DIA SOCIAL ME
SUMMIT
TWO WAY STREET
CONSUMER
BRANDS
HOSTED BY
FEB 26, 2015 NEW YORK
Hello and ... Welcome to our fourth annual Brand Innovators Social Media Summit during Social Media Week! Social media is re-inventing how brands communicate and engage with their consumers, providing marketers with new opportunities to build loyalty and long-term relationships with their best customers. Thanks to the Internet, social networks and other new and evolving community platforms, mass communication is giving way to an unprecedented 1:1 dialogue between brands and their consumers. Understanding how to leverage social media may be the single greatest competitive advantage that a brand has today. Brandon Gutman Co-Founder
Marc Sternberg Co-Founder
Brand Innovators Social Media will provide brand marketers from Fortune 500 and other leading brands with an important forum to share success stories about how they are leveraging social media and online communities to grow their user bases, identify advocates and influencers, and ultimately build armies of brand ambassadors. We will hear from some of the best and brightest brand marketers in America, about what’s working in social media and what major trends we should be watching for this year. 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. And, an extra special shout out to our colleagues at J. Walter Thompson for hosting today’s event. Enjoy the show and we look forward to seeing you, again, at Brand Innovators Future of Television, March 5, during the Upfronts, in NYC!
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 ...................................
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VIP SPEAKERS .............................................................
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AGENDA ......................................................................... 22 SPEAKERS ................................................................... 29 ADVISORY BOARD ......................................................
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STRATEGIC ADVISORS ...............................................
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SPONSORS ................................................................. 39
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Host
TED RUBIN STRATEGIC ADVISOR AND ACTING CMO, BRAND INNOVATORS, 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. His latest book, How To Look People in the Eye Digitally, is being released January 2015. Connect with Ted at TedRubin.com. 6
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Event Co-Chairperson
MASON NELDER DIRECTOR OF CENTRAL INSIGHTS & SOCIAL BUSINESS, VERIZON @MasonNelder
Mason Nelder is a communications and business strategist with more than 18 years of experience, spending 8 years in the digital/social space. From startups to a Fortune 20 company as the Director of Central Insights & Social Business for for Verizon Wireless, Nelson is the central social strategist for the company. He’s a collaborator, digital strategist, writer and speaker who has sparked culture change, improved business communication and persuasively mandated business innovation. A husband, father of three, avid pet owner and sports enthusiast, he continues to pursue adventure and a thorough enjoyment of life , wherever it may lead.
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Event Co-Chairperson
SUSAN HAMMES VP, SOCIAL MEDIA MARKETING, AMERICAN EXPRESS COMPANY @susanita96 Susan Hammes is Vice President of Social Media Marketing and Digital Brand Experiences at American Express. She oversees social media strategy, content and digital brand engagement with a focus on providing unique experiences via the social web. Working at the cutting edge of social commerce, Susan was responsible for significant growth of the brand’s social fan base through digital programs, such as AmexSync. Susan’s innovation was instrumental in developing the #PassionProject, a social content program designed to celebrate Doers and Makers from social communities with the support of American Express Membership. More recently, she developed a parent-targeted content strategy for the launch of Amex EveryDay Credit Card that involves animated content featuring diverse social influencers ranging from Maroon5 to Soleil Moon Frye. Susan joined American Express in 2008 as Director of Media and Sponsorships where she oversaw communications strategy for International and the US. Prior to American Express, she spent over 10 years at WPP’s Young and Rubicam Inc. and MediaEdge where she successfully led communications planning and digital channel adoption for a variety of leading brands, including Dr. Pepper/7UP, Chanel and Campbell Soup Company. 10
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Keynote
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 Brand and Agencies around the world.
