Sunday, 03/17
6:30 PM Pacific
9:30 PM ET
Welcome Cocktail Reception
Bennie's Courtyard
Monday, 03/18
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
Arizona Foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
Sunset Plaza
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
Arizona Foyer
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
Arizona Ballroom
9:35 AM Pacific
12:35 PM ET
Opening Remarks
MC
Lisa Singer, Senior Director, Event Programming, MediaPost
Lisa Singer, Senior Director, Event Programming, MediaPost
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:45 AM Pacific
12:45 PM ET
Keynote: Opendoor’s Contextual Media- Targeted Creative for Maximum Impact
Opendoor's purpose is to power life’s progress, one move at a time. As a disrupter in the traditional real estate category, Opendoor has to capture attention and drive understanding of a completely new way to buy and sell a home. In the midst of one of the most challenging real estate markets in 40 years, Opendoor was able to grow the brand with a reduced media budget. Advertising agency veteran turned Opendoor CMO David Corns, will share how the real estate disrupter integrates creative and media strategy to get the most out of moments and media dollars.
- Keynote
- David Corns, Chief Marketing Officer, Opendoor
10:15 AM Pacific
1:15 PM ET
Panel: Navigating Today’s Fragmented Television Landscape
With linear audiences continuing to migrate to streaming TV and the surge of ad-funded options within premium services, audiences are fragmenting even further and forcing advertisers to reassess their marketing strategies. How are media buyers effectively measuring across channels and walled-gardens to validate spend? How are they managing reach and frequency, and how are they integrating a multi-screen approach? While there’s not one magic bullet, there are solutions. Our panel of marketers share best practices.
- Moderator
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
- PanelistS
- Jeff Biesman, CMO, National Debt Relief
- Mariel Moscatello, SVP, Group Director Investment, Havas Media Network
- Michelle Wilson, Group Media Director, McKinney
10:45 AM Pacific
1:45 PM ET
Sponsor Spotlight & Coffee Break
11:15 AM Pacific
2:15 PM ET
Co-Presentation: Open the Frontdoor - Using Video to Reinvent & Relaunch a New Product Offering
For over 50 years, Frontdoor Inc. has sold home warranties under the American Home Shield brand. In 2023, with growth in mind, Frontdoor Inc. expanded beyond home warranties and became a consumer-facing company with the launch of a new mobile app with video chat connection to home repair experts. Through an omni-channel campaign that had a bedrock of Linear TV, CTV, and sponsorship integrations, Frontdoor’s VP of Brand, Jeanna Corley and Chief Media Officer Jason Dille at Chemistry, will share their launch plan as well as the attribution lessons learned when trying to reach their campaign goals.
- PresenterS
- Jeanna Corley, VP, Brand, Frontdoor
- Jason Dille, Chief Media Officer, Chemistry
11:35 AM Pacific
2:35 PM ET
Case Study: Using Frequency Management Strategies for CTV to Drive Incremental Reach
Preventing oversaturation and creative wear-out within CTV can be difficult with how many steaming options exist, and the overlap in viewers. Lance Demonteiro, VP Digital & CTV Innovation at Horizon Media, shares how an advertiser tapped into a blend of direct and programmatic execution to expand overall reach.
- Presenter
- Lance Demonteiro, VP, Digital & CTV Innovation, Horizon Next
11:55 AM Pacific
2:55 PM ET
Roundtable: Planning & Buying Across Platforms
In an increasingly fragmented landscape - navigating network consolidations & mergers, writer's / talent strikes, and subscription cycling - how can marketers evolve at the pace of video consumption industry, and plan with the agility in mind. How can we marry traditional Upfronts with fluidity across platforms? The industry is ripe for disruption, let’s discuss!
- Featuring
- Emily Brown Porter, SVP, Performance Media, EVERSANA INTOUCH
11:55 AM Pacific
2:55 PM ET
Roundtable: The Evolving Video Measurement Landscape & Alternative Currencies
With emerging measurement and transaction means available and adopted by major TV networks, gone are the days of a universal common denominator for buying. Some say it could get worse, before it gets better. Let’s discuss!
