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SEPTEMBER 24, 2015 MINNEAPOLIS, MN
WHAT MOTIVATES THE WORLD'S CONSUMERS? GET THE FULL BRAND PASSION REPORT: LUXURY BRAND RETAILERS AT NETBASE.COM.
ENTERPRISE-SCALE SOCIAL MEDIA ANALYSIS
Hello and ... Welcome to Brand Innovators Content Marketing in Minneapolis!
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 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 best and brightest brand marketers in America about what’s working in content marketing and the major trends on the horizon. Thank you to all of our speakers, attendees, and partners who contributed to today’s program, and a special shout-out to our friends at Cambria for hosting us. We invite you to participate in the discussion, and to share ideas with your fellow brand marketers in the Brand Innovators community, both during and after today’s event. Enjoy the show and we look forward to seeing you at our next event in Minneapolis, 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.
Brand Innovators Team Brandon Gutman Co-Founder
Ted Rubin
Acting Chief Marketing Officer
David Teicher
Chief Content Officer
Ryo Mochido
Event and Marketing Manager
Maria Sekar
Program Director
Marc Sternberg Co-Founder
Jared Hopfer
Chief Revenue Officer
Alexander Kanish
Business Development Manager
Martina Suess
Program Director
Parker Johnson
Marketing Coordinator
What’s Inside LETTER FROM THE FOUNDERS ........................................ 3 VIP SPEAKERS ................................................................. 6 AGENDA ............................................................................. 16 SPEAKERS ........................................................................ 24 ADVISORY BOARD ........................................................... 29 STRATEGIC ADVISORS .................................................... 33 SPONSORS ...................................................................... 34
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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
Host
TED RUBIN STRATEGIC ADVISOR, ACTING CMO, BRAND INNOVATORS, AND AUTHOR OF RETURN ON RELATIONSHIP @TedRubin
Ted Rubin is a leading Social Marketing Strategist, Keynote Speaker, Brand Evangelist, and Acting CMO of Brand Innovators. In March 2009 he started using and evangelizing the term ROR, Return on Relationship, hashtag #RonR. Ted left his position as Chief Social Marketing Officer of Collective Bias on August 31, 2013. He remains the 5th largest shareholder. In the words of Collective Bias Co-Founder John Andrews… “Ted, you were the vision, heartbeat and soul of Collective Bias, thank you for building a great company. From innovations like cbSocially to the amazing relationships you built with the blogger community, clients and employees, you drove the epic growth. You will be missed!” Many people in the social media world know Ted for his enthusiastic, energetic and undeniably personal connection to people. Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine; one of the most interesting CMOs on Twitter according to Say Media, #13 on Forbes Top 50 Social Media Power Influencers, and number #2 on the Leadtail list of Top 25 People Most Mentioned by digital marketers. ROR, #RonR, is the basis of his philosophy…It’s All About Relationships! His book, Return on Relationship was released January 29, 2013.
Keynote Speakers
AMANDA BRINKMAN CHIEF BRAND & COMMUNICATIONS OFFICER, DELUXE Amanda is the Chief Brand and Communications Officer at Deluxe working to turn around a 100 year old brand. She has created a unique career with amazing experience, having worked on both the agency and client side. She experienced success early in her career at agencies such as Cohn & Wolfe London, Campbell Mithun and Fallon. During her time on the agency side she worked with a variety of brands: BMW, Reebok, Sony, Toro and Virgin Mobile. On the client side Amanda has built marketing teams and used “creativity from the inside out” for Allianz, General Mills, Digital River and most notably for UnitedHealth Group when she built the internal agency, “Carrot” that sparked the consumer engagement category for health insurers. Actively involved in the community, Amanda serves as the Board Chair for Children’s Cancer Research Fund and on the Make-A-Wish Board. Amongst her awards and recognition, Amanda has been named a “Woman to Watch” and received the “Forty Under 40” award in 2009 from the Minneapolis/St. Paul Business Journal. 6
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Keynote Speakers
PERNILLE BRUUN-JENSEN CHIEF MARKETING OFFICER, NETBASE @PernilleBruunJ
Pernille Bruun-Jensen is a well-rounded international business professional and operator who has lived and worked around the world, and who ‘gets’ the challenges of brands. She previously led the dramatic turn-around of Intuit’s UK operation as General Manager, delivering double digit growth on all dimensions, and fostering a thriving company culture to become the #1 Best Small Workplace. As VP and Global CMO she then led Global Expansion for QuickBooks Online – again for double digit growth. Prior to Intuit, Pernille held senior Marketing positions at Johnson & Johnson and also Kraft Foods. Pernille holds an MBA in International Management from the top European Business School ESCP (formerly EAP). She loves customer insights and innovation – compelling her to join NetBase to unleash social action powered by technology – with brands and agencies around the world.
