At our Planning & Buying Summit in Nashville, leaders from Mitsubishi, Carl’s Jr., Rhone, T&P, and NP Digital shared how they’re rethinking media mix, leveraging first-party
data, and building buzz ahead of tentpole events.
Catch the best moments from the on-stage discussions below.
Watch the full session recordings
here!
Kimberly Ito, Vice President, Chief Marketing
Officer from Mitsubishi Motors North America, shared how the brand shifted from traditional demographics to psychographic-driven personas enabling a more efficient go-to-market
strategy.
Scott Sutton, Director
of Media from CKE Restaurants, shared how Carl’s Jr. generated Super Bowl buzz for its Alix Earle campaign without spending on an in-game ad.
Marissa Tario, Head of Paid Media from
Rhone, discussed the brand’s gradual shift toward upper-funnel media and how it’s tapping first-party data.
Shula Sinclair, CSO, US & Worldwide from
T&P, discussed how Snickers tapped into soccer fandom on a limited budget by engaging with conversations in group chats through AI-powered José Mourinho
videos.
Sherry Chen, Associate
Director, Paid Media Strategy, NP Digital, shared how her team is reintegrating Reddit into their media mix by reviving a channel that had underperformed before but has surged in
popularity again.
If you’re
interested in submitting content for future editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.