- Featuring
- Lance Demonteiro, VP, Digital & CTV Innovation, Horizon Next
11:55 AM Pacific
2:55 PM ET
Roundtable: Forget Last Click Attribution?
Is last-click attribution just an illusion of certainty, possibly leading to misallocated ad spend? Is it effective? How can marketers understand at a macrolevel what is truly driving business? Let's discuss!
- Featuring
- Jeff Biesman, CMO, National Debt Relief
12:40 PM Pacific
3:40 PM ET
Sponsor Lunch Presentation
1:30 PM Pacific
4:30 PM ET
Major League Baseball Spring Training Game
Golf at McCormick Ranch
Horseback Riding
6:30 PM Pacific
9:30 PM ET
Cocktail Party
Paradise Park Lawn
7:30 PM Pacific
10:30 PM ET
Dinner Reception
Paradise Park Lawn
Tuesday, 03/19
7:45 AM Pacific
10:45 AM ET
Coffee Service Available
Arizona Foyer
8:00 AM Pacific
11:00 AM ET
VIP 1:1 Meetings
Sunset Plaza
8:30 AM Pacific
11:30 AM ET
Breakfast Buffet Opens
Arizona Foyer
9:15 AM Pacific
12:15 PM ET
Sponsor Breakfast Presentation
Arizona Ballroom
9:35 AM Pacific
12:35 PM ET
Notes from the Emcee
- MC
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
9:45 AM Pacific
12:45 PM ET
Keynote: Balancing Brand and Performance Across Screens- The LifeLock Video Story
Delve into LifeLock’s approach to harmonizing brand-building efforts with performance-driven strategies across a robust video landscape. From Long Format and Direct Response to Short Form, OTT, and Online Video, prioritizing the audience first and the role of each channel to drive response. Gen Digital's Melissa Voeller and Steve Blackford will share how creative and media collaborate to achieve both long-term and short-term success, thus, illustrating how the synergy between brand and performance can coexist harmoniously – even if painful at times.
- KeynoteS
- Steve Blackford, Director, Offline Media & Identity, Gen Digital
- Melissa Voeller, Head of Global Integrated Marketing, Gen Digital
10:15 AM Pacific
1:15 PM ET
Case Study Q&A: Chili's Return to Media
Since 1975, Chili’s has been connecting good friends with good food. While the casual dining restaurant is a place where all are welcome and the fajitas always sizzle, the ads came to a pause in 2020. Breaking the hiatus in 2023, Chili’s re-entered mass marketing with sight, sound, and motion to invite guests back to dining rooms to enjoy burgers, crispers, margs, and sizzling fajitas. Chili's media director, Tim Forman, will share their journey that includes Boyz II Men, The Office Ladies, and a top 5 Daytona 500 finish.
- Interviewee
- Tim Forman, Media Director, Chili’s
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
10:35 AM Pacific
1:35 PM ET
Sponsor Spotlight & Coffee Break
11:05 AM Pacific
2:05 PM ET
Case Study: Gaming- the New Social for Gen Z & Beyond
For Gen Z and beyond, immersive social experiences are the new internet. Gaming and esports have long been overlooked by brands and advertisers, but Ally recognized the power of this medium, understanding the deep connections built within this space. While they have a long history in supporting gaming through their own builds in Minecraft and Animal Crossing, they're now building partnerships and experiences that meet the gamer where they are and allows them to understand the benefit of having an ally in your corner. Ally's Beth Woodruff will discuss how their gaming efforts have led to increased brand affinity and customer growth, while also future proofing their business.
- Presenter
- Beth Woodruff, Sr Director of Brand Strategy, Integration, Gaming & Innovation, Ally Financial
11:25 AM Pacific
2:25 PM ET
Keynote Q&A: Serving Up Peter Piper’s Multi Segmented Audience
Peter Piper Pizza… say that 5 times fast! That’s part of the fun for this game driven, family-friendly restaurant. Peter Piper Pizza, known for its value and entertainment experiences, recently launched a brand refresh to better reach their diverse guests. Peter Piper Pizza's CMO Genaro Perez, shares the strategy behind their series of new commercials that enables them to connect with customers in more culturally relevant ways.