ANDREW FURMAN VP SALES, CENTRAIL AND WESTERN REGIONS, OUTBRAIN @AHFurman
Andrew Furman serves as Vice President of Sales at Outbrain overseeing the Western and Central regions. As the largest, content discovery platform in the world, Outbrain helps people discover the most interesting, relevant and trusted content by powering personalized recommendations across a network of premium publishers such as CNN, Wall Street Journal, and ESPN. Andrew consults brands, agencies, and publishes on how to successfully execute digital content marketing strategies and initiatives. Andrew has over 15 years of advertising sales and sales management experience that includes over 6 years at FOX in both NY and Chicago. Andrew graduated from Indiana University School of Business with a BA in Marketing/International Business and received a MBA from Baruch Zicklin School of Business in NY.
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Keynote Speakers
LOUANN HAAF DIRECTOR, CAMBRIASTYLE MAGAZINE LouAnn Haaf is the Director of Cambria Style Magazine, where she brings Cambria’s brand to life with custom content. A seasoned professional and award winner in the content arena, she helps brands bring their voices to life by combining ‘out of the box’ brand strategies with the art and science of custom brand editorial on every conceivable level. A rich history in brand strategy and creative married with a flair for engaging brand content gives LouAnn the rare ability to leverage all platforms. She strategizes, conceptualizes, creates and directs all aspects and opportunities within Cambria’s award winning print and digital lifestyle brand publication as well as its channels and platform strategy.
KARL MILLER
DIRECTOR, DIGITAL STRATEGY KNA, KELLOGG COMPANY 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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Keynote Speakers
SHELLY NELSON VICE PRESIDENT OF MARKETING, CAMBRIA Shelly Nelson is Vice President of Marketing at Cambria, where she oversees the strategy and execution of all consumer and trade marketing activity. She manages a staff of 35+ marketing professionals in brand management, creative, event marketing, sports marketing, PR, social media, publishing, digital marketing, media and retail and business development. Shelly has a track record of leading strategy and managing activation across a diverse group of large and small businesses on both the agency and client-side. Strategically focused on understanding consumer needs and actions in order to effectively communicate brand propositions, her strength is in assembling and retaining high performing teams through authentic leadership and strong communication skills.
JILL RENSLOW SVP OF BUSINESS DEVELOPMENT, MARKETING, MALL OF AMERICA As Senior Vice President of Marketing and Business Development with Mall of America®, Jill Renslow oversees Mall communications, marketing, strategic alliances and partnerships, advertising, digital media, group sales, theme park, and theatre marketing. She is responsible for working with new and existing tenants to create unique experiences and drive sales and traffic. Working with various innovative partners, the goal is to develop and integrate emerging technologies into both Mall of America retail and entertainment environments. Renslow will work with top Mall leadership to provide direction and vision for the new front entrance and expansion to the Mall which is currently under development. The project will include a 342-room JW Marriott hotel, office tower, highend retailers, new dining options, a tourist welcome center and large event space. Renslow brings over 17 years of valuable experience at Mall of America to her current role. Previously, Renslow was Vice President of Marketing and Business Development at Mall of America. During her tenure, Renslow oversaw a $25 million rebranding effort of the nation’s largest indoor amusement park, Nickelodeon Universe®, as well as annual enhancements including new rides, attractions and partnerships. Renslow holds a B.A. in marketing communications from St. Cloud State University and an M.B.C. from the University of St. Thomas.
