iMedia Summit

iMedia Breakthrough Summit, October 2013 - Agenda

 

2013 iMedia Breakthrough Summit Schedule

 

Saturday, October 19th: Arrival Day

Mobile Bootcamp

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Please Note! Mobile Bootcamp is open to brand marketer & agency executive guests only

6:30pm - 9:30pm

Mobile Bootcamp Cocktail & Dinner Party

Sunday, October 20th: Arrival Day

Mobile Bootcamp

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Please Note! Mobile Bootcamp is open to brand marketer & agency executive guests only

8:30am - 9:30am

Breakfast & Sponsored Presentations

9:30am - 9:50am

Welcome by Mobile Bootcamp Host: "State of the Industry"

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Gene Keenan, Special Mobile Consultant, Four Seasons Hotels

9:50am - 10:20am

Mobile Bootcamp Opening Keynote: "Inspiring Innovation in the Mobile Space"

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Ed Kaczmarek, Director of Innovation & Emerging Technology, Mondelez International

10:20am - 10:30am

Q&A with Keynote

10:30am - 10:45am

Roundtable Discussions

10:45am - 11:05am

Mobile Commerce: "Will the Real Mobile Wallet Please Stand Up (or at least Stand Out)?"

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Philip Hendrix, Founder & Director, immr

11:05am - 11:20am

Case Study: "How to Monetize in Mobile"

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Tanja Omeze, Marketing & Business Development Director, Verizon Wireless

11:20am - 11:35am

Creativity in Mobile: "Reaching across Devices"

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Eric Franchi, Co-Founder, Undertone

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

11:35am - 11:50am

Roundtable Discussions

11:50am - 12:05pm

Case Study: "How Cinemark & Urban Airship Drive Engagement with Mobile Rewards"

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Bob Garcia, Director of Agency Programs, Urban Airship

Allison Jernigan, Director, Revenue Marketing Programs, Cinemark Theatres

12:05pm - 1:30pm

Lunch & Sponsored Presentations

1:30pm - 1:45pm

The Cookie is Crumbling: "Audience Recognition Crisis in Mobile"

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Ed Chater, VP Media Operations, Somo Ltd

James Lamberti, VP & GM, AdTruth

1:45pm - 2:00pm

Case Study: "How PepsiCo & Team Built a Multi-Faceted Campaign to Launch 'Kickstart' on Mobile"

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Tom Hammer, VP, Advertising Sales, Rhythm NewMedia

Jeremy Siegel, Account Mobile Lead for PepsiCo, OMD

2:00pm - 2:15pm

Roundtable Discussions

2:15pm - 2:35pm

Case Study: "A Deep Dive Into the User Experience"

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Michelle Berryman, Director of Experience Design Services, THINK Interactive

Matt Thompson, Director, Digital & eCommerce, Kroger

2:35pm - 2:55pm

Mobile Bootcamp Closing Keynote: "Creating Emotional Moments on Mobile"

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Brian Wong, Co-Founder & CEO, Kiip

2:55pm - 3:30pm

Host Wrap-Up

Breakthrough Begins

3:00pm - 8:00pm

Registration Desk Opens

5:00pm - 5:45pm

iMedia Seller Crash Course: "Making the Most of Your Summit Experience"

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David Shadpour, VP Emerging Media, Royal Wine

5:45pm - 7:00pm

Sponsored Presentation (Brand Marketers & Agency Executives only)

7:00pm - 9:00pm

Welcome Reception

Monday, October 21st: Opening Day

Summit WiFi

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

 

Sponsored by:

9:30am - 10:15am

Welcome by Summit Host & Opening Keynote: "Has the Digital Revolution Left Your Brand in an Identity Crisis?"

