Thursday, March 23, 2023
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8:30am - 9:00am
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SIGN-IN & BREAKFAST
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9:00am - 9:10am
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OPENING REMARKS
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Prof. Dawn Lerman
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Executive Director of the Center for Positive Marketing
Fordham University
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9:10am - 9:55am
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MINI: THE ONLY CAR THAT COMES STANDARD WITH FRIENDS
MINI fosters a community around events, rallies and owner videos. Learn how MINI has built a strong brand personality which makes “fun” the #1 reason for purchase.
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Patrick McKenna
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Head of Marketing, Product and Strategy
MINI USA
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9:55am - 10:40am
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DATA DOESN'T MAKE DECISIONS (SAY WHAT?@#$@#%@!): A LOOK AT HOW ONE CHALLENGER BRAND REBUILT THEIR BUSINESS BASED ON KNOWLEDGE NOT NUMBERS
In the era of "big data" many brands become "spreadsheet-lazy" when it comes to developing a true understanding of their brand, their consumer experience and critically, what it takes to drive sustained success. This session will explore how Pearle Vision, a true challenger brand continues to drive an unprecedented level of success through its focus on activating against insights that in some cases went against what the data said to do.
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Doug Zarkin
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VP, CMO Pearle Vision
EssilorLuxottica
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10:40am - 11:00am
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NETWORKING COFFEE BREAK
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11:00am - 11:45am
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THE WORLD’S MOST MOVING ADVERTISING: HOW COLDWELL BANKER REAL ESTATE USES EMOTION TO MAKE PEOPLE MOVE
How do you market the world’s most valuable product? Not in dollars and cents, but in memories and moments. Learn how Coldwell Banker Real Estate industry-leading advertising campaigns appeal to the emotional and rational aspects of home buying and selling through powerful connection to what matters most to their audience.
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Victoria Keichinger
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VP, Brand Marketing
Coldwell Banker
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11:45am - 12:30pm
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ESPN: A JOURNEY AT THE TOP OF SPORTS MEDIA
Learn how ESPN has cultivated a relationship with sports fans through the years.
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Seth Ader
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VP, Brand Marketing
ESPN
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12:30pm - 1:30pm
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LUNCH
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1:30pm - 1:45pm
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HOW THE INDUSTRY CAN BETTER MARKET MARKETING
AEF is launching the 'You Might Be A Marketer' campaign on campus to show that the skills students need for a successful career aren't totally unfamiliar to them.
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Gord McLean
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President & CEO
ANA Educational Foundation
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1:45pm - 2:30pm
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WE ARE THE NEW YORK LIBERTY: RECOGNIZE WHAT MAKES US L.O.U.D.
The New York Liberty, founded in 1997, is an original WNBA franchise. Based in Brooklyn, the players are the heart of the team, while their fans are the reason why they’re here. When they celebrate moments they must keep both key elements in mind. The Liberty’s language is designed to perfectly balance form and function. They empower the fan by informing them. They empower the player by putting them in spotlight. In this session, learn how the New York Liberty use storytelling to drive impact.
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Shana Stephenson
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Chief Brand Officer
New York Liberty
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2:30pm - 3:15pm
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göt2b HAIR BRAND CELEBRATES UNAPOLOGETIC SELF-EXPRESSION
The göt2b brand stands for unapologetic self-expression and encouraging consumers to express themselves freely embodied by our tagline of “BE WHOEVER YOU WANT 2B.” Our research has uncovered that social media is a leading contributor toward low self-esteem and poor body image. göt2b wanted to find a way to authentically identify with our consumers and educate them on the importance of kindness and accepting others. We partnered with our global youth charity partner DITCH THE LABEL to bring our community stories of how everyday heroes have overcome obstacles and gained their confidence! We leaned into cutting edge technology and created a virtual göt2b Metaverse environment to host our first ever göt2b VIRTUAL SELF-EXPRESSION SUMMIT on “Stop Cyberbullying Day.” Our objective was to create a safe space that celebrates individuality, promotes acceptance, and drives engagement and brand equity by raising awareness on real topics that impact our diverse consumer population.
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Melinda V. Johnson
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Director, Marketing – Hair
Henkel Consumer Brands, NA
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3:15pm - 3:25pm
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