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DECEMBER 3, 2015 NEW YORK, NY
are you ready for the spotlight? 2015 Rising Star Awards Outbrain is shining a spotlight on emerging leaders in digital content. Nominated by their peers, these individuals are transforming brand storytelling through content. Discover how dozens of nominees are doing it and submit your own Rising Stars for the 2015 awards.
Visit: Outbrain.com/RisingStars
Hello and ... Welcome to the fourth annual edition of Brand Innovators Content Marketing in New York!
Brandon Gutman Co-Founder
Marc Sternberg Co-Founder
Content marketing is as old as the hills, however, the Internet and innovative new advertising technologies are enabling brands to use content to communicate and engage with their consumers in more exciting ways than ever. By delivering unique and compelling content and consumer experiences online and educating consumers about the things that they are passionate about, brand marketers are creating millions of “earned” media impressions and building loyalty and trust with their consumers. Brand Innovators Content Marketing in New York will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging original content and digital media to reach their consumers more efficiently, emotionally, and authentically than they ever could by using traditional media. We will hear from some of the world’s best and brightest brand marketers about what’s working in content marketing and the major trends on the horizon. Thank you to all of our speakers, sponsors, attendees who have contributed to make today’s program such a success. We invite you to participate in the discussion, and to share your thoughts ideas with your fellow brand marketers in the Brand Innovators community, both during and after our event. Extra special thanks to our friends at About.com for hosting Brand Innovators Content Marketing. Enjoy the show and we look forward to seeing you at our next event in New York, again, soon! Marc Sternberg
Brandon Gutman
Co-Founder
Co-Founder
Visit our news site www.brand-innovators.com for the latest trends in marketing innovation.
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Brand Innovators Team Brandon Gutman Co-Founder
Ted Rubin
Marc Sternberg Co-Founder
Jared Hopfer
Acting Chief Marketing Officer
Chief Revenue Officer
David Teicher
Alexander Kanish
Chief Content Officer
Maria Sekar
Program Director
Business Development Manager
Martina Suess
Program Director
Lucy Handley
Program Director
What’s Inside LETTER FROM THE FOUNDERS ........................................ 3 VIP SPEAKERS ................................................................. 6 AGENDA ............................................................................. 20 SPEAKERS ........................................................................ 32 ADVISORY BOARD ........................................................... 36 STRATEGIC ADVISORS .................................................... 40 SPONSORS ...................................................................... 41
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Event Chairperson
BRIAN COLBERT Chief Revenue Officer, About.com Brian Colbert is the Chief Revenue Officer for About.com, where he oversees premium and programmatic sales, ad ops, sales development and yield management. Prior to joining About.com in October of 2013, Brian was Vice President of Mobile Advertising Sales at Pandora where he played an integral role in shaping the company’s mobile monetization strategy and helped establish Pandora as one of the leaders in the mobile advertising space. Previously, he was the Senior Director of Mobile Advertising Sales and Strategy at ESPN where he helped build the mobile business since 2007 and made mobile a core component of ESPN’s crossplatform media offering. Before ESPN, Brian held senior roles in the music space at MTV and Music Choice. Brian has a B.A. in Political Science from Duke University and an MBA from New York University’s Stern School of Business in Finance and Strategy.
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Host
KODI FOSTER Vp Data Strategy, Viacom Kodi Foster is the Vice President of Data Strategy at Viacom. Kodi will focus on synthesizing Viacom’s data approach around actionable consumer insights into a scalable platform that allows advertisers to efficiently plan, develop and measure their advertising against a targeted customer segment optimized for ROI. He will lead the development of data-centric strategies for multi-channel integrated marketing, measurement and valuation, in partnership with the Viacom Velocity and Nickelodeon Inside Out Solutions teams. Prior to joining Viacom, Kodi served as Head of Brand Initiatives at Outbrain since 2010. He has been at the forefront of the Content Marketing revolution, working with brands and agencies to transform their organizations through content and technologies that delight audiences across screens and platforms. Before joining Outbrain, Kodi was Vice President of Business Development at Sahara Media Holdings, a publicly traded investment company specializing in the digital media industry. With over ten years of experience in sales and business development, Kodi led strategic planning, investment due diligence, and campaign execution for a number of Fortune 500 companies. Kodi is also a Principal Investor at NextGen Angels a network driven venture firm, and a frequent speaker in the digital advertising industry evangelizing about trends in the digital advertising space. He presented at events including: SXSW, Internet Week New York, Argyle CMO Leadership Forum, Brand Innovators, The Ataway Exchange Conference, Open Co., IBM Social Business Series, The Advertising Club Media: Now Conference, and MediaPost. He is a graduate of Cornell University.
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Keynote Speakers
BRUCE ABLESON VP OF CLIENT SOLUTIONS, LIVEFYRE Bruce Ableson is VP of Client Solutions for Livefyre. Bruce has been involved with social media and social networks from the beginning, having founded one of the first online social communities in 1998. Along the way, Bruce invented a number of features that are central to the social networks of today, including commenting, friends lists, and activity feeds. Since then, Bruce has worked as a consultant helping Fortune 50 companies build their digital presence, and most recently in executive positions leading strategy and solutions teams for growing startups. Bruce came to Livefyre in 2013, to help build a Client Solutions team, and also to build out Livefyre’s NYC presence.
