Hello and ... Welcome to Brand Innovators Content Marketing in Cincinnati! 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. Brandon Gutman Co-Founder
Marc Sternberg Co-Founder
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. 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 Cincinnati, Brand Innovators Marketing to Women, Thursday, April 30.
Marc Sternberg
Brandon Gutman
Co-Founder
Co-Founder
Visit our news site www.brand-innovators.com for the latest trends in marketing innovation. www.Brand-Innovators.com
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Brand Innovators Team Brandon Gutman Co-Founder
Ted Rubin
Acting Chief Marketing Officer
David Teicher
Chief Content Officer
Leora Rosenberg Program Director
Maria Sekar
Program Director
Negeen Amuzegar
Marketing Coordinator
Marc Sternberg Co-Founder
Jared Hopfer
Head of Business Development
Paula Parisi
Chief Technology 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 .................................................................. 22 ADVISORY BOARD ...................................................... 27 STRATEGIC ADVISORS ................................................ 31 SPONSORS ................................................................. 32
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Host
TED RUBIN ACTING CMO, BRAND INNOVATORS AND BEST-SELLING AUTHOR TedRubin.com or @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. His latest book, How To Look People in the Eye Digitally, is new to market this year.
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Event Chairperson
DAVE KNOX CMO, ROCKFISH @DaveKnox
Before opening the Cincinnati Rockfish office in 2010, Dave Knox was a seven-year veteran of Procter & Gamble, where he was instrumental in the digital turnaround that led to P&G being named to the Ad Age Digital A-List. Previously, he served as P&G’s Corporate Marketing Brand Manager for Digital Business Strategy, responsible for digital innovation across P&G’s 300+ brands worldwide. Author of the industry-leading blog HardKnoxLife.com, Dave is widely recognized as a thought leader in digital marketing, social media, tech innovation and entrepreneurship and is a leader in the entrepreneurial community, serving as a board observer/advisor to several venture-backed companies.
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Keynote
JASON LOEHR VP, DIRECTOR OF GLOBAL MEDIA & DIGITAL MARKETING, BROWN-FORMAN @jloehr
As Vice-President of Global Media & Digital Marketing, Jason Loehr leads Brown-Forman’s approach to integrated communication planning across brand portfolios and markets. His work is at the intersection of global support for paid media, including TV, print, video, social, OOH, etc. and the influence of digital in the brand’s owned, earned and shared media. Jason has over 20 years experience integrating digital with traditional communication and innovation strategies from startups to the Fortune 100. Prior to Brown-Forman, Jason was SVP for Strategy & Development at Mad*Pow, a leading ux firm, working with partners including Aetna, GE Healthcare, McKesson and Intuit. At Humana, Jason led the adoption of digital across the enterprise. At AGI and Camping World, Jason established the Web as a primary channel for revenue and consumer engagement. His consulting background includes MSNBC, Danka and Frederick’s of Hollywood. Jason received his degree in Advertising from WKU and MBA at Indiana University SE. He lives in Louisville, KY where he volunteers with the boards of the WKU School of Journalism, Louisville Digital Association and First Tee of Louisville.
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Keynotes
NORTY COHEN CEO AND FOUNDER, MOOSYLVANIA @nortycohen
In 2003 Norty Cohen founded Moosylvania with the goal of creating value for clients while hosting a dynamic environment that embraces new media and innovation every day. Norty got his start as a creative, then moved to the account side and, eventually, agency ownership. Since launching Moosylvania he hasn’t stopped learning, adapting and pioneering the way. Norty has led numerous breakthrough studies, including several on the behavior of Millennials, summaries of which can be found on his blog at Moosylvania.com.
KODI FOSTER HEAD OF BRAND INITIATIVES, OUTBRAIN @KodiFoster
As head of brand initiatives at Outbrain, Kodi Foster is responsible for leading strategic account development, collaborating with Fortune 500 brand partners on their content marketing initiatives. Kodi began at Outbrain by establishing the brand’s paid recommendations business, helping to grow Outbrain into the largest content discovery platform in the world. He also spends his time evangelizing about trends in the digital advertising space. Prior to joining Outbrain, Kodi was VP of Business Development at Sahara Media Holdings, a publicly traded investment company specializing in the digital media industry.
