Wednesday, 09/26
8:00 AM
8:00 AM ET
Registration & Check-In
9:00 AM
9:00 AM ET
Opening Remarks
- MC
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
9:15 AM
9:15 AM ET
Keynote Q&A: DIY CPG: Bringing Marketing In-House
“In-housing” has become the trend du jour. But what is to be gained (and what can marketers expect) from brining more of their media buying and creative in-house? Bayer’s VP of Platforms shares his learnings about the CPG customer journey, speed of messaging, internal organization and staffing, during the company’s journey towards taking hold of its media destiny.
- Interviewee
- Joshua Palau, Chief Media and Activation Officer, PHD
- Interviewer
- Alex Weprin, Editor, Digital News Daily, MediaPost @alexweprin
9:45 AM
9:45 AM ET
Panel: The D2C Challenge
What can legacy CPGs learn from the new wave of D2C upstarts in every imaginable category – from beauty, meal box, and razors to coffee, groceries and toothbrushes? About meaningful branding? About service, quality, pricing? And have the D2C’s already started to see their natural ceiling? Can all of these initial positive qualities scale to the next level of success?
- Moderator
- Jessica Peltz-Zatulove, Partner, MDC Ventures @jessicapeltz
- PanelistS
- Jordan Deodato, Head of Growth, BarkBox
- Alexandra Stankiewicz, CMO and Head of Online Sales, ALOHA
- Seiya Vogt, VP of Growth, Boxed
10:30 AM
10:30 AM ET
11:00 AM
11:00 AM ET
Panel: Facing Amazonification
More than just buying Whole Foods, Amazon is the future force to be reckoned with. It is a data powerhouse, a major direct-to-consumer channel for challenger CPG brands, and increasingly important ad platform. A new channel? A frenemy? The opposition against which CPGs must unite? What is your Amazon strategy?
- Moderator
- Will Margaritis, VP of eCommerce, 360i
- PanelistS
- Doug Chavez, SVP, Digital Commerce, Geometry Global @dougchavez
- Kristen Rumfola, Director of Marketing & Ecommerce, Happy Family Brands
- Kenneth Tan, Head of eCommerce, Premier Nutrition
11:45 AM
11:45 AM ET
Keynote Q&A: How to D2C When You’re Not D2C
Many of Chobani consumers may not be buying their yogurt online…yet. But they are buying almost everything else online, and this new norm of digital behavior is forcing a reset in not just how brands show up but how they operate as well to meet consumers’ expectations. Chobani will explain how it has reimagined some of its internal marketing model around a client-direct approach to be better, faster and smarter for its consumer. From working in small teams to bringing more creative in-house, from leveraging 1:1 direct marketing practices and customer journey mapping, the brand shares how it is thinking more consumer-first in its infrastructure and mindset for a brand that remains bolted to a legacy supply chain.
- Interviewee
- Eddie Revis, Senior Director, Marketing Strategy & Media, Chobani
- Interviewer
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
12:15 PM
12:15 PM ET
Panel: Rethinking Data, Consumer Journeys, Fragmentation
CPGs historically have ceded direct relationships with their consumers and their data to retail intermediaries. Today, however, more direct access to consumers, lookalike modeling, and richer linkage to second party data partners have created gushers of data. How are these companies creating data strategies to drive their marketing across all touchpoints?
- Moderator
- Talia Arnold, Head of Media Strategy and Planning, Exverus Media Inc. @talleeyah
- PanelistS
- Thom Kennon, SVP, Strategy, RAPP @tkennon
- Jon Turner, Head of Analytics, Mediahub
12:45 PM
12:45 PM ET
Lunch
2:00 PM
2:00 PM ET
Keynote: D2C Goes Omni: HelloFresh’s Next Level
After going from zero to $1 billion in sales in six years, the largest meal kit pioneer in the world is scouting the next omnichannel frontier for D2C CPGs. HelloFresh has started placing its recipes and ingredients in hundreds of brick-and-mortar grocery stores to supplement its core online subscription model. Their VP of Brand tells us how the retail expansion will complement the original subscription model and at the same time ensure a consistent customer experience as the company scales up and scales out to the omnichannel model.
- Keynote
- Matt Fitzgerald, VP, Brand Marketing, HelloFresh
2:30 PM
2:30 PM ET
Panel: What is the CPG Media Plan Now?
What does a CPG media plan look like now? After fragmentation both of media and channels, a morass of data coming from diverse sources, and performance metrics pressing agencies to drive traffic and sales – how are media planners adapting? The answer will be different across categories and even brands, so what is the process for assessing what a product needs, and what are the right KPIs to use?
- Moderator
- Don Huesman, Vice President, Empower MediaMarketing
- PanelistS
- James Allen, VP, Strategy Director | Head of Product, Carat
- Kalyn Asher, President/Owner, Asher Media @AsherKalyn
3:00 PM
3:00 PM ET
3:30 PM
3:30 PM ET
Case Study: Not Your Grandmother's Pine-Sol
To make the legacy brand Pine-Sol relevant to a new generation of consumers, Clorox explored the house cleaning experience itself. Working with two YouTube influencers, tied to a cross channel branding campaign, the "Clean Your Way" videos became viral hits that in turn drove a user-generated video contest around the fun rituals of housework. Clorox's Sacha Connor shares how an influencer campaign performed with really strong results.
- Interviewee
- Sacha Connor, Director of Marketing, Clorox
- Interviewer
- Sara Guaglione, Reporter, MediaPost
3:45 PM
3:45 PM ET
Panel: The New Economy of Social Influencers
After ROI uncertainly, random fee structures and scandalously inflated follower metrics, how are brands finally learning to rationalize their use of social influencers? Can influencers be the new media?
- Moderator
- Kerry Perse, Managing Director, OMD Create
- PanelistS
- Lauren Clinton, Sr. Manager, Content and Social Media, The Scotts Miracle-Gro Company
- Jessica Newton, VP, Digital Strategy Director, Arnold Worldwide
- Amanda Sims, Associate Manager of Social and Digital, Premier Nutrition
4:30 PM
4:30 PM ET
Conference Ends
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