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Keynote Speakers
DAVE SCHNEIDER SENIOR DIRECTOR/HEAD OF GLOBAL MARKETING, RED WING SHOE COMPANY Dave Schneider is an integrated marketing professional with accomplishments from both the brand marketing and agency perspectives. Today Dave leads the marketing practice for Red Wing Shoe Company where he is responsible for brand management, marcomm, communications and retail experience. Prior to Red Wing, Dave held senior leadership positions at a variety of marketing/advertising firms over his 25-year career, including DigitasLBi (Publicis Groupe); and DDB Worldwide (Omnicom Group), where he led the client services practice of the highly acclaimed, Advertising Age A-list Agency, Tribal DDB. Dave has consulted with some of the highest caliber brands in the Fortune 500, including Dell, State Farm, Lowe’s, McDonald’s and MillerCoors. Between agency experiences, Dave previously led the international marketing practice of Apollo Group, a joint venture between the leading for-profit higher education company and private equity firm The Carlyle Group. While there, he defined and deployed scalable commercial practices and products that drove consistent and profitable network-wide growth. Dave holds a B.A. from Luther College (Decorah, IA), has completed MBA-equivalent course work, and has dabbled in the tech start-up space.
BOB THACKER EXECUTIVE DIRECTOR, ADOPTACLASSROOM.ORG As Executive Director of AdoptAClassroom.org, Bob Thacker has helped provide much-needed teaching materials to literally thousands of teachers and students across America. Prior to leading AdoptAClassroom.org, Bob had an illustrious career in marketing and advertising. Bob lead marketing efforts at Target, and was CMO at both Sears and OfficeMax as well as CEO of BBDO Advertising, Minneapolis. Bob is a member of the Retail Hall of Fame, and was selected by Advertising Age twice as one of the Top 100 marketers in the nation. He is regarded a foremost authority on cause marketing and speaks on this topic throughout the world.
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Agenda THURSDAY, SEPTEMBER 24, 2015 CAMBRIA, MINNEAPOLIS
8:30 am
BREAKFAST
8:45am
WELCOME Brandon Gutman, Co-Founder, Brand Innovators Marc Sternberg, Co-Founder, Brand Innovators Host: Ted Rubin, Strategic Advisor, Acting CMO, Brand Innovators, and author of Return on Relationship Event Chairperson: Shelly Nelson, Vice President of Marketing, Cambria
9:00 am
OPENING KEYNOTE: THE MAKING OF CAMBRIASTYLE LouAnn Haaf, Director, CambriaStyle Magazine Shelly Nelson, Vice President of Marketing, Cambria
9:25 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: Liz Bedor, Brand Strategist, NewsCred Jennifer Heyman, VP, Social Media Engagement, Wells Fargo Marcia Miller, Senior Vice President, Corporate Marketing & Marketing Services, Optum Patrick Reiter, Senior Group Manager – Digital Marketing and Media, Target Jill Renslow, SVP of Business Development, Marketing, Mall of America
10:05 am KEYNOTE Jill Renslow, SVP of Business Development, Marketing, Mall of America
CONTINUED ON PAGE 18
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Agenda 10:20 am
NETBASE ORIGINAL: INSIDERS VIEW ON 2016 POLITICAL PRIMARY DEBATES We will analyze the debate, using the NetBase LIVE Pulse™ dashboard, monitoring the social chatter about the candidates. Pernille Bruun-Jensen, Chief Marketing Officer, NetBase
10:35 am
NETWORKING BREAK
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: Kyle Stuef, Director of Community Management, Ignite Social Media Tucker Gerrick, Director of Marketing, Fulton Beer Kevin Hunt, Social Media Manager, General Mills Ashley Ryan, Marketing Director, First Avenue Wendy S. Wiesman, Senior Director of Marketing, Blue Cross and Blue Shield of Minnesota
11:30 am
KEYNOTE Bob Thacker, Executive Director, AdoptAClassroom.org
11:50 am KEYNOTE
The explosion of digital content, consumer generated content in particular, has changed the marketing landscape forever. This evolving dynamic presents new challenges and opportunities that must be met head on to succeed on the marketplace. Karl will talk a little about what is happening in the space, what Kellogg’s is doing about it and then share some recent successes.