- Interviewee
- Genaro Perez, Chief Marketing Officer, Peter Piper Pizza
- Interviewer
- Lisa Singer, Senior Director, Event Programming, MediaPost @LisaMSinger
11:55 AM Pacific
2:55 PM ET
Roundtable: WOW-ifying Video Impact
People today are being bombarded by video, and, consequently, skipping through content. How can marketers capture and maintain consumers' attention? What are the expectations and how are brands meeting them? Let's discuss.
- Featuring
- Gustavo Alvarado, Senior Manager, US Brand Marketing, Sony PlayStation
11:55 AM Pacific
2:55 PM ET
Roundtable: One Size Doesn't Fit All - How Are Marketers Holding Media Accountable to Deliver Upon KPIs?
What is the best way for brands and agencies to partner with measurement providers to “get it right”? How are you prioritizing KPIs, determining what media will meaningfully deliver upon goals, and, ultimately, how are you holding that media accountable?
- Featuring
- Mariel Moscatello, SVP, Group Director Investment, Havas Media Network
11:55 AM Pacific
2:55 PM ET
Roundtable: Reaching Younger Generations - Rethinking Your Brand Strategy
As Gen Z gains buying power, brands need to rethink their marketing strategies beyond millennials.
- Featuring
- Leyna Donaldson, Media Director, Zenith Media
- Megan Stinn, Lead, Social Strategy and Activation, Pet, The J.M. Smucker Co.
12:40 PM Pacific
3:40 PM ET
Sponsor Lunch Presentation
1:30 PM Pacific
4:30 PM ET
Golf at Camelback Golf Course
Hiking at Camelback Mountain
Pool Outing at the Resort
6:30 PM Pacific
9:30 PM ET
Cocktail Party
Rockbar Inc. (Shuttle leaves at 6:15pm SHARP)
7:30 PM Pacific
10:30 PM ET
Dinner Reception
The Herb Box Restaurant
Wednesday, 03/20
8:00 AM Pacific
11:00 AM ET
Breakfast Buffet Opens
Arizona Foyer
8:45 AM Pacific
11:45 AM ET
Sponsor Breakfast Presentation
Arizona Ballroom
9:00 AM Pacific
12:00 PM ET
Keynote: Co-Presentation: Meow Mix Brings a Classic Brand into Cultural Relevance
As the Only One Cats Ask for By Name®, Meow Mix has been a mainstay in cat food and culture for 50 years. JM Smuckers' Megan Stinn and Zenith Media's Leyna Donaldson, share how the brand has evolved its media and creative strategy to gain cultural relevance with today’s cat parents with the help of former boy bander JC Chasez.
- PresenterS
- Leyna Donaldson, Media Director, Zenith Media
- Megan Stinn, Lead, Social Strategy and Activation, Pet, The J.M. Smucker Co.
9:20 AM Pacific
12:20 PM ET
Case Study: Whitmer For Governor - Integrated Success Story
Gretchen Whitmer’s reelection media campaign in 2022 is a perfect example of GMMB’s integrated media approach. From the outset of the campaign, vp, paid media, Ryan Olson, shares their strategy to ensure their message reached voters despite the fragmented media landscape.
- Presenter
- Ryan Olson, Vice President, Digital Media Supervisor, GMMB
9:40 AM Pacific
12:40 PM ET
Panel: Breaking Through the Clutter to Reach Your Target Audience
In today’s over saturated TV/Video landscape, media buyers need to be more strategic than ever. How are brands getting their ads in front of the best audience at the best times? Audience-based buying vs content-based? Linear vs digital vs social or a combination of all? What creative is breaking through. Our panel of marketers discuss.
- Moderator
- Steve Smith, VP, Editorial Director, Events, MediaPost @popeyesm
- PanelistS
- Kevin Cahn, AVP, Head of Media COEs, Kepler
- Joyclyn Faust, VP, Advanced TV, Harmelin Media
- Matthew Kramer, Head of Global Media Investment, Media.Monks
10:10 AM Pacific
1:10 PM ET
Summit Concludes
The Scottsdale Resort @ McCormick Ranch