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Fireside Chat
LYNN POWER PRESIDENT, J. WALTER THOMPSON NEW YORK @LynnPowered
After 25 years in advertising, Lynn Power can genuinely say she is just as passionate about the business today as the day she started. As President, J. Walter Thompson New York, Lynn partners with Adam Kerj, Chief Creative Officer of J. Walter Thompson New York, to lead the agency’s flagship New York office. Together they are responsible for driving industry-leading creative work, and the overall strategic direction and growth of J. Walter Thompson New York. Lynn has been building brands and leveraging creativity as a business tool for clients for years, working with some of the world’s most iconic brands including American Express, Clinique, Hershey’s, Gillette and L’Oréal. Prior to joining JWT, Lynn served as President and Managing Partner of Arnold New York. In her five years at the helm, she helped grow Arnold NYC into a thriving mid-size agency, leading many new business wins including 23andMe, Alberto Culver, Del Monte, Kohler and Sanofi. Lynn also helped drive Arnold’s momentum to be named Comeback Agency of the Year by Ad Age in 2010, as well as to Ad Age’s A-List in 2011. Previously, she held roles at BBDO, Grey New York and Ogilvy & Mather. At the heart of agency success, Lynn believes in building a talent-centric culture that respects and nurtures ideas as well as the people who create them. Lynn lives in Manhattan with her husband, Bill (also in the business), two kids, Billy and Katie, and dog, Weber. Life is good. 14
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Fireside Chat
ADAM KERJ CHIEF CREATIVE OFFICER, J. WALTER THOMPSON NEW YORK @AdamSwedenNYC
Adam Kerj is the Chief Creative Officer of J. Walter Thompson New York, tasked with driving industry-leading creative ideas for the New York office and its accounts, including Macy’s, Johnson & Johnson, Puma, Energizer and Royal Caribbean, among others. Prior to joining J. Walter Thompson, Adam was Chief Creative Officer at 360i. During his time as 360i’s creative leader, he was instrumental in helping the agency earn the top digital agency title from Ad Age, Adweek, MediaPost and Mashable in 2014 and recognition as one of advertising’s most innovative companies by Fast Company and Creativity. He brings more than 20 years of experience working alongside world-class brands such as P&G, Toyota and Oreo. Adam has worked in Chicago, New York, Gothenburg, Stockholm and Copenhagen, developing an impressive track record of award-winning work throughout his career. He has garnered more than 50 of the most coveted international awards, including several awards from Cannes Lions, The One Show, The Webbys, Eurobest, The Clios and New York Festivals. Prior to joining 360i, Adam served as Executive Creative Director and Founding Partner of Saatchi Sweden, now one of the most awarded agencies in the Saatchi network. Before that, he was Executive Creative Director and Founding Partner at TBWA Sweden, one of the top three most awarded agencies in the TBWA network. 16
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Success Story
MARISSA KRAXBERGER VICE PRESIDENT, CREATIVE, IVANKA TRUMP @ladyandprince
Marissa Kraxberger is the Vice President of Creative for Ivanka’s growing fashion brand. She is charged with the creative direction for the entire Ivanka Trump brand, which includes defining the voice of the brand, the overall creative and editorial direction of IvankaTrump.com, strategy and execution of the company’s social media presence and managing an in house creative team. She has had a diverse career in design, art direction and brand development for high-profile fashion and lifestyle brands including Diane von Furstenberg, Kate Spade New York and Oscar de la Renta. She is also the author of LadyandPrince.com, where she blogs about her life as a working mom in the fashion industry, raising kids in the city and her travel adventures.
Keynote
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.
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Success Stories
BETH REILLY SENIOR DIRECTOR, HEAD OF DIGITAL AND SOCIAL, AMERICAS REGION, BARILLA At Barilla, Beth Reilly leads a team of professionals in four key regions to develop best in class digital strategies, programs and partnerships. Prior to joining Barilla, Beth was responsible for all Global Digital Strategy for Mondelēz International, responsible for developing programs for Oreo, Trident and Cadbury Dairy Milk, as well as securing global relationships with key partners and agencies. Under her leadership, Oreo grew to a global social powerhouse and Mondelez signed the first mobile-only deal with Google. Prior to Mondelez, Beth worked in Digital and Social Marketing for Kraft Foods. Earlier, she worked with Blue Chip brands like McDonald’s, Kellogg’s and The Walt Disney Company while at Leo Burnett.
VINCENT WASHNGTON SOCIAL MEDIA MANAGER, UPS @VincentWash
Vincent Washington is a business professional with over 20 years of experience with wireless and computer technology, enterprise sales, sports industries, B2B/B2C marketing and social media. As Social Media Manager for UPS, Vincent is responsible for the management and development of digital strategy to support global online customer communications and digital advertising campaigns, working with internal UPS stakeholders, ad agencies, technology partners and digital agencies to align campaigns with UPS’ business goals and objectives. Prior to joining UPS Vincent spent 10 years at Blackberry, and also worked at LinkedIn and also taught social media at Georgia State University.
