Commerce Marketing

INTRODUCTIONS (11:00AM – 11:15AM)
Paul P. Robinson, Director of the Commerce Committee, ANA

ROUNDTABLE DISCUSSION (11:15AM-11:35AM)

I.Pizza Hut: Reviving an Icon (11:35AM – 12:15PM)
Pizza Hut’s focused turnaround has been anchored on digging in to one question: why would a pizza lover love this? The answers have helped form a new point-of-view and expression of every facet of the brand: from the menu, to store design and communications. Lindsay Morgan, Chief Marketing Officer, with agency partner GSD&M will explain how embracing the past without merely reliving it has helped revive interest and drive business for the iconic restaurant throughout the turbulence of the past 18 months. Others can try but Nobody Outpizzas the Hut.

Speakers:
Lindsay Morgan, Chief Marketing Officer, Pizza Hut
Tom Hamling, SVP/Group Creative Director, GSD&M
David Matathia,SVP, Strategy Director, GSD&M

II.Pepsi & 7-Eleven Drive Sales of Pizza & Pepsi (12:15PM – 12:55PM)
Stacey Nachtaler will share the breakthrough convergence of personalization at scale retail program with Pepsi and 7-Eleven. Learn how Pepsi deployed customized voice-overs to balance personalization and accelerated sales of Pepsi & Pizza at 7-Eleven. This program integrated the strengths and power of 3 participating brands: Pepsi, Google & 7-Eleven and was measured by the first Google sales lift study with Nielsen. Learn how Pepsi’s shopper team leveraged advanced data & digital video partnerships to drive greater cultural relevance, elevate appetite appeal & drive sales of Pepsi & Pizza at 7-Eleven.

Speaker:
Stacey Nachtaler, Marketing Director, PepsiCo
Lauren Pfeiffer, Associate Marketing Manager - PBNA Portfolio, PepsiCo

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