iMedia Summit

iMedia Brand Summit, February 2013 - Agenda

2013 iMedia Brand Summit Schedule

 

Saturday, February 2nd: Arrival Day

7:00pm - 9:30pm

Dinner and Reception (Brand Marketers Only)

 

Sponsored by:

Sunday, February 3rd: Arrival Day

8:30am - 9:30am

Breakfast (Brand Marketers Only)

 

Sponsored by:

9:30am - 12:00pm

Brand Marketer-Only Meeting

12:00pm - 1:00pm

Lunch (Brand Marketers Only)

 

Sponsored by:

1:00pm - 3:00pm

Brand Marketer-Only Meeting

3:00pm - 8:00pm

Registration Desk Open

 

Sponsored by:

4:45pm - 6:00pm

Sponsored Presentation (Brand Marketers Only)

6:00pm - 9:00pm

Welcome Reception / Super Bowl Party

 

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Monday, February 4th: Opening Day

Summit WiFi

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

 

Sponsored by:

9:30am - 9:45am

Welcome by Summit Host

Bob Thacker, Former CMO, OfficeMax, Target & Sears

9:45am - 10:05am

Keynote: Macy's: 150+ Years of Customer Centricity

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Julie Bernard, GVP, Customer Centricity, Marketing & Advertising, Macy's Inc.

10:05am - 10:15am

Conversations with the Keynote

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10:15am - 10:30am

Case Study: Making the Moment of Truth Matter via Social Archetyping� - The Jack Daniel's Social Story

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Cordell Lawrence, Jack Daniel's - Global Community Manager, Brown-Forman Corp.

Tom Troja, CEO, The Social Symphony

10:30am - 11:00am

Table Talks

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Defining Native Advertising

Brandie Feuer, Director of Marketing, Bath & Body Works


The Truth About "Big Data"

Mark Naples, Partner, WIT Strategy


Taking Control of Your Brand's Programmatic Future

Doug Weaver, Founder & CEO, Upstream Group/iMedia Senior Analyst


Channel Specific Budgeting: Today vs. Yesterday

Jennifer Wainwright, Channel Marketing Manager, Ashland (Valvoline)

11:00am - 11:15am

Networking Break

 

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11:15am - 12:15pm

Master Tracks



A: When the Music Stops: Marketers Speak Out About Vendor Consolidation

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Sellers' Track

Kate Alini, Social Media & Emerging Technologies Manager, BMW of North America, LLC

Debra Lechner, AVP, Marketing, Farmers Insurance Group

Gary Milner, Director, Global Digital Marketing, Lenovo USA

Mark Mitchell, Executive Director - Digital Media, SPEED/Fox Sports

Session Leader: Doug Weaver, Founder & CEO, Upstream Group/iMedia Senior Analyst


B: Bridge the Gap: Connecting Discussion to Decision

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Lisa Bradner, Chief Strategy Officer, Shopper Sciences

Marie Dumesnil, Director, Interactive Marketing, Aramark Parks and Destinations

Additional Speakers TBA

Session Leader: Kevin Ryan, CEO, Motivity Marketing


C: Moment of Truth is Dead: The Blending of Interactions & Transactions in an Omni-Channel World

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Tricia Nichols, Global Lead of Consumer Engagement, Media & Partnerships, the GAP

Liwanag Ojala, VP, eCommerce, Meijer, Inc.

John Stichweh, Director, Digital/Social Shopper Marketing, ConAgra Foods

Session Leader: Brian LeCount, Director, Insights & Planning, POSSIBLE

12:15pm - 1:00pm

Lunch (boxed)

 

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1:00pm - 2:50pm

 

 

Sponsored by:

 

A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.

2:50pm - 6:00pm

Free Time/Recreation

6:00pm - 7:00pm

Cocktail Reception

 

Sponsored by:

7:00pm - 8:30pm

 

Dinner

 

Sponsored by:

Tuesday, February 5th

Summit WiFi

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers Only)

8:00am - 9:00am

The Upstream Seller Breakfast at iMedia: Scarecrow Objections: What Buyers Say When They Just Don't Want to Deal With You

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Doug Weaver, Founder & CEO, Upstream Group

 

Sponsored by:

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

9:30am - 9:40am

Opening Remarks by Summit Host

Bob Thacker, Former CMO, OfficeMax, Target & Sears

9:40am - 10:15am

Keynote: Brands, Content and the Moment of Truth: The Agile Approach to Unlock Brand Growth

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Jim Cuene, Director, Interactive Marketing, General Mills

