2019 Digital & Social Media Conference Presented by Meredith

FROM ALLIGATOR TO ZEBRA: DIGITAL STORYTELLING AT THE SAN DIEGO ZOO

For more than a century, people have flocked to the San Diego Zoo to discover animals. The Zoo connects people with wildlife to inspire a passion for nature. In this session, learn how the Zoo has perfected the art of digital storytelling and engagement across digital and social media channels which propels the Zoo’s message, engages audiences, and fosters genuine social conversations. You’ll hear how San Diego Zoo Global crafts and shares meaningful stories and has created the San Diego Zoo Kids broadcast channel, which brings happiness, healing, and hope, along with wildlife conservation messaging, to children’s hospitals around the world.

Debra Erickson (@sandiegozoo)

Director, Marketing San Diego Zoo Global

HOW INVENTIVE BRAND EXPERIENCES ARE POWERING NEW BALANCE'S SUCCESS

From tapping AI to spot trendsetting streetwear, to using running miles logged on Strava as currency to pay for beers, New Balance takes a challenger brand mindset to everything it does. The brand is investing in experiences, technology and social to continually surprise its consumers and spark conversations that build real community. In this session, hear from New Balance and VMLY&R about how they’ve tackled cultural moments like NY Fashion Week and the London Marathon to delight consumers and own the brand’s fearlessly independent ethos. 

Allie Tsavdarides

Global Consumer Marketing Director New Balance

THE POWER OF PODCASTING

Podcast listening has seen exponential growth year over year. And with sizeable growth across every audience, podcasts are the fastest growing medium for advertisers. In this session, Conal Byrne, President of the iHeartPodcast Network, the #1 commercial podcaster globally, will share insights on the rise in podcast listening, trends and how advertisers can best execute in the space.

Conal Byrne (@iHeartMedia)

President, iHeartPodcast Network iHeartMedia

FRAUD IN DIGITAL ADVERTISING

ANA and White Ops have once again partnered (for the fourth time) on a study to measure bot fraud in the digital advertising ecosystem. The first study, conducted in 2014, was revolutionary as it drove widespread awareness of the digital ad fraud problem and was a "call to arms" for marketers to take an active role in addressing the issue. The last study published (our third in May 2017) estimated global losses due to fraud to be $6.5 billion. Brandon Miller, Media Investment Lead of Land O’Lakes, was one of fifty ANA member companies participated in the most recent study. In this session, Brandon and Michael Tiffany, Co-Founder & President at White Ops will debut results and share best practices to help combat and minimize the dollars lost to digital ad fraud.

Brandon Miller

Media Investment Lead Land O’Lakes

FAKE NEWS

While "fake news" has been a hot topic for marketers since the 2016 election, fake or inflammatory news has been a challenge since ancient times. DV explores fake news through the ages — how it was distributed, what we’ve done to combat it, and what brands can do to protect their reputations in the age of prolific fake news on the largest distribution channel ever  the internet.

Dan Slivjanovski

Chief Marketing Officer DoubleVerify

BREAKFAST ROUNDTABLE DISCUSSIONS

We are organizing a number of tables at breakfast for attendees to informally discuss key issues. Each participating table will be marked with a topic. Those who would like to participate should arrive at the start of breakfast. Topics and moderators include:

THE FUTURE OF SOCIAL LISTENING
Facilitator: Tracy David, Chief Marketing Officer, ListenFirst 

BREAKING THE WALLED GARDENS
Facilitator: Nikhil Sethi, Managing Director, Accenture Interactive Programmatic Services

INFLUENCER MARKETING 
Facilitator: Erin Silver, Head of Social Media, Volvo Car USA

AGILE MARKETING
Facilitator: John Bell, Vice President, Enterprise Digital Marketing, Traveler’s Insurance

LEVERAGING AI IN MARKETING
Facilitator: Joanna O’Connell, Vice President, Principal Analyst, Forrester

PAID AND ORGANIC SOCIAL MEDIA
Facilitator: Angie Robert, Senior Communications Team Leader, Digital Communications & Social Media, Intuit Global Brand

BREAKFAST SPEAKER - BREAKING THE WALLED GARDENS

As more consumer experiences begin on Google, Facebook, and Amazon, marketers built dedicated strategies tailored to these platforms. But, consumer experiences across these platforms are converging. We search on Amazon, shop on Instagram, and find community on YouTube. These platforms are engineered to be islands but with the right data- and tech-enabled strategy, you can deliver more connected, relevant, and remarkable consumer experiences on and across these platforms.

In this discussion, we'll share how Accenture Interactive is helping brands start to take back control of their digital platform experiences and drive real outcomes for their business.

Nikhil Sethi

Managing Director Accenture Interactive Programmatic Services

OPENING REMARKS

Alysia Borsa

Chief Marketing and Data Officer Meredith

TARGET: INNOVATION DRIVEN BY THE BASICS

Discover how foundational strengths in data quality, measurement and brand safety have empowered Target to innovate and break new ground through its partnerships with television and digital powerhouses.