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Success Stories
BRIAN GOLDSTEIN GLOBAL SPORTS MARKETING, MCDONALD’S @bgoldstein3
Brian Goldstein is head of Global Sports Marketing and Global Head of FIFA World Cup for the McDonalds Corporation, a position he’s held for 6 years. Prior to McDonalds he was head of Marketing and Events at Nike. He has an MBA in Marketing Management, Management and Organizations from the Kellogg School of Management and a BA from Northwestern University.
J.B. KROPP VP-DIGITAL STRATEGY AND BUSINESS DEVELOPMENT, THE E.W. SCRIPPS COMPANY; FOUNDER, GEORGE REMUS BOURBON & RYE J. B. Kropp is VP-Digital Strategy and Business Development, The E.W. Scripps Company, founder, George Remus Bourbon & Rye. He joined Scripps in June to oversee Scripps’ digital entrepreneurs-in-residence team and work with its digital leadership team on strategy and execution. J.B. was prior to that an executive at Twitter,where he worked closely with client Procter & Gamble. He was also was a co-founder of Vitrue, the social media management platform recently acquired by Oracle. And he was one of the early team members who helped launch and grow the digital sharing and data company ShareThis. J.B. is a Cincinnati native and well known in the city’s startup community. He is a co-founder of the The Brandery, the Cincinnati accelerator that was a launching pad for such companies as FlightCar and Ahalogy.
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Q&A
HENRY CASANOVA DIRECTOR, EXECUTIVE RECRUITING & SOCIAL MEDIA, MACY’S @NYCtoCincy
Henry Casanova is currently the Director of Executive Recruitment and Social Media for Macy’s Inc and has been part of the company since 2009. Prior to his experience at Macy’s, Henry occupied recruitment management positions at various recruitment firms in New York as well as here in Cincinnati. Before his corporate experience, Henry spent 9 years in the United States Marine Corps. He is holds a Bachelors in Creative Writing from the University of Cincinnati.
JIM LARRISON GENERAL MANAGER AND CO-FOUNDER, DYNAMIC SIGNAL @jlarrison
As Co-Founder & General Manager at Dynamic Signal (dynamicsignal.com), Jim Larrison is responsible for overseeing the company’s direction, product innovation, and market strategy to become a global provider of SaaS based advocate and social marketing enterprise solutions for leading Global 2K brands. Jim focuses on driving new businesses and markets, while guiding product innovation and customer successes. Prior to founding Dynamic Signal, Jim was an early founding member of a handful of successful start-ups. Jim was the CRO at Adify, which was acquired by Cox Enterprises for over $350MM in 2008. Prior to Adify, Jim played a leadership role, most recently as Executive Vice President of Corporate Development at comScore. Before joining comScore, he held management positions at leading US companies such as: Information Resources, Lever Brothers, and Vision Quest Research. Jim received a BS in Marketing from Bradley University and MS in Information Systems from DePaul University. Jim is an influential movie fanatic, local politico, blogger, and photographer. On weekends you can catch him on the sidelines of his son’s football or lacrosse games with a few Nikon camera’s around his neck. 14
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Agenda THURSDAY, FEBRUARY 12, 2015
21C MUSEUM HOTEL, CINCINNATI, OHIO
8:45 am
WELCOME
9:00 am
CONTENT MARKETING 2.0: FROM BOARDROOM TO NEWSROOM
Brandon Gutman, Co-Founder, Brand Innovators Marc Sternberg, Co-Founder, Brand Innovators Event Chairperson: Dave Knox, CMO, Rockfish Host: Ted Rubin, Strategic Advisor and Acting CMO, Brand Innovators
Content marketing has gone mainstream, evolving from a novelty 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: Jonathan Tauber, Head of Sales, Central Region, Outbrain Aaron Eisel, VP, Ticketing & Business Development, Cincinnati Reds Ernesto Levy, VP Marketing, Americas, Novartis Consumer Health Jason Loehr, VP, Director of Global Media & Digital Marketing, Brown-Forman
9:40 am