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Agenda THURSDAY, FEBRUARY 26, 2015
J. WALTER THOMPSON, NEW YORK
8:45 am
WELCOME Brandon Gutman, Co-Founder, Brand Innovators Marc Sternberg, Co-Founder, Brand Innovators Event Chairperson: Mason Nelder, Director of Central Insights & Social Business, Verizon Event Co-Chair: Susan Hammes, VP Social Media Marketing, American Expresss Host: Ted Rubin, Acting CMO, Brand Innovators, Social Marketing Strategist, Brand Evangelist and Author
9:00 am
OPENING REMARKS — THE STATE OF SOCIAL MEDIA Susan Hammes, VP Social Media Marketing, American Express
9:15 am
UNLEASHING THE POWER OF SOCIAL MEDIA The social media explosion over the past decade is arguably the most important paradigm shift in the history of brand marketing, to date. For the first time, consumers have a voice and the ability to establish a meaningful dialogue with their favorite brands. This new relationship has created a powerful opportunity for brand marketers to build rapport and engage on a 1:1 basis, 24/7. Social has also provided brands with the a platform for turning their most loyal fans into brand ambassadors; influential consumers who then leverage their social media channels and provide first hand references for their favorite brands. How are the most successful brands in America successfully using social media to get a meaningful market advantage over their competitors? What’s the next big thing in social? How can social keep you at the top of your game? Learn from the best. Moderator: Kathy Leake, CEO & Co-Founder, Qualia Media Susan Hammes, VP Social Media Marketing, American Express Dave Melbourne, SVP Marketing & Corporate Social Responsibility, Bumble Bee Foods Mason Nelder, Director of Central Insights & Social Business, Verizon
9:50 am
FIRESIDE CHAT: MOVING AT THE SPEED OF CULTURE Lynn Power, President, J. Walter Thompson NY Adam Kerj, Chief Creative Officer, J. Walter Thompson NY CONTINUED ON PAGE 24
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Agenda 10:15 am
CONNECTING WITH CONTENT As Facebook marketing expert Mari Smith recently stated, “Content may be king, but engagement is Queen.” Authentic, original content enables brands to build trust with their consumers. The holy grail of content marketing, however, is to make it so compelling and engaging that consumers not only engage, but share it vis-à-vis social media — Facebook, Twitter, Instagram, YouTube, Pinterest, Google+, LinkedIn, etc. — with their friends and families. How can you make meaningful emotional connections with content? What makes consumers want to share content? What are the secrets of winning with content? You heard it here first. Now tell a friend. Katie Raymond, Sr. Global Manager, Digital & Social Media Marketing, HARMAN International Elisa C. Thomas, Executive Director Digital Marketing – Social & CRM, Clinique Alana Visconti, Social Media Manager, Hello Products
10:50 am HOW CAN YOU INCREASE THE ROI ON SOCIAL MEDIA INVESTMENTS? Jason Beckerman, Chief Product Officer, Unified Social media and real-time marketing have changed the game for brand marketers. This educational session will explore the challenges social media creates in a marketing supply chain made up of brands, agency partners, and technology vendors. It also showcases the opportunities that rich social media data creates for every party in that supply chain. Most importantly, attendees will understand how marketing automation and the power of big data can drive higher ROI for brand marketers leveraging social media.
11:10 am
NETWORKING BREAK
11:30 am
TAPPING THE SOCIAL DATA GOLD MINE The growing gold mine of new consumer data made accessible to marketers through an ever increasing array of social networks — Facebook, Twitter, Tumblr, Pinterest, Instagram, Snapchat, Whisper, Vine — is supposed to be a treasure trove of insights to make marketers smarter and marketing more effective. But successfully making use of that data first means answering questions (like what data matters and what do you want to do with it?) and building new teams with the right skill sets, including data scientists, analysts, engineers and creatives. It’s not just about tracking and metrics either; as marketers really listen to what consumers are saying, that data can be used to inform offline and online creative, CONTINUED ON PAGE 26
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Agenda content development, and messaging strategy. This panel will explore the intersection of social + data and how top tier brands and marketers have tackled these challenges Amy Avery, Head of Analytics, North America, J. Walter Thompson NY Emmy Burns, Global Digital & Social Media Strategist, Elizabeth Arden Licensed Fragrances Nina Mishkin, Director, Digital Brand & Social Media Marketing, American Express Mike Scafidi, Director, Digital Marketing Operations, PepsiCo
12:05 pm KEYNOTE — Mason Nelder, Director of Central Insights & Social Business, Verizon
12:30 pm LUNCH 1:30 pm
SUCCESS STORY — THE MAKING OF “UPS: YOUR WISHED DELIVERED” Vincent Washington, Social Media Manager, UPS In January 2014, UPS was reviewing our 2013 Peak season results – results and frustrations that many customers shared on social media channels. My discussion will focus on following: Through executive leadership, planning, multiple team collaboration, social media strategy and the honest relationship between a child and his UPS driver…UPS could deliver multiple wishes for the Peak 2014 season.
