Brand Innovators Future of Content & Storytelling

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May 23, 2019

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Content marketing has come of age. Over the past few years, electronic publishing has evolved from a novelty to a core competency and crucial strategy for leading brands. From outsourcing to content marketing factories to building full-fledged newsrooms, brands are creating and distributing more content than ever, engaging their consumers in more authentic and emotional ways than they could ever have dreamed possible of doing only a few short years ago. In addition to investing more marketing dollars than ever in content marketing, cutting edge brand marketers are now viewing content marketing as a primary “top of funnel” marketing function, supporting all marketing initiatives. No longer a step-child, content marketing has become an integral piece of the marketing process, prominently reflected in the org charts and media spends of market leading brands. To learn more about how content marketing can drive your sales, enroll now for Brand Innovators Content Marketing in Los Angeles!

Brand Innovators Content Marketing is putting the marketing and media industries on review.

Featuring

AGENDA

This is a hybrid event. Access to our in-person programming is exclusively reserved for qualified brand-side marketers and active paying sponsors, while our virtual programming will be open to the public.

8:30am

Breakfast & Registration

9:15am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Pearl Tam, Senior Director of Cotent & Community, Brand Innovators
David Teicher, Editor & Chief Content Officer, Brand Innovators

Event Chair: Chad Donvito, Chief Marketing Officer, King’s Hawaiian

9:30am

Keynote – King’s Hawaiian

Chad Donvito, Chief Marketing Officer, King’s Hawaiian

9:55am

Fireside Chat

Chad Donvito, Chief Marketing Officer, King’s Hawaiian

10:10am

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.

Jessica Berlin, Senior Director of Digital Marketing, Beachbody
Bill Karz, Vice President, Digital Marketing, Los Angeles Tourism & Convention Board
Claire Knebl, Director of Marketing, Ritual

10:45am

Keynote – CNN

11:00am

Networking Break

11:15am

Keynote

Christopher Keenan, SVP & Executive Producer, Content Development and Production, Mattel

11:40am

Fireside Chat

Christopher Keenan, SVP & Executive Producer, Content Development and Production, Mattel

11:55am

Keynote – Viacom

12:10pm

Lunch

1:00pm

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderated by: Sarineh Croft, Senior Director of Sales, Tremor Video DSP

Scott Bishoff, Vice President, Digital, 20th Century Fox Film
Ricardo Briceno, Head of Brand Marketing – Hot Wheels, Mattel
Charlotte Mostaed, Director of Marketing, Pom Wonderful

1:35pm

OTT goes mainstream: A deep-dive into the preferences of the streaming generation

OTT has grown to make up a significant portion of all consumer time spent with media, and advertisers and content creators alike are now navigating uncertain and unchartered waters to better understand the sea change underway in how video content is consumed.

With no sign of OTT usage slowing down, OpenX teamed with the global consumer polling firm The Harris Poll to undertake the most comprehensive assessment of the OTT consumer completed to date. In this presentation, Dallas Lawrence, chief brand officer at OpenX, shares insights and key learnings from “The 2019 OTT Consumer Report.”

Dallas Lawrence, Chief Brand Officer, OpenX

1:55pm

Success Story

Whitney Atkinson, Digital Media Supervisor, AKQA
Rachel Shahvar, Brand Engagement Lead, Content, Clorox

Moderated by:Jason Kleinman, GM, Branded Content, TripleLift

2:10pm

Success Story

Charlotte Mostaed, Director of Marketing, Pom Wonderful

2:30pm

Fireside Chat

Charlotte Mostaed, Director of Marketing, Pom Wonderful

2:45pm

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.

Val Fishbain, Co-founder/President, Spread The Love

3:20pm

Networking Break

3:35pm

Keynote

Scott Bishoff, Vice President, Digital, 20th Century Fox Film

4:00pm

Fireside Chat

Scott Bishoff, Vice President, Digital, 20th Century Fox Film

4:15pm

Building Content Through Social Media & Influencer Marketing

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.

Greg Fass, Sr. Brand Manager, MeUndies
Katherine Miller, Sr. Manager, Social Media, Hot Topic
Jessica Rhoades, Content Marketing, Dreamscape Immersive

5:00pm

It’s a Wrap!

AGENDA

8:30am

Breakfast & Registration

9:15am

Welcome & Opening Remarks

Brandon Gutman, Co-Founder, Brand Innovators
Marc Sternberg, Co-Founder, Brand Innovators
Pearl Tam, Senior Director of Cotent & Community, Brand Innovators
David Teicher, Editor & Chief Content Officer, Brand Innovators

Event Chair: Chad Donvito, Chief Marketing Officer, King’s Hawaiian

9:30am

Keynote – King’s Hawaiian

Chad Donvito, Chief Marketing Officer, King’s Hawaiian

9:55am

Fireside Chat

Chad Donvito, Chief Marketing Officer, King’s Hawaiian

10:10am

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.

Jessica Berlin, Senior Director of Digital Marketing, Beachbody
Bill Karz, Vice President, Digital Marketing, Los Angeles Tourism & Convention Board
Claire Knebl, Director of Marketing, Ritual

10:45am

Keynote – CNN

11:00am

Networking Break

11:15am

Keynote

Christopher Keenan, SVP & Executive Producer, Content Development and Production, Mattel

11:40am

Fireside Chat

Christopher Keenan, SVP & Executive Producer, Content Development and Production, Mattel

11:55am

Keynote – Viacom

12:10pm

Lunch

1:00pm

Amplification: Pouring the Gas on Content with Distribution Tactics and Paid Media

Marketers today know that content is king when it comes to engaging consumers and helping them get to know your brand. But content creation is only the first step. If consumers don’t see the content you create, it can be an investment lost. You want your content marketing efforts to lead to new customers or conversions. The queen to your content king is distribution. Distribution efforts not only amplify your content so consumers will see it but provide a means to measuring ROI. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. What is the ROI of content marketing vis-à-vis other media? How can you enhance the ability of your content marketing to deliver more tangible results? What are the best avenues of distribution and paid media to enhance your content marketing efforts? Leading brand marketers share their insights.