SUCCESS STORY: HOW BRAND MARKETERS HELPED BUILD ONE OF THE COUNTRY’S TOP STARTUP ACCELERATORS It seems that every week another Fortune 500 marketer is opening an innovation lab in Silicon Valley in order to bring themselves closer to the world of digital and emerging startups. Yet closer to home, some of the world’s top marketers have partnered over the last 5 years to launch The Brandery in Cincinnati, Ohio. The first thematic startup accelerator focused on consumer marketing, The Brandery has graduated 45 Startups that have raised nearly $70 million in Venture Capital. Hear the story of how they reached this success through the support of marketers including Procter & Gamble, Nestle, Kroger and other leading companies. Dave Knox, CMO, Rockfish
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Agenda 10:00 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. Keenan Beasley, Co-Founder and Managing Partner, The Strategy Collective Dhani Jones, Partner, Proclamation Randal Moss, Digital Marketing Manager, ACCO Brands Matthew Newell, Digital Marketing Manager, State Farm
10:30 am SUCCESS STORY — THE URBAN LEGEND OF FREE SOCIAL MARKETING In a time where our attention span is shorter than that of a goldfish, many marketers think they must share more and more content to a highly distractible audience. But with organic reach plummeting, chances are your audience still won’t see your content unless you throw more money at social networks. By investing in your owned and operated properties and shifting the focus from the quantity of real-time content to the quality of real-time content, you can earn organic followers that persist beyond a campaign. Jenna Langer, VP of Strategy, Livefyre
10:45 am NETWORKING BREAK 11:05 am
KEYNOTE: — THE NEW DEFAULT Kodi Foster, Head of Brand Initiatives, Outbrain Content is no longer a “nice-to-have” and mobile is no longer the “new kid on the block” in digital marketing: they are the primary means of communication between brands and consumers. In this discussion, Kodi will discuss why fluency in content and mobile engagement isn’t just a marketing imperative – it’s a business imperative.
CONTINUED ON PAGE 18 www.Brand-Innovators.com
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Agenda 11:30 am
SUCCESS STORY: “CONTENT MARKETING – BUILDING GENUINE RELATIONSHIPS WITH YOUR CUSTOMERS” In today’s world of marketing, delivering genuine experiences to consumers is key. Brands must surprise and delight people in order to create lifelong fans. To do this successfully, brands need to build this sentiment into their DNA and embrace the action in the age of experience. Join Jake Rouse, Co-Founder of Braxton Brewing Company as he takes a deep dive into the how’s and why’s of branded behaviors, delivering on what consumers actually ask for, understanding data and performance and recognizing the reward in seeing consumers share your story.
Jake Rouse, Co-Founder, Braxton Brewing Company
11:50 am SUCCESS STORY: MCDONALD’S AT THE 2014 FIFA WORLD CUP
Serving as an Official Sponsor and the Official Restaurant of the FIFA World Cup since 1994, in 2014 McDonald’s modernized its Player Escort Program which sent 1,408 kids to the tournament in Brazil for the opportunity of a lifetime. This was a chance to not only meet their soccer (football!) heroes, but to live out any sports fan’s dream and walk onto the field of play at the largest sporting event on the planet…all while holding hands with the greatest players in the game. Brian Goldstein, the Global Head of FIFA World Cup at McDonald’s will discuss the thought behind the brand’s content marketing program, and how he and his team turned the journey and experience around these special 60-second moments in time already well documented on TV in 210 countries - into more personalized social media assets from some 300 brand events to be shared in near real-time with 80+ countries. t
Brian Goldstein, Global Sports Marketing, McDonald’s
12:15 pm LUNCH 1:10 pm KEYNOTE: CRAFTING YOUR CONTENT MIX Jason Loehr, VP, Director of Global Media & Digital Marketing, Brown-Forman Managing the mix of content can be overwhelming; from which platforms to use to how better content can be created. Jason Loehr, Vice President of Global Media & Digital Marketing at Brown-Forman, will share perspectives and frameworks for leading content across iconic brands and diverse markets around the world.