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Adam Broitman, VP Global Digital Marketing, MasterCard

10:15am - 10:45am

Insight Presentation: "The Great Rewrite"

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Leonard Brody, Founder, GrowLab

10:45am - 11:00am

Cannes Lions Grand Prix Win: "The Beauty Inside"

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Joshua Brandau, VP of Media Strategy, Pereira & O'Dell

Billie Goldman, Partner Marketing, Intel

11:00am - 11:15am

Networking Break

 

Sponsored by:

11:15am - 12:15pm

2013 iMedia Next Wave Showcase: "Data, Analytics, & Performance"

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Finalists: Jeff Bander, President, Sticky

Michael Mathieu, Chairman & CEO, SET Media

Fred McIntyre, CEO, awe.sm

Joe Zahtila, GM, North America, Qriously

Moderator: Jessica Joines, Co-Founder, DMR

12:15pm - 1:00pm

Lunch (boxed)

1:00pm - 2:50pm

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

 

Sponsored by:

2:50pm - 6:30pm

Extended Networking Break

6:30pm - 9:00pm

Cocktails & Dinner

 

Sponsored by:

Tuesday, October 22nd

Summit WiFi

 

Sponsored by:

8:00am - 9:00am

Sponsored Presentations & Breakfast (Brand Marketers & Agency Executives only)

8:00am - 9:00am

Attendee Breakfast

9:00am - 9:30am

Networking Break

 

Sponsored by:

9:30am - 9:40am

Opening Remarks by Summit Host

Adam Broitman, VP Global Digital Marketing, MasterCard

9:40am - 10:10am

Keynote: Disrupt! "The Future of Education"

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Rishi Desai, Medical Fellow, The Khan Academy

10:10am - 10:30am

Insight Presentation: "What Wearables Mean For Marketers"

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Sarah Rotman Epps, Senior Analyst, Forrester Research

10:30am - 10:45am

Case Study: "Is the Minority Report Scenario Inevitable?"

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Jenna Gino, VP, Programmatic Media Director, Affiperf North America

Jeremy Ozen, Co-Founder, Vistar Media

10:45am - 11:00am

Demo: Disrupt! "Advertising"

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Greg Johnson, VP, Brand, Nuance Communications

11:00am - 11:15am

Networking Break

 

Sponsored by:

11:15am - 11:45am

Spotlights



A: "Can Mobile Ads Work to Drive Your Customers In Store?"

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Peje Kharrazi, VP, National Advertising Sales, Retailigence

 

Sponsored by:



B: "Thinking Mobile? Why You Need To Think Multi-Screen"

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Taz Patel, CRO, Republic Project

Mike Rosner, VP Sales, DG MediaMind

 

Sponsored by:



C: "Planning for the Viewable Future - Bringing Accountability Back to Digital"

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Ophir Tanz, CEO, GumGum

Tony Winders, SVP, Marketing, GumGum

 

Sponsored by:

11:45am - 12:00pm

Networking Break

 

Sponsored by:

12:00pm - 12:30pm

Spotlights (Repeat)

12:30pm - 1:30pm

Lunch

1:30pm - 2:30pm

Roundtables & Town Hall: "Emerging Technology Enabling Native to Scale: What's Next in Native, & What it Can Mean for Your Campaigns"

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Adam Broitman, VP Global Digital Marketing, MasterCard

Justin Choi, President & CEO, Nativo

Brought to you by:

2:30pm - 4:50pm

Extended Networking Break

4:50pm - 6:40pm

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

 

Sponsored by:

 

6:40pm - 7:40pm

Cocktail Reception

7:40pm - 9:00pm

2013 iMedia Next Wave Award Ceremony & Dinner

Wednesday, October 23rd: Departure Day

Departure Day

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

iMedia's Mobile Bootcamp is an intense 5 hour deep dive designed to empower marketers with the information they need to successfully incorporate mobile tactics into their overall marketing strategy. In this bootcamp, marketers will be divided into teams where they'll be asked to flex their marketing muscles to solve real-life mobile marketing challenges. We'll hit the ground running with an overview of mobile commerce, creative mobile strategies, marketing across devices, and measurement & analytics. You'll hear case studies on brands that successfully whipped their mobile strategy into shape, and you'll gain insights into how you can do it too.

What are one:one meetings?

one:one is a unique and invaluable by-appointment networking program connecting influential, qualified media buyers with innovative, forward-thinking solution providers.

one:one provides a fantastic opportunity to pre-schedule meetings with the clients and partners that will take your business to the next level. In order to make the most of the one:one program, we recommend registering for this event early to view the attendee list and secure meetings with the most relevant companies.