2:00 pm KEYNOTE — Pernille Bruun-Jensen, Chief Marketing Officer, NetBase
2:20 pm
NAVIGATING SOCIAL MEDIA IN THE AGE OF PAY-TO-PLAY Marketers have known for some time that organic reach is increasingly limited on social media and that their brands have to pay up if they want to engage with their target audience. But is organic social reach really dead? Much of the upset has been fueled by Forrester research from October 2013, which began by saying that “Facebook is failing marketers” because it creates less business value than any other digital marketing opportunity. It came as no surprise then that this is the year Facebook transitioned to a pay-to-play model. So, how can brands
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Agenda avoid being crowded out of social platforms as algorithms give more and more priority to paid content? It’s the experience and the content that count. Affinity, advocacy and action – these outcomes cannot be bought, rather they are interactions that are earned. Hear perspectives from the experts as they debate the fundamental marketing challenges presented by social media, whether they’re changing in the age of pay-to-play, and the role organic content still plays in the evolving social ecosystem. Melanie Cohn, Social Media Manager, Dunkin’ Brand Daniella Nabuco, Sr. Manager, Digital & Social Media, Materne North America, GoGo squeeZ
2:55 pm
KEYNOTE: EXCLUSIVE FIRST LOOK: 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.
3:15 pm
NETWORKING BREAK
3:35 pm
SUCCESS STORY: AHALOGY — MARKETING WITH MEANING ON PINTEREST Bob Gilbreath, Co-Founder, Ahalogy
3:55 pm
SUCCESS STORY — TRANSFORMING THE IVANKA TRUMP BRAND Marissa Kraxberger, Vice President, Creative, Ivanka Trump How do you take an existing business with a celebrity name at the helm and turn it into a real brand? A lot of hard work—and a pretty serious social media strategy helps, too. In 2014, Marissa Kraxberger, Vice President of Creative at Ivanka Trump, along with her team, relaunched the brand through social media, a brand identity change and a new content site with videos and editorial to paint the picture of a new woman. With an existing affordable product line, her team’s goal was to take its figurehead, a seemingly unapproachable heiress and celebrity, and portray her, authentically, as a woman that other women— specifically working women—can relate to. CONTINUED ON PAGE 28
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Agenda 4:20 pm
SUCCESS STORY — HOW TO GET YOUR BRAND TO BACK YOU Beth Reilly, Sr. Director, Head of Digital & Social, Barilla Social media is transforming how consumers interact with brands and express their “brand enthusiasm.” Nowhere is this more evident than in the proliferation of user generated content — including pictures and video — featuring consumers sharing their experiences with their favorite products and brands. How are brands capturing these images and encouraging consumers to continue to post? How are brands driving sales though this new channel? Do these types of consumer “endorsements represent the next wave of marketing in the digital era? Move over Spielberg and make room for the next generation of film makers!
4:45 pm
LEVERAGING CONSUMER GENERATED CONTENT AND THE NEXT WAVE OF BRAND EXPERIENCE
Social media is transforming how consumers interact with brands and express their “brand enthusiasm.” Nowhere is this more evident than in the proliferation of user generated content — including pictures and video — featuring consumers sharing their experiences with their favorite products and brands. How are brands capturing these images and encouraging consumers to continue to post? How are brands driving sales though this new channel? Do these types of consumer “endorsements represent the next wave of marketing in the digital era? Move over Spielberg and make room for the next generation of film makers! Moderator: Dick O’Brien, Director of Product Marketing, Offerpop Christine Espinoza, Associate Director, Global & Brand Social Strategy, Starwood Hotels & Resorts Worldwide Lauren Salazar, Associate Director, Director of Social Media, Weight Watchers Susan E. Smith, Sr Creative Director, Brand & Media, Priceline.com
5:20pm
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BRAND INNOVATORS COCKTAIL RECEPTION
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Speakers AMY AVERY
HEAD OF ANALYTICS, NORTH AMERICA, J. WALTER THOMPSON NEW YORK Amy Avery is Head of Analytics for J. Walter Thompson North America, leading the agency’s rapidly growing analytics practice. Prior to joining J. Walter Thompson, Amy spent nearly four years at BBDO, where she built a practice for digital research and analytics across North America, rising to SVP, Head of Data and Analytics, North America. She has also held roles at JWT/RMG Connect, DotGlu, ComGroup and Grey Worldwide. Amy has worked with major brands such as AT&T Mobility, FedEx, Hormel, Starbucks, SC Johnson, Campbell’s, U.S. Marine Corps, FEMA, KimberlyClark and Merrill Lynch, among others.
