Innovation in Marketing @ City of Hope

CITY OF HOPE: DISRUPTING THE HEALTH CARE INDUSTRY WITH INNOVATIVE MARKETING

City of Hope, the leading cancer hospital in California and the West, has embarked on multiple ventures that will disrupt the health care industry with a direct impact to City of Hope’s brand, marketing, and communications strategies. John Weston, chief marketing and communications officer at City of Hope, will share how disrupting the way cancer care is delivered by partnering with iconic brands, and personalizing both cancer care and marketing via digital technology is a game changer in delivering lifesaving outcomes and building the City of Hope brand.

John Weston

Senior Vice President, Chief Marketing and Communications Officer City of Hope

THE NEW TV LANDSCAPE

TV is changing fast as steaming becomes mainstream. Commercial advertising continues to be an important way for companies to build brands – and with streaming, marketers have a new playbook that includes targeting, measurement, and ways to move beyond the 15 and 30 second spots. This session will explore the innovative opportunities that exist today and what the future holds.

Matthew Anderson

Chief Marketing Officer Roku

A FRAMEWORK FOR INNOVATION

As marketers, it’s easy to get enamored with campaign case studies ripe with new applications of technology. But the case studies and campaign highlights rarely reveal the complete picture. They celebrate one slice of the marketing calendar representing whatever small percentage of the overall marketing mix and budget. In this session, we’ll discuss a framework for deciding what role innovation plays in your marketing campaigns. 

Jessica Yarmey

Chief Marketing Officer Club Pilates

HOLE IN ONE: TOPGOLF INNOVATIVE CONTENT CAMPAIGNS REACHES NEW FANS

Topgolf is proving that digital experiences are as much fun as in-venue ones by bringing fresh new content right to your phone and driving increased venue visits as a result. Through original content featuring relatable talent, the brand traditionally seen as a Sports entertainment company has evolved into one of the fastest-growing lifestyle brands. In this session, Topgolf and Fullscreen will walk through the innovative content and media strategy that has helped the company stand out above their competitive set and put Topgolf on par with content leaders in the social entertainment space.

Chad Nelson

Chief Creative Director Topgolf

MEET GENERATION ALPHA

Pocket.watch is releasing an in-depth look at Generation Alpha, conducted by Insight Strategy Group, the leading research group for kids and family research.  This study explores the habits and households of the first truly digital generation -- everything from who these kids are to their massive impact on content and commerce decisions. This session will be centered on the new ways advertisers and content creators must think in order to reach the powerful Gen Alpha audience, as well their parents. 

Kerry Tucker

Chief Marketing Officer pocket.watch