March 28, 2018
8:00 AM
Registration & Check-In
8:45 AM
Opening Remarks
Ross Fadner , Director, Event Programming, MediaPost
9:00 AM
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.
Dean Evans , Chief Marketing Officer, Hyundai Motor America
9:30 AM
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?
Ross Fadner , Director, Event Programming, MediaPost
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
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.
Garry McGuire , Chief Operating Officer, FordDirect
Steve Smith , VP, Editorial Director, Events, MediaPost
10:45 AM
10:55 AM
Coffee Break
11:15 AM

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?

Steve Smith , VP, Editorial Director, Events, MediaPost
Jim Helberg , EVP, Chief Media Officer, RPA
Noah Mallin , Head of Experience, Content and Sponsorship, North America, Wavemaker
Frank Weith , Director, Connected and Mobility Services, Volkswagen Group of America
12:00 PM
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.
Olivier Francois , Chief Marketing Officer, Fiat Chrysler Automobiles
Tanya Gazdik , Senior Editor, Automotive, MediaPost
1:30 PM
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!
Nathalie Choy , National Manager, Digital, Social & CRM Marketing, Kia Motors America
2:00 PM
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?
Ross Fadner , Director, Event Programming, MediaPost
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
2:55 PM
Coffee Break
3:15 PM
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.
Robert Brown , Senior Manager, Interactive Marketing, Nissan North America
Steve Savic , Executive Creative Director, Critical Mass for Nissan
3:45 PM
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?
Tanya Gazdik , Senior Editor, Automotive, MediaPost
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

Deep into the digital age, TV still reigns supreme for most automotive marketers. How are today’s digitally-empowered consumers relating to top-of-funnel brand messaging in 2018? How are OEMs justifying the ROI of Big Idea brand advertising in a world where price-conscious consumers conduct their own research and use social media as a forum to endorse, criticize and challenge brands publicly? How is money being diffused across digital channels, in particular, especially since mid to lower funnel is where most decision-making takes place? And where do ROI and attribution fit into all this?
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