10:15am - 10:30am

Insight Presentation: CES Rundown: The Technologies Driving Consumer Behaviors

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David Berkowitz, VP Emerging Media, 360i

10:30am - 11:00am

Panel Discussion: Vetting Technology Partners & Emerging Platforms

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Michael Hammer, Senior Director, Venture Capital Strategy, PepsiCo

Darren Herman, Chief Digital Media Officer, Kirshenbaum Bond Senecal + partners & The Media Kitchen

Ian Sigalow, Co-Founder & Partner, Greycroft Partners

Moderator: Mark Silva, CEO & Founder, Ryse.co

11:00am - 11:15am

Networking Break

11:15am - 11:45am

Spotlights



A: The Device Daypart: How Multiscreen Consumption is Redefining the Daypart

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B: Shining Light on Dark Brands: Measuring and Influencing Brand Awareness Online

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C: Getting Closer to the Shopper

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11:45am - 12:00pm

Networking Break

12:00pm - 12:30pm

Spotlights (Repeated)

12:30pm - 1:30pm

Lunch

 

Sponsored by:

1:30pm - 1:45pm

Case Study: Spend Smart: How LasikPlus's Focus on Attribution Optimizes its Digital Media Mix

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Kimberly Demaree-Epple, VP of Marketing & Advertising, LasikPlus

Drew McKenzie, Director of Digital Strategy, Empower MediaMarketing

1:45pm - 2:30pm

Closing Panel & Collaborative Content: "2012 iMedia 25"

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Alix Hart, VP, Paid & Earned Media, Best Buy

Adam Kmiec, Director, Global Digital Marketing & Strategy Media, The Campbell Soup Co.

Patrick McLean, VP, Digital Brand Strategy, Capital One

Charlie Taylor, GM, Director, Digital Marketing, Volkswagen of America, Inc.

Ken Thewes, CMO & SVP, Regal Entertainment Group

Moderator: Christian Arens, GM/Publisher, iMedia Connection

2:30pm - 4:50pm

Free Time

4:50pm - 6:40pm

 

 

Sponsored by:

A by-appointment networking program for buyers and sellers, during which each has an opportunity to participate in a series of 10-minute introductory meeting.

 

6:40pm - 9:00pm

Casino Night Party

 

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Wednesday, February 6th: Departure Day

Schedule subject to change. Please check back often for updates.

Live and text Q&A session with the keynote speaker.

Table Talks is an open time for organized discussions, fostering collaboration, interaction, and knowledge exchange. You will discuss key topics affecting the digital marketing industry today in roundtables with your peers, including brand marketers, publishers, and technology service providers.

You will select one of four discussion topics, with tables for each collected into four quadrants of the room. Each quadrant has a "guide," who will act as a source for questions about the topic, and help foster the conversation should you get stuck.

We welcome you to tweet your discussion points using #iMediaSummit.

Discussion topics include:

  • Defining Native Advertising
  • The Truth About Big Data
  • Taking Control of Your Brand's Programmatic Future
  • Channel Specific Budgeting: Today vs. Yesterday

Defining Native Advertising

Guide: Brandie Feuer, Director of Marketing, Bath & Body Works

What is native advertising? Is it just a new name for branded sponsorship? What are the challenges to implementing native advertising, i.e. ad standards, content integration, and brand integrity? Do people even realize the content is from the brand? Does it scale? Does it increase ROI? Does content marketing warrant it's own team?

The Truth About "Big Data"

Guide: Mark Naples, Partner, WIT Strategy

With so many tools available now to inform buys, what kind of value are brands really looking for today from these tools? How are marketers managing or planning to manage this space between internal resources and partners? Does the collection of big data really translate into scalable and actionable revenue-driving strategies?

Taking Control of Your Brand's Programmatic Future

Guide: Doug Weaver, Founder & CEO, Upstream Group / iMedia Senior Analyst

Where does a brand's programmatic buying brain live? Are these truly marketer priorities and being closely managed in-house, or should they be left up to agencies to do whatever gets the best value? How is programmatic buying informing the rest of the media buy? Programmatic buying of audiences devalues the importance of quality content and thereby devalues the web as a brand environment � agree or disagree? How do marketers identify and differentiate amongst the various platforms and technologies, and decide what's the best fit for a brand?

Channel Specific Budgeting: Today vs. Yesterday

Guide: Jennifer Wainwright, Channel Marketing Manager, Ashland (Valvoline)

Are the days when there's a "mobile budget" or a "social budget" quickly disappearing? How differently are marketers allocating spend today vs. a year ago vs. three years ago; and what are the trends? How do marketers get executive buy-in on budgets as these shifts are happening? What are the roadblocks? Are some catch phrases easier to get approval on than others, i.e. mobile vs. display? Who owns the technology buy? When it comes to investing in innovation, is the 70/20/10 rule made popular by Coca-Cola the only way to go?