FARRAH BEZNER MARKETING DIRECTOR, HALLS & CANDY, MONDELĒZ INTERNATIONAL Farrah is known for her groundbreaking activations and firstof-their kind programs that connect brands to culture based on deep consumer insights. These programs include Sour Patch Kids’ “Breaking Out,” a web series with YouTube influencers, now in its second season, as well as Sour Patch Kids’ Snapchat partnership with Logan Paul, Trident’s Trending 10 and, most recently, The Patch, a program that supports musicians who are on the rise and on the road. Over her 13 years with Mondelēz International, Farrah has also created transformational programs for other brands including Philadelphia Cream Cheese, Cool Whip, and Maxwell House Coffee.
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Discover how smart brands plan for the moment on Twitter. Follow: @TwitterAds Read our blog: advertising.twitter.com
Keynote Speakers
SERAJ BHARWANI CHIEF STRATEGY & ANALYTICS OFFICER, VISIBLE MEASURES Seraj Bharwani is the Chief Strategy Officer at Visible Measures and responsible for consumer insights, trends, and best practices in digital content marketing. He was formerly co-founder of Digitas & Design Studio of the Future at MIT Media Lab.
JULIE FREDRICKSON CEO & CO-FOUNDER, STOWAWAY COSMETICS @AlmostMedia Julie Fredrickson is the CEO and Co-Founder of Stowaway Cosmetics. She is an e-commerce and digital marketing expert, having worked with brands like Ann Taylor, Gap, Equinox, and Nike as both an in-house brand marketer and as an agency director. She’s also a well-known entrepreneur— her first company, Coutorture Media, was a pioneer in the fashion blogging and affiliate marketing space, and her other ventures have specialized in everything from helping marketers build branded games to fitness for people on the go.
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Keynote Speakers
ERIC HADLEY HEAD OF MARKETING, OUTBRAIN Eric Hadley serves as Head of Marketing at Outbrain. Hadley has experience on the buy and sell side of marketing having held senior positions at several leading companies. Prior to Outbrain, Hadley ran Partner Marketing at Pinterest, launching the revenue business for the visual social network. Prior to that he ran Sales, Sales Strategy and Marketing at The Weather Channel, launched Microsoft’s Bing Search Product and ran their Global Sales Marketing organization after starting his career at Ogilvy & Mather NY.
DINA MADHANI VP, SOCIAL MEDIA & MARKETING, VIACOM Dina Madhani is the Vice President of Social Media & Marketing for MTV World at Viacom Media Networks. She leads all social media, marketing, partnerships and events. In addition Dina also led the distribution strategy for MTV’s award winning Rebel Music series and the collaboration with the White House. Previously Dina worked as a Marketing Director at Bravo Media, in business development at Sony and marketing for MTV and VH1’s digital channels including MTV2 and VH1 Classic. Dina graduated from Tufts University with a bachelor’s degree in International Relations and earned her MBA from New York University.
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Advertising has evolved The modern marketer’s mission is two-fold: to create the best content possible, and to get consumers to pay attention.
But how do you get them to pay attention?
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Content is the new creative. Distribute videos, images, and articles through ad experiences that capture consumer attention and drive earned media. Proprietary and third party support for viewability, audience verification, and brand safety. Up-to-the-minute reporting dashboard gives you the information and guidance you want when you want it.
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7 7 years of historical advertising data organized by creative genre, advertiser category, and more.
Reach 283MM unique users programmatically, through video and native media.
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Keynote Speakers
GINNY MCCORMICK VP INTEGRATED MARKETING AND PROMOTIONS, HASBRO Ginny McCormick is Vice President of Integrated Media and Promotions for Hasbro USA. This team is responsible for broadcast, digital, social, and non-traditional media to drive the Hasbro portfolio as well as activating national partners to active with consumers and retailers.
KARL MILLER DIRECTOR DIGITAL STRATEGY, THE KELLOGG COMPANY @karl_miller As Director of Digital Strategy at Kellogg Company, Karl Miller leads a team responsible for digital strategy on core Kellogg brands like Special K, Pringles, Cheez-It, Keebler, Eggo and Morningstar Farm across all forms of digital marketing – consumer and shopper. Karl’s team is focused on consulting and co-creating integrated marketing programs and capabilities that enhance the impact of marketing investment in the digital ecosystem. Core to this assignment is pushing the company forward into the ever-evolving content marketing arena. Karl joined Kellogg Company as a Market Researcher in 2002. Since that time he has worked Brand Marketing and led cross-functional Innovation teams in the Adult, Mom/Kid, and Organic portfolios. Outside of Kellogg’s Karl has worked with other key consumer brands such as Glad, Tilex, International Delight and Silk. Karl earned a Bachelor’s degree in Philosophy from the University of Massachusetts and an M.S. in Marketing from the University of Colorado at Denver.
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The Global Location Marketplace Built on foundational accuracy, xAd is the only company able to harness the power of location at scale, enabling nearly 1 million global advertisers to reach 300 million people in 300 billion unique mobile moments each month. To find out more, visit us at www.xAd.com
Keynote Speakers
AMBER VAN MOESSNER MANAGING EDITOR, NEWSCRED Amber van Moessner is the Managing Editor at NewsCred, a content marketing software startup, where she oversees all of the company’s written communications as well as their blog, social networks, and social campaigns. She is also a freelance writer and social media marketing consultant. Amber previously produced news and media programming at the Paley Center for Media, and has written for Gawker, Talking Points Memo, Encore Magazine, and the Albany Times Union.
KEVIN RIVEROLL VICE PRESIDENT, MARKETING, CIAO BELLA GELATO
As the head of marketing for Ciao Bella Gelato, Kevin leads the strategy and execution across all of gelato and sorbetto companies business. His responsibilities include brand positioning, packaging redesigns, product innovation, advertising & promotions, social media, public relations, grassroots, and trade marketing. Riveroll has more than 20 years of marketing experience having started his career in large complex organizations then switching gears and moving into the small, nimble, entrepreneurial start-up space. Before Ciao Bella Gelato, Riveroll worked for Just Born, Texaco, Mars, and UNREAL Candy in both brand and sponsorship marketing. Riveroll holds a Bachelor’s degree in Marketing from Central Connecticut State University, where he was Captain of their NCAA Division 1 Track & Field team.