Karl Miller, Director, Digital Strategy KNA, Kellogg Company
12:15 pm LUNCH 1:15 pm
KEYNOTE
Andrew Furman, Vice President, West and Central Region, Outbrain CONTINUED ON PAGE 20
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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
Agenda 1:40 pm KEYNOTE Dave Schneider, Senior Director/Head of Global Marketing, Red Wing Shoe Company
2:05 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: Matthew Gonnering, CEO, Widen
Amy Halford, Director, Digital Marketing, General Mills Dave Schneider, Senior Director/Head of Global Marketing, Red Wing Shoe Company David Shelleny, Interactive Marketing Communications Manager and Producer, Polaris Industries Zach Sussman, Marketing Director, Kaskaid Hospitality
2:40 pm CLOSING KEYNOTE — SMALL BUSINESS REVOLUTION
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Amanda Brinkman, Chief Brand & Communications Officer, Deluxe
3:05 pm
IT’S A WRAP!
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Speakers LIZ BEDOR
Brand Strategist, NewsCred
Liz Bedor is a content marketing strategist at NewsCred, based in New York City. With NewsCred, she’s helped enterprise brands including AXA, Blue Cross Blue Shield, Estée Lauder, IBM, Verizon, ADP and Office Depot conceptualize, implement and optimize their content marketing strategies. Liz is also a contributor to marketing publications such asBusiness2Community, B2B Marketing Insider, Social Media Week and SAP’s Digitalist. Prior to joining NewsCred, she worked in brand marketing and sales enablement for technology industry leader, Salesforce.
MATTHEW GONNERING CEO, WIDEN
Matthew Gonnering has the honor of leading highly-intelligent & playfully-engaged people while they focus intensively on solving marketing and creative problems. We are Widen, a freedom-centered marketing technology company founded in 1948, headquartered in Madison. Together we help connect over 10 million pieces of marketing content with hundreds-of-thousands of brand ambassadors worldwide. Matthew started at Widen in 2000 with a background in printing and earned the CEO role in 2009. Matthew is active in faith, family, fitness, organizational culture, marketing, technology, education and community. Living the eudaimonious life and encouraging others to do the same.
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TUCKER GERRICK
Director of Marketing, Fulton Beer Tucker Gerrick is the Director of Marketing at Fulton Brewing; Minnesota’s 5th largest brewery. He has worked with a diverse selection of businesses from Millennialfocused action sports & fashion brands to global Fortune 500 companies and tech startups. His perspectives and ideas center around a sort of optimistic and hopeful skepticism of standard systems. When he’s not blowing holes in pre-established thought patterns he can be found taking photos, tattooing, riding his skateboard and spending some much-enjoyed home time with his family in Minneapolis
BRANDON GUTMAN
CO-FOUNDER, BRAND INNOVATORS @BrandonGutman As Co-Founder of the Brand Innovators, Brandon Gutman 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 more effectively engage consumers and drive meaningful ROI. A prolific, highly respected writer, Brandon is an expert blogger whose work has been featured in Fast Company and on Forbes’ 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. www.Brand-Innovators.com
Markeeng that Maaers
Pear enables brands to build real relaaonships with communiies at scale.
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Soluuons.Pearup.com
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Speakers AMY HALFORD DIRECTOR, DIGITAL MARKETING, GENERAL MILLS
Amy Halford is the Director of Owned Media at General Mills responsible for delivering a world class experience across the company’s food publishing digital platforms including bettycrocker.com, pillsbury. com, tablespoon.com, quericavida.com and boxtopsforeducation.com. These food platforms combined put General Mills among the top 5 digital food publishers in the U.S. Amy and her team develop content, user experience, and digital marketing strategies that drive audience development and engagement amongst high value consumers resulting in revenue lifts for General Mills’ brands. Amy has over 15 years’ experience leading marketing strategy, digital marketing, and brand management across CPG and retail industries. Amy received her MBA from the University of Minnesota and her BA in Business Administration from the University of Northern Iowa.
KEVIN HUNT
Social Media Manager, General Mills
Kevin Hunt manages digital strategy, editorial content and social media engagement for the Global Communications group at General Mills. He’s been with the company since 2010. Prior to General Mills, he was the managing editor of social media at Thomson Reuters, Legal. He spent 10 years as a producer and executive producer at KSTP-TV in Minneapolis/St. Paul, and also produced newscasts at WFRV-TV and WEAU-TV
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JENNIFER HEYMAN VICE PRESIDENT, SOCIAL MEDIA ENGAGEMENT, WELLS FARGO @jheyman
A Gen Ex gal, Jennifer Heyman is excited to be in her fourth year with Wells Fargo managing social media engagement across seven platforms. She leads a global team involved in social conversations around the world and marvels constantly at how fans and consumers are changing the landscape of communication with today’s brands. Jennifer hails from the great city of Chicago and as a true Midwesterner, she loves sports, live music, snowboarding, pizza and she knits scarves to keep warm. She’s headquartered in San Francisco and you can find her (sharing pics of her adorable daughter) on Twitter and Instagram.
