and preparing to launch the brand’s first all-electric vehicle, the highly anticipated LYRIQ.
Keynote
Melissa Grady, CMO, Cadillac 
4:10 PM
Sponsor Spotlight Presentation
4:25 PM
Fireside Chat: What’s the 2021 Marketing Plan
How do you allocate, plan, create in a continuing unsure and unpredictable environment?  What is replacing experiential in helping to maintain customer connections and loyalty? Have virtual events turned out to be better than auto shows?
Interviewee
Meliza Humphrey, Senior Manager, National Advertising, American Honda Motor Co. 
Interviewer
Ian Beavis, Chief Strategy Officer, AMCI Global 
4:45 PM
Sponsor Spotlight Presentation
4:55 PM
Case Study: Multicultural Representation In Automotive Advertising
As a founding partner of Free The Work, a nonprofit which advocates for companies to provide more opportunities for underrepresented creators, Ford Motor Co. works with agency partner UWG to conduct a fair and open bidding process to find the best production talent. To ensure accurate portrayals of women and girls, the team followed insights provided by the ANA’s #SeeHer movement. The result was a campaign created by and for Black women, affirming Ford's commitment to supporting the advancement of positive representations of them in media and advertising both in front of and behind the cameras.
Presenter
Dibrie Guerrero, Multicultural Marketing Communications Manager – African American Audiences, Ford Motor Co. 

Wednesday, 04/07

3:00 PM
Welcome back - Opening Remarks - ALL TIMES EST
MCS
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
Lisa Singer, Event Editorial Manager, MediaPost 
3:05 PM
Fireside Chat: Toyota Looks Ahead to the Olympics (Finally) And Other Events
The demise of auto shows and other events has forced the automakers to pivot. Toyota knows this all too well, with the 2020 Summer Olympics, which it is a huge sponsor, being delayed a year. But there's hope that some key sponsorship opportunities will soon return. What will the Olympics look like? What about the New York and Los Angeles auto show? How do automakers engage experientially with pandemic-weary consumers?
Interviewee
Dedra DeLilli, Group Manager, Sponsorship, Strategy, and Auto Shows, Toyota Motor 
Interviewer
Tanya Gazdik, Senior Editor, Automotive, MediaPost 
3:35 PM
Trivia Contest
3:45 PM
Sponsor Spotlight Presentation
3:55 PM
Panel: Formula E Translates Off The Track For Automakers
Automakers have been synonymous with auto racing since the beginning. Bragging rights are a big deal no matter the iteration of racing series. While it’s hard for consumers to understand the nuances determined on the track and what becomes street-legal and in one’s driveway, automakers are using Formula E to push the envelope on EV technology advancement, and taking those learnings back to their mass production vehicles. But that is just the start, they are also actively engaging with FIA World Chamionship’s young, upwardly mobile fan base, which is 70% more likely than the general population to purchase an EV.
Moderator
Scotty Reiss, Founder, A Girl's Guide To Cars 
PanelistS
Katie Traxton, Chief Communications Officer, Formula E 
Allyson Witherspoon, CMO, Nissan North America, Inc. 
4:25 PM
Sponsor Spotlight Presentation
4:35 PM
Case Study Q&A: Flipping the Funnel: Addressable TV and the Success of Audience Modeling and Targeting
The pandemic created a “test and learn” environment for most marketers, and for Cadillac, that included successfully scaling addressable TV with local dealers. Eric Neville, senior manager, media & audience strategy, discusses the benefits of activating one-to-one targeting across the evolving TV landscape. He’ll share how media addressability has enabled closed looped sales studies and regional activation to overcome the dynamic automotive marketplace, especially during COVID.
Interviewee
Eric Neville, Senior Manager, Media & Audience Strategy, Cadillac 
Interviewer
Lisa Singer, Event Editorial Manager, MediaPost 

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Sponsorships

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

Press

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General

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VIP Program

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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.