JORDAN SHULTZ VICE PRESIDENT, DYNAMIC SIGNAL As VP Sales at Dynamic Signal, Jordan Shultz works with enterprise clients to help them build scalable, high performance digital marketing channels through the use of Dynamic Signal’s Employee Advocacy platform, VoiceStorm. Jordan has had the pleasure of working with the founders of Dynamic Signal over the last 15years, having been part of ongoing success with them for customers such as IBM, NBCUniversal, Forbes, General Mills, Microsoft, Time Warner, IDG and General Mills; and value creation for shareholder equity with companies including Engage, ComScore and Adify. He lives in Yardley, PA with his wife and daughter, and can be found on soccer fields, golf courses and softball diamonds in his spare time. 18
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Agenda THURSDAY, DECEMBER 3, 2015 NEW YORK 8:30 am
BREAKFAST
8:45am
WELCOME Brandon Gutman, Co-Founder, Brand Innovators Marc Sternberg, Co-Founder, Brand Innovators David Teicher, Editor and Chief Content Officer, Brand Innovators Event Chairperson: Brian Colbert, Chief Revenue Officer, About.com Host: Kodi Foster, VP Data Strategy, Viacom
9:00 am
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: Adam Weinroth, Chief Marketing Officer, OneSpot Julie Fredrickson, CEO & Co-Founder, Stowaway Cosmetics Dave Spinato, Global Director, Digital, HARMAN International Jason Thalappillil, Director – Digital Engagement Group: Digital Strategy & Content, PepsiCo
9:40 am
SUCCESS STORY – CONNECTING THROUGH MEANINGFUL CONTENT: HOW SOUR PATCH KIDS AND SWEDISH FISH ARE BREAKING THROUGH THE CLUTTER Farrah Bezner, Marketing Director, Halls & Candy, Mondelēz International It’s no mystery that millennials and teens are consuming more content – and CONTINUED ON PAGE 22
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Agenda on more platforms – than ever before. The challenge for brands is finding a way to break through the clutter in way that really resonates with consumers. Join this keynote session with Farrah Bezner, Marketing Director, HALLS and Candy at Mondelēz International, to learn why content marketing strategy needs to be grounded in a rock-solid understanding of the consumer, and how she’s using tailored content across the Sour Patch Kids and Swedish Fish brands to boost brand love and drive the candy business.
10:05 am KEYNOTE Eric Hadley, Head of Marketing, Outbrain
10:25 am NETWORKING BREAK 10:40 am KEYNOTE — THE URBAN LEGEND OF SOCIAL MEDIA MARKETING Livefyre 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. Bruce Abelson, Vice President, Client Solutions, Livefyre Kenneth Grosso, SVP Global Sales, Livefyre
10:55 am 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. Moderator: Brian Colbert, Chief Revenue Officer, About.com CONTINUED ON PAGE 26 22
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Unlock Your Brand Code. Every brand has a unique code—a set of signals hidden in the data of daily life. Dstillery analyzes billions of these signals to reach a bigger, better audience for every brand.
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Agenda Christine Espinoza, Associate Director, Global & Brand Social Strategy, Starwood Hotels & Resorts Worldwide Dina Madhani, Vice President, Social Media & Marketing, Viacom Rachel Silver, Director, Social Marketing and Content Strategy, Birchbox Nancy Warman, Sr. Director Digital & Social Media Marketing, SAP
11:30 am
KEYNOTE —THE NEW CUSTOMER JOURNEY: WHY CONTENT DEFINES HOW CONSUMERS MEET, ENGAGE, + RETURN TO YOUR BRAND Amber van Moessner, Managing Editor, NewsCred NewsCred shares five facts about marketing along with major takeaways and case studies for each: 1.Our identity is defined by what we share 2.The content journey is the customer journey 3.Treat people like people not data points 4.Purpose drives purchase 5.Your product is not what you sell
11:50 am
KEYNOTE - COLLABORATIVE STORYTELLING Ginny McCormick, VP Integrated Marketing and Promotions, Hasbro Marketers have always understood the power of stories. Yet branded content can easily become a one way communication that talks at today’s overloaded consumers. Here how Hasbro has evolved our content approach to include storytelling, sharing and collaborative content creation. Working with consumers, partners and retailers, Hasbro is collaborating on diverse types content to break through the clutter and connect with consumers of all ages.
12:15 pm
KEYNOTE Dina Madhani, VP, Social Media & Marketing, Viacom
12:35 pm LUNCH 1:30 pm
KEYNOTE Karl Miller, Director Digital Strategy, The Kellogg Company CONTINUED ON PAGE 28
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Agenda 1:55 pm
KEYNOTE – CONSCIENTIOUS BRANDING Seraj Bharwani, Chief Strategy & Analytics Officer, Visible Measures Brand advertisers should produce content that consumers prefer to watch. Branded content done right can entertain, inspire, and educate the target audience and spring them into actions resulting in profitable outcomes for the brand. The skeptics among us will be quick to point out that such content is expensive to produce, difficult to distribute at scale, harder to measure, and presumably more challenging to prove the ROI than the traditional 30-second TV commercial more focused on immediate product benefits. The goal of this presentation is to share case studies from leading North American brands that have successfully syndicated compelling content with consumer-initiated advertising to win share of attention and market share in their respective categories.