MARCIA MILLER
SENIOR VICE PRESIDENT, CORPORATE MARKETING & MARKETING SERVICES, OPTUM Marica Miller is the Senior Vice President of Corporate Marketing and Marketing Services at Optum, where she leads corporate brand, advertising, sponsorship and event strategy. Marcia manages a team of centralized marketing service professionals including creative services, account management and trade show teams. A senior leader with over 25 years experience in marketing strategy development and execution across numerous industries including health care, packaged goods and retail, Marcia is results-oriented with a strong focus on building brand equity and ROI. Her tenure includes work with start-up brands and companies (development of a new category) and mature circumstances (facing heavy competition).
Speakers PATRICK REITER
SENIOR GROUP MANAGER – DIGITAL MARKETING AND MEDIA, TARGET Patrick Reiter joined Target in 2012 to lead the Digital Advertising Team. The team is charged with delivering business results via technology, data, people and the power of innovation. With the customer, Target calls them Guests, as our guide, we’ve found new ways to recognize and reward via the customer to brand relationship. Patrick brings extensive experience in leading digital marketing and media teams, digital publishing and monetization, and shaping modern consumer communication. Immediately prior to Target, Patrick led strategic relationships for WebMD in the Midwest. Prior to WebMD, Patrick led Digital Marketing at Haworth Marketing and Media,. Additionally, Patrick has previously held leadership positions within the Starcom Agency Group.
DAVID SHELLENY
INTERACTIVE MARKETING COMMUNICATIONS MANAGER AND PRODUCER, POLARIS INDUSTRIES Dave Shelleny is the Interactive Marketing Communications Manager and Producer at Polaris Industries, where he engages with the brand’s customers and motorsports enthusiasts who are considering Polaris as their brand of choice by using interactive marketing, content production, and social media. He leads the Polaris Studio inhouse content production initiative that supports all Polaris brands, GEM, Goupil, Indian Motorcycle and Victory Motorcycles. Using photography and video to help the company’s businesses tell their stories via its websites, social media and print, Dave invites the Polaris audience behind the curtain so they can see the passion of the people who build the world’s best powersports vehicles.
ASHLEY RYAN
MARKETING DIRECTOR, FIRST AVENUE Ashley Ryan is the Marketing Director for First Avenue and the 7th St Entry, the historic music venue situated in downtown Minneapolis. For over four decades the club has brought the local and national music scene to the foreground in the Midwest. Prior to First Avenue she worked for the media group Emmis Communications in Austin, TX, and with numerous experiential marketing agencies in Minneapolis. Ashley is motivated by creating authentic interaction between brands and consumers, and is powered by espresso and breakfast tacos.
MARC STERNBERG CO-FOUNDER, BRAND INNOVATORS @MarcSternberg1
Marc Sternberg is co-founder of Brand Innovators, a leading producer of conferences 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 nonprofit organizations, including Make-A-Wish Foundation of Los Angeles and the AntiDefamation League/LA.
www.Brand-Innovators.com
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Speakers KYLE STUEF
Director of Community Management, Ignite Social Media Kyle Stuef is currently the Director of Community Management at Ignite Social Media. During his time at ISM, he has helped develop and execute the content strategies across a number of client groups and verticals, including: automotive (Fiat Chrysler Automobiles), hospitality (Carlson Rezidor Hotel Group, On The Border Restaurants), financial (Green Dot Corporation), consumer goods, and technology verticals (Samsung). He currently oversees a team of direct reports who manage the social media footprints for over 20 brands where he helps to maintain and create best-in-class standards in content development, community engagement and balancing organic and paid promotion.