Kristi Argyilan (@kristiargyilan)

President Roundel, Media reimagined by Target

DOMINO’S: FROM BAD PIZZA TO MACHINE LEARNING

Talk about a turnaround! From coming outright and saying their product needed to improve, to now being the biggest pizza chain in the world, the evolution of Domino’s has been nothing short of remarkable. At its core, technology has been there along the way. Initially viewed as a communication vehicle to tell the story, technology at Domino’s now IS the story. In this session, discover the evolution of the Domino’s brand and how technology innovation has played a role. You will also hear about Domino’s newest campaign centered around an AI feature which allows users to use their phone’s camera to scan for and identify pizza.

Christopher Thomas-Moore (@dominos)

Vice President, Digital Marketing & Global E-commerce Domino’s

REMAINING RELEVANT IN TRANSFORMATIVE TIMES

In a people networked and data driven world how do companies, brands and people remain relevant and thrive? With learnings from 37 years re-inventing companies and clients and himself, Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, will show the way forward.

Rishad Tobaccowala (@rishad)

Chief Growth Officer Publicis Groupe

MGM RESORTS: BUILDING BRANDS THROUGH STORYTELLING AND SOCIAL MEDIA

MGM Resorts International is one of the world’s leading global hospitality companies, operating a portfolio of destination resort brands including Aria, Bellagio, MGM Grand, Mandalay Bay and The Mirage. In this session, discover how MGM Resorts builds their individual brands through storytelling across multiple media platforms and networks by setting the strategy and driving production of compelling content.  The session will include a in-depth look at how the company creates brand love and advocacy to elevate guest experiences.

Beverly Jackson

Vice President, Social Portfolio Strategy MGM Resorts International

SEPHORA: CREATING DIGITAL CONTENT THAT SPARKS ENGAGEMENT

Sephora is the world’s most loved beauty community, offering a unique and inclusive retail experience for passionate clients and innovative beauty brands, inspiring fearlessness in their creativity and self-expression. In this session, Sephora's VP of content strategy, Emmy Berlind, will share how the company produces digital content to spark engagement with their customers and fans, including the recently launched #SephoraSquad, a partnership with a select group of diverse beauty influencers representative of Sephora’s own unique beauty community.

Emeline Berlind

Vice President, Content Strategy Sephora

PREDICTIVE ADVERTISING

Harnessing data, insights, and innovation to build the next generation of smart advertising

A panel of marketing and content experts will share best practices and key learnings in how to leverage scaled data, predictive consumer insights, real-time trends and artificial intelligence to deliver the next generation of relevant and actionable advertising to consumers.  

Corbin de Rubertis

Vice President, Innovation Meredith

HOW AI IS TRANSFORMING ADVERTISING AND WHAT YOU SHOULD DO ABOUT IT

Advertising has become highly complex and a range of AI-fueled ad solutions have emerged to help, without marketers knowing it and with positive and negative consequences to ad performance and consumer experience. This talk will help B2C marketers cut through the hype of AI’s role and value in advertising, and give them practical advice on how to make the most of the solutions available today while preparing for an increasingly AI-driven advertising future tomorrow.

Joanna O’Connell (@joannaoconnell)

Vice President, Principal Analyst Forrester

For the first time this year, we will be holding Marketing Futures deep-dives. Attendees will have the opportunity to attend a more-intimate session with a presenter and learn more about the topic at hand. Questions and discussion are highly encouraged during these sessions. There are four total sessions, two will run concurrently followed by another two running concurrently.  These deep-dive sessions will help marketers anticipate — and prepare for — the future of marketing.

DEEP DIVE 1A: THE CHALLENGES AND OPPORTUNITIES OF AUGMENTED REALITY AND VIRTUAL REALITY

From design icons like Charles and Ray Eames in the 1950s, to the new workplace in the 1980s, to the Aeron chair in the 1990s, to the Cosm chair just last year, Herman Miller has been the standard in modern furniture for homes and workplaces for the past 100 years. In this session, Aaron Miller, Director of Digital Marketing at Herman Miller will share the brand’s experiences with AR and VR, including the highs and lows of leveraging these new technologies for B2B and retail use.

Aaron Miller

Director of Digital Marketing Herman Miller

DEEP DIVE 1B: BLOCKCHAIN IN THE NEW ERA OF PRIVACY

Marketers have entered into the “trust apocalypse” where consumers and regulators are fighting back as to how data is being managed. Brands are stuck in the middle. How do brands deliver customized experiences to their customers when usable data is on the decline? Hear how Blockchain is positioning itself as a solution to this challenge and where Blockchain is seeing success that is relevant to the New Era of Privacy. You will also learn how brands are utilizing Blockchain today and how they will use it over the next 18 months without absorbing risk.