There is no such thing as a single-screen campaign anymore, since audiences consume media across multiple screens every day. Consumers will shut off the morning news, and then move on to view content from a smartphone or tablet on the subway; at the screens in a building lobby or elevator on the way to the office; at the computer screen on the work desk; at the TV installed in the back of a cab on the way to a meeting; or at the monitors over the exercise equipment at the gym - and each of these screens represents the potential for a marketer to reach these consumers. While programmatic marketing has come a long way in making sure that marketers can display consistent and effective campaigns to consumers on their desktop and mobile devices, these views only account for about a quarter of the screens consumers will encounter during the day. The future of programmatic resides in digital out-of-home (DOOH). Programmatic DOOH delivers location-based campaigns to screens with content greeting hundreds or thousands of consumers every day, instead of just one consumer per screen. Jeremy Ozen, co-founder of Vistar Media, the programmatic DOOH platform, joins Jenna M. Gino, programmatic buying director, AFFIPERF, the global trading desk solution of the Havas Group, to discuss where programmatic and DOOH marketing is heading, both for brands and consumers.

In this session, Dr. Phil Hendrix, director immr and GigaOm research analyst, will discuss how new technologies are enabling mobile commerce, transforming shopper marketing and loyalty programs, and creating new opportunities for brands and retailers. Case studies will illustrate how leading clients in consumer packaged goods, hospitality, healthcare, and other verticals are leveraging these capabilities.

Drawing on recent immr research and analyst reports, attendees will learn:
  • The real state of mobile commerce in mature and emerging markets.
  • The problem(s) that mobile wallets are solving for consumers, retailers, and brands.
  • Which technologies (QR codes, NFC, BLE, etc.) are winning.
  • Of the "Eight Layers of Location," which ones hold the most promise and why.
  • The mobile shopping features that most excite consumers.
  • How companies are using mobile wallets to reinvigorate loyalty programs.
  • How brands are expanding their role in consumers' lives using mobile technologies.
  • Ways to integrate mobile wallets into marketing and shopper strategies.

As smartphone and tablet use continues to grow, marketers who aren't reaching consumers with a cohesive brand message across all screens will find themselves at a significant disadvantage. Join us for a deep dive into cross-screen advertising and the challenges and opportunities behind it.

Marketers agree attention is the new currency, and content marketing is the key to consumer trust and loyalty. Brands spent $44 billion on content marketing in 2012, but lack of reach and scale continue to severely limit the full potential of their efforts. Native advertising promises to solve this problem.

Billed as the future of digital advertising, everyone is talking about native advertising. Marketing spend is rapidly moving to native, and 90 percent of publishers plan on selling native. But what is native, exactly? Where does it belong in the media mix? How should we measure it? There seem to be more questions than answers, and marketers need clarity around the category. So let's discuss and get smarter - much smarter.

In this session, Justin Choi of Nativo and Adam Broitman of MasterCard co-host a lively discussion covering key aspects of native advertising and content marketing. Nativo is an exciting new technology platform that enables automated and scalable native distribution of brand-voiced content across multiple publishers in real time; these experts are uniquely situated to provide insights, best practices, and valuable learnings from the epicenter of this transformative new category. Choi and Broitman will discuss native advertising and branded content: How is native best executed? How does it scale? What should brands know? What are the best practices? And what are some risks and potential pitfalls?

Afterward, attendees will tackle the topic in roundtables with peers in attendance, including brand and agency marketers, publishers, and technology service providers. The discussions will spark insights, ideas, and actions that participants can implement right away.

Roundtables and Town Hall Discussions give iMedia Summit attendees an opportunity to collaborate. We encourage you to come ready to engage with your peers, to pose challenging, even provocative questions, and to be open to learning from industry experts who will be looking to learn from you.

Consumers do want to engage with brands on wearable devices like Google Glass, but they want utility, not traditional advertising. Wearable computing expert Sarah Rotman Epps, senior analyst at Forrester Research, will share Forrester's latest research on:

  • What's hype and what's reality when it comes to wearables?
  • What types of experiences do consumers expect from brands on wearables?
  • Where are wearables going next?