WENDY S. WIESMAN Senior Director of Marketing, Blue Cross and Blue Shield of Minnesota
Wendy Wiesman is the Senior Director of Marketing at Blue Cross and Blue Shield of Minnesota, where she leads a group tasked with the development of B2B and B2C marketing / advertising campaigns, budget, planning and internal and external execution. Wendy is also responsible for forwarding the position of the brand, while managing marketing operations and partnering with consumer markets, government programs, health management and consumer and digital market teams to deliver innovative marketing programs to drive consumer engagement forward. She has an enthusiasm for leading teams and groups toward a shared goal and an expertise in helping to uncover and unveil the big picture to team members and key stakeholders. 28
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ZACH SUSSMAN Marketing Director, Kaskaid Hospitality
Zach Sussman is the Marketing Director of Kaskaid Hospitality, where he manages strategy and execution of all marketing related tactics for the brand. His passion and big picture thinking have fueled his desire to generate increasing awareness of the Kaskaid Hospitality and CRAVE Restaurant brands. Zach is also involved with several non-profit organizations through a program called “CRAVE Cares,� which was launched in 2010. Through CRAVE Cares, the brand features a different non-profit organization each month, and donates a portion of the proceeds from its specials menu to that organization. The brand is passionate about highlighting many different types of organizations and giving them a platform to spread their message and educate the community.
Advisory Board MADHUR AGGARWAL
VICE PRESIDENT, STRATEGY, OFFICE OF CMO, SAP
DOUGLAS BUSK GLOBAL GROUP DIRECTOR - DIGITAL COMMUNICATIONS & SOCIAL MEDIA, THE COCACOLA COMPANY
B. BONIN BOUGH VP, GLOBAL MEDIA & CONSUMER ENGAGEMENT, MONDELEZ INTERNATIONAL
LASTON CHARRIEZ SVP MARKETING, WESTERN UNION
CHRIS CHESEBRO
CHARLIE COLE
ASST. VP, US MEDIA INVESTMENTS, L’OREAL USA
CEO, THE LINE
ERICK DICKENS
JORGE FONTANEZ
VICE PRESIDENT, MARKETING, KING’S HAWAIIAN
VP, MARKETING MANAGER, CHASE COMMUNITY GIVING, J.P. MORGAN CHASE
MARC FONZETTI
NICOLE FRALEY
DIRECTOR OF MEDIA STRATEGY & INVESTMENT, VERIZON WIRELESS
AVP DIGITAL MARKETING, VICTORIA’S SECRET
www.Brand-Innovators.com
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Advisory Board IAN GOMAR
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MAYUR GUPTA
PRESIDENT, SHAQUILLE O’NEIL ENTERPRISES
GLOBAL HEAD, MARKETING TECHNOLOGY AND INNOVATION, KIMBERLYCLARK
KIRK HEINLEIN
SCOTT HUDLER
DIRECTOR, MARKETING COMMUNICATIONS, GLOBAL MARKETS ADVERTISING, AT&T
VICE PRESIDENT-GLOBAL CONSUMER ENGAGEMENT, DUNKIN’ BRANDS
JASON JOHN
ADAM KMIEC
CHIEF MARKETING OFFICER, PUBLISHERS CLEARING HOUSE
SENIOR DIRECTOR, SOCIAL MEDIA AND CONTENT, WALGREENS
JOHN KOLLER
VICTOR LEE
VP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)
VP DIGITAL BRAND MARKETING, HASBRO
JAKE LESTAN
PJ LEWIS
HEAD OF BRAND PARTNERSHIPS & NEW PRODUCT COMMUNICATIONS, DISCOVER
SENIOR DIRECTOR, GLOBAL BRAND MARKETING & DESIGN, MATTEL
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Advisory Board TRESSIE LIEBERMAN SENIOR DIRECTOR & SOCIAL MARKETING, TACO BELL
ELLIOT LUM VP STRATEGIC MARKETING, COLUMBIA RECORDS
MICHAEL MA
PAUL MARCUM
SVP, DIGITAL BANKING, STRATEGIC PLANNING, BANK OF AMERICA
HEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA
MERYL TRUFFELMAN MACUNE VICE PRESIDENT, GLOBAL DIGITAL MARKETING, ESTﾃ右 LAUDER
ANDREW MARKOWITZ
DIRECTOR, GLOBAL DIGITAL STRATEGY, GE
ASHWIN NATHAN
MASON NELDER
MARKETING DIRECTOR, DIGITAL, FRITO LAY PORTFOLIO, PEPSICO
DIRECTOR OF SOCIAL & DIGITAL STRATEGY, VERIZON
MARC PATRICK
DEB RADCLIFF
SENIOR BRAND DIRECTOR, NIKE EAST
SENIOR VP MARKETING, WEST MARINE
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Advisory Board BETH REILLY
UMANG SHAH
BETH REILLY, HEAD OF GLOBAL CONSUMER ENGAGEMENT, MOTOROLA
GLOBAL DIRECTOR, SOCIAL MEDIA & DIGITAL MARKETING, CAMBELL SOUP COMPANY
JOHN STARKWEATHER
CHAD STUBBS
EXECUTIVE DIRECTOR, DIGITAL MARKETING, MOBILE AND BUSINESS SOLUTIONS, AT&T
JON SUAREZDAVIS VICE PRESIDENT, GLOBAL MEDIA AND DIGITAL STRATEGY, KELLOGG COMPANY
GREGG WEISS VP/BUSINESS LEADER, SOCIAL MEDIA, US DIGITAL MARKETING, MASTERCARD WORLDWIDE
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SR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO
CHRIS THORNE
GLOBAL VICE PRESIDENT, MEDIA & MARKETING, ELECTRONIC ARTS
