A Friday right before the holidays? No wonder they’re all smiles.
The program–packed with brand marketing leaders from companies like PepsiCo, Electronic Arts (EA) and Estée Lauder–went by in a blur. So instead of our usual more lengthy approach, we’ll leave you with a succession of rapid-fire quotes from the thoughtful people who graced our stage there.
Meghan Taylor, VP Brand & Creative, Freshly on what loyalty has to mean: “When it comes to achieving brand loyalty, you need to focus on providing value beyond just your product.”
Meghan Taylor of Freshly
Belinda Smith, Head of Global Marketing Intelligence, Electronic Arts (EA) on in-housing: “In-housing is not new. Brands have long brought other services in house. Accounting, legal, etc. The creative and media services are just the latest. But it’s not a new idea.”
Belinda Smith, Head of Global Marketing Intelligence, Electronic Arts (EA) with moderator Stan Bashmashnikov, Director of Pre-Sales, Tubular Labs
Mike Scafidi, Director of Marketing & Ad Technology and Data Strategy, PepsiCo on developing internal agency chops when in-housing: “It’s not going to be one size fits all when it comes to agency relationships … Agencies will become more agile and nimble in their approach but more sophisticated and strategic in their solutions.”
Mike Scafidi, Director of Marketing & Ad Technology and Data Strategy, PepsiCo (center) with Scott Lepkofker, Director of Buyer Development, OpenX (left) and Carrie Lindsay, Group Director, Initiative (right)
Betsy Paynter, Media Director, Heineken on the brand’s Heineken 0.0 non-alcoholic brew: “It’s not news: beer is in decline. Consumers are becoming more aware of non-alcoholic experiences. How can a legacy beer brand stay relevant? One way is to remove the alcohol. Heineken 0.0 is driving penetration and category growth for us.”
Betsy Paynter, Media Director, Heineken (r) with Kevin Wassong, Chief Marketing Officer, Nexstar Media Group, Inc.
Jeff Giacchetti, US Digital Media & Marketing Lead- Laundry and Home Care, Henkel on the future of media: “Media consumption is more fragmented than ever.”
Jeff Giacchetti, US Digital Media & Marketing Lead- Laundry and Home Care, Henkel (center) with Paula Connard, SVP Data, Horizon Media (left) and Katie Barrett, Sr Manager, Client Partnerships, Samba TV
That’s a wrap, people. We’ll see you next year. Or shall we say: we’ll see you on January 6 in Las Vegas.
To learn more about this and other Brand Innovators events, go here.
(Thanks yet again to my colleague Kat Papera for the fab photos.)
