Content Marketing Virtual Half-Day Conference presented by dentsu

Paul Robinson

Director, Content & Commerce Marketing ANA

'FULL COURT’ CONTENT MARKETING

The COVID-19 pandemic has meant that brands need to be more nimble than ever. In responding to this challenge, one of the world’s leading airlines, Cathay Pacific, needed a new approach to content to assure customers of their safety while at the same time reach new customers with new brand lifestyle propositions. This seminar will share how Cathay developed a ‘full court press’ content playbook integrating ‘defensive’ with growth orientated ‘offense’ plays.

Edward Bell

General Manager, Brand, Insights and Marketing Communication Cathay Pacific

HOW TO CREATE CONTENT STRATEGIES THAT MOVE AT THE SPEED OF CONVERSATION

Tapping into pop culture is an important way that brands can maintain relevance. It can be challenging to know when and how it makes sense for a brand to dip their toes into trending topics, debates, and cultural moments, and how to quickly create content that will resonate. As part of their partnership, dentsu agency 360i and Mondelez International use a framework for moving at the speed of conversation that has resulted in culturally resonant programs for brands like OREO, Sour Patch Kids, Nutter Butter and more. In this session, you will learn how to identify and anticipate trends, work with partners to establish trust and move quickly, and create content that engages with fans and followers to make the most of these moments.

Kelly Amatangelo

U.S. Digital Lead Mondelez International

EDIT TO AMPLIFY

An inside look at how IBM is transforming its approach to content marketing by building a centralized operational model, aligning to a mission and shifting to 5 strategic principles designed to create experiences across owned platforms (social, blogs and podcasts) that make IBM easier to discover, understand and connect with.

Stephen Hunton (@stephenhunton)

Vice President, Social Strategy & Content Experience IBM

QUEEN OF THE STREAM: HOW WENDY'S BECAME A TOP STREAMER ON TWITCH

Wendy’s has quickly become the sassy, outspoken cultural sensation and darling of the internet – and gaming is her latest frontier. Join us as we hear from Jimmy Bennett, VP of marketing at Wendy’s and McKay Hathaway, group creative director at VMLY&R about the bold creativity of stepping into the world of gaming. We’ll take a look at the brand’s award-winning work, the real world results its driving, and what it takes to win in this yet evolving space for brands.

Jimmy Bennett (@jimmyjimmyb)

Vice President, Media, Social, and Partnerships Wendy's

CREATING CONTENT FOR DECISION MAKERS

What types of content resonate with decision makers? How do you strategically approach content to reach and motivate business leaders? What role does content play in the decision maker journey? 

The Wall Street Journal | Barron’s Group’s award-winning content studio, The Trust, develops high-impact, intelligent, branded content programs that influence the world’s decision makers. In collaboration with B2B International, The WSJ Intelligence team recently unveiled a new global research, Trust Your Decisions, which dives into the content consumed by business leaders and the B2B purchase decision journey. In this session, the team at The Trust will walk us through some of their research and strategic approaches to content creation.

Stephanie Chang

Vice President, Global Editor & Content, The Trust The Wall Street Journal/ Barron’s Group