2018 Brand Masters Conference Presented by Twitter

LIVING THE CHALLENGER SPIRIT

It’s tough out there. With media evolving by the minute, the plethora of choices available, and audiences controlling what they watch and when they watch it, how can brands cut through the clutter and build an authentic relationship with their customers? Join Iwona Alter, CMO of Jack in the Box and Bobby Pearce, CCO of creative agency David&Goliath as they share insight into the spirit of the brand that overcomes challenges and yields powerful results over time.

Iwona Alter (@JackBox)

Vice President and CMO Jack in the Box

READY FOR THE ELEMENTS- HOW CANADA GOOSE USED THE HUMAN ELEMENT TO DRIVE REVENUE

Successfully transitioning a 60-year-old company from solely a winter-wear brand to a four-season, direct-to-consumer luxury apparel darling, takes a lot of innovative marketing tactics.  Canada Goose grew into a billion dollar company by utilizing unique insights that illuminated the target audiences’ values and motivations. Through strategic targeting of content and advertising to the right kind of consumer, at just the right moment for a given location and weather condition, Canada Goose was able to achieve great brand success. Hear how powerful research, unique insights, and AI came together to power agile growth into new audiences, while staying true to the brand’s heritage.

Joel Pulliam

Chief Product Officer Resonate

WONDERFUL PISTACHIOS’ CLIMB TO BECOMING AMERICA’S FASTEST-GROWING SNACK BRAND

When the Wonderful Pistachios team learned its crop would be triple the size of the prior year, with only a few months to prepare, it quickly sprang into action to create a marketing campaign to drive historic consumer demand. Being less than 1% of the snack category, Wonderful Pistachios had to fight through the clutter to grab consumers’ attention. The team launched a fully integrated campaign targeting sports, health, and fun and unique snacking consumer segments. Wonderful Pistachios is now America’s fastest-growing major snack brand with +27% dollar growth and has contributed 12% of all snack category dollar growth.

Adam Cooper

Vice President of Marketing and Insights The Wonderful Company

MAPPING THE FUTURE: HOW CONAGRA IS STAYING AHEAD OF THE CURVE

Join Comscore’s SVP, Aaron Fetters in an intimate chat with Christy Kazlo, Director Marketing Technology & Data Activation for Conagra as they discuss how Conagra’s leading brands are building roadmaps for growth. They will discuss the importance of “Mental Availability” as a key to growth and how Key Performance Indicators like unduplicated reach and frequency across platforms should be understood to ensure success.

Christy Kazlo

Director, Marketing Technology & Data Activation Conagra Brands

FAME OR INFAMY: BUILDING BRANDS IN A POLARIZED WORLD

The line between fame and infamy is thinning. Where some brands have succeeded in the past, many brands are now failing – and becoming infamous in the process. Join Amanda Glasgow, head of Edelman’s U.S. brand practice, for a discussion on how to achieve fame by tapping into the cultural zeitgeist, embrace your brand’s values and navigate the complexity of a polarized marketplace.

Amanda Glasgow

U.S. Brand Practice Chair Edelman

WELCOME REMARKS

Robin Wheeler

Director of Sales Twitter

OPENING REMARKS

Bob Liodice

CEO ANA

DRIVING GROWTH IN A COMPETITIVE MARKET

The soft drink category is one of the most competitive and has been in decline over the past couple of years. However, Dr Pepper Snapple Group has bucked the trend with its namesake zero-calorie beverage. Hear how Diet Dr Pepper comes out on top in this competitive category and learn how the company continues to drive growth through innovative marketing.

Andrew Springate (@aspringate)

Chief Marketing Officer Dr Pepper Snapple Group

THIS FEARLESS GIRL SENDS A POWERFUL MESSAGE

At some time in the night leading up to International Women’s Day on March 8, 2017, the bronze sculpture of a little girl was installed in Lower Manhattan, defiantly staring down Wall Street’s Charging Bull. Commissioned by State Street Global Advisors as a statement to corporate boards that gender diversity matters, the sculpture quickly became an overnight sensation, a symbol of female empowerment, a photo-op destination for New Yorkers, tourists, politicians, and celebrities alike, and a multi-award winner at Cannes. Stephen Tisdalle, CMO at SSGA, will discuss the strategy, backstory, and creative process behind this now-iconic, empowering and, at times, controversial campaign.

