In this information-packed, take-no-prisoners opening session, eMarketer will share an exciting, data-packed keynote covering major trends in digital media, marketing, commerce and consumer behavior. Discover key takeaways from analysis of thousands of research studies collected from around the world, as eMarketer delves deep into media fragmentation, big data, content marketing, mobile behavior, the increasingly complex purchase funnel and other fast-changing marketing issues.

At the heart of Unilever's new strategy, “Crafting Brands for Life”, are people, brands and magic with a heightened emphasis on ideas and creativity. This strategy guides all that Unilever does from innovation to communication. In a digital age, that means inviting and empowering people to own and shape the company’s brands. Rob Master, Vice President of Media, Americas and Europe will discuss macro digital and social trends and how they have shaped Unilever’s approach to “Crafting Brands for Life” within (or) in today’s digital media and consumer landscape.

Luanne Calvert joined Virgin America over two years ago as their chief marketer with the mission of promoting the carrier beyond its startup identity and positioning it as an established player featuring a hip, stylish customer experience.  Under her leadership, the company achieved strong sales growth and launched the Experience Virgin America program, centered on an interactive digital experience that brings the airline’s next generation cabins to life through interactive videos and social media. Discover Virgin America’s approach to digital and social throughout their marketing funnel from brand awareness, customer acquisition, engagement, measureable sales results, and customer care to inspire actions that allow others to build the brand and ultimately make the sale.  You will also learn how the company leverages marketing driven content to inspire action across channels from the obvious (social media) to the less obvious (publicity, advertising, loyalty programs, entertainment, customer care, even research).

The “insight” to marketing to today’s millennial? You actually DON’T market to them in the world of social media—you connect in ways that are authentic, relevant and real-time. Recognized as an emerging leader in social media, Taco Bell will share what they have learned from their most passionate fans, how the company has created unprecedented engagement across its digital and social channels—by working in a new way. Through the lens of its most recent product launch, Cool Ranch Doritos Locos Tacos, you’ll discover how aligning with its brand purpose and principles and using emerging tools to listen, engage and respond to fans can help other companies create relevant, breakthrough content. Discover what Taco Bell learned along their journey and how cross-functional teams are able to be agile by working together with a smart and nimble approach to increase loyalty and drive ongoing conversations that matter.

Shiv Singh is a recognized digital marketer who focuses on how brands are being forced to transform with the rise of digital marketing and media.  As the Global Head of Digital for PepsiCo Beverages (across paid, owned and social media) Shiv drives PepsiCo Beverages’ digital marketing agenda.  Shiv is also the author of Social Media Marketing for Dummies and was recognized by Adweek in 2012 as a Top 50 Marketer.  Discover Shiv’s overall approach to leveraging digital and social media and key insights on managing the PepsiCo Beverages’ portfolio wide digital media strategy, innovation, optimization and measurement efforts.

Social media has changed the way we do business and now business is changing the way we do social media. How do you measure, monetize and optimize social interactions in a business environment? Look no further than your closest personal relationship. Adrian Parker, head of social, mobile and emerging media for Intuit’s Accounting Division, will discuss how the global software company is approaching digital measurement and decision-making.  You will learn how ROI can come from the most important places!

During a period where many businesses have been become increasingly inward focused to deliver through recessionary times Reckitt Benckiser has placed heavy focus on strategic alliances outside their own business.  Reckitt Benckiser has applied its quantifiable obsessed rigor to a joint business planning approach with key retailers and Facebook to truly understand the effectiveness and ROI that exist behind social and digital media at large.  Discover how Reckitt Benckiser continues to outperform in the marketplace by leveraging strategic partnerships to drive essential KPIs.

With over 330,000 employees worldwide, Hewlett-Packard is faced with the challenge of providing a forum for real-time internal communication.  The company leveraged the power and value of social media as an internal tool by launching a global collaboration platform with “Facebook-like” features and innovative ways to live stream internal events and meetings.   This year, the tool was deployed globally with excellent results and expects to have great potential in productivity gains, collaboration, and cost savings.  Hewlett-Packard will share best practices on how they drive measureable results through connecting their employees around the globe using social media and technology.

At MasterCard Worldwide, JR Badian oversees digital marketing strategy including brand campaign landing pages, display advertising, social media expenditures and community management, SEO strategies, Mastercard.us, and CRM for Priceless Cities.  JR also oversees the digital agency relationships with MasterCard’s two talented digital shops; RGA and MRM. In this session, JR will discuss how to best execute brand campaigns in an ever changing digital ecosystem using “The 10 C’s of Digital and Social Marketing”.

For over 80 years the adidas has been part of the world of sports on every level, delivering state-of-the-art sports footwear, apparel and accessories.  Leading through innovation is one of adidas’s core strategies which has been brought to life through their digital and social media efforts.  Discover how adidas leverages paid, owned, and earned media for their brands though integrated campaigns such as #TheReturn and sponsorships including the Olympics and the 2013 Boston Marathon.

When did we become like 6-year olds playing soccer? Actually that's rhetorical. The marketing world has always clustered around chasing the "next big thing" only now it's exacerbated and exaggerated by an extremely volatile, disruptive, dynamic and rapidly changing technology environment. Best-selling author, Joseph Jaffe, will reveal a strategic and holistic approach to technology-based innovation and carve out a pragmatic process for marketers which includes digital, social and mobile.

Today’s brands face an apparent choice between two evils: continuing to slash their increasingly ineffective advertising, or putting blind faith in the supposedly mystical power of social media, where “likes” stand in for transactions and a mass audience is maddeningly elusive. There has to be a better way… As Lennon and McCartney wrote a half century ago, money can’t buy you love. But in today’s world where people have become desensitized – even disillusioned – by ad campaigns and marketing slogans, that maxim is even truer: Money can’t even buy you like. That’s because we’ve entered the “Relationship Era” where the only path for businesses seeking long-term success is to create authentic customer relationships. Discover powerful new research, fascinating examples, and practical advice to illustrate how any company can thrive in the “Relationship Era”.