Event Recaps
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CPG Goes to DTC: Learning the New Brand/Performance Tango
Event Recaps April 20, 2021Vivian Chang with Clorox DTC explored how the interplay of national ad spend, shopper marketing, and DTC advertising can both build the brand and drive measurable performance by leveraging tests that spans product merchandising, channels, and site experience.
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Driving Growth by Reinventing Beauty Experiences, Content, and Commerce
Event Recaps April 20, 2021L’Oréal shared how it is capitalizing on technology to re-imagine commerce, content, and experiences in the beauty market.
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How Bud Light Hijacked the Console Wars
Event Recaps April 20, 2021Bud Light appealed to gamers with a device that combined a gaming console with a projector and a beer koozie.
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How Ferrara Is Sharing Delight Through Content and Experiential Activations
Event Recaps April 20, 2021Ferrara capitalized on gaming and influencers to promote its line of candies.
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How Kroger's New Brand Built Empathy and Customer Connection During the Pandemic
Event Recaps April 20, 2021Kroger shared how it used animation to demonstrate empathy for its customers and how it adapted to the pandemic.
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QR Codes and Mom Jeans: Once a Bad Joke, Now the Hot Trend
Event Recaps April 20, 2021Hear how leaders in the alcohol and beverage and financial services categories are leveraging QR code technology to bridge the gap between offline and online customer experiences.
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Reimagining Product Placement as Content Strategy: How PepsiCo Is Using AI Technology to Digitize In-Content Integrations
Event Recaps April 19, 2021PepsiCo head of media innovation Kate Brady and Mirriad head of sales Mark Melvin shared key learnings from their partnership program which used artificial intelligence (AI) and machine learning to digitally place product, signage, and video into targeted TV and digital content.
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Audio Described Content: Making Content More Accessible to the Underserved
Event Recaps April 16, 2021Procter & Gamble and Tylie Ad Solutions discussed how they have taken diversity and inclusion beyond closed captioning and have added audio descriptions to their commercials.
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Translating Your D&I Commitment into Action
Event Recaps April 16, 2021Erica Hughes, director of multicultural marketing at Ally Financial, discussed the company’s multicultural marketing initiatives.
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A Diverse and Inclusive Media Investment Framework
Event Recaps April 15, 2021Amplifi, a digital agency that helps garner insights, discussed how it worked with clients such as Dentsu to deliver a media investment framework rooted in DE&I (diversity, equality, and inclusion), the challenges that need to be addressed, and the role of content in connecting at scale with audiences.
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Lessons Learned Pitching Through a Pandemic
Event Recaps April 15, 2021In 2020, Sanofi conducted what would ultimately be the largest global media agency review of the year. Sanofi's Dana Bhargava and David Strome at MediaSense shared what they learned through the process, how they effectively conducted the review remotely, and key learnings that can be applied for the future.
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Building Trusted Data Connectivity at Every Touchpoint
Event Recaps April 14, 2021Neustar explained the importance of a unified approach to data and analytics.
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Mastercard and SessionM: A Data Model for the Future of Loyalty Programs
Event Recaps April 14, 2021Mastercard explained how it has expanded the ways that it supports merchants’ loyalty programs and the best practices for data and analytics that it has followed in the process.
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When Data Sources Collide: How to Manage the Complexities of Multiple Sources of Truth
Event Recaps April 14, 2021Molson Coors urged marketers to adopt a unified measurement solution.
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"So Now What?" A Collective Approach to the Cookie Conundrum
Event Recaps April 13, 2021Scott Kozub, head of audience product at Oracle Advertising, discussed the future of identity and what it means to deliver a true portfolio approach to collectively deliver the scale, fidelity, reach, and insights that are demanded of modern marketing organizations in 2021.
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Building the Data and Analytics Organization of the Future
Event Recaps April 13, 2021Michael Harrison, managing partner of Winterberry Group, provided a framework to evaluate and implement the people, process, and technology needed to create an in-house or blended capability.
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Consumer Versus Customer: A Paradigm Shift for Data in CPG
Event Recaps April 13, 2021Josh Blacksmith, senior director of global consumer relationships and engagement at Kimberly-Clark, the CPG company behind brands that include Huggies and Kleenex, shared key ways that data ownership is under pressure and highlighted examples of where this creates tension in the CPG business model.
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Creating a Common Language Around Data
Event Recaps April 13, 2021Adobe recently discussed its agile and data-driven marketing approach, and how the company is swiftly and effectively acting on insights to deliver innovative, creative campaigns that drive business growth.
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Cross-Channel Attribution with Federated Data
Event Recaps April 13, 2021Dr. Michael Cohen of Marketing Evolution defined data federation and examined some approaches to the process.
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Fireside Chat with Dana McGraw: The Data Science Behind Disney
Event Recaps April 13, 2021Dana McGraw discusses Disney’s unique approach to audiences and data science. She will answer the pressing questions data practitioners want to know and how Disney’s audience segments are built to cut across linear, streaming and digital.
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