EMMY BURNS
GLOBAL DIGITAL & SOCIAL MEDIA STRATEGIST, ELIZABETH ARDEN LICENSED FRAGRANCES Emmy Burns is a 14-year strategic channel agnostic [digital x social media x television production] veteran with particular expertise in developing lifestyle and celebrity branded content storytelling through new technologies. With a background in producing television commercials and digital media, she’s developed digital marketing strategies for a decentralized media model through an editorialized approach that positions brands as relevant and inspiring content creators to successfully target the millennial generation. At Elizabeth Arden Emmy is working on the Global Licensed Fragrances business on designer and celebrity fragrance brands including: Taylor Swift , Britney Spears, Justin Bieber, Nicki Minaj, Juicy Couture, John Varvatos and Curve.
JASON BECKERMAN CO-FOUNDER & CHIEF PRODUCT OFFICER, UNIFIED @jsbeckerman
Jason Beckerman oversees all product, technology, and organizational strategy at Unified. Prior to co-founding Unified, Jason was co-founder and CEO of Social Suitcase, an innovator in the brand engagement space that was acquired by Connexus. He has held executive roles at a number of social media companies, including his tenure as cofounder and CEO of Teach The People, a Facebook Fund Grant Company and a TechCrunch 40 Finalist. Jason’s experience also extends to financial services and enterprise software, including positions at Merrill Lynch, Siebel and Salesforce.com. At Salesforce. com he managed the release process for the largest on-demand CRM rollout in the history of the cloud at the time.
MELANIE COHN
SOCIAL MEDIA MARKETING MANAGER AT DUNKIN’ BRANDS
Melanie Cohn currently works at Dunkin Donuts as the Social Media Manager. This exciting role puts her at the forefront of digital as she leads all paid social, content and campaigns for the brand, a leader in the QSR industry. Previously, she worked at GYK Antler, a full service marketing agency in Boston, MA, where she implemented social and consumer engagement strategies for CPG, tourism and restaurant clients. Melanie is also the Founder of Young Women in Digital, an organization of over 800 professionals working, or interested in working in digital marketing. YWD holds educational and creative events across Boston and offes resources for young professionals including exclusive job listings, events, marketing advice, and free access to marketing classes. www.Brand-Innovators.com
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Speakers CHRISTINE ESPINOZA
ASSOCIATE DIRECTOR, GLOBAL & BRAND SOCIAL STRATEGY, STARWOOD HOTELS & RESORTS WORLDWIDE @Christy1444 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.
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.
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BOB GILBREATH
CO-FOUNDER AND PRESIDENT OF AHALOGY @mktgwithmeaning Bob Gilbreath is Co-Founder and President of Ahalogy, a Pinterest marketing company that works with companies such as P&G, Kraft and Kellogg’s. Previously, Bob was a partner at digital agency, Bridge Worldwide, which was acquired by WPP. Post-acquisition, Bob became Chief Strategy Officer of POSSIBLE. Bob is the author of The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning (McGrawHill). His career started in marketing at Procter & Gamble, where he launched Mr. Clean Magic Eraser and was named an Advertising Age Top 50 Marketer. Bob has an MBA in Marketing from NYU/ Stern and a BA in Economics from Duke University.
KATHY LEAKE
CEO & CO-FOUNDER, QUALIA @LeakeKathy As CEO and Co-Founder of Qualia, a pioneer of intent targeting, Kathy Leake and her team are building the company to empower brand marketers with the ability to respond to realtime consumer intent. Under her leadership, the company has achieved a 2,153 % growth rate in 3 years. Prior to joining Qualia, Kathy was a Founder and Chief Revenue Officer at Media6Degrees (now Dstillery), a Social Targeting company. At Dstillery, Kathy developed the positioning, strategy and go-to-market blueprint for the company. She successfully took Dstillery to market and drove the company from prerevenue to $20 million in revenue and $100 million valuation in 2 years.
Speakers DAVID F. MELBOURNE, JR.