COLLIN T. WESTCOTT-PITT VP MARKETING, HEINEKEN, HEINEKEN USA
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
www.Brand-Innovators.com
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Marquee Sponsors
Cambria is the exclusive family-owned, American made producer of natural quartz surfaces in North America. Headquartered in Le Sueur, Minnesota, Cambria is sold through an exclusive North American network of premium, independent specialty retail and trade partners which can be identified atwww.CambriaUSA.com. Cambria is a stain resistant, nonporous, natural quartz surface that is harder, safer and easier to care for than other surfaces. Its nonabsorbent nature protects against more than just stains – it’s also extremely hygienic. Cambria’s industryleading design palette of vibrant colors and striking movement has captured the attention of the industry and the imagination of the consumer. Cambria continues to push the envelope of innovation by developing additional designs to meet the demands of the most discerning consumers and designers.
As the world’s leading content marketing and syndication platform, NewsCred provides brands and publishers with access to fully-licensed articles, images and video from over 2,500 world-class sources. NewsCred empowers brands and publishers to drive new revenue by delivering the content their audiences want and share. Combining powerful curation technology and an experienced editorial team, NewsCred builds custom content solutions to global clients, including niche editorial sections, thought leadership portals, email marketing and social media campaigns. @Newscred
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
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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
Dynamic Signal redefines how companies communicate with the world. Our proven Employee Advocacy platform lets employees receive and post company-approved content to their social networks, transforming them into experts, advocates and contributors. Founded in 2010, Dynamic Signal helps hundreds of organizations of all sizes including IBM, Salesforce, GameStop, Domo, SurveyMonkey and Bloomberg. @dynamicsignal
Dstillery has built its foundation on helping marketers target prospects scientifically proven to most likely care about their brand. Our acquisition of EveryScreen Media, an early innovator in mobile media buying and targeting, allows us to capture a whole new level of insight about those prospects. Adding location and device data to browser and offline intelligence gives us the ingredients, tools and techniques to deliver value at a whole different level. All of that has evolved into Dstillery, where billions of consumer signals and billions of available impressions are distilled across all screens. @dstillery
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
www.Brand-Innovators.com
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Title Sponsors
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 real-time 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
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 36
Get Social: @Brand_Innovator #bisummit
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 the 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
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.
Title Sponsors
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
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
www.Brand-Innovators.com
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Premier Sponsor
Where groups and sponsors connect. Pear’s engagement platform, Pearup.com, connects brands and local businesses to target consumers through sponsorships for authentic and meaningful relationships. Since 2009, we make grassroots sponsorship easy, scalable and economical. Pear is a win-win experience between sponsors and affinity groups. Brands leverage sponsorships for digital engagements such as fan acquisition, video and content distribution, user-generated content, and consumer insights initiatives. The sponsored benefits from the sponsorship support, and the sponsor gets exposure while building customer engagement and loyalty. Pear brings this process online, and makes it easier than ever before. Real relationships. Real results. Learn more, advertising.pearup.com. @Pear_says
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WHAT DREAMS MAY COME
© CAMBRIA 2015
U.S. Patent Pending
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