2:15 pm
KEYNOTE – DAVID VS GOLIATH Kevin Riveroll, Vice President, Marketing, Ciao Bella Gelatol Kevin will discuss how he’s worked limited resources for both major CPG companies with large budgets and very small startups. He’ll share some of the tactics he’s executed in the startup space and what the objectives were against them, along with how social media/content has changed the landscape for smaller brands.
2:40 pm
PEOPLE, PARTNERSHIPS, AND PRODUCTION: THREE ROUTES TO CREATING COMPELLING CONTENT. Creating content and creating good content that people actually want are two very different matters, and seasoned brand marketers know that the secret to success is in finding the right strategy dictated by broader objectives, market opportunity, and most importantly, customer needs. Indeed, depending on those variables, three major approaches have emerged through which brand marketers can identify and develop compelling content. Whether it’s through partnerships with existing creative organizations, working with individual people – celebrities and customers alike – or by taking on the challenge head on and producing content in-house, the key is to create something that doesn’t feel like advertising, but is informative, entertaining, or otherwise relevant to people’s lives and interests. Moderator: Darin Leach, Director, Strategic Accounts, Liquid Matt Colleran, US Marketing Director – Girls Toys: Littlest Pet Shop Franchise Brand, Furby, Easy Bake Oven, Hasbro CONTINUED ON PAGE 30
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Agenda Walter Frye, Vice President, Entertainment Marketing & Sponsorships, American Express Joshua Nafman, Sr. Director, Brand Marketing & Digital, KIND Leora Schachter,Vice President, Marketing, Luvo
3:15 pm
NETWORKING BREAK
3:35 pm
HOW STOWAWAY TURNED A $5,000 CONTENT MARKETING PROJECT INTO MILLIONS OF EARNED MEDIA Julie Fredrickson, CEO & Co-Founder, Stowaway Cosmetics How do you differentiate yourself in the cut throat cosmetics space? Turn its most basic assumptions on its head! Original content is the quickest way to define yourself. But content marketing isn’t field of dreams. If you build it you need to make sure they come. Learn the specific tactics they leveraged to create, seed, distribute and amplify the results of a 4,000 woman study.
3:55 pm
FIRESIDE CHAT – EMPLOYEE ADVOCACY Adam Snyder, Chief Digital Officer, Kwittken Q&A conducted by Dave Honig, VP Corporate Partnerships, Dynamic Signal
4:25 pm
WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE Whether it is pageviews or leads you are looking for, success in content marketing is a function of what you are trying to achieve. Having said that, hopefully all of your content marketing efforts lead to new customers or conversions. Like other forms of digital media, brand marketers are constantly looking for metrics to help justify their investment in content marketing. How are brands successfully measuring content marketing results? 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? Leading brand marketers share their insights. Moderator: Kyle Monson, Partner, Codeword Katrina Craigwell, Director, Global Content & Programming, GE Penni Geller, Sr. Director, Digital Content Marekting, CA Technologies Karl Miller, Director Digital Strategy, The Kellogg Company Shivika Sinha, Digital Marketing Manager, INTERMIX
5:00 pm
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IT’S A WRAP!
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MO OSY LVA NI A PR ESE NTS
THE 2015 MILLENNIAL STUDY RANKING REPORT Over the last three years, we've surveyed more than 3,500 Millennial consumers to understand how and why they adopt brands. Bi-annually, we reach out to find out which brands are "favorites" and how these sophisticated self marketers decide who gets the love. The ranking report allows us to compare and contrast brand activities and see what works. We're looking forward to sharing all this and more with you.
FOR MORE INFORMATION, CONTACT:
NORTY COHEN, FOUNDER/CEO MOOSYLVANIA
314-644-7901 • NORTY@MOOSYLVANIA.COM
Speakers MATT COLLERAN
US Marketing Director – Girls Toys: Littlest Pet Shop Franchise Brand, Furby, Easy Bake Oven, Hasbro Matt Colleran is a consumer and productfocused innovator and strategist with over 16 years of experience in global and regional marketing, brand management, and product development. Over the past 6 years, he has lead a variety of brands at Hasbro on both the global and regional levels including Nerf, Monopoly, Littlest Pet Shop, Furby and the Easy Bake Oven. Prior to Hasbro, Matt spent 7 years at Reebok working leading apparel, headwear and footwear categories on the sports licensed business partnering with the NBA, NFL, MLB and NHL. He began his career at Abercrombie and Fitch where he worked in merchandising on the A&F adult and kids brands as well as serving on the initial launch team of the Hollister brand. Matt has both his undergraduate degree and his MBA from Boston College in Chestnut Hill MA.
CHRISTINE ESPINOZA
Associate Director, Global & Brand Social Strategy, Starwood Hotels & Resorts Worldwide Christine Espinoza leads global brand social strategy across Starwood Hotels & Resorts’ 9 hotel brands and SPG. From customer service to community management, event activation to blogger outreach, digital integration to analytics, working in Social Media satisfies Christine’s desire to always be learning new things, which is why she loves it. Prior to Starwood, Christine was at Ogilvy & Mather, working in digital media and helping to kickstart the agency’s global mobile practice.
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KATRINA CRAIGWELL
Director, Global Content & Programming, GE Katrina Craigwell is Director of Global Content & Programming at General Electric (GE). She is responsible for digital content production and distribution strategy for GE in the U.S., as well as partnering with GE’s digital teams globally. Prior to GE, she was Associate Director at social media agency Attention, working with clients including CNN, HLN, WE tv, A&E and The Guardian. Craigwell began her career in public relations at the Independent Film Channel, working on some of IFC’s first social media campaigns. She was named one of Forbes’ 30 Under 30 in Marketing & Advertising for 2014 and AdAge’s Creativity 50 in 2012.
