Innovation @ MillerCoors presented by NBCUniversal Members Only Conference

This event is over.

According to Wikipedia, "the central meaning of innovation relates to renewal. For this renewal to take place it is necessary for people to change the way they make decisions, they must choose to do things differently, make choices outside of their norm."

Successful marketers innovate by finding new ways to reach customers, developing breakthrough new products, and more. Hosted by MillerCoors, a company where innovation has always been part of the corporate culture-with recent introductions of innovative products including Coors LIGHT cold activated bottles, MGD64, Miller Lite's Vortex bottle, and Home Draft from both Miller Lite and Coors LIGHT.

Innovation Day will feature sessions from leading marketers and thought leaders who will share their case histories in marketing innovation.



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8:15am Breakfast

General Session

A great grandniece of Thomas Edison, Sarah Miller Caldicott has been engaged in creativity and innovation throughout her life. Inspired by a family lineage of inventors dating back five generations, Sarah began examining Thomas Edison's timeless innovation methods for clues on how the U.S. could increase its global competitiveness. Following three years of research at Rutgers University, she released a groundbreaking book offering a first-ever analysis of Thomas Edison's world-changing processes. Entitled Innovate Like Edison: The Five-Step System for Breakthrough Business Success, Sarah identifies the five competencies of innovation which spurred Edison to generate a record-breaking 1,093 U.S. patents, and pioneer six new industries in less than 35 years. "Innovate Like Edison" reveals how individuals, teams, and organizations can adopt Edison's timeless innovation methods to create competitive advantage today.

Sarah Miller Caldicott
The Power Patterns of Innovation
Co-author: "
Innovate Like Edison"
Edison Awards Steering Committee

Cause marketing is defined as "a strategic marketing partnership that pairs a company or brand with a social cause or cause-related organization for mutual benefit." The Whirlpool Corporation (whose brands include Whirlpool, Maytag, KitchenAid, and Jenn-Air) has been an innovator in the use of cause marketing to build its brand, driving customer loyalty and affecting key influencers along the way. KitchenAid's Cook for the Cure program provides those with a passion to cook a wonderful way to support the Susan G. Koman Foundation. Also, Whirlpool has been a long-time partner with Habitat for Humanity. In this session, Brian Maynard will discuss the business case for cause marketing, highlighting some of Whirlpool's most innovative and successful programs.

Brian J. Maynard
Director, Brand Marketing, Jenn-Air Home Appliances
Director, Marketing Services, Whirlpool Corporation

Innovation, according to Rishad Tobaccowala, Chief Strategy and Innovation Officer of VivaKi, is simply "fresh, insightful connections." Rishad will discuss how such fresh, insightful connections can be brought into the media landscape and how clients can pump-up innovation both internally and from agency partners.

Rishad Tobaccowala
Chief Strategy and Innovation Officer

Target partnered with Bravo on an innovative 360 degree marketing program centered around Top Chef. Branded entertainment, custom on-air and digital elements were produced to showcase the expanded food selection in Target's PFresh stores, win share from grocers, and increase retail traffic. Through this contextually relevant creative campaign, Top Chef featured Target products and stores in creative ways designed to resonate with Bravo viewers.

Ashley Roeber
Manager, Video Strategy, Corporate Media Insights
Target Corporation

Linda Ruffins
Director, Bravo & Oxygen Sales

12:45pm Luncheon

A panel of client-side marketers charged with leading innovation at their respective organizations, together with a leading academic/author, will share insights and best practices on various aspects related to innovation, including:

  • Internal org structure to stimulate innovation
  • How to nurture and develop ideas
  • Test processes for evaluating ideas without stifling creativity

Andria Long
Vice President of Innovation & Strategy
Sara Lee Corporation

Andrew Razeghi
Kellogg School of Management, Northwestern University
Author, THE RIDDLE: Where Ideas Come From And How To Have Better Ones

Sarah Ross
Marketing Director, New Product Innovation

David Slavick
Director, Customer Loyalty and Innovation
Sears Holdings Company

USG, a manufacturer of building materials for the construction and remodeling industries, has been the recipient of the Chicago innovation award three times in the past five years. The company is constantly pushing to understand customer wants/needs and develop products that will help improve productivity. USG's most recent introduction of a wallboard product that is up to 30% lighter than traditional wallboard is a great example of listening to customers and the results are far exceeding expectations. In this session USG will share the B-to-B perspective on innovation and bringing new products to market.

John Reale
SVP, Marketing and Customer Experience
USG Corporation

The brand that brought you the one-second ad and last year shared its "Big Game" commercial with small businesses is once again standing up for common sense by becoming the "Official Beer of You." By offering to "sponsor" thousands of regular folks who embody the brand's honest and authentic values, Miller High Life is challenging the notion that overpaid athletes and celebrities make the best brand spokespersons. Their "Official Beer of You" campaign is a fully integrated, 360-degree program that employs an innovative approach to its marketing via the use of mass media to make 1-on-1 connections with its consumer. Get sponsored yourself at!

We wouldn't call it the High Life if we didn't help real people live it.

Brad Feinberg
Media Manager, Portfolio Brands

4:10pm Please join us in the Pub!