8:30am
Breakfast
9:00am
Welcome
Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
David Teicher, Chief Content Officer, Brand Innovators
Host: Ted Rubin, Social Media Strategist, Acting CMO, Brand Innovators, author of Return on Relationship
Event Co-Chair: John Starkweather, AVP, Brand & Advertising, AT&T
9:15am
Opening Remarks
9:25am
Content Marketing 2.0: From Boardroom to Newsroom
There’s no doubt about it. Content marketing has gone mainstream. Over the past few years, content marketing has evolved from a novelty or step-child within the marketing department to a core competency or crucial strategy for Fortune 500 brands. In addition to investing more marketing dollars than ever in content marketing, leading brands are now viewing content marketing as a dedicated “top of funnel” marketing function, supporting all marketing initiatives. Content marketing has become an integral piece of the marketing process, prominently reflected in the org charts of forward thinking brands. Hear firsthand how a strong content marketing strategy can drive a strong brand strategy.
Moderator: Stephen Hunton, SVP, Partner, Digital Engagement, FleishmanHillard
Joy Hays, Chief Storyteller & Social Strategist, AT&T
Ivonne Kinser, Director of Digital Strategy & Innovation, Avocados from Mexico
10:00am
People, Partnerships, and Production: Three Routes To Creating Compelling Content
Creating content and creating good content that people want to share and evokes an emotional impact are two very different matters. Three major approaches have emerged through which brand marketers can develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by meeting the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is ‘advertainment,’ informative, or otherwise relevant to people’s lives and interests.
Moderator: Andrew Furman, VP, West and Central, Outbrain
Jonathan Bird, Senior Manager, Creative Development & Production, American Airlines
Katharine Fife, Manager, Consumer Digital Marketing, Mary Kay
Kirk Heinlein, Director – Marketing Communications, Global Markets Advertising, AT&T
10:35am
Networking Break
10:50am
Success Story
Neil Barlow, Director, Enterprise Tech, NewsCred
11:10am
Keynote — The Power of Letting Go
Marketers and brands have perfected techniques, tools, and software geared toward getting customers to take a specific set of actions. But it’s important to focus not only on what you want customers to do, but how you’d like them to feel. The problem is, mega brands aren’t always great at connecting at the emotional level. People are more likely to connect with other people, not brands.
Additionally, consumers have become numb to traditional marketing as their trust in peers, social networks and industry experts has increased. Marketers have tremendous upside in creating valuable content, enabling the most effective partners and vessels for delivery and then stepping out of the way to allow this value exchange to occur naturally.
Alicia Dietsch, Vice President, Marketing Communications, AT&T
11:40am
Fireside Chat
Alicia Dietsch, Vice President, Marketing Communications, AT&T
Q&A conducted by: Jessica Hoenes, Regional Vice President, Midwest, Dstillery
12:00pm
Keynote
Katie Burns, Director, Adsmovil
12:30pm
Lunch
1:30pm
Fireside Chat
Nicole Smith, Chief Marketing Officer, Dallas Wings
Q&A conducted by: Natasha Morgan, VP Marketing, Umbel
1:55pm
Brands as Editors
Let’s face it; there’ s a lot of content out there on the world wide web — maybe too much. Especially, now that every brand is a “publisher.” Breaking through the clutter has become more essential than ever, which is why brands need to think more like editors, creating compelling, interesting, and engaging content and experiences for consumers. Great content must resonate with consumers, in order for them to believe it, share it, and reflect positively on your brand. Learn how leading brands are learning to act and think like editors and what it takes to build a virtual (or actual) newsroom, and consistently publish first-rate editorial.
Douglas Kwong, Digital Director, Cici’s Pizza
Ashwin Nathan, Head of Marketing and Conversion, North America E-commerce, PepsiCo
Vince Pai, Director of Communications, Big Data, AT&T
2:30pm
Networking Break
2:50pm
Culture is Key
Take a look at how the changing cultural landscape presents a key moment in time for marketers to zero in on the critical passion points that move the masses to action. We’ll walk through some examples of what AT&T is doing in this area as they lead the way into a new multicultural economy. AT&T has been recognized consistently as a leader in Diversity & Inclusion. This presentation will share how the Fortune 10 company continues to successfully tell that story and capture the hearts and minds of this new, un-wired, digital and global society.
L. Michelle Smith, Director, Public Relations AT&T Global Marketing Organization
3:15pm
Fireside Chat
L. Michelle Smith, Director, Public Relations AT&T Global Marketing Organization
Q&A conducted by: Katie Burns, Director, Adsmovil
3:35pm
Life at the Intersection of Content and Commerce
The intersection of digital content and commerce is reshaping the marketing industry globally. Until recently content and commerce existed in separate silos, creating disjointed customer experiences. The swift increase of mobile technology, along with the implementation of user-generated content into creative marketing campaigns has changed the game completely. Today, leading brands from a variety of industries are using compelling content to drive commerce online and people into stores. They are creating seamless, relevant experiences that not only inspire consumers, but also delight them enough to take action.
Moderator: Michael Hilker, Director, Rocket Fuel
Shani Belisle, Director of Digital Media & Emerging Technology, AT&T
Whitney Kempf, Sr. Social Media Strategist, Corporate Digital Marketing, Mary Kay
4:10pm
It’s a wrap!