WALTER FRYE
Vice President, Entertainment Marketing & Sponsorships, American Express Walter Frye joined American Express in 2007 and is currently Vice President of Sponsorship and Entertainment Marketing. Since 2010, he has led programs that provide American Express Card Members unparalleled access and experiences in the entertainment industry. In this role, he leads the strategic development and execution of American Express’ U.S. marketing programs with large scale entertainment partners, such as the Artist Nation, AEG, Coachella Music Festival, Hollywood Bowl, and The Bowery Presents. Walter produces “American Express Unstaged”, an award winning live-streaming concert series done in partnership with YouTube and VEVO that pairs popular music artists with iconic filmmakers to bring the inconcert experience to at-home audiences in an industry-defining streaming-engagement platform
Speakers PENNI GELLER
Sr. Director, Digital Content Marketing, CA Technologies
Penni is Senior Director of Digital Content Marketing at CA Technologies, one of the largest independent enterprise software companies in the world. Penni leads the custom content program and editorial direction of the Rewrite digital hub, focusing on providing insights and content on the application economy and digital transformation from around the globe to drive inbound communication efforts and brand affinity. Previously, Penni was executive publisher and editor for Smart Enterprise, a multi-platform, award winning custom publication.
JOSHUA NAFMAN Sr. Director, Brand Marketing & Digital, KIND @jnafman
Joshua Nafman is currently Senior Director of Marketing at KIND Snacks, where he is responsible for telling stories and creating experiences in digital and social, that encourage people to do the kind thing for their bodies, their tastebuds and their world. Joshua has nearly a decade of digital and brand marketing experience leading digital, social and content for brands like PepsiCo, Lipton, Starbucks, Apple, Hanesbrands, Nestle, ESPN and GNC.
BRANDON GUTMAN
Co-Founder, Brand Innovators @BrandonGutman Co-Founder of the Brand Innovators, Brandon is responsible for developing premium content which means tapping marketers from the world’s most successful brands to share how they’re utilizing emerging technology and new media vehicles to build a name and drive meaningful ROI. A prolific, highly respected writer, Brandon is an expert blogger whose work has appeared in Fast Company and on Forbes.com’s CMO Network. Prior to launching Brand Innovators, Brandon held marketing and business development positions in the executive search sector where he forged relationships with some of the most influential brand marketers, technology developers and venture capitalists in our industry.
LEORA SCHACHTER
Vice President of Brand Marketing, Luvo Inc. Leora manages the brand marketing for Luvo’s chef-created, nutritionist-approved frozen meals found in the grocery aisle. She is responsible for developing and executing an integrated marketing strategy focusing on PR, digital, social, partnerships, influencer outreach, events and paid media. Prior to Luvo, Leora managed audience development, ecommerce, mobile product strategy, and portfolio advertising product strategy for all sites in the Scripps Networks food category. Leora has launched three topranked mobile apps including Food Network in the Kitchen (an Apple App Hall of Fame inductee), Watch Food Network, and Food Network on the Road.
www.Brand-Innovators.com
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Speakers SHIVIKA SINHA Digital Marketing Manager, INTERMIX
Shivika Sinha is the Digital Marketing Manager at INTERMIX, a Gap Inc. Growth & Innovation company, where she leads digital media, analytics, customer acquisition, e-commerce experience measurement and optimization, and digital innovation. Through her leadership, entrepreneurial spirit, tenacity and deep digital knowledge, INTERMIX’s e-commerce store is now a key revenue driver among 43 national retail stores. Prior to her tenure at INTERMIX, Shivika was selected by Oscar de la Renta’s CEO to help bring the brand to the digital age. Her digital strategies were the first of their kind in the luxury fashion sector. She holds a M.S. in Integrated Marketing Communications from Northwestern University.
DAVE SPINATO
Global Director, Digital, HARMAN International @DazzlingDave Dave Spinato is a creative, enthusiastic Internet Marketing Professional with over 14 years of global and domestic experience within the digital space equipped with a solid history of planning and executing revenue-generating promotional programs and brand experiences. He has demonstrated his ability to combine in-depth knowledge of digital media and Internet technologies with visionary leadership to execute successful online marketing initiatives proven to build brand equity, awareness and drive sales. As the Global Director of Digital Marketing & Social Media at Harman, the parent company behind an array of legendary brands that includes AKG®, Harman Kardon®, JBL®, Mark Levinson®. Lexicon®, Infinity® and more, his core responsibility is to oversee the digital strategy & development for all owned, earned & paid media channels worldwide. 34
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RACHEL SILVER Director, Social Marketing and Content Strategy, Birchbox @RachelJoSilver
Rachel Silver is the Director of Social Marketing and Content Strategy at Birchbox, a leading beauty and grooming retailer offering an efficient, personalized way to discover and shop for new products. Rachel joined Birchbox in September 2012, and quickly became known for her debuts in Birchbox tutorials and videos. Rachel’s passion for beauty and lifestyle products is conspicuous. Her creativity, bubbly personality and determination have helped evolve Birchbox’s social media platform. Rachel’s knowledge of the latest trends and enthusiasm for the industry has ultimately helped Birchbox grow to be the best place to shop for beauty online.