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M O OSY LVA NI A PR ESE NTS
THE 2015 MILLENNIAL STUDY RANKING REPORT Over the last two 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 1:35 pm
KEYNOTE: 2015 MILLENNIAL BRAND RANKING REPORT Norty Cohen, Founder & CEO, Moosylvania Join us for the debut of our latest research on the Millennial generation. Building on two years of surveys and panels with this important influencer target, the 2015 Millennial Brand Ranking Report demonstrates which brands are connecting with Millennials and which ones aren’t, no matter how much they spend on advertising.
2:00 pm
Q&A: USING SOCIAL FOR EMPLOYEE ADVOCACY & RECRUITMENT Increasingly, brands are realizing that there’s much more to social engagement than marketing. From an employment perspective, social channels can be utilized to reach local audiences and talent pools, identifying and engaging potential candidates and empowering current employees to become ambassadors for the brand. Hear from Macy’s and Dynamic Signal about the various ways brands can incorporate social media – internally and externally – to expand brand vision. Henry Casanova, Director, Executive Recruiting & Social Media, Macy’s Q&A conducted by Jim Larrison, GM and Co-Founder, Dynamic Signal
2:20 pm
LIFE AT THE INTERSECTION OF CONTENT AND COMMERCE The intersection of digital content and commerce is reshaping the marketing industry globally. Until recently content and commerce existed in separate silos, creating disjointed customer experiences. The swift increase of mobile technology, along with the implementation of user-generated content into creative marketing campaigns has changed the game completely. Today, leading brands from a variety of industries are using compelling content to drive commerce online and people into stores. They are creating seamless, relevant experiences that not only inspire consumers, but also delight them enough to take action. Moderator: Drew McKenzie, Director, Client Strategy, Ahalogy TJ Hunter, Director-Digital Marketing, Rosetta Stone Brian Kirby, Digital Marketing Manager, Wendy’s Chuck Van Hyning, Senior Digital & eCommerce Capabilities Manager, Unilever
2:55 pm
NETWORKING BREAK
3:15 pm
SUCCESS STORY: THE ROLE OF CONTENT IN BUILDING AND LAUNCHING A NEW BRAND J.B. Kropp, VP-Digital Strategy and Business Development, The E.W. Scripps Company; Founder, George Remus Bourbon & Rye
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Agenda 3:35 pm
PEOPLE, PARTNERSHIPS, AND PRODUCTION: THREE ROUTES TO CREATING COMPELLING CONTENT Creating content and creating content people actually want are two very different matters. 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 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: Allen Mason, VP Strategy, Communications & Media, dunnhumby, USA Heidi Matheys, SVP & General Manager of DIY Channels, Valvoline at Ashland, Inc. Clarissa Niese, CMO & EVP Marketing Tire Discounters Jake Rouse, Co-Founder, Braxton Brewing
4:10 pm
SUCCESS STORY
4:30 pm
SUCCESS STORY
Irv Cassio, Director Digital Experience, Luxottica Retail
4:50 pm WHAT DOES SUCCESS IN CONTENT MARKETING LOOK LIKE? Whether it is page views 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. Irv Cassio, Director of Digital Experience, Luxottica Retail Brian Goldstein, Global Sports Marketing, McDonald’s Frank Weikel, Director of Digital Media, Western & Southern Financial Group
5:20 pm BRAND INNOVATORS COCKTAIL RECEPTION
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Speakers KEENAN BEASLEY
CO-FOUNDER AND MANAGING PARTNER, THE STRATEGY COLLECTIVE
IRV CASSIO DIRECTOR OF DIGITAL EXPERIENCE, LUXOTTICA RETAIL
@KBeasley97 In 2014, Keenan Beasley segued from his illustrious career on the brand side, teaming with Dionna McPhatter to found The Strategy Collective, a full-service marketing firm that supports companies from start-ups to Fortune 500 in realizing their business goals. Keenan draws on extensive experience managing some of the most iconic and fastest growing global brands at the nation’s top CPG companies. Prior to launching The Strategy Collective , Keenan was a VP at L’Oreal, responsible for leading the Garnier Fructis brand. Earlier, he worked at Reckitt Benckiser. He began his career at Procter and Gamble