SENIOR VP, CONSUMER MARKETING AND CORPORATE SOCIAL RESPONSIBILITY, BUMBLE BEE FOODS, LLC In his role at Bumble Bee David F. Melbourne, Jr., oversees U.S. consumer marketing, advertising, consumer research, corporate communications including public relations and crisis management, innovation and the Company’s corporate social responsibility program. Prior to joining Bumble Bee in 2005, David served as VP Marketing and Strategic Planning for Castleberry/Snow’s Brands, where he spent 10 years in a variety of marketing and operations roles. His CPG experience commenced with U.S. Tobacco Sales and Marketing Company where he held positions of Marketing Analyst and Assistant Product Manager on the Copenhagen brand. David began his career in the non-profit sector, serving as program manager for Junior Achievement of Southwest Connecticut.
DANIELLA NABUCO
SENIOR MANAGER OF SOCIAL AND DIGITAL MARKETING, MATERNE NORTH AMERICA, GOGO SQUEEZ @DaniellaNabuco Daniella Nabuco is the Senior Manager of Social and Digital Marketing at Materne North America, GoGo squeeZ. She oversees digital strategy, content creation, and social media community management for the popular healthy kids snack brand with a focus on engaging consumers in the social and digital realms. At GoGo squeeZ, Daniella has built a large and engaged social fan base, and has continuously worked to convert new consumers to the brand through various digital initiatives. Being at the forefront of the social media era has allowed Daniella to fully grasp and be nimble in the always-changing space.
NINA MISHKIN
DIRECTOR, DIGITAL BRAND & SOCIAL MEDIA MARKETING, AMERICAN EXPRESS @NinaElizabeth22 Nina Mishkin is director of digital brand content and social media marketing at American Express. She manages social advertising; content and digital brand engagement for American Express with a focus on delivering unique and unparalleled experiences to Card Members and prospects online and beyond. Nina’s strategic insights and creativity were instrumental in developing awardwinning branded content programs such as #PassionProject and EveryDay Genius. Nina joined American Express in 2010 on the Global Network Marketing & Information group within Global Merchant Services where she helped launch the Amex Sync programs. Prior to American Express, she spent more than three years at Sotheby’s.
DICK O’BRIEN
DIRECTOR OF PRODUCT MARKETING, OFFERPOP
Dick O’Brien is a seasoned marketing executive with15+ years driving top-line revenue and pipeline growth, launching new products, building brand awareness and market leadership, supporting sales organizations and opening new channels. He has worked in a wide variety of industries, from information services to hospitality and publishing. He has worked with major brands such as General Electric and Fidelity investments as well as start-ups. His most recent position was with Revionics, Inc. a price optimization and social commerce company in Austin, TX.
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Speakers KATIE RAYMOND
SENIOR GLOBAL MANAGER, DIGITAL & SOCIAL MEDIA MARKETING, HARMAN INTERNATIONAL @KatieRaymond88 Katie Raymond is a digital media strategist with extensive experience developing and executing immersive social and digital campaigns for consumer electronics and entertainment brands across all social platforms. As the Global Manager for Digital and Social Media Marketing at Harman International, Katie is responsible for developing digital brand experiences for the company’s major consumer audio brands JBL, Harman/Kardon and Infinity, Harman’s Flagship Store in New York City, as well as providing counsel to a portfolio of professional and luxury brands. Prior to Harman, Katie spent 6 years building the digital program at World Wrestling Entertainment (WWE).
MIKE SCAFIDI
DIRECTOR OF DIGITAL MARKETING OPERATIONS FOR PEPSICO @MDScafidi As the Director of Digital Marketing Operations for PepsiCo Beverages, Mike Scafidi manages all digital marketing platforms including Pepsi’s global publish platform Pulse. In addition to brand and customer digital engagement marketing for programs and promotions, Mike leads Pepsi’s CRM, email and PXP engagement loyalty programs. He manages digital agency and vendor relationships across all beverage brands. Prior to joining PepsiCo Mike lead the global end-user technology practice for Razorfish as the Global Director of Presentation Layer Technology. Mike received his Bachelor of Science in Biology/Geology from the University of Rochester and holds 17 years of Digital Marketing experience. 32
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LAUREN SALAZAR
ASSOCIATE DIRECTOR, DIRECTOR OF SOCIAL MEDIA, WEIGHT WATCHERS @sassandglitter Lauren Salazar is Director of Social Media, overseeing all aspects of Weight Watchers’ social media program, including strategy, planning, partnerships, and analytics for their presence across all social platforms. Salazar has a passion for social media and emerging technology, and in her role, she is expected to understand how to use these platforms to drive business results while ensuring an engaging, consistent experience for all Weight Watchers social media communities. She also led the organization’s implementation of a cross-channel engagement strategy in partnership with the Customer Care team, and helping bring the service vision to the highly public area of social response.
