Agenda

September 26, 2018
8:00 AM
Registration & Check-In
9:00 AM
Opening Remarks
MC
Steve Smith , VP, Editorial Director, Events, MediaPost
9:15 AM
“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 , VP, Digital Strategy and Platforms, Bayer Consumer Health
Interviewer
Alex Weprin , Editor, Digital News Daily, MediaPost
9:45 AM
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
Panelist
Jordan Deodato , Head of Growth, BarkBox
Alexandra Stankiewicz , CMO and Head of Online Sales, ALOHA
Seiya Vogt , VP of Growth, Boxed
10:30 AM
Coffee Break & Sponsor Spotlight
11:00 AM
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
Panelist
Doug Chavez , SVP, Digital Commerce, North America, Geometry
Kristen Rumfola , Director of Marketing & Ecommerce, Happy Family Brands
Kenneth Tan , Head of eCommerce, Premier Nutrition
11:45 AM
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
12:15 PM
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.
Panelist
Thom Kennon , SVP, Strategy, RAPP
Jon Turner , Head of Analytics, Mediahub
12:45 PM
Lunch
2:00 PM

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
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
Panelist
James Allen , VP, Strategy Director | Head of Product, Carat
Kalyn Asher , President, Asher Media
3:00 PM
Coffee Break & Sponsor Spotlight
3:30 PM
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
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
Panelist
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
Conference Ends

Disruption in Aisle 7: CPGs Go Direct

From toothbrushes to razors, eyeliner to tennis shoes, shampoo to fresh produce the great digital disruption has now fully penetrated how we pick and purchase everything. The consumer packaged goods category has been upended…by digital advertising, upstart direct brands, online product sales and services. But the good news is CPG marketers now can leverage data and digital channels to move way beyond buying spray and pray TV spots and in-store end cap. Now they can cultivate relationships and build brands directly with their customers, and in some cases even sell to them on the spot.

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