AARON EISEL
VP, TICKETING AND DEVELOPMENT, CINCINNATI REDS As VP, Ticketing & Business Development for the Cincinnati Reds, Aaron Eisel leads a team of 50+ to deliver annual ticket sales objectives and leads the strategic direction for the Reds consumer loyalty programs. Before joining the Reds in 2013 Aaron worked at Procter & Gamble, most recently as Associate Marketing Director. Through 14 years at P&G, Aaron held leadership roles in both Fabric Care and Home Care, focusing on retail marketing, new business development and digital marketing. Aaron also led P&G into the franchising sector, via the creation of Tide Dry Cleaners where he led the national expansion of P&G’s first retail concept. He is a graduate of Xavier University. 22
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Irv Cassio is the Program Manager for Luxottica’s Omni-Channel & Digital Initiatives. He has had roles from IT to Marketing in the areas of retail innovation, digital store experiences and software development. Irv has implemented unique digital experiences at flagship stores including Times Square and Fifth Avenue and implemented tablet programs enabling OmniChannel capabilities. Irv describes himself as a digital explorer, passionate about retail and fashion. His experience includes digital signage, social media, visual merchandising, marketing, e-commerce, customer experience and store design.
BRANDON GUTMAN CO-FOUNDER, BRAND INNOVATORS @BrandonGutman As Co-Founder of the Brand Innovators, Brandon Gutman develops premium content, tapping marketers from the world’s most successful brands to share how they utilize emerging technology and new media to drive meaningful ROI. A prolific, highly respected writer, Brandon is an expert blogger whose contributions are featured on Forbes’ CMO Network. Prior to launching Brand Innovators Brandon held marketing and business development positions in the executive search sector, forging relationships with the most influential marketers, technology developers and venture capitalists in our industry.
Speakers TJ HUNTER
Director-Digital Marketing, Rosetta Stone
TJ Hunter is the Director of Digital Marketing for Rosetta Stone’s Consumer Division. As Director of Online Marketing, TJ drives digital marketing strategy for the U.S. Consumer Business across social, mobile, search, display, affiliate, and digital partnership marketing channels. Before joining the Rosetta Stone team, TJ led AOL’s Renewal and Payment Marketing efforts, a $200MM P&L challenged to retain AOL’s most at-risk—and valuable—customer segments. TJ’s 15 years of success as a digital marketer are rooted in a thorough understanding of even the most technical aspects of each channel.
BRIAN M. KIRBY
DIGITAL MANAGER, THE WENDY’S COMPANY @brianmkirby Brian Kirby is the digital manager for The Wendy’s Company, one of the world’s largest quick service restaurant chains. He manages strategic growth and development of all web and mobile properties – most recently the national launch of their mobile payment platform and pilot of mobile ordering using Bluetooth Low-Energy beacons. Previous to Wendy’s, Brian worked at Hart, a full service agency, focusing on clients specific in the digital space.
DHANI JONES PARTNER, PROCLAMATION @DhaniJones
Dhani Jones is a former American football linebacker who spent 11 seasons in the National Football League, playing for the New York Giants and the Philadelphia Eagles. In January 2013, Dhani partnered in Proclamation, a Cincinnati-based agency that helps brands capture the loyalty of today’s cross-cultural consumers. He is also the CEO of Hyur Staffing Services, a Minority Business Enterprise fostering cultural diversity in the workplace, and serves as Chairman of the private equity firm Qey Capital Partners. In his spare time, Dhani hosts “Playbook360″ and “GT Academy” for Spike TV, and the Big Ten Network’s “LiveBIG.”
