Tuesday, March 28, 2023
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8:30am - 9:15am
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NETWORKING BREAKFAST
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9:15am - 9:20am
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9:20am - 9:30am
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HOST OPENING REMARKS
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John Paquin
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Senior Director, Brand & Media
ANA
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9:30am - 10:05am
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USING CELEBRITIES IN CONTENT & CONTENT AS A 5th WALL IN RETAIL
Yep, that’s right, we’re kicking the day off with two presentations in one! First, Marc will talk about AT&T’s experiences using celebrities in content. Brands often pay big money to have celebrities appear on their behalf… but does it make content better? We’ll explore what ‘better’ is, and some DOs and DON’Ts to make sure you get the most out of your investment.
We’ll explore what ROCKED it, what was a total MISS, what saved the day during the pandemic, and what’s next.
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Marc Burns
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Vice President, Advertising & Social Media
AT&T
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10:05am - 10:40am
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MARY KAY: LEVERAGING CREATIVE CONTENT TO HELP ENRICH WOMEN AND THEIR FAMILIES AROUND THE WORLD
An iconic brand such as Mary Kay isn’t built in just a day – or on one platform. Hear Chief Experience Officer Sheryl Adkins-Green talk about how they stay close to their customers to keep relationships strong and drive loyalty.
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Sheryl Adkins-Green
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Chief Experience Officer
Mary Kay
View Event Recap
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10:40am - 11:00am
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NETWORKING BREAK
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11:00am - 11:35am
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LEVERAGING ENTERTAINMENT TO HARNESS THE POWER OF POP CULTURE
BENlabs, a leader in product placement and Microsoft, will discuss the evolution of the entertainment landscape, Microsoft’s approach to product placement over the years, and how tapping into Hollywood creates the ultimate alignment to pop culture.
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Maral Beylerian
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VP, Client Services
BENlabs
Alison Pember
Director, Branded Media and Entertainment
Microsoft
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11:35am - 12:10pm
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CVS HEALTH: USING CONTENT MARKETING TO EMPOWER CUSTOMERS
Do you feel frustrated when you shop online for a new product and are faced with a bewildering array of choices? Most of us have been in exactly this situation. Smart marketers also know it can be overwhelming for customers who face too much choice and it can ultimately negatively impact conversion. Hear how CVS developed a strategy to use content marketing to educate customers, empower them to make choices to suit their circumstances - and move them through the conversion funnel.
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Joe Saia
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Senior Director of Digital Commerce Marketing Strategy
CVS Health
Robin Riddle
Chief Strategy Office
Foundry 360
View Presentation
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12:10pm - 1:10pm
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NETWORKING LUNCH
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1:10pm - 1:45pm
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THE AMERICAN HEART ASSOCIATION: A UNIQUE SUCCESS STORY BUILT ON TWO WORDS
For more than a decade, the AHA has ventured through a twisting, turning, turbulent content journey. It hasn’t been easy, but the payoffs are measurable: We have massive reach with lifesaving and inspiring content, our content is crucial to thought leadership, and we’ve even turned content into revenue that feeds back into our mission. We’ve evolved from a little group to a much larger team that continues to transform the way the AHA communicates. Our success stems from two words: quality and trust. These words weren’t always at the forefront in the olden days of “content is king” (translated as “just crank out tons of content”). With nearly 100 years of lifesaving work grounded in science, our brand is a trusted source of credible health information. That trust, paired with a commitment to quality, have led us to where we are today. While every organization’s content journey is unique, we hope our lessons, successes and failures will be helpful to others.
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Crystal King
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National VP, Creative & Design
American Heart Association
John McFarland
National VP, Content & Editorial
American Heart Association
View Event Recap
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1:45pm - 2:20pm
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CONTENT MARKETING IN THE INFLUENCER AGE
In an online environment dominated by influencers and celebrity, creating branded content that rises above the noise and resonates with a "genzennial" audience is challenging. Hear from Sindhura Polasanapalli on how Core Hydration, Keurig Dr Pepper’s premium water brand changed the game and became the fastest growing brand in the category with their content marketing in partnership with celebrity influencers.
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Sindhura Polasanapalli
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Senior Director, Brand Marketing
Keurig Dr Pepper
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2:20pm - 2:25pm
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CLOSING REMARKS
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