Moderated by: Sarineh Croft, Senior Director of Sales, Tremor Video DSP

Scott Bishoff, Vice President, Digital, 20th Century Fox Film
Ricardo Briceno, Head of Brand Marketing – Hot Wheels, Mattel
Charlotte Mostaed, Director of Marketing, Pom Wonderful

1:35pm

OTT goes mainstream: A deep-dive into the preferences of the streaming generation

OTT has grown to make up a significant portion of all consumer time spent with media, and advertisers and content creators alike are now navigating uncertain and unchartered waters to better understand the sea change underway in how video content is consumed.

With no sign of OTT usage slowing down, OpenX teamed with the global consumer polling firm The Harris Poll to undertake the most comprehensive assessment of the OTT consumer completed to date. In this presentation, Dallas Lawrence, chief brand officer at OpenX, shares insights and key learnings from “The 2019 OTT Consumer Report.”

Dallas Lawrence, Chief Brand Officer, OpenX

1:55pm

Success Story

Whitney Atkinson, Digital Media Supervisor, AKQA
Rachel Shahvar, Brand Engagement Lead, Content, Clorox

Moderated by:Jason Kleinman, GM, Branded Content, TripleLift

2:10pm

Success Story

Charlotte Mostaed, Director of Marketing, Pom Wonderful

2:30pm

Fireside Chat

Charlotte Mostaed, Director of Marketing, Pom Wonderful

2:45pm

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.

Val Fishbain, Co-founder/President, Spread The Love

3:20pm

Networking Break

3:35pm

Keynote

Scott Bishoff, Vice President, Digital, 20th Century Fox Film

4:00pm

Fireside Chat

Scott Bishoff, Vice President, Digital, 20th Century Fox Film

4:15pm

Building Content Through Social Media & Influencer Marketing

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.

Greg Fass, Sr. Brand Manager, MeUndies
Katherine Miller, Sr. Manager, Social Media, Hot Topic
Jessica Rhoades, Content Marketing, Dreamscape Immersive

5:00pm

It’s a Wrap!

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IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors, who may send you relevant information about marketing and media innovation, from time-to-time.  You may opt-out at any time, by emailing meghan@brand-innovators.com.
By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors from this session including AWS, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time, by emailing meghan@brand-innovators.com.
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You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
Braze may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By checking here, you acknowledge The Trade Desk’s Privacy Policy and agree to receive marketing communications about our products and services. You may opt out anytime.
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
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By completing this form you will be registered for all three days.
By completing this form you will be registered for all three days.
NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

YOUR INFORMATION

IBM may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
Braze may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By checking here, you acknowledge The Trade Desk’s Privacy Policy and agree to receive marketing communications about our products and services. You may opt out anytime.
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors from this session including AWS, IWA and Braze, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time, by emailing meghan@brand-innovators.com.
By registering for our Brand Innovators Livecasts, you are opting in and agreeing to share your contact information with our sponsors from this session, including AWS and IBM Watson, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time by emailing meghan@brand-innovators.com.

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By completing this form you will be registered for all three days.
By completing this form you will be registered for all three days.
NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

YOUR INFORMATION

IBM may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
IBM Privacy Statement. By submitting this form, I acknowledge that I have read and understand the IBM Privacy Statement.
Braze may use my contact data to keep me informed of products, services and offerings:
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By checking here, you acknowledge The Trade Desk’s Privacy Policy and agree to receive marketing communications about our products and services. You may opt out anytime.
You can withdraw your marketing consent at any time by submitting an opt-out request. Also you may unsubscribe from receiving marketing emails by clicking the unsubscribe link in each email.
More information on our processing can be found in the
Braze Privacy Statement. By submitting this form, I acknowledge that I have read and understand the Braze Privacy Statement.
By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors, who may send you relevant information about marketing and media innovation, from time-to-time.  You may opt-out at any time, by emailing meghan@brand-innovators.com.
By registering for our Brand Innovators Livecasts, you are opting in and agreeing to share your contact information with our sponsors from this session, including AWS and IBM Watson, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time by emailing meghan@brand-innovators.com.

IBM Privacy Statement: http://www.ibm.com/privacy/us/en/ By submitting this form, I acknowledge that I have read and understood the IBM Privacy Statement.
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NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

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By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors, who may send you relevant information about marketing and media innovation, from time-to-time.  You may opt-out at any time, by emailing meghan@brand-innovators.com.
By registering for our Brand Innovators Livecasts, you are opting in and agreeing to share your contact information with our sponsors from this session, including AWS and IBM Watson, who may send you relevant information about marketing and media innovation, from time-to-time. You may opt-out at any time by emailing meghan@brand-innovators.com.

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By registering for our Brand Innovators Livecasts and Webinars you are opting in and agreeing to share your contact information with our sponsors, who may send you relevant information about marketing and media innovation, from time-to-time.  You may opt-out at any time, by emailing meghan@brand-innovators.com.
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