Back by popular demand and in partnership with the Digital Media Review (DMR), the 2013 iMedia Next Wave Showcase will shine the spotlight on some of the most valuable new and up-and-coming companies in the marketing and digital media space. This year the finalists represent companies that fall in the data, analytics, and performance categories - the "backbone" of emerging technology and innovation, as our advisory board put it. The companies will vie for votes to join the ranks of Viddy and Placed as iMedia's Next Wave winner. iMedia's third annual Next Wave Showcase will help both attendees and the greater iMedia audience discover four new technologies and/or services that will take their companies to the next level.

With the advent of mobile, marketers and advertisers are constantly challenged to capture the interest of their target audiences in a compelling and, ideally, natural ways at the moment consumers are engaged with their mobile devices. By introducing voice and conversation into mobile ads, marketers and advertisers have an effective tool to go beyond the limitations of a mobile device's screen to build a deeper relationship with the consumer.

In this case study, Intel and Pereira & O'Dell will highlight their Cannes Lions Grand Prix win in Film, Branded Content and Entertainment, Cyber for "The Beauty Inside." This breakthrough campaign is an episodic social film in which the main character wakes up as a different person every day. The film demonstrated a fresh approach in the branded-content space, successfully blurring the lines between advertising and entertainment, and its theme of love was a great fit for Facebook. Billie Goldman and Joshua Brandau, who represent the brand and agency and played a hands-on role in the project, will discuss how "The Beauty Inside" came to life, how they sold it through, what the media and creative execution looked like, and more!

As one of the largest theatre chains in the world, Cinemark will join Urban Airship to share its phased approach to driving great mobile app engagement, from solving core customer needs to its innovative Cinemode rewards solution for conscientious moviegoers. Cinemark will also lift the curtain on its future efforts, and how the company plans to expand mobile rewards and build greater loyalty through location- and behavior-targeted messages that offer rich and unique experiences to its app users.

Let's face the facts: There's no doubt that privacy concerns are top of mind for brand marketers in today's era of digital advertising. In this session, Somo Ltd, a full-service mobile solutions company, will join AdTruth to share how they addressed privacy issues in mobile head-on. Attendees will hear how a leading mobile specialist increased campaign reach while delivering the level of transparency and consumer choice that marketers demand.

Aligning with morning occasions was a primary focus for PepsiCo's major product launch, Mountain Dew Kickstart, a new energy drink made with real fruit juice. Through a deep dive into Millennials' morning routine, the marketing team identified mobile as the key medium for connecting with the brand target and executed a wide variety of targeting tactics and custom creative executions. Join Jeremy Siegel of OMD and Tom Hammer from Rhythm NewMedia to understand the integrated marketing strategy and mix of approaches that were linked to mobile media to build a multi-faceted, integrated campaign. Many "desktop" digital marketing strategies were integrated across a core mobile focus: day-part targeting, social, video, rich media, retail, and advanced (Hispanic); and some techniques were unique specifically to mobile: geo-fencing and pre-installed app integrations.

After all, high energy means on-the-go, so this level of mobile integration was the place to "kickstart" the campaign. You'll learn how and why the third and fourth screen were essentially "screen number one" for the Kickstart launch -- and how the team made it happen.

In this session, Tanja Omeze, director of digital marketing and business development, Verizon Wireless, discusses what the company is doing to target, measure, and ultimately monetize in mobile. From "appvertising," to new trends in targeting leveraging mobile data, here's a peek into where and how the industry is following the consumer.

In his keynote address, Ed Kaczmarek presents a "first look" at some of the results from the Mondelez International "Mobile Futures" brand pilots. With a focus on mobile at retail, social TV, and SoLoMo, the "Mobile Futures" program supports and mentors innovative mobile start-ups that are transforming consumer engagement and path to purchase.

Kaczmarek will also discuss the importance of a "mobile first" strategy, and how working with start-ups is playing a strategic role in transforming the culture at Mondelez International.

Let's face the facts: Old marketing models are broken, and they can't be fixed. Instead, they must be changed. In this rapidly evolving technological era, we must adapt quickly and fearlessly if we are to not only keep up with, but transform our industry. As marketers we can learn a thing or two from innovators outside our industry who are disrupting and revolutionizing. For this 30-minute presentation, we ask you to take your "marketing hat" off and get ready to be inspired to think differently and feel empowered.

