Wednesday, March 30, 2016
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8:30am
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Breakfast
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9:45am
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General Session
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10:00am
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MILLER HIGH LIFE: MAKING THE BRAND COVETED THROUGH PARTNERSHIP
Miller High Life, “The Champagne of Beers,” has been around since 1903. In its continuing mission to be in demand, Miller High Life leverages innovative partnerships to reach the millennial audience. Learn how it ensures relevancy amongst millennials by meeting two important criteria in its partnership approach: 1) Limited in nature - whether quantity or time-based; and 2) Believability through credibility, rooted in brand ethos and elevated by the partnership. Hear how Miller High Life is building a name in other categories that appeal to its audience by keeping the brand top of mind and best of all, coveted.
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Stephanie O’Farrell
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Marketing Manager – Miller High Life
MillerCoors
Chelsea Parker
Marketing Manager - Imports
MillerCoors
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10:45am
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“SAVE THE SALMON!” AND OTHER STORIES OF INNOVATING WITH DATA
Houlihan’s Restaurants Inc. owns and operates 88 restaurants and three restaurant concepts in the U.S. Its marketing efforts have become highly data driven over the last two years, but that hasn’t stopped its small in-house team from innovating. A strong partnership with IT has resulted in powerful business intelligence tools that have been used in surprising ways to drive the business—not only with segmentation from insights, but for menu decisions, known long-term effects of promotional efforts and more. Outside the four walls, data-driven ad channels are giving Houlihan’s the ability to compete like it hasn’t been able before. Even so, data is not the end-all. Marketing is, and will always be, a combination of art and science. Fostering a culture of idea-sharing and purposeful innovation planning with the team is the special sauce that keeps the brands’ programming forward-thinking and relevant.
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Jen Gulvik
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Senior Vice President, Marketing and Creative Director
Houlihan’s Restaurants, Inc.
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11:30am
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Coffee Break
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11:45am
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General Session Cont.
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12:00pm
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THINKING LIKE A STARTUP
One of the best ways to jump start innovation and new thinking is to expose yourself and your teams to the startup mentality – to literally put yourself in the mindset of entrepreneurs who have to pass the "Shark Tank" test. That's what marketers in Chicago have been experiencing for the past 18 months via Marketing Sparks, a program created by MARC USA in partnership with incubator 1871 that brings seasoned marketers together with local start-ups in need of marketing advice. Hear firsthand from MARC USA Chicago's Jean McLaren, Marketing Sparks architect, and Cristel Turner, Marketing Sparks participant and Sr. Director, Brand Development & Advertising at U.S. Cellular, how thinking like a startup has changed how she thinks about the brand and how these insights can apply across categories.
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Cristel Turner
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Senior Director, Brand Development and Advertising
US Cellular
Jean McLaren
President
MARC USA Chicago
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12:45pm
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Luncheon
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1:45pm
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General Session Cont.
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SLIM JIM: INNOVATIVE MEDIA PARTNERSHIPS DRIVE MILLENNIAL ENGAGEMENT
The ConAgra Slim Jim brand is iconic and well known across many generations. Their marketing team wanted to propel that same brand awareness and connectivity forward with millennial men. With the help of the Spark SMG content team, they set out to engage this key audience with compelling branded content utilizing a variety of pop culture influences, including a celebrity influencer and key media partnerships. Learn how ConAgra introduced this legendary brand to an entirely new generation of millennials online.
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Kate Briganti
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Director of Advertising
ConAgra Foods
Eric Levin
SVP/Executive Creative Director
Spark SMG
John Schneider
President of Sales
Funny or Die
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2:30pm
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THE SAUSAGE NONNA’S – INNOVATION THAT TRANSCENDS GENERATIONS
Johnsonville is a family-owned company that started as a tiny butcher shop 70 years ago. Along the way, Johnsonville became the largest brand of sausage in America. With that growth came marketing that felt more like big CPG and less like that family-owned butcher shop. In the process of looking for innovative ways to rediscover a voice more consistent with our values and more relevant to young consumers we met some 80 year old grandmothers who were the perfect fit.
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Ryan Pociask
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Senior Marketing Director
Johnsonville
Scott Bell
Group Creative Director
Droga5
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3:15pm
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GRUBHUB: INNOVATING ON A BRAND IDENTITY
Grubhub, the nation's leading online and mobile food ordering company, makes it easy for diners to get takeout from approximately 40,000 restaurants in more than 1,000 U.S. cities. The company is using its unique insight into dining habits to discover the "micro moments" when people are inspired to order food and the delight they feel when they receive their meal. Learn how GrubHub is using this data to “move eating forward” and solidify a brand identity that celebrates the relationship that diners have with food.
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James Rigney
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Vice President Brand Marketing
GrubHub
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4:00pm
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Conference Adjournment
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4:30pm
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