Yes, most all forms of digital marketing will continue to grow at a strong and steady pace. But if you think that means your site, network, technology or service automatically gets a share of that growth, think again. As digital marketing gets serious, marketers and their agencies are increasingly tightening the circle of trust, and the refrain of the day is "Do Bigger Things with Fewer Partners." How will selling change once the age of "test everything" comes to a close? How do marketers decide who makes the cut? And if you're on the outside looking in, what should you do to get your offering considered at all? Upstream Group CEO and iMedia senior analyst Doug Weaver leads a frank, focused and highly interactive discussion with leading marketers.

The role that directive behavior (search) and discussion (social media) play in the crucial moments of truth during the desired action process is enormous. This role is the subject of much theory but little practical knowledge and application. Whether online or offline the modern marketer will need to know exactly how discussion subject matter maps to purchase behavior. We know people trust their friends yet the link between social and search is a mystery to many. This master track centers around taking the plethora of conversion data that exists in search reporting and mapping that to subject matter analysis in social spheres. This would tell us not only what people are buying but what they're thinking about that leads them to desired actions.

Join this Master Track to learn:

  • A practical education about how search and social are working together
  • The optimization of consumer engagement and purchase through search and social

A major disruption in the retail and shopper marketing landscape is underway. Driven by the rapid adoption of mobile and social technologies, consumer shopping behaviors are changing and accelerating. Today, we can research, compare, buy, experience and share a brand and its products wherever and whenever we want. The path to purchase is collapsing, and the brand and retailer experiences within it now take place both within and far outside the brick and mortar retail store. The traditional brand and shopper marketing silos that are separately focused on pre-shop, shopping and post-shop experiences just don't work anymore. Both retailers and manufacturers are at risk of declining share of wallet and loyalty by maintaining these silos, and the time for blending these functions is here.

It's time to evolve from a focus on separate channels and individual moments of truth to an omni-channel strategy that recognizes that the time between interactions and transactions is rapidly shrinking.

Moderated by Brian LeCount, director of insights and planning at WPP-owned global digital agency POSSIBLE, this panel discussion brings leading brand, shopper and retail marketing executives together from the GAP, ConAgra Foods and Meijer to explore these changes, share new digital segmentation research conducted by ConAgra Foods and introduce an integrated omni-channel strategy you can use to drive volume, protect share and grow loyalty.

Often marketers focus on digital marketing platforms to connect with their consumers at their moments of truth. At CES though, it's all about technological devices bringing people together.

Stemming from his experience presenting at CES 2013 and touring the show with some of the world's top brands, 360i Vice President of Emerging Media David Berkowitz will provide an overview of how consumers are adopting the latest technologies and what this means for today's biggest marketers. He'll cover the latest trends, what does and does NOT matter for marketers, and some fun technologies to look out for. Marketers will walk away with a solid grasp on how to best connect with their consumers at the right time with the right message� and on the right device.

By 2017 Gartner predicts CMOs will spend more on technology solutions than CIOs. This shift punctuates the growing need for articulating the brand marketer's technology agenda. What's your thesis for selecting new platforms to transform your marketing and markets? Do you have a process for vetting dozens of prospects in emerging spaces to find the best fit for you? What's the role of your agencies in this area? This session assembles veteran executives from brand, media and venture capital to share their frameworks, examples, tools and perspectives on vetting technology and emerging platforms.

This year's iMedia 25, a list of today's most influential up-and-coming digital marketing luminaries, recognizes those who have distinguished themselves as key influencers in the industry. Nominated by a board of their peers, these emerging talents embody the innovative, entrepreneurial spirit that pushes digital marketing to new levels of success.

This session features a group of 2012 iMedia 25 winners who have had particular success connecting with consumers across their "Moments of Truth." From initial engagement to point of purchase, across many devices and platforms, these marketers lead innovative trends and embrace innovation in their strategies and ideas.

LasikPlus, a national provider of laser vision correction services, knew it faced a difficult task in proving the effectiveness of its online spend. The complexity of the online display marketplace and the lack of a single, industry-wide approach to effectiveness metrics can make it tough to defend a brand's digital spend with executives.

It takes more than a "gut feeling" to justify spending across search and display advertising. Join LasikPlus and Empower MediaMarketing to learn how their partnership created a single definition of success to prove out the true impact of LasikPlus' digital spend.