The Khan Academy is disrupting the field of education. Its free online educational videos are moving into the classroom and across the world, and revolutionizing how we teach and learn. In this keynote presentation, Rishi Desai dives into the Khan Academy's founding, a behind-the-scenes peek at how it works, a discussion of why it's different, and a look at education in a larger context. He shares inspiring stories of Khan Academy students, and offers us a look into the future - and into the betterment -- of public education.

The Khan Academy has been called the future of education. So as you listen to this keynote, put yourself in this mind frame: What will the future of marketing look like? How can we as marketers disrupt, innovate, and improve on the old models that we all know need to change? True transformation begins with problem solving. And we challenge you to be open to thinking big - really, really big - big enough to disrupt an industry. This Breakthrough Summit is all about emergence, innovation, and the future. Where will your inspiration come from?

As digital media continues to reshape our world, there is an increasing need for brands to reevaluate their positions in the market, exploring the notion of the digital value ecosystem and how new media is allowing for entirely original modes of marketing. As a clichéd example in our industry, sportswear giant Nike made the jump from apparel maker to technology company with the introduction of its "digital sport" Nike Fuel concept -- but few other brands have realized the full potential of creating a digital value ecosystem.

As a global payments and technology company, MasterCard feels the pulse of consumers, businesses, and governments around the world. Spearheading the move to "A World Beyond Cash," MasterCard, like Nike, is redefining its role in the lives of consumers through the introduction of new products and services, creating its own unique digital value ecosystem.

Through case studies and examples, Adam Broitman, VP of global digital marketing at MasterCard, will share his insights on how marketers should reconsider their roles, and how they must reinvent themselves and the nature of the way they go to market in order to stay current with ever-changing consumer needs and rampant disintermediation of present-day market leaders. Broitman will explore the following topics, among others:
  • Every brand is a technology company: assessing a marketer's role in building a digital value ecosystem around your brand.
  • The death of the digital marketer: Given the pervasive nature of digital technologies and the unquestionable value they add in any situation, can marketers afford to not know digital?
  • How much content can a consumer really consume? As brands unearth who they are and who they can be, many brands are finding themselves acting as publishers. Is this the right move for all brands?

As smartphone and mobile usage/adoption increases, there is a rising class of consumers relying heavily on their mobile phones along the path to purchase. So how can brands and retailers ensure that their mobile ads are really working to drive more in-store traffic and sales?

Innovations in mobile location-based technologies and data-driven marketing informed by product availability data present a huge opportunity for brands to leverage location data to more effectively reach shoppers and guide them along the path to purchase.

In this session, we will explore how brand and retail marketers are successfully using mobile ads to reach shoppers at the moment of truth and guide consumers in-store to buy, as well as ways to measure conversion and campaign effectiveness.

Key Takeaways:
  • Insights into the next phase in the evolution of mobile advertising, which will finally deliver on the promise of enabling any product, brand, or service, to directly target consumers on the go and guide them in-store to buy.
  • Mobile strategies, tactics, and technologies to present shoppers on the go not only with purchase-location information, but also with specific product details and inventory capabilities that close the gap between brand engagement and product purchase.

Join David Scatterday, senior product marketing manager for mobile at DG MediaMind, for a crash course in when and how to use mobile to achieve your big-picture marketing goals. Mobile is heralded as the emerging "first screen" -- the new hub of media consumption that is transforming everything from communications to content to engagement. In certain cases, this may be true. Mobile is indisputably the primary screen with individuals who are always on the go. But in other cases, mobile can be the second or even third screen, depending on the individual's activity and the advertising campaign's success objective. For example, consumers still prefer to complete high-dollar purchases on PCs vs. tablets or handsets. And with 51 percent of Americans using their smartphones for internet communications while watching TV, the screen hierarchy is blurred even more. The truth is, for advertisers, the "first" screen is wherever the intersection of consumer and message takes place. Given that paradigm, how does mobile best work in the multi-screen media mix? Advertisers today need a deep knowledge of multi-screen behavior to optimize value from the mobile channel.

Kroger and THINK Interactive will discuss how they are using insights and trends in mobile adoption and emerging consumer behaviors, as well as contextual consumer research, to build a seamless user experience for shoppers, whether in-store or online. They will describe techniques for understanding consumer habits, needs, and challenges across a full customer journey, and the ways in which they are delivering meaningful content to consumers on the right device, in the right moment, with the right services.

