Tuesday, September 10, 2024
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10:00am - 10:03am
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10:03am - 10:36am
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MEET YOUR DIGITAL DIAMOND COACH: HOW HELZBERG DIAMONDS REDEFINED THE RING SHOPPING JOURNEY
Since 1915, Helzberg Diamonds and their associates have been a trusted part of hundreds of thousands of engagements. But with many of today’s ring shoppers preferring to begin their research online, Helzberg Diamonds set out to provide expert advice in a fresh new way. Helzberg Diamonds enlisted Canvas+Co to help today’s ring shopper feel confident throughout their journey. Through a series of short and long-form videos, Helzberg positioned itself as the no-pressure diamond experts who can help shoppers through the process and make it fun! The result was one of Helzberg Diamonds' most successful brand campaigns to-date. In this session, we’ll discuss the process from concept to campaign launch.
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Jeanette Carter
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Vice President, Marketing
Helzberg Diamonds
Charlene Tassinari
Co-Founder
Canvas+Co.
Carly Potock
Co-Founder
Canvas+Co.
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10:36am - 11:08am
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EXPERIENCE IS THE NEW CURRENCY: HOW MARKETERS CAN SEIZE THE MOMENT
If you are the NERDS Gummy, you demand to be seen. After making its debut on the world’s biggest stage at the Super Bowl, where did Gummy go next to drive attention from young, diverse audiences at scale? The movies! Ferrara Candy Company’s NERDS brand recently partnered with NCM, the largest cinema advertising platform in the US, to bring the first holographic activation to select movie theaters. Moviegoers enjoyed a life-sized holographic NERDS Gummy as part of their “Unleash Your Senses” campaign. Hear from Ferrara’s SVP, Consumer Understanding & Experience, Magen Hanrahan, and National CineMedia’s Chief Marketing Officer, Amy Tunick, on how today’s forward leaning brands are tapping new innovative advertising solutions and experiences, in addition to big screen ads, to connect and engage with Gen Zs and young Millennials.
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Magen Hanrahan
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Senior Vice President
Ferrara
Amy Tunick
Chief Marketing Officer
NCM
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11:08am - 11:45am
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A NEW GENRE OF ADVERTISING
There’s a new advertising genre that is attracting the attention of GenZ while driving sales for the brands that embrace it. It's mixed-reality CGI social advertising and it has taken over our feeds with thumb-stopping, viral brand campaigns. Dive deep into this dynamic new frontier of mixed reality art, where imagination meets technology, to learn how to authentically connect brands with this cultural phenomenon, engage with younger consumers, and ultimately drive sales growth. Lenovo and creative agency Superheroes share how they pioneered this digital street art with a new breed of digital creators to launch highly engaging social media content that connected with its targeted GenZ market and drove impressive sales of the new Yoga laptop.
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Archit Mardia
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Global Brand & Product Strategy Leader
Lenovo
Rogier Vijverberg
Chief Creative Hero
SuperHeroes
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11:45am - 12:00pm
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BREAK
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12:00pm - 12:38pm
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THE CRAYOLA CAMPAIGN FOR CREATIVITY
Known for inspiring creativity in children for more than 120 years, Crayola will share how it is using this unique position – and a little bit of imagination – in purpose-driven marketing to elevate the importance of childhood creativity. Grounded in meaningful consumer insights and fueled by the belief that creativity is a life skill that allows kids to reach their full potential, Crayola has launched its multi-year, multi-faceted Campaign for Creativity to challenge perceptions, spark dialogue, and help consumers understand, value and nurture childhood creativity.
In this session led by Victoria Lozano, Executive Vice President of Brand Marketing at Crayola, learn how the brand leveraged research to uncover an untapped opportunity and used its own creativity to launch a compelling new campaign platform that resulted in 4.5 billion impressions in the 3 months since its launch in April 2024.