MARC STERNBERG Co-Founder, Brand Innovators @MarcSternberg1
Sternberg is co-founder of Brand Innovators, the leading producer of conferences and events for the advertising and emerging technology industries. From 2007-2011 he was president and COO of AlwaysOn, annually producing more than 20 successful conferences in the digital media, clean technology and cloud computing sectors. From 1989-2007 Marc was the vice president of advertising sales for The Hollywood Reporter. Marc has served on the boards of numerous charitable and non-profit organizations, including Make-A-Wish Foundation of Los Angeles and the Anti-Defamation League/LA.
Speakers JASON THALAPPILLIL
Director, Digital Engagement Group: Digital Strategy & Content, PepsiCo Jason Thalappillil is the Director of Digital Strategy and Content at PepsiCo, where he is responsible for creating and executing PepsiCo Beverages’ digital strategy and determining how PepsiCo beverage brands engage and evolve with consumers across all digital platforms. Jason oversees all digital marketing, media and content development across PepsiCo Beverage brands, which includes digital brand strategy, paid, owned, social media, branded content and video games. He also develops content partnerships, which include branded content and video games across all PepsiCo Beverages with established and emerging content creators. Additionally, he leads the development of the brand’s digital measurement framework to understand digital ROI across all digital platforms.
ADAM WEINROTH
NANCY WARMAN Sr. Director Digital & Social Media Marketing, SAP @NancyWarman
Nancy Warman is a Senior Director, Digital & Social Strategy at SAP, responsible for spearheading digital marketing strategies and plans for SAP’s strategic initiatives and priority audiences to build brand awareness and generate online demand. As a senior digital advisor, she pioneers digital change within the organization - partnering closely with business teams and geographies to simplify and enhance the customer experience, implement best practices, reform SAP’s approach to content, and drive innovation across all areas of the digital media ecosystem. Prior to joining SAP, Nancy spent 5 years at McKinsey & Company as global head of marketing, leading the digital transformation of The McKinsey Quarterly while building out thought leadership for the brand and creating a new, revenue-based business model.
Chief Marketing Officer, OneSpot
Adam Weinroth is OneSpot’s Chief Marketing Officer. With more than a decade and a half of experience as a marketing executive, entrepreneur and internet product innovator, Adam brings numerous marketing leadership experiences to OneSpot. Most recently, Adam served as Executive Director of Product Marketing for Spiceworks, a leading vertical social network with more than 2M members in the SMB technology space. Prior to Spiceworks, Adam was Vice President of Strategic Marketing for Demand Media (NYSE:DMD) where he worked to craft the company’s brand strategy and identity in connection with Demand’s public trading debut on the New York Stock Exchange. University of Texas at Austin. www.Brand-Innovators.com
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Advisory Board MADHUR AGGARWAL
VICE PRESIDENT, STRATEGY, OFFICE OF CMO, SAP
HAMILTON BROWN SENIOR BRAND DIRECTOR & MANAGING DIRECTOR, TACO BELL FOUNDATION, TACO BELL
PATRICK CASSIDY GLOBAL DIGITAL BRAND MARKETING, NEW BALANCE
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B. BONIN BOUGH VP, GLOBAL MEDIA & CONSUMER ENGAGEMENT, MONDELEZ INTERNATIONAL
DOUGLAS BUSK GLOBAL GROUP DIRECTOR - DIGITAL COMMUNICATIONS & SOCIAL MEDIA, THE COCACOLA COMPANY
LASTON CHARRIEZ SVP MARKETING, WESTERN UNION
CHRIS CHESEBRO
ERICK DICKENS
ASST. VP, US MEDIA INVESTMENTS, L’OREAL USA
VICE PRESIDENT, MARKETING, KING’S HAWAIIAN
JORGE FONTANEZ
MARC FONZETTI
VP, MARKETING MANAGER, CHASE COMMUNITY GIVING, J.P. MORGAN CHASE
DIRECTOR OF MEDIA STRATEGY & INVESTMENT, VERIZON WIRELESS
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Advisory Board NICOLE FRALEY
IAN GOMAR
AVP DIGITAL MARKETING, VICTORIA’S SECRET
PRESIDENT, SHAQUILLE O’NEIL ENTERPRISES
MAYUR GUPTA
KIRK HEINLEIN
SENIOR VICE PRESIDENT, HEAD OF DIGITAL HEALTHGRADES
DIRECTOR, MARKETING COMMUNICATIONS, GLOBAL MARKETS ADVERTISING, AT&T
SCOTT HUDLER
JASON JOHN
VICE PRESIDENT-GLOBAL CONSUMER ENGAGEMENT, DUNKIN’ BRANDS
CHIEF MARKETING OFFICER, PUBLISHERS CLEARING HOUSE
ADAM KMIEC
JOHN KOLLER
SENIOR DIRECTOR, SOCIAL MEDIA AND CONTENT, WALGREENS
VP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)
BOON LAI
VICTOR LEE
VP MARKETING, HEALTH AND WELLNESS, PHILLIPS NORTH AMERICA
SVP DIGITAL MARKETING, HASBRO
JAKE LESTAN
PJ LEWIS
HEAD OF BRAND PARTNERSHIPS & NEW PRODUCT COMMUNICATIONS, DISCOVER
SENIOR DIRECTOR, GLOBAL BRAND MARKETING & DESIGN, MATTEL
www.Brand-Innovators.com
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Advisory Board TRESSIE LIEBERMAN SENIOR DIRECTOR & SOCIAL MARKETING, TACO BELL
MICHAEL MA SVP, DIGITAL BANKING, STRATEGIC PLANNING, BANK OF AMERICA
PAUL MARCUM HEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA
TARA MCRAE
SENIOR VICE PRESIDENT OF BRAND & MARKETING, PUMA NA
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ELLIOT LUM VP STRATEGIC MARKETING, COLUMBIA RECORDS
