Welcome and Introductions (11:00am - 11:10am ET)

Roundtable Discussion (11:10am - 11:20am)

Session I. How A Nearly 100-year-old Company is Modernizing Their Experiential Model to Drive Business Growth (11:20am - 11:55am)
Experiential marketing can be a compelling means to attract an audience to your product or brand.  Older, more established companies tend to lean on traditional means of marketing, forgoing the option of blending creative, more emotionally driven activations for their customers.  We’ll explore how Caterpillar, a nearly 100-year-old company isn’t resting on their laurels when it comes to crafting effective experiences that create bespoke memories and business action.

Speakers:
Barry Littlejohn, Technology Marketing Manager, Marketing Innovation Division; Global Construction & Infrastructure, Caterpillar Inc.
Christian Gani, Partner, Øuterkind

Session II. How Unleashing Seattle’s Soul, Not Just It’s Sights, Drove Brand Success(11:55am - 12:30pm ET)
We’ll share how Visit Seattle reimagined what destination marketing could look like. To capture the imaginations of a new generation of travelers who crave unique, immersive experiences the brand leveraged deep, authentic storytelling through unique and immersive experiences of their own.

Speakers:
Ali Daniels, SVP of Marketing, Seattle Kraken (formerly CMO of Visit Seattle)
Britt Fero, Principal & CEO, PB&

Closing Remarks (12:30pm - 12:40pm)

**Schedule subject to change

SPEAKER BIOS

Ali Daniels, SVP of Marketing, Seattle Kraken (formerly CMO of Visit Seattle)
Ali Daniels is an award-winning storyteller and brand creator, starting her career with the Seattle SuperSonics and Seattle Storm. She also worked in marketing for brands like ScreenLife Toys and Tully’s Coffee, then moving to the agency side of the industry where she supported brands like Pacifico Beer, JanSport, adidas and Seattle's Best Coffee. Before joining the Seattle Kraken as SVP, Marketing she was the Chief Marketing Officer at Visit Seattle, the city’s destination marketing organization overseeing marketing, design, public relations, international tourism and cultural tourism for nearly 13 magical years.

Britt Fero, Principal & CEO, PB&
With a passion for growth, innovation, and human insight, Britt Peterson Fero has built a career around helping a range of recognized brands reenergize their businesses. She runs Seattle agency PB&, a strategy-first creative agency that delivers simple ideas that make big things happen. It’s one of the 1% of women-owned agencies and 85% of clients are female-led.

Prior to founding her business, Fero was chief Strategy & Media officer at Publicis Seattle, where she drove strategy and led the charge in unlocking clients’ business potential. Under her leadership, the agency experienced double-digit growth, started a media offering, and launched a story incubator for startups. Prior to Publicis, she was a Partner at Cole & Weber United. She spent the majority of her career at Fallon in Minneapolis & New York, where she learned the importance and power of culture, curiosity, compassion, and creativity. Her clients have included United Airlines, Islands of the Bahamas, HP, the International Olympic Committee, and Aflac.

Fero is a champion of diversity and a community builder. She drove a three-year strategic partnership between Visit Seattle and REVOLT to help the destination build a deeper connection with multicultural millennials and helped the Providence Digital Innovation Group make healthcare more equitable by promoting health literacy.

She’s been a speaker and writer for Forbes, Fast Company, MediaPost, NXNW, and the DMA, and her work has been recognized by Communications Arts, the OneShow, Clios, Webbys, and the Cannes Lion International Festival of Creativity.

Barry Littlejohn, Technology Marketing Manager, Marketing Innovation Division; Global Construction & Infrastructure, Caterpillar Inc.
With a background in environmental sciences and wildlife biology paired with a flourishing career in marketing and communications, I have a unique blend of expertise that spans across diverse industries, including mining, heavy construction, and technology. My educational foundation has allowed me to cultivate a passion for nature and apply it creatively to drive powerful results in B2B marketing, leveraging my skills in account management, strategic brand development, and digital marketing. Known for my detailed approach and strong relationship-building skills, I thrive in complex, multi-faceted projects where I can combine my creative insights with a solid business acumen to lead teams and manage large-scale initiatives like trade shows and training forums.

Christian Gani, Partner, Øuterkind
Christian Gani is a partner at Øuterkind, a creative agency that provides innovative solutions for clients that capitalize on emerging trends in digital, experiential and retail marketing. In addition to those fields, he has experience in social strategy and content, OOH and traditional advertising.

As a client and agency leader, Gani has dedicated his 20-year career to transforming the way brands connect with their audiences. He’s created and overseen innovative marketing campaigns that are designed to move people emotionally and physically—ultimately driving them to purchase. Brands including McLaren, GM, Toyota, BMW, The Lincoln Motor Company, Ford, Mercedes-Benz smart, Progressive, adidas and Nespresso have been positively impacted by his work.

At Øuterkind, the self-described adrenaline junkie and experience architect has found even more ways to tap into his unique blend of creativity and business acumen. He’s equally focused on the creative and measurement aspects of marketing programs and is particularly interested in creating for—and learning from—experiential, digital, loyalty and social spaces.

Gani’s proven track record of strategic creative risk and ability to weave traditional and non-traditional tactics into solutions have resulted in numerous industry accolades.