JENNA LANGER
VP STRATEGIC PATNERSHIPS, LIVEFYRE @jennalanger
Jenna Langer is VP Strategic Partnerships at Livefyre. Starting as the second employee at the company when it was founded in 2009, Jenna has built the Livefyre community from the ground up and touches all aspects of the business as it continues to grow. Her focus is enhancing Livefye’s real-time socially connected conversation engine. Outside of work she likes moving faster than walking – either on a bike, snowboard, kiteboard, or something else outdoors.
www.Brand-Innovators.com
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Speakers ERNESTO LEVY VP MARKETING, AMERICAS, NOVARTIS CONSUMER HEALTH Ernesto Levy is the North American Vice President of Marketing for Novartis Consumer Health. He is responsible for iconic brands such as Excedrin, Theraflu and Benefiber. He has been in his role for over two years and has been responsible for growing doubling the business in that span of time as Novartis recovered from a massive product recall in 2011. Previously, he spent 15 years at Procter & Gamble, leading the Oral Care (Crest, Oral-B), Beauty Care (Pantene, Olay) and Home Care (Dawn, Cascade) divisions. He has worked in his native Colombia, Mexico and in the United States.
ALLEN MASON
VP STRATEGY – COMMUNICATIONS & MEDIA, DUNNHUMBY, USA @allenrmason Allen Mason is VP Strategy at dunnhumbyUSA where he oversees development of new marketing communication and media solutions. He’s been the driver behind using retailer purchase data to target and personalize media and loyalty communications as a way to transform brand marketing and has been an active thought leader on the topic. Prior to joining dunnhumby, Allen spent 15 years at Procter & Gamble as one of the pioneers of digital marketing launching and leading programs across iconic brands including Gillette, Pantene, Swiffer and the P&G Pharmaceutical business. Allen serves on the advisory board for Total Beauty Media..
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HEIDI MATHEYS
SVP & GENERAL MANAGER, DIY CHANNELS , VALVOLINE, ASHLAND INC. Heidi Matheys is SVP and General Manager of DIY Channels for Valvoline, a division of Ashland, Inc. Heidi is responsible for managing the Valvoline CPG business in the U.S., including sales, trade marketing, category management, brand management, creative services and consumer research teams. She assumed her current post in 2013. Previously, Heidi was VP, Global Brands, Ashland Consumer Markets, leading brand management, marketing strategy and consumer research for Valvoline products. She earlier served as Senior Global Marketing Director, Innovation, at ALCON, a Novartis Company. Heidi spent 5 years at Johnson & Johnson Merck and McNeil Pharmaceuticals.
DREW MCKENZIE DIRECTOR, CLIENT STRATEGY, AHALOGY @drewmckenzie
Drew McKenzie oversees Ahalogy’s media strategy and operations, working with brands and agencies to align business and brand objectives with measurable media solutions. Prior to joining Ahalogy, he led and managed digital media strategy for Luxottica’s retail brands in NA, including Sunglass Hut, LensCrafters, Pearle Vision, Target Optical and Sears Optical. Before Luxottica, he spent eight years on the agency side in the areas of digital strategy, media and account management, serving clients such as U.S. Bank, Michaels Arts & Crafts, Procter & Gamble and LexisNexis. Drew started his career as an advance man for President George W. Bush.
Speakers RANDAL MOSS
DIGITAL MARKETING MANAGER, ACCO BRANDS @RandalC Randal C. Moss pioneered in the non-profit sector the use of Virtual Worlds for raising revenue, driving brand recognition and managing relationships. He was a national presenter for the American Marketing Association’s Hot Topics Tour from 2006-2008, a 4 time presenter at SXSW, and is a current content advisor for SXSW and SXSW V2V. Randal has earned awards and recognition from the National Human Services Assembly, the ePhilanthropy Foundation and the State of Play conference. Randal presently drives brand engagement and revenue growth for a portfolio of brands as the Digital Marketing Manger at ACCO Brands.
CLARISSA NIESE CMO & EVP MARKETING TIRE DISCOUNTERS @mamaniese2
Clarissa Niese is the CMO and EVP Marketing of Tire Discounters, the nation’s 9th largest retailer of in the category. Clarissa leads development of all chain-wide Communications, Design, Promotions and Program Implementation. She has 15 years of marketing and brand management experience on brands such as Pepto-Bismol, Prilosec OTC, Pampers, Duracell, Metamucil, Airheads and Mentos. She has been featured on the cover of the Wall Street Journal for her creative marketing to women approaches and is a graduate of The University of Cincinnati with degrees in Marketing, Real Estate and Middle Eastern Studies.