SUSAN SMITH CREATIVE DIRECTOR, PRICELINE.COM @sukismith
Susan Smith is Creative Director at Priceline.com, where she has worked for 8 years. Prior to that, Susan was the Art Director at WebMediaBrands. She studied Multimedia Design and Interactive Design at the Parsons School of Design in New York, and was a studen of Graphic Design and Fine Arts at Penn State University.
Speakers MARC STERNBERG CO-FOUNDER, BRAND INNOVATORS @MarcSternberg1 Marc Sternberg is a co-founder of Brand Innovators, a leading producer of conferences for the advertising and emerging technology industries. Prior to that, Marc was president and COO of AlwaysOn from 2007-2011. At that Silicon Valley-based firm he produced over 20 successful conferences in the digital media, clean technology and cloud computing sectors. Earlier in his career Marc was the vice president of advertising sales for The Hollywood Reporter, a position he held from 1989-2007. He has served on the boards of numerous charitable and non-profit organizations, including MakeA-Wish Foundation of Los Angeles and the Anti-Defamation League/LA.
ELISA C. THOMAS EXECUTIVE DIRECTOR DIGITAL MARKETING, SOCIAL & CRM, CLINIQUE @dflyonthefly
In June 2014, Elisa C. Thomas joined Clinique as the Executive Director Digital Marketing-Social and CRM. She leads the global strategy and content for Clinique’s social platforms and engagement programs. Elisa joined The Estee Lauder Companies in 2011, working with Corporate Digital Marketing as the Director of Digital Education. Previously, Elisa served as a digital creative director at Jack Morton Worldwide, leading teams in the creative strategy and execution for clients including the 911 Memorial and Museum, Fidelity Investments, Hewlett-Packard, Subway Restaurants, Hyundai and Harvard Business School. Elisa earned a BA in Journalism from UMASS-Amherst and a MA in Visual Arts from Emerson College.
PATRICK STOKES VICE PRESIDENT, PRODUCT MANAGEMENT AT SALESFORCE.COM @patr1cks
Patrick Stokes is Vice President of Product Management at salesforce.com, based in New York. Prior to joining Salesforce.com in 2012, Patrick spent 7 years as Chief Product Officer at Buddy Media. Developing apps for Facebook, he created 4ca.st Weather, the top weather application on Facebook with over 250,000 users, and Crushes, the top dating application on Facebook with over 1,000,000 users. Earlier in his career, Patrick was in development at JK Design and IBM. He also spent 10 years running his own company, iitMayBe Media.
ALANA VISCONTI
SOCIAL MEDIA MANAGER, HELLO PRODUCTS @Avisconti Alana Visconti is a social media expert currently living in New York City. Alana started her career in social media as a Distribution Assistant at Big Fuel. She became passionate about connecting with influencers and working with them to create engaging content for brands like Nutrisystem, Starwood Hotels and Gore-tex. Alana then moved onto PromGirl.com where she headed social media efforts as their Social Media Coordinator. Alana learned how to use creative content to get audiences talking and engaging with the brand. After significantly growing Promgirl’s networks and creating a highly engaged audience, Alana joined the team at hello products as their Social Media Manager.
www.Brand-Innovators.com
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Advisory Board MADHUR AGGARWAL
VICE PRESIDENT, STRATEGY, OFFICE OF CMO, SAP
DOUGLAS BUSK GLOBAL GROUP DIRECTOR - DIGITAL COMMUNICATIONS & SOCIAL MEDIA, THE COCACOLA COMPANY
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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
Get Social: @Brand_Innovator #bisummit
Advisory Board IAN GOMAR
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
ELLIOT LUM
MICHAEL MA
VP STRATEGIC MARKETING, COLUMBIA RECORDS
SVP, DIGITAL BANKING, STRATEGIC PLANNING, BANK OF AMERICA
www.Brand-Innovators.com
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Advisory Board PAUL MARCUM HEAD OF GLOBAL DIGITAL INNOVATION, BLOOMBERG MEDIA
ANDREW MARKOWITZ
DIRECTOR, GLOBAL DIGITAL STRATEGY, GE
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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
Get Social: @Brand_Innovator #bisummit
Advisory Board CHAD STUBBS SR. DIRECTOR, MEDIA STRATEGY & INVESTMENT, PEPSICO
CHRIS THORNE
GLOBAL VICE PRESIDENT, MEDIA & MARKETING, ELECTRONIC ARTS
JON SUAREZDAVIS VICE PRESIDENT, GLOBAL MEDIA AND DIGITAL STRATEGY, KELLOGG COMPANY
GREGG WEISS VP/BUSINESS LEADER, SOCIAL MEDIA, US DIGITAL MARKETING, MASTERCARD WORLDWIDE
COLLIN T. WESTCOTT-PITT VP MARKETING, HEINEKEN, HEINEKEN USA
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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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Get Social: @Brand_Innovator #bisummit
Marquee Sponsor
J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry’s first female copywriter to developing award-winning branded content today. For more information, visit www.jwt.com or follow us @JWT_Worldwide.