FERNANDO MACHADO SENIOR VICE PRESIDENT GLOBAL BRAND MANAGEMENT, BURGER KING CORPORATION
ANDREW MARKOWITZ
DIRECTOR, GLOBAL DIGITAL STRATEGY, GE
ASHWIN NATHAN MARKETING DIRECTOR, DIGITAL, FRITO LAY PORTFOLIO, PEPSICO
MASON NELDER
MARC PATRICK
DIRECTOR OF SOCIAL & DIGITAL STRATEGY, VERIZON
SENIOR BRAND DIRECTOR, NIKE EAST
DEB RADCLIFF
BETH REILLY
SENIOR VP MARKETING, WEST MARINE
BETH REILLY, HEAD OF GLOBAL CONSUMER ENGAGEMENT, MOTOROLA
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Advisory Board UMANG SHAH
STEVE SOMMERS
GLOBAL DIRECTOR, SOCIAL MEDIA & DIGITAL MARKETING, CAMBELL SOUP COMPANY
VICE PRESIDENT OF GLOBAL BRAND MARKETING, UNDER ARMOUR
DAVE SPINATO
JOHN STARKWEATHER
GLOBAL DIRECTOR, DIGITAL, HARMAN INTERNATIONAL
EXECUTIVE DIRECTOR, DIGITAL MARKETING, MOBILE AND BUSINESS SOLUTIONS, AT&T
REID STEWART
CHAD STUBBS
VICE PRESIDENT, MEN’S MARKETING, RALPH LAUREN
SR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO
CHRIS THORNE CHIEF MARKETING OFFICER, THE HONEST COMPANY
GREGG WEISS VP/BUSINESS LEADER, SOCIAL MEDIA, US DIGITAL MARKETING, MASTERCARD WORLDWIDE
COLLIN T. WESTCOTT-PITT VP MARKETING, HEINEKEN, HEINEKEN USA
www.Brand-Innovators.com
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Strategic Advisors NORTY COHEN CEO AND FOUNDER, MOOSYLVANIA @NortyCohen
JOEL EWANICK VP AND GLOBAL CHIEF MARKETING OFFICER @Joel Ewanick
SCOTT MCNEALY CHAIRMAN WAYIN, FOUNDER CURRIKI, AND FORMER CEO OF SUN MICROSYSTEMS @ScottMcnealy
TED RUBIN STRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS @TedRubin
BRIAN SOLIS AUTHOR AND PRINCIPAL ANALYST, ALTIMETER GROUP @BrianSolis
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Marquee Sponsors
About.com is the largest source of expert content on the Internet that helps millions of users answer questions, solve problems, learn something new or find inspiration.
NewsCred is on a mission to make marketing better for everyone. As the leading content marketing software, NewsCred provides the world’s most ambitious brands – Pepsi, Visa, Dell, ConAgra, Hewlett Packard, and more – with the best solutions in content creation, marketing management, cross-channel publishing, and measurement. Everyday, marketers rely on NewsCred to orchestrate their marketing across channels, collaborate with global teams, build brand awareness, and drive sales. NewsCred is rewriting the rules of marketing, fueling a new way for marketers to share their stories with the world. Founded in 2008, NewsCred employs 200 people in seven global offices, serving customers in over 70 countries.
Outbrain, helps people discover the most interesting, relevant and trusted content wherever they are by powering personalized recommendations across a network of premium publishers, including CNN, The Wall Street Journal, Hearst, Rolling Stone, US Weekly and Fast Company. Through Outbrain’s all-in-one content discovery solution, publishers, brands and marketers are able to amplify their audience engagement by driving traffic to their content – on their site and around the web. Outbrain is currently installed on more than 100,000 sites, reaching over 180 monthly unique visitors in the US, and generates more than 7 billion page views per month. Founded in 2006, the company is headquartered in New York, with 15 offices globally, including the U.S., U.K., Israel, Singapore and Australia. @Outbrain
www.Brand-Innovators.com
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Title Sponsors
Carusele brings together audiences, influencers, and brands though high quality social media content to increase awareness, engagement and brand recognition. Using an Organish(TM) media approach, our editors and content creator network create branded media that is shared exponentially across the social media landscape. Leading brands choose Carusele, an Ignite Social Media Company, because we help them activate the right audience in creative, strategic and measureable ways. @carusele
Dstillery extracts intelligence from desktop, mobile and location data to match a consumer’s digital journey. We empower brands to reach audiences across Mobile, Desktop and Video at moments that matter with unprecedented accuracy. We’re proud to raise industry standards with our unmatched scientific rigor and data quality. Our employees are the driving force behind Dstillery’s 97% client retention rate and the reason that hundreds of the most innovative marketers rely on Dstillery. More information: dstillery.com.
Dynamic Signal helps companies build direct relationships with the people who love their brands by engaging them with compelling content, marketing messages and offers. Our platform provides brands a single, comprehensive dashboard to be successful social content marketers and to measure ROI. With rich content marketing and social CRM features, brands can identify, engage and reward their advocates. The brand’s advocates which include customers, fans, employees and influencers can create, share and promote relevant content through their social channels, resulting in a measurable increase in awareness, interest, purchase and loyalty. Our customers include top brands across entertainment and media, consumer packaged goods, and financial services.