Attendees will learn:

  • Why attribution is ultimately important to brand media managers and senior management
  • How attribution allows for better optimizations for you and your agency partners
  • The results and insights LasikPlus achieved from its attribution studies

What is the brand going to say in that moment of truth� of interaction with people? How does a brand be truly meaningful, interesting and fun? How does a brand know what to write, to say, to be� everyday, day after day after day? Like many brands, Jack Daniel's, who is known for their storytelling, struggled with how to transition this storytelling expertise into a social environment. At end of 2011, they worked with The Social Symphony to fully form a multi-dimensional social voice that connects with people at a deeper, more meaningful level. In 2012, the results went off the charts.

Jack Daniel's has since performed incredibly well based on building a human voice and meaningful relationships day after day. Results from eMarketer show powerful engagement for Jack, passing all spirit brands. Jack Daniel's will share how they tell stories while Social Symphony will discuss the process that drove these results.

Companies do not make it to be 150+ years old unless they truly have customer centricity as an essential aspect of their DNA. Focus on the customer has always been a priority for Macy's, as evidenced by its well-documented initiative called My Macy's. In addition to gathering valuable insights from its field organization, Macy's leverages its customer database as a critical strategic asset, not only to inform an overarching customer strategy, but also to enhance omni-channel decision-making not only in marketing and loyalty, but in merchandising, product development and service. For Macy's, it's not about buzz words like "big data" as much as it is about drawing meaningful customer insights, acting upon them quickly and measuring the results on a by-customer basis in stores, online and everywhere the customer happens to be.

Not getting the business is actually not the worst thing in the world. What's far worse is following a false sense of promise and jumping hurdle after hurdle only to learn you never had a chance in the first place. In this highly-interactive seller-focused session, Upstream Group CEO and iMedia senior analyst Doug Weaver will call out the false objections and talking points that too-often lead sellers astray, wasting valuable time and resources. He'll also point out how these cycles of deceit can be positively disrupted in order to drive more meaningful interaction. Join us early for this provocative breakfast session, as seating will be limited.

Did you know that paid search is now offered next to the buy button on retail sites that carry your products? There is now a real-time marketplace, known as the Retail Search Exchange, where brands place bids to seamlessly influence shoppers with relevant product information at the moment of truth - while their minds are open and wallets are out. "Ads" on the Retail Search Exchange don't look like ads. They are listed first in search, featuring product listings that include rich information, such as product image, price and ratings. Learn how to put your brand message in front of active shoppers in formats that actually facilitate the shopping experience.

Learn how brands like Graco influence their shoppers across a retail network that includes leading ecommerce retailers such as Toys "R" Us, Babies "R" Us and Sears.

This session will include:

  • Ways brands can deliver targeted media to qualified customers at the most influential time in the purchase cycle, and how a new network of big ecommerce pioneers are helping to make this happen
  • Brand case studies and campaign performance data
  • Strategies that provide transition-level campaign insights and brand metrics like Share of Voice and Awareness Lift

While many marketers struggle to incorporate the rapidly-growing set of social media options into their marketing mix, smart marketers experiment fast to jump start brand growth. By adopting the best of the agile methodology and embracing tech innovators, General Mills sprints to find signals in the noise, the consumer truths that could unlock growth.

The "long tail" of the internet means there's unlimited shelf space, which is good news for brands and products. But infinitely long shelves also mean that there are dark and dusty corners � and sometimes that's where your brand lives, in a place without much light. Surprisingly, brick-and-mortar brand popularity doesn't guarantee the spotlight.

Measuring online "clutter" and "opacity" presents a unique challenge and opportunity, and brands require an online marketing approach that is different from other media. We need tools to enhance our understanding of branded moments of truth. In this session, we will present current research into measurement of attention and engagement. Specifically, we will focus on brands in consumer electronics, health and beauty and CPG verticals. Using point-of-sale data from millions of online shopping sessions, we can create indices of product "discoverability" based on number of products available online, product page views and consumer purchases. These case studies enhance our understanding of online brand engagement from awareness through consideration and purchase.

It's no secret that multi-screen audiences are the new normal. Yet despite knowledge that two thirds of consumers are utilizing multiple devices throughout the day, agencies and publishers continue to buy and sell advertising in media silos, creating confusion about when to reach the right audience on the right device at the right time. Together with Nielsen, Collective focused its attention on redefining the traditional daypart and determining the effects it will have on the advertising industry.

Come learn how a Fortune 100 cookie brand used multiscreen dayparting to reach consumers on different devices in various contexts. This case study will examine how this strategy affected awareness and brand lift. We'll also explore how the daypart for multiscreen can used to better understand today's advertiser.

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