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
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
www.Brand-Innovators.com
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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
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
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Get Social: @Brand_Innovator #bisummit
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. @dynamicsignal
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
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
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
Salesforce Marketing Cloud integrates its users’ customer data in real time, providing datadriven intelligence. The ExactTarget Marketing Cloud provides digital marketing apps for email, mobile, social, web, marketing automation, and connected products. It also provides data infrastructure that makes it possible for marketers to create a single view of every customer, manage the customer journey, and deliver optimized content on every channel and every device in real time. It empowers brands such as CareerBuilder, Gap, Nike, and Unilever to connect with customers through email, mobile, social, web, and connected products. @MarketingCloud
Premiere Sponsors
We started developing the Ahalogy technology as internal tools to improve the marketing of one of our previous startups, but once we showed other companies what we were building, we soon learned just how common—and dire—this need was for other brands. So in October 2012 we founded Ahalogy to fix Pinterest marketing for brands and content creators across industries and around the world. Along the way Ahalogy has become a fast-growing startup backed by incredible investors. We call Cincinnati home, a city with more brand marketers than any other place in the world. And we’ve added offices in New York, Chicago, Los Angeles and Stuttgart to focus on brand, agency, and media partnerships. @Ahalogy www.Brand-Innovators.com
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Premiere Sponsors
The premier mobile publisher platform, Kargo delivers innovative advertising experiences and integrated marketing opportunities across Kargo’s proprietary network of major media mobile web sites, native applications and messaging campaigns. Kargo leverages its relationships with carriers, App storefronts and handset manufacturers to accelerate the overall growth and monetization of its audience across its major media brand properties. In addition to being an OnMobile Top 100 winner for two consecutive years, Kargo is the recipient of multiple industry awards including the 2010 Mobi and DPAC awards for Best Mobile Website, the 2010 DPAC award for Best iPhone App and the 2011 OMMA for Best Mobile Marketing. @Kargo
Qualia, an Intent targeting pioneer, empowers marketers with the ability to respond to real-time expressions of consumer intent. Our Intent Quality™ Decision Engine creates a composite of multiple intent signals from a consumer and overlays our targeting capabilities to reach a marketer’s most qualified audience. Our technology then targets that consumer across any or all of their devices (mobile, tablet, laptop, desktop) and platforms (web, app) with any type of IAB-standard creative. Qualia’s proprietary Return on Intent™ Analytics Suite measures campaign success “beyond the click” – helping marketers understand how they have influenced a consumer’s journey toward purchase. Visit qualia-media.com.
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Get Social: @Brand_Innovator #bisummit
Offerpop helps marketers launch powerful social marketing campaigns to reach, engage and connect with their consumers. Global brands, agencies and small businesses use Offerpop to increase revenue and grow fans, followers and email Rsubscribers. Marketers 252 C 5 Hex FCEE12 G 238 M 0 PMS 102 B 18 Y 95 launch campaigns across marketing K any 0 channel — website, advertising, email, and TV R 255 C 0 Hex FFA300 G 163 M 42 PMS 138 — and drive engagement B 0 Y on 100 Facebook, Twitter, K 0 Instagram and Pinterest. Offerpop is a Facebook Preferred Marketing Developer, qualified by the PMD program in Apps. Offerpop is a Twitter Certified Product. For more information, follow Offerpop on Twitter at @Offerpop.
Unified is an award-winning marketing cloud technology company. Unified provides professional marketers with end-to-end solutions for insights, real-time social feed optimization, and programmatic advertising across major social networks in one system of record. Unified serves over 500 customers, including Global 2000 enterprises and their agencies, from its offices in New York, San Francisco, and Chicago. Unified is a Facebook Preferred Marketing Developer, a Twitter Ads API partner, and a LinkedIn Ads API partner. @Unified
www.Brand-Innovators.com