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Title Sponsors
Other agencies treat social media the way advertising has always been treated. At Ignite Social Media, we have created an innovative, specialized approach that we use to power social media marketing for some of the world’s best brands. Brands choose us because, as one of North America’s first social media agencies, we know how to turn business objectives into realities in creative, strategic and measurable ways.@IgniteSMA
Livefyre helps companies engage consumers through a combination of real-time conversation, social curation and social advertising. With Livefyre’s social CMS, brands can integrate realtime social content into their websites, mobile apps, advertisements and television broadcasts to increase viewer engagement, boost website traffic and drive revenue. As the fourth largest network online, Livefyre is powering real-time social experiences for over 550 leading brands including American Idol, AOL, Bravo, CBS, Conde Nast, Cox Media Group, Dow Jones/WSJ, FOX Sports, Mashable, NASCAR, Showtime, Sony Playstation, Sports Illustrated, The New York Times, Unilever and Universal Music Group. Livefyre also acquired social storytelling platform Storify in September 2013 and Social Application Provider Realtidbits in November 2013. @Livefyre
Moosylvania was founded in 2003 as an independent ad agency full of independent thinkers. We create branding, experiential, social media and promotions using Digital EQ. What’s this Digital EQ you ask? Our people combine emotional quotient (the ability to interpret human emotion) and digital insight to create meaningful friendships between people and brands. It’s common knowledge around here that marketing is temporary, but relationships are lasting. So to build those brand relationships, we treat “users” like individuals, “consumers” like people, and “followers” like friends. @Moosylvania
www.Brand-Innovators.com
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Title Sponsors
NetBase is the award-winning social analytics platform that global companies use to analyze and engage with consumers in real-time to build your business. NetBase won CGT’s Best in Class: Consumer Goods Technology award this year. Our platform processes billions of social media posts daily for actionable business insights for marketing, research, customer service, sales, PR and product innovation leaders. NetBase is a trusted partner to AMC Networks, American Airlines, Arby’s, Beam, Coca-Cola, Kenneth Cole, McCann Erickson, Ogilvy, Walmart and YUM!. Our customers report 34% cost reduction to capture social media insights, 20% time reduction to manage PR and significant boost in productivity for many business functions. Please contact us to learn more and to schedule a custom demo: www.netbase.com or email info@netbase.com. @Netbase
Pixability is an ad buying and video marketing platform for YouTube. Many of the world’s top brands and agencies depend on Pixability’s award-winning programmatic media technology for effective YouTube campaigns with complete transparency and reporting accuracy. Pixability enables media professionals to plan smarter placements, run faster campaigns, and see better results. Pixability is headquartered in Boston with presences in New York, San Francisco, Chicago, and London. @Pixability
Tongal is an open innovation platform that produces and distributes social video content. Tongal’s proprietary process combines a distributed workforce model with game mechanics which allows brands to pull in ideas from anyone, anywhere and collaboratively produce targeted, on equity content, every time. The company was selected by PepsiCo as one of the 10 most innovative startups in the country, has been written up by McKinsey, Business Week, Fortune, Mashable, Wired, Ad Week, Rolling Stone and clients have ranged from McDonalds, P&G, Colgate Palmolive, Lego, Coca-Cola, NASA, Nestle, Capitol Records, Universal Studios to Kiva and Feeding America. @Tongal
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Title Sponsors
Twitter is an online social network and a microblogging service that enables users to send and read “tweets,” which are messages limited to 140 characters. Registered users of Twitter are able to read and post tweets via the web, SMS or mobile applications. Created in March 2006, Twitter is a global real-time communications platform with 400 million monthly visitors to twitter.com and more than 200 million monthly active users around the world. It receives a billion tweets every 2.5 days on every conceivable topic. World leaders, major athletes, star performers, news organizations and entertainment outlets are among the millions of active Twitter accounts through which users can truly get the pulse of the planet. @twitter
xAd helps brands harness the power of accurate location data to produce measurable results from mobile advertising. Through award-winning location technology that is precise, measurable and scalable, xAd’s platform pinpoints target audiences by neighborhood, across the country and around the globe at pivotal moments during the consumers’ path-to-purchase. xAd’s platform drives results powered by search-enhanced targeting, ultimately yielding unparalleled performance. Founded in 2009, xAd is headquartered in New York City and has several offices both across the U.S. and internationally. xAd serves more than 1.5 million national and local advertisers, while managing more than 30 billion location-verified ad requests per month.
ZEFR is the leading technology company that empowers brands to discover and target their most important influencers and topics in video. With more data than any other YouTube partner, ZEFR’s BrandID platform provides a view into culture and the tools to turn insights into more impactful media for brands. As the technology company of choice for nearly every Hollywood movie studio and music label, ZEFR manages over 275 million videos online and tracks over 31 billion video views a month. ZEFR is a top ranked ComScore video property. The company is headquartered in Venice Beach, California with offices in New York, Boston and Chicago. @ZEFRinc
www.Brand-Innovators.com
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Premier Sponsors
OneSpot marries content marketing with the power, data intelligence, and infrastructure of online advertising. OneSpot’s platform turns owned and earned content into native advertising that drive positive business outcomes. Big data machine learning is applied to place native ads with the highest efficacy across all web traffic sources, and then makes use of viewer behavior data for re-targeting sequencing to optimize the content-to-conversion funnel. OneSpot has been running content ad campaigns in private preview since March 2012. Clients have represented B2B, B2C, and CPG companies. The system is now in public beta and live with display ads today, but will shortly support other channels, including: mobile, Facebook, Twitter, LinkedIn and AdWords/AdSense.
As the leading content advertising company, Visible Measures excels at drawing consumer attention to stories that brands have created. Whether that be long form videos, shorter clips, articles, or images, Visible Measures takes a data driven approach in delivering advertising programmatically by leveraging the vast amount of data collected over the past 8 years.
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About.com helps users answer questions, solve problems, learn something new and find inspiration
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