In mobile's short history, consumers have developed such an adversarial relationship with advertising that they are paying for it to go away in their games and apps. It is fascinating that people are paying to get rid of an entire industry. Fingers are pointed toward marketers' overreliance on banner ads, reluctance to embrace the digital wallet, and ruining of the user experience, but it really boils down to forgetting the fundamental of any mobile campaign - forging a meaningful connection with the consumer.

Advertising has never been about the mechanics: the banner ad, the 30-second spot, or the billboard. Rather, it is all about the connection that is created between the brand and the consumer - and if it is done right, the ongoing relationship that flows out of that connection. Many marketers look at the smaller screen on mobile devices and see a huge limitation. Where they see constraints, they really should be seeing opportunity.
In this session, Kiip CEO and co-founder Brian Wong will help marketers discover how the mobile experience creates an environment in which the connection between marketers and consumers can be less interruptive and more personal than ever before.

A major shift in behavior within thousand-year-old institutions is occurring right now. The rapid rate of institutional change within the public and private sectors, in large and small companies alike, is affecting humans and businesses more than we realize. Culture, currency, human behavior, and marketing are being rewritten from the ground up. Entirely new triggers will soon drive and replace revenue.

Leonard Brody believes that we are currently in a transition period, and that the world will look entirely different in five years. In fact, he has been called a "controversial torchbearer for this new world order." In this session, Brody will explore this cultural transformation - the "great rewrite" - and share his predictions, digging into the implications for marketers and illuminating why experimentation and innovation are vitally important for the health and success of your organization. This session will provide you with an actionable roadmap to success in the new frontier.

The iMedia solution provider and guest attendee communities gain significant value from the varied networking opportunities offered at each summit. This session, led by David Shadpour, VP emerging media, Royal Wine, will give sellers a crash course in making the most of these opportunities, from one:one meetings to cocktail parties. Shadpour provides a unique and insightful perspective as he first began attending iMedia Summits as a seller, and has since moved client-side. He will share valuable tips and advice with first-time iMedia attendees and those looking to increase their productivity onsite. Shadpour will then lead a candid Q&A session about all things iMedia. You won't want to miss this informative, frank discussion.

This session will set the stage for the day by talking strategy from A to Z - a strategy that implements mobile as a platform instead of a channel.

If you're reading this description and thinking: "I have mobile down," this is still the session for you! Let me guess: You have a responsive website, an app, and maybe you're even advertising to drive downloads. Well, pause for a moment and pretend you don't. Tear up your current planning process. Stop thinking about hanging ads or building an app. Kill the idea of even having a mobile strategy. Imagine for a moment that the mobile phone doesn't even exist. Imagine your consumer is the phone and the phone is the consumer. How would you plan then?

The goal is to move the brand from chance encounters with your customers to anticipating and responding in a personal way across all media. In 20 minutes, you will get the basic framework necessary to create the mobile platform that will be the basis for a successful deployment strategy across all of your media (where it makes sense). We will also cover basic coping strategies to overcome organizational challenges to success that exist inside every company. The rest of the day will give you the tactical tools and examples necessary to succeed.

The digital advertising industry will undergo a huge shift in 2014 as brands demand to pay only for viewable impressions, and publishers and technology vendors race to provide accountable delivery and measurement solutions. This session will provide a comprehensive overview of the issues and opportunities related to viewability, including an update on efforts by the Media Ratings Council (MRC) and the IAB to create a standard for the industry to trade exclusively on viewable transactions. GumGum will share the findings of recent viewability studies for in-image campaigns in the automotive, entertainment, and CPG categories from MRC-accredited vendors DoubleVerify and comScore, along with new eye-tracking research it commissioned to be undertaken by Sticky.

iMedia Connection People Connection

5 Reasons You Can't Miss This Event

  • Do Business: Create long term relationships with top buyers and sellers.
  • Build Your Knowledge: The brightest minds share what's next in digital.
  • Invite Only: Attendance is limited to senior Agency, Publisher and Brand leaders.
  • Collaborative Environment: Informal networking; no hard sales pitches.
  • No distractions: Always held at luxury resorts; attendees don't compete with the office or city life.