Tuesday, April 12, 2016
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8:15am
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Breakfast
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9:00am
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General Session
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TOYOTA: INNOVATION FUELED BY EVERYTHING
How do you introduce a product in a category that nobody knows much about, and what they do know conjures images of widespread destruction? That’s precisely the dynamic the Toyota team faced when trying to determine how to market the Toyota Mirai. They didn’t need to sell cars. Toyota needed to sell a vision and educate everyday Americans on the potential of hydrogen as a fuel source. In this session, hear how Toyota developed a multi-dimensional marketing campaign to create excitement around the Mirai before it hit the road in October 2015. The Fueled by Everything campaign highlighted the broad spectrum of surprising sources of hydrogen, and provided Toyota the once-in-a-lifetime opportunity to launch a car fueled by trash, on the day imagined in “Back to the Future” 30 years prior.
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Doug Coleman
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National Vehicle Marketing & Communications Manager
Toyota
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KEEPING INNOVATION FRESH WITH CAMPBELL'S *^
Today’s consumer has changed dramatically – their purchase patterns, how they receive their purchase and how they share with others. Picking up on their customers’ new journey and inspired by their demand for fresher and healthier options, Campbell’s listened and created the Campbell’s Fresh division. Hear from Campbell’s Fresh how they are partnering with their consumers on a journey toward healthier options through product and marketing innovation.
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Suzanne Ginestro
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Chief Marketing & Innovation Officer
Campbell’s Fresh
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10:50am
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Networking Coffee Break
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SPICING THINGS UP WITH KING'S HAWAIIAN *^
Since 1950, King’s Hawaiian has been making irresistible Hawaiian sweet bread. In 2016, the company is spicing things up with the launch of Hawaiian Sweet Jalapeno rolls. To ensure consumer excitement is peaked for these new rolls, an innovative campaign combination of media, entertainment integrations, digital presence, consumer outreach and cross merchandising has been assembled to heat things up.
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Chad Donvito
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Brand General Manager
Kings Hawaiian
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CAN DISRUPTION BE A SOUND BUSINESS MODEL?
The most innovative companies often will disrupt their categories with cutting edge concepts and technologies to reach, attain, and acquire customers. In this session, renowned business coach, Bill Walsh, will share best practices and case studies on technology that can drive disruption and assist your brand to find innovative new ways to speak directly to the demands of your consumers.
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Bill Walsh
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CEO/Founder
Powerteam International
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12:50pm
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Luncheon
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1:50pm
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ADDRESSABLE ADVERTISING SETTLES TV DISRUPTION ^
Over the last decade, billions of advertising dollars have flowed out of television and into the online space largely due to accountability. The waste associated with traditional TV buying based solely on age and gender in limited contextual settings, has left advertisers struggling to find their audience and deliver results. But what if there was a way to take that precision targeting associated with the internet and couple that with the scale and impact of TV? Addressable advertising is the answer advertisers having been seeking. Learn how to use addressable advertising to better target and eliminate waste from TV ad spend.
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Tom Hagopian
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Vice President, Data Strategy & Analytics
AT&T AdWorks
MaryJane Kroll
Lexus Media Manager
Lexus
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BIG & SMALL SCREENS: HOW GEICO IS DEVELOPING UNSKIPPABLE CONTENT
GEICO has long been a major television advertiser but in recent years they, along with the help of their 20-year advertising partner The Martin Agency, have greatly expanded their presence in all things mobile and online. GEICO’s new mobile app was recently touted as the best in the category and their new pre-roll online advertising gained international recognition for being the first company to create content specifically designed for that space. In this session you’ll hear how all the content works together to help make GEICO the fastest growing car insurance company for the last decade.
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Brad Higdon
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SVP/Group Account Director
THE MARTIN AGENCY
Wade Alger
SVP/Group Creative Director
THE MARTIN AGENCY
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3:30pm
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Conference Adjournment
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