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Victoria Lozano
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Executive Vice President of Brand Marketing
Crayola
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12:38pm - 1:10pm
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REFRESHING A LEGACY BRAND FOR TODAY’S CONSUMER
In a world saturated with brands, it’s easy for even the most established names to get lost in the clutter. Today, more than ever, brands must connect with consumers to remain relevant. Goodwill, a century-old brand known for its thrift stores and donation centers, recognized the need to evolve with changing consumer expectations and cultural shifts. This transformation was not just a rebranding exercise but a comprehensive reset that reoriented the business approach to be more consumer-centric, creatively showcased the range of life-changing services that Goodwill offers and amplified the brand purpose. Goodwill and Blue Chip will share the journey of driving change for both the brand and the headquarter organization. Attendees will gain practical insights and actionable strategies for brands looking to modernize and stay relevant with today’s consumer.
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Onney Crawley
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Chief Marketing Officer
Goodwill Industries International
Joel Walker
Executive Creative Director
Blue Chip
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1:10pm - 1:31pm
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FANDUEL – MARKETING LESSONS IN RAPID GROWTH
FanDuel is an innovative sports-tech entertainment company that is changing the way consumers engage with their favorite sports, teams, and leagues. The premier gaming destination in the United States, FanDuel consists of a portfolio of leading brands across gaming, sports betting, daily fantasy sports, advance-deposit wagering, and TV/media. Hear Matt Donovan, VP, Marketing Operations at FanDuel share how FanDuel has navigated marketing challenges amidst a rapidly growing industry.
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Matthew Donovan
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Vice President, Marketing Operations
FanDuel
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1:31pm - 1:46pm
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COFFEE BREAK
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1:46pm - 2:23pm
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BRAND BUILDING WITH ADDRESSABLE ADVERTISING
Discover how precision targeting can move beyond the bottom of the consideration funnel to become a powerful tool for enhancing brand awareness and favorability. Join Charlotte Lipman and Sam Oyekoya from DIRECTV Advertising as they myth-bust their way through innovative use cases for Addressable advertising solutions across linear, CTV, and pause ads to create stronger brands. Learn actionable tactics and insights to bring your brands to life and meet your audiences where they are.
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Sam Oyekoya
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Sr. Director Client & Agency Partnerships
DIRECTV Advertising
Charlotte Lipman
Director, Primary Research & Insights
DIRECTV Advertising
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2:23pm - 2:57pm
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BRAND DARWINISM: HOW CREATIVITY IS ESSENTIAL TO BRAND RESILIENCE
Since the 1970s, the average tenure of an S&P 500 company has plunged from nearly 30 to only 15 years today. Only brands that are focused on tackling tomorrow’s challenges will win with consumers and stand the test of time.
Through extensive research with companies like Johns Hopkins Medicine, Telfar, Bang & Olufsen and Rimowa – along with direct collaboration with top business schools and input from over 10,000 consumers – Mark Miller, founder of The Legacy Lab, will unveil a 5-step blueprint for creating long-term resiliency in a short term-world.
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Mark Miller
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Chief Strategy Officer
Team One
Mikaila Ulmer
Founder
Me & the Bees Lemonade
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2:57pm - 3:32pm
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DRIVING IMPACT: HOW TOYOTA’S “START YOUR IMPOSSIBLE” CAMPAIGN BECAME A CATALYST FOR PARALYMPIANS
Toyota’s “Start Your Impossible” campaign created a platform for Paralympians that has never existed before. Provocative creative immersed viewers in the stories and experiences of gold medal Paralympians, elevating the games in a way that has captured the attention of viewers and fans and inspiring NBC to almost double its coverage of the Paralympic games in the US. Unconventional media investments brought the campaign to one of the biggest TV moments in the US – the Super Bowl – and helped reposition Toyota from a vehicle company to a mobility company.
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Russ Koble
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Sports Sponsorship Senior Manager
Toyota Motor Sales, USA, Inc.
Jason Schragger
Chief Creative Officer
Saatchi & Saatchi
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3:32pm - 3:37pm
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