Thursday, May 11, 2017
|
8:15am
|
Breakfast
|
|
9:00am
|
General Session
|
|
|
AMERICAN FAMILY INSURANCE: CUSTOMER-DRIVEN DIGITAL TO DRIVE GROWTH
Having a computer in your pocket leaves endless possibilities to reach and connect with customers. In this session, learn and be inspired by how American Family Insurance is using customer insights to prioritize digital and drive growth across all touchpoints.
-
Bethany Harrington
-
Associate Vice President, Customer Experience & Digital Marketing
American Family Insurance
|
|
|
KRAFT MAC & CHEESE: “BLIND TASTE TEST” KEEPS CLASSIC BRAND RELEVANT
In April 2015, Kraft announced they would be removing all artificial flavors, preservatives and dyes from their macaroni & cheese. While some people were ecstatic, lots of Kraft loyalists were worried that taking out the artificial stuff would change the iconic Kraft Mac & Cheese taste that Americans have loved for almost 80 years. In December 2015, stores began selling the new recipe, unbeknownst to their employees or their customers. The result was the World’s Largest Blind Taste Test and that America’s silence had proven the new recipe tasted the same. The campaign generated over 1 billion earned media impressions and drove sales “through the roof.” It was covered by everyone from E! to the New York Times. Stephen Colbert even devoted his entire Late Show monologue to the campaign. In this session, hear from the team who pulled this off and the insights, learnings, and results that were generated from this successful campaign and how this campaign fits into a larger strategy for Kraft Mac & Cheese.
-
Tom Lopez
-
President, U.S. Beverages and Snacks, The Kraft Heinz Company
The Kraft Heinz Company
Adam Chasnow
Vice President, Executive Creative Director
CP+B
|
|
10:50am
|
Coffee Break
|
|
11:10am
|
General Session Cont.
|
|
|
CONNECTED AND CONVERSATIONAL: DIGITAL ADVERTISING SOCIALLY AND BEYOND
Building direct relationships in a digital landscape dominated by social platforms is more important than ever. The shifting sands of communication technologies require advertisers to pay close attention to evolutions in audience behavior. In this session, the presenters will explore how frictionless mobile technology is moving brands “post social,” into a conversational world where platform loyalties are in constant flux. Discover how chatbots, conversational commerce, and contextual messaging are opening up new opportunities for advertisers and the customers they serve.
-
Matt Marcus
-
VP Executive Creative Director
R/GA
Michael Morowitz
Executive Technology Director
R/GA
|
|
12:00pm
|
Luncheon
|
|
1:00pm
|
General Session Cont.
|
|
|
MEAD JOHNSON NUTRITIONALS: BUILDING BRANDS TO TARGET MILLENNIAL MOMS
Enfamil® infant formulas help support newborn and infant milestones with individually tailored baby formulas that help nourish brain development at any age. In this session, learn how they focus their marketing efforts through a robust CRM program, content marketing, and specific efforts tailored specifically to Millennials Moms.
-
Krenda Frushour
-
US Solutions Associate Marketing Director
Mead Johnson Nutritionals
|
|
|
DEVRY: UTILIZING CONSUMER INSIGHTS TO RE-LAUNCH BRAND
In this session, hear from DeVry University's Marketing leader on their 12-month brand re-launch which included research, segmentation, consumption, brand foundational work (value proposition, positioning, etc.) and then creative development to uphold their new brand and positioning.
-
Dawn Bradshaw
-
Senior Director of Marketing & Creative Director
DeVry University
|
|
2:45pm
|
Conference Adjournment
|
|