Stephen Tisdalle (@statestreet)

Chief Marketing Officer State Street Global Advisors

SUSTAINING GROWTH THROUGH GENERATIONS AND INTEGRATION

A company led by its Kentucky and Japanese distilleries, Beam Suntory’s brands include Jim Beam, Maker’s Mark, Knob Creek, Laphroaig, Hornitos, Canadian Club, Courvoisier, and Effen as well as Yamazaki, Hakushu, and Hibiki. As CMO, Rebecca Messina has been able to tap into new consumers using the legendary stories behind these brands to fuel strong growth in a highly competitive market. Hear about her move to the spirits sector, how she reshaped the marketing function, accelerated growth for iconic brands, and learned lessons that will benefit performance in the future.

Rebecca Messina (@RebeccaMessina3)

Chief Marketing Officer Beam Suntory

THE NEXT EVOLUTION OF BRAND PURPOSE: INSPIRING MOVEMENTS

CMOs today are more accountable than ever to be growth drivers, while also balancing the responsibility of positively contributing to the global agenda and serving as protectors of the brand. In this presentation on the purposeful and performance-driven marketer, Vineet Mehra, CMO of Ancestry.com, will discuss the new role that brands play in affecting positive change and how marketers can leverage a unique blend of technology and creativity to engage and interact with global consumers and continue innovating in meaningful ways.

Vineet Mehra (@VineetMTweets)

Chief Marketing Officer Ancestry.com

PELOTON DRIVES GROWTH THROUGH BRAND BUILDING AND PERFORMANCE MARKETING

Carolyn Tisch Blodgett, SVP of brand marketing at Peloton, will discuss the brand strategy that has set Peloton on the path to a unicorn valuation. She will discuss how the company uses a unique combination of brand building and performance marketing to build one of the most-exceptional brands in the world while also creating the fastest-growing company in New York for two consecutive years.

Carolyn Tisch Blodgett (@CTBGiants)

Senior Vice President of Brand Marketing Peloton

LEADING WITH PURPOSE IN UNCERTAIN TIMES

In our digital age, it’s a challenge for brands to cut through the noise with credibility. Add a heated political climate and multiple transformative civil rights movements – all building momentum on social platforms – and it’s nearly impossible for a brand message to seem relevant, let alone to reach its intended audience. Brands cannot be tone-deaf to what’s happening in the world, as they’re increasingly being looked to for guidance and hope. In this session, you will learn how Twitter has brought its culture of purpose from inside the company to the outside world and inspired brands to do the same. 

Nola Weinstein (@NolaBeth)

Global Head of Culture, Engagement & Experiential Marketing Twitter

The afternoon will feature key insights gathered from the 2017 Effie Awards North America program and will showcase three 2017 Effie award-winning case studies.

EFFIE WELCOME

Traci Alford (@effieawards)

President & CEO Effie Worldwide

KEY INSIGHTS FROM 2017 EFFIE AWARDS

Effie Worldwide will present key insights learned from last year’s Effie Awards North American program.  With learnings from Effie judges and case studies, this presentation will set the stage for the day by fueling discussion on the drivers of marketing effectiveness.

Carmen Bohoyo (@ K_MillwardBrown)

Group Senior Vice President, Western Region Kantar Millward Brown

EXTRA GUM: YOU GET WHAT YOU GIVE

Extra gum had become one of the biggest brands in its category. However, without a foundation rooted in meaning, the Extra brand suffered declines for more than two years. To fuel a return toward growth, the company developed a new, unconventional approach via an emotional proposition: Extra is a way to connect with others. The “Give Extra, Get Extra” platform centers on stories that show how something as simple as sharing a stick of Extra gum can strengthen a connection with those who matter most. Ultimately, the effort fueled an unprecedented 12-point sales turnaround, during a 3-year period in which the overall category had declined. Discover how Mars Wrigley Confectionery has reinvigorated a mainstay confection brand, regained market share, and created lasting consumer connections.