MATTHEW NEWELL DIGITAL MARKETING, STATE FARM
Matthew Newell spent the first decade of his career at BMG/Sony Music, marketing artists ranging from Dave Matthews Band to OutKast to Foo Fighters. He later served as a Creative Director for a boutique ad agency and then Director of Marketing for a Gannettowned NBC television affiliate. Somewhere in there, he also built three start-ups, including a watch company and app store. When he’s not digitally marketing at State Farm’s HQ in Bloomington, he’s either shoveling snow or watching corn grow depending on the time of year.
JAKE ROUSE CO-FOUNDER AND CEO, BRAXTON BREWING COMPANY @JacobRouse Jake Rouse is the Co-founder and CEO of Braxton Brewing Company, where he leads the company’s strategic vision and execution. Primarily responsible for bringing the “Taproom of the Future” to life, Jake is focused on discovering unique ways technology can enhance the beer drinking experience. Founded in 2014, Jake led the company to become the most funded brewery project on the popular crowd funding website Kickstarter by raising $71,000+ in just 30 days. In addition to Braxton Brewing Company, Jake is also the the founder of JRV, which helps early stage, high growth technology startups.
www.Brand-Innovators.com
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Speakers 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.
FRANK WEIKEL DIRECTOR OF DIGITAL MEDIA, WESTERN & SOUTHERN FINANCIAL GROUP @FrankWeikel In his role as Director of Corporate Marketing and Communications at Western & Southern Financial Group, Frank Weikel leads the Corporate Communications, Corporate Marketing, Digital, and eBusiness groups to build successful digital and traditional advertising and marketing campaigns for target groups from 200 to 74 million. Before joining Western & Southern, Frank worked in the automotive industry developing e-commerce strategies and solutions to maximize revenue and marketing results for car dealers across the country. He is an active community volunteer with the Boy Scouts of America and Special Olympics.
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CHUCK VAN HYNING SENIOR DIGITAL AND ECOMMERCE CAPABILITIES MANAGER, UNILEVER As the Senior Digital and eCommerce Capabilities Manager for Unilever, Chuck Van Hyning is charged with maintaing the highest level of eCommerce integration at the company. This includes identifying and vetting data sources, incorporating data streams into the organization and its processes, developing U.S. online category management standards and strategy. He is also in charge of growing conversion via Brand.com and the development, piloting and testing of new business models. Chuck joined Unilever in 2005. Prior to that he was an Account Manager with NPD and a Senior Analyst with Synnovate (formerly Market Facts).
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 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
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MAYUR GUPTA
SENIOR DIRECTOR, SOCIAL MEDIA AND CONTENT, WALGREENS
JOHN KOLLER
VICTOR LEE
VP, PLATFORMS MARKETING, SONY PLAYSTATION (SCEA)
VP DIGITAL BRAND MARKETING, HASBRO
ELLIOT LUM
MICHAEL MA
VP STRATEGIC MARKETING, COLUMBIA RECORDS
SVP, DIGITAL BANKING, STRATEGIC PLANNING, BANK OF AMERICA
Get Social: @Brand_Innovator #bisummit
Advisory Board PAUL MARCUM HEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA
ANDREW MARKOWITZ
DIRECTOR, GLOBAL DIGITAL STRATEGY, GE
MERYL TRUFFELMAN MACUNE VICE PRESIDENT, GLOBAL DIGITAL MARKETING, ESTﾃ右 LAUDER
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
UMANG SHAH
SENIOR VP MARKETING, WEST MARINE
GLOBAL DIRECTOR, SOCIAL MEDIA & DIGITAL MARKETING, CAMBELL SOUP COMPANY
JOHN STARKWEATHER
JONATHAN STEPHEN
EXECUTIVE DIRECTOR, DIGITAL MARKETING, MOBILE AND BUSINESS SOLUTIONS, AT&T
HEAD OF DIGITAL COMMERCE & AIRLINE INNOVATION, MARKETING, SILVER AIRWAYS
www.Brand-Innovators.com
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Advisory Board CHAD STUBBS SR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO
CHRIS THORNE
GLOBAL VICE PRESIDENT, MEDIA & MARKETING, ELECTRONIC ARTS
COLLIN T. WESTCOTT-PITT VP MARKETING, HEINEKEN, HEINEKEN USA
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JON SUAREZDAVIS VICE PRESIDENT, GLOBAL MEDIA AND DIGITAL STRATEGY, KELLOGG COMPANY
GREGG WEISS VP/BUSINESS LEADER, SOCIAL MEDIA, US DIGITAL MARKETING, MASTERCARD WORLDWIDE
