Building Brand and Business Through Effective Marketing Strategies @ IHG

WELCOME & INTRODUCTION FROM IHG

Eric Lent

Senior Vice President, Upscale Brands InterContinental Hotels Group

CREATIVE THAT WORKS

Today’s consumers have choices. Today it’s all about experiences, ease and convenience. Traditional retailers need to evolve and deliver best-in-class solutions, with personalized and relevant experiences. It can also be about perceptions. Customers can pigeon-hole you based on what they know versus what they don’t. In this session Thom Lucarelli, Senior Director, National Creative and Brand at The Home Depot, will share what it takes to deliver creative that is insight-driven, connects with consumers, and drives positive perception change.

Thom Lucarelli

Senior Director, National Creative and Brand The Home Depot

GEORGIA-PACIFIC’S APPLICATION OF RAPID EXPERIMENTATION TO MARKETING INNOVATION

Senior Director, Integrated Brand Building & Marketing Innovation Lloyd Lorenzsonn will discuss Georgia-Pacific’s approach to implementing rapid experimentation principles to marketing innovation and key learnings for brand builders seeking to transform the speed and discipline to continuously innovate their brand building efforts.

Lloyd Lorenzsonn

Senior Director, Brand Building & Marketing Innovation Georgia-Pacific

BUILDING A PERFORMANCE DIGITAL MEDIA ENGINE THAT DRIVES BUSINESS GOALS

In this session focused on Marketing Effectiveness, Curt Hokanson, Head of Media at Visible, and Heather Horsey, Director of Paid Social and Creative, will discuss how building a performance digital media engine allows brands to execute more top of funnel awareness plays that have major impact but are harder to track from direct quantitative signals. You’ll also learn how to blend these two parts of the funnel to ensure you are able to increase your reach and awareness while driving efficiency lower in the funnel.

Curt Hokanson

Head of Media Visible

CREATING A MARKETING PERFORMANCE STORY THAT MATTERS

There are so many campaign, brand and marketing channel metrics.  How do you tell your story in a way that matters to your CEO? This session will be an interactive discussion around creating a marketing performance story that gets your CEO’s attention. Key takeaways include: (1) 4 keys to building an effective marketing performance story, (2) a sample framework you can use to develop your own story, (3) perspective about how your peers tell their stories, and (5) a strong feeling that we’re all in this together.

David Craig

Senior Vice President, Head of Marketing Strategy & Performance SunTrust now Truist

UNITING BRAND AND PERFORMANCE TO SCALE A STARTUP AND DISRUPT THE LENDING INDUSTRY

Established brands are scrambling to address their siloed approach to brand marketing vs. performance marketing. DTC startups, on the other hand, suffer no such legacy issues, which is why the entire marketing industry is undergoing such disruption. This session will detail the approach taken by consumer lending brand Lendly, which turned an innovative new loan product into a nearly $100,000,000 book of business in just one year by simultaneously building brand awareness, efficiently acquiring new customers and activating brand advocates. Todd Silverstein, CMO at DRUM, will also share how to weaponize data—be it consumer, customer, platform, third-party or other, find the proper balance between CAC and LTV and generate content with the optimal amount of personalization.

Todd Silverstein

Chief Marketing Officer DRUM