Orla Mitchell

President of Gum & Mints CBU Mars Wrigley Confectionery

DECONSTRUCTING EXCEDRIN’S RISE

Excedrin has continued to increase market share in the highly competitive over the counter pain relief category. Working with Weber Shandwick, GSK delivers poignant and unexpected true consumer stories to highlight Excedrin’s specialized pain relief. Being able to tell these stories and connect with smaller consumer groups led to the awarding of Gold in the 2017 Effie Awards North America. 

Judy Berei

Excedrin Global Brand Lead GSK

MAKING IT REAL. THE POWER OF AN IMMERSIVE IDEA.

The experiential idea has been the playground of creativity forever. There is nothing more saturating than a fully immersed idea, and art is the original experiential media. In the museum, we are limited by the walls of our galleries; in media, by the edges of our pages. However, “Van Gogh’s Bedrooms” reminds us that everything can become a canvas for creativity. The Van Gogh BnB story is how one of the world’s most-renowned art museums, in partnership with its long-time creative agency, went beyond the intrinsic power of a major exhibition to a simple, galvanizing insight. That insight informed a creative idea and innovative media and communications were the tools used to reengage a critical audience, successfully building the museum’s business in the near- and long-terms.

Katie Rahn (@katierahn)

Director of Marketing and Public Affairs Art Institute of Chicago

EASY, AUTHENTIC, AND EMOTIONAL: BEHAVIORAL SCIENCE PRINCIPLES FOR ADVERTISING IN THE DIGITAL ERA

Join Peter Minnium, President of Ipsos Connect, as he puts behavioral science to work for advertisers, revealing how to create authentic, motivating experiences at the intersection of media, advertising, and technology.

Peter Minnium (@peterminnium)

President Ipsos Connect

BEYOND BUTTER … THE AMAZING STORY OF LAND O’ LAKES

Land O'Lakes is known worldwide for its famous butter, but that is not where the story ends.  Hear how it has transformed as a company over the years to ultimately have dairy food, animal feed, and WinField businesses and how Land O’Lakes is making a difference feeding human progress on the planet.

Tim Scott

Senior Vice President and Chief Marketing Officer Land O' Lakes, Inc.

S’WELL’S SIMPLE SOLUTION TO CREATE GREAT CHANGE

S'well launched in 2010, with a mission to rid the world of plastic water bottles. It has disrupted an industry and, in the process, helped people and organizations do more good. 

Raquel Lachman (@RockyLach)

Vice President, Marketing S’well

GIVING GUESTS THEIR MEMORY'S WORTH

Founded in 1983, The Ritz-Carlton is known for its unshakeable credo and corporate philosophy of un-wavering commitment to service in its hotels and communities. Learn how The Ritz-Carlton has brought its renowned culture forward, which has evolved in a manner that has not only met the needs of today’s luxury traveler but thrived through innovative brand extensions and the creation of memories long after a guest's stay ends.  

Nick Teare (@nwteare)

Vice President, Brand Marketing The Ritz-Carlton Hotel Company, L.L.C.

TRANSACTIVE MEDIA IN THE ERA OF SPORTS-TECH AND HOW DRAFTKINGS IS LOOKING TO TAKE THE LEAD

DraftKings is an innovative sports-tech and media entertainment platform changing the way consumers engage with their favorite sports, teams and athletes by bringing fans closer to the game. In this session, DraftKings’ Chief Business Officer, Ezra Kucharz, will discuss how technology has enhanced sports content and engagement with DraftKings disrupting traditional media and digital properties to present a one-stop, high engagement destination for sports fans globally.

Ezra Kucharz (@ekucharz)

Chief Business Officer DraftKings

KLEENEX: UNITING DATA AND CREATIVITY TO DRIVE RESULTS

Data science and creativity are often viewed in opposition, but their combination can be the key to inspiring solutions that are as human and purpose driven as they are effective. Join Kimberly-Clark’s VP of global brand design and VSA Partners’ CEO as they discuss how Kleenex united data with creativity to address some of the most-pressing challenges facing today's marketers — from navigating the growing array of disciplines, media options, and data sources, to building enduring brands and business.

Lisa Hurwitz (@LisaHurwitz)

Vice President, Global Brand Design Kimberly-Clark