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 Sponsor
Outbrain is the world’s largest content discovery platform, bringing personalized, relevant online, mobile and video content to audiences while helping publishers understand their audiences through data. Outbrain serves over 150 billion personalized content recommendations every month and reaches over 553 million unique visitors across the globe. Outbrain’s expansion is a reflection of its successful innovations in supporting a new era of digital publishing. Top-tier premium publications that currently leverage the Outbrain platform include: CNN, ESPN, Le Monde, Fox News, The Guardian, Slate, The Telegraph, New York Post, Times of India and Sky News. Learn more at outbrain.com and follow us @Outbrain.
Title Sponsors
AOL, Inc. is a brand company, committed to continuously innovating, growing, and investing in brands and experiences that inform, entertain, and connect the world. The home of a world-class collection of premium brands, AOL creates original contentthat engages audiences on a local and global scale. We help marketers connect with these audiences through effective and engaging digital advertising solutions. @AOL
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Bottlenose provides real-time comprehension of streaming data sources that hold hidden opportunities, threats and other phenomena material to your business. We do this through our advanced Trend Intelligence technologies that find vital and actionable signals in social, broadcast and enterprise data streams. Our Trend Intelligence application, Nerve Center(tm), offers an enterprisegrade, real-time dashboard for researching, discovering, tracking and acting on influential developments as they form and spread. @bottlenoseapp
Title Sponsors
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. At Dstillery, billions of consumer signals and available impressions are distilled across all screens. @Dstillery
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
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
Predictive Science is a software company focused on helping Fortune 1000 marketers discover and capture the value of their data. We are the pioneers of big data analytics for marketing. We pride ourselves in being able to understand business problems and deliver solutions with the mind of a data scientist. The purpose of our products is to create transparency, foster a spirit of accountability, and build the foundation for predictive analysis. We are data scientists who know marketing. @PredictiveSc
www.Brand-Innovators.com
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Title Sponsors
Rockfish is a full-service digital innovation partner that drives business for some of the world’s largest brands. We build groundbreaking digital solutions through expert integration of strategy, creative and technology. Founded in 2006, Rockfish has offices in New York, Chicago, Dallas, Austin, Cincinnati, Atlanta, Northwest Arkansas and Portland. Rockfish is part of WPP, the world leader in communications services with 170,000 employees in 110 countries. For more information, visit RockfishDigital.com. @rockfish
Premiere Sponsor
Kargo is a mobile-first brand advertising company that pairs the most recognizable brands in the world with premium publishers for measurable mobile marketing success. With a scalable platform covering all major verticals, we make it possible to deliver highly impactful rich media, native and video creative with 100% transparency. In addition to being an OnMobile Top 100 winner for three consecutive years, Kargo is the recipient of multiple industry awards including a 2010 Digiday award for Best Mobile App Content and 2014 OMMA awards for Best Rich Media Execution. @Kargo
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Tongal is changing the way creative work gets done, by making it accessible to people everywhere. Its open platform enables brands, businesses and causes to tap into a global creative network, providing an inexhaustible resource for fresh ideas and insights, as well as superior film talent. Creatives participate on a level playing field, accessing work that has historically not been available. Tongal’s process allows creatives and brands to focus on what they do best. The result is outstanding work delivered with incredible speed and efficiency.Creativity set free. Tongal is based in Santa Monica, California. @Tongal