Dustin Engel (@dustinengel)

General Manager, Corporate Development PMG

DEEP DIVE 2A: THE FUTURE OF CX AND DESIGN THINKING

Design thinking and CX are all about putting your customer at the core of your business and encouraging companies to focus on the people they're creating for, which leads to better products, services, and marketing. In this session, Stephen Clements, Chief Creative Officer at Y Media Labs, a Silicon Valley-based design and innovation agency, will share how his team has created breakthrough CX-driven work for brands such as The Home Depot, PayPal, Credit Karma, and Molekule. Stephen Clements has led creative, design and CX work for some of the world’s biggest brands, ranging from Anheuser-Busch and Audi, to Jordan, Levi’s, Verizon and YouTube — consistently advocating for design as a tool for how to make businesses better. 

Stephen Clements (@pushymeas)

Chief Creative Officer Y Media Labs

DEEP DIVE 2B: JACK IN THE BOX - FROM NOOBS TO PROS: HOW TO INGRATIATE YOUR BRAND WITH GAMERS

Esports and professional gaming are on the rise and increasingly popular with “cord-cutting” millennials, even as they are getting hard to reach through traditional advertising.  Non-endemic brands are seeking partnerships at a growing rate, often paying lip service to a world they don’t really understand. Enter Jack in the Box, who vowed to do things differently when they committed to a 3-year sponsorship deal with a prominent professional team, Envy Gaming. You’ll hear how a web-series and interactive fan experiences were designed to give gaming fans what they crave most – access to their heroes, i.e. the players.

Sheena Dougher

Director, Marketing Communications Jack in the Box

BREAKFAST SPEAKER - MAN VS. MACHINE: THE EVOLUTION OF SOCIAL INTELLIGENCE ANALYTICS

Leveraging consumer-generated data for insights has never been more exciting. The abundance of social conversations and analytical tools now available present countless new opportunities for deeper understanding at scale. However, with these opportunities also come challenges – specifically, how we go about cutting through the noise to ultimately arrive at truly authentic and effective strategies for growth. In this talk, Ipsos will discuss how the field of social analytics has evolved from “listening” to “intelligence” and how striking the right balance between AI and human intelligence can unlock the true potential of consumer-centric insights.

Menaka Gopinath

President Ipsos Social Media Exchange, North America

AMERICAN EXPRESS: LEVERAGING DATA TO INFORM INFLUENCER MARKETING

Brands invest in influencer marketing to drive tangible business results and raise brand awareness. As the industry evolves, marketers must innovate to break through the clutter in order to reach their consumer and drive results. Walter Frye, Vice President of Global Brand Engagement, American Express, leads the brand's global influencer team taking an approach that pairs cultural relevance and data to build relationships through key creators, influencers and tastemakers. In this session, Walter will share American Express’ approach to influencer marketing, across the spectrum from micro-influencer to celebrity, to show how these partnerships illustrate the brand’s “Powerful Backing” platform and forge deeper relationships with customers.

Walter Frye

Vice President of Global Brand Engagement American Express

PAVING THE PATH TO DIGITAL IN-HOUSE SUCCESS

The decision to bring digital media in-house should not be taken lightly, nor is a 100 percent in-house model right for every organization. Marketers who jump in without building a thorough business case for change are likely to struggle; a smooth transition requires planning, prioritization, and patience. In this session, Bayer will break down the organizational choices that, when examined preemptively and thoughtfully, will pave the path to in-house success. We’ll consider how to decide what to bring in-house, cost calculations, managing expectations, partner selection, hybrid resourcing models, and more.

Joshua Palau

Vice President of Media Strategy Platforms and Creative Bayer

ANA PRIVACY UPDATE

Privacy and data security are currently ANA’s number one government relations issue. There is an explosive level of activity in both of these areas at the federal and state levels. ANA is actively responding to all of these challenges and we will provide an update on the status of these issues and projection of likely further developments. We will also detail the efforts of the Privacy for America coalition, of which ANA is a founding member, that is dedicated to passing strong federal privacy and data security legislation that will protect consumers legitimate interests, provide a level playing field or marketing, and preempt inconsistent state privacy legislation.

Dan Jaffe

Group EVP, Government Relations ANA

ORGANIC VALLEY: BRAND EXPERIENCES THAT SPARK ENGAGEMENT

Organic Valley is America’s largest cooperative of organic farmers and one of the nation’s leading organic brands. In this session, discover how Organic Valley builds highly engaging content and brand experiences that break through the noise and greenwashing so prevalent in today's marketplace. This session will include the ways in which Organic Valley is leveraging media, technology and live events to share compelling stories, as well as lessons learned from their most recent national campaigns.

Jaclyn Cardin (@organicValley)

Director, Interactive Marketing Organic Valley